Answer Engine Optimization (a.k.a. AEO or GEO)

In short: if you’re not the answer, then you could soon be invisible.

• 70+% of all searches are now in the form of questions (“How do I…?”, “What is the best…?”, “Should I…?”).

• Voice search and conversational AI have led consumers to asking full, natural-language questions vs. typing and searching by keywords.

• Platforms like ChatGPT, Google’s SGE (Search Generative Experience), and Perplexity AI aim to give direct, summarized answers vs. traditional links.

Answer Engine Optimization (AEO) is an emerging authority and abundance strategy at the intersection of artificial intelligence (AI) and search engines. This content approach is currently experimental but responds to the likely pivot from Search Engine Optimization (SEO) as information retrieval evolves.

Successful efforts in AEO will better position you as the answer to popular questions in ChatGPT and Google’s “People Also Ask.” Project your product or service as the answer customers need.

Yes, absolutely. It’s about two years old for those inside the industry. It’s brand new and current in mass media. We’ve compiled some helpful publicity here.

CHATGPT ON TRACK TO REACH 700M ACTIVE USERS
https://x.com/nickaturley/status/1952385556664520875

SEO IS DEAD, SAY HELLO TO GEO
https://www.tryprofound.com/blog/ai-search-volatilityhttps://nymag.com/intelligencer/article/seo-is-dead-say-hello-to-geo.html

HOW TO NAVIGATE THE AEO ERA
https://www.forbes.com/councils/forbesagencycouncil/2025/07/08/how-to-navigate-the-answer-engine-optimization-era

SEO SIDEKICK: THE RISE OF ANSWER ENGINE OPTIMIZATION
https://www.cmswire.com/digital-marketing/seo-sidekick-the-rise-of-answer-engine-optimization

ANSWER ENGINE OPTIMIZATION: WHAT BRANDS NEED TO KNOW
https://www.forbes.com/sites/lutzfinger/2025/06/19/answer-engine-optimization-aeo–what-brands-need-to-know

EVERYTHING MARKETERS NEED TO KNOW ABOUT AI SEARCH
https://adage.com/technology/ai/aa-aeo-answer-engine-optimization-what-marketers-need-to-know

TRAFFIC APOCALYPSE: GOOGLE AI OVERVEWS KILLING CLICK THROUGHS
https://www.cjr.org/analysis/traffic-apocalypse-google-ai-overviews-killing-click-throughs-news-sites.php

INSIDE THE MEDIA’S TRAFFIC APOCALYPSE
https://nymag.com/intelligencer/article/inside-the-medias-traffic-apocalypse.html

CHATGPT REFERRALS TO NEWS SITES ARE GROWING, BUT NOT ENOUGH TO OFFSET SEARCH DECLINES
https://techcrunch.com/2025/07/02/chatgpt-referrals-to-news-sites-are-growing-but-not-enough-to-offset-search-declines/

OPENAI UNVEILS CHATGPT-5 MODEL WITH PH D LEVEL INTELLIGENCE
https://www.usatoday.com/story/tech/2025/08/07/chat-gpt-5-release-date-open-ai/85566627007

AI ATE THE WEB, NOW IT’S COMING BACK FOR SECONDS
https://nymag.com/intelligencer/article/ai-ate-the-web-now-its-coming-back-for-seconds.html

PERPLEXITY CEO EXPLAINS HOW AI SEARCH ENGINES CAN BE EASILY MANIPULATED
https://the-decoder.com/perplexity-ceo-explains-how-ai-search-engines-can-be-easily-manipulated

OPENAI TAPS GOOGLE’S UNPRECEDENTED CLOUD DEAL DESPITE RIVALRY
https://www.reuters.com/business/retail-consumer/openai-taps-google-unprecedented-cloud-deal-despite-ai-rivalry-sources-say-2025-06-10/

MICROSOFT HAS AN OPENAI PROBLEM
https://nymag.com/intelligencer/article/microsoft-has-an-openai-problem.html

GOOGLE CONFIRMS NORMAL SEO WORKS FOR AI OVERVIEWS
https://www.reddit.com/r/SEO/comments/1m9k0kg/google_confirms_normal_seo_works_for_ai_overviews/

GOOGLE AI MADE SEARCH RESULTS BURY THE WEB
https://nymag.com/intelligencer/article/google-ai-mode-search-results-bury-the-web.html

GOOGLE AND BING ARE A MESS, WILL AI SOLVE THEIR PROBLEMS
https://nymag.com/intelligencer/2023/02/google-and-bing-are-a-mess-will-ai-solve-their-problems.html

CHATGPT USES GOOGLE SEARCH AND NOT BING SEARCH, WITH PROOF
https://acme.bot/blog/chatgpt-web-search-uses-google-search-and-not-bing-search-with-proof

SAM ALTMAN SAYS OPENAI MAY EXPLORE ADS IN CHATGPT
https://www.thekeyword.co/news/sam-altman-says-openai-may-explore-ads-in-chatgpt

INDUSTRY REPORTS: SEO MARKET
https://www.mordorintelligence.com/industry-reports/seo-market

Answer Engine Optimization (AEO) refines content and structures it schematically for smoother bot indexing. It’s a mix or art and science. The result is that you’re able to provide more direct answers to consumer queries, in a way that search engines and AI-powered platforms understand and prioritize. 

We position you as an information source that answer engines can immediately index and utilize (rather than just improving website rankings). This contrasts sharply with traditional SEO, which prioritizes keyword targeting and ranking on search engine results pages — which then creates research projects. Consumers don’t want homework. They seek answers. 

KEY DIFFERENCES

• Focus. AEO provides concise, accurate answers to specific consumer questions. SEO focuses on ranking for keywords and attracting traffic to a website where a research project awaits.
• Methodology. AEO creates and structures content to be easily understood and cited by AI-powered answer engines. SEO focuses on keyword optimization, link building, websites structuring, website hosting speed, and other coordinated technical considerations. 
• Goal. AEO aims to be the source that directly answers consumer questions. SEO looks to improve a website’s ranking in search engine results. 

AEO services are initially technical in nature. However, the end game is both creative and strategic — to differentiate your offering, cut through the noise, and communicate compellingly through an exciting channel for lead generation. This is a rinse, wash, repeat process that improves with time and consistent effort.

• Answer common questions directly. Write to address specific user questions directly and clearly. 
• Use clear and scannable formatting. Employ lists, tables, and FAQs to make content more digestible. 
• Structure content for featured snippets. Optimize for skimming, consumption, and extraction. 
• Establish authority and credibility. Build trust and reputation with accurate and reliable information.
• Optimize for voice search. Use conversational language and answers that consumers might vocalize. 
• Utilize schema markup. Lean on structured data markup to enhance AI understanding and extraction. 
• Earn citations, mentions. Create content that’s likely to be cited or included in AI’s answers. 

The below is a sampling of AEO focuses:

• Query Education
• Answer Management
• Content Editorial/Creation
• Schema Markup
• Bot Design
• Contributor Training
• Website Development
• Search Engine Optimization
• Credibility Development
• Referral Engineering

Successful AEO reinforces important program health markers:

• Increased visibility. Direct answers often appear in prominent positions.
• Improved click-through rates. Consumers are more likely to click on direct answers to questions.
• Accelerated conversion. When someone believes they have an answer, they take urgent and decisive action.
• Enhanced brand authority. Being featured as a direct answer will boost credibility and reputation in search.
• Better consumer experience. Quick and relevant answers generally lead to increased satisfaction in the marketplace. 

AEO prioritizes thoughtful responses. More than just a simple reply, each answer is a carefully-constructed piece of communication that reflects understanding, empathy, and insight. Learnings here can be applied to all forms of communication, even casual conversations, to improve interaction and impact.

• Crafted. Answers aren’t rushed and are given deliberate consideration before being articulated.
• Skillful. Answers are structured efficiently to convey an intended message in a clear and concise manner.
• Insightful. Answers should demonstrate a deep understanding of the subject matter. 
• Empathetic. Answers should respond to current or emerging trends in the marketplace. They should resonate with consumer feelings and perspectives.

ANSWERCRAFT℠ was created by Eric S. Townsend, one of the original search marketing professionals:

• Nearly 30 years in search marketing, including 10 years as partner in a website development and search traffic agency, GLIMPSE DIGITAL (2007-17). Successes include: LATISTA, a software startup delivered from year 2 to $663M acquisition by ORACLE on the strength of +352% traffic, +706% leads, +411% trials,+319% licenses, and +263% yearly growth (avg); STRONG HOME MORTGAGE whose commitment to search content educated consumers to 45% faster loan closes than its competition (beating the gold standard turn of 30 days), answered queries effectively as a core COSTCO financial partner, and earned $10B in revenue; and BASEMENT DETECTIVE who leveraged SEO to $6M in year 1 leads and eventually toppled their local market’s leader MIDATLANTIC WATERPROOFING.
• 15+ years in reputation management, including multiple stops in direct-to-consumer property management marketing: GATES HUDSON (2017-19), WEIDNER APARTMENT HOMES (2019-20), DYVERSE (2024-5).
• 30+ years in commercial copywriting, including prolific communications, editorial, thought leadership, and website content management. This includes in-house roles as communications director for an association ASPA and website editor-in-chief for NAVY FEDERAL CREDIT UNION.
• Optimal Clifton Strengths Finder profile that pair well with core competencies in AEO: Strategy, Achievement, Ideation, Learning, Command.

ESTMKTG is currently taking on new clients in this emerging field of marketing. We’ve created the ANSWERCRAFT℠ program to build on decades of expertise in copywriting, strategic communications, reputation management, website development, search engine optimization, and lead generation.

GETTING STARTED

• Text Eric to begin a conversation: 202-494-4326, then let’s setup a call.
• We’ll draft a simple proposal for your agreement, detailing our first steps together.
• We accept all major credit and bank debit cards, ACH, Venmo, Cash App, and PayPal.
• Contracts will be structured as retainers, with automated invoicing and payments processed by Square.
• First month: $900 (onboarding only to start, no other commitment made).
• Subsequent months: To be determined, based upon ongoing needs and our specific scope of work together (ballpark is $900 and $2700 monthly).
• Minimum commitment: 6 subsequent months, with month-to-month billing after that.