For several years, I advised technical documentation teams that author in Extensible Markup Language (XML) to turn selected documentation topics into question-and-answer pairs and publish them with Frequently Asked Questions (FAQ) markup. At the time, Google gave me a reason for making that recommendation: pages containing properly marked-up questions and answers could become eligible for an expanded FAQ display (featured snippets) in search results.
That advice has been retired by Google, but the exact same content model is now being promoted for Answer Engine Optimization (AEO) by a host of others, and I wanted to know whether the new claim is supported by comparable evidence.
AEO is the effort to improve how often and how accurately an organization’s information or brand name appears in answers generated by AI systems. AEO includes AI features in search engines, but it isn’t limited to Google or Bing. It also applies to answer engines that search or retrieve information from the web and use what they find to generate a response.
AEO success can mean several things. Your organization might be mentioned in an answer or your information might be used without attribution. A page might receive a citation or link and someone might follow that link, visit the website, and take a business action.
What I want to know if this: Does organizing content around explicit questions followed by concise answers improve the chances that an AI answer engine will retrieve, use, or cite that content? And is the evidence strong enough to justify changing a website’s content model?
