How to Build a Page AI Will Love (AEO Checklist) | Field Notes

Field Notes: AEO & LLM Optimization for Small Business

Key Concepts:

• AEO (Answer Engine Optimization): Optimizing content to directly answer user queries in AI-powered search engines like ChatGPT, focusing on specificity and context.
• LLMs (Large Language Models): Artificial intelligence models like ChatGPT and Claude, capable of understanding and generating human-like text.
• Express Stage (Loop Marketing): The initial phase of content strategy focused on deeply understanding the target audience (use case, persona, industry).
• Original Insights: Unique data, research, or perspectives that differentiate content and increase its value to LLMs.
• Schema Markup: Code added to webpages to provide search engines with detailed information about the content.
• Consensus vs. Net New Information: LLMs value both widely accepted information and original contributions.

I. The Shift to Answer Engine Optimization (AEO)

The discussion centers around adapting marketing strategies for the rise of Answer Engines (AEO) like ChatGPT. Traditional SEO focused on broad keyword rankings, while AEO prioritizes delivering highly specific, contextualized answers to user queries. The speaker’s father’s experience using voice dictation with Claude exemplifies the growing user base engaging with these technologies. The core principle is that LLMs surface information based on relevance and specificity; generic content will be overlooked. This necessitates a shift from “The ultimate guide to content marketing” to “The ultimate guide to content marketing, if you work at a logistics company in New Jersey.”

II. The Express Stage: Defining Your Audience

Before content creation, the “Express” stage of loop marketing is crucial. This involves a deep understanding of three key elements:

• Use Case: The specific problem the audience is trying to solve.
• Persona: A detailed representation of the ideal customer, including demographics, job title, and pain points.
• Industry: The specific sector the audience operates within.

Understanding these elements ensures content is tailored to the right audience and optimized for LLM interpretation. The speaker emphasizes that focusing on audience first, then structuring content for LLMs, is paramount.

III. Seven Best Practices for AEO Content Structure

HubSpot has developed seven best practices for structuring content to maximize its visibility in LLMs:

1. Answer Up Front: Place the direct answer to the primary question at the very beginning of the page, avoiding the “recipe website” model where the answer is buried. Research indicates LLMs prioritize information at the top of the page.
2. Expand on the Answer: Follow the initial answer with 2-3 paragraphs providing context, examples, definitions, and establishing credibility.
3. Add Structure: Utilize lists, tables, and other structural elements to make content easily digestible for LLMs (and users). LLMs are described as “lazy readers” seeking quick information.
4. Add an FAQ: Include a comprehensive FAQ section at the bottom of the page to address related sub-queries and facilitate conversational surfacing of information.
5. Every Passage Must Stand Alone: LLMs don’t process entire pages at once; they extract information from individual paragraphs. Each passage should be coherent and understandable in isolation.
6. Add Original Insights: Incorporate unique data, research, or perspectives to provide “net new information” that can be cited by LLMs. This differentiates content and adds value.
7. Tie Back to the Product: Subtly connect insights back to the company’s product, demonstrating how it can help users achieve the discussed results. This ensures the LLM recommends the product alongside the information.

IV. Data & Industry Trends

A recent HubSpot survey of 300 marketers revealed:

• 32% are already seeing real traffic from AI search engines.
• 57% are actively optimizing for LLMs.

This data indicates a growing awareness and investment in AEO strategies within the marketing industry.

V. Technical Implementation: Schema Markup

Schema markup is described as a “language” that provides search engines with detailed information about the content on a page. It’s not visible to users but helps LLMs quickly understand the page’s structure and content. Using relevant schema types (e.g., FAQ schema, article schema) is crucial for AEO.

VI. Case Study: Webflow as an AEO Example

Webflow is highlighted as a company successfully implementing AEO strategies. Specifically, their glossary is praised for its:

• Well-structured answers: Clear and concise explanations of relevant terms.
• Seamless product integration: Natural and unobtrusive mentions of Webflow’s product within the glossary content.

HubSpot is also developing its own glossary, aiming to provide even more detailed information to LLMs. The key difference between SEO glossaries and AEO glossaries is the primary audience: LLMs rather than human users.

VII. The Importance of Consistency

The “Last Word” segment emphasizes the importance of consistency in AEO. While many marketers are experimenting with various tactics, sustained effort and a consistent content strategy are crucial for long-term success. This mirrors the established playbook for SEO, where consistent content creation over time yields the best results.

VIII. Synthesis & Conclusion

The core takeaway is that AEO requires a fundamental shift in content strategy. It’s not simply about optimizing for keywords; it’s about deeply understanding the audience, delivering highly specific answers, and structuring content in a way that LLMs can easily interpret. Original insights, schema markup, and a consistent approach are all critical components of a successful AEO strategy. The future of content marketing is increasingly intertwined with the capabilities of AI-powered search engines, and adapting to this new landscape is essential for businesses seeking to remain visible and relevant.