Let’s accept it. People now want short and crisp answers. Nobody seems interested in browsing through endless websites with long-winded explanations. Search engines are also getting smarter to improve the user experience— be it Google features snippets, voice search results, AI-powered chatbots, etc.
So, how do you get updated with these changes? How can you optimize your content for answer engines instead of just search engines? Let’s check it out.
5 Simple Steps For Answer Engine Optimization
Answer Engine Optimization (AEO) is the process of refining your content to directly answer user queries in the most effective way possible. Check out five steps for that:
1. Implement Structured Data Markup
Structured data is the language that search engines use to understand your content. You can add schema markups, such as how-to or FAQ schema, to give search engines a pathway to your content. That makes it easier for them to pull your information into featured snippets. Here’s how to do it:
- Use tools such as Google’s Structured Data Markup Helper to generate the correct code.
- Test your markup using Google’s Rich Results Test to make sure it’s error-free.
Never stop at FAQs. Try out voice search optimization also, as voice assistants like Alexa or Google Assistant are getting more popular. Let’s get deeper into that.
2. Optimize For Voice Searches
27% of the online population use voice searches. And the figure is expected to rise faster in the coming years. So, coping with it is required to survive in the online ecosystem in the long run.
Many voice search users expect an easy-to-read straight answer usually presented through the feature snippet that features on the Position Zero Result. Featuring over there isn’t that tough as you might think since most businesses still don’t know the value of voice search optimization.
First of all, keep your content short and conversational. Add as many question-based keywords as possible starting with ‘who’, ’what’, ‘where’, ‘how’, ‘why’, etc. You can use tools like AnswerThePublic to find common questions people ask about your topic and create content around them. Focus more on local keywords as users are more likely to search locality-relevant queries through voice searches.
3. People Also Ask (PAA) Optimization
The People Also Ask (PAA) section shows the follow-up questions users ask after their initial query. It is pure gold for AEO. You can use it to understand what exactly your audience wants to know. Have a look at some tips to dominate PAA:
- Research PAA questions related to your topic through manual searches. You can also seek the help of tools like Ahrefs, SEMrush, etc.
- Create content that directly answers these questions in a conversational tone. You must prepare the answers to the point without much fluff.
- Make use of heading tags H2 and H3 to categorize your answer effectively. This would make it easily crawlable for search engines.
Let’s consider an example. Assume that you are writing a blog about the ‘best running shoes’. Include sections like “What are the most comfortable running shoes?” or “How to choose running shoes for flat feet?”, in the blog.
4. Create an Answer Network
Most sites attempt to rank one page for one question. However, answer engines connect information across multiple pages. If your website has such an answer network, then Google will recognize your website as a more trustworthy source. That improves the search engine rankings of your website.
For that, you need to have answer-based content that connects with the main user queries. Avoid links to your homepage or your service pages. Instead, consider linking similar blogs or resources within it.
Similarly, you must make use of thematic clusters. For instance, if your top topic is “AEO for Businesses,” then create subtopics such as AEO for small businesses, AEO for e-commerce, AEO for local searches, etc. Just categorize your responses across various headings. Search engines just love websites that let users browse through connected answers.
5. Focus on Zero-Click Engagement
Google is moving into zero-clicks, where it gives the direct answer to users without taking them to a site. Even though this doesn’t sound good, it’s an opportunity. Check out some tips to create zero-click content:
- Target to list your content at the features snippets— boxes at the top of search results that provide quick answers. You need to have clear and structured answers (50-60 words) that are self-standing. Try to arrange them as bullet points. Give a complete answer, assuming that users won’t click through.
- Even though users won’t click, your brand should get stuck in their heads. So add a special phrase with sufficient branding. Thus, users will remember your website and even come back.Â
- Use tables or infographics to present data in a way that’s easy for search engines to pull.
Conclusion
Answer Engine Optimization (AEO) is all about understanding what users research and making sure your brand is the answer they find first. It requires sufficient data research with a detailed execution plan. That’s exactly where you need the help of a professional marketing company.
At Growth Vive, we follow a data-driven approach to make your website the most trusted source of answers. We have a dedicated team that can stay ahead with the search algorithm updates and complex competitor strategies. Book a consultation now!