Changing habits mean changing visibility
Today, more than 90 % of internet users stop at Google’s first page. Yet as conversational search grows, the way we look for information is changing profoundly. More and more users ask questions directly to AI assistants such as ChatGPT, Gemini or Perplexity, which pull out the most relevant answers on the spot.
In this context, traditional Search-Engine Optimization (SEO) remains essential but now needs to be paired with Answer Engine Optimization (AEO)The goal: not just ranking high in a search engine, but becoming the answer chosen by an AI.
Strengthening SEO fundamentals, still the necessary bedrock
A well-ranked site rests on three pillars: solid technical quality, relevant content and popularity.
Intent first: Understand the real intent behind each query. Go beyond generic keywords; work on long-tail phrases and the concrete questions your customers ask.Structured, up-to-date content: Clear headings and hierarchical paragraphs, updated regularly, send positive signals to engines.
Technical health: Fast load times, mobile readiness, optimized tags and coherent internal linking remain prerequisites. Authority signals: High-quality inbound links gained via partnerships, guest posts or contributions on authoritative sites boost your domain authority.
AEO, anticipating conversational search
Unlike SEO, AEO focuses on a content’s ability to be quoted directly by a conversational engine. AIs privilege information that is clear, verifiable and well structured.
Key principles:
- Lead with the answer: Give the gist first, then go deeper. For instance, for “How do I optimize my site for AEO?” start with a direct answer before the detail.
- Polish the structure: Q&As, logical headings and schema.org structured data make extraction easy. Lists, comparison tables and clear definitions help.
- Stay fresh: AIs favor recent, reliable content. Work on E-E-A-T: Expertise, Experience, Authority, Trustworthiness. Cite sources, quote experts, share concrete case studies.
Well-designed AEO content also anticipates voice and follow-up questions by using your users’ natural vocabulary. One figure to keep in mind: Google says over one billion users already see AI Overviews. With Gemini 2.0’s AI Mode , adoption will only accelerate.
Technical optimization, leave no detail behind
Certaines optimisations techniques deviennent stratégiques pour apparaître dans les réponses générées par l’IA.
- Allow AI-specific crawlers (ChatGPT-User, Google-Extended, Claude-Web…).
- Add the right structured data (Article, Q&APage, HowTo).
- Monitor performance: fast loading, HTTPS, logical heading structure, clear navigation.
- Keep your XML sitemap current and remove orphan pages.
Extending your footprint on AI platforms
Visibility is no longer confined to your site. Some conversational tools draw on open knowledge bases: contribute to Wikipedia, Wikidata, sector-specific wikis or expert forums. Where possible, create optimized profiles on platforms like Perplexity Pages or You.com. The more your expertise shows up there, the more likely an AI will cite you.
Measuring impact : tracking is essential
No tool can yet tell exactly when or how your content is used by an AI. Still, monitor traffic from AI referrers (chat.openai.com, perplexity.ai …) and track classic SEO rankings. Complement this with Bing Webmaster Tools and Google Search Console to uncover optimization opportunities.
Conclusion: SEO and AEO, same battle
SEO is not obsolete, it’s evolving. By tightening your site’s technical quality, structuring clear, trustworthy, up-to-date content and building authority, you lay the groundwork to appear both in traditional results and AI answers.
Ready to adapt your strategy now?
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Pinpoint your high-potential content today, optimize it for conversational search and track its performance before your competitors become the AI-chosen answer.
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