In recent conversations with clients, I noticed a recurring question emerging: How can we ensure our websites are optimised not only for SEO but also for AEO? As this is a relatively new area, also to me personally, I delved into the topic and summarised my key takeaways for you:

What Is AEO?

Answer Engine Optimisation (AEO) is the practice of optimising your content so that AI-powered platforms, such as ChatGPT, Gemini, Perplexity, and Microsoft Copilot, can easily understand, reference, and recommend your brand in response to user questions (according to Forbes).

Unlike traditional SEO, which focuses on ranking for specific keywords, AEO aims to have your content featured directly in AI-generated responses. This shift is driven by the increasing reliance on AI for information retrieval, where users expect immediate, conversational answers.

Why Is AEO Important?

You might have noticed in your own search behaviour that the landscape of online search is evolving. Projections suggest that by 2026, up to 25% of organic traffic could shift from traditional search engines to AI chatbots and virtual agents (SEO.com). So it becomes even more important for your business to adapt your strategies to ensure visibility in AI-driven platforms.

Key Strategies for to optimize for AI engines

To enhance your presence in answer engines, consider the following approaches:

1. Create Conversational Content: Structure your content to directly answer specific user questions. Use natural language and anticipate the queries your audience might pose.
2. Specificity is your superpower.
   You’re more likely to show up in AEO results if your content directly and clearly answers very specific questions your ideal clients might ask.
3. Build Authority: Earn mentions and citations from reputable sources. AI platforms tend to prioritize content from authoritative and trusted entities.
4. Monitor and Adapt: Regularly track your content’s performance across various AI platforms. Adjust your strategies based on the insights gathered.

AEO vs. SEO: Understanding the Difference

While both AEO and SEO aim to increase visibility, their approaches differ:

• SEO: Focuses on optimizing content to rank higher in traditional search engine results pages (SERPs) by targeting specific keywords.
• AEO: Concentrates on optimizing content to be featured directly in AI-generated responses, often bypassing traditional SERPs.

Despite these differences, the core principles of SEO, such as providing valuable, relevant content for its users and ensuring technical optimization remain essential for AEO.

Getting Started

If you’re looking to optimize your website for AI answer engines, here are some steps to begin:

• Audit Your Existing Content: Identify opportunities where your content can be enhanced to answer specific user queries.
• Update Your Website’s Technical Aspects: Ensure your site is technically optimised. Think fast loading times and mobile responsiveness.
• Engage with Your Audience: Participate in relevant forums and communities to understand the questions your target audience is asking (e.g. Reddit).
• Stay Informed: AI technologies continue to evolve. Keep up-to-date of the latest developments and adjust your strategies accordingly.

Further Listening

For a more in-depth exploration of AEO, consider listening to this insightful podcast by Lenny’s Podcast.

And if you’re interested in optimising your website for AI answer engines but aren’t sure where to start, feel free to reach out or explore our services here – I’d love to help!

x, Lara