The article discusses the importance of keyword research for Answer Engine Optimization (AEO) and how it differs from traditional Search Engine Optimization (SEO) keyword research. Here are the key points:
- AEO is not just about keywords: AEO focuses on intent, entities, and answerability, whereas SEO typically focuses on volume, rankings, and competitiveness.
- Use a tool stack for AEO research: No single tool can provide all the necessary insights for AEO keyword research, so a combination of tools should be used to gather data on intent, entities, and answerability.
- Refresh AEO content regularly: As AI-driven search evolves rapidly, it's essential to keep AEO content fresh, factually accurate, and up-to-date, especially for competitive or fast-moving topics.
- Schema types matter for AEO: FAQPage, HowTo, Article, and Product schema are crucial for AEO as they help define content and provide context, which answer engines use to validate their understanding.
- Prove AEO impact to leadership: Use metrics such as conversion rate and revenue impact to demonstrate the success of AEO efforts, and layer in visibility signals to show how those results are happening.
- Use competitor citations as research inputs: Analyze what competitors are being cited for and improve content by addressing gaps, expanding depth, and strengthening clarity.
The article recommends using a combination of tools, including:
- HubSpot's XFunnel: Shows how brands and content appear in AI-generated answers.
- Semrush: Comprehensive SEO platform with AEO features.
- AlsoAsked: Question-based search tool that visualizes how people ask follow-up questions around a topic.
- AnswerThePublic: Search listening tool that aggregates autocomplete data from search engines, social platforms, and AI tools.
Overall, the article emphasizes the importance of evolving keyword research strategies to keep up with the changing landscape of AI-driven search.
