The landscape of search engine optimization (SEO) is undergoing a fundamental transformation. As the core of online marketing strategies for over twenty years, SEO is ceding the spotlight due to the emergence of generative artificial intelligence. The past goal was to display one's pages at the top of search results, but now, users are shifting towards a 'zero-click' environment—AI answers questions directly, and users do not even need to click links.
Since Google's introduction of the AI summary feature 'AI Overview' at the top of its search in May 2024, this shift has been accelerating. Currently, about 30% of searches in the U.S. are utilizing AI summaries, and website click-through rates are experiencing double-digit declines. This is because AI directly responds to user queries, bypassing the traditional link-based access method.
In this transformation, AI engine optimization is rising as a new pillar of marketing strategy. Kevin Roy, CEO of AEO specialized company GreenBananaSEO, explains: 'AI learns information based on systematic structure, cited sources, and the relationships between entities.' He points out that brand visibility is determined based on a set of signals that are completely different from traditional SEO.
One of the most important concepts in AEO is 'entity optimization'. This is a way to clearly convey machine-recognizable identities such as brands, people, organizations, etc., to AI. In keyword or backlink-centered SEO, technical factors are highly emphasized, while AEO focuses more on semantic relevance and consistent brand context.
AEO strategy has two core pillars. The first is the structuring of content. Because AI prefers clearly structured information, it is crucial to use a question-and-answer format or concise information that includes frequently asked questions. The second is the establishment of authority. This goes beyond a single page, meaning whether the brand as a whole is recognized in credible sources and described consistently.
In particular, utilizing structured data with schema markup is an essential element for AI to accurately understand the meaning of content. Schema markup can clearly specify elements such as authors, organization names, publication dates, etc., helping AI grasp the brand's identity and expertise.
Another important signal is author identity. Roy suggests associating all content with real verifiable authors and establishing author profile pages linked to external authoritative websites. This is known as 'entity stacking', a method that allows AI to recognize that the content is created by real people rather than anonymous or generative AI.
Roy helps brands gain trust and recognition from AI systems through his company's framework 'Entity Authority Engineering'. This includes maintaining consistency in schema markup across the web, tracking mentions of the brand by authoritative sources, and validating content responsiveness across multiple AI models.
He emphasizes: 'AEO is not the end of SEO, but an evolution.' He points out, 'Old shortcuts or short-term strategies are no longer effective. Now is the time for a mindset centered on structure, signals, and entities.' Nowadays, what matters is no longer search rankings, but whether your brand is seen as a worthy cited source when AI is asked. Only brands that recognize and adapt to this change can survive in the next generation of the digital environment.
