Matrix · Headings
ContentOn-Page Structure & Schemalow effortmedium volatility
The myth
Question-style H2s (AEO) boost LLM answer inclusion.
The receipt says
Heading phrasing has near-zero effect on inclusion once source authority is controlled for.
Impact
3.5
How much this moves citations
Consensus
2.5
How much the industry agrees
Evidence
70%
Strength of underlying research
Engines
3
ChatGPT, Claude, Perplexity
Nuance
Do it for humans and traditional SERP features, not for generative citation.
Primary source
AEO-style question headings do not improve LLM answer inclusion
Expert commentaryChristopher S. Penn
Christopher Penn network graph analysis: H2/H3 phrasing has near-zero correlation with inclusion in ChatGPT/Claude answers once source authority is controlled for.
https://www.christopherspenn.com/aeo-heading-analysis ↗Published 2024-12-01 · Evidence 70%
Applies to
ChatGPTClaudePerplexity