For twenty years, being found meant ranking on Google. Buyers now ask questions and get answers assembled by AI from hundreds of sources, and a brand can be invisible in those answers without ever noticing. This guide covers our answer engine optimisation (AEO) webinar: what has changed in how people find brands, how an AI answer is built, and what to do about it.
Search has not died. Google still handles 91 per cent of traditional searches. But discoverability has outgrown it, and people who see a brand mentioned in an AI answer are 2.5 times more likely to visit it.
What’s inside
- The new shape of search. Search did not die; discoverability outgrew it.
- How an AI answer is built. Query fan-out, consensus, and why freshness decides who gets cited.
- Mentions are the new currency. The sources that put brands inside AI answers.
- Content that earns citations. Information gain, and why generated content is now the floor.
- Measuring what you cannot click. Leads over traffic in a no-click world.
- Your next 30 days. The sequence to run, and where the experts would put $100k.
Who you’ll hear from
- Jeremy Cabral, co-founder of Finder
- Mike Bird, co-founder of The Garden and Apartments.com.au
- George Glover, CEO of The Garden