It may sound like a dramatic headline, but the reality that marketers are waking up to, is that a not-so-quiet search revolution has happened in the blink of an eye — and gradually people are beginning to talk about it.
I'm still asked daily about keyword positioning and rankings on Google — but put bluntly, people are asking the wrong question.
The obsession with organic keyword rankings or impression share and top of page rate on Google Ads is distracting people from the reality of the new era of search — Answer Engine Optimisation (AEO).
Don't get me wrong, Search Engine optimisation (SEO) is relevant and while some say it’s dead, it’s still very much a key part of your Search Engine Marketing (SEM) and a cornerstone of good practice but not as a definitive digital strategy to drive growth.
Google tools can help improve your core SEO but it can't help you understand the needs of customers in terms of knowledge and purchase intent.
It all depends on how important your website is for business growth.
For example, if you need a great brochure website to refer potential and existing customers too, but you don't sell online or garner leads or are tender focused, then an SEO focused approach will likely work for you, while ensuring a good customer experience (CX) and positive reflection on your brand.
However, if your goal is to generate leads online or sell through eCommerce you cannot ignore this revolution in search, or if you do, you'll lag behind your competition.
AEO is all about what your customers want to know.
Do you know the top 5 questions people ask browsers about your product or industry?
Are you listed in generative (AI) search results?
What are your customers doing about this new form of search?
The answer to these three questions is freely available through several AI tools that accurately produce results almost instantly.
Some of the key points you need to address if AEO is to become part of your SEM strategy:
I know this sounds very technical, and I guess it is, but it’s underpinned by two simple questions: what do your potential customers need to know before they purchase? And what do existing customers need to know to keep buying?
AEO is not just about getting to the top of search results; it’s about providing high-quality, actionable answers that add value to your audience, making your website your new salesperson.
If you have a marketing agency, speak to them today.
The team at D&M Creative combines expertise in content strategy, technical SEO, and customer experience (CX) to help B2B companies build and execute effective AEO strategies.
If you want to know more, please email: m.rothwell@dandmcreative.com
In addition to over 20 years' experience with clients from a wide range of industries, I’m also a Chartered Marketer and Fellow with the Chartered Institute of Marketing, and am available for meetings free of charge to talk through the new wave of search, along with other new technologies that help with sales, and customer retention.
For existing clients of both D&M & Get Stoked, please call our studio on 01282 685 370 to discuss any questions, or feel free to call in for a chat: D&M Creative Limited, No.1 Vantage Court, Riverside Business Park, Riverside Way, Barrowford, Lancashire BB9 6BP United Kingdom.