The AI discovery gap: we analyzed 2,000 websites, and almost nobody is ready for answer engines

Search Engine Optimization (SEO) was traditionally the domain of specialists focused on keywords and rankings to drive website traffic and revenue, often unnoticed by the broader company unless issues arose. However, the rise of Large Language Models (LLMs) is transforming the buyer journey, as evidenced by 51% of marketers surveyed by G2 indicating a preference for starting shortlists with answer engines over Google, and 69% altering their software purchases due to LLMs. Consequently, Answer Engine Optimization (AEO) has become a significant concern at the board level and is frequently discussed among CMOs. When prospects use AI tools like ChatGPT, Gemini, or Claude, the responses they receive are influenced by a collaborative effort involving SEO/AEO, engineering, content, brand, communications, and data teams, highlighting the necessity for companies to adopt a team-based approach to AEO, although research indicates many are not yet prepared.

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