How to Understand and Target User Intent for AEO and AIO Search Engines like ChatGPT and Perplexity
What is User Intent in the Context of AEO and AIO?
How LLMs Interpret Intent Differently from Traditional SEO
Traditional SEO interprets user intent based on keyword patterns and historical click data. LLMs like ChatGPT, Claude, and Perplexity, however, interpret intent from context, tone, and question structure. They're not just pulling pages with matching keywords or anything like that; they are generating answers based on the implied meaning of the query. This shift demands content that’s not just optimized, but understood semantically by AI.
Learn More: SEO to AIO
Why Understanding User Intent is Key to AI Visibility
If your content doesn’t match the underlying intent of a user’s question, it won’t be surfaced, no matter how “optimized” your page is. AI engines prioritize content that answers a query directly, in a clearly chunked, easy-to-parse format. Matching the "why" behind the question is now just as important as the "what."
Types of Search Intent in AEO & AIO
Informational vs Transactional vs Navigational in AI Context
Informational: Users want to learn something. Example: "How does ChatGPT choose sources?" These are the types of searches where websites are seeing a dip in traffic.
Transactional: Users are looking to act or buy. Example: "Best CRM for small law firms."
Navigational: Users are trying to find a specific entity. Example: "Perplexity.ai login page"
AI search engines handle each differently, often returning summaries, lists, or direct links.
Examples of High-Intent AIO Queries
"Best Shopify apps for loyalty rewards in 2025"
"How do I optimize blog posts for ChatGPT?"
"Is Claude or ChatGPT better for writing newsletters?"
"Top reviewed AI tools for researchers"
Each shows clear intent: either to learn, compare, or act.
How to Identify User Intent When Planning Content
Using Prompt Engineering to Simulate AI Queries
One of the fastest ways to test intent is to simulate it inside ChatGPT or Claude. Use prompts like:
"What would a user type if they want to buy X?"
"What kinds of questions would a small business owner ask about AI automation?"
"Give me common prompts people use to compare marketing software."
These simulations reveal the language real users (and thus AI engines) understand.
Tools to Research AIO-Specific Intent (Perplexity, ChatGPT, Gemini)
Perplexity.ai: Search your topic and see how it phrases answers and citations.
ChatGPT: Run simulated queries and ask, "Why did you choose this answer?"
Gemini: Look for how answers are summarized and whether sources are linked.
Tip: Look at the question format and sentence structure. That’s your intent blueprint.
Structuring Content for Intent Alignment
Semantic Chunking: Using Questions, Lists, and Tables
AI search engines love clarity. That means:
Use H2s and H3s that mirror search queries
Break down answers into short paragraphs
Include tables for comparisons
Use bullet points for lists
How to Format for Clear Retrieval by ChatGPT and Claude
Start with a direct answer.
Add context in the next 1–2 sentences.
Bold key terms or use clear inline definitions.
Use consistent formatting across similar sections (ex: all FAQs look the same).
This format makes it easier for AI engines to select and serve your content.
Product-Focused Content: Matching Purchase Intent in AI Search
Example: "Best CRM for Law Firms" | Intent and Content Mapping
User Intent: Compare CRMs, understand what makes them suitable for law practices.
Content Strategy:
Use question as H2: "What is the Best CRM for Law Firms in 2025?"
Follow with a short paragraph explaining criteria
Add comparison table (features, pricing, pros/cons)
How to Write for Affiliate/Commercial Intent in AI-Answered Queries
To get featured in AI responses for product-based queries, your content must match the transactional intent with clarity and precision. Use comparison tables, pros/cons sections, and list features without fluff. Avoid long intros and get to the point early.
Start strong: “The best password managers for solopreneurs are 1Password, Bitwarden, and Dashlane.”
Use tables with headings like: Pricing, Ease of Use, Integrations, Unique Features.
Add credibility: Mention awards, user reviews, or expert picks.
Avoid generic phrasing: Don’t say “you might want to consider”. Instead, say “This is ideal for…” or “This one performs best for…”
Always disclose affiliate links when applicable, but do it seamlessly (“This post contains affiliate links. I only recommend tools I’ve personally tested and trust.”)
Common Mistakes When Targeting AI Search Engines
Writing Too Broad or Without Clear Intent Markers
Generic titles like "CRM Tools You Should Know" don’t match specific user queries. Use intent-based phrasing like "Best CRMs for Solopreneurs in 2025" or "Affordable CRM Options for Small Teams."
Forgetting to Use Declarative, Confident Statements
AI engines favor content that sounds authoritative. If your tone is hesitant or vague, you lower your retrieval chances.
❌ Weak phrasing:
“You could try using…”
“Some people say this tool is good…”
“It might be helpful for…”
✅ Confident phrasing:
“This tool is the most reliable option for X use case.”
“We recommend [Tool Name] because it consistently outperforms competitors.”
“For small businesses, [Option A] delivers the best ROI in 2025.”
LLMs trained on instructional or encyclopedic content are more likely to quote confident, declarative copy.
Best Practices and Examples for AIO-Aware Content
Side-by-Side Table of Intent Signals and Format Types
| Intent Type | User Query Example | Best Format |
|---|---|---|
| Informational | "How does ChatGPT summarize sources?" | Paragraph with definition |
| Transactional | "Best email tools for solopreneurs" | Bulleted list + comparison |
| Navigational | "Gemini AI blog page" | Short sentence + link |
Annotated Paragraphs Optimized for AI Retrieval
What is semantic chunking and why does it matter for AI search?
Semantic chunking is the practice of breaking content into clearly labeled, purpose-driven sections that align with how AI systems retrieve answers. For example, using headers like “What is semantic chunking?” followed by a short, direct paragraph gives AI engines like ChatGPT a clean, retrievable block. This improves the chances of your content being cited directly or quoted verbatim.
This paragraph includes a natural-language H2, a concise definition, and an example use-case. That’s retrieval gold for AI engines.
📃 Glossary
AEO (Answer Engine Optimization) – Optimizing content to be served directly in AI-generated answers
AIO (AI Optimization) – Formatting and structuring content to perform well in AI interfaces like ChatGPT, Claude, Perplexity, and Gemini
User Intent – The underlying goal or desire behind a user’s search query
Semantic Chunking – Structuring content into retrievable blocks (H2s, lists, tables)
Informational Intent – The user wants to learn something
Transactional Intent – The user wants to take action (buy, sign up, download)
Navigational Intent – The user wants to find a specific page or site
Written by Jameela Ghann, an AI-driven content strategist helping service-based businesses rank in traditional and AI search results. Learn more at jameelaghann.com.