This is the third installment in DeanHouston’s three-part series exploring how AEO is changing the way companies market their products and services.
Change often creates winners and losers.
Evolving your marketing strategy to capitalize on Answer Engine Optimization positions your industrial company as an authoritative, go-to resource and attracts high-intent leads even before you get a click.
But what does “capitalize on Answer Engine Optimization” look like? Find the questions your audience is asking and answer those questions.
Invest Time on a Good AEO Audit
- Current Landscape Audit: How are you currently doing with AEO? How do you stack up against competitors?
- Keyword/Phrase Audit: What relevant keywords or questions offer the best opportunity? Where are we currently winning?
- Technical Audit: What structural changes are needed to improve the likelihood of us showing up?
- Content Audit: What content adjustments or additions could help us show up?
Focus on Specific Questions
- Think like your customer: What precise questions do they ask about your products, services, or industry challenges?
- Research Tools: Check out “People Also Ask” sections in Google and keyword research tools to uncover these question-based queries.
- Direct Answers: Start your content with the most direct and concise answer to the question, then elaborate.
Your Content Should Be Robot-Friendly, But Written for Humans
- Scannable Formats: Use clear headings (H2s, H3s) formatted as questions and incorporate bullet points, numbered lists, and tables. AI models thrive on well-organized, scannable information.
- FAQs: Create dedicated FAQ sections or pages that directly address common inquiries.
- Conciseness: Aim for clear, digestible answers, often 40-50 words for featured snippets.
Don’t Forget “Under-the-Hood” Structured Data (Schema Markup)
- Speak AI’s Language: Schema markup (code that tells search engines what your content is about) helps AI better understand and extract valuable information.
- Relevant Schema: Implement FAQ schema for Q&A content, HowTo schema for instructional guides, and Product schema for detailed specifications.
Build Topical Authority
- Deep Expertise: Create comprehensive, fact-rich content that covers topics thoroughly. AI prioritizes sources that demonstrate deep expertise.
- Cited Sources: Link to authoritative external sources and include author bylines with relevant credentials.
- Thought Leadership: Use an Always-On Content strategy to consistently publish high-quality content that positions your company as an industry leader.
There’s no doubt that search has changed. The days of focusing all your energy on search rankings on Google and Bing are gone. But that’s a very good thing for proactive companies who take steps to make AEO a key part of their marketing playbook.
If you’re interested in learning more about AEO, ask your DeanHouston account manager or contact our team. Here are additional resources on the topic: