"AEO," the new game in online business, isn't just about being searched, but about being chosen by AI.

Online traffic on business websites worldwide has shrunk significantly after AI provided users with instant answers. Traditional SEO models are no longer sufficient; businesses must accelerate their adoption of AEO (Authorized Economics)./GEO leverages its own content to be selected by AI as solutions, leading to increased revenue, business opportunities, and growth.

The arrival of AI is transforming the structure of internet searching. Previously, businesses strived to appear in search engine results like Google so that customers could see their products and services. The more people who visited a business's website, the more revenue, business opportunities, and growth it generated.

However, the advent of AI has significantly changed consumer search behavior. Many users choose to use AI-powered tools like ChatGPT or Gemini, embedded in search engines, to get instant answers without having to click through to any websites.

This situation directly impacts the business models of companies worldwide, especially those that previously relied heavily on search engine traffic, because with the arrival of AI, the once massive online traffic has disappeared.

news agency BBC An article was published on this topic, featuring interviews with executives across various industries, all of whom shared the same view: what businesses need to adapt to urgently now is... "Making yourself visible in the answer." AI" This process is called... Answer Engine Optimization (AEO) Or sometimes called Generative Engine Optimization (GEO)

AEO and GEO refer to optimizing websites to rank higher in AI tools such as AI overview or tools like ChatGPT. These technologies are developed from AI systems called Large Language Models (LLMs). Many companies use AEO in conjunction with Search Engine Optimization (SEO), which focuses on improving website rankings on search engines.

A prime example is HubSpot, an American marketing software company that lost over 140 million visits in a single year, reflecting that even strong technology companies cannot avoid the shock of this transition.

Kipp Bodnar, Chief Marketing Officer of HubSpot. He told the BBC, "In the past, searching for information on the web might require clicking through many links, but now everyone is using AI more because it can access knowledge from around the world almost instantly."

Meanwhile, search engines are adding “AI overview” features to the top of search results, often providing users with immediate answers without having to click through to other websites. This has reduced the click-through rate of searches with AI overview by approximately 60% to 70%.

He also stated that companies now need to find ways to appear in AI-generated answers because AEO (Authorized Economic Operator) and GEO (Geographical Indication) help increase conversion rates and the quality of visitors. He further offered the perspective that "businesses that want to compete in the future need serious expertise in AEO and GEO."

Kipp Bodnar emphasized that it's crucial for businesses to understand the changing search behavior. Previously, users would type just a few words into Google, but with AI-powered searches, users type 40-60 words, indicating a highly specific need for results.

He cited the example of a campervan rental company in New Zealand, which may have started from users asking AI to help plan a complete family trip for five, including opportunities to see their favorite animals, and...

In order to be referenced in the answer, this company may need to publish an article about popular animals in New Zealand for children, written in natural language that aligns with the user's question, in order to be included in the user's answer.

This has enabled HubSpot to adapt quickly. While HubSpot already had in-depth content explaining its products and services, AI can now explain all of this. This has changed the content structure, transforming it into smaller pieces that are easier for AI to use. For example, if someone asks about the customer list management feature, the AI ​​can immediately find that specific information.

Kipp Bodnar told the BBC that AI currently accounts for approximately 7%-12% of HubSpot's monthly traffic, and he believes it will play an even more significant role in the future.

side Ann Lowe, Head of PR and Communications for Spice Kitchen. Companies selling ready-made spices share a similar perspective, emphasizing that adaptation is unavoidable for survival. They also stated that Spice Kitchen is currently creating a “content cluster” about the history of the spice trade to support new products.

“We wanted to see if we could reach AI search bots with this kind of content. It won't be a storefront, but more like a course for people who are looking for information, and in the process, they can get to know our brand. We're working closely with an agency like Lumos Digital.”

Nathan Pearson, co-founder of Lumos Digital. He told the BBC that... "In the past, we would customize product pages to attract customers when they were ready to buy. But now the focus is shifting to the research and decision-making phase, and we need to win over customers at that point."

He suggested that companies publish “buying guides,” such as a guide to long-distance running shoes, which should clearly rank products and highlight the best options, because AI likes this type of content.

Andy Pickup, Digital Director of MKM Building Supplies. A UK building materials wholesaler and retailer told the BBC: “People are visiting our website much less because they already have the answers from AI. They don’t need to come back to read articles on our site anymore, like how to install artificial grass or other topics. And if this trend continues, we could see website traffic drop to almost nothing.”

“We need to make sure that when people search for answers about construction work, these AI models will refer to us, not our competitors.” He emphasized the importance of making businesses appear as references in AI results and hoped this would increase the number of customers visiting stores to receive direct advice from staff.

Andy Pickup offered an interesting perspective: while Google remains the primary search engine, he believes AI like ChatGPT generates more traffic than Google's AI features. This represents a significant shift in user app usage behavior, as users are intentionally choosing not to use Google, despite its built-in AI, and opting instead for ChatGPT.

What MKM does is adopt a reactive strategy, creating articles about best-selling products for AI to reference, similar to SEO. This involves positioning itself as an expert and ensuring LLM (Learning Management) has complete information to provide comprehensive answers. Therefore, content isn't just about talking about the product, but explaining how the product solves problems for users.

He also said that for traditional search engines, keywords are important, but in the AI ​​era, businesses need to make sure AI can easily understand the meaning of the content. Therefore, MKM's new website features summaries, bullet points, and frequently asked questions (FAQ), with the core focus on making the content clear, concise, and easy to understand.

Behind the scenes, a sitemap is used to help the AI ​​bot navigate within the website easily. As a result, over the past year, traffic from MKM's AI has increased from almost none to double-digit figures, and continues to rise. Furthermore, users who come from AI are more likely to make purchases than users who come from search engines.

What the business sector told the BBC reflects an important picture:

Going forward, the competition will be measured by "who has the most reliable data and which AI chooses to use." The transition from SEO to AEO will not just be about adjusting marketing techniques, but a shift in the competitive landscape—from search results pages to providing AI-generated answers to users. What's happening now can be viewed as... "For a business to survive, it's not enough to simply be discovered; it must also be chosen as the answer.""

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refer : www.bbc.com , www.hubspot.com , www.spicekitchenuk.com , mkm.com