Search is starting to behave differently. More buyers are asking AI tools direct questions, getting synthesized answers, and making decisions without following the old click path. That creates a new challenge for marketers. Content now has to be structured to show up in the answer. 

In this “Drew-on-Drew” episode, host Drew Neisser pulls together what surfaced in recent CMO Huddles Strategy Labs around Answer Engine Optimization (AEO) and focuses on the questions marketing teams are already starting to wrestle with.

Which buyer questions should be turned into structured Q&A first? Which strong existing pages are worth updating before you create anything new? And does this sit with SEO, or is AEO becoming part of a broader content conversation? If you’ve been hearing more about AEO and trying to figure out what deserves attention now, give this one a listen. Drew lays out what’s changing, what teams should look at first, and how to get moving! 

1. Identify the buyer questions already shaping search behavior 
2. Turn those questions into structured Q&A on pages that already perform 
3. Add schema before you spend on anything more elaborate 
4. Let SEO lead the first pass, then expand if the test shows promise 

• Which questions belong on your site first, including comparisons, “best tool for X,” and “how does this work?” 

• Why this is still early, and why benchmarking now matters 

• Why your SEO team can likely own AEO too 

• How to start with strong existing pages instead of building from scratch