What's the difference between SEO and AEO?
| SEO | AEO | |
|---|---|---|
| Goal | A ranked spot in Google's results | A citation or mention in an AI-generated answer |
| Where it shows up | Google and Bing results pages | ChatGPT, Perplexity, Gemini, Google AI Overviews |
| What earns it | Relevant pages, technical health, links and authority | Clear, complete, answer-first content, plus a brand that's mentioned and trusted across the web |
| How you track it | Rankings, traffic, leads from organic search | How often and how accurately AI tools mention your brand |
They share a foundation: a technically sound site, content that answers real questions completely, and a brand that other sites talk about. Treating them as one job leaves half of search behind. Treating them as two separate projects wastes money.
Website optimization that wins national search
On a national search, you're not competing with the business down the street. You're competing with established firms, publishers and directories that have been building authority for years. Winning means out-planning them, not outspending them.
- Competitive search analysis. I study who ranks and who gets cited for the searches your buyers make, what they cover, and where they're thin, then build a plan around the gaps you can win first.
- Topical authority. Service pages backed by connected articles that answer every serious question in your niche, so Google and AI tools see you as the expert on it, not one more generalist.
- Technical performance. Fast, crawlable, cleanly structured pages with schema, so nothing technical holds back content that deserves to rank.
- On-page optimization. Titles, headings, internal links and answer-first structure on every page that matters.
- Built to convert. Clear calls to action, proof and booking paths, so national traffic turns into qualified conversations, not just visits.
What else is included
- Keyword strategy you can win. Terms your buyers actually search, chosen by what your site can realistically rank for now, then expanded as authority grows.
- Answer-first content. Pages written so the answer comes first and is complete enough for an AI tool to quote accurately.
- Brand mentions and authority. Earning mentions and links from the sites your buyers and AI tools trust.
- AI visibility tracking. Monitoring how ChatGPT, Perplexity and AI Overviews describe your business, and fixing what they get wrong.
SEO and AEO are part of the Build and Grow stages of the Ronin Method. I do the work in-house: no overseas vendors and no white-labeled content.
National SEO and local SEO
This page is about ranking across the country, or for searches where location doesn't matter. If you serve a defined area, start with local SEO, which focuses on Google's map results and your service area.
SEO in due diligence: an asset a buyer can underwrite
When a buyer evaluates your business, they don't just ask whether you rank. They ask whether those rankings will keep working after the sale.
- Who owns the accounts? The domain, Search Console, analytics and the website itself should be in the company's name.
- Does traffic depend on the founder? Visibility built on the owner's personal brand or a single agency's relationships is worth less to a buyer.
- Is it documented? A content plan, reporting and processes a new team could follow.
- Is it diversified? Traffic spread across many pages and topics, not one post that happened to rank.
Search visibility that's owned, documented and diversified is part of what a buyer pays for. Founder-dependent visibility gets discounted. If you're preparing for a sale, the Marketing Due Diligence Assessment reviews your search presence alongside the rest of your marketing.
Who SEO and AEO Services Are Designed For
Owner-led businesses doing $1 million to $10 million a year, especially professional services, legal and home services firms, and owners planning a sale in the next one to five years.
How long SEO takes
Technical fixes and improvements to pages that already rank can show up within weeks, and most clients see early results within 30 days. Ranking for competitive terms takes months, because authority builds over time. I won't promise a number of leads or a ranking position, but you'll see what's moving and why every month.
Results
- Cybersecurity firm: from no consistent leads to 3–4 new booked clients a month, sustained, from organic search and cold email.
Who you'll work with
I'm Justin Smith, founder of Ronin Communications. I spent more than 20 years in strategic communications and marketing for the federal government, hold an M.A. in Strategic Communications from American University, and run an M&A advisory practice alongside Ronin. That's why every plan I build starts with one question: what's the end game?
Pricing
Standalone SEO and AEO run $1,000 to $5,000 a month, depending on scope. Pricing is set by scope and outcomes, not hours.
SEO and AEO are also part of every fractional CMO engagement ($2,500 to $10,000 a month), where the search work is tied to your positioning, website and the rest of your marketing.
Further reading
- SEO Pricing: What Service Businesses Should Expect
- Law Firm SEO: What Actually Moves Rankings
- Contractor SEO: How Home Services Companies Rank Higher
- What Is Generative Engine Optimization (GEO)? A Plain-Language Guide
- Answer Engine Optimization (AEO) vs SEO for Service Businesses
- AI Search Optimization: How to Get Your Business Cited by ChatGPT, Perplexity and AI Overviews
- Writing Answer-First Content: A Structure AI Can Lift Cleanly
- Is Your SEO an Asset or a Liability in Due Diligence?
- The Diligence Checklist: What a Buyer's Team Looks for in Your Search Presence
- How Long Does SEO Take to Show Results for a Service Business?
SEO and AEO FAQ
What is AEO?
Answer engine optimization: making your business show up accurately in answers from AI tools like ChatGPT, Perplexity and Google's AI Overviews.
Do I need both SEO and AEO?
Yes. Buyers use both Google and AI tools, and the same foundation, a sound site, complete answer-first content and a trusted brand, supports both.
What is SEO due diligence?
The part of a buyer's review that looks at your search presence: who owns the accounts, whether traffic depends on the founder, and whether the results are documented and diversified enough to keep working after a sale.
How long does SEO take?
Most clients see early results within 30 days. Competitive rankings build over months.
Do you offer SEO on its own?
Yes. Standalone SEO and AEO run $1,000 to $5,000 a month depending on scope. They're also included in every fractional CMO engagement.