If your brand’s content arm has been active for a few years, I’m guessing you have plenty of material that can be revised to help you show up more prominently in AI search answers — we’ll call this AEO throughout the article.
I’m getting bombarded with brand marketers’ questions about how to get AEO traction these days. “Revise your old content” is a favorite answer that often produces an “aha” moment for the other party, possibly because the nature of AEO is so forward-looking.
That answer sparks a few important follow-up questions I’ll tackle below.
How do you reformat content for better AEO performance?
I like to lean on three principles when I tackle content reformatting. Optimizing for:
- Topical breadth and depth.
- Chunk-level retrieval.
- Answer synthesis.
Here’s what that means in practice.
Optimize for topical breadth and depth
Structure your site using a hub-and-spoke model. For each primary category or keyword theme, build a comprehensive hub page that introduces the broader topic and links out to supporting spoke pages that dive deeper into specific facets.
Each spoke page should focus on one clear angle and develop it thoroughly enough to establish distinct purpose and query intent. Because user questions branch in different directions, covering multiple angles helps expand your overall topical reach.
Link related spoke pages to one another where it makes sense, and consistently back to the hub as the central reference point. This reinforces how your content connects and gives AI systems clearer signals about the relationships between topics.
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Optimize for chunk-level retrieval
Don’t rely on using the whole page for context. Each chunk should be independently understandable.
Keep passages semantically tight and self-contained. Use one idea per section and keep each passage tightly focused on a single concept — as Our Family Wizard did here:
Optimize for answer synthesis
Summarize complex ideas clearly, then expand with a clearly structured “Summary” or “Key takeaways”. Start answers with a direct, concise sentence. Favor a plain, factual, non-promotional tone.
This formatting, from Baseten, puts an easily digested TL;DR right at the top of a post explaining AI inference:
Dig deeper: How to keep your content fresh in the age of AI
How will humans react to that formatting?
Start with the premise that AI readability is about clarity, not gimmicks, and this approach has tons of appeal to humans looking to quickly understand the content they’re consuming.
AI systems favor content where:
- Answers are named, not inferred.
- Sections have clear intent.
- Key…
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