On today's episode of Marketing Unzipped we're talking about Answer Engine Optimisation or AEO. This is something that is quietly disrupting the way we think about SEO and it's a fundamental rethink of how visibility online actually works.

For the last two decades, search engine optimisation has shaped how we write content, structure websites, and compete for attention. But something’s shifted – subtly at first, now unmistakably.

People no longer search the way they used to.

We’re seeing a profound change in behaviour. Users aren’t just typing keywords – they’re asking full questions in natural language. And they’re not necessarily looking for pages anymore – they’re looking for answers.

This shift marks the rise of what could be the next evolution in digital marketing: Answer Engine Optimisation.

And it’s not a gimmick. It’s a direct response to a new wave of AI-native tools and platforms that are fundamentally changing the traditional search experience.

AEO isn’t about replacing SEO – it’s about modernising it.

Search Engine Optimisation still matters. But now it needs a strategic counterpart. A framework that recognises the growing role of AI in shaping what gets seen, quoted, and trusted.

That’s why Answer Engine Optimisation matters.

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