SEO vs. AEO: The Content Optimization Shift You Can’t Ignore
Estimated Read Time: 6 minutes
Intended Audience: B2B Business Owners, B2B Marketers, and Microsoft Partners
For years, Search Engine Optimization (SEO) has been a go-to strategy for B2B companies looking to attract organic traffic. But with AI and voice search changing how people look for information, relying on SEO alone is no longer enough. You might have heard of Answer Engine Optimization (AEO), which is emerging as an essential complement to traditional SEO. With AI tools like ChatGPT, Claude, and Perplexity gaining traction, it’s important for your business to create content that not only ranks high on search engines but also provides direct, clear answers to AI-powered queries. Let’s explore the key differences between SEO and AEO and how B2B companies, especially Microsoft Partners, can refine their content optimization strategy to stay competitive.
What is SEO?
Search Engine Optimization is the traditional way to increase your website’s visibility in search results. It helps businesses appear at the top of search engine results pages (SERPs) when users search for relevant topics.
How Do Search Engines Rank Content?
Search engines use complex algorithms to evaluate and rank web pages. These algorithms consider factors such as:
- Relevance: Does your content directly answer the user’s query?
- Credibility: Are reputable websites linking to you, signaling authority?
- User Experience: Is your site fast, mobile-friendly, and easy to navigate?
- Engagement: Are visitors staying on your page, reading, and interacting with your content?
Tip: To maximize your search engine visibility, focus on answering user intent—the better your content aligns with what people are actually searching for, the higher it will rank.
What is AEO?
As artificial intelligence (AI) and natural language processing (NLP) evolve, more B2B companies are leveraging AI in their marketing. Traditional search engines once relied on backlinks and keywords to rank pages, but now AI-driven tools like Microsoft Copilot, Siri, and ChatGPT retrieve and deliver direct answers, reducing the need for users to click through to websites. As AI answer engines become more prevalent, businesses must structure content to be easily extracted and presented as direct responses, ensuring visibility in an AI-driven search landscape.
Where Does AEO-Optimized Content Appear?
- AI-driven chatbots: ChatGPT, Perplexity, and Microsoft Copilot pull data from trusted sources.
- Voice search results: Smart assistants deliver spoken responses.
- Zero-click searches: Google’s featured snippets offer instant answers.
With AI-driven search expected to reduce traditional search volume by 25% by 2026, businesses that optimize for AEO will increase their chances of being featured in AI-generated answers – essentially performing SEO for AI search.
Key Differences Between SEO and AEO
When to Use SEO vs. AEO
The best approach to optimization depends on how users are searching for information:
- SEO is ideal for broad, research-based queries where users compare multiple options. Example: A Guide for Partners on Navigating Microsoft Marketplaces.
- AEO works best for direct, question-based queries where users seek quick answers. Example: What are the Microsoft Marketplaces? Should I be appearing on the Microsoft Marketplaces?
4 Actionable Tips to Adapt Your Content Strategy for Both SEO and AEO
1. Optimize for Voice Search
According to Statista, the voice search user count in the United States is expected to reach 157.1 million in 2026, a 7.6% increase from 2023.
To align with how people interact with voice assistants, focus on natural language and question-based queries. For example, instead of “Cloud Security Best Practices,” phrase it as “How can I secure my cloud data?” to match conversational search patterns.
2. Use a Clear & Concise Tone
AEO prioritizes short, direct answers, but SEO still requires in-depth content.
Start with a concise response (ideal for AI assistants), followed by detailed explanations (for traditional search engines).
For example, if someone asks, “What is Microsoft Copilot?” an AEO-optimized response would provide a quick definition, like: “Microsoft Copilot is an AI-powered assistant that enhances productivity across Microsoft 365 applications.” A more SEO-friendly approach would expand on that answer with details on how it integrates with Teams, Word, and Excel, including specific use cases and benefits.
3. Conduct Keyword Research for Both SEO & AEO
- SEO: Focus on low competition, high-traffic keywords. Example: Microsoft 365 Copilot
- AEO: Target conversational, question-based keywords. Examples: What is Microsoft Copilot used for? How does Microsoft Copilot improve workplace productivity?
4. Implement Structured Data & AI-Friendly Formatting
- Structured data is a way of organizing content so search engines can better understand it. Adding structured elements like FAQs, How-To guides, and clear headings increases the chances of being featured in AI-driven search results.
- Formatting content in a question-and-answer style improves its visibility for both SEO and AEO.
- AI-powered platforms prioritize content that is well-structured, easy to read, and directly answers common user queries.
How Microsoft Partners Can Optimize for SEO and AEO in 2025
To improve your visibility in AI-driven search, start by targeting Microsoft-specific search terms. Use industry-relevant keywords like “Microsoft Copilot integration best practices” or “Microsoft Copilot tutorial for beginners” to align with what users are actively searching. AI tools prioritize content that directly answers user questions. When creating blog content, structure it around common, high-intent queries such as, “What are the benefits of Copilot for Microsoft 365?” This increases the likelihood of your content being selected for AI-generated responses.
Additionally, AI and search engines favor content from trusted, authoritative sources. Establish credibility by sharing case studies, whitepapers, and industry insights that demonstrate expertise in Microsoft solutions.
Finally, use a clear, conversational tone because AI tools prioritize natural, easy-to-understand language. Avoid overly technical jargon – write as if you’re explaining a concept to a colleague in a meeting.
Work With the Mavens to Optimize Your SEO and AEO Strategies
SEO and AEO work together to help your business get found – whether through traditional search engines or AI platforms. As search evolves, adapting your content strategy is key to staying visible and relevant.
If you’re looking to refine your strategy with expert guidance, the Mavens are here to help. We specialize in aligning your content with the latest digital trends to drive better results. Get in touch with us today to find out how we can help enhance your online presence.
