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Marketing Unzipped
Ever wondered why digital marketing feels like trying to zip up a tent in a storm? The strategies never quite fit, the jargon makes no sense, and you’re left wondering if anyone really knows what they’re doing.
Well, good news—you’re not alone. And you’re definitely in the right place.
Welcome to Marketing Unzipped.
This is a podcast where we take digital marketing apart, piece by piece, and figure out how to zip it back together in a way that works for you.
Some episodes will be just me—sharing honest insights, actionable strategies, and lessons I’ve learned from years of trial and error. But I’m also lining up some absolutely incredible guests. Business owners, marketers, and thought leaders from all sorts of industries—people who’ve been in the trenches, built campaigns from scratch, and, yes, made plenty of mistakes along the way.
We’ll be diving into their biggest successes, their facepalm moments, and the hard-won lessons that shaped their marketing journeys. I want you to walk away from every episode with actionable advice, fresh ideas, and the confidence to try something new in your own business.
Marketing Unzipped
Position Zero or Bust: Winning the AI Answer Race
On today's episode of Marketing Unzipped we're talking about Answer Engine Optimisation or AEO. This is something that is quietly disrupting the way we think about SEO and it's a fundamental rethink of how visibility online actually works.
For the last two decades, search engine optimisation has shaped how we write content, structure websites, and compete for attention. But something’s shifted – subtly at first, now unmistakably.
People no longer search the way they used to.
We’re seeing a profound change in behaviour. Users aren’t just typing keywords – they’re asking full questions in natural language. And they’re not necessarily looking for pages anymore – they’re looking for answers.
This shift marks the rise of what could be the next evolution in digital marketing: Answer Engine Optimisation.
And it’s not a gimmick. It’s a direct response to a new wave of AI-native tools and platforms that are fundamentally changing the traditional search experience.
AEO isn’t about replacing SEO – it’s about modernising it.
Search Engine Optimisation still matters. But now it needs a strategic counterpart. A framework that recognises the growing role of AI in shaping what gets seen, quoted, and trusted.
That’s why Answer Engine Optimisation matters.
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