Answer Engine Optimization (AEO) Strategies for AI-Driven Search

The world of search engines is changing faster than ever. Between ChatGPT, Google’s new AI, and a wave of other large language models (LLMs), the way people find answers online is seeing significant changes.

Google’s global traffic has declined almost 8% in the year following ChatGPT’s release, and people are exploring new ways of getting the information they need. Of all those searches, AI Overviews appear in over 13% of all searches, which means your business has even more competition to be at the top of that search engine results page.

Google’s global traffic has declined almost 8% in the year following ChatGPT’s release. — SEMRush

A 2025 poll from the Associated Press found that 60% of Americans are using AI to find the information they’re looking for. A new challenge of search engine marketing is getting your business’s website to be the one that these AI engines are pulling from.

That’s where AEO (Answer Engine Optimization) comes in. While traditional SEO helps you rank in search results, AEO ensures your content is strategically optimized to be shared by AI-powered tools.

What Is AEO?

AEO is the process of optimizing your website so that AI-powered platforms like ChatGPT, Google AI Mode, and Perplexity use your content as their source when answering user questions.

It’s important to understand the difference between how these tools work:

• Large Language Models (LLMs) like ChatGPT, Gemini, and Claude are trained on huge datasets, not Google’s index. They rely on a mix of historical data, licensed data, and recent web crawling. They aren’t bound to what ranks on Google.
• Google AI Mode pulls from the live search index. It mirrors traditional search results, but gives priority to well-structured, frequently updated content.

This distinction matters because even if you’re ranking on the first page of Google, LLMs might still skip your content if it’s not formatted and structured in ways they can quickly parse.

The good news? Strong SEO fundamentals—such as the tested techniques used by our team at PHOS Creative —still matter. But now, they need to be layered with AI-specific strategies to give your website the best chance at ranking in a new landscape.

Core AEO Best Practices: What Still Works vs. What’s New

To maintain visibility in an AI-driven search landscape, you need a dual approach: solid SEO fundamentals paired with targeted AEO enhancements.

SEO Strategy That Still Works

These practices continue to drive authority and visibility:

• Structured Data: This is a standardized format of code that gives Google insight into the content of the page. Add schema markup like Local Business, FAQ, and Product schema to help search engines understand your website content more effectively.
• High-Quality, Human-Centered Content: Prioritize delivering value to your viewer as opposed to keyword stuffing. Your website content should be written to solve user problems.
• Page Speed & Mobile-First Design: A fast, mobile-friendly site is still critical to rankings.
• Strong Backlinks: Earn links from trusted industry sources. This signals authority to search engines and AI alike.
• Internal Linking for Topical Authority: Connect related content across your site with internal links to demonstrate depth and expertise on key topics in your industry.

AEO Strategy Enhancements

This is where you level up for the AI era:

• Answer-Centric Formatting: Use clear headings, bullet points, numbered steps, and concise definitions. This formatting makes it easier for AI to extract an answer.
• Freshness & Recency: AI sources seek out the most up-to-date information, so update web pages frequently (we recommend updating key webpages annually at a minimum).
• Conversational Search Optimization: Craft content in a natural, conversational tone that reflects how people actually speak.
  Authority Backlinking: Earn mentions from reputable sources, such as local news outlets, industry publications, and authoritative directories.
• AI Crawler Optimization: Use a robots.txt file that allows AI crawlers and make sure your site’s JavaScript content is accessible.
• Have an Omnichannel Strategy: AI sources commonly pull from a variety of nontraditional channels like Reddit, Quora, TikTok, and YouTube. Consider expanding your brand’s presence to be everywhere your audience is.

Common Questions Our Clients Ask About AI Search

Why did my organic traffic drop?

Many businesses have experienced year-over-year drops in organic traffic in the last couple of years. This is explained by those AI Overviews showing up at the top of the page and answering a user’s question before they ever have to scroll down and find your site organically.

Will optimizing for AI hurt my regular SEO?

No, AEO builds on your existing SEO efforts rather than replacing them. While Google AI Mode mirrors traditional search results, tools like ChatGPT and other LLMs pull from broader sources. Optimizing for AI enhances your content’s reach without negatively affecting your search rankings.

What’s the ROI of AEO?

AEO strengthens your brand’s visibility and authority in AI-generated results. As traditional search clicks decline, this helps protect your traffic, ensuring your content continues to appear as a trusted answer source and keeps your business discoverable in emerging AI-driven search experiences.

How We Approach AEO at PHOS

At PHOS, we’ve built AEO practices into our framework to help our clients stay visible as search evolves. Our approach blends traditional SEO with AI-focused tactics:

• Keyword Research: We research both traditional keywords and trending AI-driven questions.
• Schema Setup: PHOS adds the relevant structured data to your web pages to maximize readability by AI engines.
• Article Development: We use a human-led, AI-assisted content creation to answer your users’ questions and have the highest quality content on your website.
• Answer-Centric Landing Pages: We create dedicated pages designed to directly answer users’ questions, including Q&A hubs, detailed cost breakdowns, and step-by-step guides. These formats make it easy for AI tools and search engines to extract clear, reliable information—increasing your chances of being featured as the go-to answer.
• Monthly Reporting: We deliver in-depth reports that track your brand’s visibility, giving you a clear picture of how your brand is performing across evolving search channels. We’re actively exploring new ways to track brand presence in AI tools and traffic.

This combination helps your content not only rank but also get amplified by AI to reach more of your customers.

Lead the Future of Search

AI is rewriting the rules of online visibility. Most brands will scramble to adapt—leaders will prepare. Our team is here to help you fill that gap. Connect with PHOS today to future-proof your presence. Our AEO and SEO management strategies will keep your brand at the forefront as AI transforms how people find answers online. Start now and stay ahead!