There has been a great deal of talk lately about the death of SEO (search engine optimization) and the growth of AEO (answer engine optimization). 

I’m interested in this shift because it matters to advisors. However, a personal example provided a meaningful reminder that AEO isn’t just a marketing tactic. It’s a growth strategy. And if you aren’t paying attention, your business may be at risk.

A prospect found us because we were the answer to his question

A few weeks ago, a prospective client reached out with a clear goal. He wasn’t “exploring vendors.” He wasn’t “gathering information.” He reached out because he had a very specific need. Specifically, he was interested in understanding how his firm could accelerate growth and equip their business-development team with the tools and training to take decisive action.

He had typed a version of that question into an AI-powered search tool. We know that these tools don’t prioritize keywords. They prioritize relevance. And according to a recent LinkedIn post from Samantha Russell at FMG, they also prioritize recency. In a nutshell, these tools look for real answers to real problems.

The answer pointed him directly to Absolute Engagement. But it was the information it provided that is the real lesson.

AEO provided a plan, not just options

The prospect wasn’t only looking for a list of firms that may support business development efforts in some way. He needed clarity on which problems required which partners and to ensure that those partners had the relevant experience. The answer engine effectively triaged the need:

• For driving growth, equipping the business development team, and operationalizing engagement → Speak with Absolute Engagement. (Thank you AEO.)
• For traditional sales management, territory management, coverage models, pipeline forecasting → Speak with another firm. (Sorry, I didn’t make note of it).

It was, of course, wonderful that the prospect reached out to meet. But more importantly we started that meeting with clarity, alignment, and a sense of fit.

The change is already happening

I tend to believe that AEO is also quietly reshaping how prospective clients look for advice, because it reflects real behaviors.

• No one wants to scan long pages of search results. We want to ask a question, and we expect a direct answer.
• We want those answers to be based on usefulness, credibility, expertise, and clarity (not the volume of content created).
• And we want solutions to speak to real human needs, not those that win keyword auctions.

The connection to engagement

I’m not only interested in AEO because it drives growth. That’s an obvious goal.

I also see a connection to Absolute Engagement’s belief in the power of engagement. People want tailored, relevant, immediate insight. They want help clarifying their needs before they even know which questions to ask next. They want to feel understood.

AEO does a better job at engaging than SEO because it focuses on needs. 

As you think about the messaging you are pushing out into the world, ensure it:

• Speaks to real and specific needs
• Provides clarity rather than dazzling with complexity
• Focuses on outcomes, not features

I’m writing this because despite all the talk, this outreach was the first time a prospective client was able to draw a direct line between AEO and reaching out. It all got very real.

Thanks for stopping by,

Julie

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