I’ve been doing SEO since 2006. Back then, ranking on Google was about getting your keywords in the right spots and grabbing some backlinks.
Fast forward to 2025, and we’re optimising for algorithms that read, summarise, and answer. Not just index. That shift is what we now call Answer Engine Optimisation (AEO).
What is AEO?
AEO stands for Answer Engine Optimisation. It’s the process of structuring your content in a way that allows Google, Bing AI, ChatGPT, and even Siri to extract clear, helpful answers from your website.
In traditional SEO, you aim for a blue link. In AEO, you aim to be the answer itself, whether in a featured snippet, voice response, or AI overview box.
As someone who helps Melbourne businesses rank locally, I’ve seen the shift firsthand. Clients who used to get 40% of traffic from organic clicks are now seeing zero-click interactions rise. Your content doesn’t just need to rank; it needs to resolve the user’s intent instantly. AEO makes that possible.
Why is Answer Engine Optimisation important right now?
Answer Engine Optimisation (AEO) is important right now because search engines and AI tools like Google AI Overviews, ChatGPT, and Siri are prioritising direct, structured answers over traditional blue links. Businesses that don’t optimise for machine-readable content risk losing visibility in zero-click and voice-driven searches.
AEO isn’t just a buzzword. It’s a direct response to how people interact with search in 2025:
- Google’s AI Overview now shows AI-generated summaries before organic results.
- Apple is reducing dependence on traditional search by serving on-device answers.
- Tools like Perplexity and ChatGPT’s browsing feature pull in direct snippets, not full pages.
For example, one of my Melbourne clients in the trades sector ranked #3 organically, but their impressions dropped by 30%, because users were getting their answer from an AI snapshot above the fold.
Ranking #3 no longer means what it used to. If your site isn’t structured to be parsed by AI, it doesn’t matter how many backlinks you have. AEO is about visibility where it counts.
How is AEO different from traditional SEO?
SEO helps you get indexed, crawled, and ranked. AEO helps you get selected, summarised, and spoken aloud. Traditional SEO targets keywords and links. AEO targets queries, intent, and answer formatting.
From keyword density to answer clarity
Let me give you an example. A client asked me to help them rank for “how much does a bathroom renovation cost in Melbourne.” Instead of stuffing that phrase everywhere, I added an H2:
“How much does a bathroom renovation cost in Melbourne?”
And followed it with a short, direct answer:
“A bathroom renovation in Melbourne can cost anywhere from $10,000 to $50,000+, depending on the scope and quality of materials. ”
That snippet got picked up by Google’s AI overview within 2 weeks.
How do I optimise content for AEO?
To optimise content for AEO, I apply seven core techniques on every project. I start by using question-based headings (H2s and H3s) that reflect how people actually search.
For example, “How much does SEO cost in Melbourne?” instead of “Our Pricing.” Right after the heading, I answer the question directly in the first sentence to give search engines and AI tools exactly what they need. I also break up content using bullet points, tables, and numbered steps, since structured formats are easier for machines to parse and feature in overviews or voice responses.
I always include an FAQ section marked up with proper schema (usually using Schema Builder), which helps target Google’s featured snippet boxes and AI overviews. I add structured data for entities like LocalBusiness and Product, which tells search engines exactly what the page is about. Including references to real locations like “SEO for businesses in Camberwell” or “serving South Yarra clients” helps reinforce geographic relevance.
Finally, I keep the HTML as clean and semantic as possible, avoiding bloated builders or unnecessary wrappers that dilute crawlability and context.
Listed below are the 7 techniques to optimise for AEO.
- Use question-based headings (H2s/H3s) that mimic how users search
- Answer clearly in the first sentence of every section
- Use tables, lists, and steps, not walls of text
- Add FAQ sections with schema using tools like Schema Builder
- Mark up entities using LocalBusiness and Product schema
- Mention real-world locations (e.g. “Camberwell-based” or “South Yarra clients”)
- Keep HTML clean. No unnecessary div nesting or shortcode bloat
When you do this right, your content becomes machine-readable and human-helpful. One local café I work with got their “parking availability” answer pulled into Apple Spotlight because it was wrapped in a table and had exact terms like “free street parking after 6pm.”
What types of content perform best for AEO?
The content that performs best for AEO is structured, concise, and directly aligned with the user’s search intent. Instead of focusing solely on keywords, creating content that answers specific questions in clear, machine-readable formats is more effective.
This includes FAQ pages with schema markup, comparison tables, how-to guides, localised service pages, and pricing breakdowns. All are designed to deliver immediate value both to users and to answer engines like Google AI overview, ChatGPT, and voice assistants.
Listed below are the content formats that work for Local clients.
- FAQ pages with direct answers + FAQ schema
- Comparison tables, like “Solar vs Gas Hot Water Systems”
- How-to posts, like “How to prepare your tax return as a sole trader in VIC”
- Service pages with local context, e.g., “SEO Services for Cafés in Fitzroy”
- Pricing guides, formatted as bullet ranges with clear CTAs
In 2025, 1,000 words of fluff will get ignored. But 250 words in a clean layout, written with clarity and purpose? That’s what AI engines reward, and what users prefer.
Can local businesses benefit from AEO?
Yes, local businesses benefit the most with AEO. Local search is all about context: suburb, service type, and urgency. When you include structured local info like nearby landmarks, hours, and suburbs served, it increases your chance of being surfaced in voice searches or map-based queries.
For example, a family law firm in Melbourne might include a question like: “Who is the best family lawyer in Melbourne for child custody cases?” This single sentence captures a specific service (“family lawyer”), a legal niche (“child custody cases”), and a local intent (“Melbourne”).
Structured correctly, this type of content makes it easier for Google and AI systems to extract and prioritise the answer, especially in voice search or AI-generated overviews.
Does AEO replace SEO?
No, AEO enhances SEO. You still need crawlability, internal links, and technical foundations. But once those are solid, AEO determines whether you own the top position, or disappear beneath a chatbot-generated summary.
Think of AEO as SEO’s natural evolution
The old funnel: keyword → rank → click → read.
The new funnel: query → answer → trust.
And trust is what leads to conversions.
Final thoughts
I’ve worked with clients through Panda, Penguin, Hummingbird, and Helpful Content updates. AEO isn’t a fad. It’s the future. And if you want to stay visible, whether in Google, AI summaries, or even voice search, your content needs to behave like an answer, not just a page.
Make your website the best possible answer
If you’re still writing blog posts to “hit word count” or stuffing suburbs into footers, it’s time to evolve. Write for humans—structure for machines. Be the answer.
SEO Consultant in Melbourne
If you’re a professional service provider, whether you’re a lawyer, NDIS provider, or local tradesperson, having your content optimised to answer location-specific queries is critical in 2025.
Search engines and AI tools are looking for precise, structured responses tied to real places and services. As an SEO consultant in Melbourne, I focus on helping businesses structure their content to show up as the answer in search, not just another blue link.