AEO: becoming the answer to the questions families ask
Answer Engine Optimisation is the practice of organising your content so that search engines and assistants can lift a clear, accurate answer directly from your pages.
What we usually find
Families increasingly type full questions: 'how much does residential care cost in Leeds', 'can a couple share a room in a care home', 'what is the difference between residential and nursing care'. If your site does not answer those questions plainly, someone else's does, and that is the site they visit.
What changes
Pages and FAQs that answer the real questions in plain English, structured so that they can be surfaced in featured snippets, People Also Ask boxes and voice assistants.
What the work involves
Question research
The questions families ask at each stage, from first worry to choosing a room, drawn from search data, enquiry calls and your managers.
Answer-first content
Clear, direct answers at the top of relevant pages, followed by the detail.
Content organisation
FAQ sections, glossary pages and guides organised so each answer is easy to find and to cite.
Structured information
Appropriate structured data (for example FAQ, organisation and local business markup) applied accurately.
Practical examples
A fees page that states ranges and what is included. A 'what happens when needs change' page. A 'day in the life' page for each home.
Monitoring
Tracking which questions you appear for and how that changes over time.
Why this matters in care
Care decisions are full of questions that families are embarrassed to ask out loud. Answering them clearly online builds trust before the first call and reduces the time your team spends repeating the same explanations.
How it fits
AEO work runs within the SEO and content programme rather than as a separate retainer. It shares the same research and reporting.
Sally is a very knowledgeable and experienced marketer with hands on experience in the care sector and it shows.
Sally is refreshingly direct and straight talking for a marketing person. At the same time, she's easy to work with and fully engaged with the trials and tribulations of the board.
Questions about AEO
Is AEO just FAQs?
Does AEO replace SEO?
Can you guarantee we will appear in featured snippets?
One practical idea, every week
Written for owners, directors and marketers in care. Each edition gives you one thing to do that week, one example of it working and one question to ask your team. No spam. We're too busy filling empty beds.
Let's talk about AEO
Tell us about your homes and what you have tried. We will say plainly whether this service is the right place to start, or whether something else would move occupancy faster.