AEO Guide: Optimize Existing Content
Improve Your Content Library's Retrievability
Expand your content’s visibility with targeted updates that make it easier for AI bots to crawl and bots.
In This Article
Additional Resources
Chances are, most of the content on your site predates answer engine optimization. Instead of feeling like you need to start from scratch to improve your visibility in AI search, begin by improving what you already have. Preserving the authority of your existing pages and optimizing them for retrieval is the shortest route to showing up in evolving search surfaces.
If you’re not sure where to start, prioritize pages most likely to benefit from retrieval improvements. Focus on content with existing authority, clear query alignment, and ties to revenue or conversions so you can validate changes quickly and apply what works across your optimization workflow.
With your priority pages identified, review structural formatting and topical coverage to pinpoint specific improvements.
1. Assess Structure and Format
AI Overviews and other RAG-enabled search tools retrieve content in semantic chunks. These tools are more likely to cite content that begins with a direct, self-contained answer free of internal links or “filler” language. Headings, organization, and link placement all affect how AI systems extract and cite your information. And how you structure your content matters just as much as what you say.
Heading Effectiveness
- Do headings match natural question phrasing that users actually search for?
- Is the heading hierarchy logical and consistent without skipping levels?
- Can you identify clear section boundaries?
- Do your sections function as standalone answers?
Content Organization
- Does each major section lead with a direct answer or key takeaway?
- Are paragraphs scannable (2-3 sentences)?
- Is your most valuable information presented in extractable formats like tables, bullets, and numbered lists?
Link Placement
- Are internal links interrupting sections you want AI to cite?
- Could strategic links be moved to introductions or transitions without losing SEO value?
- Are you linking to content that isn’t relevant to the topic?
2. Identify Content Gaps and Opportunities for Information Gain
AI systems expand single questions into related question clusters. Content that anticipates this query fan-out and provides comprehensive topic coverage performs better than pieces that only answer the initial question.
Being comprehensive isn’t enough, though. You also need to bring something new to the table. This can make your content worth citing over competitors.
Topic Coverage
- Does your content align with the semantic intent of the query?
- Are there obvious gaps where competitors provide information you don’t cover?
- Does your piece contain everything someone needs to understand the topic?
- Does the content address the full spectrum of questions users ask about this topic?
Information Gain
- Do you showcase your experience and expertise?
- What unique insights, data, or methodologies do you share?
- Does your content demonstrate comprehensive understanding that goes beyond surface-level coverage?
3. Make Structural and Content Improvements
Now that you’ve evaluated your content library, it’s time to draft your implementation plan. Note which pieces need specific updates and prioritize updates based on potential lift and your allotted resources.
Begin with structural fixes on a pilot set of 5-10 pages. If those updates aren’t enough to improve performance, invest more time in additional optimization.
Implement Structural Fixes
- Rewrite headings to match question-based language that aligns with actual search queries.
- Break dense paragraphs into scannable sections with clear topic sentences.
- Reorganize content to lead with answers rather than building to conclusions.
- Minimize links within the copy chunk you want cited.
- Relocate supporting links to intros, transitions, or a “Further reading” block so the answer text remains clean.
Enhance Content
- Add missing sections to address question gaps identified during your competitive analysis.
- Create tables, bullet points, or numbered lists for complex information that’s currently in paragraph form.
- Expand thin sections that provide incomplete coverage of important subtopics and showcase your expertise. Connect related content pieces.
- Incorporate original, creative examples to differentiate your content.
4. Measure and Iterate
As you implement changes, track results to understand which optimizations work best for your content and industry. Use these insights to refine your approach and document repeatable “best practices”.
Establish Baseline Metrics Before Optimizing
- Note AIO citation frequency for your target queries, rankings, users, and user engagement signals.
- For each page, mention the content type and any specifics that may impact performance.
- Screenshot any existing citations.
Track Post-Optimization Performance
Check in regularly, like every two weeks, and track changes to any of your baseline metrics. Screenshot any new or lost citations to analyze.
Analyze performance while keeping the types of optimizations you made and the content type in mind. This will help you create organizational best practices and more effectively roll out future content updates.
Standardize What Works
- Record which structural changes appeared to improve upon your baseline metrics.
- Note which content enhancements (added sections, new data, improved depth) made a difference.
As you validate what works with your initial set of pages, apply those techniques to remaining content. What you learn from early updates should guide future optimizations and turn retrievability practices into a repeatable part of your content workflows.
Content Strategy Lead
Jenny Hart applies the rigor of her reporting and writing background to content strategy, helping brands build trust and visibility through thoughtful, well-structured content.
Updated Jan 12, 2026
Continue Your AEO Journey
Show up everywhere your audience searches.
Increase brand awareness and engagement with a custom SEO and AEO strategy that puts you in front of prospects wherever they seek information.