For HealthTech companies, it’s getting increasingly difficult to reach providers and other decision-makers on the internet. Today, providers are getting more information about HealthTech solutions from AI platforms, voice assistants, and other tools that don’t require clicking into a website.
Answer engine optimization (AEO) is how leading HealthTech companies stay visible to providers, while ensuring that the information AI tools present about their solutions is accurate and compelling.
What Is AEO, and How Does It Work for HealthTech?
AEO (answer engine optimization) is a strategy that helps HealthTech companies position their content so it’s easily accessible by answer engines.
When providers ask a question to an AI platform like ChatGPT, Claude, or Google Gemini, these tools search the internet for a direct answer. The tool then displays the answer, without the user having to click into a website.
For HealthTech companies, that means that information about their solutions will be pulled outside of carefully crafted narratives and supporting information like proven results and social proof.
The purpose of an AEO strategy is to make sure that answers to questions about HealthTech solutions are factual and easy to understand when pulled into the “vacuum” of answer engine results.
What Are the Risks of Not Having an AEO Strategy?
Without a dedicated AEO strategy, HealthTech innovators may lose out on great opportunities for visibility with providers and other B2B healthcare decision-makers.
A great way to see where your company stands with answer engines is to ask an AI platform or voice assistant, “What are the best HealthTech solutions?” If your competitors’ names come up but yours doesn’t, putting an AEO strategy into action may help expand your company’s visibility within answer engines.
What Does a Successful AEO Strategy for HealthTech Look Like?
The two keys to AEO success for HealthTech companies are optimizing your content and the technical structure of your website for answer engines.
AEO-Optimized Content
Optimizing HealthTech content for AEO is all about answering provider questions quickly and efficiently.
Google recommends the following tips for optimizing content to enhance AEO visibility potential:
- Offer expert insights: Answer engines may prioritize content that goes beyond common knowledge and offers deep, expert-level insights from HealthTech leaders.
- Provide organization and structure: Content with clear navigation that is easy for readers to follow may also provide AEO benefits.
- Avoid low-quality content: Content that was generated using AI tools often fails to meet Google’s standards for Search and spam filtering, and may be excluded from answer engine results.
Technical Structure for AEO
The technical structure of your HealthTech website has a direct impact on your visibility to answer engines. While it’s not a guarantee that your website will be indexed and served to answer engines, it’s easier for AI tools to access your website if you implement behind-the-scenes optimizations.
Google recommends a handful of tips for the technical structure of your website to support AEO visibility, including:
- Meet the technical requirements for Search: For Google snippets specifically, you must allow Googlebot access and ensure that relevant pages on your website have indexable content.
- Ensure your content is crawlable: The HTML structure of your website impacts how search engine crawlers access and index your content. If your content is not easily crawlable, your visibility within AI tools may be limited.
- Leverage semantic HTML: Semantic HTML assigns meaning to each element on a webpage, like which elements are headers and which are supporting sections. Using semantic HTML can help screen readers and other types of tools navigate your webpages more efficiently.
Is Search Engine Optimization (SEO) Still Valuable for HealthTech?
Yes! AEO is not a replacement for SEO. Rather, AEO is an extension of SEO for HealthTech digital marketing.
Even though answer engines allow providers to get quick answers without ever clicking into a website, a website that is optimized for both SEO and AEO is more likely to show up in answer engine results. Building your website upon SEO and AEO best practices makes it more likely that providers will see your HealthTech solution show up in answer engine results.
SEO and AEO perform the vital role of making your website more visible to providers and other HealthTech decision-makers.
Build Your AEO Strategy With Jairus: A Dedicated HealthTech Marketing Agency
More and more providers are turning to answer engines to learn about HealthTech solutions. The companies with the greatest visibility are the ones that make an intentional plan for AEO, including content and website technical structure that are AEO-optimized.
Many HealthTech leaders lean on a specialized HealthTech marketing agency like Jairus to help them build an AEO strategy and gain visibility with industry decision-makers. Jairus delivers tailored, revenue-driven solutions that help HealthTech businesses grow and succeed.
Start building your AEO strategy with Jairus. Let’s talk.
