Start with a mindset shift
Ranking #1 on Google and getting cited by an AI answer engine are related but not identical goals. A page can rank well and still never get quoted by ChatGPT, and vice versa. AEO is about optimising specifically for the second outcome.
The checklist
1. Lead with the answer. Put a direct, complete answer to the implied question in the first 1–2 sentences of any section. AI systems extract answers more reliably from content that states them plainly before elaborating.
2. Structure with real question-based headers. Use H2s phrased as actual questions ("How much does X cost?") rather than vague section titles — it's easier for a model to match a header to a user's query.
3. Add genuinely original information. A page that only repeats what's already in the top 10 results has nothing new to cite. Original data, a clearly stated methodology, or a specific point of view gives an AI system a reason to prefer your source.
4. Use FAQ schema on real FAQs. Mark up an actual FAQ section with FAQPage structured data — don't stuff it with keyword variants that aren't genuine questions people ask.
5. Keep pages current. Add a visible last-updated date and actually update the content periodically — AI systems weight recency more heavily on topics that change.
6. Make comparisons scannable. Use real tables for "X vs Y" content, with consistent columns across every row — a format AI systems can summarise cleanly.
7. Don't neglect technical SEO. Fast load times, clean mobile rendering, and proper canonical tags remain a precondition for both traditional ranking and AI citation — a technically broken page rarely gets cited, no matter how well-written.
8. Publish under a real, credible byline. Author information, a visible methodology, and evidence of expertise all feed into how both search engines and generative AI systems weigh trustworthiness — this is the E-E-A-T layer underneath AEO.
How to check if it's working
Periodically ask ChatGPT, Perplexity and Gemini direct questions your content answers, and see whether — and how — they cite you. Track it the same deliberate way you'd track keyword rankings.
The bottom line
AEO isn't a separate discipline from good content writing — it's good content writing made more literal: answer clearly, structure honestly, and give the reader (human or AI) something real to cite.