There’s a new acronym marketers need to know about: Answer Engine Optimization (AEO). Unlike SEO (Search Engine Optimization), which focuses on rankings, AEO refers to the process of structuring content so that it can be easily found and used by AI-powered tools. Once you learn to do that, Google’s AI Overviews, ChatGPT and tools like voice assistants will be able to directly answer users’ questions.
The larger purpose is still to be found online, grow your audience and meet your sales goals. Only, optimizing for AI helps you reach users before they go to your website—and even when they don’t.
Why Should Marketers Care About AEO?
Web content should still be designed to get clicks from search engines. But, in addition to that, AEO helps your content become the answer people see whether or not they click on anything. Definitions and how-to steps are good examples of AEO-formatted content, but it also extends to chatbots, voice responses and search snippets.
Marketers should care because more and more people are using AI tools to get quick answers without going to the websites themselves. In fact, nearly half of marketers anticipate further changes in how they do their jobs due to AI, according to recent data by SurveyMonkey. But many companies aren’t sure what steps to take, indicating yours can stand out by getting ahead of the trend.
What is Google’s AIO (AI-Overview)?
You’ve likely seen AI-Overview (AIO) appear at the top of search pages, even if you didn’t know what it was called. This refers to a recent tool Google uses to create summaries of information above its search results. It’s the first thing most users see when looking up something as simple as store hours online. They can quickly read AIO’s answer to their question, or they can scroll down a bit and review the videos, websites and other results that show up below.
Google’s AIO is one massive example of why AEO content is so important for brands wanting to be found more readily.
Are There Basic Rules to Optimize for AEO?
There are a few rules to keep in mind to make your content AEO-centric. First, it’s about more than just Google. Optimizing content for answers can apply to all kinds of platforms, including Siri, Alexa, ChatGPT, and others. Wherever it ends up, content should be ready to work across different formats.
It doesn’t have to be complicated:
- Focus on giving direct answers. Instead of just helping your website show up in search results, your content should answer common questions to be featured as clear answers in Google’s AI-generated overviews, ChatGPT and elsewhere.
- People want their information fast and simple. More users are asking questions using voice or AI tools, so content needs to be easy to understand and straight to the point.
- Structure content clearly. Using writing approaches like FAQs, bullet points and short paragraphs can help AI tools find and present your content as an answer.
- Being trusted still matters. To appeal to AI tools, online content should still appear reliable. Expert authors, trustworthy sources and clear explanations all help information call into this category.
None of the recent changes means replacing other aspects of your marketing plans; it only applies to content that might interact with AI in some way. Read about how to conquer your next email marketing campaign for an example of content that doesn’t usually interact with AI.
What’s the Difference Between AEO and SEO?
Distinguishing between AEO and SEO can be a little confusing at first. They sure sound similar, and they’re not mutually exclusive. Both can refer to language on a web page that grabs attention, only with two different purposes. While SEO is about driving web traffic to pages through tactics like keywords to gain visibility, AEO is more about how certain information is structured.
Consider AEO a new content strategy you can use where it makes sense. The goal: Deliver quick, clear, structured answers directly to users of AI tools—whether that tool is the voice assistant on their phone or AI-generated search results online. That way, your content will be designed for any AI system that scans for precise, bite-sized information.
Connections Marketing Experts Optimize Your Content for AI & More
Do you want your marketing to keep up with the latest changes in AI? The experts at Connections Marketing can handle your AEO, SEO and other developments to help you get noticed in today’s changing environment. We will optimize your web pages for traffic as well as format your content to meet users where they are.
If your content isn’t optimized toward providing simple answers, you risk falling behind both online and off.
Contact Connections Marketing today for a free consultation!