May 01, 2026

Finding information online has changed. In the past, if someone was looking for a real estate agent specializing in a certain niche or neighborhood, your website optimized with specific keywords helped you rank higher in their search results. Now, AI provides answers, eliminating the need, in some cases, to click on a website. This doesn’t mean it’s time to abandon your website. Instead, you or the company that helps you with your website can strategically restructure your content to continue to receive traffic from searches.

What To Know About AEO (Hint: It’s all about how you format)

Answer Engine Optimization (AEO) is the process of formatting website content so that AI tools can easily scan and analyze the information to provide answers to queries—whether that is at the top of search engines or through an Alexa or Siri-type voice assistant. Here are some design tips to get your content noticed:

• Adjust your HTML tags. Heading and subheading tags, such as H1, H2, and H3, help call out important information. Include questions or direct statements that prospective clients might ask or want to learn about.
• Follow heading and subheading tags with direct, concise answers. Don’t bury the answer. Begin with the most important information and then expand with details.
• Include lists. Organize your homeseller and buyer guides, key takeaways of market reports, and how-to blog content into numbered lists and bullet points.
• Present data in tables. Viewing data in tables is not only easier for humans to read; statistics and comparison tables are often referenced as examples in AI summaries.

Understanding GEO (Hint: It’s about showing you are credible)

Generative Engine Optimization (GEO) involves creating content that ChatGPT, Claude, Perplexity, and other AI models can use to generate responses. Here are ways to demonstrate to AI that you are an authority:

• Cover a topic comprehensively. Provide detailed information, including citations, sources, and links to relevant reports to support your claims.
• Keep current. It’s not just about adding new content; it’s essential to update any outdated information.
• Update your bio. Are you a native of the area? Do you have 15 years of experience in finding clients their dream home? This is your opportunity to toot your own horn. Incorporate your qualifications, designations, testimonials, and other related experiences.
• Be consistent across multiple channels. Although your content style may differ on LinkedIn and Instagram, your branding should remain consistent to establish your legitimacy. For example, use the same contact name, email address, and phone number across channels as listed on your website.

Don’t Stop Applying SEO (Search Engine Optimization)

Why is it still important to show up in an organic search? Because if an AI-generated description is too vague or not relevant, a website appearing higher in search results will provide searchers with the opportunity to learn more.

By implementing all three web optimization strategies, you increase your chances of attracting traffic to your website rather than a competitor’s.