From SEO to AEO: How Publishers Stay Discoverable in the Age of AI

Search has changed, and it’s not going back.

At Glassboxx, we’ve always focused on what’s next. We don’t just build platforms to sell books; we help publishers get their books discovered. And in 2025, that means thinking beyond Google. We are at the forefront of the AEO transition, leveraging our expertise and innovative solutions to guide publishers through this new era of discoverability.

Today, millions of people are turning to AI assistants like ChatGPT, Gemini, and Claude to find answers, get recommendations, and make buying decisions. These tools don’t rank websites; they generate responses. That shift has given rise to a new approach: Answer Engine Optimisation, or AEO.

Here’s how we’re adapting at Glassboxx, and more importantly, what publishers need to do to stay visible in an AI-first world.

From SEO to AEO: What’s Changing and Why It Matters

For years, publishers have focused on Search Engine Optimisation (SEO) to drive discovery, refining metadata, using keywords, and improving site structure to rank higher on search engines like Google.

But with AI, ranking gives way to referencing. Users are no longer just browsing ten blue links. They’re asking questions and expecting immediate, summarised answers, and AI tools generate those answers by pulling from trusted, structured, and context-rich content. This is a fundamental shift from the traditional SEO approach, where the focus was on ranking high in search results based on specific keywords.

This evolution has introduced Answer Engine Optimisation (AEO), the practice of crafting content that is clear, complete, and valuable enough to be included in AI-generated responses.

SEO Focus

• Keywords
• Clarity and context
• Rankings
• Relevance and authority
• Links

AEO Focus

• Relationships between concepts
• Crawling
• Comprehension
• Clicks
• Answers

Put simply: SEO helps you get listed. AEO enables you to get mentioned.

How Glassboxx Is Adapting

We’re not waiting for the industry to catch up. At Glassboxx, we’re embedding AEO principles across everything we build – from our D2C storefronts to publisher content delivery pipelines. We see ourselves as partners to publishers, working hand in hand to ensure their content is optimised for the AI-first world.

1. Structuring content for understanding

We create pages that are easy for AI to parse, with short paragraphs, clear headings, plain language, and content that directly answers real reader questions.

2. Implementing schemas that matter

Structured data, such as FAQ, Product, and Article schema, helps AI tools identify the content of each page, increasing the chances of inclusion in a generated response.

3. Building topical authority

We support publishers in grouping content around themes, series, authors, collections or subjects to demonstrate domain expertise. That helps AI link content together and see a publisher as a credible source.

What Publishers Need to Do – Starting Now

Glassboxx can optimise the platform, but publishers own the data and that data is what powers discoverability in both traditional search and AI.

1. Upgrade your ONIX and metadata

ONIX is the backbone of book discovery. AI tools may not read it directly, but the systems they draw from do, including retailers, distributors, and third-party knowledge bases.

• Ensure all titles and contributor fields are accurate.
• Write compelling, clear descriptions that explain value and subject matter.
• Include relevant subject codes and natural search terms.

2. Write metadata like you’re answering a question

Think about how someone might ask about your book in an AI assistant, “What’s a great introduction to behavioural economics?”, “Which books explain the impact of AI on society?”

If your metadata doesn’t answer these questions clearly, AI won’t use it.

• Include common phrases readers use.
• Avoid vague copy – be specific and practical.
• Make the book’s intent, tone, and audience immediately apparent.

3. Create supporting content that builds context

AI doesn’t just rely on product descriptions. It draws from reviews, articles, interviews, blogs, and structured pages to create a comprehensive picture.

• Publish author Q&As, reading guides, and blog content around key themes.
• Link related titles meaningfully.
• Keep the content on your site active, up-to-date, and crawlable.

4. Maintain public, accessible, recent content

Tools like Gemini use live web data. If your content is outdated, hidden behind login walls, or technically unreadable, it’s unlikely to be referenced.

SEO Still Matters — But AEO Is the Next Frontier

Good SEO practices still have value. Google hasn’t gone away, and many AI tools are built on top of traditional search infrastructure. You still need fast-loading pages, crawlable content, and a logical site structure.

But AEO adds a new layer of visibility, one that focuses on comprehension over clicks, and answers over impressions.

Final Word

AI is becoming the first place people go to discover books, understand ideas, and make purchasing decisions. That means discoverability is no longer just about ranking; it’s about being part of the answer. As the landscape shifts, publishers who adapt will emerge as leaders. Those who don’t will struggle to be seen, let alone recommended.

At Glassboxx, we’re here to help. We’re building AI-friendly content delivery systems, optimising our storefronts for natural-language discovery, and supporting our publishers in crafting metadata that works for both search engines and the answer engines that are quickly replacing them. But the metadata, context, and voice – that’s in your hands. We’re here to help you elevate it, ensuring that your books are not just listed, but also mentioned, trusted, and recommended.