We're not searching Like We Used To

Think about the last time you wanted to know something.

Did you Google it?

Or did you ask ChatGPT? Ask Siri? Use Google’s AI results?

Maybe you simply spoke the question into your phone.

For years, we’ve become accustomed to adapting the way we communicate to suit a search engine.

Need a plumber? Type “plumber Kaitaia”.

Looking for somewhere for dinner? “Best restaurant Kerikeri”.

Want some marketing help? “Marketing consultant Northland”.

Short, functional search terms designed to get Google to point us in the right direction.

But increasingly, we’re not just searching.

We’re asking.

And that seemingly small change has some pretty big implications for how businesses are found online.

From Search Engines to Answer Engines

Traditional Search Engine Optimisation (SEO) has focused on helping search engines understand what your website is about and making sure it has the best opportunity to appear when someone searches for something relevant.

That still matters.

But alongside SEO we're now hearing much more about Answer Engine Optimisation, or AEO.

The name makes it sound like another complicated piece of digital marketing terminology, but the principle behind it is actually pretty straightforward.

Rather than only thinking about how someone might search for your business, we also need to think about the questions they're asking and whether the information available about your business provides a useful answer.

Our Questions Are Becoming More Human

The way we interact with technology is becoming much more conversational.

Instead of typing “accommodation Bay of Islands”, someone might ask:

“Where’s a good place to stay in the Bay of Islands that's close to restaurants?”

Instead of “electrician Kaitaia”, it could be:

“Who can I call to fix a power fault at my house in Kaitaia?”

We can add context, explain what we need and ask follow-up questions.

That means the search isn't necessarily just looking for a webpage containing the right phrase anymore. Increasingly, technology is trying to understand the intent behind the question and provide the most useful answer.

For businesses, that's an important shift.

SEO Still Matters

With every major change in digital marketing, there tends to be a rush to announce that whatever came before it is over or dead.

Don't get the black suit out....SEO certainly isn't dead.

In fact, many of the things that have always supported good search visibility remain the same.

A useful website. Clear information about what you do. Strong content. Local relevance. Customer reviews. Authority and credibility.

The difference is that we're now creating that digital presence for a world where people may discover your business in more places than a traditional Google search results page.

Your website might inform an AI-generated answer. Your Google Business Profile might provide location information. Reviews might help establish what customers think of you.

All of those digital signals are becoming part of a much bigger picture.

Answer the Questions Your Customers Actually Ask

This is probably the most useful way for a business owner to think about AEO.

Forget the acronym.... and ask

What do your customers actually want to know?

What questions do they ask before buying from you? What do they need help understanding?

Those questions are useful clues for the content your business should be providing online.

And importantly, answer them properly.

If someone wants to know whether you service their area, tell them.

If pricing depends on several factors, explain them.

If there's something about your service customers regularly misunderstand, clarify it.

Useful, specific information has always been good marketing. The way that information is being discovered is simply evolving.

Being Found Is Only Half the Job

There’s another part of this conversation that I think is just as important.

Whether someone discovers you through Google, an AI assistant, social media or another platform, being mentioned or recomneded isn't always enough.

When they investigate further, does everything they find support that recommendation - is their journey supported?

• Does your website clearly explain what you do?

• Does your brand look credible?

• Is your Google Business Profile current?

• Do your reviews reflect the experience you promise?

Discovery might be changing, but customers are still making those key decisions.

And trust still matters.

Search Will Keep Changing

SEO. AEO. AI search. Voice search.

There will no doubt be another acronym or technology to add to that list soon.

Businesses don't need to chase every new term. But we do need to pay attention when our customers behaviour changes.

People increasingly expect to ask a question and receive a useful answer, rather than sift through pages of information to find it themselves.

So perhaps the question for businesses isn't:

“How do we optimise for AI?”

It’s something much simpler....

When our customers ask a question, are we giving them a good answer?