Interview -Podcast

Optimising for AI searchHow to master the shift from SEO to Answer Engine Optimisation (AEO)…Interviewed by Rodrigo Wielhouwer, Founder, Datafeed.

Topic: How AI is changing consumer search behaviour: with Nishith Srivastava

Consumer behaviour is undergoing a significant transformation, particularly in terms of how people discover products and services. Gartner forecasts a 25% decrease in traditional search engine volume by 2026, largely driven by the rise of AI chatbots. This shift in searches towards AI-powered platforms, demands a new approach to visibility and engagement from marketers.

To gain a deeper understanding of these changes, we asked Nishith Srivastava, VP, Europe - BORN (Digital, CX, Martech, Data and eCommerce Transformation) at Tech Mahindra, with over 25 years of experience in omnichannel customer experience, MarTech architecture, data-driven growth and marketing strategy across global markets, about the implications of this shift for marketers, he emphasised the critical need for adapting to new consumer interactions shaped by AI:

“Users no longer 'search' in the traditional sense, they 'ask.' And that pivot demands a new kind of strategy i.e. Answer Engine Optimisation (AEO). It’s not just about ranking anymore; it’s about responding. ”

In practical terms, Nishith suggests: “Marketers must shift from 'ranking' to 'resolving' because if you’re not optimising for answers, you’re invisible. AEO flips the SEO playbook. Instead of optimising for keywords, we must optimise for answers. You must rethink how content is structured, semantically tagged, and contextually served to voice assistants, generative AI models, and zero-click platforms. This means investing in structured data, schema markup, and a laser-sharp focus on entity-based content modelling.”

A critical step, Nishith advises, is to “own the question space.” This means thinking from the user's perspective rather than the marketers. Instead of assuming consumers will ask explicitly about a brand or its offerings, Nishith notes that “the majority of users have an information need, and that's the sweet spot.” Marketers should thus shift the narrative from brand-centric to user-centric, highlighting benefits and purposeful information tailored to the consumer's intent.

“Change your AEO narrative from ‘About your Brand’ to ‘Benefits and Purpose for the User.”

Additionally, Nishith stresses, “If your content isn’t built to answer, it’s built to be ignored.”

To effectively compete in this new landscape, marketers should regularly audit their content for clarity and relevance in question-and-answer formats. Tools like AlsoAsked or AnswerThePublic can be valuable to uncover and identify latent semantic queries relevant to industry-specific topics. Accordingly, structure FAQ’s and responses in concise, scannable formats (bullet points, tables, or step-by-step guides) to align with answer engines' preference for snippet-ready content.

To ensure comprehensive coverage, marketers should also map audience intent across all stages of the consumer journey, aligning content closely with conversational queries. Nishith recommends prioritising conversational phrases such as 'how', 'why' and 'when', rather than limiting oneself to just 'what'. By integrating FAQ schema, leveraging knowledge graph relationships and employing natural language generation (NLG), businesses can efficiently scale authoritative answers that AI tools trust and value.

Finally, Nishith emphasises the importance of adopting a conversational tone. He points out that voice search and AI assistants prioritise natural language and suggests claiming your knowledge graph real estate with structured data (Schema markup) to reinforce entity-based authority.

By proactively embracing these strategies, marketers can successfully navigate and thrive in the evolving landscape of AI-assisted consumer discovery.

To read more: https://www.datafeed.website/post/optimising-for-ai-search

This podcast introduces Answer Engine Optimization (AEO) as a critical digital strategy for the age of AI-driven search. It explains that unlike traditional SEO focusing on broad keyword ranking, AEO aims to position content to provide direct answers to user queries through platforms like Google SGE, Microsoft Copilot, and AI chatbots.

The podcast outlines key strategies for implementing AEO, including optimising content for voice search, using structured data markup, and creating comprehensive FAQ pages, emphasizing that this approach enhances online visibility, user engagement, and organic traffic by establishing brand authority in the evolving search landscape.

Topics Covered:

• Whats is Answer Engine Optimization?
• Why is AEO becoming increasingly important?
• How AEO differs from traditional SEO - Future of SEO is AEO
• Types of Answer Engines
• The Functioning of Answer Engines – How do you optimize for Answer Engines?
• Benefits of AEO for businesses

This podcast discusses Vibe Marketing, a modern approach that leverages AI tools and automation to significantly enhance marketing efficiency and effectiveness. It explains that vibe marketing allows a small team, or even a single marketer, to perform complex tasks like rapid ad testing, multi-channel campaign deployment, and data analysis, which traditionally required numerous specialists.

The podcast contrasts vibe marketing with traditional methods, highlighting its speed and emphasis on AI handling execution while humans focus on strategy and brand voice. Several examples of brands successfully using vibe marketing are provided, alongside actionable steps and specific AI tools to help businesses implement this approach. Ultimately, the source posits that vibe marketing is a crucial evolution in the industry, offering cost savings, increased output, and a stronger focus on building authentic brand connections.

Topics Covered:

• Vibe Marketing for Dummies
• Market Forecast
• Vibe Coding vs. Vibe Marketing
• AARRR Pirate Funnel
• Examples Of Vibe Marketing – Use Cases from Brands
• How Can Your Business Implement Vibe Marketing?
• Various AI Tools for Vibe Marketing Future of Vibe Marketing