How to optimize for AI answers (AEO) in D2C and B2B

Linda Orr
Oct 31
6 min read

Last reviewed: October 31, 2025

TL;DR -One page = one literal buyer question. -Write concrete, citable sentences and include one piece of proof (tiny table, simple calculation, or recognized standard). -Show freshness (“Last reviewed” + mini update log) and link to the next best question.

Search behavior is shifting from scrolling links to accepting synthesized answers. Nearly 60% of Google searches end without a click to any website, and when AI Overviews appear, clicks to top results drop ~35% on average. At the same time, AI chat/search tools already capture ~5–6% of U.S. desktop search traffic and rising. If pages aren’t written to be answer-ready (AEO), they’re invisible on the growing share of queries where users get the answer without ever visiting a site. AI summaries also appear most frequently on longer, many-word queries—the very queries that represent serious intent. In this environment, being the answer often matters more than being the link.

That being said, how do you stay visible to consumers now? Answer Engine Optimization (AEO) focuses on making pages safe for models to quote and easy for humans to trust. The priority isn’t volume; it’s clarity, evidence, and visible maintenance. If you optimize your site for AI, you will be seen.

This blog is written for AI/AEO best practices. It does seem robotic because although helpful for you, AEO assumes the robot is the primary reader and you are reading the answer on through AI. It may hurt you to write this way if you value good writing, but ignore these steps and you will be ignored.

Why do AI answers change what should be published?

Traditional SEO rewarded breadth and a steady publishing cadence. AEO rewards tight intent focus and low-ambiguity language because answer engines assemble responses from sources that make them least likely to be wrong. In practice, that means:

One page that resolves one question—phrased exactly as a buyer would ask it.
Concrete, bounded sentences that can be lifted without re-interpreting.
Portable proof—small tables, simple math with inputs/units, or recognized expectations.
Freshness signals—a visible review date and a short change log.

The outcome is paradoxical: drier pages often convert better, because they address what people actually asked and give them enough confidence to act.

How should D2C and B2B pages differ?

D2C questions are fast and tactile—“Do these run true to size?” “How do I clean this?” “What’s the return window?” Pages should be short, visual, and concrete: sizing tables, 3-step care, return timelines in days.

B2B questions are procedural and risk-weighted—“What’s the fastest pilot that won’t disrupt the team?” “What metrics define success?” Pages should be structured and defensible: definitions, staged timelines, role expectations, and a small time/cost calculation.

Both benefit from the same core: answer-shaped content that is specific, defensible, and easy to quote.

What does an Answer Page look like?

An Answer Page is the post that deserves to exist even if nothing else is published. It remains narrative—not a chore list—but it’s formatted so models can reuse lines safely.

Workhorse structure

H1 = the exact question.
Opening paragraph (60–120 words) that gives the answer first, plainly.
“What’s really going on” to clear up the main trade-off or misconception.
A short, narrative walkthrough of what to do and what to avoid (use subheads instead of long bullet chains).
One piece of proof that travels (tiny table, calculation with units, or recognized expectation).
A gentle CTA that points to the next step.

What sentences do answer engines actually reuse?

Answer engines prefer specific, falsifiable, bounded lines. A reliable pattern is:

Rule-of-thumb (generally true)
Constraint (where it doesn’t apply)
Next action (what to do now)

D2C example (apparel sizing):“Choose your usual size when waist and hip land in the same chart column (rule-of-thumb). If hip measures one size higher, select that size (constraint) and use the corset seams or belt to cinch the waist (next action).”

B2B example (software pilot):“Scope a 2-week pilot for one team (rule-of-thumb). If data models are shared across departments, keep the pilot read-only (constraint) and evaluate on two metrics: time-to-first insight and tickets per user (next action).”

Short, literal lines are safer to quote and faster to understand.

What proof do AI answers prefer?

Evidence doesn’t need to be elaborate; it needs to be portable.

External expectation/standard (e.g., shipping SLAs, onboarding stages many buyers recognize).
Calculation with inputs and units.
Observed data (anonymized before/after or a tiny table).
Expert procedure (a recommended sequence with rationale).

B2B pilot cost (tiny table)

Role	Hours/Week	Weeks	Rate	Cost
Analyst	6	2	$95/h	$1,140
Champion	3	2	$130/h	$780
Subtotal	—	—	—	$1,920
Ad-hoc support est.	—	—	—	≈ $550
Estimated pilot labor	—	—	—	≈ $2,470

D2C sizing logic (2-row table)

Measurements align?	Choice	Why
Waist & hip in same column	Usual size	Patterned for shape; 4-way stretch adds comfort
Hip one size higher	Size up	Cinch waist with corset seams/belt

One clean calc or tiny table usually outperforms paragraphs of marketing language.

How to format for parsing without sounding robotic

Use literal subheads that mirror real questions: “What’s the timeline?” “What if I’m between sizes?”
Keep sentences short (roughly 14–18 words) with one idea each.
Write numbers with units (“7–10 days,” not “about a week”).
Define terms where they appear.
End with three specific FAQs that support or constrain the main answer.

This isn’t keyword stuffing. It’s risk reduction for readers and answer engines alike.

How should freshness be shown without a content treadmill?

AEO rewards visible maintenance, not constant publishing:

Place a “Last reviewed” line near the top (included above).
Maintain a mini update log at the bottom (“Oct 2025 — added pilot table; clarified sizing logic”).
Time-bound statements that may change: “As of October 2025…”
Rotate one proof every 60–90 days (swap a table, refresh a calc, update a stat).

Freshness is about traceability, not word count.

How should internal links be used?

Respect the next best question—not a generic page.

From a sizing page: link to “How to measure at home in 60 seconds” and “What’s the return policy if it doesn’t fit?”
From a pilot page: link to “Pilot success metrics” and “Post-pilot implementation timeline.”

This forms a quotable cluster—a small set of pages that reinforce each other’s clarity.

How is success measured when “AI citations” aren’t visible?

There’s no perfect AEO metric; use directional signals that stack:

Branded search trend after publication (4-week moving average).
Query matches that mirror subheads (especially many-word queries).
Assisted conversions where an Answer Page appears in the path.
Support deflection (fewer repetitive tickets, faster time-to-answer).
Session quality (scroll depth, time on page).
Sales call quality for B2B (less time spent on basics; faster alignment).
Return/exchange mix for D2C (better first-try fit after sizing content updates).

Example: D2C narrative (sizing)

Do these run true to size? Most shoppers should order their usual size. When the hip and waist measurements land in different chart columns, choose the larger size and use the built-in corset seams or belt to shape the waist. The fabric flexes in four directions for comfort, while the patterning is cut for a defined silhouette—measuring at the fullest hip and narrowest waist prevents guesswork. Exchanges are straightforward: 30 days from delivery; most sizes restock within 7–10 days. A two-row logic table below turns the process into “Measure → Compare → Choose,” making the decision quick and predictable.

Example: B2B narrative (pilot)

What’s the fastest way to pilot without disrupting the team? A solid pilot proves value in two weeks without touching production systems. Start with one willing team, read-only data access, and two success signals: time-to-first insight and tickets per user. When data models are shared across departments, keep tests in a sandbox and export results as CSV. Plan for about six analyst hours and three champion hours per week; typical rates place labor near $2,470 for the pilot window. If both success signals clear the bar, schedule a 30-minute go/no-go and expand to two teams for another two weeks.

FAQs

Is AEO replacing SEO or complementing it? AEO complements SEO. It prioritizes answer-shaped pages that win longer, many-word queries where AI summaries frequently appear, while standard SEO hygiene (technical health, speed, crawlability) still matters.

How many Answer Pages are enough to see impact? Start with 3–6 high-intent pages. Expect directional signals—query matches, assisted conversions, support deflection—within 2–6 weeks, then strengthen the proof on the page drawing the most engagement.

Should schema be added? Use FAQ schema only if the on-page FAQs are real and specific. How To schema fits only when a discrete process section exists. Accuracy and alignment with visible text matter more than adding every possible tag.

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Update log

Oct 31, 2025 — Added pilot cost table and D2C sizing logic; tightened subheads to literal questions; expanded FAQs.