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Answer engine optimization

Answer engine optimization that makes your page the answer Google shows

Many searches now end on the results page: a featured snippet, a People Also Ask box, a spoken answer. AEO makes your page the one quoted there, with your name on it.

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Why this option

When it's the right call.

A lot of searches are questions: how much does it cost, how long does it take, what is the difference between X and Y. Google increasingly answers them on the results page, by quoting one page in a featured snippet or a People Also Ask box, and voice assistants read that same answer aloud. The page that gets quoted wins the visibility and the credibility, and the pages below it often get nothing. AEO is the work of being the page that gets quoted. It finds the questions your customers ask, then structures your content so it holds the clearest, most quotable answer to each one.

  • Competitors own the snippets and question boxes for questions you answer better
  • Your pages rank on page one but never get quoted at the top
  • You want visibility on the questions that come before a buying decision
Who it's for

A good fit if…

  • Service businesses whose customers ask the same questions before every enquiry
  • Sites with solid content that ranks but rarely wins the top answer
  • E-commerce stores fielding the same product and sizing questions repeatedly
  • Businesses that want visibility in voice search and smart-speaker answers
Probably not, if

Maybe look elsewhere if…

  • You need customers to find you on a map. Local SEO is the faster route for that
  • Your pages do not rank on page one yet. AEO works best on pages already in contention
  • Your buyers rarely search with questions and go straight to brand or product names
What you get

What's included.

  • Question research from People Also Ask, related searches, forums and your own sales and support questions
  • A map of which snippets and question boxes you own, which competitors own, and which nobody owns well
  • Question-led headings with a direct, self-contained answer directly underneath
  • Lists, steps and tables where the question calls for them, the formats snippets tend to quote
  • Structured data for your organisation, articles, products and FAQs, so search engines read the page correctly
  • New answer content for the high-value questions you have no page for yet
  • Monthly tracking of snippet and People Also Ask ownership for the target questions
Under the hood

How we actually build it.

The detail that separates a page that ranks and converts from one that just exists.

Finding the questions that lead to a sale

Not every question is worth owning. "What is SEO" brings in students; "how much does SEO cost for a small business" brings in buyers. We start from the questions closest to a decision: price, timing, comparisons, suitability, objections. We collect them from People Also Ask boxes, related searches and the forums where your customers talk.

The best source is usually your own inbox. The questions customers ask before they hire you are the questions other customers are typing into Google, and almost nobody writes them down. We ask you for them, then check search demand for each one, so the plan is built from real buying questions rather than a keyword tool's guesses.

How a page becomes the answer

The pages that get quoted share a shape. The question appears as a heading, in roughly the words people use. The answer sits immediately underneath, complete in a sentence or two, so it still makes sense when lifted out of the page. The detail, the caveats and the examples come after. For "how to" questions that means numbered steps; for comparisons, a table; for "what are the types of", a list.

We restructure your existing pages to that shape before writing anything new. It is the cheapest win available, because the page already ranks and already has authority; it just was not written to be quoted. It also reads better for people skimming on a phone, which is most of them.

Structured data, used honestly

Schema markup tells a search engine what each part of a page is: this is the organisation, this is a product with this price, this is a question and its answer. It does not force a rich result, and Google has narrowed some of them. FAQ rich results, for example, are now shown mainly for authoritative government and health sites.

We still add FAQ and other markup where it is accurate, because it helps search engines and AI systems interpret the page, not for a dropdown Google may no longer show. We validate every type we add and keep it in step with the visible content, since markup that says something the page does not is a fast way to lose trust. It is the same discipline as our technical SEO work.

Voice and AI answers come from the same place

When someone asks a voice assistant a question, it typically reads out the same kind of short, quotable answer a featured snippet uses. AI Overviews lean on similar passages. So a page structured to win the snippet is also in the best position for voice and AI-generated answers, without separate work for each.

Where your goal is being recommended by name across AI assistants, rather than quoted for one question, the work broadens into brand footprint and third-party sources. That is generative engine optimization, and the two programmes share the same research when you run both.

Switching over

Migrating from something else?

Blog posts that rank but never win the top answer An FAQ page nobody reads Service pages written as brochures

Most AEO work is a rewrite of what you already have. An FAQ page buried in the footer often holds the best answers on the site, written in a format nothing quotes. Blog posts rank on page one with the answer hidden in paragraph six. Service pages describe you instead of answering the questions buyers bring. We keep the URLs and the authority those pages have built, restructure the content around the questions, and add internal links so each answer page supports the service page it belongs to.

Avoid these

Common mistakes we don't make.

  • Burying the answer under three paragraphs of introduction
  • Writing answers that only make sense if you have read the rest of the page
  • One giant FAQ page covering everything, instead of answers on the pages where each question belongs
  • Chasing high-volume informational questions that never lead to a customer
  • Adding FAQ markup that does not match the visible text on the page
  • Expecting a snippet for a page that is not yet ranking on page one
Pricing

What it costs.

Fixed and itemised. Remove anything you don't need, add anything you do.

Question audit

From $300

The questions worth owning, and how to win them.

  • Buying-question research
  • Snippet and PAA ownership map
  • Page-by-page answer gaps
  • Prioritised plan
Get a quote
Recommended

Answer content

From $600/mo

Monthly work on owning the answers.

  • Existing pages restructured
  • New answer content each month
  • Structured data added and validated
  • Snippet and PAA tracking
  • Monthly report
Get a quote

AEO + GEO

From $1,200/mo

Answers on Google and in AI assistants.

  • Answer content programme
  • GEO programme included
  • Shared question research
  • One combined report
Get a quote

Add-ons

  • Extra answer pageFrom $90
  • Structured data for a new content typeFrom $150
  • Sales-question workshopFrom $120
Straight talk

When we'd point you elsewhere.

We'd rather lose the sale than sell you the wrong thing.

  • If you want to be recommended by name when people ask AI assistants who to hire, rather than quoted for single questions, start with GEO.

    AI search optimization (GEO)

  • If your pages are not ranking on page one yet, the content and on-page work has to come first.

    Content & on-page SEO

  • If you are not sure where you stand, a full SEO audit covers answer opportunities alongside technical and content issues.

    SEO audit

Often paired with

What people usually add to this.

These are the pieces that most often go alongside answer engine optimization (AEO), and the ones we'd raise on a call.

AI search optimization (GEO)

Get cited in ChatGPT, Perplexity and AI Overviews.

See how GEO works

Content & on-page SEO

Content that targets buying intent.

Plan your content

Technical SEO

Fix crawlability, speed and structure.

See what we'd fix
All SEO services Pricing across all services How a project runs
Questions

Before you get in touch.

What is answer engine optimization (AEO)?

AEO is the work of structuring your content so search engines and assistants quote it as the direct answer to a question, in featured snippets, People Also Ask boxes and voice results. It means finding the questions customers ask and putting a clear, self-contained answer to each one where it can be lifted out.

What is the difference between AEO and GEO?

AEO focuses on being quoted as the answer to a specific question, usually on Google's results page or by a voice assistant. GEO focuses on being named and cited when AI assistants like ChatGPT compose their own answers from many sources. They share research, and many businesses run both.

Do featured snippets still matter with AI Overviews?

Yes. AI Overviews draw on passages from pages that are already clear, well-structured answers, which is exactly what AEO produces. Pages that win snippets are generally well placed to be cited in AI Overviews too.

Will FAQ schema give me rich results?

For most sites, not any more. Google now shows FAQ rich results mainly for authoritative government and health sites. We still add accurate FAQ markup because it helps search engines understand the page, but we will not sell it to you as a way to get the dropdown.

How long does AEO take?

Restructuring a page that already ranks can win a snippet within weeks of it being re-crawled. New answer pages take longer, because they have to rank first. We prioritise pages already on page one so the early results come from them.

Can I keep my existing URLs?

Yes, and you should. Most AEO work restructures content on the pages you already have, keeping their URLs and the authority they have built.

More general questions about working with us are answered on the FAQ page, or just ask us directly.

Thinking about answer engine optimization (AEO)?

Send us your site or your idea. We'll tell you honestly whether this is the right approach, what it would take, and roughly what it would cost. No pitch deck, no pressure.

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