What is answer engine optimisation (AEO)?
How answer engines work
An answer engine tries to resolve a question without sending the person anywhere else. Google's featured snippets, voice assistants and AI chat tools all do this. They look for content that answers the question clearly, near the top of a page, in a format that's easy to extract.
How to optimise for answers
- Use the question as a heading. Match how people actually ask, such as "How much does a coaching website cost?"
- Answer in the first sentence. Give a direct, complete answer in 40 to 60 words, then expand below.
- Use lists and tables for steps, comparisons and options.
- Add FAQ schema so machines recognise question and answer pairs.
- Keep answers accurate and current. Outdated answers lose trust quickly.
A simple example
Weak: a page titled "Our Approach" with three paragraphs of philosophy. Strong: a page with the heading "What happens in a first coaching session?" followed immediately by a clear two-sentence answer, then details.
Where to find the questions
Your best source is your own discovery calls and emails. Every question a prospect asks is a page or FAQ waiting to be written. Search tools, People Also Ask boxes and AI assistants themselves can fill the gaps.
Frequently asked questions
Does AEO still matter if people use AI chat?
Yes. AI assistants use the same kind of clear, well-structured answers that AEO produces. Content written for answers serves both search and AI.
How long should an AEO answer be?
Aim for a direct answer of around 40 to 60 words, followed by supporting detail. Short enough to extract, complete enough to stand alone.
Want this done for you?
I build brands and websites that are optimised for search, answer engines and AI from day one. See the AI Visibility Sprint or book a call.