Akademik Veri Yönetim Sistemi
Pazarlamanın Genişleyen Ufukları: Dijitalleşme, Tüketici ve Stratejik Dönüşümler, Gürdin Bahar, Editör, Bidge Yayınları, Ankara, ss.278-295, 2025
This book chapter examines the transformation of search visibility from traditional Search Engine Optimization (SEO) to Answer Engine Optimization (AEO) in the context of generative artificial intelligence and large language models. As AI-driven search engines increasingly provide direct, synthesized answers rather than ranked links, the logic of digital visibility, content production, and brand discoverability is undergoing a fundamental shift. The chapter conceptually analyzes how generative AI reshapes information retrieval, user search behavior, and the criteria through which content gains prominence in answer-based search environments.
Building on this transformation, the study discusses the limitations of keyword-centered SEO practices and highlights the growing importance of semantic relevance, user intent, structured data, topical authority, and trust signals in AI-mediated search ecosystems. The chapter further explores how brands and content creators must adapt their digital marketing strategies to align with answer engines that prioritize contextual understanding, credibility, and usefulness over traditional ranking metrics. By integrating insights from digital marketing, information systems, and AI studies, this chapter offers a comprehensive framework for understanding AEO as an emerging paradigm of search visibility. The study aims to contribute to the academic literature while providing strategic implications for marketers navigating AI-driven search environments.