AEO vs SEO: Which Generates More Leads in 2025?

The Search Landscape Has Changed Forever

For two decades, SEO (Search Engine Optimisation) was the only game in town. Rank on page one of Google, get clicks, generate leads. Simple. But 2025 has introduced a new reality: AEO (Answer Engine Optimisation). With AI search engines like ChatGPT, Perplexity, Gemini, and Google AI Overviews answering questions directly, the way customers find businesses has fundamentally changed.

Understanding SEO vs AEO

SEO: The Foundation

SEO focuses on ranking your website in traditional search engine results. You optimise pages, build authority, and earn positions on search results pages. When someone clicks your result, they visit your website where you can convert them into a lead. SEO still drives the majority of high-intent local searches.

AEO: The New Frontier

AEO focuses on getting your business mentioned in AI-generated answers. When someone asks ChatGPT "who is the best plumber in Edinburgh?" or Perplexity "recommend a solicitor in Glasgow," AEO determines whether your business appears in the response. These are zero-click answers — the AI recommends you directly.

Which Generates More Leads?

Today, SEO still generates more total leads — the majority of searches still happen on Google. But AEO leads are growing rapidly and convert at higher rates. When an AI recommends your business by name, the customer arrives with a level of pre-built trust that traditional search results don't provide.

The Smart Approach: Both

The businesses that will win in 2025 and beyond are those investing in both SEO and AEO. The good news is that strong SEO foundations make AEO easier. The content, authority, and trust signals you build for Google also influence AI search engines. The key difference is how you structure and present information — AI engines favour clear, authoritative, well-structured content that directly answers questions.

What This Means for Your Business

If you're only doing SEO, you're missing a growing channel. If you're only thinking about AEO, you're ignoring where most leads still come from. The winning strategy integrates both — building a presence that dominates traditional search AND appears in AI-generated recommendations. Learn how in our guide to appearing in ChatGPT search results.