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

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 keywords.

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

Answer Engine Optimization (AEO) is an emerging authority and abundance strategy at the intersection of artificial intelligence (AI) and search engines. This approach to content creation, optimization, and management is an add-on to and eventual pivot from Search Engine Optimization (SEO) in the evolving landscape of AI-powered search and information retrieval. 

Successful efforts in AEO can better position you as the answer to popular questions in ChatGPT and Google’s “People Also Ask.” This is the search equivalent of word-of-mouth referrals — except that no one needs to think of or vouch for you. Google and AI serve up your brand and content as the answer their customers need.

Answer Engine Optimization (AEO) requires  you to refine content and structure it schematically for smoother bot indexing. The result is that you’re able to provide more direct answers to queries in a way that search engines and AI-powered platforms understand. 

We look to position you as a source that answer engines 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 user questions. SEO focuses on ranking for keywords and attracting traffic to a website where a research project awaits.
• Methodology. AEO involves structuring content to be easily understood and cited by AI-powered answer engines. SEO focuses on keyword optimization and link building. 
• Goal. AEO aims to be the source that answer engines directly use to answer consumer queries. SEO aims 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 stragetic — to differentiate your offering, and to cut through the noise and communicate compellingly through an exciting channel for lead generation.

• 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. 
• Earning 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.
• 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, an experienced search marketing professional with the following credentials:

• 20+ years in search, icluding 10 years as partner in webdev and search 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.
• Clifton Strengths Finder results that pair well with core competencies in AEO: Strategy, Achievement, Ideation, Learning, Command
• 10+ years in reputation management, including muliple stops in direct-to-consumer multifamily 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.

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 at 202-494-4326 to begin a conversation around AEO.
• We can draft a proposal for your agreement.
• Contracts will be structured as retainers.
• First month: $900 (onboarding, no long-term commitment made yet).
• Subsequent months: between $900 and $2700 (committing to a finite scope, based on your brand’s needs).
• Minimum commitment: 6 subsequent months, with month-to-month billing after that.