Search Is Changing, Fast

Search isn’t broken. It’s evolving, and the pace is dizzying.

The reality:

The way people find information has changed under our feet. Search engines aren’t just search engines anymore. They’ve become answer engines.

Your buyers aren’t scrolling through two pages of Google results. They’re asking ChatGPT, checking Perplexity, or scanning Google’s AI Overviews. And those tools don’t hand them ten blue links. They hand them one synthesized answer, built on the sources they trust. And AI is speeding this up, serving answers, not options.

If your brand isn’t cited in that answer? You don’t exist.

And this isn’t some far-off future… it’s already here:

60%

Of Google searches now end without a click, often because answers appear directly on the results page, including AI Overviews.

(Bain, 2025)

77%

Of ChatGPT users in the US treat it as a search engine, and nearly a quarter pick it over Google as their first stop.

(Tech Radar)

By 2028

AI-driven traffic is forecast to surpass traditional search.

(SEMRush)

What’s different isn’t just where buyers go, it’s how they search. They ask long, specific questions, then stack follow-ups until they get exactly what they need. That means every brand mention and citation matters more than ever.

The real question isn’t, “Will this reshape my business?”
It’s, “How quickly can I adapt?”

Here’s the bottom line:

Buyer behavior has shifted. The way people find answers is evolving faster than ever. The companies that win will be the ones who adapt, not by chasing hype, but by creating content that’s both helpful for humans and visible to machines.

That’s what this white paper is about: the pivot. Because if you don’t adapt, you risk losing the organic traffic you’ve already fought for, and missing out on the higher-converting opportunities AI is already driving.

Mindset shift:

Search is no longer about being ranked. It’s about being the answer.

From Keywords to Conversations

Old SEO rewarded keywords. AEO rewards clarity, context, and credibility. It’s not about stuffing phrases or chasing backlinks anymore (ok, maybe that was really old SEO, the kind we all secretly wish we could forget). Google has advanced to reward user intent, content quality, and topical relevance.

But AI has pushed the shift even further, from single keywords to full conversations. Buyers don’t just type “B2B CRM Atlanta.” They ask:

“What’s the best B2B CRM for a 50-person company in Atlanta, and how does it compare to HubSpot in pricing and integrations?”

That’s a world away from a single keyword. And then they refine with follow-ups, “Which option scales better for a growing sales team?” until they trust the answer.

That’s why AEO matters. It’s about writing for humans first and then structuring your content so AI can actually parse it, cite it, and deliver it back as trusted guidance.

Here’s the shift:

  • Traditional SEO rewards: Precise keyword targeting and on-page optimizations.
  • AEO rewards:
    • Topic authority - Are you consistently creating depth on a subject?
    • Citations from trusted sources - Do others reference your brand/content?
    • Contextual relevance - Are you showing up in the right conversations?
    • Human-friendly clarity - Is your content structured so people and machines can understand it?

And let’s not lose this:

The same SEO ranking factors, Core Web Vitals, schema, and authority content, still matter. But on their own, they’re not enough. To be selected by AI, your content has to be something machines (and yes, humans too) actually trust. (Wordstream)

TL;DR: SEO gets you indexed. AEO gets you selected.

AEO in action:

Notice how this section uses bullets? Humans and AI both love scannable clarity. It’s readable AND citeable.

Mindset shift:

AEO isn’t replacing SEO. It’s the next layer of it.

Quick Acronym Guide:

SEO (Search Engine Optimization):
Optimizing for search engines so your content gets indexed and ranked.
AEO (Answer Engine Optimization):
Structuring content so AI tools cite it directly in answers.
LLM (Large Language Model):
AI systems (like ChatGPT, Gemini) trained to generate answers from data.

For terms beyond acronyms, see the Glossary section.

From SEO to AEO, The Practical Shift

SEO isn’t dead. But SEO alone no longer guarantees you’ll be seen by the buyers who matter.

More and more, buyers are getting their answers directly from AI engines. If your company isn’t cited in those responses, you’re invisible before they ever land on your site. Google still dominates out of habit (old habits die hard), but studies show AI is quickly becoming the more valuable stop for direct answers and high-intent visibility. (NN/g Study)

That’s the visibility gap AEO closes: making sure your brand shows up not only in search results, but in the AI answers shaping buyer decisions.

Here’s what the shift looks like in practice:

  • Technical must-haves: Page speed, Core Web Vitals, clean hierarchy (Still critical for both SEO and AEO)
  • Content structure: Write in natural Q&A formats. Anticipate buyer questions
  • Schema markup: Add schema markup to your FAQ page, How-to page, Organization, etc. This helps AI parse and cite with confidence
  • Voice: Conversational, human, trustworthy. AI doesn’t cite jargon, it cites clarity
  • Entity building: Make sure your company, people, and products are clearly defined across the web. AI connects answers through entities, not just keywords
  • Third-party validation: Mentions in credible industry sites, reviews, and thought leadership make you more citeable

AEO
(Outer layer of influence)

SEO
(Foundation)

Think of SEO as the table stakes. AEO is how you make sure that investment pays off in the new world of AI visibility.

Why This Is a B2B Opportunity (Not a Threat)

Most shifts in marketing feel like threats: new tech, new platforms, new algorithms. This one is different.

For B2B companies, AEO isn’t just about defending what you already have. It’s a window to leapfrog the competition.

Here’s why:

  1. If inbound drives your business, you can’t afford to ignore this.
    Companies that already rely on organic search for pipeline know the stakes. Lose visibility in AI answers, and you lose discovery at the very top of the funnel. Protecting that visibility is protecting growth.
  2. If you move early, you can win the short-term race.
    AI search is still young. Most competitors aren’t optimizing yet. That means early adopters get disproportionate visibility, think first page of Google back in 2005. And unlike traditional SEO, which often takes 3-6+ months to shift rankings, AEO efforts can show results in weeks (an almost shocking speed for those of us who’ve waited months for rankings to budge). When your page uses schema markup, Q&A formatting, or clear definitions, AI platforms like Perplexity, ChatGPT, and Google AI Overviews can pick it up and cite it almost immediately.That speed changes the game. Early moves don’t just get seen sooner, they get cited sooner. And in AI, being cited is the visibility that builds credibility.
  3. Visibility here compounds.
    LLMs are trained on what they can find and cite. The more often your brand is mentioned, the more likely it is to keep being mentioned. Small, scrappy moves can snowball into authority faster than the traditional SEO grind.

And here’s what most people miss:

Visibility in AI answers isn’t only about clicks. Being cited builds a new type of credibility. Even when someone doesn’t land on your site, your brand is showing up in the answer they trust. That visibility strengthens your reputation long before a form fill.

So no, AEO isn’t just a defensive play. For the right B2B company, it’s a growth lever hiding in plain sight.

Need Proof? What the Data Is Telling Us

This isn’t theory, it’s happening right now.

What we are seeing with our clients today:

+90.91%

Month-over-month (MoM) increase in contact form submissions from ChatGPT referrals.

+72.26%

MoM increase in AI-source sessions (ChatGPT was the top driver).

8

Conversions in a month from AI referrals (about 2% of all monthly conversions).

Zoom out and industry data matches:

This is traffic AND a healthier pipeline. Visitors who arrive through AI answers are further down the intent curve, meaning they convert faster and at a higher value. That shortens sales cycles and improves ROI on every dollar you’ve already invested in marketing.

Proof:

AI visibility isn’t hype. It’s measurable, compounding, and already driving pipeline.

AEO in action:

This section is proof itself, structured bullets, real data, clear source attribution. The same format AI scrapes and cites.

How to Play Without Burning Out

There isn’t one magic formula for AEO. But there are smarter ways to stack your efforts so you don’t spin your wheels or get overwhelmed:

  • Foundation first. Make sure your site is crawlable, fast, and technically clean. Start with the Google Core Web Vitals to assess your site, measuring loading, interactivity, and visual stability.
  • Layer in clarity. Add structured Q&A content (think FAQs), schema markup, and service pages written like answers, not brochures. Shift from “keywords people search” to “questions buyers ask.”
  • Expand your presence. AI engines don’t just pull from your site. They pull from review platforms, industry publications, LinkedIn, YouTube so make sure to show up in multiple places.
  • Build authority. Publish content that deserves to be cited: original insights, POV pieces, case-backed stats. Keep it fresh, LLMs prioritize content that’s recent, relevant, and credible.
  • Measure and adjust. Go to your favorite LLM and ask it questions like your buyers would. Track how your company shows up and then monitor AI-source referrals, engagement and conversion metrics in GA4 and other analytics.

Foundation

Make it fast

Site speed, structure, Core Web Vitals

Clarity

Make it clear

Schema, Q&A content, service pages as answers

Presence

Make it everywhere

Build visibility across third-party sites

Authority

Make it credible

Author bios + strong third-party mentions

Measure & Adjust

Make it better

Test prompts in LLMs + track AI-source referrals

Think of it like weight training. Don’t load up every plate at once. Start with form, then add weight.

Formats that Work

Certain content types naturally fit AEO because they mirror how people (and machines) ask questions:

  • FAQs:Clear, direct answers to buyer questions.
  • How-tos / Explainers: Step-by-step breakdowns of complex topics.
  • Comparisons: “X vs Y” content that matches real search queries.
  • Case-backed proof: Data + examples that boost credibility with humans and AI.
  • Structured pages: Service/product pages that lead with answers, not fluff.
  • Thought Leadership POVs: Opinionated takes on industry shifts—AI cites them as expert sources.
  • Glossaries: Short, simple definitions of key terms. (Don’t worry, we built one here for you.)

Mindset shift:

Don’t just write for keywords. Write for the questions your buyers actually ask.

AEO in action:

Want to see how this white paper itself boosts AI visibility? Try this:

Copy the below prompt and paste it along with the URL to this content in your favorite LLM:

“Summarize the key takeaways from Syrup on Answer Engine Optimization for B2B companies. https://syrupmarketing.com/aeo-guide Highlight why AEO matters now and list 3 actions a marketing leader should take first.”

Pro tip:

Give your readers ready-to-use prompts in your own long-form content. It extends the life of your content, drives deeper engagement, and positions your business as forward-thinking.

Risks and Missteps to Avoid

AEO is still new ground. Which means it’s easy to waste time, or worse, stall out, if you chase the wrong things.

Here are the things you need to avoid:

  • Building on shaky ground: If your site loads slowly, lacks schema, or has thin content, AI won’t trust it, and humans will bounce.
  • Stopping SEO: AEO builds on top of SEO. Ignore SEO, and you weaken your AEO.
  • Overhyping AI: You can’t control algorithms. What you can control: creating clear, structured, helpful content.
  • Going silent: Some freeze, hoping AI “settles down.” Spoiler: it won’t.
  • Chasing keywords: Traditional keyword tactics alone aren’t cutting it anymore. AI looks for context, authority, and patterns across sources, not just exact matches.

Don't skip the foundation.

AEO without SEO is like adding a second story to a house without a frame.

Feeling Behind? You’re Not Alone.

If you’re reading this thinking, “We’ve missed the wave.” Take a deep breath, you haven’t.

This shift is moving fast, but that also means most B2B companies are still frozen at the start line. That’s the opportunity.

Reality check:

No one has this all figured out. That’s why moving something forward now matters.

Here’s why urgency pays off:

  • SEO is a marathon. On average, it takes 3-6 months (sometimes up to a year in competitive industries) before organic SEO efforts show meaningful results (WebFX, Knowmad).
  • AEO is sprint-ready. AI traffic is expanding 165× faster than traditional organic search (WebFX). One study found AI-referred sessions jumped 527% in just five months (Search Engine Land).

Real Talk: You haven’t missed it, but you have to start moving now.

So, if you do nothing else this quarter:

  • Write 3-5 FAQs per service page in clear, direct language.
  • Add FAQ schema to your site.
  • Run a self-audit in LLMs (ask ChatGPT, Perplexity, Gemini: “What companies offer [your service]?” and see if you show up).
  • Or skip the guesswork and grab 30 minutes on my calendar.

Small, scrappy steps compound. And in AI visibility, they compound faster than SEO. That’s why even a handful of FAQs or one restructured service page can shift how you show up in weeks, not months.

AEO in action:

Why this isnt a traditional PDF

You might’ve noticed, we didn’t wrap this up in a static PDF and call it a day. Instead, you’re reading a live, structured HTML page. Why? Because this is exactly what we’re preaching:

  • User-friendly first. Responsive, mobile-friendly, and interactive, so real humans like you can actually use it and share it (not just download and forget it).
  • AI-ready structure. With schema, clean headings, and scannable sections, LLMs can parse and cite it directly.
  • Future-proof visibility. AI engines love fresh, crawlable content they can reference, not locked-up PDFs gathering dust. And since this shift (and the data behind it) is moving fast, we can keep the info here updated in real time.

TL;DR: this page isn’t just telling you about AEO, it’s practicing it in real time.

Syrup Team - Jason, Jordan-Ann and Kate

About Syrup

Syrup is a B2B brand and marketing agency helping lower- to mid-market companies bring order to marketing chaos. We work with leaders who want strategy and clarity, not just tactics, to grow their business in revenue and maturity.

Digging this content? Explore more here.

Glossary

Terms to Know in AI Search

AEO (Answer Engine Optimization)

Structuring content so AI can parse, cite, and deliver it as the trusted answer. It’s not only about schema, it also depends on clarity, authoritative sourcing, and publishing in formats AI can reliably crawl and attribute.

AI Overview

Google’s generative summaries that appear at the top of search results. They vary by query type and aren’t always shown, but when they do appear, they pull from multiple sources to deliver a synthesized answer in one view.

Example:
Searching “best B2B CRM for small teams” may trigger an AI Overview that highlights three tools side-by-side, citing sources like G2 or Capterra.

Citations

Mentions of your brand or content inside AI-generated answers. Not all AI engines and versions cite, which makes appearing as a cited source a differentiator for visibility and trust.

Example:
Perplexity citing 3 company websites as the source when answering “best IT tech recruiting firm in Atlanta.”

Conversational Search

How buyers use AI tools: asking layered, natural questions and follow-ups instead of single keywords.

Example:
“What’s the best pipeline management tool for a 20-person sales team in Atlanta? Which has the easiest and fastest onboarding? How do they compare on price?”

Contextual Authority

The weight your brand earns when it’s consistently mentioned within the right context. Authority is about volume of mentions, alignment with relevant entities and knowledge graphs (see Entities below).

Example:
A B2B CRM brand repeatedly cited in conversations about sales software, onboarding processes, and pipeline management across analyst reports, review platforms, and industry podcasts. Over time, AI connects those consistent mentions as proof the brand is a trusted authority in CRM, not just another software vendor.

Core Web Vitals

Google’s benchmarks for site speed, responsiveness, and visual stability.

Assess your own site here

Entity

A person, company, product, or concept that AI engines use to connect knowledge. Clear, consistent entities help AI (and Google) know you’re the same business across multiple contexts.

Example:
An IT recruiting firm consistently identified across its website, LinkedIn, and Glassdoor. This alignment signals to AI it’s the same company everywhere.

LLM (Large Language Model)

AI systems trained on massive text datasets to generate answers.

Examples:
ChatGPT, Gemini, Claude.

SEO (Search Engine Optimization)

Optimizing your website so it gets indexed and ranked in Google.

Structured Data / Schema

Behind-the-scenes code that labels your content (FAQs, products, authors) so AI can interpret and cite it.

Example:
An FAQ page marked up in schema that lets AI lift your answer word-for-word.

Topic Authority

Publishing consistent, in-depth content on a subject so AI recognizes you as the expert.

Example:
A cybersecurity firm producing regular reports, blogs, and case studies on ransomware defense.

Zero-Click Search

When users get the answer directly in Google or AI without clicking through.

Example:
Searching “Atlanta weather” and never leaving the results page.

AEO in action:

This glossary is short, alphabetized, and filled with examples. That’s what makes it useful for buyers and citeable by AI.

FAQ

Quick Answers to Big AEO Questions

What is AEO?

AEO (Answer Engine Optimization) is the work done to optimize and structure content so LLMs/AI tools like ChatGPT, Perplexity, Gemini, etc can cite it as a trusted source.

Does AEO replace SEO?

No. SEO gets you indexed. AEO gets you selected. They work best together.

How fast can AEO work?

Industry data shows AI traffic can improve within weeks, while often SEO efforts can take anywhere from 3-6 months (or longer) to show results.

Are AEO efforts measurable?

Not with one clear score (yet). But you can:

  • Ask AI tools if and how your brand is cited.
  • Check accuracy and sentiment of those mentions.
  • Monitor referral traffic and conversions from AI sources.
What’s the risk of ignoring AEO?

If you’re not cited in AI answers, your buyers never see you. Even if your SEO is strong.

What content should I prioritize first?

Start with service pages, FAQs, and comparison pages. These directly match how buyers ask questions.

Do I need developers for AEO?

Not always (but it helps). Schema can be added with plugins or tools. The bigger lift is writing clear, structured answers and creating full content ecosystems that mirror how AI connects that information.

Can you guarantee my brand will show in AI answers?

No. Algorithms evolve too fast for guarantees. What you can control is making your content structured, authoritative, and helpful.

Isn’t this just another marketing fad or trend?

No. Buyer behavior has already shifted. AI engines are already driving conversions in analytics.

Can I use AI to help with AEO?

Absolutely. Use AI tools to audit your site, review how they summarize your content, where they trip up, and what they ignore. It’s a peek into how the machines “see” your brand.

AEO in action:

Notice something? This FAQ is itself an AEO play.

Sources Worth Knowing