Digital marketing has long focused on creating quality content and ranking high in search results. However, a 2024 study found that only 36% of US searches result in clicks to a webpage, with the rest staying within the Google ecosystem. This calls for a new approach: answer engine optimization (AEO).
AEO aims to present a business's most important information directly on the search engine results page (SERP), rather than relying on a click to a webpage. This requires structured content, self-contained snippets, and optimization for natural language and the Google Knowledge Graph. AEO should be incorporated into a B2B content strategy to reach the 64% of searches that don't result in clicks.
Traditional SEO is not enough in today's landscape. Marketers must adapt to a new, answer-focused search process and optimize for both AEO and SEO to reach 100% of searches and drive more revenue for their businesses.
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AEO vs. SEO: How B2B Marketers Can Stay On Top of Search in the Zero-Click Era
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