In more detail
The term "answer engine" was used for years to describe search features that answer a question on the results page, such as featured snippets and voice assistant responses. With the arrival of AI-generated answers in Google, Bing and chat assistants, AEO has been revived as a label for making content easy to quote.
The core techniques are not new. They include stating a direct answer near the top of a page, using headings that match real questions, keeping facts accurate and up to date, and making sure the page is indexable. Structured data can help search engines understand a page, but Google says no special markup is required for its AI features.
Google's guidance on AI features and your website is explicit: "The best practices for SEO remain relevant for AI features in Google Search", and there are "no additional requirements to appear in AI Overviews or AI Mode". To appear as a supporting link, a page must be indexed and eligible to show with a snippet.
Why it matters when hiring an agency
Many agencies now sell AEO as a separate service. Ask what they would actually do differently from good SEO. A credible answer focuses on content clarity, accuracy, search intent and technical access. Be cautious of claims about special files, secret formats or guaranteed inclusion in AI answers. Google's hiring guidance suggests checking that any advice on optimising for AI experiences "is aligned with Google Search's official guidance".
Also ask how they would measure it. Google reports traffic from AI Overviews and AI Mode within the normal Search Console performance data, so AEO work should be judged on the same measures as other SEO: visibility, clicks and conversions.