Businesses and marketers are constantly trying to figure out how to get their websites noticed. For years traditional SEO has been the standard approach to improving visibility on search engines like Google and Bing. This approach focuses on optimising keywords, building backlinks, improving page speed, and creating content that search engines can index and rank. However, the rise of artificial intelligence has changed the game.
AI-powered search engines and large language models (LLMs) such as ChatGPT, Gemini and Perplexity have introduced a new approach called AI SEO or AEO (Answer Engine Optimisation). This has led many people to ask what exactly the difference is between AI SEO and traditional SEO and which one they should focus on to grow online presence.
In this article we will be comparing how Answer Engine Optimisation (AEO) differs from Traditional/Old SEO practices and discuss the metrics that SEO agencies should work on in order to appear in AI overviews and get cited by large language models (LLMs).
What is Traditional SEO / Old SEO Practices
Traditional SEO is the practice of optimising your website so that search engines can index it correctly and rank it higher in search results. The primary goal is to increase organic traffic by appearing in top positions for relevant keywords. It is a combination of on-page SEO, off-page SEO and technical SEO.
- On-page SEO involves optimising content with target keywords creating clear headings and meta descriptions and making sure the content is user-friendly.
- Off-page SEO focuses on building backlinks from reputable websites and increasing your website’s authority.
- Technical SEO includes ensuring the site is crawlable by search engines has fast load times is mobile-friendly and uses structured data where necessary.
Traditional SEO relies heavily on keywords. Understanding what terms your audience is searching for and integrating them naturally into your content is essential. This method also requires consistent updates and monitoring to ensure the website remains relevant and competitive.
The strengths of traditional SEO lie in its proven track record and ability to generate steady long-term traffic. It allows businesses to build domain authority and visibility over time. However it can be slow to show results and requires constant attention to adapt to algorithm updates.
What is AI SEO
AI SEO is a modern approach to optimisation that focuses on making your content discoverable and usable by AI-powered search systems and large language models. Instead of targeting keyword rankings alone, AI SEO aims to structure content in a way that AI systems can understand, extract and use to answer user queries directly.
Large language models do not simply index web pages, they synthesise information from multiple sources to generate responses. This means your content can be referenced even if it is not ranking number one on a search engine. AI SEO involves optimising content for clarity, structure, authority and relevance.
Key aspects of AI SEO include semantic content that answers user questions directly structured headings, schema markup and E-E-A-T principles. E-E-A-T stands for experience, expertise authority and trustworthiness. AI systems prefer content that demonstrates credibility and reliability.
AI SEO also incorporates predictive analysis and content clustering. AI tools can help identify the most relevant topics for your audience, analyse user intent and suggest content optimisations that align with how AI models process information. This allows your content to be more easily extracted and cited in generative search results.
HOW AEO is different from Old SEO
| Key Difference | Traditional SEO | AI SEO / AEO |
| Content Creation | Keyword-driven, longer content optimised for crawling and rankings | Answer-driven, concise content structured for AI extraction.. |
| Keyword Strategy | Optimises for exact keywords based on volume and competition. | Focuses on context and semantic relevance via topic clusters that answer user questions. |
| Authority Signals | Backlinks improve rankings and domain authority.. | Brand mentions, citations, and trusted sources improve AI trust. |
| Technical SEO Optimisation | Crawlability, mobile-friendliness, and site speed. | Schema, structured headings, and AI-readable content blocks.. |
| Website Speed and Scalability to Crawlers | Fast load times, clean site architecture, and efficient crawling by search engines. | AI automation enables rapid content analysis, creation, and optimisation at scale. |
| Performance Measurement | Traffic, rankings, CTR, and conversions. | AI citations, generative visibility, and authoritative mentions |
AI SEO vs Traditional SEO Keywords
One of the biggest differences between AI SEO and traditional SEO is the approach to keywords. In traditional SEO you research keywords for search volume competition and relevance and incorporate them into your content meta tags and headings. The focus is on ranking for these exact terms in search engines.
In AI SEO keywords are less important than context and semantic relevance. AI models look at the meaning of the content, how well it answers questions and the relationships between concepts. Instead of targeting specific keywords the strategy focuses on creating content clusters covering related topics and questions that users might ask.
For example, instead of writing a page targeting the keyword “best SEO practices”, AI SEO would recommend creating a hub of content that answers related queries such as how to improve website visibility, how AI affects search rankings and what is E-E-A-T. This approach ensures that AI models can extract relevant information and present it in direct answers.
Content Creation Differences
Content creation also differs significantly between traditional SEO and AI SEO. Traditional SEO content is often designed to include target keywords and follow a structure that search engines can easily crawl. It focuses on length keyword density readability and links to relevant sources.
AI SEO content prioritises clarity, accuracy and direct answers. It aims to solve user problems quickly and effectively. The content should be structured in a way that AI models can easily identify questions, answers and relevant sections. Headings, bullet points and short paragraphs improve extractability.
Quality remains important in both approaches but AI SEO places additional emphasis on credibility and authority. Providing verifiable facts citing reputable sources and demonstrating expertise is critical. This makes the content more likely to be referenced by AI systems in generative answers.
Backlinks and Authority
Backlinks are important for both traditional and AI SEO but the way they are used differs. In traditional SEO backlinks primarily serve as a ranking signal for search engines. Links from high-authority websites can boost your page ranking in SERPs.
In AI SEO backlinks and brand mentions are seen as signals of trust and credibility. AI systems often use authoritative mentions and citations when selecting content for generative answers. Even if a link is not present a recognised brand mention can help an AI model identify your content as reliable. Social engagement and presence on authoritative platforms further enhance this effect.
This means that building authority online is essential for AI SEO but the focus is on being recognised as a trusted source rather than just improving link equity.
Technical SEO Optimisation
Technical SEO is a foundation for traditional SEO. Ensuring your website is crawlable, has fast load times, is mobile friendly and uses structured data is critical for ranking. Tools like Google Search Console provide insights into errors and performance metrics.
AI SEO also benefits from technical SEO optimisation but emphasises structured content and schema. Proper heading hierarchy schema markup for articles, products services FAQs and structured metadata helps AI systems understand and extract information accurately. AI SEO tools can also automate audits and provide real-time optimisation suggestions making it easier to scale.
Website Speed and Scalability to Crawlers
Traditional SEO is manual and can be time-consuming. Keyword research content creation link building and monitoring require ongoing effort. Scaling these tasks across multiple pages can be slow and resource-intensive.
AI SEO automates many of these processes. AI tools can quickly analyse large volumes of content, suggest optimisations, generate drafts and identify content gaps. This allows marketers to scale their SEO efforts more efficiently while ensuring the content aligns with how AI models process information.
Measuring Success
Measuring success differs between traditional SEO and AI SEO. Traditional SEO success is measured using organic traffic, search engine rankings, click-through rates and conversions. Tools like Google Analytics provide detailed insights.
AI SEO success is measured by how often your content is referenced in AI-generated answers cited by large language models and used in generative search results. Tracking mentions across authoritative platforms monitoring AI extractions and measuring engagement with AI-distributed content are key indicators.
Common Mistakes
Common mistakes in traditional SEO include
- Over-reliance on keywords,
- Poor quality content,
- Slow site speed
- Ignoring mobile optimisation.
In AI SEO, common mistakes include creating content that is unclear or unstructured, failing to demonstrate authority, ignoring schema markup and not addressing user intent.
Avoiding these mistakes ensures that your content performs well in both traditional search and AI-driven discovery.
Integrating AI SEO and Traditional SEO
The most effective strategy today is not choosing one over the other but integrating both. Traditional SEO provides the foundation of crawlable indexable content and domain authority. AI SEO ensures that your content is structured, authoritative and extractable by AI models.
By combining both approaches you can achieve maximum visibility. Use traditional SEO to rank in search engines and AI SEO to appear in generative answers. This hybrid strategy allows brands to reach users through multiple channels and ensures long-term growth.
Why AI SEO is Becoming Important
AI-powered search is increasingly shaping how people find information. Users are asking questions directly to AI systems and expecting immediate answers. SEO agencies are actively exploring strategies to tackle the challenge of how to rank in AEO, GEO and LLM models. Brands that optimise for AI search are more likely to be cited and discovered without relying solely on traditional rankings.
AI SEO enables businesses to build authority, reach new audiences and enhance trust. Structured content, clear answers and credible information are critical for appearing in AI search results. Brands that fail to adapt risk losing visibility as users shift to AI-driven discovery.
Want to Optimise for AI SEO? ITBS Can Help
AI SEO isn’t replacing traditional SEO – it’s evolving it. At Infotech Business Solutions (ITBS), we deliver enterprise-grade SEO services in UK to help businesses optimise websites on platforms like WooCommerce, Magento, and Wix, improve visibility, and stay ahead in both traditional and AI-powered search. Our solutions cover technical optimisation, structured data, and AI-ready content strategies, providing a unified approach to search performance for large-scale organisations.
Partner with ITBS to future-proof your website and ensure your business is visible where it matters most.
Conclusion
AI SEO and traditional SEO each play a unique role in online visibility. Traditional SEO remains important for ranking and generating traffic through search engines while AI SEO focuses on making content usable by AI systems and appearing in generative answers.
Understanding the differences and integrating both approaches allows businesses to maximise their reach and authority. By focusing on high-quality structured content, demonstrating expertise and building trust signals brands can improve visibility in search engines and AI systems simultaneously.
The future of digital marketing is hybrid. Success depends on leveraging traditional SEO foundations while adapting to AI-driven search trends to ensure your brand remains discoverable and authoritative in an evolving online landscape.
FAQs
1. What is the difference between AI SEO and traditional SEO
Traditional SEO focuses on ranking web pages on search engines using keywords backlinks and technical optimisation. AI SEO focuses on making content discoverable and usable by AI systems and large language models by structuring content clearly, demonstrating authority, and answering questions directly.
2. Which is more important AI SEO or traditional SEO
Both are important. Traditional SEO builds the foundation for search engine visibility, while AI SEO ensures your content is extracted and cited by AI-driven platforms. A hybrid approach combining both strategies gives the best results.
3. How does AI SEO work
AI SEO works by optimising content for clarity, structure, authority, and relevance so AI models can extract and reference it in generative answers. It emphasises semantic content, schema markup, and E-E-A-T principles.
4. Can traditional SEO techniques help with AI SEO
Yes. A well-optimised website, quality content, proper internal linking, and high-authority backlinks help both traditional and AI SEO. Traditional SEO ensures your site is crawlable and trustworthy, which AI models also recognise.
5. What are the key elements of AI SEO
Key elements include structured content with clear headings, semantic content that answers user questions, schema markup, E-E-A-T implementation, quality backlinks, and authority mentions on external platforms.
