Discover how to use AEO to transform your content into clear and relevant answers, and learn how to stand out in the era of clickless searches.
The popularization of generative AI in search engines has been transforming the way people access and consume information online.
If previously it was necessary to click on a list of links and visit multiple websites, today the user receives ready-made answers formulated by Artificial Intelligence. In other words, in the new era it is no longer enough to be at the top of organic results; it is necessary to be the answer.
This new paradigm gave rise to an emerging strategy in digital marketing: Answer Engine Optimization (AEO).
While traditional SEO aims to rank content well in SERPs, AEO seeks to transform content into the primary reference for AI-generated answers.
In other words, content optimization strategies aim to make the material understood, selected, and reproduced by conversational AI mechanisms.
Ready to learn more about this topic?
Why is AEO so relevant?
Answer Engine Optimization (AEO) is the practice of optimizing content so that it can be easily identified and cited by generative AI tools when formulating direct answers.
This includes not only technical optimization, but also semantics, structure, and authority concepts.
This movement gained strength starting in 2024 with the expansion of Google’s SGE (Search Generative Experience) and the integration of chatbots into browsers.
With AI becoming the starting point for queries, the focus is on being chosen as a reliable source so that this technology can build its answers.
A study by Conversion in partnership with ESPM revealed that 93% of connected Brazilians already use generative AI. Among them, 49.7% use the technology daily.
In addition, Brazil surpasses the global average in the use of Artificial Intelligence. A Google study pointed out that 54% of Brazilians used generative AI in 2024, a figure higher than the global average of 48%.
Why is traditional SEO not sufficient?
Although SEO remains fundamental for building domain authority and attracting organic traffic, it was developed for a search model in which the user selects one option among several results.
This technique differs from the AEO model, where AI decides which information will be passed on to the user, generally without displaying the original links.
This change drastically alters the relevance criteria. Instead of simple keywords and link building, the following now matter:
- Semantic contextualization;
- Source authority;
- Constant updating;
- Consistency of coverage on a subject.
Strategies to apply AEO in practice
For your content to be chosen by Artificial Intelligence, a new type of approach is required. The main AEO strategies are:
1. Focus on search intent, not just volume
AI does not work only with keyword repetition, but with the semantics behind the question. That is, it seeks to understand the search intent to deliver an answer that not only matches the typed term, but also satisfies the user.
Therefore, it is essential to map real audience questions and answer them directly. It is necessary to identify topics and subtopics, use natural language, explore proprietary data, and group questions into clusters.
For this, use tools such as AlsoAsked, Answer the Public, SEMrush, or the internal search logs of your own website.
2. Answer in the first paragraph
For AI mechanisms, clarity and objectivity are decisive. A text that provides the main answer right in the first lines exponentially increases its chances of being selected.
This initial answer should be concise, free of digressions, and directly related to the key question.
Summarized paragraphs, structured rich snippets, and bullet-point lists are effective resources for optimizing your content for AEO.
3. Build content hubs
Creating content hubs is a strategy to strengthen topical authority and involves developing a main piece of content that addresses the topic comprehensively, accompanied by several satellite contents focused on specific subtopics, all connected through internal links.
This allows AI to perceive your page as a consistent reference and a reliable source.
For example, a hub about sports nutrition may have additional pages such as supplementation for endurance athletes, protein-rich diets, hydration in high-performance sports, among others.
4. Structure content with natural language and proper markup
Proper structuring is strategic. AI analyzes HTML and interprets hierarchies of headings, lists, and semantic markups. Therefore, invest in:
- Subheadings in question format to help AI map correspondence with real queries;
- Ordered and unordered lists;
- Schema markup such as FAQ and frequently asked questions;
- Short paragraphs to maintain readability and avoid noise.
5. Include data, statistics, and verifiable sources
AIs prioritize information supported by evidence and reliable references. To do this:
- Cite recent research with direct links to the sources;
- Include quantitative data that illustrate the argument;
- Use comparative tables to consolidate information;
- Prefer recognized sources or original data from your own company.
6. Use clear, precise, and neutral language
To position content with AEO, convey confidence and neutrality, avoiding promotional exaggerations and vague expressions.
Be clear, use direct sentences, and terms familiar to the audience. It is essential to be impartial, with neutral writing that presents facts and alternatives without using subjective adjectives or unnecessary jargon.
Although AI-generated answers may reduce the number of clicks on traditional links, being cited as a source increases brand authority, generates indirect traffic, and positions your company as an industry expert.
In addition, AIs are evolving to display reference links more prominently. That is, even if the user does not click directly, they will remember your brand and may search for it later.
Investing in AEO is preparing your business for the future of search. Instead of competing for a spot on the results list, you begin competing for prominence in the generated answer. This requires strategic transformation with the creation of more specific, qualified content oriented toward real user intent.
How to create content focused on AEO in practice
In practice, you can position your content to meet AEO while also focusing on SEO. See how we do it and how we manage to position our content and that of our clients in the top positions on Google.
Answering in the first paragraph with clarity and objectivity
Already in the first paragraph, our copywriter was able to answer the question in the title for a production created for our client Smallpdf. In addition, the content offers tips on what to use and how to avoid problems when sending documents online. Therefore, this is the type of content that answers AI mechanisms.
Natural structuring
Essential to complement the content, enriching it with relevant information for the reader about the main topic. Above is content created by our copywriter for link building strategies for Growth Leads.
Secure data and sources
We created content about the best websites to quote and purchase auto insurance to post on JornalDeBrasilia. This content was part of a link building action, and we included secure sources to ensure the reliability of information and data. The result was positive, as many users of the portal continue to visit the post, published in 2024.
So, do you want to stop being just another result and become the number one reliable source in your segment? Talk to our team of SEO specialists and discover how Answer Engine Optimization can transform your results.