Marketers Acknowledge AEO’s Value, But Hesitate to Act
▼ Summary
– Marketers believe answer engine optimization (AEO) will significantly reshape their digital strategy within three years, yet only 20% have started implementing it.
– A survey found that 50% of both small and large businesses are unsure what share of their web traffic comes from Large Language Models (LLMs).
– Budget constraints (45%) and a lack of internal expertise (40%) are cited as the biggest barriers to adopting an AEO strategy.
– A majority of respondents (62%) have seen a decline in clicks and web traffic from search engines.
– Over half of the marketers (51%) identify personalization as the most important element for a successful future content strategy.
A significant gap exists between the recognition of answer engine optimization (AEO) and its actual implementation within marketing departments. While a majority of marketers acknowledge that AEO will fundamentally alter their digital strategy within three years, a mere 20% have begun taking concrete steps. This hesitation persists even as over half of the surveyed professionals report a noticeable decline in organic search traffic, underscoring a critical moment for strategic adaptation.
The survey data reveals that uncertainty is not limited by company size. Interestingly, 50% of both small businesses and large enterprises admitted they are unsure what portion of their web traffic currently originates from large language models (LLMs). This knowledge gap highlights a fundamental challenge in measuring the impact of emerging technologies.
When it comes to planning, the marketing community is divided. Nearly a quarter (23%) of respondents are in the planning stages for AEO, yet a notable 18% have no plans to address it at all. The primary obstacles are clear: budget constraints are the biggest barrier for 45% of marketers, closely followed by a lack of internal expertise, cited by 40% of those surveyed.
The pressure to adapt is mounting from observable trends. A substantial 62% of participants confirmed a drop in clicks and web traffic from traditional search engines. Of that group, 39% were able to quantify the decline, providing tangible evidence of the shifting digital landscape. In response to these changes, personalization is viewed as the most critical component for a successful future content strategy, with 51% of marketers identifying it as paramount.
This data points to an industry at a crossroads, recognizing a transformative shift but grappling with the practicalities of investment and skill development required to navigate it successfully.
(Source: MarTech)
