Optimising for the Future of Search: Answer Engine Optimisation (AEO)

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Optimising for the Future of Search: Answer Engine Optimisation (AEO)

With the current Generative AI boom, we are witnessing a shift from search engines (e.g. Google, Bing) to answer engines (e.g. Bard, ChatGPT, voice search assistants) as the primary source information on the web. These answer engines have influence over perception, truth and buying decisions.

The future of search no longer lies in blue links and Google’s first results page; to understand the future of search is to understand how answer engines operates and how you can effectively optimise for them.
when and where
date and time
FRI, OCT 20, 2023
11:30 AM - 12:30 PM

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The purpose of Search products, like Google or Bing, has always been to answer our questions and direct us to the right destination by acting as a gateway to the web. Today's search landscape has shifted significantly. More users — with Gen Z in the lead — turn to social platforms like TikTok and Instagram to search for the answers they are looking for. Nearly 40% of Gen Z prefers using TikTok and Instagram for search over Google, according to Google's internal data. Since the launch of ChatGPT in late 2022 we have seen a rapid adoption of generative AI products. A sequential and conversation zero click search experience will certainly impact our approach and needs for search.
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