The goal is no longer just to “rank” but to be selected, cited, and spoken back by answer engines. This guide shows how to structure, mark up, and maintain content so it becomes the best possible source for AI-driven answers.
Why it matters
Answer engines don’t evaluate whole pages the way traditional search does. They extract self-contained snippets that directly answer a user’s question. A clear, conversational Q&A format makes your content easy to quote.
How to do it
Headings as questions – phrase them exactly as a user would ask.
Answer first (40–60 words) – give a concise, standalone response at the top of each section.
Then add depth – expand with lists, steps, comparisons, or short paragraphs (2–3 sentences).
Dedicated FAQ sections – capture related queries that AI and voice assistants often use.
Example structure for a pillar page
H1: Core topic phrased naturally.
Short intro (2–3 sentences).
Question blocks: Question → 40–60 word answer → details.
Mini How-To steps (with schema).
FAQ section (3–6 questions).
“Last updated” date and author information.
Essential schema types
FAQPage – for grouped Q&As.
HowTo – for step-by-step guides.
Article – to provide context.
Organization/Person – to establish authority and credibility.
Technical best practices
Keep all answers in accessible HTML (not hidden in images or PDFs).
Validate schema with Google’s Rich Results Test.
Use descriptive alt text, captions, and transcripts for images and videos.
Optimise for mobile performance and page speed.
Tip for voice search
Write with natural speech patterns. Use short sentences, avoid jargon, and keep snippets at 20–30 words for clear voice delivery.
Answer + Context + Action
Answer – start with a direct 40–60 word response.
Context – add definitions, boundaries, common mistakes, or related terms.
Action – give steps, checklists, or comparisons to help users apply the answer.
Content techniques that work
Cluster related questions into a single pillar page with internal links.
Use tables for comparisons and lists for instructions.
Add unique insights or original data to stand out from competitors.
Predict follow-up questions and cover them upfront to reduce the need for further searching.
Trust signals that answer engines favour
Author bios – show credentials and experience relevant to the topic.
Citations – link to recent, verifiable data and studies.
Clarity – consistent terminology, neutral tone, and error-free writing.
Staying current
Add a clear “last updated” timestamp.
Refresh content, stats, and screenshots every 6–12 months.
Track which answers are getting cited and strengthen those snippets.
Remove or replace outdated examples to avoid conflicting information.
Research questions – from People Also Ask, site search logs, sales/support queries, and forums.
Rewrite into extractable blocks – Q → concise answer → supporting detail.
Add and validate schema – FAQPage, HowTo, Article.
Differentiate with context – include comparisons, case insights, and step-by-step clarity.
Publish, monitor, iterate – track answer box appearances, AI citations, and voice assistant mentions.
Don’t just track rankings—measure visibility in answer-driven search.
Snippet visibility – how often your content appears in featured snippets or AI summaries.
Voice search footprint – frequency of answers read aloud by assistants.
Engagement – time on page, scroll depth, or conversions from answer-driven visitors.
Content health – how recently high-performing pages were updated.
Burying the main answer deep in the text.
Publishing walls of text with no extractable snippets.
Adding schema markup without real content to support it.
Leaving outdated stats and examples unrefreshed.
Using overly complex, technical, or long-winded sentences.
Add 3–6 FAQs to your top service pages.
Rewrite one high-value article into Q → 50-word answer → details blocks.
Implement FAQPage and HowTo schema.
Add a last updated date and refresh at least one statistic.
Link related Q&A sections into a question cluster with internal links.
Q: What kind of answers do answer engines prefer?
A: Clear, standalone snippets of 40–60 words that resolve a question fully, with supporting details like lists or tables below.
Q: Is SEO still relevant if AEO is the focus?
A: Yes. Technical SEO, crawlability, site speed, and on-page structure remain the foundation. AEO builds on SEO by making answers extractable and voice-friendly.
Q: How often should I update AEO content?
A: Review and refresh high-priority pages every 6–12 months, updating data, screenshots, and schema markup as needed.
Q: Which schema types give the quickest results?
A: Start with FAQPage for service or product pages, and HowTo for step-based guides. Ensure the answers are short, clear, and visible on the page.
Write in a conversational Q&A style, lead with concise answers, and back them with detail. Use schema markup (FAQ, HowTo), show credibility, and keep content fresh to maximise visibility in AI-driven answer engines.