On today's episode of Marketing Unzipped we're talking about Answer Engine Optimisation or AEO. This is something that is quietly disrupting the way we think about SEO and it's a fundamental rethink of how visibility online actually works.

For the last two decades, search engine optimisation has shaped how we write content, structure websites, and compete for attention. But something’s shifted – subtly at first, now unmistakably.

People no longer search the way they used to.

We’re seeing a profound change in behaviour. Users aren’t just typing keywords – they’re asking full questions in natural language. And they’re not necessarily looking for pages anymore – they’re looking for answers.

This shift marks the rise of what could be the next evolution in digital marketing: Answer Engine Optimisation.

And it’s not a gimmick. It’s a direct response to a new wave of AI-native tools and platforms that are fundamentally changing the traditional search experience.

AEO isn’t about replacing SEO – it’s about modernising it.

Search Engine Optimisation still matters. But now it needs a strategic counterpart. A framework that recognises the growing role of AI in shaping what gets seen, quoted, and trusted.

That’s why Answer Engine Optimisation matters.

https://thepursuitagency.com/

On today's episode of Marketing Unzipped, I have the pleasure of interviewing Fiona Scott of Scott Media.

Fiona and I have worked together since the early days of The Pursuit Agency and I couldn't wait to have her as a guest on the show because she has so much knowledge and wisdom to share and as you hear she's had an AMAZING career as a journalist before starting her PR business.

Scott Media isn't your normal PR agency. Fiona operates as a newsroom and is a journalist for her clients, writing their press releases and supporting them to make their businesses visible to the business world. I can honestly say working with Fiona is one of the best decisions I ever made. because when I go to football or meet up with family and friends they'll tell me about opening the paper and seeing me in it or logging onto the internet and there I am on a news website! And that right there is the power of PR!

Fiona shares about crisis management explaining what it is and giving an example that she had to spend a bank holiday weekend dealing with!

If you're looking for a PR partner who works with you in your business and you like what you hear and want to have a conversation head to www.scottmedia.uk or pop her an email at fiona@fionascott.co.uk

https://thepursuitagency.com/

“What if you could create a full marketing campaign — emails, social posts, ads, even a launch plan — without hiring a copywriter or spending hours in front of a blank screen?

In today’s episode, I’m pulling back the curtain on something that’s changed the way we run marketing — not just for our clients, but for ourselves too. This isn’t another fluffy conversation about AI. You won’t hear me say ‘just ask ChatGPT to write your content.’ What I’m sharing today is a playbook.

A prompt-by-prompt breakdown of how we’ve used AI to: Write full onboarding email sequences Create Facebook ads that convert Build out short-form video scripts And even help plan our marketing funnels — based on the actual customer journey we want to move people through In fact, I’ve got the exact prompts we used — and I’m going to read you the responses we got. You’ll hear the kind of answers that came straight from the AI, based on our real input, in real business use cases. These aren’t throwaway tactics.

This is what we’re doing right now in our agency — using AI to build marketing systems that save time, reduce creative bottlenecks, and give our team a head-start on everything from content planning to campaign copywriting. Here's what you’ll get out of this episode: A real understanding of how to use AI strategically — not just for content, but for decision-making and structure Prompts you can copy, tweak and run today — whether you're a solo founder or leading a growing team And a complete downloadable playbook with every prompt and example we cover.

So, whether you’re struggling to get content out consistently, you want to launch a new campaign but feel stuck, or you’re just curious about how AI could actually support your business — not replace you, but support you — stick around. Because we’re about to turn AI into your best junior marketer, strategist, and creative partner — all rolled into one.”

Head to https://marketing.thepursuitagency.com/aipromptsheet to download your prompt sheet today!

https://thepursuitagency.com/