Not only are Internet users' behaviors changing, but with the arrival of Google SGE (Search Generative Experience), the world of natural referencing and SEO is about to experience a major upheaval. From now on, our entire way of interacting with search engines is likely to be transformed, to the point of requiring a new approach for content : AEO, or answer engine optimization. Explanations.
In this photo, a person dictates a message to their voice assistant.
What is AEO?
AEO is based on a simple observation: users of Google and other search engines are increasingly fond of fast and precise answers when they make a query. Gone are the days when they had to search through a multitude of pages to find what they were looking for! Today, Google wants to become a real answer engine, capable of directly providing the desired information , without having to click on an external link.
This is particularly why Google uses “featured snippets,” or, in French, the inserts displayed in position zero . These optimized extracts appear in first position on the results page (SERP) and immediately line database respond to user queries. Whether you are wondering about the date of the Revolution or the movie times in your city’s cinema, Google now gives you the answer on a plate, directly from its results page. Pretty handy, right?
In this screenshot, an example of a featured snippet on Google.Example of a featured snippet on Google
AEO therefore consists of adapting to these new practices by modifying your natural referencing habits. This is an even more important point given the rise of voice search , content optimization must evolve to adapt to new user expectations. Clear, precise and structured information is now necessary to be easily interpreted by search engines. Your goal? Show Google that you provide the best possible answer to a query.
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What is the difference between AEO and SEO?
Although semantically close, the acronyms AEO and SEO evoke nuances that must be well understood.
SEO: the basis of your online presence
For its part, SEO, or Search Engine Optimization, is the pillar of natural referencing on which the visibility strategy of any company is based. This approach aims to optimize the content of your website for search engines such as Google. The goal is of course to position yourself as high as possible in the search results, on pages linked to specific user queries.
In practice, you must therefore work on the quality of your content, the architecture of your site, your tags , your relevant keywords , and a multitude of other technical and semantic aspects. Concretely, SEO is a long-distance race, which requires constant adaptation to the algorithms of search engines, themselves always evolving.
AEO: a step towards the future of research
As for AEO, as we have seen previously, it is a strategy that focuses on a new era of search : voice search. With the massive use of voice assistants, the goal is no longer just to position yourself at the top of search results, but to become THE answer that these assistants offer to users' queries.
Here, the optimization of your content is done with the aim of responding concisely and precisely to the questions that Internet users ask. In this logic, AEO requires an excellent understanding of queries formulated in a natural and oral manner , as well as a good ability to structure information so that it is easily "digested" by algorithms and artificial intelligence.
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How to implement an AEO strategy?
At this point, you have probably understood the interest of AEO. But how to put it into practice? What are the good reflexes to adopt right now to meet Google's new expectations?
Understand the audience's questions well
To build an effective AEO strategy, you need to start by understanding your audience’s questions. Dive into the intent behind each search. What do users really want to know? If someone asks for advice on how to change an oil, they’re probably looking for a comprehensive tutorial, not a comparison of the best oil changes on the market. So your content should be tailored to their specific needs, providing clear, short, and direct answers.
Properly structure and optimize your content
But be careful, because for your AEO strategy, you also need to structure and optimize your content. For Google to easily digest it , and link it to specific search intentions, you need to ensure:
To have HTML 5 semantics , with the appropriate tags (header, nav, main, article, footer, etc.);
To integrate structured data , or rich snippets , which enrich your web pages with very precise information (for example, if you have a cooking blog, you can indicate cooking times, number of calories, etc.);
To exploit “ People Also Ask ” (PAA), namely questions related to a query that appear near the first results of Google and which can propel your pages to position zero.
In this screenshot, an example of the (People-Also-Ask) section.Example of a “People Also Ask” section
Optimizing Content for Voice Search
No matter what, for a good AEO strategy, think conversational. Never forget that people express themselves differently when speaking ! They use longer sentences and more natural expressions. So you need to integrate this approach into your content, which means changing the way you write and express yourself. Try to imagine how your audience might formulate a question out loud, and adjust your titles and subtitles accordingly.
Be credible and have a good e-reputation
Another important point, an AEO strategy requires having a good e-reputation and being credible in the eyes of Google. However, for this, it is not enough to simply be present. Beyond the quality of your content, which must always be impeccable (no spelling mistakes, assumed expertise, etc.), other criteria play a major role. Here is a checklist of the elements to prioritize.
Don't neglect the fundamentals of SEO, namely backlinks and the authority of your domain name . The more sites that link to your content, the more Google will trust you;
Make sure you are mentioned regularly , because contrary to popular belief, Google does not only scan the links that point to your website. It also evaluates the number of times your brand/company is mentioned online (social networks, forums, Wikipedia, etc.);
Have positive reviews and ratings , because these recommendations are your best assets. Not only do they improve your e-reputation, but they also strengthen your authority in the eyes of Google. Encourage your satisfied customers to leave positive reviews on major online platforms.
Be listed on trusted sources
Getting mentioned on trusted sources is the cherry on top. WikiData, Crunchbase, government sites, professional associations, etc., all known references are likely to give you more credibility. Additionally, you can add yourself to some platforms, like Wikidata or Crunchbase.
