How Small Marketing Teams Can Approach AEO

Businesses that depend on search for leads and revenue face a growing need to understand how they appear in AI-generated answers. For companies without the budget or staff to create a dedicated search department, HubSpot Marketing outlines three ways to manage answer engine optimization, or AEO: do the work in-house with low-cost tools, use a software platform, or seek agency support.

The choice comes down to the time a team can commit each week, the budget it has available and its ability to turn measurement into action. HubSpot notes that AI Overviews can appear before organic listings and, in some cases, above paid advertisements. That makes visibility in those answers a consideration for marketers alongside their existing search work.

Three approaches for lean teams

A do-it-yourself workflow relies on free or inexpensive tools. It offers a starting point for teams that can dedicate time to checking visibility, tracking prompts and updating content. Those activities do not require a dedicated specialist to begin, according to HubSpot, although the work still needs to be carried out consistently.

Another option is a software solution that brings tracking and recommendations together. HubSpot cites its own AEO product as an example of this approach. For marketers considering software, the distinction in HubSpot's framework is that a centralized platform supports the workflow, while the team still needs to act on what measurement shows.

Agency support is the third route for businesses that want the work handled externally. HubSpot presents it as an alternative to building the process around internal staff or software. Each route addresses the same underlying need to measure visibility and make content updates, but the appropriate choice depends on the resources available to the business.

What this means for marketers

Start by establishing a baseline for the brand's visibility in AI-generated answers before developing a broader strategy. HubSpot says measurement, prompt tracking and content updates can all begin within a week, and suggests using starter prompts to build a repeatable tracking system. From there, assess how much time the team can reliably spend on the work and whether a DIY process, software or outside support best fits the budget.