For some, it’s easier than typing their question into Google and reviewing different search results. Given this fact, many companies are seeing the need to optimize their web content for these AI results just as they do for Google and other search engines. This process is called answer engine optimization (AEO), and you might consider it for your own business.
What is AEO and why should you use it? We’ll answer those questions and more below.
What is Answer Engine Optimization?
Answer engine optimization (AEO) is a strategic approach that prioritizes providing direct answers to specific user questions rather than simply driving traffic to search engine results pages.
While traditional SEO seeks to rank content higher by optimizing for keywords, AEO focuses on optimizing content for AI-powered search engines like Google Search, Google Assistant, Siri, and Alexa.
With AEO, content becomes more accessible to AI platforms, increasing the likelihood of appearing in prominent search engine results page (SERP) features like answer boxes, featured snippets, and AI-generated summaries, which users rely on to get quick and accurate answers.
What is the difference between AEO and SEO?
There are some key differences between responsive engine optimization (AEO) and search engine optimization (SEO), including:
| Area | AEO | SEO |
| Platform | Answer engines, such as ChatGPT, Perplexity AI, and Microsoft Copilot | Search engines, such as Google, Bing, and DuckDuckGo |
| User orientation | Conversational questions, such as “What are some good restaurants in Iceland?” | Keywords, from a few to several words, such as “best restaurants in Iceland” |
| Metrics | Mentions, citations, placements, referral traffic, conversions | Domain authority, rankings, impressions, traffic, conversions |
Despite these differences, AEO and SEO share some key similarities:
- Objective: Improving visibility is the core of both SEO and AEO. Whether in traditional search results in Google or in answers generated by IA in ChatGPT, companies want to connect with users through online search experiences.
- Tactics: Both strategies use similar tactics, such as creating authentic content, obtaining backlinks from trusted sites, and targeting specific phrases. Therefore, it’s worth applying SEO and AEO together.
- Skills: From content creation to audience research and data analysis, both AEO and SEO require similar skills to improve a brand’s visibility.
Key strategies for implementing AEO
Effective implementation of answer engine optimization (AEO) and search engine optimization (SEO) requires businesses to understand their audience, properly organize data, and continually refine their content. Essential strategies include keyword research, the use of structured data, and optimizing content for voice search.
1. Conduct keyword research for user queries
Thorough keyword research is essential for AEO. Tools like Google Keyword Planner can help you identify popular queries relevant to your business and industry. Additionally, the Google Search Console dashboard offers valuable insights into your content’s performance in answer-based searches.
Modifiers like “what is” and “how to” can be useful for searching for topic-related queries and better understanding user intent. Integrating generative AI to produce personalized answers based on user queries can further enhance the effectiveness of your AEO strategy.
2. Write high-quality content
To optimize content for AEO, it’s critical to write high-quality content that directly answers user queries with clarity and precision.
Quality content should be well-researched, informative, and designed to meet the specific needs of your audience.
Incorporate relevant keywords naturally into your text to align it with search engine algorithms without sacrificing flow or readability.
Additionally, use formatting techniques such as bullet points, headings, and concise paragraphs to improve readability and facilitate quick understanding by search engines.
By consistently providing valuable and accurate information, your content will be more likely to appear in answer boxes and voice search results, improving online visibility and increasing organic traffic.
3. Use structured data
Structured data is essential for AEO, including elements such as schema markup.
Schema markup helps contextualize content, making it easier for search engines and AI systems to interpret. This optimization increases the likelihood that your content will appear in quick-answer formats, such as answer boxes and featured snippets.
Schema.org provides structured data for various types of content, such as frequently asked questions (FAQs), how-to guides, and questions and answers (Q&As). Implementing this structured data can significantly improve the representation and visibility of your content in search results.
4. Optimize content for voice searches
Voice search engines use machine learning to understand and respond to spoken queries in natural language. Therefore, your content should reflect a conversational tone and sentence structure appropriate for these searches.
Voice assistants encourage users to ask questions in full sentences, so it’s crucial that your content adopts a conversational style. This not only improves readability but also increases user engagement.
Additionally, optimizing your content for “near me” and location-based searches can strengthen your local SEO, making your business more visible to users searching for nearby products or services. Achieving a spot in Google’s featured snippets also improves your brand’s credibility and visibility in voice searches.
5. Create comprehensive FAQ pages
Frequently asked questions (FAQ) pages structure information clearly, improving the user experience.
Creating high-quality FAQ pages that cover a wide range of topics ensures that each question is answered clearly and concisely, increasing user satisfaction.
Using structured data in FAQ pages makes it easier for search engines to understand the content, increasing the likelihood of appearing in search results.
Informative pages like “About Us” and “FAQs” are highly valued by search engines, which improves credibility and user trust.
Tracking featured snippets provides insight into the performance of your AEO strategy and the visibility of your FAQ pages.
Optimizing for AEO positions your brand as an industry leader, strengthening its credibility and authority.
Building trust and authority is key to establishing a strong online presence and attracting more organic traffic.
Benefits of Optimization for Answer Engines
AEO is crucial in digital marketing, as it aligns with users’ tendency to search for information immediately.
AEO strategies can increase visibility in search engines, such as featured snippets and voice search, improving user engagement and generating organic traffic.
Improves user interaction
AEO improves user satisfaction by providing immediate access to concise and accurate information.
This translates into higher engagement rates, as users spend more time on your site, visit more pages, and interact with content.
By effectively guiding users through their decision-making process, AEO can also increase conversion rates.
Higher engagement rates mean users quickly find the information they need, reducing bounce rates and increasing the likelihood of returning to your site.
This not only improves the user experience, but also boosts your site’s overall performance.
Generate organic traffic
AEO drives organic traffic by positioning content in answer boxes and featured snippets, which have high visibility in search results.
Since 58% of consumers use voice search to find local businesses, optimizing for this feature can significantly improve local SEO and drive more traffic to your site.
A well-structured FAQ page that answers common user queries increases your chances of appearing in search results and attracting more organic traffic.
Monitoring organic traffic is critical to assessing the success of AEO strategies over time.
By consistently providing accurate and useful information through AEO, your brand establishes itself as an authority in the industry.
This not only generates organic traffic, but also positively influences your brand perception, generating long-term benefits.
