Marketers are already getting AEO wrong, and most haven't even started yet.
On this week's Revenue Marketing Raw, Debbie and I dove into what's becoming the hottest topic in B2B marketing—Answer Engine Optimization. But here's the uncomfortable truth: if you're approaching AEO like SEO 2.0, you've already lost the game.
The Behavioral Shift You Can't Ignore
People aren't searching the way they used to. Yes, they still use Google—but now they're also talking to ChatGPT, Claude, and Perplexity like they're colleagues. Voice search now accounts for 60-65% of all queries. And even when buyers do use Google, AI-generated summaries push your carefully optimized content halfway down the page.
Here's what's worse: within three years, 80% of your current website traffic simply won't be coming anymore. They'll get what they need from AI responses—often without ever clicking through to your site.
If you don't recognize this shift, quite frankly, you don't need to be in marketing.
Forget Rankings. Build Trust.
SEO is about rankings, clicks, and conversions. AEO is none of those things.
AEO is about trust, authority, and presence. You need to be in the conversation—not driving people to a landing page. When someone asks ChatGPT for widget software recommendations, the AI pulls from sources it considers authoritative. Here's the kicker: those citations are rarely pointing to your website. They're pointing to Reddit threads, Quora discussions, G2 reviews, and third-party publications.
Reddit and Quora are the number one sources that AI bots use for training. And I'd wager barely a single B2B marketer has a Reddit strategy.
The Strategic Approach That Works
First, update your existing web pages. Add FAQ sections—AI bots love them. Add schema markup that helps bots understand and consume your content.
Second, think in topic clusters. Pick two to four subjects where you can go deep—genuinely deep. Build 100 questions around each topic, then create dedicated pages that answer those questions in a structured way that AI can parse: question, immediate answer, detailed information, relevant internal links, FAQ section.
Third—and this is where most marketers will balk—show up on Reddit and Quora. Not with bots. Not with AI-generated slop. With authentic, human engagement. The community self-polices. You'll get crucified if you try to automate your way in.
The ROI Is Real
This isn't theoretical. We've closed nearly half a million dollars in business from AEO-driven leads. These prospects are more qualified because they've already built trust through their research process. They don't need your 14-touch nurturing stream—they've educated themselves and they're ready to engage.
If you're actually applying yourself, you should see 20-30% of your pipeline coming from AEO within the next year.
The Bottom Line
No CFO is going to hand you extra budget for this. The shift to AEO means reallocating—cutting the crap that isn't working to invest in channels that are. Stop cranking out content nobody reads. Stop wasting money on technology nobody uses. Stop pouring resources into campaigns with zero return.
The principles of marketing haven't changed—we still need to drive revenue. But 20% of what we do must fundamentally shift. Buyers aren't coming to your website the way they used to. Either you meet them where they are, or you might as well shut down the marketing department entirely.
AEO isn't the next shiny object. It's the new reality. The question is whether you'll lead the change or get left behind.
Frequently Asked Questions
What does AEO stand for?
AEO stands for Answer Engine Optimization (sometimes called AI Engine Optimization). It's the practice of optimizing your content and online presence so that AI-powered tools like ChatGPT, Claude, Perplexity, and Google's AI summaries can find, understand, and cite your brand as an authoritative source.
How is AEO different from SEO?
SEO focuses on rankings, clicks, and conversions—driving traffic to your website. AEO focuses on trust, authority, and presence in AI-generated responses. With AEO, the goal isn't necessarily to get a click; it's to be part of the conversation when buyers are researching solutions through AI tools.
Where do AI bots pull their citations from?
AI bots prioritize sources they consider authoritative based on organic conversations and community validation. Reddit and Quora are among the top sources, followed by review sites like G2, third-party publications, and industry blogs. First-party content on your own website typically ranks lower unless you've built significant authority through structured content strategies.
How long does it take to see results from AEO?
Building authority takes time. You should start with optimizing existing web pages (adding FAQ sections and schema markup), then develop topic clusters with 100+ questions around two to four key subjects. Companies actively investing in AEO should expect to see 20-30% of their pipeline coming from these efforts within 12-18 months.
Can I automate my Reddit and Quora engagement?
No. These communities self-police aggressively, and you'll be called out immediately for AI-generated or inauthentic responses. Authentic human engagement is required. Set up alerts for relevant topics and participate genuinely in discussions—this is one area where shortcuts will backfire.
Ready to go deeper? Download The Complete Guide to Answer Engine Optimization (AEO)