What is the difference between SEO and AEO?
Search engine optimisation (SEO) concerns how search engines discover, understand and present web pages. Answer engine optimisation (AEO) is a term used for making information useful in question-led search and AI answers. For a business website, the overlap is substantial: clear services, accessible text, relevant links and evidence that supports what you say.
Start with a question a customer actually asks
“Do you connect website enquiries to a CRM?” is more useful than a broad page about innovation. Answer the question directly, explain the scope and identify the conditions that matter. In this example, those conditions include the CRM, available integrations, ownership and follow-up process. A customer can then judge whether the service fits.
Give each page a clear job
A service page explains what you do, who it is for, what the work includes and how an engagement begins. A case study explains a situation, decisions and evidence. A guide helps someone understand or complete a task. Give each a descriptive title and connect related pages where the next link helps the reader.
Use evidence you can stand behind
Show the reasoning behind an example and distinguish a proposed approach from a completed project. When reporting results, explain the time period, baseline and your role. A specific, supportable explanation is more useful than an impressive number without context. Keep company details consistent and contact information current.
Do you need special optimisation for Google AI answers?
Google says its existing SEO best practices remain relevant to AI Overviews and AI Mode; no special optimisation is required for those features. That does not guarantee inclusion. Its guidance on AI features and websites is a useful reference. Other services have their own retrieval systems, so visibility in one does not prove visibility in another.
Measure discovery and business value separately
Search impressions, visits, AI mentions, linked citations and qualified enquiries describe different things. Review what you can reliably observe, note the gaps and avoid treating a one-off answer as a stable ranking. The business question remains whether relevant people can find the right information and take a useful next step.
Where should you start?
Choose one important service page. Ask whether a new visitor can explain the offer, understand its limits and identify the next step. Fix the missing information, make the page accessible and connect it to useful supporting examples. Explore our SEO, AEO and digital marketing services for how this fits into a wider customer journey.