Digital marketing is constantly evolving, and we often struggle at Belle to keep up with all the latest changes and industry trends. But staying ahead of the curve is essential, and we’d like to think we have you covered!
While most businesses are familiar with Search Engine Optimisation (SEO), a new player is rapidly gaining traction, and it recently came up over a coffee catch-up with one of my NZ Businesswomen peers. Answer Engine Optimisation (AEO).
I’ll admit, I asked my colleague the question: What is AEO exactly, and what do I need to know about it?
Here’s the skinny.
AEO is the practice of tailoring your content to be easily understood and surfaced by AI-powered search tools and voice assistants. Unlike traditional SEO, which focuses on ranking web pages in search results, AEO aims to deliver direct, concise answers to user queries, often without requiring the user to click through to a website.
Think of tools like Google’s AI Overviews, Microsoft Copilot (which is what we use), ChatGPT, and Perplexity. These platforms prioritise clear, structured, and authoritative content that can be instantly delivered to users.
Here’s a scenario: Last night, my daughter, Ashleigh, asked Siri why it is important for kids to exercise. Ashleigh was brainstorming ideas for her upcoming speech competition this term, and as part of her research, wanted to learn about the benefits exercise has on kids’ mental and physical health. That’s where AEO comes in. Siri provided Ashleigh with a list of three websites showing what she had found in relation to her voice prompt.
SEO aims to drive general search engine users to websites by utilising backlinks, keywords, and page structure. On the other hand, AEO aims to provide AI and voice search users with direct answers to queries based on user intent, structured data, and concise responses.
AEO isn’t a replacement for SEO; it’s an evolution. So, your digital strategy should now include:
AEO-focused content creation
Voice search optimisation
Structured data implementation
Monitoring AI search tools
Why AEO matters for businesses
As AI-driven search becomes more prevalent (including in our office), businesses must adapt to ensure their content remains visible and relevant.
AEO is especially important for:
Local businesses wanting to appear in voice searches.
E-commerce brands aiming to answer product-related questions instantly.
Service providers looking to establish authority and trust.
Some actionable steps to include in your digital marketing strategy include:
Understanding the specific questions your audience will ask to identify common queries you can address.
Using structured data (Schema markup) for FAQs, products, reviews, and services.
Writing in a way that’s easy for AI to parse. Use bullet points, headings, and short paragraphs. Aim to answer questions in the first few sentences.
Using natural language and conversational phrases that match how people speak, not just how they type.
Ensuring your content is trustworthy and backed by credible sources to increase the likelihood of being featured in AI-generated answers.
Regularly checking how your content is being presented in AI tools and adjusting it accordingly.
If you’re stuck and want to know more, give us a call or drop us an email.
