HubSpot has published an article answering the question, ‘What is Answer Engine Optimization (AEO) and how does it change SEO?’.

The HubSpot team says, “If AEO isn’t replacing SEO, what does it actually add to your workflow? Let me break down the practical differences.

Entity Clarity Matters More Than Ever

With traditional SEO, you optimize for keywords. With AEO, you’re also optimizing for entities, such as the people, places, things, and concepts that AI systems need to understand.

This means being crystal clear about who you are, what you do, and how you connect to other entities in your space. If you’re a SaaS company, AI needs to know you exist and how you relate to your industry, competitors, and the problems you solve.

The clearer you are, the more confidently AI can cite you.

Question-and-Answer Content Becomes Your Best Friend

AI systems prefer content that directly answers questions, as that’s their primary purpose.

This doesn’t mean every blog post needs to be an FAQ (please, no), but it does mean structuring content around the questions your audience is actually asking. You want fewer posts like “10 Tips for Better Email Marketing” and more posts like “How Do I Improve My Email Open Rates?” with a clear, concise answer up front.”

What is Answer Engine Optimization (AEO) and how does it change SEO?

HubSpot