Answer engine optimization could trigger the biggest shift in content marketing strategy since the keyword-stuffing days of early SEO in the mid-1990s. And yet, many CMOs aren’t giving AEO the attention it deserves.
In an industry that obsesses over new strategies (and acronyms — hello, SEO, CTA, UGC and CTR), why is AEO getting such a tepid reception? There are several reasons:
- It feels like a gimmick. Decades of tweaking SEO strategy have taught us that high-quality content must be marketing’s focus, regardless of new trends that demand we overhaul our processes.
- Traditional metrics make it look bad. AEO isn’t about measuring site traffic, downloads, or clicks – metrics that we’ve been taught are second only to sales and revenue. Without an obvious connection to web performance, AEO can feel irrelevant.
- It’s new and unproven. AEO best practices are still emerging and evolving. It feels risky to invest in a strategy that is changing so rapidly, especially one based on a technology known to “hallucinate” facts.
3 questions to ask yourself about AEO
Despite all these factors, delaying the development of an AEO strategy is a critical miss for marketing professionals. Every CMO should be asking themselves these questions.
Where do LLMs get their answers?
Understanding where large language models get the information they use to answer user queries is the first critical step toward comprehending the shift AI search will drive in marketing.
When your target audience asks ChatGPT a question about the solutions you offer, the AI draws on sites across the web. It relies heavily on expert analysis, explainers and well-structured solution comparisons. But your carefully crafted content isn’t necessarily among them. Why? If you’ve focused on highlighting features and assumed the buyer already knows how to frame their problem, your content doesn’t fall within ChatGPT’s narrow search parameters.
Which competitors are AI search tools mentioning instead of us?
You’re an experienced marketer; this isn’t your first rodeo. Your brand ranks consistently at the top of Google search results. So why does AI consistently cite information from your much smaller competitor?
- They publish clear answers to questions your buyers are asking
- They explain precisely when their solution is right (and when it isn’t)
- Their copy reads like expert guidance, not marketing buzzwords
In short, AI evaluates your authority. If you sound like a marketer or salesperson, you will be ignored in favor of someone with the voice of an expert.
How does our visibility in AI search affect brand trust?
Today’s buyers, especially in the B2B space, conduct the vast majority of their decision-making research before ever interacting with a salesperson. (In fact, many prefer an entirely rep-free purchase journey.) ChatGPT is a godsend for these prospects, letting them condense weeks of research into minutes of digital conversation. And brands that appear repeatedly in this neutral, educational context feel safer, more established and worthy of a spot on buyer shortlists.
A sales rep you didn’t hire (who doesn’t answer to you)
Whether we like it or not, AI visibility is becoming a proxy for credibility. Absence in LLMs search results is slowly eroding brands’ digital authority. ChatGPT is assuming the role of sales rep, answering prospect questions and eliminating the need for them to visit your site. And unless you’re a tech giant with your own popular AI tool (and let’s face it, even if you are), you have no direct control over what LLMs say – or don’t say – about you.
But your hands aren’t entirely tied. While you can’t just upload your brand’s LinkedIn page or product spec sheets to ChatGPT and call it a day, you can “educate” AI about your company: who you are, what you do, and that you’re a reliable source of high-value information.
Taking AI to school
This is where AEO comes in. Like SEO, it’s all about training machines to recognize the value you offer. (Bonus: many AEO best practices will also bolster your SEO strategy for a double win!)
What do you need to do to get on top of this?
Answer questions.
Making sure you answer questions that your prospects are likely to ask on their journey may feel too obvious to include, but take a look at your current content. How well does it correlate to top, middle or bottom-of-funnel queries?
- Top of funnel: General knowledge or preliminary research questions like “What is the best way to…” or “How do I…”
- Mid-funnel: Evaluative questions that often include requests for comparisons, pros and cons or details about implementation or pricing
- Bottom of funnel: Questions at this stage often focus on final validation: “Is X the best solution for…” or “What companies have successfully used this product to…”
Shifting your strategy from a focus on keywords to questions will provide AI and human visitors alike with valuable information that helps establish you as a trusted expert.
Improve your site.
If your SEO game is on point, you might already have this handled. LLMs object to poor site performance and accessibility as much as Google does. Review your site and address any of these issues immediately.
- Long load times (on desktop and mobile)
- Broken links
- Missing or incomplete schema markup
- Poor accessibility (missing alt text or confusing heading architecture)
Earn trust.
The content on your site isn’t the only factor LLMs consider when evaluating your authority. AI search tools examine your entire digital presence, how often you’re talked about online, what is said and how the digital world feels about your brand in general. Enhancing your brand reputation can involve steps as basic as claiming a Google Knowledge Graph entry or as complex as launching a full-scale digital PR campaign, complete with guest posts on industry sites, interviews, press releases and participation in social media forum discussions.
Measure progress.
We all know that metrics are a vital component of every successful marketing strategy. Audit your AEO strategy to set a baseline and track changes, monitoring data on:
- Visibility in AI search results
- Share of voice
- Citations
- Brand perception
- Leads and sales
Remember that AEO isn’t about increasing site traffic or asset downloads – many prospects who find you through tools like ChatGPT will only visit your site once they’re ready to convert.
The future of AI search remains undefined. It’s a space that lacks the certainty of best practices and processes we’ve grown attached to in the era of SEO. But while that can feel scary, it’s a massive opportunity for brands. Marketing leaders who act now will shape AEO’s evolution. Stragglers will merely inherit what early adopters create.
Which will you be?
Opinions expressed by SmartBrief contributors are their own.
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