SEO as we know it has changed forever. It is no longer just about appearing in Google or other search engines. Today, users are no longer simply looking for results, they are looking for answers and with the rise of artificial intelligence such as ChatGPT, Perplexity, Google AI Overviews… it has made search easier for the user and also in the way information is accessed.
This change has given rise to a new concept: AEO (Answer Engine Optimization).If you have ever asked a question to Siri, Alexa or Google Assistant and received an immediate response without the need to enter a website, then you have already experienced what AEO means. But how does this affect SEO strategies and what can companies do to adapt?
I explain it to you in this post👇.
Table of Contents
What is Answer Engine Optimization (AEO)?
AEO is the evolution of traditional SEO, but with a different approach. Instead of optimizing a web page to rank in search engines, with AEO we want to optimize content for AI to use as a primary source in its answers.
Platforms like ChatGPT, Google AI Overviews… no longer present link listings, but direct answers. This means that, if a brand/company does not adapt its SEO strategy for these “new search engines”, its visibility can be affected.
Why is AEO key?
This is a relatively easy question to answer because artificial intelligence is already directly influencing purchasing decisions, the way we search for and consume information, and users’ trust in certain sources.
If an AI selects your content as a reference, it automatically positions you as a subject matter expert that brings credibility and relevance in an industry.
Key differences between SEO and AEO
While SEO and AEO have points in common, there are fundamental differences in their approach:
- SEO (Search Engine Optimization): focuses on optimizing the content and structure of the website to improve its position in organic search results. This includes the use of keywords, link building and wpo.
- AEO (Answer Engine Optimization): Seeks to provide direct answers to user queries by optimizing content so that AI-based answer engines can efficiently extract and present information. This involves structuring content in a clear and concise manner, using formats that facilitate understanding by AI algorithms.Â
How to optimize your content for AEO?
To appear in the response engines, it is necessary to implement new content strategies. Here are the main keys to master AEO:
1. Answer questions clearly and directly
AIs are looking for direct and well-structured answers to a query. Therefore, you should structure your content with a focus on questions and answers. You can use “Frequently Asked Questions (FAQ)” sections.
Tip: Implement structured data (Schema Markup) to help AIs interpret your content.
2. Use natural language
Voice searches and tools such as Chat GPT understand language in a more conversational way. Therefore, it is important to write in a natural tone, similar to how a person would speak, avoiding overly technical or stilted texts.
3. Optimize for featured snippets
Featured snippets are the direct answers that Google displays at the top of search results. In order to appear in these snippets, we must structure the paragraphs in list format, information boxes or concise answers.
4. E-E-A-A-T strategy
We already know that the E-E-AT has played a key role throughout 2024, as we can find more and more AI-generated content in search engines. Google has provided a lot of value to E-E-A-T by simply wanting to reinforce the authority and trust criteria for websites. Now a website has to provide credibility and be an authority figure, meaning that it has expertise in that sector.
For an AI to select a brand’s content as a reference, the brand must be perceived as a reliable and authoritative source. Content quality is critical, but so is digital reputation. Publishing information based on verified data, obtaining links from highly authoritative sites and maintaining an active presence on professional networks and platforms are key strategies to reinforce a brand’s credibility.
Reviews and testimonials also play an important role in building authority. AI analyze multiple signals to determine which sources are most trusted, and a brand with good reviews and mentions on different sites will be more likely to be considered a valid source of information.
How does Google AI Overviews impact AEO?
Google has introduced AI Overviews, an artificial intelligence-generated answer system that provides information directly in search results. This means that many queries will be resolved without users visiting a web page.
Brands that do not optimize their content to be selected in these answers may see a drop in their organic traffic.
This is where AEO becomes crucial: the goal is no longer just to attract traffic, but to make sure your company’s content is the top reference in AI responses.
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