Using AEO properly for SEO In the evolving landscape of search engine optimization (SEO), a new approach is emerging: Answer Engine Optimization (AEO). While traditional SEO focuses on ranking websites, AEO centers on providing direct, concise answers to user queries, catering to the rise of voice search and AI-powered search. This article will explore 6 ways of using AEO properly for SEO, ensuring your content is discoverable by both search engines and AI tools like ChatGPT.

Understanding AEO and Its Importance

AEO is the practice of optimizing your content to directly answer questions, making it easier for search engines and AI to extract and display your information in featured snippets, voice search results, and AI-generated summaries. This shift in focus is driven by the increasing sophistication of search engines and the changing ways people seek information online. You can learn even more in this article about how AEO Will Improve Your SEO.

Why is AEO important?

• Changing Search Behavior: Users are increasingly using conversational search queries and voice search, seeking quick, direct answers. Instead of typing in keywords like “best running shoes,” they might ask, “What are the best running shoes for flat feet?” or “What shoes should I wear for marathon training?”. This reflects a natural language approach, which AEO is designed to accommodate.
• AI-Powered Search: Search engines like Google are integrating AI to provide more comprehensive and immediate responses. This means that instead of just listing links, Google’s AI might synthesize information from various sources to provide a direct answer within the search results page itself. This is where using AEO properly for SEO becomes crucial, ensuring your content is structured in a way that AI can easily understand and utilize.
• Increased Visibility: Optimizing for AEO can lead to higher visibility in search results, particularly in featured snippets and voice search. Featured snippets, those highlighted boxes at the top of search results, often provide the most direct answer to a user’s query. Securing this spot can significantly boost your website’s visibility and credibility. Similarly, voice search relies on concise, direct answers, making AEO optimization essential for capturing this growing segment of search traffic.
• Better User Experience: AEO focuses on providing valuable content that directly addresses user needs, improving overall satisfaction. When users get the information they need quickly and easily, they are more likely to trust the source and have a positive experience. This, in turn, can lead to increased engagement, repeat visits, and a stronger brand reputation. You can learn more in the article about the impacts on Answer Engine Optimization and User Experience.

6 Ways of Using AEO Properly for SEO

1. Keyword Research for Questions

Traditional keyword research focuses on identifying high-volume search terms. AEO requires a shift towards question-based keywords. This involves understanding the specific questions your target audience is asking and tailoring your content to provide the best possible answers.

• Identify common questions: Use tools like Google’s “People Also Ask,” AnswerThePublic, and keyword research tools to find questions related to your topic. Google’s “People Also Ask” box, for instance, provides a wealth of information on related questions that users are searching for. AnswerThePublic visualizes questions and phrases around a topic, offering valuable insights into user intent.
• Long-tail keywords: Using AEO properly for SEO will having you focusing on long-tail keywords that form complete questions (e.g., “What is the best way to learn SEO?” or “How do I optimize my website for voice search?”). Long-tail keywords are more specific and often indicate a higher level of user intent. By targeting these keywords, you can attract a more qualified audience and increase your chances of appearing in featured snippets and voice search results.
• Analyze search intent: Understand the intent behind the questions (informational, transactional, etc.) to tailor your answers effectively. Is the user looking for information, trying to make a purchase, or seeking instructions? Understanding the search intent will help you create content that meets their needs and provides the most relevant answer.

2. Create High-Quality, Direct Answers

The core of AEO is providing clear, concise, and direct answers to user questions. This means getting straight to the point and delivering the information the user is looking for as quickly and efficiently as possible.

• Answer the question first: Using AEO properly for SEO should have you starting your content with a direct answer to the target question, ideally within the first paragraph. Don’t bury the answer in the middle of the content or make the user scroll to find it. Provide the most important information upfront to immediately satisfy the user’s query.
• Use clear and concise language: Avoid jargon and complex sentence structures. Use simple, easy-to-understand language that everyone can comprehend. This will not only improve the user experience but also make it easier for search engines to extract the answer.
• Provide valuable information: Ensure your answers are accurate, comprehensive, and helpful. Go beyond simply answering the question; provide context, supporting details, and any additional information that might be relevant. The goal is to be the best possible resource for the user.
• Structure for “Snippability”: Format your content for easy extraction by search engines, using short paragraphs, bullet points, and numbered lists. Search engines often extract information from well-structured content to display in featured snippets. By formatting your content in a clear and organized manner, you increase your chances of being featured.

3. Optimize Content Structure

Proper content structure is crucial for both SEO and AEO. It helps both users and search engines understand the content and find the information they need.

• Use headings and subheadings: Structure your content with question-based headings (H2, H3) to clearly define the topics and subtopics. This creates a clear hierarchy and makes it easy for users to scan the content and find the information they are looking for. It also helps search engines understand the structure of your content and identify key information.
• Inverted pyramid: Present the most important information first, followed by supporting details. This journalistic approach ensures that users get the most critical information right away and can then delve deeper into the topic if they choose to. This structure is also favored by search engines, as it makes it easy for them to extract key information.
• Use lists and tables: Organize information into lists and tables for better readability and easier extraction by search engines. Lists and tables make it easy to present complex information in a clear and concise manner. They also make it easier for search engines to understand the relationships between different pieces of information.
• FAQ Pages: Create FAQ pages to address common questions related to address common questions related to your business or topic. FAQ pages are a great way to provide direct answers to common questions and improve your website’s visibility in search results. By anticipating the questions your users are likely to ask, you can create a valuable resource that meets their needs and improves their experience.

4. Implement Schema Markup

Schema markup helps search engines understand the context of your content, improving its visibility in rich results and AI-powered search. It provides search engines with additional information about the meaning and purpose of your content, making it easier for them to understand and display it in relevant search results.

• FAQPage schema: Use this markup for FAQ pages to help search engines identify questions and answers. This markup tells search engines that the page contains a list of frequently asked questions and their corresponding answers, making it more likely to be featured in rich results.
• HowTo schema: Use this markup for step-by-step guides. This markup helps search engines understand the structure of your guide and display it in a user-friendly format, such as a step-by-step list.
• Q&A Page schema: Use this for pages that feature questions and answers. This markup is suitable for forum pages or any page where users can ask and answer questions. It helps search engines understand the context of the page and display the most relevant answers to user queries.
• Article Schema: Use this to define the different parts of your article. This markup can specify the headline, author, date published, and other relevant information, helping search engines understand the article’s structure and display it accurately in search results.

5. Optimize for Voice Search

With the rise of voice search, it’s essential to optimize your content for conversational queries. When using AEO properly for SEO, Voice search is becoming increasingly popular, driven by the convenience of voice assistants like Siri, Alexa, and Google Assistant.

• Use natural language: Write in a conversational tone, as people speak in natural language when using voice search. Avoid using overly formal language or jargon. Instead, write as if you were speaking directly to your audience.
• Long-tail keywords: Target long-tail keywords that reflect how people ask questions verbally. Voice search queries tend to be longer and more conversational than typed queries. For example, instead of typing “weather London,” someone might ask, “What’s the weather like in London today?”.
• Focus on local search: Optimize for “near me” searches by including location-based information. Voice search is often used for local searches, such as finding nearby restaurants, stores, or services. Make sure your website includes your business name, address, and phone number, and consider using location-based keywords to improve your visibility in local search results. These are just a few of the ways you can begin using AEO properly for SEO. Of course, it requires a bit of experimenting with it and refining the process to suite your specific needs.

6. Build E-E-A-T

E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is crucial for both traditional SEO and AEO. Search engines and AI prioritize content from credible and trustworthy sources.

• Demonstrate Expertise: Create in-depth, well-researched content that showcases your knowledge. Provide valuable insights, cite credible sources, and demonstrate your understanding of the topic.
• Establish Authority: Build your reputation by earning backlinks from reputable sources and getting mentioned by experts in your field. This signals to search engines that your content is valuable and trustworthy.
• Show Experience: Share your own experiences. First hand accounts and original research can greatly enhance your content.
• Build Trust: Ensure your content is accurate, up-to-date, and free of errors. Provide clear author information and citations. Make sure your website is secure and that your content is presented in a professional and unbiased manner.

Using AEO Properly for SEO: A Summary

Using AEO properly for SEO involves a shift from simply ranking for keywords to providing direct, valuable answers to user questions. By focusing on question-based keywords, creating high-quality content, optimizing content structure, implementing schema markup, and optimizing for voice search, you can improve your content’s visibility in both traditional search results and AI-powered search. Prioritizing E-E-A-T will further enhance your content’s credibility and trustworthiness, making it more likely to be featured in answer boxes and AI responses.