AEO vs. SEO: What Insurance Agencies Need to Know

The way you and I search the internet is changing, and so are the strategies needed to get found and stand out online.

Think about the last time you used a search engine. You probably used that new, nifty AI feature that gives you answers to your questions immediately, without having to browse search results.

Well, that nifty little feature is also affecting how your clients and prospects find your agency online.

While traditional search results are still extremely important as they have been, we have to address the AI elephant in the room—AEO (answer engine optimization).

More importantly, I’d like to show you the difference between AEO and SEO (search engine optimization), which you are probably a bit more familiar with.

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The role of SEO in how your agency shows up online.

Search Engine Optimization (SEO) at its most basic level is a compilation of hundreds of ranking factors that search engines, like Google, use to determine how to rank your website based on what someone types into the search bar.

Search engines are looking at things you have control over, such as your website content, consistent business information online, and the foundations built into your website’s structure (especially if you have a Forge insurance website with us).

It also includes factors beyond your control, such as how long your domain has been active, the number of competitors in your area, and your online reputation.

SEO is what drives organic traffic to your website, where people can find you from a simple search. In fact, we have an entire guide dedicated to how you can get found and stand out online with in-depth strategies in our Ultimate SEO Guide.

But, if we go back to the example I shared at the beginning, what about when you switch from traditional search to using the AI search tool?

That’s where AEO comes into the picture.

The role of AEO in how people find your agency.

AEO, or Answer Engine Optimization, is very much like SEO, rewarding agencies that publish great content on their websites and follow the best practices for ranking well online.

And, like SEO, there is no “Easy” button for AEO to flip a switch overnight.

AEO is directly linked with AI and voice searches, which provide you with direct answers to your questions when you’re using the AI search tool.

So, let’s go back to my original example. Say you are using the AI search function on your search engine of choice.

Ask AI a specific question about, say, filing an auto insurance claim—something that you would expect someone to be asking in a time of great need.

Well, imagine if your agency pops up as one of the results when you get that answer? In that moment, your agency is the hero, saving the day, simply because your website and online presence are geared toward answering that question.

The same thing goes for being at the right place and at the right time in an AI-driven search, where your agency can stand out.

The key point to make here is that many agencies are not taking advantage of this trend, so by taking strategic approaches, which I will cover here, you’ll see what you need to leverage this new way of searching for information on the internet.

AEO vs. SEO: The real difference between these strategies.

To start, it’s best practice to adopt strategies that involve both SEO and AEO. It’s not something you choose a single strategy and move on from. They actually work hand in hand.

AEO is an additional strategy that complements traditional SEO.

While both focus on content creation as a core aspect, the AEO approach uses more conversational language and directly addresses and answers common questions that can be pulled up in an AI search result.

AI uses what are called Large Language Models, or LLMs, which essentially read your website pages with an eye for the quality and relevance of the search query.

With that in mind, AEO is still SEO at its core. AEO is just SEO that’s geared towards understanding conversational language—precisely the way you would phrase a question to a friend—which in turn means the more you angle your content to be human, clearly written, and consistent in your brand voice and tone, the better your chances of ranking and being referred by AI search engines.

So, just by creating new website content and updating existing pages, you’re already on the right track to improving AEO.

Let’s go over some practical steps you can take to stand out.

Practical steps for agencies to compete with AEO.

Now that you understand the differences between AEO and SEO, and how they work together to help your agency stand out, here are some action items to act on now to make a bigger impact moving forward.

• Use real client questions as inspiration. Create a list of the most common questions your clients and prospects ask your agency to help inform the type of content you should be creating.
• Categorize your list of questions. Break these down by coverage, service request, and general inquiries about your business to help you determine where and how to add them to the right section of your website.
• Publish content regularly. Create a schedule to regularly write and publish blog articles and update website pages to include content that provides answers to common questions.
• Write clearly and conversationally. Keep the focus on quality content written in your agency’s brand voice, as clear as possible, and in a conversational tone.
• Expand your website content to include FAQs. Start by answering 10-20 of your most common questions in blog articles or FAQs within your coverage pages.

By approaching your website content with an AEO focus, you can improve your chances of ranking in AI search results and becoming the source of knowledge for people shopping for insurance or just needing help answering their burning questions.

Either way, by taking these simple measures and adapting your existing strategy, you can leverage the benefits of both SEO and AEO simultaneously.

The good news is, with a Forge insurance website, it’s easy to expand and update existing coverage pages by adding FAQs that directly address and answer questions related to that coverage—but you also have the ability to generate blog articles to go more in-depth on topics in seconds using our AI-powered Sidekick.

As search habits continue to evolve, agencies that adapt and embrace these new strategies will be well-positioned to stand out and appear in search and AI results.

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