The Future of Search is Here—Are You Ready?
Not long ago, if you wanted to find a local plumber, a marketing agency, or the best coffee shop in town, you’d type a search into Google, scan the results, and click on a website. But that’s changing—fast.
Search engines are evolving, and artificial intelligence is leading the charge. Instead of scrolling through pages of links, more people are getting direct answers from AI-powered tools like Google’s featured snippets, ChatGPT, and Claude. If your business isn’t showing up in these AI-generated responses, you’re already losing potential customers.
That’s why Raised sat down with Martyn Lenthall, founder of BAMSH Digital Marketing and an expert in digital strategy, to discuss the future of search and what businesses must do to stay visible. In this interview, Martyn introduces a game-changing concept called Answer Engine Optimisation (AEO)—a new way of structuring online content to ensure your business becomes the trusted answer customers see first.
If you’re still relying on traditional SEO or paid ads alone, this is the wake-up call you need. Because in the next two years, the way people find businesses online will look completely different. And if you don’t adapt? Your competitors will.
Let’s dive into what Martyn had to say.
Who is Martyn Lenthall?
When it comes to digital marketing, Martyn Lenthall isn’t just another agency owner—he’s been in the game for over 12 years, helping businesses navigate the fast-moving world of online visibility.
He’s the founder and director of BAMSH Digital Marketing, a Bristol-based agency that gives small and local businesses the same level of expertise that big corporations get from expensive London firms. His mission? To help businesses turn online visibility into real revenue, without the fluff, jargon, or empty promises.
Martyn’s no stranger to success. His agency recently won the Prestige Business Award for Lead Generation of the Year and was shortlisted for the British Business Awards’ SME Agency of the Year. But what really makes him stand out is his straight-talking, results-driven approach.
He doesn’t believe in chasing rankings or traffic for the sake of it. Instead, his focus is on what actually grows a business—more leads, more sales, and more profit. And right now, he’s leading the charge on one of the biggest shifts in digital marketing: answer engine optimisation.
If you’re still relying on traditional SEO tactics or paid ads alone, Martyn says you’re already falling behind. The way people search is changing, and businesses that don’t adapt will be left in the dust. So, how do you stay ahead? That’s exactly what we asked him.
The Shift in Search Behaviour
For years, businesses have focused on getting to the top of Google. The strategy was simple: optimise your website, create content, run ads, and work your way up the rankings. But that’s not enough anymore—because the way people search is changing fast.
Search engines like Google are now using AI-generated answers to respond to user queries. Instead of a list of links, Google increasingly gives users the answer right at the top of the page—often without them needing to click on a website at all. And it’s not just Google. More and more people are turning to AI tools like ChatGPT and Claude to get the information they need, skipping traditional search engines altogether.
So, what does this mean for businesses? If your website isn’t providing the answers that Google, ChatGPT, and AI-driven search tools are pulling from, your business won’t be seen. It’s that simple.
Martyn Lenthall has been watching this shift unfold, and he’s clear on what’s coming next. Businesses that rely solely on traditional SEO will start losing visibility. The ones that structure their content in a way AI understands and prioritises will dominate the search results—without even needing to outspend competitors on ads.
And this is where answer engine optimisation comes in. It’s not about ranking higher anymore—it’s about being the trusted answer that search engines and AI tools feature first.
So, how does it work? That’s what we asked Martyn next.
What is Answer Engine Optimisation and How Does It Work?
If you’ve been focused on SEO, it’s time to rethink your strategy. Traditional SEO is about ranking higher on Google—but answer engine optimisation is about being the answer AI tools choose.
Martyn explains it like this: when people search online, they’re not just looking for websites anymore. They’re asking direct questions. Instead of typing “best marketing agency near me,” they might ask, “How can I generate more leads for my small business?” And instead of clicking through multiple search results, they’re getting AI-generated answers right at the top of the page.
So, how does a business make sure its content is chosen as the answer?
- Rewrite website content to focus on answers, not just information – Most websites talk about what they do. But potential customers don’t care about that—they care about what you can do for them. AEO means structuring content in a way that directly answers the questions people are asking online.
- Use structured data (schema markup) to help search engines understand your content – AI and search engines don’t just scan words, they look for structured data to verify information. Businesses need to format their content properly so that AI tools like Google’s Search Generative Experience (SGE) and ChatGPT can find and display it.
- Create more content focused on customer questions – The businesses that win in this new search landscape are the ones that answer more questions, more clearly, than their competitors. This means writing blog posts, FAQs, and guides that directly answer what customers are searching for.
- Optimise for local search – For small businesses, AEO is a game changer. If someone searches for “best plumber near me” or “how do I fix a leaking tap?”, an AI-powered search tool might show a direct answer instead of a list of links. If your content is written correctly, your business can be the one providing that answer—which means instant credibility and more customers.
According to Martyn, this shift isn’t coming—it’s already here. Businesses that don’t adapt will start losing online visibility. But those that embrace answer engine optimisation can gain an edge over competitors without spending a fortune on ads.
And for small businesses, that’s a massive opportunity.
How Answer Engine Optimisation Levels the Playing Field for Small Businesses
For years, small businesses have struggled to compete online. Big brands dominate search results with massive budgets for SEO, PPC, and content marketing. But according to Martyn Lenthall, answer engine optimisation is the great equaliser—giving small businesses the chance to appear right alongside, or even above, industry giants in search results.
Here’s why AEO is a game changer for smaller businesses:
1. You don’t need a massive budget to win
Traditional SEO often rewards businesses that can outspend their competitors on backlinks, content production, and paid ads. AEO, on the other hand, is about who provides the best answer, not who has the biggest marketing budget. If a local business structures its content properly, it can outrank big companies in AI-generated responses without spending a fortune.
2. It helps you reach customers exactly when they need you
When people search online, they’re often in buying mode. Someone searching “how do I fix a leaking tap?” isn’t just looking for general information—they’re likely considering calling a plumber. If your business provides the best answer, you build trust instantly, and customers are far more likely to choose you over a competitor they’ve never heard of.
3. It builds credibility faster than traditional SEO
Ranking on page one of Google used to be the gold standard for online visibility. Now, the real goal is to be the direct answer Google or AI tools pull in response to a search. If your business is quoted by search engines as the expert, potential customers trust you immediately—without even needing to visit your website first.
4. Local businesses can dominate their area
Search engines like Google are doubling down on local search. That means features like Google Maps, Google Business Profile, and locally relevant content are more important than ever. AEO helps small businesses appear in the highly visible “answer box” when people search for services in their area.
5. No need to outbid competitors on paid ads
With traditional SEO and PPC, businesses often have to pay to be seen. But with AEO, you can earn visibility organically by structuring your content correctly. This means less reliance on expensive ads and more long-term, sustainable traffic.
Martyn puts it simply: “If you’re not answering the questions your potential customers are asking, your competitors will.”
For small businesses, this is a huge opportunity to take on big brands without needing a massive marketing budget. The question is—are you ready to take advantage of it?
How BAMSH Digital Marketing Helps Businesses with Answer Engine Optimisation
So, if answer engine optimisation is the future, how do businesses actually implement it? That’s where BAMSH Digital Marketing comes in.
Martyn Lenthall and his team at BAMSH have developed a step-by-step system to help businesses stay visible, attract customers, and increase revenue—not just with traditional digital marketing, but by leading the shift towards AEO.
Here’s how they do it:
1. SEO and Content Marketing with an AEO Focus
Most businesses already know they need SEO and content marketing. But BAMSH takes it a step further by optimising content specifically for AI-driven search. That means:
- Rewriting website content to answer customer questions clearly.
- Structuring content using schema markup so AI tools can easily find and feature it.
- Creating FAQs, guides, and blog posts that directly address common search queries.
2. Google Ads and PPC for Immediate Results
While AEO is a long-term strategy, BAMSH also helps businesses generate instant leads through paid ads. Their team manages Google Ads and PPC campaigns with a strong focus on converting clicks into revenue, not just traffic.
3. Social Media Strategies to Stay Front-of-Mind
Social media isn’t just about posting updates—it’s about building brand awareness and staying in front of your audience. BAMSH helps businesses create:
- Engaging content that answers customer questions before they even ask.
- Social proof and credibility, making businesses the obvious choice when customers are ready to buy.
4. AEO Implementation for Maximum Visibility
This is where BAMSH truly sets itself apart. They don’t just help businesses rank on Google—they help them become the answer AI tools rely on. That means:
- Structuring content for AI search engines like Google’s Search Generative Experience.
- Optimising for local search so businesses appear in Google Maps and featured snippets.
- Ensuring websites are “answer-ready” for the AI-driven future of search.
5. A Results-Driven, No-Jargon Approach
Martyn is clear about what BAMSH doesn’t do:
🚫 No fluff.
🚫 No meaningless reports filled with vanity metrics.
🚫 No tech jargon that confuses business owners.
Instead, their focus is on one thing—measurable growth. BAMSH measures success not by rankings or traffic, but by leads, sales, and revenue growth. They provide regular, easy-to-understand updates, showing exactly what’s working and how businesses are benefiting.
So, What Makes BAMSH Different?
✅ AEO expertise—helping businesses prepare for the future of search.
✅ A focus on real business results, not just vanity metrics.
✅ No-nonsense, transparent communication with clear reporting.
✅ A combination of traditional digital marketing + AI-driven search strategies.
Martyn and his team don’t believe in a one-size-fits-all approach. They take the time to understand each business’s goals, then tailor a strategy that actually drives growth, not just clicks.
And with search changing faster than ever, businesses that wait too long to adapt risk getting left behind.
The good news? BAMSH is here to make sure that doesn’t happen.
Practical Advice for Businesses: How to Get Started with Answer Engine Optimisation
If you’re a business owner, you might be wondering: “How do I actually implement AEO?” The good news is, you don’t need to be a digital marketing expert to get started. According to Martyn Lenthall, the key is to stop thinking like a business owner and start thinking like your customer.
Here’s a simple, actionable plan to help you begin:
1. Clarify Your Goals
Before jumping into AEO, ask yourself:
✔️ Do you want more leads?
✔️ Do you want better local visibility?
✔️ Are you trying to build brand awareness?
Understanding what you’re trying to achieve will shape your strategy. If your goal is more local leads, for example, your focus should be on optimising your Google Business Profile and answering location-based queries.
2. Identify What Your Customers Are Searching For
The biggest mistake businesses make? Talking about themselves instead of answering their customers’ questions. People aren’t searching for your company—they’re searching for solutions.
Here’s how to find out exactly what your audience wants to know:
🔎 Check Google’s “People Also Ask” section related to your industry.
🔎 Use ChatGPT or Claude to see what AI suggests as common queries.
🔎 Ask your customers directly—what do they search for before finding you?
🔎 Look at competitor websites—what questions are they answering?
3. Optimise Your Website to Answer Questions Clearly
Once you know what your audience is asking, make sure your website answers those questions in a structured way.
✅ Rewrite your homepage, service pages, and blog posts to focus on customer problems and solutions.
✅ Use clear, question-based headlines (e.g. “How Do I Generate More Leads for My Small Business?”).
✅ Add FAQ sections to key pages—these are often pulled directly into search results.
✅ Format answers clearly and concisely (AI tools prioritise well-structured responses).
4. Use Structured Data (Schema Markup) to Help AI Understand Your Content
AI-driven search engines scan websites differently than humans do. Structured data (schema markup) helps them identify key information quickly.
For example, if you’re a plumber, adding FAQ schema to your website might help Google pull your answer directly into a featured snippet when someone searches “How do I fix a leaking tap?”
You don’t need to be a coder to do this—there are free tools that generate structured data for you, or you can get a digital marketing agency like BAMSH to implement it.
5. Get Your Google Business Profile Fully Optimised
For local businesses, Google Business Profile (GBP) is essential. If you haven’t optimised it yet, you’re missing out on huge local visibility opportunities.
✔️ Fill out every section (business hours, services, photos, FAQs).
✔️ Use keywords customers are searching for in your description.
✔️ Encourage customers to leave reviews—this massively boosts visibility.
✔️ Regularly post updates to stay active and relevant.
6. Create Consistent, Customer-Focused Content
Google and AI-driven search tools favour businesses that regularly publish valuable content. But that doesn’t mean you need to write endless blog posts. Instead, focus on quality over quantity.
✅ Write articles that answer specific questions your customers have.
✅ Turn common questions into short, easy-to-read blog posts.
✅ Repurpose content into social media posts, videos, or email newsletters.
7. Measure Your Results & Keep Improving
Unlike traditional SEO, AEO is all about clarity and relevance—so you’ll want to track your progress.
📊 Monitor your Google Business Profile insights—are more people finding you?
📊 Check your website analytics—are customers spending more time on pages with clear answers?
📊 Use tools like Google Search Console to see which queries bring traffic to your site.
Final Thought: It’s Never Too Late to Start
If you’ve never thought about AEO before, now is the time. Search behaviour is changing fast, and businesses that don’t adapt will start losing visibility.
The best part? You don’t have to do it all at once. Start with the easiest wins—rewrite key pages to answer customer questions, optimise your Google Business Profile, and add structured data where possible.
As Martyn puts it:
👉 “If your business isn’t answering customer questions, your competitors will.”
The question is—will you be the business AI trusts to provide the answer?
Key Takeaways & What to Do Next
The way people search for businesses online is changing—and it’s happening fast. AI-powered search tools are prioritising clear, well-structured answers over traditional rankings, meaning that businesses that fail to adapt will lose visibility.
But the good news? Answer engine optimisation (AEO) gives businesses—especially small and local ones—a way to compete without needing massive marketing budgets.
Here are the key lessons from our conversation with Martyn Lenthall:
✅ Search is shifting from rankings to answers – AI tools like Google’s Search Generative Experience and ChatGPT are delivering direct responses rather than just showing a list of websites.
✅ If your business isn’t answering key questions, you’re invisible – If you’re not providing AI-friendly, structured answers to common search queries, your competitors will take your place.
✅ AEO levels the playing field for small businesses – You don’t need to outspend big corporations to win in search. The best answers—not the biggest budgets—get featured.
✅ Google Business Profile is more important than ever – If you run a local business, optimising your GBP is essential to showing up in local searches and Google Maps.
✅ Structured data helps AI find you – Adding schema markup and clearly structuring your content makes it easier for search engines to feature your business as a trusted answer.
✅ The best time to start was yesterday. The second-best time is now. – Search is evolving quickly. Businesses that start implementing AEO now will gain a huge competitive advantage.
So, What Should You Do Next?
👉 Step 1: Start Answering Questions Clearly
- Rewrite your website and blog content to focus on customer problems and solutions.
- Use FAQ sections and question-based headlines to improve visibility.
👉 Step 2: Optimise Your Google Business Profile
- Complete every section and use keywords your customers are searching for.
- Actively collect and respond to customer reviews.
👉 Step 3: Add Structured Data (Schema Markup)
- Use free tools or an expert to help search engines understand your content better.
👉 Step 4: Stay Consistent with Content
- Publish blog posts, FAQs, and videos that answer common industry questions.
- Make your content clear, structured, and easy to scan.
👉 Step 5: Track Your Progress & Adjust
- Monitor your Google Business Profile insights and website analytics to see what’s working.
- Adapt your strategy based on what customers are searching for and engaging with.
Need Help? BAMSH Digital Marketing Has You Covered
If you’re feeling overwhelmed or just want expert help implementing AEO, Martyn Lenthall and his team at BAMSH Digital Marketing can help you future-proof your business’s online visibility.
📞 Want to see how AEO can work for your business?
Get a free consultation with BAMSH Digital Marketing today.
The future of search isn’t coming—it’s already here. The only question is, will your business be ready?
Frequently Asked Questions (FAQ) – The Future of Search and Answer Engine Optimisation
What is answer engine optimisation and how does it fit into a digital marketing strategy?
Answer engine optimisation (AEO) is a modern approach to search visibility that focuses on providing direct, structured answers to user queries. Unlike traditional SEO strategies that aim for higher search rankings, AEO ensures that businesses appear as the trusted source in AI-generated responses. This method aligns with evolving search engine algorithms by prioritising clarity, user intent, and meaningful interactions rather than outdated tactics like keyword stuffing.
How do search engine algorithms impact content strategies today?
Search algorithms are now smarter than ever, thanks to natural language processing and AI advancements. They no longer just match keyword density to a page—they assess the relevance and structure of content to determine whether it provides comprehensive answers. Successful content strategies must now focus on user interaction, credible sources, and a strategic approach to delivering concise answers that directly address conversational queries and follow-up questions.
What role does user experience play in modern SEO strategies?
User experience is at the heart of modern SEO. Search engines prioritise pages that offer a seamless, informative, and engaging experience. This includes fast-loading pages, clear navigation, and content creation that is easy to read and understand. The more user-friendly a page is, the higher its click-through rate, increasing its visibility in organic search results.
Why is keyword stuffing no longer effective in search rankings?
Keyword stuffing was once a common trick to manipulate search rankings, but algorithm updates have made it ineffective. Instead of simply counting relevant keywords, search engines now analyse content quality, user interaction, and the credibility of sources. Overuse of keywords can actually harm rankings, while a balanced, strategic approach that incorporates long-tail keywords naturally within forms of content is far more effective.
How does voice search influence the future of SEO?
With the rise of voice searches, search engines now prioritise conversational queries over robotic keyword strings. Users expect instant answers that feel natural and reflect how they speak. To adapt, businesses need to optimise for Google Search by structuring content in a way that directly responds to user queries. This shift is shaping the SEO landscape, making it essential to focus on user intent rather than outdated keyword targeting techniques.
What is the impact of search history on personalised search results?
Search history plays a significant role in how results are displayed. Search engines use past behaviour to refine responses to user queries, making them more personalised. This means that businesses must create high-quality, relevant content that appeals to target audiences across different search contexts. A one-size-fits-all approach no longer works—content must be tailored to align with user preferences and search technology trends.
How can businesses optimise for the future of SEO?
The future of SEO will be defined by AI-driven content, user-focused experiences, and an emphasis on comprehensive answers. To stay ahead, businesses should:
- Focus on content creation that directly addresses user intent
- Use structured data to improve visibility in search algorithms
- Optimise for voice searches and conversational queries
- Ensure a human touch in content to improve engagement and meaningful interactions
- Adapt to algorithm updates that favour credible sources and concise answers
How do businesses balance AI-driven search technology with the human touch?
While AI is revolutionising search, businesses must ensure their content retains a human touch. People still value content that feels authentic, trustworthy, and user-focused. This means blending strategic keyword targeting with engaging storytelling, using credible data, and fostering user interaction through well-crafted responses. AI may generate results, but real engagement comes from human expertise and insight.
What should businesses do next to stay ahead in the digital landscape?
To thrive in the evolving digital landscape, businesses need to prioritise user engagement, structured content, and adaptability. This means moving beyond traditional SEO techniques and embracing answer-driven content, optimising for organic search, and refining their approach based on search history and user behaviour. Those who invest in forward-thinking SEO strategies will not only maintain visibility but also lead in their industry as search technology continues to evolve.
Businesses that understand these shifts and take a strategic approach to their digital marketing strategy will future-proof their online presence and stay ahead of the competition.
