If cracking the fundamentals of marketing for your business feels like a lot, when you add AI into the picture it can suddenly feel enormous.
SEO, AEO, schema marks-ups, brand authority…what does it all mean and how do you get it? Do you actually want or need it?
Because it’s marketing, we need a new acronym or initialisation every two minutes. Thus, AEO was born, or answer engine optimisation to give it its full name. Think ChatGPT, Claude, Co-pilot etc instead of Google or Bing.
Key takeaways on AI and marketing
Marketing fundamentals still apply in an AI world. Think ‘human first’. Identify your customer, their needs and how you can meet them. You still need to consider how you position yourself in the market before thinking about how AI enables you to do it.
People are content hungry. They want answers and they want them NOW! Create content that answers the problems your ideal customers have. Use the EEAT framework to guide you (this works for both SEO and AEO). Read this blog from SEMRUSH for more Google E-E-A-T: What It Is & How It Affects SEO
Understand and apply the technical requirements that AI looks for when searching for answers to display. Use specific, key phrases in your heading / first question and answer it in the first paragraph. No lengthy intros, readers can find out about your passion for the subject later.
Structure your web pages, blogs etc with FAQs, tables and headings so AI can easily search them. It’s a better user experience too. Remember, human first. There’s also a technical bit about schema markup which I’ll leave others far more qualified to explain.
Build, build, build…your brand! Yep, even the small brands can make gains. Clarity and consistency build awareness and authority that you know what you’re talking about and can be trusted (see point 2).
AI and marketing resources
Resources / people that I’ve found to be super helpful include:
Marketing meetup – weekly, free webinars
Webflow Resources
Chris Donnelly – free webinars on AEO and LinkedIn
Dave at Exit five – highly recommend signing up to his newsletter
Hubspot AEO grader
All the resources I’ve used have been the free versions. I have no affiliation or partnership with any of the above. Simply a case of them knowing their AI stuff, explaining it well, being widely recognised for it, which makes me trust them. See what I did there? I used EEAT and you can too!
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