Tl;Dr

• Google’s ad-driven search dominates, but ChatGPT’s ad-free, conversational search is growing.

• Traditional SEO isn’t going away yet; search engines and AI will coexist, serving different needs.

• AEO (Ask Engine Optimisation) focuses on crafting AI-friendly, question-driven content.

• Key AEO strategies: anticipate user questions, optimise for AI crawling, and prioritise relevance over keywords.

A disruptive shift in Search Marketing?

What if the future of search didn’t involve countless Google results and ad-filled screens? ChatGPT’s search feature might just be the answer, introducing a conversational and contextual search experience that challenges the traditional search model. But could this really disrupt the traditional search marketing?

Google’s ad-driven model has been the go-to standard in the world of search for years. But OpenAI’s ChatGPT Search is different, relying on a subscription model rather than ads and this shift lets OpenAI offer a more user-centric experience:

• Unlike Google, which prioritises ads, ChatGPT search is optimised for user experience. Its ad-free setup could make it more appealing for users tired of navigating ads during their search flow.

• ChatGPT is positioning itself as a real alternative to Google, with Altman even recommending ChatGPT Plus and its Chrome extension for search. As more users try ChatGPT, Google might find itself facing a serious competitor for the first time.

• ChatGPT’s referral traffic is rising, an indication that it’s becoming more popular.

So do we need to move from SEO (Search Engine Optimisation) to AEO (Ask Engine Optimisation)?

Not entirely, at least for now! Search engines and AI tools are likely to coexist, each serving distinct types of searches.
That said, while traditional SEO focuses on rankings, keywords, and link-building to drive organic traffic, AEO is more about:

1. Anticipating questions that users are likely to ask.

2. Structuring content to be easily read and recommended by AI.

3. Focusing on relevance and clarity rather than keyword density.

For marketers, the rise of AEO means embracing a new set of strategies and letting go of some traditional SEO tactics. Success won’t just mean ranking on the first page of Google but it’ll mean crafting answers that AI sees as the best. And let's remember:

• AI-driven search is still evolving, so frequent experimentation and flexibility are key.

• Test and learn becomes even more important: how does your content perform when it’s streamlined? Does it get the AI’s “approval” as the best answer?

• Let's monitor AI platforms: ChatGPT may not be the last AI search tool we see. Watching how these tools develop can offer insights into where search is headed.

And let’s close with a few quick wins to start with AEO:

1. Focus on natural language: structure your content around conversational, question-based queries to align with how users interact with AI tools, keep also in mid voice searches!

2. Optimise for AI crawling: use structured data and schema markup to ensure AI can easily understand and recommend your content.

3. Monitor and update content regularly: keep your content up-to-date to maintain relevance and accuracy.