Let’s be honest – you’re probably tired of hearing about the “next big thing” in marketing.
Every few months, there’s a new acronym, a new platform, or a new strategy that’s supposedly going to revolutionize how you connect with customers.
But here’s the thing: while you’ve been focused on traditional SEO and social media marketing, your potential customers have been quietly changing how they search for businesses like yours.
And if you’re not paying attention to Answer Engine Optimization (AEO), you’re missing conversations that could turn into sales.
The Problem You Didn’t Know You Had
Picture this:
A potential customer has a question about your product or service. Instead of typing “best CRM software” into Google and scrolling through ten blue links, they’re asking Siri, “What’s the easiest CRM to set up?” or telling Alexa, “Find me a marketing consultant who specializes in HubSpot.”
Your beautifully optimized website might rank #3 for “CRM software,” but if you’re not answering the specific questions people are asking out loud, you’re invisible in this new search landscape.
The numbers don’t lie. Voice searches have grown by over 3,000% since 2008, and more than half of adults use voice search daily.
But here’s what really matters for your business: these searchers have higher intent. When someone asks a specific question, they’re closer to making a decision than someone just browsing search results.
Don’t believe me? I personally acquired a new customer for Octave this year from ChatGPT instead of Google because they were looking for someone with HubSpot experience in the music and entertainment industry. They were ready to get help and we’ve now been working together for a few months. I can say firsthand that it works. And it’s awesome.
What is AEO? (Let’s Keep This Simple)
Answer Engine Optimization is exactly what it sounds like – optimizing your content to be the answer that search engines and AI assistants choose when people ask questions.
Think of it this way: Traditional SEO was about getting your website to show up in search results. AEO is about getting your content to BE the search result.
When you ask Google “How do I set up HubSpot workflows?” and get a direct answer at the top of the page without clicking anywhere – that’s AEO in action. When Siri reads you a restaurant’s hours without mentioning the restaurant’s website – that’s AEO working for that business.
The shift is from “Here are some websites that might help you” to “Here’s the answer to your question.” And if your content isn’t structured to provide clear, direct answers, you’re not part of that conversation.
Beyond Google: The New Search Landscape
We’re not just talking about Google anymore. People are asking questions on ChatGPT, Claude, and other AI platforms. They’re using voice assistants while driving, cooking, or working. They’re asking questions in ways that feel natural and conversational.
This means your keyword strategy of targeting “HubSpot consultant Los Angeles” needs to expand to include questions like “Who can help me fix my HubSpot setup?” and “What should I look for in a CRM consultant?”
How AEO Actually Works (No Technical Jargon, We Promise)
AEO success comes down to three things:
- answering real questions
- making it easy for search engines to understand your answers
- optimizing for how people actually search when they’re not typing
1. Question-First Content Strategy
Stop writing content about what you want to say and start writing content that answers what your customers want to know.
Your customers aren’t searching for “comprehensive CRM implementation services.” They’re asking “How long does it take to set up HubSpot?” and “What’s the biggest mistake people make when implementing a CRM?”
The difference matters because the second approach gives you content that can be featured in answer boxes, read by voice assistants, and actually helps people solve their problems.
To identify what questions your customers are asking, look at:
- Your sales team’s FAQ document
- Customer support tickets
- Comments on your social media posts
- Tools like Answer the Public or AlsoAsked.com
- The “People also ask” section in Google results
2. Structured Data That Actually Works
Search engines are smart, but they’re not mind readers. You need to help them understand what your content is about and how it answers specific questions.
This doesn’t mean you need to become a technical expert overnight. Simple changes like:
- Using clear headings that mirror how people ask questions
- Creating FAQ sections on key pages
- Adding schema markup (or having someone add it for you)
- Organizing information in lists and step-by-step formats
These small changes make a huge difference in how often your content gets selected as the answer to customer questions.
3. Local and Voice Search Optimization
When someone asks their phone “Where can I get help with my HubSpot setup?” they’re usually looking for someone nearby. This is huge for service-based businesses.
Voice searches are also more conversational. Instead of typing “CRM consultant,” people say “Who’s a good CRM consultant near me?” Your content needs to match this natural language.
Make sure your Google Business Profile is complete and accurate, use conversational keywords in your content, and remember that mobile-first isn’t optional – it’s essential.
Why AEO Matters for Your Business (The Real Impact)
While your competitors are still figuring out what AEO means, you have a chance to own the conversation in your space.
Early adopters in AEO are seeing significant advantages because there’s less competition for these answer positions.
But beyond competitive advantage, AEO builds trust faster than traditional marketing.
When your content directly answers someone’s question, you’re immediately positioned as helpful and knowledgeable. This is especially powerful for professional services where trust drives buying decisions.
Industry-Specific Opportunities
E-commerce brands can answer product questions that directly influence purchase decisions. Questions like “What’s the difference between X and Y?” or “How do I know which size to choose?” can capture customers right at the point of decision.
Professional services can showcase expertise by answering the questions potential clients ask before they’re ready to buy. Questions about process, timing, pricing, and results help you build relationships before the sales conversation starts.
Entertainment and gaming companies can build community by answering questions about features, troubleshooting, and best practices. This positions you as the go-to resource in your space.
SaaS companies can reduce support tickets and improve user experience by answering common questions about features, setup, and optimization.
How to Start Using AEO Today (Your 30-Day Action Plan)
The good news is you don’t need to overhaul your entire marketing strategy to start seeing AEO results. Here’s how to make progress in the next 30 days:
Week 1: Audit and Research
Start by understanding what questions your customers are already asking. Look through your email, support tickets, and sales conversations. What comes up repeatedly?
Use free tools like Answer the Public to see what questions people are asking about your industry.
Look at your competitors’ content – what questions are they answering well, and what are they missing?
Don’t overthink this. You probably already know most of the questions your customers ask. The key is organizing them and prioritizing which ones to tackle first.
Week 2: Content Creation and Optimization
Take your existing content and reshape it to answer specific questions. That blog post about “CRM Best Practices” can become “What Are the Most Important CRM Best Practices for Small Businesses?”
Create or update your FAQ pages. These are AEO goldmines because they directly match how people search for information.
Focus on writing answers that are complete but concise. Most featured snippets are between 40-60 words, so practice getting to the point quickly while still being helpful.
Week 3: Technical Implementation
This is where you might want to call in help, but some basics you can handle yourself:
- Make sure your website loads quickly on mobile
- Use heading tags (H1, H2, H3) that match question formats
- Add FAQ schema markup to your question-and-answer content
- Update your Google Business Profile with complete, accurate information
If you’re using HubSpot, take advantage of their SEO tools to identify opportunities and track your progress.
Week 4: Measurement and Iteration
Track metrics that matter for AEO:
- Featured snippet appearances (you can see these in Google Search Console)
- Voice search traffic (look for longer, question-based queries in your analytics)
- Local search visibility (especially important for service businesses)
- Engagement with your answer-focused content
Use this data to refine your approach. Which types of questions are you winning? Which ones need more work?
Common AEO Mistakes (And How to Avoid Them)
The biggest mistake I see businesses make is writing content that’s too complicated for answer formats.
If it takes three paragraphs to answer a simple question, you’re probably not going to get featured in answer boxes.
Another common mistake is ignoring local optimization. If you serve local customers, make sure your content includes location-specific information and that your Google Business Profile is optimized.
Don’t forget that real humans still need to want to read your content. AEO isn’t just about getting featured in answer boxes – it’s about providing genuinely helpful information that builds relationships with potential customers.
Integration with Your Existing Marketing Stack
AEO works beautifully with your existing marketing tools, especially if you’re using HubSpot.
The questions you answer through AEO become blog topics, social media posts, and email content ideas.
When someone finds your content through a voice search or featured snippet, they’re often ready for the next step in your sales process. Make sure your AEO content connects naturally to your lead magnets, consultation bookings, or product pages.
The customer insights you gain from AEO research also feed back into your CRM data, helping you understand your audience better and create more targeted campaigns.
AI Tools That Actually Help
While AI can help with content creation and research, remember that authenticity matters.
Use AI to identify opportunities and create first drafts, but make sure your final content reflects your expertise and personality.
Tools like ChatGPT can help you brainstorm question variations or create FAQ content, but the insights and answers need to come from your real experience with customers.
The Bottom Line: Your Next Steps
Voice search and AI assistants aren’t going away.
Every month, more people get comfortable asking questions instead of typing searches. The businesses that start optimizing for this shift now will have a significant advantage over those who wait.
You don’t need to become an AEO expert overnight, but you do need to start thinking about your content differently. Instead of asking “What do I want to tell people about my business?” start asking “What do my customers want to know?”
Getting Started Without Overwhelming Your Team
Start small. Pick five questions your customers ask frequently and create clear, helpful answers. Optimize your existing content before creating new content. Use the tools and platforms you already have.
If you’re feeling overwhelmed by the technical aspects, focus on the content first. Great answers to real questions will always be more valuable than perfect technical implementation of mediocre content.
Most importantly, remember that AEO is about being helpful. The businesses that succeed with AEO are the ones that genuinely want to answer their customers’ questions and solve their problems.
Ready to Transform Your Business with HubSpot?
At Octave Marketing Studio, we specialize in helping businesses make the most of HubSpot’s powerful features.
Our team of certified HubSpot experts has helped numerous businesses implement, optimize, and scale their HubSpot operations.
Whether you’re just getting started with HubSpot or looking to enhance your existing setup, we’re here to help.
Contact us today for a free consultation and discover how we can help your company grow faster with HubSpot.
