AEO Foundation Playbook
Which buyer questions should your brand answer first?
Buyers don't start with your product page. They start by asking AI systems a small set of shortlist questions: what this is, whether it fits their company, how it compares, and whether it's credible enough to trust.
Your job is to make those answers easy to find, easy to cite, and hard to misunderstand.
First priority
Start with shortlist questions, not broad traffic
Multiple sources point to the same early buying questions: what the product is, whether it fits companies like mine, why it's better than alternatives, what proof exists, and who else confirms it.
For AEO, the first priority is high-intent consideration questions AI systems can reuse in summaries and recommendations: category fit, comparisons, use cases, pricing logic, implementation, security, and proof.
Shortlist content cluster
Question map
Use this question map to structure your first content cluster around shortlist decisions.
| Buyer question | What the AI system needs to know | Best page type |
|---|---|---|
| What is this? | Clear category definition and positioning | Homepage or category page |
| Is it for companies like ours? | ICP fit, use cases, and exclusions | "Best for" / "Not for" page |
| Why choose it over alternatives? | Differentiation and tradeoffs | Comparison page |
| What proof do you have? | Case studies, metrics, logos, testimonials | Case study / proof page |
| Can it work with our stack? | Integrations, implementation, technical fit | Integration page |
| What does it cost? | Pricing logic and buying ranges | Pricing page |
| Is it safe and credible? | Security, compliance, trust signals | Security / trust page |
| What results can we expect? | ROI, outcomes, timelines | ROI page |
What is this?
- AI needs
- Clear category definition and positioning
- Best page type
- Homepage or category page
Is it for companies like ours?
- AI needs
- ICP fit, use cases, and exclusions
- Best page type
- "Best for" / "Not for" page
Why choose it over alternatives?
- AI needs
- Differentiation and tradeoffs
- Best page type
- Comparison page
What proof do you have?
- AI needs
- Case studies, metrics, logos, testimonials
- Best page type
- Case study / proof page
Can it work with our stack?
- AI needs
- Integrations, implementation, technical fit
- Best page type
- Integration page
What does it cost?
- AI needs
- Pricing logic and buying ranges
- Best page type
- Pricing page
Is it safe and credible?
- AI needs
- Security, compliance, trust signals
- Best page type
- Security / trust page
What results can we expect?
- AI needs
- ROI, outcomes, timelines
- Best page type
- ROI page
Publishing plan
What to build, in order
The pages below cover every question in the map. Some early pages combine related questions - proof, security, and ROI all live on one trust-focused page - to keep the first rollout to seven pages instead of eight. Each page should answer its core question in the first sentence, then expand with evidence and structured formatting that's easy for answer engines to cite.
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Category page
Define the category, the problem, and where your brand fits.
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"Best for" / "Not for" page
Make ICP fit, strong use cases, and exclusions explicit.
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Comparison page
Explain differentiation, alternatives, tradeoffs, and decision criteria.
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Pricing page
Clarify pricing logic, packaging, ranges, and buyer expectations.
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Integration page
Show technical fit, implementation paths, and stack compatibility.
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Proof, trust & ROI page
Collect case evidence, metrics, security signals, and outcomes in one place.
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FAQ page
Answer buyer-language questions directly, in short, reusable answers.
That sequence mirrors how buyers move from "What is this?" to "Why should I trust it?" to "Can it work for us?" - before they ever speak to sales.
Next step
Build the pages AI systems can confidently cite
Start with the shortlist questions, answer them directly, and support every claim with proof buyers can verify.