At the desk
- Ben Foster
- Phil Gregory
- Chris Burdick
- Ajay Prasad
- Alexander Hill
- Sanjit Sarker
- Alec Loeb
- Hassan Khan
- James Reynolds
- Ram Thakur
- Callum Gracie
- Uttam Mogilicherla
The Ultimate Resource for Chief Marketing OfficersSeptember 20, 2026
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Asked and answered
Search engines and AI are changing how content needs to be optimized for maximum visibility. This article presents twelve practical approaches to answer engine optimization, backed by insights from leading SEO professionals and content strategists. Discover how structured content, schema markup, and question-focused strategies can significantly improve both visibility in AI-powered search and traditional SEO performance.
At the desk
My suggestion is to flip the script and see how you are currently performing for REAL searches that are already happening in AI engines.
Firstly, you should set up the query below as a regex filter in Google Search Console. This will display long-tail conversational queries that are being used in AI tools.
Then paste these queries into ChatGPT (non logged in) and see what it says. By doing this we were able to see how our site was currently postitioned and create more content to address gaps, misinformation, and misunderstandings. This in turn increased our presence in AI tools but the content was also fantastic for organic search.
The regex query was too long to provide in the word count, it is available in this doc: https://docs.google.com/document/d/1sSL4JjOQuUnMwEfF5PnQ59SsKMZzaflVY82-GmltQbQ/edit?tab=t.0
Almost everyone is trying to use AI now, and that's led to a wave of poor-quality content often referred to as "AI slop". It's the kind of content that's vague, padded, and offers little real value to the reader. But when AI is guided by detailed prompts and backed by a clear content strategy, it can be used to create informative, user-focused articles that actually help people.
One approach that worked well for us was building content specifically designed for Featured Snippets and Google's AI Overviews. We focused on answering the main question right at the top of the page in a short, helpful sentence, followed by a more detailed explanation. For a client in the home organisation space, we reworked a blog post titled "How to Start Decluttering When Overwhelmed". We restructured it to start with a clear, direct answer, added subheadings framed as real search questions, and included internal links to key service pages.
The results were clear. The post began showing up as a Featured Snippet and was later pulled into the AI Overview. In just 30 days, impressions increased by 117 per cent, clicks went up by 52 per cent, and the client saw a noticeable rise in leads through the contact form.
Good Answer Engine Optimisation comes down to understanding the user's question, giving them a straight answer quickly, and supporting it with clear, well-structured content. That's what makes a difference.
Chris BurdickSenior SEO Consultant & Co-Founder · CartImpactWe found significant improvement in our content visibility by shifting our strategy to focus on creating middle and bottom-of-funnel content that AI systems cannot easily summarize. Our approach prioritizes comparative, action-oriented pieces that encourage user click-throughs rather than content that might be completely answered by AI overviews. While tracking the impact, we've monitored organic traffic patterns specifically for these deeper content pieces compared to our previous top-of-funnel approach, which has allowed us to maintain stronger user engagement metrics despite the growing prevalence of AI-generated results.
Ajay PrasadFounder & President · GMR Web TeamOne approach that significantly improved our content's visibility was optimizing for Answer Engine Optimization (AEO) by structuring content around clear, specific questions our audience actually asks. We made sure each answer was concise, accurate, and trustworthy, while providing deeper explanations, examples, and supporting data below. By focusing on experience, expertise, authority, and trustworthiness, we reinforced the authenticity of our content, which is critical for search engines and readers alike. To measure impact, we tracked featured snippet impressions, click-through rates, and increases in organic traffic, as well as engagement on pages with rich, authoritative answers. Over time, this approach boosted our visibility, built credibility with our audience, and strengthened overall SEO performance.
Alexander HillDirector · AH Web SEOOne approach that's worked particularly well is building structured Q&A hubs with schema markup around core topics. Instead of scattering answers across multiple blogs, I centralised the most searched-for questions into dedicated hub pages, each marked up with FAQ and HowTo schema. That gave search engines and answer engines a clear, structured source of truth to cite.
The impact showed up in two ways: first, I tracked a rise in featured snippets and AI Overview mentions for branded and non-branded queries. Second, I measured assisted conversions in analytics—organic sessions that started from those hubs were more likely to progress deeper into the site and complete a goal. It wasn't just about visibility; it positioned the brand as the "default answer," which compounds authority across both traditional SEO and emerging generative engines.
Sanjit SarkerSEO Head · SEO Agency BostonOne AEO approach that moved the needle: I turned vital sites into "answer systems," favoring LLM
content and answer boxes while serving humans and spiders. The system had three layers:
1. Question Graph to Intent Coverage: Search Console long-tails, site search logs, support
emails, and Reddit and Quora conversations provided queries. I grouped them by
purpose—definition, how-to, comparison, troubleshooting—and created a page layout.
Every high-value page became an "Answer Hub" with sub-sections for each objective.
2. Atomic Answer Blocks: Each segment starts with a simple 45-70-word answer with numbers
and a position. A deeper investigation includes steps, edge cases, images, and pertinent
internal linkages. To help models extract clear portions, I used question-style H2/H3
headers, a brief "verdict" paragraph, a short 3-5-step mini-procedure, and a simplified
inferred comparison table.
3. Entity-Rich Markup & Retrieval Formatting: I added FAQ Page/HowTo where appropriate,
About/Mentions for important entities, a full Organization/Person schema (author E-E-A-T
signals, sameAs), and consistent IDs for each Q/A to preserve response stability across
revisions. A concise first phrase, specific nouns, and consistent language aid passage
retrieval. We created internal jump links for each query and hub cross-linking.
How I measured the impact (beyond rankings):
- Answer Surface Share: Tracking Google, Bing, Copilot, and Perplexity inquiries that yielded
Featured Snippets, People Also Ask sections, and AI-generated summaries.
- GSC Answer KPIs: Insights on impressions and click-through rates for inquiry-based
searches; an increase in the "discoverable" long-tail keywords per hub.
- Zero-Click Value: Engagement through phone calls, directional clicks, and the initiation of
lead forms linked to response pages (persistent calls to action and server-side event
monitoring).
- Engagement Quality: Examine the scroll depth to the atomic block, engage with tables, and
assess the time to the first meaningful answer.
- Revenue Lift: Conversions facilitated by answer hubs compared to traditional posts.
Results: In 90 days, we saw a threefold increase in PAA coverage, regular citations in AI-generated
responses for key inquiries, a 28-45% increase in organic leads across the hubs (depending on the
industry), and a significantly improved CTR on long-tail keywords, even with zero-click answers,
Thanks to our atomic block that aligned with and expanded on the summary.
One of the most effective steps we took was optimizing content to directly address the exact questions people type into search, especially around safe and convenient ways to recycle or sell their devices. Instead of focusing only on high-volume phrases, we built resources that gave clear, trustworthy answers to queries like "how do I recycle my phone for cash near me." That shift aligned our content with real consumer intent and positioned us as the direct answer in search results.
We measured success by tracking how often our pages earned answer box placements and monitoring downstream actions like kiosk locator usage and device quote requests. The lift we saw in qualified traffic and the higher percentage of visitors moving into those next steps told us the strategy was working. It wasn't just about visibility, it translated into more people choosing a sustainable path for their used devices.
Hassan KhanCEO and Founder · TechvandoOne approach that significantly improved our content's visibility in AI-driven results was structuring articles to directly answer clusters of related questions, using clear headings, concise answers, and schema markup for FAQs. For a client in the custom clothing niche, we optimized product guides and how-to content with targeted, intent-driven queries, which allowed our content to appear in AI Overviews and featured snippets. We measured impact through increased impressions and clicks in Google Search Console, noting a 25% uplift in organic traffic and higher engagement on pages included in AI-generated responses. The key was aligning content structure with user intent while ensuring Google and AI systems could easily parse and surface the answers.
James ReynoldsCEO · SEO SherpaWe have a custom approach that has significantly improved our content's visibility, using our colleague Mert Azizoglu's ( query fan out tool - https://chatgpt.com/g/g-683d56ab031c8191a91b7dc9e103e9f9-ai-overviews-ai-mode-topic-finder ) and another extension called ChatGPT path.
Our AI Search Approach: We use multiple tools together with our query fan out method. ChatGPT Path helps us see what content works best in ChatGPT and why.
Our Lead AI SEO Mert built a custom tool called AI Overviews & AI-Mode Topic Finder that helps us create content ideas and optimize for AI search engines like Google's AI Overviews.
Scaling Content Ideas: Mert's tool automatically creates lots of related questions and topic variations that trigger AI search results. Instead of brainstorming content ideas manually, we can quickly expand our content to cover all the search patterns that make AI engines respond.
Covering All AI Platforms: We don't just focus on one AI search engine. ChatGPT Path shows us what works in ChatGPT, while Mert's tool helps us optimize for Google's AI Overviews which has gained major popularity since it's launch and will continue to grow etc.
Learning What Works: ChatGPT Path lets us see exactly what types of content and structure get cited most in ChatGPT answers. We then use those insights with our query fan out approach.
Mert's tool finds related topics we should cover, helping us create content that answers everything users might ask about a topic.
How We Use Everything Together: We combine these tools in a cycle: Mert's tool gives us content ideas for AI search optimization, we create content using query fan out, and ChatGPT Path shows us what's actually working.
Rewriting FAQ Sections to Match How People Actually Ask Questions
One AEO tactic that significantly improved our content visibility was rewriting FAQ sections to mirror real, conversational queries—especially those triggered by voice search and AI-powered answer engines like ChatGPT, Bing AI, and Google's SGE.
Instead of using generic headers like "Benefits of Invisalign" or "Tooth Extraction Recovery," we restructured them into full, natural-language questions like:
"How long does it take to recover from a tooth extraction?"
"Is Invisalign painful during the first week?"
"What foods should I avoid after dental surgery?"
We pulled these directly from:
- Google Search Console (filtered by long-tail queries)
- Google's People Also Ask boxes
- Our own call center and live chat transcripts
Each question became a dedicated FAQ block with a clear, concise answer in the first sentence, followed by a bit more detail. We also wrapped these in FAQPage schema markup, ensuring they were machine-readable.
How we measured the impact:
- Our impressions and clicks for long-tail queries increased in GSC (especially mobile and voice-driven queries)
- Our content began appearing in "People Also Ask" sections
- On some pages, featured snippet capture improved without changing the overall page rank
- We also tracked increased visibility in AI-generated summaries via tools simulating Bing Chat and Google's Search Generative Experience
AEO isn't just about being accurate—it's about being immediately useful. If your content can answer a question better than an AI or voice assistant can, you're not just optimizing for SEO—you're becoming the default source for real user queries.
Callum GracieFounder · Otto MediaOne effective way we optimize for Answer Engine Optimization is by using Surfer SEO. It helps us find the exact questions people ask and the content structure that grabs attention. Surfer's SERP analysis shows us what search engines reward in answer boxes, so we can tailor headings and concise responses to match. The results are clear: more featured snippets, better visibility in AI results, and a boost in organic clicks. Plus, this happens without adding more words. Surfer essentially takes the guesswork out of structuring content for AEO.
One approach that significantly improved our content visibility was focusing on Answer Engine Optimization through intent-based content. We structured blogs and landing pages around real user questions, used FAQ and How-To schema, and added concise, conversational summaries at the top of each article. This helped our content rank in featured snippets and voice search results. We measured success through Google Search Console by tracking increases in impressions, click-through rate, and featured snippet positions. Within 90 days, we saw a 35% increase in organic visibility and a notable boost in traffic quality from long-tail, question-based queries.
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