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Google is evolving from a search engine into an answer engine. Your healthcare organization is no longer just optimizing for clicks; you’re working to become the answer Google displays in SERPs, knowledge panels, and AI Overviews (AIOs).
The key to staying on top of it all? Building a robust AEO strategy.
What is AEO?
Answer engine optimization (AEO) is a segment of SEO that focuses on optimizing content to directly and concisely answer search queries. The goal of AEO is to appear in the answer box or featured snippet in search engine result pages (SERPs), as well as in ChatGPT, Perplexity, or other AI-first platforms.
While content marketers have heard about featured snippets for years, your AEO strategy offers a second benefit: It helps with virtual assistants and voice search through AI-generated products.
Why is AEO important for content strategy in 2024?
Having AEO as part of your content strategy is essential as more people turn to voice search and AI-generated search. Many of the same practices that help get content featured in answer boxes will help it appear in AI-generated search results.
Businesses must create value-driven, high-quality, relevant content that emphasizes full-length answers to questions and conversational keywords. Intersperse long-tail keywords in your answers or write dedicated blog posts instead of creating FAQ pages. Long-tail keywords are more than phrases — they have lower search volumes but can be much richer in their high relevance to a very targeted audience. This strategy helps your chances of appearing in AI-driven search results, enhancing your visibility and engagement. A savvy content strategist can help with your AEO and SEO strategy.
Watch our on-demand webinar to hear more from Nikki on SEO and AI.
How can I create an AEO strategy for my healthcare organization?
The good news is that many of the steps you already take to improve SEO also benefit your AEO strategy.
Here are four tactics to work AEO into your SEO strategy:
1. Know your customers’ questions
Use digital tools and human research to learn more about common questions your customers ask. Identify questions and long-tail keywords that matter to your audience and business using tools like SEMRush or People Also Ask. Survey your audience and/or ask your call center team and providers what questions or complaints they receive the most. Investigate the top search queries on your site — these might be content gaps. Check the news to see what questions surface. Review competitors’ websites to review what content they have that you don’t and what topics seem to resonate with audiences you are competing for.
2. Develop high-quality, relevant answers
Create high-quality, relevant content to address each question you discover. Your content should be clear and direct but conversational.
The trick to effective AEO is to answer the question briefly and then go into details. The former increases the chances of landing in featured snippets or AIOs, and the latter boosts SEO and AEO rankings. Short-form or long-form answers alone won’t perform as well.
Answer your questions using formats easily understood by humans and AI, such as bullet points, tables or short paragraphs.
3. Optimize for long-tail keywords
Optimize your content for longer and more conversational queries. Think less about optimizing for individual keywords and more about optimizing your content for phrases using natural, conversational language.
The key is to use keywords to help land in the right SERPs and quality content to help drive your rankings. This is even more important with Google’s Core update in August 2024 promoting high-quality content and demoting material that’s more worried about SEO than value.
4. Maintain schema markup
Investing in structured data and schema markup is crucial for AEO. While schema markup isn’t a ranking factor for SEO, it can enhance your AEO strategy and provides a context for your content. Using schema code gives context about the category of content, from product details to top 10 lists.
Today, to optimize for search engines means optimizing for answer engines. If you need help with your AEO strategy and thinking about your web content in terms of AI-generated search, our team of content strategists can help. We also can refresh your web content to address today’s conversational, natural language people use in search.
Enhance your AEO strategy with expert guidance from WG Content
Incorporating AEO into your content strategy is essential for staying ahead in today’s AI-driven digital landscape. As search engines evolve to provide direct answers, your healthcare organization must make sure your content is visible, relevant and optimized for traditional and voice searches.
WG Content specializes in creating high-quality, answer-focused content that meets the demands of AEO. Our team of expert content strategists is here to help you refine your approach, ensuring your brand meets and exceeds the expectations of search engines and users alike. Contact us today to learn how we can elevate your content strategy and drive more meaningful engagement with your audience.
Follow-up questions about AEO and SEO strategy
