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The rise of AI-powered tools like ChatGPT, Google’s SGE, and Bing’s chatbot are transforming how users search for information online. As a result, traditional “Search Engine Optimization” (SEO) is now evolving and it’s being referred to as “Answer Engine Optimization” (AEO), which works to optimize content for these AI-driven “answer engines.” Since these technologies provide direct responses to conversational queries, it reduces the need for users to visit web pages unless they require more information or assistance. AEO strategies are now more focused on creating concise, easily digestible content that AI can incorporate into its responses, especially in formats like bullet points, FAQs, and tables.
To prepare for this shift, it is important that businesses begin to implement a content strategy that aligns with AEO principles. When we’re optimizing sites with this in mind – we’re structuring articles around common questions and scenarios that users are likely to ask. We’re using keyword tools to help identify long-tail phrases and questions that should be addressed in the content.
Another important area we work with our clients on is coding. Schema markup makes it easier for search engines to interpret content and position it for snippet features in search results. You cannot forget this element as you optimize your site for today’s search engines.
While AEO is still distinct from traditional SEO, the two strategies complement each other. For example, being the authority on a topic, which is a critical factor in SEO, is now more important than ever. When you are an authority on a topic, it means your brand has become a trusted source of information in a specific niche. Achieving this involves creating a deep catalog of expert, high-quality content that thoroughly explores all relevant topics. One new area of focus can be using topic clusters, where related articles are interlinked, and this can further strengthen a site’s authority and ensure ease of navigation for users and bots.
Using specialized tools and analysis, we identify gaps in internal linking – adding more and updating content. This helps establish credibility and maintain topical relevance and can boost your site’s visibility and authority.
At Keyword Performance, our goal is to help businesses have content that is both discoverable by traditional search engines and optimized for AI-driven answers, so your brand remains relevant in the shifting digital landscape. Want to learn more? Get in touch with us today for a free SEO audit!
