From Search Engines to Answer Engines – What Your Business Needs to Know
With AI playing an increasingly prominent role in Marketing, and having attended a webinar discussing the rise of AI answer engines in comparison to Search engine results, we asked AI to write a blog based on our reflections. Here's what it came up with.... (perhaps not quite written as we would write, but definitely with the correct advice!)
As a marketing agency that prides itself on staying ahead of the curve, we’ve been closely watching the rapid evolution of digital search—and we believe it’s time businesses start thinking beyond traditional SEO.
We recently attended a Chartered Institute of Marketing (CIM) webinar titled “From Search to AI Answer Engines”, which sparked a number of important insights we’re now sharing with clients. The takeaway? Search is evolving. Fast. And businesses must evolve with it.
The Rise of AEO – Answer Engine Optimisation
Where traditional SEO was about optimising your website to climb the ranks of search engine results pages (SERPs), AEO—Answer Engine Optimisation—is about crafting content that can directly answer user queries, often before a user even lands on your website.
AI-driven platforms like ChatGPT, Perplexity, and even Google’s own AI Overviews are changing the game. These engines don’t just list web pages; they synthesise answers. Increasingly, the “zero-click” phenomenon means users get what they need straight from the AI interface, without clicking through to the source.
And this shift is already having a profound impact on visibility. Even when a company ranks well organically, it’s often pushed down the page by:
- AI-generated answers
- Sponsored ads
- Google Maps/local listings
In this crowded space, organic SEO alone is no longer enough, especially for businesses targeting national visibility.
So, What Can Businesses Do?
We’re adjusting our approach with clients based on this new reality, and here’s how your business can do the same:
- Ask—and Answer—Better Questions
AI thrives on content that directly answers specific queries. Reframing your web content to include question-led headings and clear, helpful responses can make it easier for AI to surface your business in its answers.
- Focus on Educational and Actionable Content
“How-to” guides, FAQs, and expert insights are all goldmines for AEO. These content types not only serve human visitors but are also more likely to be picked up by AI systems looking for authoritative responses.
- Lean into Digital PR
Authority matters. AI systems favour content from reputable sources. That’s why we’re encouraging clients to pursue more guest posting, interviews, and thought leadership across the web. These backlinks and mentions enhance credibility with both search engines and AI.
- Create Content for Robots and Humans
Concise, structured, and scannable content performs better. Think short paragraphs, bullet points, and clearly labelled sections. It’s not just user-friendly—it’s AI-friendly.
- Watch the Data
We’ve been exploring how platforms like ChatGPT are impacting traffic, and in GA4 (Google Analytics 4), it’s now possible to see emerging patterns. We’re already running reports for clients to track this new type of traffic and learn where AEO might be working.
Is SEO Dead? Not Quite. But It’s Changing.
Let’s be clear—SEO isn’t going away. It’s still a best practice for indexing, website health, and driving targeted traffic. But it’s no longer the only game in town. We’re advising clients to view SEO as a foundational strategy, with AEO layered on top for the AI-driven world we’re now in.
For example, while many of our clients still benefit from Google Ads, especially during visibility slumps, we’re seeing diminishing returns from long-term SEO-only strategies. The landscape has shifted, and now is the time to adapt.
What This Means for B2B and B2C Businesses
While we primarily work with B2B companies, it’s clear that B2C brands will be the first to feel the impact of AI-driven answers. Consumer behaviour is changing rapidly, especially when convenience is king. If your website can’t provide quick, AI-digestible value, you risk being overlooked entirely.
Interestingly, we also noted during the webinar that AI ads are not yet rolled out in the UK, though platforms like Perplexity have begun experimenting in the US. This space will evolve quickly, and we’re keeping a close eye on developments.
The Bottom Line
The move from SEO to AEO isn’t about replacing one strategy with another—it’s about evolving your digital presence for how people (and machines) interact with the web today. If your current content isn’t optimised for AI-driven discovery, you could be missing a critical opportunity. As your marketing partner, we’re here to help you make this transition—intelligently, strategically, and ahead of the curve.
