In a recent LinkedIn post, Ross Simmonds discusses a significant shift in how potential customers discover products and services, urging small and medium-sized business (SMB) marketing teams to adapt their strategies away from traditional SEO towards emerging AI-driven search methods.
Simmonds highlights the evolving landscape where buyers are increasingly leveraging AI tools for initial research and shortlisting, posing a risk of invisibility for businesses not present in these new search results. He states:
“Most SMB marketing teams are still optimizing for a search page fewer people are looking at. Your buyers moved. They’re asking ChatGPT, Perplexity, AI Overviews to make the shortlist for them. If you’re not in that answer, you’re not losing a ranking. You’re not in the room.”
The Shift from SEO to AI-Powered Discovery
Ross Simmonds argues that the fundamental nature of search is changing, moving beyond traditional keyword rankings to AI-generated answers. This necessitates a new approach, which he terms AI-driven Organic, or AEO, rather than a mere iteration of Search Engine Optimization (SEO).
According to Simmonds, businesses that continue to focus solely on traditional SEO metrics risk becoming irrelevant. The core issue, as he points out, is not just about ranking but about being part of the initial discovery process facilitated by AI.
Understanding AI-Enhanced Organic (AEO)
Simmonds emphasizes that AEO is a distinct discipline from SEO, requiring a different strategic mindset. He outlines key areas to be addressed in his upcoming HubSpot webinar series:
- Defining AEO and differentiating it from SEO.
- Assessing a brand’s current visibility in AI-driven search.
- Conducting an AEO visibility audit using HubSpot.
He believes that by understanding these components, businesses can gain clarity on their current standing and identify immediate actions to take.
The Urgency for SMBs to Adapt
In Simmonds’ view, the transition to AI-powered search is not a distant future possibility but a present reality. SMBs, often operating with leaner resources, need to be particularly agile in adopting new strategies to remain competitive.
He notes the critical importance of being present in the AI-generated answer sets:
“If you’re not in that answer, you’re not losing a ranking. You’re not in the room.”
This powerful statement underscores the potential for complete exclusion from a buyer’s consideration set if a business fails to adapt. Simmonds suggests that understanding one’s position in this new landscape is the crucial first step.
Actionable Insights from the HubSpot Series
The webinar series, co-hosted with HubSpot, is designed to provide practical guidance. Simmonds intends for participants to leave with a clear understanding of their AEO status and a roadmap for improvement.
He highlights the outcome of the first session:
“Walk out knowing exactly where you stand and what to do first.”
This focus on actionable takeaways suggests a practical, results-oriented approach to navigating the complexities of AI in search marketing. Simmonds’ insights point towards a necessary evolution for SMBs aiming to maintain and grow their market presence in an increasingly AI-influenced digital world.
📝 About This Content
This article is based on insights shared by Ross Simmonds on LinkedIn.
📅 Originally posted on August 10, 2026 | View original post on LinkedIn →