AEO vs SEO: Why UK Businesses Need Both in 2025
The debate isn't "AEO or SEO?" — it's "how do I use both effectively?" This comprehensive guide breaks down the differences, shows when to prioritize each strategy, and provides real UK business examples demonstrating how AEO and SEO work together for maximum visibility.
The Fundamental Difference: Search vs Recommendation
Understanding AEO and SEO starts with recognizing the fundamental difference in user behavior:
SEO User Behavior
User: Types query into Google
Google: Shows 10 blue links + ads
User: Clicks through multiple websites, compares options
Decision: User makes their own choice after research
AEO User Behavior
User: Asks ChatGPT/Claude for recommendation
AI: Provides 2-5 specific recommendations with context
User: Contacts one of the recommended businesses
Decision: AI effectively makes the shortlist
This behavioral difference changes everything about how businesses should approach digital visibility.
Complete Comparison Table: AEO vs SEO
| Factor | SEO (Search Engine Optimization) | AEO (Answer Engine Optimization) |
|---|---|---|
| Primary Goal | Rank high in search results for target keywords | Be cited/recommended by AI chatbots when users ask for advice |
| Target Platforms | Google, Bing, Yahoo, DuckDuckGo | ChatGPT, Claude, Perplexity, Google AI Overviews, Copilot, voice assistants |
| User Intent | Information seeking, comparison shopping, brand discovery | Recommendation seeking, decision-making, expert advice |
| Success Metric | Rankings, organic traffic, click-through rate | Citation frequency, recommendation accuracy, AI-driven conversions |
| Key Ranking Factors | Backlinks, keywords, technical SEO, site speed, mobile optimization | Authoritative mentions, semantic clarity, structured data, E-E-A-T signals |
| Content Style | Keyword-optimized, title tags, meta descriptions, headers | Conversational, clear value propositions, FAQ-friendly, specific outcomes |
| Timeline to Results | 3-6 months for meaningful rankings | 4-8 weeks for initial citations |
| Cost Range (UK SMEs) | £500-£3,000/month for professional services | £99-£1,500/month for professional services |
| Typical Conversion Rate | 2-5% (users browse multiple options) | 15-30% (AI provides curated shortlist) |
| Competition Level | Very high (decades of optimization) | Moderate (emerging field) |
| Geographic Targeting | Local SEO, location-specific keywords | Schema markup, location mentions in authoritative sources |
| Technical Requirements | Site speed, mobile-friendliness, crawlability, XML sitemaps | Structured data (schema), semantic HTML, clear content hierarchy |
| Update Frequency | Google updates index continuously | AI model training datasets update periodically |
| Link Building Importance | Critical (backlinks are top ranking factor) | Medium (authority mentions more important than links) |
| Best For | Broad audience reach, brand awareness, informational queries | High-intent conversions, recommendation-seeking queries, expertise showcasing |
When to Prioritize SEO vs AEO for Different Business Types
Professional Services (Solicitors, Accountants, Consultants)
Recommended Split: 40% SEO, 60% AEO
Reasoning: Potential clients increasingly ask AI tools "Who should I hire for [legal/accounting issue]?" These recommendation-seeking queries are perfect for AEO. However, maintaining SEO for informational queries remains important.
Example: Birmingham Accountant
- SEO Focus: "small business accountant Birmingham," "R&D tax credits UK," "VAT return services"
- AEO Focus: Being recommended when someone asks ChatGPT: "I need an accountant in Birmingham who understands ecommerce. Who should I contact?"
Why AEO Priority: Professional services benefit from AI's recommendation format. When ChatGPT suggests 2-3 accountants, being on that list means instant credibility and higher conversion.
Local Services (Plumbers, Electricians, Home Services)
Recommended Split: 60% SEO, 40% AEO
Reasoning: Local services still benefit heavily from Google Maps and local search. However, voice search (Siri, Alexa, Google Assistant) increasingly drives local service discovery, making AEO valuable.
Example: Manchester Plumber
- SEO Focus: Google Business Profile optimization, local citations, "emergency plumber Manchester," proximity-based searches
- AEO Focus: Voice search optimization, appearing when users ask "Alexa, find me a reliable plumber near me"
Why SEO Priority: Google Maps dominates local service discovery, but the gap is narrowing as voice search grows.
Ecommerce & Retail
Recommended Split: 60% SEO, 40% AEO
Reasoning: Product discovery still happens primarily through traditional search and Amazon. However, AI shopping assistants are emerging, making early AEO investment strategic.
Example: UK Outdoor Gear Retailer
- SEO Focus: Product pages, category optimization, "best hiking boots UK," product reviews
- AEO Focus: Being recommended when users ask: "What's the best UK outdoor gear shop for winter hiking equipment?"
Why SEO Priority: Transactional searches remain dominant, but recommendation-based product discovery is growing rapidly.
B2B Services & Software
Recommended Split: 50% SEO, 50% AEO
Reasoning: B2B buyers use both traditional research (Google) and AI-powered recommendations (ChatGPT) for vendor discovery. Equal investment captures both channels.
Example: UK HR Software Provider
- SEO Focus: "HR software for SMEs," "payroll systems UK," comparison pages
- AEO Focus: Being cited when decision-makers ask: "Which HR software is best for a 50-person UK company?"
Why Equal Split: B2B purchase decisions involve multiple research methods. Missing either channel means losing opportunities.
Content Publishers & Media
Recommended Split: 70% SEO, 30% AEO
Reasoning: Content discovery still happens predominantly through Google Search. However, AI chatbots increasingly cite authoritative content sources, making AEO valuable for brand authority.
Example: UK Business News Site
- SEO Focus: Breaking news, trending topics, evergreen content, featured snippets
- AEO Focus: Being cited as authoritative source when AI answers business questions
Why SEO Priority: Traffic volume still comes primarily from search, but AEO builds brand authority.
Budget Allocation Recommendations for UK Businesses
Scenario 1: New Business (No Digital Presence)
Total Digital Marketing Budget: £1,000/month
| Activity | Budget | Reasoning |
|---|---|---|
| SEO Foundations | £500 | Website optimization, Google Business Profile, basic content, local citations |
| AEO Foundations | £300 | Schema markup, FAQ optimization, initial authority building |
| Content Creation | £200 | Blog posts optimized for both SEO and AEO |
Timeline: First 3 months focus 70% on SEO foundations, then shift to 50/50 split.
Scenario 2: Established Business (Strong SEO, No AEO)
Total Digital Marketing Budget: £2,500/month
| Activity | Budget | Reasoning |
|---|---|---|
| SEO Maintenance | £1,000 | Continue existing SEO, maintain rankings, monitor competitors |
| AEO Implementation | £1,000 | Comprehensive AEO audit, schema implementation, authority building |
| Dual-Optimized Content | £500 | Content that serves both SEO (rankings) and AEO (citations) |
Strategy: Leverage existing SEO authority to accelerate AEO results. Strong domain authority helps with AI citations.
Scenario 3: Competitive Market (Need Both Immediately)
Total Digital Marketing Budget: £5,000/month
| Activity | Budget | Reasoning |
|---|---|---|
| Advanced SEO | £2,000 | Competitive keyword targeting, link building, technical optimization |
| Comprehensive AEO | £2,000 | Full AEO transformation, media outreach, podcast appearances, schema |
| Content Strategy | £1,000 | Expert content, case studies, thought leadership for both channels |
Approach: Compete on all channels simultaneously. In competitive markets, omnichannel visibility is essential.
Real-World UK Business Examples: Combined AEO + SEO Strategy
Case Study 1: London Employment Law Firm
Starting Position (January 2024):
- Strong SEO: Position 3-5 for "employment lawyer London"
- Zero AEO: Not mentioned by ChatGPT or Claude
- Monthly leads: 35 (all from SEO/referrals)
Strategy Implemented:
- Maintained SEO: £1,500/month continuing existing optimization
- Added AEO: £1,500/month focused on AI visibility
- AEO Actions: Published 8 expert articles in legal publications, appeared on 3 law podcasts, optimized website with comprehensive schema, created detailed FAQ pages
Results After 4 Months:
- SEO: Rankings improved to position 2-3 (content quality lifted SEO)
- AEO: Cited by ChatGPT for 60% of relevant employment law queries
- Monthly leads: 67 (35 from SEO, 24 from AI citations, 8 from referrals)
- ROI: £3,000/month investment generated £42,000 additional monthly revenue
Key Insight: AEO and SEO reinforced each other. Authority built for AEO improved SEO rankings. Content created for AEO also ranked in Google.
Case Study 2: Manchester Digital Marketing Agency
Starting Position (March 2024):
- Moderate SEO: Position 8-12 for competitive keywords
- No AEO presence
- Monthly leads: 18
Strategy Implemented:
- Reduced SEO spend: £800/month (maintenance only)
- Prioritized AEO: £1,700/month (identified AI search as higher-intent channel)
- AEO Actions: Created comprehensive case studies, built Wikipedia presence, secured features in 5 marketing publications, optimized for "best digital marketing agency Manchester" AI queries
Results After 3 Months:
- SEO: Rankings stable (no improvement but not lost)
- AEO: ChatGPT citations for 45% of agency recommendation queries
- Monthly leads: 39 (12 from SEO, 21 from AI citations, 6 from other)
- Conversion Rate: AI-driven leads converted at 28% vs 12% from SEO
Key Insight: For service businesses where customers seek recommendations rather than general information, AEO priority delivered better ROI than SEO.
Case Study 3: Birmingham Boutique Hotel
Starting Position (May 2024):
- Strong local SEO: Top 3 for "boutique hotel Birmingham"
- Zero voice/AI presence
- Direct bookings: 40% of total bookings
Strategy Implemented:
- Continued SEO: £600/month (Google Business, reviews, local citations)
- Added AEO Focus: £400/month (voice search, AI optimization)
- Specific Focus: Optimized for voice queries ("Alexa, find me a boutique hotel in Birmingham city centre") and AI recommendation queries
Results After 2 Months:
- SEO: Maintained top 3 positions
- AEO: Featured in Google Assistant and Siri recommendations
- Direct bookings: Increased to 54% of total bookings
- New booking source: 14% of bookings now come from voice/AI search
Key Insight: For local businesses, voice search AEO complements traditional local SEO perfectly. Many customers now use voice to find local accommodations.
Overlapping Strategies: How SEO and AEO Reinforce Each Other
The most effective approach isn't choosing between SEO and AEO — it's leveraging their overlaps:
Strategy 1: Authority Building Works for Both
- SEO Benefit: Media mentions create backlinks (ranking factor)
- AEO Benefit: Same mentions become citation sources for AI models
- Action: When you secure a feature in a trade publication, you benefit both SEO and AEO simultaneously
Strategy 2: Structured Content Serves Both Channels
- SEO Benefit: Clear H2/H3 structure helps Google understand content
- AEO Benefit: Same structure helps AI models extract key information
- Action: Write content with clear headings that are actual questions people ask
Strategy 3: Schema Markup Improves Both
- SEO Benefit: Rich snippets, enhanced search results, better CTR
- AEO Benefit: AI models parse structured data to understand your business
- Action: Comprehensive schema implementation pays dividends across both channels
Strategy 4: E-E-A-T Signals Benefit Both
- SEO Benefit: Google's algorithm favors Experience, Expertise, Authoritativeness, Trustworthiness
- AEO Benefit: AI models cite sources with strong authority signals
- Action: Building credentials, showcasing expertise, and earning trust improves both SEO and AEO
Strategy 5: Quality Content Excels Everywhere
- SEO Benefit: Comprehensive, valuable content ranks better
- AEO Benefit: Detailed, clear explanations are more likely to be cited by AI
- Action: Create genuinely useful content rather than keyword-stuffed pages
Common Mistakes When Balancing SEO and AEO
Mistake 1: Abandoning SEO for AEO
Why It's Wrong: Traditional search still drives the majority of traffic for most businesses. Abandoning SEO means losing reliable traffic while building AEO presence.
Correct Approach: Maintain existing SEO while gradually adding AEO investment.
Mistake 2: Ignoring AEO Because "SEO Works"
Why It's Wrong: Customer behavior is shifting. Waiting until competitors dominate AI search makes catch-up harder.
Correct Approach: Start building AEO presence now while competition is lower.
Mistake 3: Using Identical Strategy for Both
Why It's Wrong: While there's overlap, AEO requires specific optimizations (schema, conversational content, authority citations) that differ from traditional SEO tactics.
Correct Approach: Implement shared foundations (content, authority) then add channel-specific optimizations.
Mistake 4: Measuring Both with Same Metrics
Why It's Wrong: SEO success = rankings and traffic. AEO success = citation frequency and conversion quality. Using traffic metrics for AEO misses the point.
Correct Approach: Track rankings and traffic for SEO; track citations and AI-driven conversions for AEO.
Mistake 5: Expecting Instant Results from Either
Why It's Wrong: Both SEO and AEO require time. SEO typically takes 3-6 months; AEO takes 4-8 weeks for initial results but 3 months for consistent citations.
Correct Approach: Plan for 90-day optimization cycles for both channels.
Your Action Plan: Implementing SEO + AEO Together
Month 1: Assessment & Foundation
- Audit current SEO performance: Rankings, traffic, conversions
- Test current AEO presence: Check citations across ChatGPT, Claude, Perplexity
- Identify quick wins: Low-hanging fruit for both channels
- Implement schema markup: Benefits both SEO and AEO immediately
- Optimize Google Business Profile: Critical for both local SEO and AI local recommendations
Month 2: Content & Authority
- Create dual-optimized content: Articles that rank in Google AND get cited by AI
- Begin authority building: Secure media mentions that create backlinks (SEO) and citations (AEO)
- Optimize key pages: Homepage and service pages for semantic clarity
- Build FAQ sections: Answer common questions with schema markup
- Start tracking: Monitor both SEO rankings and AI citations weekly
Month 3: Refinement & Scaling
- Analyze what's working: Which content ranks AND gets cited?
- Double down on success: Create more content in successful formats
- Address gaps: If SEO strong but no AI citations, focus AEO efforts. Vice versa if opposite.
- Expand authority: Podcast appearances, expert articles, industry recognition
- Measure ROI: Calculate return from both channels, adjust budget allocation
Ongoing: Optimization & Adaptation
- Monthly reviews: Track progress in both SEO and AEO metrics
- Quarterly budget adjustments: Shift investment based on which channel delivers better ROI for your business
- Stay updated: Both SEO and AEO evolve. Google algorithm updates affect SEO; new AI models affect AEO
- Competitive monitoring: Track competitor performance in both traditional search and AI citations
Frequently Asked Questions
Is AEO replacing SEO?
No, AEO is not replacing SEO. They serve different purposes and work together. SEO helps you appear in traditional search results (Google, Bing), while AEO ensures AI chatbots (ChatGPT, Claude, Perplexity) recommend your business. In 2025, successful businesses need both strategies because customers use both traditional search and AI-powered tools.
Should I invest in AEO or SEO first?
For most UK businesses, maintain existing SEO while gradually adding AEO. If you have no digital presence, start with SEO foundations (website, Google Business, basic content) then add AEO within 2-3 months. If you already have strong SEO, add AEO immediately to capture the growing AI search market. The two strategies overlap significantly, so implementing both is more efficient than choosing one.
How should I split my budget between AEO and SEO?
Budget allocation depends on your current position and business type. Recommended splits: New businesses (70% SEO, 30% AEO), Established businesses with existing SEO (50% SEO, 50% AEO), Service businesses with high-intent queries (40% SEO, 60% AEO), Ecommerce (60% SEO, 40% AEO). These aren't rigid rules but starting guidelines. Monitor which channel drives better ROI and adjust quarterly.
Can content be optimized for both SEO and AEO?
Yes, absolutely. The best content serves both channels. Use clear headings (H2/H3) that are actual questions, provide comprehensive answers with specific data, implement schema markup, build authoritative citations, and maintain E-E-A-T signals. Content optimized this way ranks well in Google AND gets cited by AI chatbots.
Which shows results faster, SEO or AEO?
AEO typically shows initial results faster (4-8 weeks for first citations vs 3-6 months for meaningful SEO rankings). However, both require ongoing optimization. AEO's faster initial results make it attractive for businesses needing quicker wins, but long-term success requires sustained effort in both channels.
Do I need different agencies for SEO and AEO?
Not necessarily. Some agencies (like AEO-REX) specialize in both. However, many traditional SEO agencies don't yet offer AEO services. If your current SEO agency doesn't provide AEO, you can add a specialized AEO consultant while maintaining your existing SEO relationship. The strategies complement rather than conflict.