How does the Sort-It Audit work?

The Sort-It Audit is a deep dive into your current marketing - what's working, what's wasting budget, and where the real opportunities are. You'll come away with a clear, prioritised action plan that's tied to your business goals, not just a list of vague recommendations.

What results can I expect from a Retained Partnership?

Most clients see a noticeable shift within the first 90 days - more consistent activity, sharper messaging, and better-qualified leads. Longer term, you can expect a structured marketing function that actually drives revenue, not just impressions.

What kinds of businesses do you work with?

Glint works with established B2B service businesses - think consultancies, agencies, professional services firms, and tech-enabled companies. If you've been relying on referrals, have wasted money on marketing that went nowhere, or just need someone to bring proper strategy to the table, you're likely a great fit.

Do I need a big in-house marketing team to work with you?

Not at all. Many of our clients come to us precisely because they don't have that resource. We work as an extension of your team - bringing the strategy, structure, and execution so you don't have to hire a full department to get results.

What makes Glint different from other marketing agencies?

We lead with brand first. That means before we talk about channels or campaigns, we make sure your positioning is clear and your marketing is integrated across at least three touchpoints. It's the difference between scattered activity and a plan that compounds over time.

Guides

How AEO Differs from SEO for B2B Businesses

SEO optimises your website to rank in search engine results pages. AEO (answer engine optimisation) optimises your content to be cited by AI systems like ChatGPT, Perplexity, and Google's AI Overviews when they answer questions directly. For B2B businesses, the two disciplines overlap but are not the same: SEO wins you clicks from people who search, AEO wins you citations from AI systems that answer on behalf of people who no longer click at all.

Most B2B businesses need both. But the balance is shifting, and understanding the difference is now a commercial decision, not a technical one.

What is SEO and what does it actually do for B2B?

SEO is the practice of making your website rank higher in Google and other search engines. It works through a combination of keyword-targeted content, technical site health, and backlinks from other credible websites. When someone searches "B2B consultancy London" or "HR software for small businesses," SEO is what determines whether your site appears on page one or page five.

For B2B businesses, SEO has been the primary driver of organic visibility for the past two decades. It still works. High-intent search traffic, where someone is actively looking for what you offer, converts well. If you have invested in SEO, that investment is not wasted. But it was built for a world where people clicked through to websites. That world is changing.

What is AEO and why does it matter now?

When someone asks ChatGPT, Perplexity, or Google's AI Overviews a business question, those systems do not return a list of links. They return an answer, drawn from content they have assessed as credible, structured, and relevant. The user may never visit a website at all.

AEO is the practice of making your content the source those AI systems cite. It requires a different approach to traditional SEO: direct answers to specific questions, clearly structured pages, and content that reads as authoritative rather than keyword-dense.

The core shift: SEO asks "how do I rank?" AEO asks "how do I get cited?"

For B2B professional services firms, this matters because your buyers are already using AI tools to research suppliers, compare options, and shortlist providers. If your content is not structured to be cited, you are invisible in that part of the buying process.

The four key differences between AEO and SEO for B2B

	SEO	AEO
Intent signal	Targets keywords	Targets questions
Success metric	Click-through traffic and rankings	Citations and brand mentions in AI responses
Content format	Rewards depth, dwell time, and comprehensive coverage	Rewards directness, quotability, and clear structure
Buyer stage	Captures buyers who are actively searching	Influences buyers before they have formed a search query

Intent signal

SEO is built around keywords: terms people type into a search bar. AEO is built around questions: the full-sentence queries people put to AI systems. "B2B marketing agency" is an SEO keyword. "Which B2B marketing agencies are worth speaking to?" is an AEO prompt.

Success metric

SEO success is measured in rankings and clicks. AEO success is measured in citations: how often your content appears as a source in AI-generated answers. These require different tools to track.

Content format

SEO rewards long, comprehensive content that keeps readers on the page. AEO rewards content that answers a specific question directly, in the first sentence, in plain language. Quotable, structured, unambiguous.

Buyer stage

SEO captures buyers at the moment they search. AEO influences buyers earlier, when they are researching a category or problem and asking an AI to orient them. That is often before they have a shortlist, or even a clear brief.

Do B2B businesses need both SEO and AEO?

Yes. They serve different moments in the buying process, and ignoring either creates a gap.

SEO still drives traffic for high-intent queries. When a buyer is ready to evaluate suppliers and types a specific search term into Google, you want to be there. That has not changed.

AEO covers a different moment: when a buyer is earlier in their thinking and turns to an AI tool to understand a category, compare approaches, or get a quick orientation. That moment is now standard at the top of the B2B funnel.

The risk of ignoring AEO is not that SEO stops working. It is that buyers are vetting you through AI before they ever reach your website. If you are not cited in those AI responses, you do not exist in that moment of the research process. By the time they run a Google search, the shortlist may already be formed.

Common questions about AEO and SEO for B2B

Is AEO just SEO with a different name?

No. SEO optimises for search engine rankings and click-through traffic. AEO optimises for citation by AI systems that answer questions without sending users to websites. The technical requirements, success metrics, and content formats are meaningfully different. They overlap, but they are not the same discipline.

Will AI search replace Google for B2B buyers?

Not entirely. Google remains dominant for high-intent, transactional searches. But AI-assisted research is already standard at the top of the B2B funnel. Buyers use ChatGPT, Perplexity, and AI Overviews to orient themselves before they run a Google search. Both channels matter.

How long does AEO take to show results?

It can be faster than traditional SEO in some cases. AI models update their citation sources more frequently than Google updates organic rankings. A well-structured answer page can start appearing in AI responses within weeks. That said, authority signals still matter, and building them takes time.

Can I do AEO without a big content team?

Yes. AEO favours precision over volume. A small number of well-structured answer pages, each targeting a specific question your buyers are asking, will outperform a large blog with no clear answers. Quality and structure matter more than output.

Not sure where your B2B visibility stands right now?

Book a Power Hour and we will show you exactly where you are being found, and where you are not.

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