Intro to AEO – Rewriting the Rules of B2B Search

Why Manufacturers, Wholesalers, and Distributors Must Embrace AEO to Stay Visible in the Age of AI

Answer Engine Optimization (AEO) is the next evolution of SEO. As B2B buyers turn to AI tools like ChatGPT, Perplexity, and Claude to get direct answers – not just search results – your website must be optimized for visibility in these platforms. Learn how to align your content with AEO best practices and prepare for the next generation of digital discovery.

What Is AEO, and Why Does It Matter Now?

Answer Engine Optimization (AEO) is a digital content strategy that makes your website easy for AI-powered systems to extract, interpret, and feature as a direct answer to user queries.
Traditional SEO helps you rank in search engines. AEO helps you get quoted by them.
That means when a buyer asks:
“Where can I find bulk stainless steel fasteners with ISO certification?”
– you want your product page to be the one shown, summarized, or cited directly by tools like ChatGPT, Perplexity, or Claude.

Over 70% of B2B buyers now use digital channels as part of their purchasing process, and many are turning to AI to speed up sourcing. AEO ensures your content isn’t just present – it’s preferred.

Just getting your digital strategy off the ground?

Our Digital Readiness Series may be a better starting point if you’re still building (or rebuilding) the foundation of your eCommerce experience.

How AEO Differs from Traditional SEO

Aspect	SEO	AEO
Goal	Rank pages in search results	Be selected as the direct answer
Content Format	Long-form, keyword-driven	Clear, concise, question-focused
Structure	Landing pages, blogs	FAQs, semantic markup, answer blocks
Audience	Search engines like Google	AI engines, voice assistants, LLMs
Success Metrics	Traffic, rankings	Visibility in AI answers, snippet inclusion, citations

AEO doesn’t replace SEO – it extends it.
Leading B2B brands are now optimizing for both.

What Answer Engines Need to Respond to Buyers’ Prompts

When AI scans your site to answer a question, it prioritizes:

Structured content
Use clean formatting (tables, bullet lists, headers) to allow AI to quickly parse and summarize your content.
Direct answers to buyer questions
Offer short (30–50 word) responses to common queries – especially on product, pricing, and policy pages.
Schema markup and metadata
Schema is code that labels content types (like product names, prices, FAQs). It helps AI interpret your content accurately. Use Google’s Rich Results Test to validate your schema.
Mobile-friendly, fast, and secure pages
Sites that are responsive, fast-loading, and HTTPS secure are prioritized in AI and voice search results.
Authoritative, natural language
AI favors content that sounds trustworthy and is written in a conversational tone. Ditch jargon and speak like your buyers.

Where AEO Starts: 5 Areas to Focus On

To prepare your website for AI-first sourcing, these are the core areas to evaluate:

Strategy & Messaging
Make your value proposition clear within the first screen view of every key page. State who you serve, what you offer, and why it matters.
Buyer Q&A
Identify the top 5–10 questions your customers ask – and answer them directly in your product, category, and resource pages.
Product Information
Present specs, dimensions, materials, and use cases in clean, machine-readable formats. Avoid hiding data in PDFs or image-only tables.
Technical SEO & Schema
Apply structured data like product schema, FAQ schema, and organization schema. These help AI engines extract meaning instantly.
Performance & Accessibility
Fix broken links, improve page load speeds, ensure mobile responsiveness, and make sure content is accessible across devices.

We’ll break each of these down in the next – complete with examples and a downloadable checklist.

Final Thoughts: AEO Is the Future of B2B Visibility

AI-powered search is changing how B2B buyers discover and vet vendors. If your site isn’t optimized to show up as the answer, you may not show up at all.

AEO helps you: