How to Do Answer Engine Optimisation (AEO): Top Strategies to Use in 2025
How to do (AEO): Top Strategies to Use in 2025
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Search is evolving fast, it’s no longer just blue links but direct answers from AI. That’s why Answer Engine Optimisation (AEO) is now essential.
As visitors from large language models like ChatGPT convert 4.4x better than traditional search traffic, the opportunity is clear: if you want visibility and better conversions, you need to be the answer source.
AEO means structuring your content so clearly that AI tools, like Google’s AI Overviews, chatbots, and voice assistants, can easily understand and cite it.
In a world of zero-click answers, your business needs to be what AI pulls from.
In this guide, we’ll break down practical strategies, technical tips, and content structuring methods to make your brand AI-ready and future-proof your growth.
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How to Optimise Your Content for Answer Engine Optimisation (AEO)?
Optimising for AEO requires a nuanced approach that goes beyond traditional SEO tactics. It’s about thinking like an answer engine and anticipating what information users need directly.
Here are the top actionable strategies we’re implementing for our clients to master AEO:
1. Master User Intent & Question-Based Content Creation
Understanding the precise questions your audience is asking is the cornerstone of AEO. AI excels at answering direct queries, so your content needs to anticipate these questions and provide clear, concise answers.
What to do:
Start by conducting thorough question keyword research. Use tools like Google’s “People Also Ask” (PAA) sections, AnswerThePublic, and other AI-powered research platforms to uncover the specific “who,” “what,” “where,” “when,” “why,” and “how” questions relevant to your niche.
For example, if you’re a SaaS business and sell accounting software, research queries like “What is cloud accounting?” or “How does X software manage payroll?”
Then, create dedicated FAQ sections on your site, or structure your blog posts with question-based headings (like H2s and H3s) that mirror these queries. Craft content that directly answers these specific user questions early in the text.
This approach is precisely how we’ve helped clients like Flambard Williams.
By deeply understanding the investment questions their audience had, we optimised their content to directly answer queries such as “why should I invest in Nottingham? Or where to invest in off-plan sheffield?”
This resulted in direct citations of hundreds of answers from FW in AI search results and established them as a go-to authority.
Why it’s important:
Over 52% of Google searches in a September 2024 study were conducted to acquire information on a subject, often framed as questions.
Furthermore, titles with question-based keywords have a 15.5% higher CTR than non-question titles (AIOSEO, January 2025), directly indicating user preference for answers.
2. Structure Content for Direct Answer Extraction (The Inverted Pyramid)
AI models are designed for efficient information retrieval. Presenting information in a highly structured, “answer-first” format significantly increases the likelihood of your content being chosen for a direct answer or featured snippet.
What to do:
Employ the “inverted pyramid” style of writing. This means leading with the most direct, concise answer to a question in the first paragraph (ideally 40-70 words), and then gradually providing supporting details, examples, and further explanations.
For instance, if the question is “What is AEO?“, start with a brief, clear definition, then elaborate.
Additionally, utilise highly scannable formats like clear headings, bullet points, numbered lists, tables, and short, digestible paragraphs.
These visual cues make content easy for both humans and AI to quickly scan and understand, improving the chances of extraction.
Use content layouts like the one we implemented for Flambard Williams, where each section starts with a clear, scannable heading (e.g., “Population”, “Student Base”) followed by a concise, high-impact paragraph that answers the core question right away.
Source: Flambard Williams
Supporting stats and details come next in short, digestible blocks.
This answer-first format helps AI models and users instantly grasp the key message, increasing your chances of being featured in search results.
Why it’s important:
Studies show that 70% of Featured Snippets are in paragraph format, with an average length of around 40-50 words (Semrush, February 2025), reinforcing the need for concise, upfront answers.
Furthermore, research consistently indicates that 66% of websites that appear in Featured Snippets utilize structured data (GO-Globe, March 2025, citing various studies).
This highlights the strong correlation between well-organised content and direct answer visibility.
3. Leverage Structured Data (Schema Markup) Rigorously
Schema markup is essentially the language AI understands.
It provides explicit semantic meaning to your content, helping search engines classify and present your information more effectively in rich results and direct answers.
What to do:
Implement relevant schema types such as FAQPage for your question-and-answer sections, HowTo for step-by-step guides, Article for blog posts, or Product and LocalBusiness for relevant pages.
Always use JSON-LD format for your schema, as it’s Google’s preferred method. Crucially, ensure your schema is accurate, complete, and validate it using tools like Google’s Rich Results Test.
This rigorous application of schema acts as a direct communication line to guide AI to your most important information.
Why it’s important:
Websites using structured data have a higher chance of appearing in AI-generated summaries and other SERP features that contribute to zero-click searches.
John Mueller of Google has also noted that “structured data helps our systems better understand what’s on a page, which can help with showing your content in rich results and other special search result features.”
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4. Build and Demonstrate E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
AI systems, just like human users, prioritise information from credible sources. Demonstrating high E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is paramount for earning trust and being cited by answer engines.
What to do:
Showcase your authors’ relevant credentials and experience through detailed bios on your site. When referencing data or facts, link to external authoritative sources like academic papers or reputable industry reports.
To build unique authority, publish original research, case studies, or proprietary insights from your business. Regularly ensure your content is factually accurate, updated with the latest information, and free of grammatical errors.
A strong online reputation for reliability, backed by quality backlinks from trusted sites, is a significant AEO signal that AI models look for.
For example, our clients like Flambard Williams improved their on-site authority signals with expert-led bios, citations to credible sources, and showcasing real investment results, which reinforced their trustworthiness in the eyes of AI.
Source: Flambard Williams
Why it’s important:
52% of sources cited in Google AI Overviews rank in the top 10 organic results, highlighting that Google’s AI still heavily values established authority.
Building E-E-A-T is foundational for achieving these top organic positions, which in turn feed AI answers.
5. Optimise for Conversational and Natural Language Processing (NLP)
The rise of voice search and conversational AI means users are interacting with search engines in a more natural, human-like way. Your content should mirror this conversational tone to be easily understood and processed by AI.
What to do:
Write content that uses natural, conversational language, as if you’re explaining a concept to a friend or colleague. Avoid overly formal or jargon-heavy phrasing unless your audience is highly technical.
Focus on incorporating long-tail, conversational keywords that reflect how people actually speak or type questions into an AI assistant.
For example, instead of just targeting “SEO tips,” consider phrases like “How can I improve my website’s SEO performance?” or “What are the best SEO tools for small businesses?”
Why it’s important:
Over 20% of searches on the Google App are performed through voice search, and 71% of internet users prefer to conduct voice searches instead of typing a query.
This massive shift in user behaviour necessitates content that can be easily understood by NLP.
6. Ensure Technical Accessibility for AI Crawlers
Even the most optimised content won’t be seen if AI crawlers can’t efficiently discover, understand, and index your website. Foundational technical SEO remains critical as a prerequisite for AEO.
What to do:
Ensure your website has a clean, logical site structure that’s easy for crawlers to navigate. Prioritise fast loading speeds (important for Core Web Vitals) and mobile-friendliness, as many AI queries originate from mobile devices.
Implement a clear XML sitemap to guide AI crawlers to all your important pages, and use a well-structured robots.txt file to control access efficiently.
Always implement HTTPS for security and trustworthiness, which are signals valued by both users and AI models.
Why it’s important:
AI technologies are fundamentally changing technical SEO norms, helping search engines prioritise content and understand it more clearly.
Furthermore, Google completed its mobile-first indexing switch in October 2023, meaning mobile-friendliness and fast loading speeds are non-negotiable for any kind of search visibility, including AI.
Marketing Research & Strategy
We help you understand your market and build smart strategies to attract more customers and grow faster.
- Detailed research into your competitors, customers, and market
- Custom marketing and growth plans that drive real results
- Clear action steps to increase traffic, leads, and sales
ADWORDS ROI
Cut Ad spend
How to Measure Your AEO Visibility in the AI-First Era
Measuring AEO success goes beyond traditional keyword rankings and organic traffic. It requires focusing on signals that indicate your content is being directly leveraged by AI.
1. AI Mentions/Citations
This is the ultimate AEO metric. Track instances where your brand, website, or specific content is cited or referenced by AI Overviews (Google SGE), ChatGPT, Bing Copilot, Perplexity AI, or voice assistants.
While direct tools are still evolving, manual checks and specialised monitoring services are key.
You can also use some third-party tools like Peec AI, Profound, Keyword.com AI Tracker, or Goodie, which are purpose-built for monitoring how brands surface in AI answers and LLMs.
Some established SEO suites like SE Ranking and Semrush are also integrating AI Overview and ChatGPT data into their trackers.
2. Featured Snippet & PAA (People Also Ask) Presence
Monitor your appearance in Google’s Featured Snippets and “People Also Ask” boxes. These are prime indicators that Google’s algorithms consider your content the best direct answer to a query.
3. Voice Search Impressions/Share
While direct “voice search conversions” can be hard to track, you can monitor impressions and listen for your brand/content in voice assistant responses to queries relevant to your business.
Tools like Google Search Console (for Discover traffic related to questions) and some third-party voice search analytics can provide insights.
4. Brand Visibility (Direct & Assisted)
Look for an increase in direct brand searches or “assisted conversions” where users search for your brand after getting an initial answer from an AI. This indicates that AI exposure is building brand recognition.
5. Organic Impressions for Question Keywords
Monitor your content’s visibility for long-tail, question-based keywords in Google Search Console. Even if clicks are “zero-click,” increased impressions show your content is being considered by the search engine.
6. Topical Authority Growth
As your content consistently provides answers across a topic cluster, AI models will increasingly see your site as a comprehensive authority. Monitor your overall topical coverage and how well you answer a broad range of related questions.
7. Direct Traffic Spikes (Post-AI Interaction)
While some AI answers are “zero-click,” others might prompt users to visit your site for more in-depth information. Monitor sudden spikes in direct traffic that could be attributed to AI leading users to your brand.
We saw this firsthand with Flambard Williams, where after implementing answer-optimised content and structured data, they experienced a measurable uptick in direct traffic and brand searches, often within days of being featured in AI Overviews and “People Also Ask” results.
It’s a clear sign that when you give AI what it needs, your audience follows.
The Future of AEO: Staying Ahead of the Curve
The landscape of answer engines is rapidly evolving. Staying ahead requires anticipating future trends and continuously adapting your AEO strategies.
Increased Personalisation of AI Answers
AI will become even more sophisticated at tailoring answers based on individual user context, location, past queries, and preferences. This means AEO will need to focus on providing highly relevant, targeted information for specific user segments.
Multimodal AI
Search is moving beyond text. Future answer engines will increasingly integrate visual, audio, and video inputs and outputs. Optimising images with descriptive alt text, providing video transcripts, and leveraging visual search will become critical.
By 2025, video content is projected to account for 82% of all internet traffic, emphasising the growing importance of non-textual content for capturing future AI visibility.
Deeper Integration of Transactional Capabilities within AI
AI could soon facilitate entire purchasing journeys or service bookings directly within the AI interface. AEO will need to consider how to optimise for these transactional queries, ensuring product information and conversion pathways are AI-ready.
The Interplay Between On-Page Content and AI Model Training
As AI models become more adept, the quality and structure of your on-page content might directly influence how these models are trained and how they perceive your expertise. High-quality, original content could contribute to better AI outputs overall.
The Increasing Importance of Unique, Human-Generated Insights that AI Cannot Easily Replicate
While AI can synthesise existing information, true innovation, proprietary data, unique perspectives, and deep human experience will become even more valuable. Content that provides genuine, irreplaceable insights will stand out.
Furthermore, a 2024 survey by Stackla indicated that 85% of consumers prioritise authenticity when choosing which brands to support, underscoring the growing demand for genuine, human-led content that AI cannot easily replicate.
Conclusion
Mastering Answer Engine Optimisation is paramount for securing your business’s future in the AI-first digital landscape.
By strategically creating question-based content, rigorously leveraging structured data, demonstrating unwavering E-E-A-T, optimising for natural language, and ensuring technical accessibility, you can significantly boost your brand’s AI visibility.
The journey of AEO is dynamic, requiring continuous measurement and adaptation to emerging trends. As AI continues to redefine how information is consumed, proactive optimisation isn’t just an advantage—it’s essential.
We’ve helped businesses like Flambard Williams leverage these strategies to secure a strong foothold in AI search.
If you’re ready to increase visibility, trust, and leads in the AI-first world, let’s talk.
Contact us today at https://credofy.com/contact/ for a personalised consultation and let us help you build an AEO strategy that drives unparalleled visibility and future success.
Frequently Asked Questions (FAQs)
What is "zero-click" content, and why should I optimise for it?
“Zero-click” content refers to answers provided directly on the search results page or by an AI assistant, eliminating the need for a user to click through to a website.
Optimising for it ensures your brand gets visibility and establishes authority even if direct traffic isn’t generated, leading to increased brand awareness and potential future engagement.
How does schema markup specifically help with AEO?
Schema markup (structured data) provides explicit context to AI algorithms about the content on your page.
For AEO, it helps AI quickly identify and extract specific answers for rich results (like Featured Snippets, Knowledge Panels), voice search responses, and direct AI summaries, by clearly labelling elements like questions, answers, steps, and product details.
What are some practical ways to demonstrate E-E-A-T for AEO?
To demonstrate E-E-A-T for AEO, you should include clear author bios with credentials, cite reputable sources, publish original research or case studies, ensure factual accuracy, keep content updated, and garner high-quality backlinks from authoritative sites in your industry.
How can I find long-tail, conversational keywords for AEO?
Use tools like Google’s “People Also Ask” (PAA) boxes, AnswerThePublic, AlsoAsked.com, and keyword research tools with question filters.
Also, review your customer service inquiries and site search logs to understand the exact phrasing of questions your audience uses.
Will AEO replace traditional SEO in the future?
No, AEO is an evolution and a critical complement to traditional SEO, not a replacement.
Foundational SEO practices (technical optimisation, link building, core content quality) remain essential because AI models still rely on the underlying web for information. AEO is about optimising how that information is presented for AI consumption.
What are multimodal AI capabilities, and how do they relate to AEO?
Multimodal AI refers to AI systems that can process and generate information across different formats like text, images, audio, and video.
For AEO, this means optimising visual content (descriptive alt text, captions), providing video transcripts, and considering how your content might be consumed or generated by AI in non-textual formats.
