Another day, another AI-driven acronym. If you’ve already invested time and money on search engine optimization (SEO), the idea of learning a whole new thing—answer engine optimization (AEO)—might make you want to toss your computer away and explore a niche artisan trade.
Don’t apply for that clockmaking apprenticeship just yet. AEO is a new strategy, but the insights that drive it aren’t.
The differences between SEO and AEO
SEO refers to the strategies that help improve your site’s visibility in organic search results. The broadest example would be embedding keywords that users would type into Google into your content. AEO is the set of tactics that helps surface your content in AI search, which includes large language models (LLMs) like ChatGPT and AI overviews in search engines. People also use the term generative engine optimization (GEO), but the terminology doesn’t matter too much; they’re anchored by the same strategies.
What does matter is that people are increasingly turning to AI-driven search for their answers. In fact, 80% of consumers are using zero-click answers in over 40% of their searches. That means people are getting answers either from AI overviews or AI search without ever going to a website. These AI-driven results come from “crawlers” that scan, organize, and analyze website content, much like in organic search. Following certain best practices can make it easier for these crawlers and your audience to find what they need.
AEO/GEO best practices
Use topic clusters and questions
SEO is focused on keywords. With AEO/GEO, you’ll want to start thinking in terms of topic clusters instead of just keywords. Those topic clusters should then address sub-queries a user’s questions may generate.
For example, you could have an informational article titled, “Choosing a Design Agency in Boston,” with subheadings like “What capabilities should I look for when choosing a design agency?” This question-centered format reflects the back-and-forth people do with AI tools; it’s an iterative process that often starts with questions or an open-ended challenge. An FAQ section organically does this, and for many people, it’s the most straightforward way of embedding relevant questions and answers on their site.
Distinct heading hierarchy
Clear hierarchy helps the crawlers find the most relevant information for users and surface it at whatever level of depth they may need. For example, your first heading (H1) should describe the page content, and you can use your H2/H3 for sections and sub-sections. This makes it easier for both humans and bots to read. It’s also considered best practice for accessibility, and it’s required for some industries and sites.
Approachable, “human” voice
What does it even mean to sound human when so much web content is at least partly AI-generated? Don’t worry too much about “AI tells” like em dashes, or even AI detectors, which are notoriously unreliable. Instead, focus on making content that (concisely) addresses the questions and concerns of your target audience. Prioritizing specificity in your writing will also help you avoid that generic, uncanny valley-like AI writing that people are increasingly allergic to.
Keep your content fresh
A recent Growth Memo article found that 95% of results cited by ChatGPT are less than ten months old. Freshness has always mattered in search, and it may be even more heavily weighed with AEO/GEO. Date indicators (such as “Last updated on x date”) help surface the latest content for users; they’ll always want the most up-to-date information to help them buy a vacuum, find a creative agency, or develop a recipe.
But who can produce fresh, high-quality content all the time? Almost no one! One thing you can do is create a “refresh schedule” for existing content. Choose your most robust pieces, and update them with new information, imagery, etc. That makes the information more useful to your audience and more attractive to the crawlers.
Content that users will not just use, but promote, cite, and share
Marketers often want “share-worthy” content. But we’re not worried about going viral here. AI search prioritizes content that it believes is reliable, and that often comes from people (and better yet, established organizations) sharing and citing it. So for example, if an industry association shares your work, that improves your credibility and may make your content more likely to surface in AI search.
What does all of this tell you? That SEO’s best practices can show you what’s best for AEO and GEO. That your content quality, audience insights, and content strategy are still paramount. And that you already have what it takes to meet your audience wherever they are.
