Answer Engine Optimisation (AEO)
Our audiences are increasingly using Answer Engines [such as Google AI Overviews, ChatGPT or Gemini] fo find content. They ask these engines questions and expect clear, authoritative answers. We should create content in t4 that will encourage the Answer Engines to index/cite that content and treat it as a trusted source.
Create structured content for AEO
Much of the advice is unchanged from our good practice Writing for the web guidelines. We should use headings, paragraphs and bullet points to chunk up the page. The page will then be easily scannable for both humans and machines.
We should still use declarative headings for action sections, lists and conclusions. In addition, we should include some headings that are question-like ie. that reflect the questions being asked by our audiences.
Remove duplication and minimise confusion
If we publish two versions of the same content, the AE will not return the one in our favour eg. it will not pick the most recent. Usually, it will notice an inconsistency on our web site and move on to return citations from elsewhere.
Keep content current. Outdated pages lose ground to competitors who have published more recently.
Clear the clutter
Replace vague or generic language with specific explicit statements.
For example, on a programme page. Replace this version that contains nothing citable for an AE. Nor does it reflect a question likely to asked by a prosect.
Our School of Bionics offers a world-class postgraduate learning environment with a commitment to academic excellence, research intensity and industry engagement across multiple disciplines.
with this:
The MSc Bionics is a two-year postgraduate programme open to home and international students with an undergraduate degree in engineering, computer science, or a related field. The programme includes 12 weeks of industry placement.
This version has citable content that will answer likely questions around programme duaration and entry requirements.
We are over 4 times more likely to be cited for text that is self contained. Meaning that if someone reads just that paragraph, stripped of all the surrounding context. Then they would have a clear and complete answer to a specific question.