You may have heard the term "AEO" for the first time. While it may sound like a new and complex concept, it is actually an extension of the basic strategies we've discussed in this blog. In this article, we will simplify the meaning of AEO and focus on three actionable steps that ryokan owners can take starting today. For a more detailed background and mechanisms, please check out "How do ChatGPT and Perplexity introduce my ryokan? New SEO strategies for the AI search era".
What is AEO in a Nutshell?
AEO (Answer Engine Optimization) refers to the efforts made to ensure that information about your ryokan is more likely to be used as an "answer" by AI systems like ChatGPT and Perplexity when responding to queries.
While traditional SEO aimed to achieve high rankings in search results, AEO shifts the goal to having AI introduce your ryokan within conversations. Although this may sound complicated, it can be understood simply as ensuring that AI has accurate and detailed knowledge about your ryokan.
Why is This Relevant for Ryokans?
Many international travelers are increasingly asking AI tools like ChatGPT and Perplexity direct questions such as, "What are the recommended hot spring inns in Kyoto?" If the information the AI references is outdated or if your ryokan's information is not available at all, it may not even be considered as an option during their decision-making process.
Three Actions You Can Take Right Now
1. Organize Your FAQ Page in a "Question → Conclusion → Reason" Format
AI tends to quote text that provides concise answers to questions. By structuring each answer on your FAQ page to first present a conclusion (Yes/No or a specific answer) followed by reasons or additional details, you can make it easier for AI to understand your information. For specific writing examples, check out "How to Create Reassuring English FAQs".
2. Increase Exposure on Review Sites and Travel Media
AI considers not only the information on your own website but also ratings and mentions on external sites like TripAdvisor and Google reviews, as well as articles from travel media. Continuing to respond thoughtfully to reviews can build trust with guests and potentially improve your visibility in AI searches. You can also refer to "Leveraging TripAdvisor and Google Reviews for International SEO" for more insights.
3. Encourage Searches Using Your Ryokan's Name (Brand Name)
AI tends to prioritize well-known large establishments when asked vague questions like "recommended inns." However, when a specific ryokan name is mentioned, the AI must engage with that ryokan's information. By promoting your ryokan's name through social media and newsletters, you can help ensure that it is remembered, which will pay off in the medium to long term.
Conclusion: Building on Basics is Key
While AEO may seem to require complex technical solutions, it fundamentally relies on basic efforts like organizing FAQs, responding thoughtfully to reviews, and increasing brand name recognition. Start with these three actions and implement them where you can.
At Studio HAKO, our HAKO Scan service offers a free assessment of your readiness for international search. Begin by checking your current status.