Forrester contributor Nikhil Lai has published an article featuring useful strategies on how to organize for Answer Engine Optimization.

He says, “Answer engine optimization (AEO) demands broader, more intensive collaboration than SEO, which runs on ad hoc coordination between content marketers, web developers, and paid search practitioners. AEO requires actionable insights flowing constantly across content marketing, web development, paid search, social media marketing, PR, and brand marketing.

AEO Needs A Center Of Excellence

AEO’s cross-silo collaboration requires a center of excellence (CoE) led by an evangelist who grasps the technical details of AEO as well as answer engines’ impacts on the top and middle of the funnel. AEO CoE leaders must be accountable to growing brands’ market share by making brands increasingly visible across answer engines. It’s on them to educate stakeholders about how to increase brands’ visibility, measure the quality of traffic sourced from answer engines, and earn cross-functional buy-in to content and technical AEO best practices.

AEO Makes Search More Social, Offsite, And Upper-Funnel

Collaboration between content marketing, IT, and paid search is core to AEO, as it was to SEO”.

Seven Roles, One Goal: How To Organize For Answer Engine Optimization

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