As AI-driven search reshapes how users access information online, Answer Engine Optimisation (AEO) has become an essential complement to traditional SEO (search Engine Optimisation) strategies. Rather than viewing AEO as a standalone tactic, we recommend Clients consider how AEO could form part of a symbiotic digital ecosystem — working in harmony with SEO, content strategy, CRO, technical optimisation and PPC to deliver maximum website visibility and value.
AEO focuses on optimising your content for AI-powered platforms that aim to provide users with direct, contextually rich answers — often without a click. This might be in Google's AI Overviews, featured snippets, voice search responses, and emerging answer engines. The reward for a great AEO/SEO strategy is higher rankings and visibility on Google and Bing that delivers motivated customers to the right page on your website with landing pages that inform and then convert users to customers.
We believe that SEO and AEO should work with PPC and CRO to achieve the best optimisation results overall, while working closely with your website management team to improve your site rankings through excellent technical health and by providing content that satisfies search intent.
We are experts in:
- Situation Analysis
- SERP & Competitor Analysis
- AEO and SEO Strategy Development
- Content Development Strategy
- Answer Engine Optimisation
- AI Enhanced SEO
- Conversion Rate Optimisation
At the heart of a strong web presence is content that delivers Experience, Expertise, Authority and Trust (EEAT) to your customers and target audiences. Search Engines and Answer Engines rewards sites which are high quality and provide excellent resources to meet the requirements - the ‘search intent’ - of your audience. It is also about your website being technically fit for purpose alongside the deployment of excellent content that adds value to your audience’s user experience, and is understandable by search engines and Answer Engines.
Building a Symbiotic Framework
To create a truly integrated and mutually reinforcing relationship between SEO and AEO, businesses should:
- Align Content with User Intent and Query Patterns: Structure content to directly address common questions and provide clear, authoritative answers that AI systems can easily interpret and display.
- Use Structured Data and Schema Markup: Enhance machine readability and support better indexing by embedding structured data that helps AI tools understand context and relationships within your content.
- Optimise for Conversational and Voice Search: Tailor content to mimic natural language and spoken queries, increasing its suitability for voice-enabled devices and AI interfaces.
- Continuously Refine Through Insights and Data: Analyse which content is being featured in AI answers, adjust based on performance, and iterate content to improve its visibility and utility.
The Mutual Benefits for SEO and AEO
- For SEO: AEO enhances search visibility and positions your brand in high-value real estate such as featured snippets and AI summaries, increasing your authority and relevance.
- For AEO: SEO provides the best practice foundation signals — technical quality, EEAT content, crawlability — that AI engines use to trust and reference your content.
Together, they ensure your digital content is both discoverable and usable in the evolving search experience.
What else is important?
Conversion Rate Optimisation
Delivering users to your site through organic search is just the start; your site then needs to offer a good experience and convert traffic to sales or leads. Executing data-driven Conversion Rate Optimisation (CRO) experiments is a key part of any content development strategy. It is the process where all aspects of a target audience's experience are tested through data-driven experiments to improve conversion rate. This process removes our innate biases and ensures our tests use data-led insights to inform decision making.
Control, Test and Learn - the power of Paid Search to inform SEO and AEO strategies
Harmonising keyword strategies with PPC can help in the AEO/SEO process as it is trying to deliver to the same search intent as organic search. Running CRO experiments using paid search can deliver results quickly that benefit both paid search and organic search visibility and user journeys.
SEO for TikTok and Reddit
Let's not forget our new SEO opportunities on TikTok and Reddit.
TikTok SEO focuses on maximising visibility through strategic keyword placement, relevant hashtags, and compelling descriptions. Incorporating targeted keywords into captions—and subtly within the video content—can significantly enhance reach and engagement.
Effective optimisation also includes leveraging trending topics, using concise and attention-grabbing titles, and incorporating clear calls to action. Limiting hashtags to a few highly relevant ones helps maintain focus and avoids content dilution.
On Reddit, SEO relies on authentic engagement within niche communities. Success comes from answering questions, sharing genuine expertise, and identifying high-value keywords based on real user discussions. With Reddit’s growing visibility in Google search results, it has become a powerful platform for building authority and driving traffic. However, value-driven participation is key—content must be helpful and aligned with community norms to avoid being flagged as promotional.
Across both platforms, SEO is most effective when it prioritises relevance, user intent, and meaningful interaction.
What is equimedia's SEO/AEO approach?
SEO/AEO is an integrated element of Search Engine Marketing which includes PPC and CRO. We have a laser focus on the target users' search intent and optimising content for Answer Engines and Conversational Search to help you meet their needs better than your competitors do. This provides long term high rankings and landing pages that deliver strong conversion rates across all digital channels.
Is SEO a technical or marketing function?
Our belief is that SEO is fundamentally about digital marketing excellence because it is about understanding and satisfying the search intent of the visitor and ensuring your content is understandable by Answer Engines. As an SEO agency we have strong technical understanding of the requirements of the search engines and work closely with clients and developers to define and meet these.
Why choose equimedia for SEO?
equimedia has been delivering successful SEO campaigns for clients for 20 years. During this time search engines like Google have changed their requirements hugely. However, what has not changed is that SEO is about providing content that your visitors are looking for and Answer Engines can understand, providing strong technical skills and excellent communication between our SEO and CRO consultants and you, as the client. As our case studies show, this formula produces stable long term success.
