A2.1Included
Question research
The real questions customers ask about your services, from search data, your inbox and your sales calls.
Detail A2 — Answer engine optimisation
Be the answer Google reads out.
More and more searches end with an answer on the results page: an AI Overview, a highlighted snippet, a voice reply. AEO is the work of shaping your pages so that the answer comes from you, with a link back to your site.
- Price
- On request
- Billing
- Part of the SEO retainer
Fig. A2.1 — From question to answerNot to scale
A customer asks"How much does a loft conversion cost?"
The engine looks for a clear answerP1A page that answers it plainly
Your page is quotedWith a link back to you
Notes — What's changed
Fewer clicks, more answers.
- 01Google now answers many questions at the top of the results with an AI Overview, so fewer people scroll down to the links.
- 02A voice assistant reads out one answer, not ten.
- 03Chatbots summarise what they find and cite only a few sources.
- 04If a page buries the answer under three paragraphs of introduction, a competitor's page gets quoted instead.
Specification — What makes a page quotable
What answer engines look for.
- The answer firstA short, direct answer in the first sentence or two. The detail comes after.
- One question per sectionHeadings that match the way people ask.
- Structured dataHidden labels in the page code that tell machines what your services, FAQs and opening hours are.
- The same facts everywherePrices, hours and details that match on your site, your Google profile and your listings.
Table A2 — Scope
What the AEO work includes.
A2.2Included
Answer-first rewrites
Existing pages reorganised so each question gets a short, direct answer before the detail.
A2.3Included
FAQ and guide pages
New pages for the questions you don't answer yet.
A2.4Included
Structured data
Markup for your business, services, FAQs and articles, tested for errors.
A2.5Included
Answer tracking
Which questions you're quoted for now, and which ones you're close to winning.
General notes — FAQ
Questions about AEO.
Is AEO different from SEO?
It builds on it. SEO gets a page ranked; AEO makes the answer on it easy to lift and quote. A page usually has to rank reasonably well before it gets quoted, which is why both sit in the same retainer.
If Google answers the question, won't fewer people visit our site?
For simple questions, sometimes. The people who do click through have already seen your name next to a good answer, and they arrive knowing you can help. For the searches that lead to a sale, being the quoted source works in your favour.
Do we need a lot of new content?
Rarely. Most of the work is reorganising pages you already have, so the answers are easier to find.
Fig. A2.2 — Next step
Want to be the answer?
Tell us your website and the questions your customers ask most. We usually reply the same working day.