Marketing Meetup Podcast How to Optimise Your Content for AI Rankings
Oct 8, 2025
Rory Hope, Head of EMEA Growth at HubSpot, and Laura Lane, Head of Marketing Northern Europe at HubSpot, dive into the evolving marketing landscape influenced by AI. They discuss Answer Engine Optimization (AEO) and its role in adapting content strategies to prioritize AI-generated responses over traditional search rankings. Laura introduces the 'Loop' playbook for integrating human insights with AI, while Rory shares practical tactics for hyper-personalization and optimizing content for AI visibility. Together, they highlight the changing buyer journey and the need for marketers to engage with AI-driven insights.
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Episode notes
Search Ends Before Site Visits
- AI search engines synthesize answers so users often get what they need without clicking through to websites.
- This shifts the buyer journey because many interactions now end before a site visit occurs.
Impressions Up, Clicks Down
- AI overviews are appearing in roughly six out of ten searches and cut click-through rates significantly.
- The gap between impressions and clicks is widening, creating what Laura calls the 'alligator mouth'.
Start Optimizing For AEO Now
- Treat AI platforms as a new channel and start optimizing for them now using AEO (Answer Engine Optimization).
- Act early to capture visibility before competitors adapt.