Writing for Answers Without Sounding Robotic
Let’s be honest ~ most content that’s written to rank feels like it was written by a toaster. The rise of Answer Engine Optimization (AEO) has only amplified that problem. Brands are chasing “the answer” at the cost of personality, tone, and charm.
But here’s the thing: you don’t have to sound like a search engine to get picked up by one.
In fact, your brand voice might be the very thing that makes your answer stand out.
Answers, But Make Them You
AEO is all about structuring content that machines can understand. But humans still have to want to read it. That means writing with clarity, brevity, and—most importantly—style.
How to make it work:
Start with a strong headline or H2 that reflects a real query
Lead with a clear, concise answer (think 1–2 sentences)
Follow with a branded breakdown that offers depth and voice
For example:
Q: What is AEO?
A: Answer Engine Optimization is the practice of structuring content to rank in AI-generated responses, voice search, and featured snippets.
Now explain it like your brand actually wrote it.
If you missed our intro post, start with What is AEO? for the full definition.
Don’t Let the Format Flatten You
Formatting for AEO doesn’t mean forfeiting personality. You can still be:
Funny
Clever
Informative
Slightly smug (in the best way)
Use tools like:
Branded analogies or metaphors
Parentheticals (sparingly) to add flavor
CTA language that feels like a wink, not a pitch
See what we mean in our Live Commerce x Dior blog post. The content still informs, but it feels like us.
Rewrite Your FAQs (Yes, All of Them)
FAQs are AEO goldmines. But most brands treat them like an afterthought.
Here’s how to fix that:
Ditch vague headers like “Shipping” and “Returns”
Use full-question phrasing like “How long does shipping take?”
Add a 2–3 sentence explanation that includes keywords and your brand’s tone
Make it scannable with bullets or bolded keywords
You’d be surprised how many voice assistants and AI tools pull straight from a good FAQ page.
Talk Like a Human. Optimize Like a Nerd.
That’s the balance. You want to structure content so the bots love it—but write it like you’re talking to your favorite customer.
Don’t repeat keywords just to “help Google”
Don’t write sentences that sound like a legal disclaimer
Do write answers that make your brand unforgettable
Want to see structured content meet brand voice? Check out our Sake High! migration where clarity and character coexist beautifully.
Stay Smart. Stay You.
Your brand voice is an asset, not a liability. When used correctly, it becomes the reason your answer is chosen—not skipped.
Need help structuring your content for AEO without sounding like a spreadsheet? Contact WMD and let’s make your words work harder.
And for more strategy-first, brand-powered content tips, subscribe to our newsletter and unlock the rest of our AEO series.
