Search engines have long been the most important tool for finding information on the web. The typical search experience involved users entering a search query, displaying multiple websites on the search results page (SERP), and then selecting and exploring the information they needed. This structure has significantly influenced companies' digital marketing strategies, and search engine optimization (SEO) has become a key strategy for attracting traffic to corporate websites.

However, Google has recently introduced a new technology that fundamentally changes the search experience: "Search Generative Experience (SGE)." SGE leverages generative AI to synthesize information from multiple websites to answer a user's query, providing a summarized answer at the top of the search results. This technology is transforming the structure of search results pages and revolutionizing how users navigate information.

In this environment, traditional SEO strategies alone are no longer sufficient. Answer Engine Optimization (AEO) strategies—strategies designed to enable a company's content to go beyond simply appearing in search results and be utilized in AI-generated answers—are becoming increasingly important.

Market needs

As generative AI-based search becomes more widespread, the way users consume information is rapidly changing. In traditional search environments, users had to visit multiple websites, compare and explore information. However, in SGE environments, AI analyzes diverse information and provides a single, summarized answer, enabling users to access information more quickly.

These changes are improving user experience while also creating new demands on corporate content strategies. Companies need new strategies that go beyond simple search exposure strategies to ensure content visibility in AI-powered search environments. The following changes are currently occurring in the market:

• Provide AI summary answers at the top of the search results page.
• Possibility of decreased click-through rates in search results
• The growing importance of reliable content
• The growing need for content structures that AI can understand

Problems to be solved and directions for their resolution

In an SGE environment, the role of content changes. While previously driving clicks in search results was crucial, in a generative search environment, a key goal becomes leveraging content as a source of information for AI answers.

To achieve this, companies should consider the following strategies:

First, the information structure of the content must be clearly designed. Since AI generates answers based on structured information and clear explanations, the structure and context of the content are crucial.

Second, it must secure expertise and credibility to be recognized as a trustworthy source of information. In an AI search environment, content with high credibility is more likely to be cited.

Third, we need to develop a question-centered content strategy. In a generative search environment, content that clearly answers users' questions becomes increasingly important.

This approach plays a crucial role in ensuring that content goes beyond simply appearing on search results pages and functions as an information asset that can be leveraged in AI search results.

Challenges from a technology, design, and security perspective

1) Technical perspective

To implement an AEO strategy, content structure and data design are crucial. In particular, the following technical elements are required. This technical foundation plays a crucial role in enabling AI to understand and utilize content.

• Applying structured data (Schema Markup)
• Content Metadata Management
• Question-based content structure design
• Content data structure considering AI search environment

2) Design perspective

In an SGE environment, the user experience after visiting a website is also important. Users who visit a website through AI responses expect more specific information.

This requires the following UX strategies, and these design strategies contribute to increasing the readability of content and improving the user experience.

• Content Hub Structure
• Question-based content interface
• Related content link structure
• UI design that supports content exploration

3) Security and reliability

In an AI-powered search environment, content reliability and data management also become crucial factors. Reliable content is a crucial element in strengthening a company's brand authority in AI-powered search environments.

Companies should consider the following factors:

• Ensuring content sources and reliability
• Compliance with Privacy Policy
• Establishing a data security and management system

Iropke's approach

Iropke proposes a search strategy for the AI ​​era that combines SEO and AEO strategies to respond to the generative search environment.

First, the content structure is designed to be understandable not only by search engines but also by AI answering systems. This is achieved through structured data and a clear information structure.

Second, develop a content strategy based on the company's expertise. Content with expertise and credibility is highly likely to serve as a valuable source of information in AI-driven search environments.

Third, design your website as a content hub, allowing visitors to explore a variety of information. This allows you to develop a digital strategy that consistently maintains customer contact, even in an AI-driven search environment.

This approach provides a critical foundation for businesses to build strategies that go beyond simple search exposure in generative search environments and achieve continuous visibility in an AI-driven information ecosystem.