What is Answer Engine Optimization (AEO)? | China Marketing Glossary

Detailed explanation

Answer Engine Optimization (AEO) is a search strategy focused on direct answers rather than only ranked links. AEO content is structured so search engines and AI systems can extract a concise answer, understand supporting context, and attribute the answer to a credible source.

In China, AEO applies to Baidu search, AI answer features, platform search, and content surfaces where users ask practical questions before making decisions. Effective AEO content uses clear headings, short answer paragraphs, definitions, examples, comparisons, and consistent entity information.

AEO is especially useful for categories where users ask specific decision questions: which hotel to book, which platform matters, how to compare brands, what policy applies, or how to contact a service provider.

Examples

• A Baidu-facing page answers 'how to book direct from China' in the first paragraph
• A RED guide uses question-led headings that match search behaviour
• A WeChat article explains cancellation, payment, and service policies in extractable sections