AI Answer Engine Marketing (AEM)

Overview

This course explores the emerging field of Answer Engine Marketing (AEM), focusing on how marketers can optimise content for AI-powered platforms such as Google AI Overviews, Bing Copilot, Perplexity and ChatGPT. As search moves from keyword queries to conversational answers, the course shows how to adapt content to remain visible in evolving AI-driven results.

The course covers how answer engines operate, the types of content they prioritise and how to build semantic relevance and authority. Delegates will use AEM tools, develop prompt-led content and learn how to apply schema markup to support structured visibility.

With practical exercises throughout the day, participants will test approaches, assess performance and explore how to measure AEM visibility using traditional and emerging metrics.

By the end of the course, delegates will understand how to create AI Answer Engine ready content using techniques and tools to support answer visibility.

Who should attend?

This intermediate course is for marketers already working in search or content strategy who want to adapt their approach to AI-driven results. It’s ideal for those looking to understand how Answer Engine Marketing is changing content visibility, ranking and audience engagement.

Learning outcomes

• How answer engines work and how they differ from traditional search engines
• Recognise how search behaviour is changing in response to AI-generated results
• Identify the types of content that are prioritised by answer engines
• Apply semantic search and entity-based principles to improve content visibility
• Use research tools to explore AI Answer Engine visibility and topic clusters
• AI Bot Crawling management
• Structure content for LLMs, including citation snippets and schema markup
• Optimise content for E-E-A-T and build entity-based authority
• Use generative AI to create AI-friendly content briefs and outlines
• Understand ethical considerations in using AI for content creation
• Track and measure AEM visibility using GA4 and other tools
• Adapt content strategies to remain effective as answer engines evolve
• Plan for long-term discoverability with evergreen, adaptable content