We’ve been having some really interesting conversations lately with fellow creatives and marketers, especially around the rapidly expanding suite of AI-driven tools and benefits now at our fingertips.
But it’s not all upside. These chats have also touched on the disruptive impact AI is having across industries, and one recurring topic keeps coming up: the evolving landscape of SEO, specifically, the rise of Answer Engine Optimisation (AEO).
With tools like ChatGPT changing how people search, explore, and decide, it’s no longer just about ranking, it’s about being understood.
If your website content isn’t structured to provide clear, direct, and human-readable answers, it risks being overlooked, by both people and AI.
Here’s what’s changing:
- – People are asking more complex, conversational questions.
- – AI is scanning for precise, context-rich answers.
- – Generic marketing fluff simply gets ignored.
What your brand needs now is Answer Optimisation:
- – Speak in natural language that reflects real user queries.
- – Organise content around one clear question per section.
- – Lead with the answer, then provide detail.
- – Think in formats like FAQs, comparisons, definitions, and how-to guides.
- – Cut the fluff. Prioritise clarity and relevance.
Your website isn’t just a visual experience, it’s a knowledge hub. One that should serve your audience, perform in search, and be understood by AI.
Because in an era of instant, AI-powered answers, the brands that are winning are the same ones that show up first for relevance and clarity.
