From hidden to highlighted: Mastering the new era of generative AI search

For years, businesses have relied on exceptional service and smart search engine optimization (SEO) to connect with customers. The strategy was straightforward: rank high on search engines, attract more clicks, and drive traffic to your website.

However, the landscape is evolving rapidly. AI-powered answer engines like ChatGPT, Perplexity, and Google Gemini are transforming how people find information.

This is where answer engine optimization (AEO) comes into play. Unlike traditional search engines that present users with a list of links, AI-powered answer engines deliver a single, well-structured response. Rather than viewing this as a challenge, businesses should see it as an opportunity — to become the preferred source AI turns to when providing answers.

By understanding and adopting AEO, businesses can stay ahead of the curve, ensuring they remain visible, credible, and competitive in this new era of search.

So, what distinguishes SEO from AEO? AEO provides a single, best-fit answer, eliminating the need for users to sift through multiple websites. Additionally, AI prioritizes credibility and trustworthiness, meaning businesses that focus on accurate, transparent, and well-structured content will thrive.

Unlike SEO, AEO doesn’t rely on long-form, keyword-packed content. Instead, AI engines pull structured, concise, and authoritative information as a direct response. SEO rankings depend on web traffic, backlinks, metadata, strategic keywords, and updates. AEO, on the other hand, prioritizes structured data, factual accuracy, and credibility signals that AI can recognize and trust.

So, what does this mean for businesses? It is a game-changer because AI-driven search removes the need to browse multiple links. Companies need to shift their focus from ranking for keywords to providing clear, well-structured answers that AI can extract easily.

A user searching for “best eco-friendly cleaning products” on Google gets a list of links to explore. However, on an AI-powered answer engine like ChatGPT, users receive a direct response that recommends a top-rated product, explains its benefits, and summarizes insights from various sources.

Some ways to optimize for AEO include starting to think like an AI, not a blogger. Instead of long, dense articles, structure content in an FAQ format or clear bullet points.

Example: Rather than writing a full blog post on “How to Improve Indoor Air Quality,” a home improvement company could create a structured Q&A: The question might be “what are the best ways to improve indoor air quality” with the answer being informational and authoritative, such as … use air purifiers, replace HVAC filters regularly, and add air-purifying plants like peace lilies and snake plants.

It’s also essential to prioritize structured, authoritative content. AI favors data-rich, well-organized content over back-links and keyword density.

Example: A solar energy company should move beyond simply listing “best solar panels” in a blog post. Instead, they should use structured data — like comparison tables, specifications, and FAQs — so AI can pull the best answer quickly.

With any new technology comes a change in how to measure AEO success. With SEO, businesses track clicks and web traffic. But with AEO, success is measured by how often AI models select and present your content in their responses. Instead of just checking website visits, businesses should test how frequently AI engines reference them in answers.

Example: A local accounting firm used to measure SEO success by website traffic. Now, they check how often AI engines recommend them when users ask, “Who are the best accountants in (city)?”

The bottom line? Businesses that adapt to AEO will position themselves as trusted voices in AI-driven search, staying relevant and competitive in the evolving digital landscape.

• Steve J. Bernas is president and CEO of the Better Business Bureau and can be reached at sbernas@chicago.bbb.org.