How do I get internal support for investing in Answer Engine Optimization (AEO)?

Question

Uttik.com · Accepted Answer

To get internal support for Answer Engine Optimization (AEO), make a clear, data-backed case that shows both the risks of *not* investing and the opportunities of doing so. Here's how:

**1. Highlight the Risks of Ignoring AEO (and potential revenue loss):**

*   **Show exactly how declining search rankings cost money.**  Instead of just saying traffic is down, link drops in organic traffic (from sources like Google Search or Google Discover) to specific lost leads, sales, or revenue. For example: "When organic traffic from [keyword group] fell 15% last quarter, we saw a $5,000 drop in sales."
*   **Point out vulnerable content:** Identify web pages at risk from Google algorithm updates. This includes content targeting broad, generic keywords, lacking structured data (see below), or content with high bounce rates. For each, explain why it's vulnerable and estimate potential traffic/revenue loss.
*   **Predict future losses:** Based on past trends and upcoming algorithm changes, estimate the financial impact of *not* investing in AEO.  Provide a range (e.g., "We estimate losses could range from $X to $Y over the next year").
*   **Compare to competitors:** If competitors are already doing AEO and seeing positive results (e.g., higher rankings, more featured snippets), show how you're falling behind.

**2. Present a Clear AEO Strategy (backed by examples):**

*   **Explain AEO simply:** AEO isn't just SEO. It's about making your content easily understandable for AI and search engines so they can use it to answer user questions directly (e.g., in featured snippets, knowledge panels, voice search).
*   **Detail specific AEO techniques *with examples*:**
    *   **Structured Data (Schema.org):** Explain that schema is code that helps search engines understand your content. Show examples of how schema helps: "Adding 'Product' schema to our product pages will show star ratings and prices directly in search results, making them more attractive to click." Use Google's Rich Results Test to ensure it's set up correctly.
    *   **Knowledge Graph Optimization:** Explain that search engines use a "knowledge graph" to understand facts about things. Ensure your business information (name, address, phone number) is accurate and consistent across the web.  Claim and update your brand's entries in Google Knowledge Graph and Wikidata.
    *   **Entity-Based Content:** Focus your content around specific, well-defined topics (called "entities"). Instead of writing a general article about "shoes," write about "Nike Air Max 90 sneakers." Cover that topic in depth.
    *   **Voice Search Optimization:** People talk differently than they type.  Optimize content for conversational language: "Instead of 'Best Coffee Maker,' use 'What's the best coffee maker for home use?'". Answer common questions directly in your content.
    *   **Google Discover Optimization:** Create visually appealing content that aligns with trending topics. Use high-quality images and videos. Encourage user engagement (likes, shares, comments).
*   **Show real-world success:** Provide examples of other companies that have successfully used AEO to improve their search rankings and traffic.
*   **Define clear metrics for success:** Don't just track overall website traffic. Track metrics specific to AEO:
    *   Number of featured snippet rankings.
    *   Presence and accuracy of your brand's knowledge panel.
    *   Google Discover impressions and clicks.
    *   Rankings for voice search queries.

**3. Outline Required Resources and a Budget:**

*   **Specify required skills:** List the roles needed (developers, SEO specialists, data analysts, content creators) and their required expertise (e.g., "Developers need experience implementing Schema.org markup").
*   **Identify necessary tools:**  List the tools needed (e.g., Semrush, Ahrefs for keyword research; Schema markup generators; Google Analytics).
*   **Provide a budget breakdown:** Estimate the cost of each resource and tool.
*   **Suggest a phased approach:** Start with a small pilot project to demonstrate the value of AEO before investing in a full-scale implementation. This makes it less risky. Outline clear timelines for each phase.

By providing a detailed, data-driven plan, you’ll show that you understand the risks and opportunities of AEO and have a clear strategy for success.  Tailor the presentation to your specific audience within the company.