Answer Engine Optimisation (AEO) is a newer approach to Search Engine Optimisation (SEO) that focuses on optimising content to directly answer user questions, rather than simply targeting keywords.
Think of AEO as the ultimate customer service rep for your website. It’s all about ditching the keyword jargon and focusing on providing crystal-clear answers to the burning questions your audience is throwing at its digital assistants – and of course at search engines.
Gone are the days of simply cramming keywords into your content and hoping for the best. Today, search engines are more sophisticated, prioritising user experience and understanding the intent behind user queries.
What AEO needs from you before you start? A true understanding of what your audience, and potential customers are actually asking!
AEO is largely tied into the uptake of AI
Large Language Models (LLMS) like ChatGPT, Gemini, Claude and others – are a large part of the rise in AEO. The way people are searching in general is changing – and AEO is a way to make sure your website, and brand – are not left behind in that change.
The key differences between SEO and AEO
At it’s most distilled; SEO focuses on making a website discoverable and driving traffic. Where AEO is focused on the quick, direct answers often served by voice assistants (think Siri) or featured in snippets, without necessarily leading to website visits.
AEO relies more heavily on structured data, schema markup and Q & A formats. So your first quick win is giving your FAQ section a once over, we like to see FAQ blocks on as many pages as makes sense – instead of one giant FAQ infodump.
Talk with your clients, and your team to find out what questions are really getting asked, and look at Google search trends to see if that resonates across the board. You can start by searching these questions yourself – on both search engines and large language models. Then you can really see what kind of answers are given. Use that information, as well as your own expertise, to craft helpful FAQs that optimise your content for LLMs, but ultimately also serve your end users accurate and relevant answers.
Why explore AEO?
Getting ahead of the curve by implementing AEO tactics while many businesses have not heard of it yet – is sure to give your site a competitive edge online. Like SEO, good AEO aims to increase the visibility of your brand and its credibility. When dabbling in AEO, as in SEO, it is imperative to put the end user first.
For voice assistant and snippets – efficiency is important, concise and simple answers will outshine longwinded ones (which makes us conscious of how long this blog is getting…)
Ultimately? Answer Engine Optimisation (also referred to as Ask Engine Optimisation) is about future-proofing. You want to show up where your audience is, and they are increasingly turning to LLMs and voice search assistants for their daily digital searching.
Keen to get an AEO strategy together?
We’re keen to help. In the age of change, it’s our job to stay up to date in the digital space, and give your business the tools to thrive in it. Contact us with any questions, and our team will gladly put a plan together with you.
