What is AEO and Why It Matters for Modern Search

What is AEO and why is it important?

Answer Engine Optimisation (also known as Generative engine optimisation or AI SEO) is the process of structuring web pages so that AI systems and LLMs (large language models) can extract clear, concise answers and attribute them to your brand. People now expect quick, direct responses when they search online. This behaviour is reflected in how Google displays instant answers, AI Overviews, and voice assistants that read responses aloud.

When your content is formatted in a way that allows these systems to easily pull and credit your answer, your brand appears first. This early visibility builds trust and keeps your business top of mind. It also drives clicks, calls, and enquiries because users have already encountered your brand when they needed help most.

Traditional SEO focuses on improving rankings to earn clicks. AEO goes further by securing the answer position itself. Here is a table comparing the two:

Recent data supports this approach. In a large-scale study of 1,700 AI citations, researchers found that pages with structured data, fresh content, and clear formatting were significantly more likely to be cited across different AI systems. 

Likewise, Ahrefs reported that over 76% of the pages cited in Google’s AI Overviews were already ranking in the top 10 organic results.

This shows that while traditional SEO still matters. Clarity and structured formatting now decide which brands earn visibility within AI-powered search results.

How does AEO work?

AEO works by helping search engines and LLMs (large language models) understand your content quickly and accurately. It does this through clear question-based headings, concise answers, third party recommendations, and structured data that connects everything together. Here is a brief list of what's typically involved:

• Use schema markup such as FAQPage, Product, or HowTo to help LLMs understand how your content is structured.
• Clearly define people, places, products, and topics so LLMs can recognise what your content is about and how it connects to your brand.
• Include author information, publication dates, and references to strengthen credibility and transparency.
• Build off-page citations on reputable directories and industry listings, especially those relevant to local New Zealand and Australian businesses, to reinforce trust and local authority.
• Encourage Google Business Profile reviews, as verified feedback improves visibility in local results and AI-powered answers.
• Reference or maintain a Wikipedia page where relevant, since it provides a strong external trust signal for LLMs and AI systems.
• Maintain clean internal linking that connects related topics and helps both users and LLMs navigate your site easily.
• Optimise for fast performance so pages load quickly and are simple for LLMs to process.
• Keep the HTML clean and well structured to ensure LLMs can accurately extract and display your information.

These signals work together to improve selection. Pages that are well structured are more likely to appear in featured snippets and AI Overviews, with attribution to your brand. 

Studies back this up. The arXiv (2024) research highlighted “Metadata & Freshness”, “Semantic HTML”, and “Structured Data” as the top factors predicting AI citation success. Search Engine Journal also found that structured data improves how generative AI engines interpret and credit answers, especially when content includes visible author profiles and recent publication dates.

What is an example of AEO?

AEO can be applied in many ways depending on your business goals and how people interact with your brand.

Example 1. Product information clarity

An appliance retailer in Australia could optimise a product page for a heat pump by including clear technical details such as energy ratings, compatibility, and installation notes. Adding Product schema, a short buying guide, and a link to specifications makes it easier for LLMs (large language models) to extract verified data and recommend the product when users search for performance comparisons.

Example 2. Local visibility and credibility

A plumbing business in New Zealand could strengthen its AEO by combining well-written service pages with trusted off-page signals. Consistent name, address, and phone details across directories, active Google Business Profile reviews, and local citations from credible sites all help LLMs verify that the business is reliable and relevant to the region it serves.

Example 3. Educational and multimedia content

A building supplier could create an installation tutorial video with an accurate transcript, clear headings, and VideoObject schema. Pairing the video with a written checklist and reference links allows LLMs to understand the process, quote instructions correctly, and recognise the brand as the original source.

What are the benefits of AEO?

AEO improves visibility, trust, and user experience. It helps your content appear at the very top of results, whether in AI Overviews, voice searches, featured snippets, or LLM (large language model) engines . 

Because AEO is still developing, early adopters have the advantage. Defining the key questions in your industry helps you shape what AI systems learn to associate with your brand. These same efforts also strengthen your traditional SEO performance, as improving clarity, internal linking, and authority benefits every ranking factor.

Benefit 1. Visibility where people look first

Your brand appears inside AI answers and rich results, not just search listings. This keeps you visible even when users don’t click through and lets you introduce your brand voice early in their decision process.

Benefit 2. Better conversion from clearer pages

Answer-first layouts make it easier for visitors to find quick answers and read on for more context. This keeps them engaged and encourages contact or purchase actions.

Benefit 3. Stronger E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), without heavy lifting

Author bios, visible dates, named sources, and well-structured pages all reinforce credibility. AEO naturally encourages these elements, which align with Google’s quality guidelines.

Benefit 4. Faster learning cycles

Analysing which questions perform best helps refine future content. You can adjust structure, linking, or focus quickly based on what drives visibility.

Benefit 5. Wider reach across assistants

A single clear answer can appear across multiple platforms. AI Overviews, featured snippets, and voice assistants which in turn multiplies your exposure from one piece of work.

Benefit 6. Lower risk than broad rewrites

AEO can be introduced gradually. You can optimise a few sections per page, measure performance, and scale what works without disrupting existing rankings.

Benefit 7. Better collaboration between content and development

Each question becomes a defined task. Writers know what to answer, and developers know what schema and linking to apply, creating smoother workflows.

How to optimise a website for AI search

Optimising for AI search means building a site that both people and LLMs (large language models) can easily understand, trust, and reference. It’s about presenting clear, verifiable information that machines can confidently quote and users can quickly act on.

AEO combines structure, clarity, and credibility so your content becomes the reliable source AI systems draw from. The following steps outline how to shape your website for AI-driven visibility and accuracy.

Map real questions and intent

Gather questions from your support inbox, sales calls, and on-site search data. Group them by intent: How to, What is, Cost and time, Risks and safety. Prioritise high-value or high-intent questions that help users make decisions or overcome purchase barriers.

Structure sections for extraction

Give each question its own section with a complete answer that can stand alone if quoted. Add context and short lists to improve readability. Keep one idea per paragraph and only use images when they clarify steps or comparisons.

Use the right schema in the right place

Apply FAQPage for multiple Q&A pairs, QAPage for a single focused question, and HowTo for step-by-step guides. Mark up organisations, people, products, and locations accurately, and include sameAs links for brand entities. Keep schema consistent across all templates.

Tighten entities so models pick the right brand

Be explicit with names, roles, and relationships. Link author bios to their content, and ensure products and services are consistently named across the site. This helps AI correctly associate your brand with the right topics.

Improve internal links with intent in mind

Use natural anchors that guide readers to deeper resources. For example, link maintenance guides to parts pages or pricing answers to calculators. Position links where they help readers take the next step.

Keep templates fast and readable

Use clean HTML, simple layouts, and lightweight pages. Optimise images and fonts, and ensure the page loads smoothly with minimal layout shifts. Many AI-powered answers are generated from mobile devices, so fast, responsive design is crucial.

Build strong off-page citations

Earn citations and mentions from credible external sources such as Wikipedia, Yelp, industry directories, and other reputable publications. These signals confirm that your brand and information are trustworthy, which helps LLMs identify your site as a reliable reference, especially for local New Zealand and Australian businesses.

Strengthen social signals

Maintain active, authentic engagement across platforms like LinkedIn, Pinterest, Facebook, Instagram, YouTube, and TikTok. LLMs can analyse public posts, captions, and even video transcripts to understand brand authority and relevance. Consistent, positive social activity reinforces credibility and helps AI systems connect your brand to real-world reputation.

Ready to stay visible as AI changes search?

AI is already reshaping how people find local businesses. When someone in Australia or New Zealand asks their phone for the best provider, the answer often comes from brands that LLMs (large language models) already recognise and trust. The businesses appearing first are not always the biggest. They are the ones whose content is clear, verifiable, and supported by genuine customer signals.

If your competitors are being cited in AI results while you are not, now is the time to act. AEO helps ensure that when people search for products or services like yours, your business is the one AI recommends with confidence.

Start building visibility, credibility, and trust in AI-powered search today.
Explore AEO Services