First and foremost, I want to say that I think this should be generative engine optimization, but I understand the general consensus is going to win at this. I’m seeing way more people referring to it as answer engine optimization. So fine. That’s what we’re going with, and I will only mildly stomp my feet about it.
Okay, I feel better now that I’ve gotten that out of the way. So let’s talk about the topic at hand.
What is Answer Engine Optimization?
Answer engine optimization is just getting your brand and/or information mentioned on the answers AI generates.
Seems simple enough, right? And something you want to happen, right? Of course. The problem is that when marketing teams are getting smaller, adding another task to the list isn’t all that doable. With this being newer and not as easily understood as other tasks, it’s going to be one of the first to get cut. Add in the fact that it is difficult to measure to show value, and yeah, it’s understandable why it’s not being done.
Why you need to do answer engine optimization
If you are not providing answers to AI, it will get them from somewhere else. And that can mean a lot of things.
First off, it can mean that AI is providing incorrect information. When you’re trying to get donations or people to buy from your brand, incorrect information can be devastating. And then you have to churn out correct information as quickly as you can in the hopes that AI will pick it up. But the more established information can be difficult to upend despite how wrong it is.
Also, it can mean that you are not telling the story of your brand. Many people would say that in the age of social media that ship has already sailed. But a great social media consultant knows that there are ways you can guide that story to gain the biggest number of buyers. Completely ignoring answer engine optimization means that you are ignoring an area where a large number of buyers are getting information about you. A story told without you means it’s a story that will likely ignore the many ways you help.
What do you do without time or manpower?
So we know answer engine optimization is important, but that doesn’t change reality for many organizations: They simply can’t add another task to the to-do list. The good news is that you are doing some of these tasks already.
- Look for questions: If you’re wondering what answers you should be providing, you need to start with the questions. Note the questions your fans are asking. This is a great place to start to help guide where you should go with Answer Engine Optimization. When you have a bit of extra time, use websites like Answer the Public to figure out what questions people are searching. This can help you get answers to questions people are uncomfortable asking openly or just hadn’t thought of asking you yet. You were likely gathering many of these questions already, because they are low-hanging fruit when it comes to content.
- Create content around those questions: An easy way to create engaging content is to answer the questions you’ve collected from fans. Because if one person has the question, it’s likely that many others have those questions as well. And luckily, this helps immensely with the ideation process, saving you some time. But like I said, you are likely already doing this part.
- Do good search engine optimization: Ranking on a search engine is a little easier to understand than being mentioned on AI. The great news is that AI seems to still be heavily drawing from websites that rank higher. So if you are working on your search engine optimization, you are already working on your answer engine optimization.
No matter what anyone says, if you are working on these three areas, you are working on your AI mentions. And that puts you ahead of most brands.
Do what you can and let go of what you can’t
I don’t know about you, but there have been more than a few times when I look at bigger brands with bigger budgets and think, “If only…” Constantly looking at what I can’t do though is a recipe for me to get bitter. On the other hand, keeping my focus on all I can do makes me realize the value of doing what I can do really well.
You likely can’t go full out on answer engine optimization right now. But you can do content in a way that will make a difference, and that’s a really cool thing. Maybe in the future you’ll be able to attack it more fully. For now, you can do what will get you the most bang for your buck on multiple fronts. And that is more than enough.
What are you doing for answer engine optimization right now?