Website developers have been familiar with search engine optimization (SEO) for several years now. However, the online behavior of users has changed over the years, driven by new technical developments. This has given rise to a new approach: Answer Engine Optimization.
What is the difference to SEO?
Traditional SEO aims to place a website as high as possible in the search results (SERPs). The focus here is on aspects such as keyword research (now rather outdated), the generation or procurement of links and the optimization of content (SEO content).
However, the development of Google has made SEO increasingly complex in recent years. Known techniques are quickly becoming obsolete and – although Google is still the undisputed number one search engine – other players such as Bing are becoming increasingly important. This is also due to the emergence of new AI-supported search tools such as SearchGPT, ChatGPT and Perplexity.
Answer Engine Optimization is a further development of traditional search engine optimization, which has become increasingly important due to the rise of voice assistants such as Alexa, Google Home and Apple’s HomePod. Users are increasingly using voice-controlled search queries via voice-controlled devices. Search engines are thus becoming “answer machines”. AEO does not focus on the best results, but on the one correct answer.
How AEO works
With AEO, the focus is no longer on keywords, but on well-founded answers. Important for B2B companies: Compact answers that address and answer possible questions from users as early as possible and eliminate doubts.
AEO is technically realized through the targeted use of artificial intelligence (AI), natural language processing (NLP) and structured data. Modern answer engines such as Google, Bing or AI chatbots analyze user questions with the help of NLP in order to precisely understand the intention behind the search query. They no longer just interpret individual keywords (search terms), but recognize the context and intention behind the questions.
Machine learning and large language models such as BERT, MUM or GPT-4 form the technical basis of these systems. They recognize patterns, language and facts and use them to generate precise answers. Answer engines search the internet for relevant content, paying particular attention to structured data such as Schema.org markup, FAQ sections or how-to instructions.
Website operators increase their chances with the AEO by using structured data and schema markup in a targeted manner. These markups help search engines to clearly interpret the content and display it as a direct response in rich snippets, knowledge panels or voice search. Technical optimization also includes clear, well-structured content preparation with short paragraphs, bulleted lists and precise answers to common user questions.
Natural language and long-tail keywords
Modern answer engines and voice assistants such as Google Assistant, Siri or Alexa are increasingly processing search queries in complete, naturally formulated sentences or questions instead of short keywords. For example, users ask: “How can I reset my Wi-Fi router?” instead of simply “Reset Wi-Fi router”.
Long-tail keywords reflect precisely this natural, dialog-oriented language. They consist of several words and often represent entire questions or very specific concerns. AEO is based on actual search phrases as people speak them in everyday life. This is particularly important for optimizing for voice search, because voice assistants prefer content that is formulated in natural language and with complete questions.
The targeted integration of long-tail keywords increases the likelihood that content will be displayed as a direct response in answer boxes, featured snippets or voice assistants. The content structure should therefore address specific user questions, provide precise answers and reflect the natural language of the target group. This results in content that is not primarily made for search engines, but above all is optimally understandable and relevant for modern response systems.
Prospects
The spread of AEO will increase in the coming years. However, Answer Engine Optimization will probably not replace traditional SEO in the near future. Users will continue to search for answers and products online in the familiar way – and find them. However, AEO could reach or even surpass the number of search queries made by search engines in the foreseeable future. Especially if AI and voice technology continue to develop at the current pace.
