"Before 2024, I spent the better part of a decade focused on topping search engine result pages - and, frankly, I was great at it. I knew the ins and outs of keywords, schema, and even technical SEO aspects like site speed. But with the rise of AI, those skills were slowly becoming less urgent, for lack of a better word. (Cue marketer existential panic.)"
"Answer engine optimization (AEO) is the process of making your content easy for AI-powered systems - like Google AI Overviews and ChatGPT - to find, understand, and cite. Unlike traditional SEO, AEO focuses on direct answers, structured data, and authority signals that help your brand appear in zero-click results and AI summaries. To get started, map user questions, structure content for quick answers, add the right schema markup for AEO, and track your visibility with tools like HubSpot's AI Search Grader."
"Search and consumer behavior have changed dramatically. While traditional search engines still dominate, people increasingly turn to AI tools like ChatGPT to answer their questions. Heck, with 79% of those who already use AI for search believing it offers a better experience than traditional search engines, even Google has introduced AI overviews to stay competitive. But what about all my SEO glory? This shift demands a new approach."
Answer engine optimization (AEO) involves making content discoverable, understandable, and citable by AI systems such as Google AI Overviews and ChatGPT. Consumer search behavior is shifting toward AI tools, with a majority of AI search users preferring AI experiences and platforms adding AI summaries. AEO emphasizes direct answers, structured data, schema markup, and authority signals to earn placement in zero-click results and AI summaries. Practical steps include mapping user questions, structuring content for quick answers, implementing appropriate schema markup, and monitoring visibility with tools like HubSpot's AI Search Grader. Organizations must adapt content formats and measurement for AI-driven search outcomes.
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