Globally, about 31% of Gen Z and Gen X users consider AI tools like ChatGPT among their top three methods for searching information.
By 2027, over 90 million U.S. users are expected to use generative AI for online searches, up from 13 million in 2023.
Users increasingly rely on answer engines for quick, conversational answers. This shift has reduced reliance on traditional search results. Many users now skip blue links entirely. People want quick, reliable answers without having to skim an entire blog post and parse the information themselves.
AI search engines are the future of how people will discover information online. If you haven’t started building your authority for AEO, you’re already behind.
SEO vs AEO: What’s the Difference for Building Authority?
Traditional SEO focuses on optimizing content for organic rankings and SERP features like featured snippets, knowledge panels, and local search.
AEO, or answer engine optimization, focuses on optimizing websites for answer engines like AI overview and LLMs like Perplexity, Claude, and ChatGPT.
So how do they differ when it comes to building authority?
For traditional SEO, marketers focus on building authority through long-form content that addresses general search intents by offering helpful information that users can explore further.
For AEO, marketers position their websites as a trusted source by providing helpful, direct answers to users’ queries. It caters to users who need quick solutions without navigating through multiple pages.
6 Strategies to Build Authority for AEO
1. Focus on H-E-E-A-T Content
H-E-E-A-T content (Helpfulness, Experience, Expertise, Authoritativeness, and Trustworthiness) improves authority for AEO by meeting key criteria that AI-driven search engines prioritize when selecting authoritative answers for user queries.
H-E-E-A-T content incorporates firsthand knowledge or real-life examples, demonstrating authenticity and reliability. AI search engines prioritize content that demonstrates expertise and experience in a given niche, so they can communicate accurate information to users.
For instance, providing case studies or personal insights ensures the content resonates with users and AI systems alike.
By citing credible sources and showcasing industry recognition (e.g., certifications or partnerships), H-E-E-A-T content signals authority to search engines, increasing the likelihood of being featured in voice search or snippets.
H-E-E-A-T content focuses on answering specific user queries with clarity and precision, which is essential for AEO. For example, structuring content around common questions ensures it directly addresses user intent while improving engagement metrics like time on page.
2. Create High-Quality Social Media Content and Engage Your Audience
Bing informs ChatGPT, so by optimizing and ranking on Bing, we’re also optimizing for visibility on ChatGPT.
Bing considers likes, shares, and comments on social media platforms as indicators of content quality and relevance. Higher engagement on platforms like Facebook, Twitter, and LinkedIn can positively influence a page’s ranking on Bing.
The more frequently content is shared and reshared on social media, the better it may perform in Bing’s search engine results pages (SERPs). This approach acknowledges the value of word-of-mouth recommendations in the digital space.
Much like your millennial social media manager and Gen Z intern, Bing keeps up with social trends. The algorithm collects publicly available information from social media in real time, processes it, and quickly factors it into its ranking algorithm.
This allows for more up-to-date search results based on the conversations happening on social media. By integrating social signals, Bing aims to provide search results that reflect not just facts, but also the opinions of trusted friends and the collective wisdom of the web.
Bing evaluates the overall social influence of a brand or website, considering factors such as the authenticity of followers and the rate of follower growth. This means that genuine, organic social media growth is more valuable than artificially inflated follower counts.
Bing also incorporates social media data into its SERP features, such as knowledge graphs, providing users with additional context and information. Bing also incorporates Facebook posts and allows users to comment directly in the SERP. By optimizing your social profiles and content for Bing, you open a new opportunity for your content to be featured.
How to Fuse your AEO and Social Media Strategies
- Connect your socials to your website and share content seamlessly between them
- Embed TikToks, Shorts, Reels, and long-form YouTube videos directly into your blog content and landing pages
- Engage with your audience on social to drive more likes, comments, and shares
3. Technical SEO for Bing and Google
Pages that load quickly improve user experience and reduce bounce rates, which are key indicators of quality for AI systems like Google AI Overview and Bing’s Copilot.
Slow-loading websites lead to higher bounce rates as users abandon pages that take longer than 3 seconds to load. Faster sites retain visitors, signaling relevance and authority to AI algorithms.
Metrics like Time to First Byte (TTFB) and page load time are key indicators of website performance. Sites with lower TTFB and faster rendering times are more likely to be prioritized in AI search results, enhancing their authority.
Secure websites are also favored by both Google and Bing, as they signal trustworthiness — a core component of authority in AEO. A secure website is characterized by the ‘s’ in ‘https’.
4. Engage in Discussions on Reddit and Quora
Participating in relevant discussions on forum sites like Reddit and Quora allows brands or individuals to answer specific, high-value questions, showcasing their expertise in a relevant domain. This aligns with AEO’s focus on addressing user intent and providing concise, authoritative answers. Posting on forums also helps build topical authority by demonstrating expertise in a niche topic.
Regularly providing thoughtful, well-researched responses helps establish a reputation as a credible source of information. This credibility can influence how AI systems perceive authority when summarizing content for users.
While direct promotion is often frowned upon on these platforms, insightful contributions can lead to organic backlinks when users reference your expertise or link back to your content.
Quora has over 400 million monthly active users. There are constantly new questions being asked that you can answer to demonstrate your authority.
Meanwhile, Reddit has over 130,000 active subreddits, allowing you to interact directly with communities relevant to your niche.
Active participation adds a personal touch to your brand. For instance, Amazon’s representative “Tony” became beloved on the subreddit /r/gamedeals by offering helpful responses and signing posts personally, enhancing both trust and brand perception.
Engaging in discussions helps uncover common questions or pain points in your niche. This insight allows you to create content that directly addresses user intent, improving your chances of being featured in AI-driven search results.
Each subreddit has unique guidelines and expectations. Carefully review the rules in the sidebar or pinned posts before participating to ensure your content aligns with the community’s standards.
Spend time understanding the tone, type of content that performs well, and how members interact. This helps you tailor your contributions appropriately.
Add links to your website or projects in your Reddit profile bio rather than directly in posts, allowing interested users to explore further without feeling pressured.
If relevant, conduct an “Ask Me Anything” (AMA) session where you transparently discuss your work while engaging deeply with user questions. This builds credibility while subtly promoting your expertise.
Use tools like Reddit analytics or third-party platforms to monitor upvotes, comments, and traffic generated by your posts. This helps refine your approach and identify what resonates with the community.
You can also create a brand Subreddit to answer product questions and engage with your audience in a genuine, conversational way. However, creating a subreddit may not be applicable for every brand. This strategy works best for B2C companies in spaces like eCommerce, SaaS, and Fintech who have users actively talking about their products and services.
5. Optimize for Voice Search
Voice search optimization ensures AI assistants like Alexa or Google Assistant recognize your business as a trusted source for information.
Voice search users expect quick, accurate answers. That means we need to structure our content in this way to optimize for voice search queries.
Voice searches are typically phrased as natural, full-sentence questions like, “What’s the best Italian restaurant near me?” By focusing on question-based keywords (e.g., “how,” “why,” “what”), businesses can create content that directly satisfies the needs of voice search users. This positions the content as a reliable source for AI-driven search engines.
Voice assistants often pull answers from featured snippets. Optimizing for concise, structured answers (40–60 words, bullet points) increases the likelihood of being selected as the authoritative response, boosting visibility and credibility.
Many voice searches have local intent (“near me” queries). Optimizing for location-based keywords and ensuring accurate business listings help businesses rank higher in local searches, reinforcing their authority in specific areas.
Providing clear, concise responses also improves user satisfaction for mobile and desktop users, which improves engagement metrics like time on page and bounce rates. These metrics influence how AI systems assess authority.
However, building authority for AEO isn’t just about structuring your content in a certain way. You need to position yourself as a trustworthy source through H-E-E-A-T content to increase your likelihood of being selected for a voice search result.
In all your content, you should include real-life experiences, examples, and links to other credible sources to prove your trustworthiness to answer engines.
6. Gain More High-Quality Reviews
High-quality Google reviews (positive ratings and detailed feedback) signal trustworthiness to Google, which is a core component of H-E-E-A-T. This improves your business’s perceived authority and reliability in search results.
Reviews are a form of UGC that provides authentic insights about your business. This aligns with Google’s preference for credible, user-driven content, which directly impacts authority in AEO.
Google uses reviews to assess how well-known and trusted a business is in its local area. More positive reviews increase prominence, improving your chances of appearing in local search results and AI-driven answers.
Reviews often include relevant keywords naturally used by customers, such as long-tail phrases or specific product/service mentions. These keywords help Google associate your business with relevant queries, boosting your authority in AEO.
Responding to reviews demonstrates active engagement with customers, which Google considers when ranking businesses. This also builds trust with potential customers and reinforces your credibility.
For local businesses, Google reviews are particularly impactful because they help refine local search relevance. AI systems prioritize businesses with strong review profiles when answering location-specific queries.
Future-Proofing your AEO Strategy
Building authority for Answer Engine Optimization is essential. To stay competitive, marketers must embrace strategies that prioritize credibility, user intent, and technical excellence. By focusing on creating high-quality, structured content, optimizing for voice and conversational queries, and leveraging technical fixes, you can position your brand as a trusted source for AI-powered answer engines.
The key to future-proofing your AEO strategy lies in adaptability. Stay ahead of trends by monitoring AI advancements, understanding how users interact with changes in answer engines, and consistently refining your approach to meet users’ evolving expectations. Remember, the brands that thrive in the AI search scene will be those that don’t just chase rankings but build lasting authority through trust, expertise, and user-focused solutions.
If you want to create content tailored to AI search, check out Goodie, the pioneering answer engine optimization platform to help you optimize for AI search engines and monitor your brand visibility.
