A tectonic shift is underway in digital marketing, moving the centre of gravity from traditional Search Engine Optimisation (SEO) to Answer Engine Optimisation (AEO). While SEO prioritises clicks from search engine results pages, AEO focuses on achieving recommendations and citations within the responses of AI platforms like ChatGPT, Claude, and Google's AI Overviews. This transition is driven by rapidly changing user behaviour, with over 800 million people using ChatGPT weekly and more than 50% of B2B buyers leveraging AI tools for purchasing research before visiting a vendor's website.
