Answer me this! Why AEO is the New SEO

Your firm’s expertise is invaluable only if people can find you. But when it comes to online search, the rules are changing.

Traditionally, Search Engine Optimisation (SEO) was a fail-safe method of securing a high search ranking, driving traffic and bolstering conversions. However, the digital marketing landscape is shifting, shaped by generative AI models to streamline how we search. The uptake of AI for search is huge, driving over 10% growth for queries that have used Answer Engine Optimisation (AEO) and appear in AI Overviews (AIO). Meanwhile, AI has decreased click-through rates of even the highest-ranking websites that appear on Google’s search engine results page (SERP). This is due to ‘zero-click search’, where searchers quickly find the answers they are looking for in Google’s AIO without then needing to click on to the site.

What is AEO?

AEO focuses on direct, accurate answers to specific questions rather than key words. Unlike traditional SEO, which primarily aims to drive traffic to your website, AEO focuses on optimising your content to quickly and succinctly answer a user's query, whether presented as a featured snippet, a voice assistant's response, or an AI-generated summary at the top of a search engine ranking page such as Google’s AIO. In her recent blog, Marianne covers how search has changed since she left for maternity leave over a year ago, covering the shift from SEO to AEO and the growth of Generative Engine Optimisation (GEO). All of which are ways to optimise content with the aim of appearing in AIO results, as well as rapidly growing and popular large language models (LLMs) such as ChatGPT and Google’s own Gemini.

The evolution of search

While traditional SEO is still important, the rise of AI-powered assistants, voice search, and sophisticated algorithms means users are increasingly looking for direct answers to their complex questions, often without even visiting a website. 

This shift has given rise to AEO. Unlike traditional SEO, which primarily aims to drive traffic to your website, AEO focuses on optimising your content to be the definitive, direct answer to a user's search, focusing primarily on context.

For professional services firms, this is more than a technical adjustment; leveraged correctly, this is a significant opportunity to leap frog your competition by establishing your authority and thought leadership precisely where your prospective clients are looking for solutions.

Context is king

In his 1996 essay, Bill Gates announced that content is king. He predicted that content would be where most money would come from on the internet, and so far it’s been true. With blogs earning 67% more leads for businesses that invest the time and effort opposed to those that don’t, you can’t argue with Gates’ prediction.

Since Google introduced major user updates including AI Overviews (AIO) and AI Mode, user queries have become longer and more detailed as users seek out a direct answer to their question. The extra detail and length have meant that Google can respond to queries by gathering information from numerous sources in seconds and displaying them as AIOs at the top of its SERP. But what does this mean for your content? 

The name of the game has changed when it comes to content strategy. Businesses need to not only be able to rank high using SEO strategies, but also need to actually answer specific questions, taking into account the context of those questions too. For professional services businesses such as law firms, accountants, financial advisers, surveyors and property professionals etc, this means your insights can be directly surfaced when a potential client or referrer asks a specific question about, for example, how to calculate corporate tax, making a dilapidations claim, or why you need a power of attorney.

Crucially, SEO and AEO aren’t mutually exclusive. Strong SEO foundations provide the authority and visibility necessary for your content to be picked up by answer engines, while AEO ensures that your valuable insights are delivered in the most direct and impactful way possible.

But make sure your content is high-quality

AEO still relies on the quality and trustworthiness of your information. AI systems are designed to identify authoritative sources. Remembering fundamental Google frameworks such as E-E-A-T (Experience, Expertise, Authoritativeness and Trustworthiness). The framework has been around since 2014 and can lay a solid foundation for building credibility needed to rank on both SERPs and AIOs. Alison talks in more depth about E-E-A-T tactics for professional services businesses in her blog. With that said, focus content on:

• Accuracy & depth to highlight expertise in your area: Ensuring your content is meticulously researched, accurate, and provides comprehensive yet digestible insights. For professional services, this is non-negotiable. If you can demonstrate to Google that you have knowledge and skills in this area, you stand a much better chance of ranking well.

• Establish authority on your topic: Develop content that thoroughly covers all aspects of a particular topic, establishing your firm as the go-to expert in that field. This is boosted by being ‘digitally omnipresent’ in your sector – strong social media presence, digital PR, guest blog posts, podcasts, videos as well as in person and online events such as seminars, webinars and livestreams.

• Verify your information to show trustworthiness: Where appropriate, include data, statistics, and properly cited sources. This adds credibility and helps AI verify the information's veracity. 

What makes an effective AEO strategy?

Implementing a successful AEO strategy for your professional services firm requires a nuanced and expertise led approach, focusing on content quality, structure, and technical execution.

Understanding User Intent & Question-Based Research

The cornerstone of AEO is moving beyond simple keyword matching to genuinely understanding what problem a user is trying to solve. For professional services, this means anticipating the nuanced questions your clients and prospects are asking and in turn making sure this is reflected in your content.

Think beyond keywords. Instead of just optimising for "commercial property law," consider the underlying questions such as "What are the legal implications of buying commercial property?", "How do I negotiate a commercial lease?", or "What due diligence is required for commercial property acquisition?"

Researching different techniques and testing these will be essential to nailing a new digital marketing strategy. Leverage tools like Google's "People Also Ask" section, industry forums, client FAQs, and direct feedback from your team to identify the most common and pressing questions your audience has.

Structuring content for direct answers

Once you understand the questions, your business’ content needs to be structured to provide immediate, clear answers. Think about customising content you already have using the following techniques:

• The inverted pyramid approach: Start with the most critical information. Does it directly answer your reader’s question at the beginning? Follow up with supporting details and context. 

• Question-based headings: Use H2s and H3s that are direct questions e.g., "What is the Capital Gains Tax rate for businesses?". This mirrors how users search and helps AI identify answers.

• Concise content blocks: Craft short, digestible paragraphs that can stand alone as direct answers. These can be picked up by AI systems easier.

• Readability boosters: Utilise bullet points, numbered lists, tables, and dedicated FAQ sections. These formats are easy for both users and AI to process and extract information from.

Implementing structured data (Schema Markup)

Structured data, or schema markup, is a critical technical element of AEO. It's a specific vocabulary added to your website's HTML that helps search engines and AI understand the context and meaning of your content, essentially telling AI that a piece of text is a question, another is its answer, or that a list details steps in a process.

Professional services businesses should consider dedicating pages to their FAQs, top tips, how to guides and blog articles to clearly define content and enhance visibility in AI-generated search results.

Tailor for voice search

Not only will implementing a schema markup help rank in word-based search, but it can help voice-search such as Alexa find your business too. According to research, there are at least 20 million Alexa users in the United States.  With voice search becoming increasingly popular, Apple and Google are also facilitating it due to around 42 percent of young people using voice to search.

Voice search queries tend to be more conversational and longer-tailed, requiring businesses to adapt content towards this. Think natural language you would use when explaining a concept to a client and focus on longer, specific questions people would ask verbally e.g., "What are the legal requirements for setting up a limited company in the UK?". Focusing on precise, concise answers will more likely be favoured by most voice assistants.

Ready to refresh your digital strategy? Cal Partners can help

The shift towards AEO represents a significant uptake in AI use for search, affecting how professional services firms connect with clients, prospects and referrers. Embracing AEO will ensure your current content stays relevant, and your business leverages and benefits from the seismic shift to AI search.

At Cal Partners, we specialise in supporting professional services businesses navigate these complex and evolving marketing landscapes. With the second-by-second evolution of EEAT and its inextricable link with AEO, having a digital marketing agency partner with specific industry expertise has never been so important.

Whether it be assessing your current content through an AEO lens, content structure, creation or generally revamping your digital marketing strategy, our industry specific, experienced and award-winning team can help.

To explore AEO opportunities for your business, get in touch to arrange a free, no-obligation call or meeting.