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- “Search everywhere optimization”
Hi there,
Welcome back!
Highlights from today's newsletter:
🔍 Understanding AEO as the next phase of SEO
💫 This performance marketer says now is the time to invest in brand
📱 Meta provides additional parameters to guide AI-powered ads
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TOP OF THE SERPS 🏆
#EVENT TAKEAWAYS
What Search Means Now, According to SXSW London
This week, the ClickZ Media team was on the ground at SXSW London, where search took center stage—not as a channel, but as a mirror of shifting behavior.
Google’s Vanessa Kingori framed search as a cultural indicator, reflecting how people think, feel, and navigate uncertainty.
Venessa Kingori (Google) & Hannah Prevett (The Times Entrepreneurs Network)
Meanwhile, Neil Patel made the case that discovery increasingly happens outside traditional engines—on TikTok, YouTube, and chat interfaces—long before users reach Google.
With zero-click results on the rise and content volume at unsustainable levels, brands need to rethink how they show up across the search ecosystem.
AI & SEO 🖱️
 | SEO TRENDS For 2025, successful SEO will require optimized content that is human-like, expert-driven, and conversational to align with technologies like ChatGPT and Bing Chat. Adapting to visual, voice, and AI search trends is vital to maintain visibility across platforms and secure authority and trust in search rankings. |
 | ANSWER ENGINE OPTIMIZATION AEO is essential as AI search reshapes how consumers find information, requiring marketers to prepare for changes. |
 | BRAND BUILDING For marketers, investing in consistent branding, community engagement, and broad content visibility has become essential for maintaining relevance, while traditional SEO remains necessary but insufficient alone. |
EXTRA CLICKS FOR THOUGHT 💡
 | APP ADVERTISING ASA's effectiveness hinges on intensive keyword management and tailored campaign structures, leveraging high purchase intent and optimizing cost-per-tap strategies. Despite its limited audience targeting compared to other platforms, its focus on keyword intent and simplicity makes it essential for driving app downloads and conversions. |
 | MARKETING ATTRIBUTION Key insights include the retroactive effect of model changes, the importance of a data-driven approach for comprehensive channel evaluation, and the consequences of attribution choices on budget allocation and strategy. |
 | AI-POWERED ADVERTISING These developments aim to optimize ad spend by aligning promotional efforts with high-value customer segments and desired outcomes. |
SOUNDS OF SEARCH 🎧
 | AEO (Answer Engine Optimization) is emerging as a critical evolution of SEO, emphasizing the importance of becoming a trusted source for instant answers across platforms like Google and AI tools. Businesses need to focus on being featured in search snippets and voice results to maintain visibility and relevance. Utilizing resources like ChatGPT and schema markup can enhance AEO effectiveness. |
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