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AI, AEO & the New Rules of Search: What Marketers Need to Know in 2026

By Shannon – Marketing Director, TLC Business

Search is changing fast.

Not gradually. Not quietly. But fundamentally.

Between AI-powered search results, voice assistants and platforms like Google and LinkedIn prioritising answers over keywords, businesses can no longer rely on “old SEO” alone. This is where AEO (Answer Engine Optimisation) comes in and why AI is now a core part of modern marketing strategy.

Here’s what it all means and what you should be doing about it.

SEO and AEO: What’s the difference?

Traditional SEO focuses on:

  • Keywords
  • Rankings
  • Traffic volume

AEO, on the other hand, focuses on:

  • Clear, direct answers
  • Structured, trustworthy content
  • Being the source AI tools pull from

Instead of asking “How do I rank #1?”, the better question is now:
“How do I become the answer?”

Why AI is accelerating this shift

AI tools don’t browse the internet like humans do. They scan for clear, authoritative information, prioritise concise explanations and favour structured content and credibility.

If your website content is vague, over-stuffed with keywords, or written purely for algorithms, it’s far less likely to surface in AI-driven results.

Well-written, human-first content now wins.

What this means for your marketing content

Clarity beats cleverness

Content needs to say things clearly. That means:

  • Short, direct paragraphs
  • Clear headings
  • Straight answers to common questions

If a client asks it in a meeting or a sales call, it should be answered plainly on your site.

FAQs are no longer optional

FAQs aren’t filler anymore, they’re strategic. Strong FAQ sections help AI tools understand your expertise, voice search picks up your content and users get quick confidence in your offering.

Pro tip: Write FAQs exactly how people ask questions, not how brands like to phrase them.

Authority is everything

AI prioritises trusted sources. That means:

  • Clear author names and roles
  • Consistent messaging across platforms
  • Content that shows real experience, not generic advice

Blogs, case studies and insight-led posts now matter more than ever.

How we’re approaching this at TLC Business

When we create content strategies for clients, we’re now asking:

  • What questions do your customers actually ask?
  • Can this page stand alone as a clear answer?
  • Would this make sense if read aloud by a voice assistant?

We’re combining:

  • AI-assisted research (to spot gaps and trends)
  • Human-led writing (to keep it natural and relevant)
  • Structured formats that work across search, social and AI tools

The goal isn’t to chase algorithms – it’s to stay useful.

Simple actions you can take right now

If you want to future-proof your marketing content, start here:

  • Review your core service pages – do they clearly explain what you do, who it’s for and why it matters?
  • Add or improve FAQ sections using real customer language
  • Publish insight-led blogs that answer one problem at a time
  • Make authorship visible – people (and AI) trust people

Final takeaway

AI isn’t replacing good marketing, it’s rewarding it.

Brands that communicate clearly, consistently and honestly will continue to win, regardless of how search evolves. AEO isn’t a trend to panic about; it’s a shift towards better content.

And that’s something worth investing in.

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The Ultimate Guide to Marketing for SMEs

Are you a small or medium-sized enterprise (SME) looking to make a bigger impact in your industry? Then you’ve come to the right place! Marketing is the key to reaching new customers, building brand awareness, and driving growth.

In this ultimate guide, we’ll walk you through everything you need to know—from social media to email marketing, SEO, and beyond—to help take your business to the next level!

Building a Strong Foundation

Brand identity

Brand identity is what sets your business apart from competitors. It reflects your values, mission, and how customers perceive you. Here are tips and tricks for building a strong brand identity:

Website Design

Your website is often the first impression potential customers have of your business. A well-designed site is crucial to success. Check out these top tips for creating an effective website:

Content Marketing

Content is king. Whether through blogs, videos, or infographics, quality content can drive traffic and boost engagement. Every page on your site should have essential content that adds value. Start here:

Reaching Your Audience

Social Media Marketing

Social media platforms like Facebook, Instagram, and LinkedIn offer fantastic opportunities to connect with potential customers.

If you’re looking for tips to improve your social media marketing, check out these insightful articles:

Email Marketing

Email marketing remains one of the most effective ways to communicate with customers, nurture leads and drive sales. If you’re looking to master email marketing, this guide will help you succeed in 2024:

Search Engine Optimisation (SEO)

SEO is essential to get right. Ranking higher on search engines can bring in more organic traffic, increasing visibility and lead generation. Implement these top SEO tips to get started:

Lead Generation

Generating high-quality leads is the key to growing your business. Whether you’re using social media, content marketing, or paid advertising, it’s important to be strategic. Learn more in this article:

Pay-Per-Click (PPC) Advertising

PPC can drive targeted traffic to your website, but it comes with pros and cons. If you’re wondering whether PPC is right for your business, check out this guide:

Expanding Your Reach

Event Promotion

Hosting events, whether online or in-person, can help engage customers and attract new leads. Learn how to master event promotion with these effective strategies:

Design & Print Work

Don’t underestimate the power of traditional marketing materials like brochures and flyers. Consider these top tips when planning your design and print work:

Black girl in denim sitting at the table with stationery and touching computer screen. Indoor portrait of pretty young woman in headphones with tablet spending time in office.

Staying Ahead of the Curve: Top marketing trends

The marketing world is constantly evolving, so to stay ahead of the game, it’s important to keep an eye on emerging trends and adapt your strategies as needed:

Voice Search

Voice search is rapidly changing how consumers find information online. Optimising for voice search can help your business stay ahead of the curve. Learn more about this emerging trend:

Sustainability Marketing

Consumers are increasingly drawn to brands that prioritise sustainability. Incorporate eco-friendly practices into your marketing strategy to appeal to a growing audience that values responsibility:

Personalised Marketing

Customers respond better to personalised marketing experiences that cater to their individual preferences. Tap into this trend and see how it can benefit your business:

Interactive Content

Interactive content like quizzes, polls, and surveys can engage your audience on a deeper level. Find out how to use interactive content to your advantage:

Key Marketing Dates

Keeping track of key dates and events throughout the year can give your marketing campaigns a significant boost. Here’s a list of unmissable dates to generate buzz:

We hope that our ultimate guide has given you plenty of useful tips to help take your business to the next level. If you would like more expert advice or support, our friendly team is always here and happy to help.

For a free virtual marketing ideas session with marketing experts, call us on 01962 600 147 or email info@tlc-business.co.uk

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Why blogs still matter

With so much content out there demanding our attention, it’s easy to wonder whether creating blogs is worth the effort, or if it’s a thing that should be confined to the past. But blogs are way more powerful than you may realise!

Let’s dive into why blogs are still relevant and essential to include in your marketing plans:

Drives web traffic

Regularly featuring new blogs on your website is a great way to attract attention and drive more visitors to your site, boosting your online presence.

Improves search rankings with SEO

Blogs are perfect for Search Engine Optimisation (SEO). By including keywords and keyphrases (words that your audience will be searching for), and long-tail keywords (longer phrases that target specific queries), you can make your website rank higher in search results. Basically, the more valuable content you offer, the higher you will climb in the search results. 

Establishes expertise

Blogs give you the creative platform to share the latest innovations, information and ground-breaking research. This helps to establish yourself as a thought leader and industry authority that customers can trust.

Provides content for sharing 

Creating relevant and engaging blogs gives you the opportunity to share this content on social media and use snippets in newsletters, to attract a global audience.

Attracts potential customers & staff

Sharing blogs will mean you can attract like-minded individuals who share the same passion, potentially turning them into customers. This also works for attracting employees; by sharing content of your latest initiatives or team-building events, that makes your company stand out as a great place to work.

Encourages action

Blogs give you the opportunity to encourage your readers to take action, whether that’s signing up to your newsletter, or investing in your latest product. 

Builds communities 

Writing and sharing blogs will expose your brand to new audiences, helping you connect with a wider audience and build followers. This can often lead to collaboration and potential revenue opportunities.

No limitations 

Unlike social media platforms like X (formerly Twitter), where you are restricted by character limits, blog writing allows you to share thoughtful pieces and in-depth articles that will engage with your audience and make your business stand out from the competition.

Next steps

Businesses can often be put off including blogs in their marketing plans, as they don’t feel they have the skills, or time to invest in them. That’s where we come in. Our experienced team can put together a content plan full of engaging content ideas and create the blogs for you!

For a free virtual marketing ideas session with marketing experts, call us on 01962 600 147 or email info@tlc-business.co.uk

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Best Length For a Blog Post

Producing blogs is a great way to share expertise, drive traffic to your website and build engagement. If this sounds like something you want for your business, the next question people typically ask is, “what is the best length for a blog post?”

 

Getting the answer to this right is important because it has implications for SEO, engagement and more.

Before starting to write a blog, you must consider the collection factors that will influence how well your blog performs. Your audience, the structure of the post, the topic and the promotional channel are all elements that will determine the ‘perfect’ length for your blog.

You are probably now saying, “that is all great, but how many words should I write?” If so, let’s dive in deeper and determine what the best length for a blog post really is.

 

Is there a perfect length for a blog post?

You probably already knew this, but the truth is, the best length for a blog post completely varies depending on the content you are producing. Sounds like a cop out, right? But a word count does not define how meaningful (and effective) a piece of text is.

 

For example, if the topic is frequently asked about and searched for by many users online, a substantial (we’ll get on to what this actually looks like in a second) blog is ideal. Whereas, if it is a quick promotion of a service or a product you are advertising, it is best to keep it short and simple.

 

“Give us a number!” we hear you shout….

 

Blog word counts and what they are best for:

  • 50-300 words: These are short and snappy posts that tend to get more of the comments. Shorter posts are great conversation starters. They are straight-forward, and although they might not get many shares online, they are easy to read and create on a regular basis. 50-300 words are most effective for selling a product or a service and getting a reader to take a specific ‘Call to Action’ (CTA) i.e. downloading an e-book or signing up to an email list.
  • 300-600 words: These posts are the most common blogging length. They are still quick, easy to read and to the point. This length is a popular middle-ground for social media shares and engagement.
  • 750 words: This length is typically used for professional journalism, especially for newsletters. The length is great for shares on social media.
  • 1000-1600 words: This length is the most popular for blogging platforms and mostly used to address audience questions and solve someone’s problem. According to Medium, a collaborative writing platform, the ideal length for a blog is 1,600 words (or takes 7 minutes to read). A 1,600-word blog can be the perfect length as it gives the writer enough leeway to explain the chosen topic in detail, whilst also keeping the reader engaged. There is an opportunity to get lots of engagement on these posts and a high number of shares on social media. The most significant factor for this length is making sure the topic is interesting and solves a frequently experienced problem.
  • 1,600-2,500 words: The highest-ranking articles on Google are typically around this length. These posts can rank well on search engines. They help a website’s SEO by increasing the time spent on page. They can also encourage a new reader to join your mailing list to receive future insightful content. If the chosen topic is interesting to your audience and addresses a topic that readers are continuously searching around, the blog has a good shot at being a hit.

 

What is more important that blog length?

Relevance to your audience! It is irrelevant how many words your blog is, if it doesn’t address a relevant issue or topic to your target audience. We could write the most wonderfully researched 2,500 word blog on cultivating roses in a small garden, but if we are looking to engage with and build an audience of small business owners, the blog just won’t cut it.

 

So, what is the best length for your next blog post?

Well that depends on what outcome you are trying to achieve. Shorter content (at least 300 words) is the ideal blog post length if you are looking to create regular content on a wide range of topics that encourages visitors to take some form of call to action. It also makes it more practical to create on a regular and consistent basis.

 

Whereas, if you want to create a piece of content that will significantly improve your SEO and position you as an expert on that particular topic, you should consider devoting additional time to creating quality, long-form content of 1,600+ words. Less frequent posts, with deeper, more detailed content, can help you win at the SEO game.

 

All that being said, whilst we understand that having a word count target can be helpful, the bottom-line is, write what you are passionate about. Don’t focus on the length of your posts too much. It is better to produce high quality text with fewer words, rather than ‘rambling’ on for the sake of a higher word count. And with that in mind, I’ll shut up now!


To arrange a free virtual marketing ideas session with our friendly marketing team, call 01962 600 147 or email info@tlc-business.co.uk

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B2B marketing strategy: What marketing methods should you be using in 2020?

Introduction

Every successful business in 2020 should have a marketing strategy. A marketing strategy will define the marketing channels you will use as a business to reach, connect and engage with your customers and prospects to generate leads. The marketing channels you use should be appropriately chosen to get the biggest bang for your buck and specific to your business and the sector you’re in, but also, your choice should take into consideration your goals as a business. Ask yourself what do you want to achieve through your marketing? Is it growing your customer base and expanding your audience? Is it to generate more leads? Or for customer retention purposes? Whatever your aim is, firstly you must have a good understanding of your market, where you sit in that market and who your audience is, in order to identify the right marketing channels for you.

Where do I start?

First-things-first, a review of your competitors will help you to establish your company’s positioning and determine where you sit in the current market. If the market seems very crowded and everyone (including you) looks more or less the same, offering the same products or services, you need to consider how to stand out (in a good way!) and offer something unique to attract your customers, or as we call it – a USP (unique selling point). Whereas, you might discover you operate in a gap in the market, in which case you have something unique that nobody else is offering.

When you have reviewed your competitors and established your position and any USP you might have, you can then identify your target audience. You may have multiple customer profiles that you wish to target for your business, based around different products or services. You will need to consider your audience’s business type, age, gender, location, sector, job role, interests etc., to have a better understanding of what marketing channels you need to introduce into your marketing strategy. Your audience will also determine the type of messaging you use and what your marketing should look like.

You should use your review of your competitors to assess what marketing channels and techniques other businesses are using, as well as to find out which ones they are using well and which are not so effective. For example: what is their website like? Are they publishing new content regularly? Are they using social media? If so, which platforms are they using and how often are they posting? Do they send a newsletter? Have they got re-marketing ads set-up? Do they have pay-per-click adverts on Google? And so on. This will benefit you when you come to planning your marketing strategy and deciding which channels and techniques you should be using or could be doing better on, as well as which ones to avoid.

What’s next?

There are a multitude of effective marketing channels and techniques you can use within the B2B sector to connect with customers and prospects, but before you jump into doing all of them at once, you should create a marketing plan and select the channels that are going to be the most cost effective and beneficial for the results you want.

A marketing plan will also help you to plan for the costs and resources associated with each component and establish whether you will need to hire someone or outsource a marketing specialist to help you. Remember, just because one competitor might be doing everything, this does not mean you should and doing so could be a major waste of your time and money. Find what works for your business.

Some examples of marketing channels to consider for your 2020 strategy

To explain further, we’ll be putting together a series of informative blogs focusing on different marketing channels you could consider, including website & content creation, all things Google (SEO, paid search and remarketing), email marketing & telemarketing, social media and last but not least offline advertising and direct mail.

Keep an eye out on our blog and follow us on social media to make sure you don’t miss which channels will be best for you, to help you deliver your 2020 marketing strategy!

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The TLC Business Annual Marketing Lunch 2020

Essential Marketing Insights for SMEs ‘How to get the most out of your marketing buck’.

It’s that time of year again for the TLC Business Annual Marketing Lunch, where we will be providing SMEs in Hampshire with useful insights, tips, guidance and advice around how to get the most from their marketing budget in the year ahead.

This year’s free annual marketing seminar will be held at the Holiday Inn Winchester on Thursday 13th February 2020 from 12pm-2pm. Full details of the event can be found below but if you have any questions, please do not hesitate to contact us.

Spaces for this event are limited, therefore you must book your place in advance to confirm your attendance.

You can book your place here.

Please note: this event is not eligible for other marketing or creative agencies.

Event details:

Date: Thursday 13th February 2020
Time: 12pm – 2pm
Location: The Monarch Suite, Holiday Inn Winchester, Telegraph Way, Morn Hill, Winchester, Hampshire, SO21 1HZ
Refreshments: Buffet lunch & refreshments provided
Price: Free

Topics we’ll cover:

– Social media – how to make it work for your business
– PPC (Pay per click advertising) – why it is an important part of your marketing mix
– SEO (Search engine optimisation) – the fundamentals
– Email marketing – is it still relevant?
– Content – what should we be creating?
– How to stand out from the crowd
– How can I find out what is working?

We hope to see you there!

 

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