The biggest mistake people make about AEO is assuming it works like old-school SEO. It doesn’t.
To succeed in AEO, you need to understand how these new AI-driven answer engines (like ChatGPT, Perplexity, Bing Copilot, and Gemini) actually work under the hood.
Let’s break it down with simple metaphors and real examples.
The Classic SEO Mental Model (Old Way)
In traditional Google search, here’s what happens:
- You type a keyword:
best project management tools - Google searches its index.
- It ranks results based on signals (keywords, links, engagement, etc).
- You see a list of 10+ blue links. You pick one.
Simple. You win by being ranked higher than others.
The Modern AEO Model (New Way)
In ChatGPT or Perplexity, the process looks more like this:
You ask a full question:
“What are the best project management tools for remote teams in 2025?”
Now here’s what happens behind the scenes:
Step 1: Query Rewrite
The AI model rewrites your question into a clean, search-friendly query like:
best project management tools remote teams 2025It may create several variations of the query.
Step 2: Web Search (RAG = Retrieval Augmented Generation)
It sends that query to a search engine (usually Bing or Google). It pulls back a few top pages, Reddit threads, and YouTube videos.
Step 3: Content Parsing
The model skims the pages it pulled in. It extracts facts, names, numbers, pros and cons, quotes, comparisons – anything it can use to construct an answer.
Step 4: Answer Drafting
Now it composes a full answer in its own words. Often, it includes inline citations like:
“According to ClickUp’s comparison chart…” or “CapCut ranks highly in reviews [capcut.com].”
Step 5: Output
You get a fluent, direct answer. The model shows 1–3 clickable source links, but the text is fully AI-written.
You are either mentioned in the answer – or you are invisible.
Simple Visual: Old vs. New
| SEO (Google) | AEO (ChatGPT / Perplexity) | |
|---|---|---|
| User Input | Short keywords | Full questions, with context |
| Results Format | Ranked list of 10+ blue links | Single answer paragraph, some citations |
| Your Role | Rank high in the list | Be selected as part of the answer |
| Who Writes It | The site owner (you) | The AI model, using your info |
| What Matters | Keywords, backlinks, structure | Facts, trustworthiness, citations |
Why understanding this matters
If your page:
- Loads slowly
- Uses vague titles
- Buries facts under marketing fluff
- Doesn’t clearly list pros, cons, prices, features, etc
…then the model might skip you entirely and use someone else’s site instead.
And worse: that other site may become the answer users remember.
So AEO is not about “ranking higher.” It’s about being understood faster, summarized accurately, and trusted more than others.
What you can start doing differently
- Think like a lazy robot: Would a machine quickly understand what this page is about?
- Write like a helpful expert: Would a researcher copy-paste this paragraph into their report?
- Structure for pickup: Use tables, subheadings, and short, specific answers.
- Monitor citations: You’re aiming to be quoted, not just linked.
Ready to move on? Enter the next chapter From Keywords to Questions: Rethinking Your Content Strategy.
AEO & GEO Handbook 2026 by People, business, and AI systems clarity coach Mike Moisio