Answer Engine Optimisation

The four primary formats are Google’s featured snippets (the answer box above search results), People Also Ask boxes, knowledge panels, and voice responses from Google Assistant, Siri, and Alexa. Not all searches show all four formats; some have only a snippet or a People Also Ask entry. Your first step should be to identify which formats appear for your key questions before creating content aimed at them.

You can’t submit content to get a featured snippet. Google’s algorithm decides what to display, so your role is to make it easy for Google to find the answer. Start by giving the exact answer in your first sentence and use the format Google prefers for this query, such as a short paragraph, ordered list, or table. Your HTML and schema should clearly show what response you are providing.

Sometimes a featured snippet gives direct answers to simple questions on the search page while placing your brand and link above competitors, even if you’re not on the first page. People still click through for more information when the answer is more than a simple fact. You may lose a few clicks on straightforward questions, but you can gain a unique position no one else has.

Don’t include FAQ or HowTo schema unless your content matches that format. Use FAQ schema for genuine questions and answers and HowTo markup for true methodical guides. Using schema on unsuitable pages can be seen by Google as manipulative and offers no benefit. Schema should always describe what is already on the page, not make content appear different.

Voice assistants tend to use the same featured snippets and structured answers that AEO focuses on. There is generally no separate optimisation method specifically for voice. Once your brand wins the answer box on screen, it will likely be read aloud as well.

Rankings and traffic figures don’t tell the full story. We record which answer slots you hold for main questions, how long you keep them, and when a competitor takes over. We also consider branded search and direct traffic as visibility indicators that do not appear as regular sessions.

A competitor can easily take back an answer slot. Answer boxes and snippets often change when new content is added or algorithms update, so no one holds them indefinitely. This is why AEO requires continuous monitoring, like any ranking you want to maintain.

AEO focuses on securing the structured answer formats search engines have used for years, such as snippets, People Also Ask, voice answers and knowledge panels. GEO, on the other hand, involves getting mentioned in the answers which generative engines like ChatGPT or Perplexity produce independently. Because these approaches differ and require different types of content, we treat AEO and GEO as separate fields rather than combining them into a single service.