What’s the Difference, and How Can B2B Companies Leverage Them for Success?

Two strategies dominate the field of online search visibility today: Search Engine Optimization (SEO) and Answer Engine Optimization (AEO). While SEO has long been the primary tool for attracting traffic and achieving high rankings on search engine results pages (SERPs), AEO is emerging as a more focused strategy, aiming to answer users’ questions directly and succinctly. B2B companies, in particular, can benefit from understanding and utilizing both SEO and AEO to stand out among their target audiences, generate organic traffic, and ultimately drive lead generation and conversions. Here’s an in-depth look at the differences between AEO and SEO, how they apply to B2B companies, and how leveraging both can deliver exceptional results.

What is SEO?

Search Engine Optimization (SEO) refers to the practice of optimizing web pages to rank highly on search engines like Google, Bing and Yahoo. It involves creating content and structuring websites to appeal to search engines’ algorithms, helping companies achieve higher rankings on SERPs. SEO encompasses several elements, including keyword research, on-page optimization (like meta tags, headers, and image alt texts), off-page factors (like backlinks and social signals), and technical optimization (site speed, mobile-friendliness and secure connections).

The goal of SEO is to make a website easy for search engines to understand and rank, ultimately drawing more organic traffic to the site.

What is AEO?

Answer Engine Optimization (AEO), on the other hand, is a newer concept that focuses on optimizing content specifically for answer engines like Google’s featured snippets, voice search devices (such as Siri and Alexa), and AI-driven search functionalities. AEO emphasizes providing concise, direct answers to users’ questions, ideally positioning a company’s content in the coveted “Position Zero” – the top of the SERP where answers are often directly displayed.

For AEO, the primary goal is not only to rank on the first page but also to be the definitive answer for a specific query. This approach is particularly useful for capturing attention from voice searches, which are increasingly popular in both B2C and B2B markets.

At GGC, we’ve been focused on user queries and this “AEO” technique for some time now, pulling those queries from Google Search Console and the “People Also Ask” sections of Google search returns to identify actual questions searchers ask when using Google. By posting answers to those questions on targeted client pages, we’ve seen dramatic increases in ranking and, ultimately, traffic to those pages.

Key Differences Between AEO and SEO

User Intent and Format: SEO often aims to provide comprehensive information that aligns with keyword searches, focusing on broad topic coverage. AEO, however, targets specific questions or “answerable” queries, providing direct answers quickly. While SEO content might be long-form to cover a topic in depth, AEO content is often structured in snippets, bullet points, or Q&A formats.

Goal of Optimization: SEO optimizes content to rank across search engines and drive traffic to the website. AEO, however, focuses on capturing the top SERP positions, featured snippets, or voice search responses, often with the user receiving the answer directly on the SERP.

Focus on Search Intent: SEO caters to informational, commercial and transactional search intent, capturing users looking for general information or specific products/services. AEO, in contrast, is especially focused on informational queries, aiming to provide an immediate response to questions that users often ask in voice search or natural language formats.

Ranking Metrics: SEO success is measured by metrics such as click-through rate (CTR), organic leads generated and organic traffic. AEO’s effectiveness is gauged by featured snippet capture rate, voice search responses and the number of direct answers provided by search engines.

Why AEO and SEO Are Relevant for B2B Companies

The B2B space is competitive, with many companies vying for visibility in niche markets. SEO remains crucial for helping potential clients find relevant content, but as search engines and customer expectations evolve, B2B companies must also incorporate AEO strategies to capture targeted traffic more effectively.

AEO holds particular value for B2B companies because the B2B buyer’s journey is highly research-driven. Decision-makers in B2B settings typically conduct extensive research before contacting a company, and they often seek quick answers to specific questions during the early stages of this journey. If your company can deliver concise, valuable answers through AEO-focused content, you can establish your brand as a trusted resource from the start, increasing the likelihood of conversion.

Technical B2B businesses want to stay ahead of AEO as they see engineers and technical users using answer engines as search replacements, skipping the search engine entirely to get a summarized answer to their query.

Strategies for B2B Companies to Utilize SEO and AEO for Increased Visibility and Lead Generation

Optimize for Featured Snippets and Position Zero

Featured snippets (like direct answer boxes, lists, tables or charts) capture prominent placement in Google’s results. To increase your chances of appearing in these snippets, create content that directly answers common questions, preferably near the beginning of the page. Use headings to structure content, include lists where appropriate, and write concise summaries to provide value at a glance.

For example, if you’re a B2B tech company, you might write an article titled “What Is Predictive Maintenance in Manufacturing?” with a concise definition near the top of the page. The more clearly you answer these questions, the more likely your content will appear as a featured snippet.

Incorporate Long-Tail Keywords and Natural Language Phrasing

Voice searches are becoming increasingly important, and voice queries tend to be phrased as full sentences or questions (e.g., “What are the benefits of predictive maintenance for manufacturers?”). B2B companies should incorporate long-tail keywords and natural language phrasing that mirror how people speak. Tools like AnswerThePublic and Google’s “People Also Ask” feature can provide insight into these types of questions.

Create Content Hubs and Topic Clusters

B2B buyers are more likely to trust companies that demonstrate thought leadership. Creating content hubs, or topic clusters, around specific themes (e.g., “industrial automation” or “cybersecurity for manufacturers”) helps search engines recognize your website as an authority on these subjects. Content hubs also encourage visitors to explore multiple pages, increasing engagement and signaling relevance to search engines.

Leverage Schema Markup

Schema markup is a type of structured data that helps search engines understand the context of your content. Using schema to mark up FAQs, reviews, authorship and other content elements can improve the chances of your pages being featured in rich results on SERPs. For B2B companies, FAQ schema and product schema are particularly valuable for capturing attention and conveying essential information to potential clients in the search results.

Address Pain Points Through Specific Q&A Content

B2B buyers have specific pain points, and they often search for solutions that address these directly. Develop a series of Q&A content pieces that tackle these issues, answering common questions with clear and straightforward solutions. Q&A content is ideal for AEO as it aligns with the question-and-answer format favored by answer engines.

As mentioned earlier, at GGC, we focus heavily on People Also Ask and Google Search Console to identify actual and relevant queries. We’ll create content around those questions and have found Google highly responsive to these efforts to increase our rankings.

Optimize for Mobile and Voice Search

AEO is highly compatible with voice search, which is becoming a standard part of the B2B research process. Ensure your site is optimized for mobile devices, with fast loading times and a user-friendly design. Make content scannable with clear headings and concise paragraphs to help answer engines process information quickly.

Prioritize Thought Leadership Content and Case Studies

B2B buyers rely on in-depth information before making decisions. Create content that not only addresses specific questions but also highlights your expertise, such as whitepapers, case studies, and thought leadership articles. By combining thought leadership with AEO, you position your brand as a go-to resource for high-level insights and practical solutions. This is also helpful with ranking your website, as Google prioritizes EAT (expertise, authority and trust) in order to show as much expertly crafted content as possible.

Utilize Internal Linking for Greater Content Discoverability

h2 internal linking helps with SEO by guiding users to related content and helps search engines better understand your website structure. For AEO, interlinking Q&A pages and resource hubs can keep users engaged, reduce bounce rates, and provide valuable paths for both users and search engines to follow.

As search behaviors evolve, B2B companies can no longer rely solely on traditional SEO to maintain a competitive edge. By incorporating AEO strategies, B2B brands can improve their chances of appearing in featured snippets, position themselves as leaders in their industries, and capture the attention of decision-makers early in the buying process. By optimizing for both SEO and AEO, B2B companies can generate more organic traffic, foster engagement and ultimately drive higher-quality leads that fuel business growth.