Answer Engine Optimisation
Search isn't just about SEO anymore - of course there is still a place for it, but for most businesses, the landscape now encompasses multiple ways of surfacing content and multiple ways users are looking for it.
Answer Engine Optimisation (AEO) is the biggest change to the industry during my time in it (apart from the introduction of PPC - they said SEO was dead then, too) and it can be tricky to navigate such a new form of user behaviour without first-hand experience, technical context and the time for consumer research. That's where I come in.
As well as first-hand experience of briefing and optimising content for LLMs on behalf of household name consumer brands, I have also completed a course in Marketing Engineering with one of the world's leading AI search platforms.
What is Answer Engine Optimisation (AEO)?
AEO vs SEO
Acronym, anyone? My approach to search strategy in 2026 is what I prefer to call 'Search Intelligence' because it encompasses all forms of optimisation in this current landscape, prioritising consumer behaviour and meeting users where they are. Answer Engine Optimisation refers to search via Large Language Models (LLMs) like ChatGPT, Claude or Gemini, as well as within Google's own AI Overviews (AIOs). Traditional SEO focuses on organic rankings within the blue links on Google.
Why it matters
60%
of searches on Google now do not result in a click through to a website (thanks, AIOs)
37%
of users now start their searches with an LLM instead of a traditional search engine
70%
of businesses say they've made a higher return on investment from pivoting to AI SEO
Data July 2026, Search Logistics
What we're going to do about it
Where is your audience?
First and foremost, it's about meeting your audience where they are. Users engage with different tools depending on what they're looking for, so first we must look at intent. Are your prospective website visitors or buyers using Google, LLMs or even social to look for what you're offering? We'll start here.
AI visibility audit
How's it going? Once we know where your customers are, we can start planning how to meet them there with the right content at the right time. If we discover that they're still predominantly Googling, a traditional SEO strategy is going to be the right route. But if we uncover that lots of your audience are pivoting to researching about you in LLMs, or that you're losing traffic to Google AI Overviews, it's time to have a dig into your AI search visibility.
AI content strategy, briefing and optimisation
Much like in traditional SEO, knowing what people are searching for is pivotal. This part of the process will uncover how people are using AI tools to research the topics, products or services that you are providing. Once I have this data, I can create briefs for your team to write content specifically targeting AI models, or optimisation recommendations for content you already have.