Comparisons
SEO vs AEO: what's the difference?
SEO: Optimizing for search rankings
SEO focuses on ranking high in search engine results pages (SERPs). The goal is to appear on page one when patients search for relevant terms.[2]
SEO tactics include keyword optimization, backlink building, technical site performance, and content quality.
Success in SEO means more visibility in Google's "10 blue links" and local pack results.
SEO has been the primary digital marketing focus for healthcare practices for two decades.
AEO: Optimizing for AI citations
AEO focuses on being cited by AI tools when they answer questions. Instead of ranking, the goal is being the source AI references.[3]
AEO tactics include structured data, clear entity definitions, authoritative content, and consistent information across the web.
Success in AEO means appearing in ChatGPT responses, Google AI Overviews, and Perplexity citations.[1]
AEO is increasingly important as AI tools become a standard part of how patients research healthcare options.
Key differences
Output: SEO earns rankings, AEO earns citations.
User behavior: SEO serves users who click through results, AEO serves users who consume AI-generated answers.
Signals: SEO emphasizes backlinks and engagement, AEO emphasizes entity clarity and authoritative signals.
Measurement: SEO tracks rankings and organic traffic, AEO tracks AI citations and brand mentions in AI tools.
Why you need both
SEO and AEO are complementary. Strong SEO signals help AEO (AI often cites well-ranking sources), and AEO practices improve SEO (structured data and authority help rankings).
Patient behavior varies. Some patients use traditional search engines, some use AI tools, and many use both as part of their research process.
AI tools are growing but haven't replaced search engines. Ignoring either channel means missing patients.
The best approach: build a foundation that serves both SEO and AEO simultaneously.
Key takeaways
- SEO optimizes for search rankings, AEO optimizes for AI citations
- Both serve different user behaviors and search contexts
- SEO and AEO strategies are complementary, not competing
- Healthcare practices should invest in both channels
Related concepts
Foundational definitions
What is Answer Engine Optimization (AEO)?
When a patient asks ChatGPT "best orthopedic surgeon in Boston," is your practice among the sources it cites? With nearly 60% of US adults searching for health information online, and AI tools rapidly becoming part of that journey, practices that aren't optimized for answer engines are invisible to a growing segment of patients.
How it works
How AI search works
AI search tools like ChatGPT, Perplexity, and Google AI Overviews are changing how people find information. Understanding how these tools work is essential for ensuring your practice gets discovered and cited.
Comparisons
Google AI Overviews for healthcare
Google AI Overviews (formerly Search Generative Experience) provide AI-generated summaries at the top of search results. For healthcare queries, these overviews significantly impact how patients discover and evaluate providers.
Healthcare-specific
AEO for healthcare
Answer Engine Optimization (AEO) for healthcare is the practice of structuring your medical practice's online presence so that AI-powered tools – ChatGPT, Google AI Overviews, Perplexity, and others – cite, recommend, and surface your practice when patients ask health-related questions. As AI search tools handle an increasing share of patient research, the practices that appear in AI-generated responses gain a significant acquisition advantage over those that only optimize for traditional search rankings.
Comparisons
Entity SEO vs keyword SEO
SEO has evolved from matching keywords to understanding entities. While keywords still matter, modern search engines prioritize understanding what entities exist on your site and how they relate to searcher intent.
Related problems
Common challenges this concept helps address
Sources
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