Google's Had a Midlife Crisis.

 

I was in Manchester last month, having dinner with a group of CEO’s. Someone asked: "When did you last actually click on a Google result?" Silence. Cutlery clinking. A sheepish look around the table.

The honest answer? Barely ever. Because Google — and every AI assistant after it — now just tells you the answer. No clicking required.

That single change has quietly dismantled 20 years of SEO strategy. And most businesses haven't noticed yet.

 

1. What on Earth is SEO?

SEO — Search Engine Optimization — is the game of making your website show up when someone types something into Google. You stuff in the right keywords, get other sites to link to yours, and pray to the algorithm gods. If it works, you appear on page one. If it doesn't, you're on page two — which, as the joke goes, is the best place to hide a dead body.

It's been the backbone of digital marketing since the late 1990s.

 

Otherwise, you get into the paid game where the highest bidder gets seen. It could be the worst product, but because they have paid the most for the ad, they appear at the top of the search page. Companies have spent fortunes on it. Some still do.

But the internet has moved on. And it's taking your customers with it.

 

2. Enter AEO — Answer Engine Optimization

Here's what's changed. When someone types "best CRM for a 50-person sales team" into Google today, they often don't see ten blue links. They see a direct answer — right there at the top. No clicking. No visiting your site. Just the answer.

That answer comes from somewhere. And if it doesn't come from your content — if your website isn't written in a way that answers real questions clearly (or you have paid a ton of money for the ad space) you're invisible. Completely.

AEO is about structuring your content so that search engines pick you as the answer. Think about FAQs. Think 'What is...?' pages.

Think content that directly answers the questions your ideal customer is actually asking.

Frank's Quick Tip  Write one page on your website that answers your single most-asked customer question, in plain English. No jargon. No waffle. Just: question at the top, clear answer underneath. That's AEO in action.

 

3. Now Meet GEO — Generative Engine Optimization

If AEO changed the game, GEO has rewritten the rulebook entirely.

When your customers ask ChatGPT, Claude, Gemini, or any AI assistant a question “who are the best sales trainers in the UK?" or "what should I look for in a keynote speaker?" — the AI doesn't search Google. It draws on everything it's been trained on, plus real-time browsing. And it gives one authoritative answer. Maybe two or three names. Maybe mine. Maybe not.

Do a Google search for ‘Sales Technology Speaker’ and see what comes up…

GEO is about making sure that when AI talks about your industry, it talks about you.

That means being mentioned in credible online articles. My next article will be sharing my 7 point system for creating articles and blogs….

Getting quoted by respected publications. Having clear, authoritative content that AI systems can cite confidently. Building a digital reputation that AI trusts.

It's not quick. But neither was SEO in 2003. The businesses investing in it now will be the ones AI recommends in 2026 and beyond.

 

4. SEO vs AEO vs GEO — The Simple Version

 

SEO	AEO	GEO
Keywords	Questions & answers	AI-ready content
Clicks to your site	Direct answers given	Your content IN the answer
Google rankings	Voice & chat results	AI model citations
Rank higher	Be the answer	Be quoted by AI

 

5. What This Means For Your Business Right Now

You don't need to panic, but you do need to act. Here's what I tell every CEO and sales director I work with:

▪      Write like a person. Stop writing for Google bots. Start writing for human beings asking real questions.

▪      Answer the questions. Your website should answer the top five questions a prospect asks before they buy from you. Make those pages exceptional.

▪      Build your authority. Get your name and expertise into industry articles, trade publications, podcasts and news sites. That's what AI reads.

▪      Don't ditch SEO entirely. Don't abandon SEO overnight — it still matters. But treat it as one leg of a three-legged stool, not the whole chair.

▪      Test it yourself. Ask ChatGPT right now: 'Who are the top [companies] in [your sector] in [your country]?' If your name isn't there, you have work to do.

 

Quick Tip  Try this today: open ChatGPT and type 'What should I look for when hiring a [your type of service] provider?' If your expertise, your company, or your name doesn't appear in any form — that's your gap. Now go fill it.

 

The Bottom Line

The businesses that dominated Google in 2010 weren't the ones who got lucky. They were the ones who understood how search worked before their competitors did and moved first.

We're at the same moment again. The rules have changed and the question is whether you're one of the businesses shaping the new game — or one of the ones about to be left wondering where all their leads went.

Brutal truth: if an AI assistant can't find you, endorse you, or cite you — you're as invisible to a whole generation of buyers as if your website didn't exist.

Time to get found.

 

Want to make sure AI finds — and recommends — your business? Let's talk.

 

Unlocking LinkedIn's Power for Your Business

 

Hey there, LinkedIn lovers and business buffs!

Remember when we first dipped our toes into the world of social media for business? For some of us, it feels like yesterday. For me, I’ve been riding this LinkedIn wave since the start (always get in early).

With 32,000 followers under my belt, I've seen this platform evolve from a simple networking site to a powerhouse for business growth and teach the skills to businesses around the world.

In today’s fast-paced digital world, LinkedIn is more than just a platform for job seekers—it’s a goldmine for businesses looking to connect, grow, and thrive. With over 930 million members, LinkedIn offers an unparalleled opportunity to build your brand, showcase your expertise, and engage with your target audience.

It is a powerful tool for businesses of all sizes. It's a platform where you can connect with potential clients, partners, and employees. It's also a great way to establish your brand as an authority in your industry.

LinkedIn isn’t just another social network; it’s a professional playground where decision-makers, influencers, and thought leaders come together. Whether you’re in sales, marketing, or any other sector, LinkedIn provides the tools you need to reach your ideal clients and close more deals.

You are probably thinking. "we've heard it all before, what's new?" Well, buckle up, because we're about to take a journey through the LinkedIn landscape, and trust me, there's always something fresh to learn.

First things first - let's talk algorithms.

How LinkedIn's Algorithms Work

LinkedIn’s algorithm is designed to promote meaningful engagement. Unlike other platforms where content can get lost in the noise, LinkedIn prioritizes posts that spark conversation and add value. By understanding how the algorithm works, you can ensure your content reaches the right people at the right time.

. Here’s how it works:

1. Relevance: LinkedIn prioritizes content that is relevant to users based on their interests, job titles, and previous interactions.
2. Engagement: The more likes, comments, and shares your post gets, the more likely it is to be shown to a wider audience.
3. Timing: Posts that perform well shortly after being published are more likely to be promoted by the algorithm.

These algorithms can make or break your LinkedIn game. They're constantly changing, but here's the scoop: LinkedIn loves engagement.

It's like that friend who thrives on conversation. The more your posts spark discussion, the more the algorithm will show them love.

So, when's the best time to post?

Well, it's not an exact science, but I've found that Tuesday through Thursday, between 7-10 am and 5-6 pm, tend to be golden hours. I like posting at 7.30am, it seems to be a sweet spot.

This is when professionals are checking their feed before and after their workday, so make sure your content is live and ready to engage them.

But don’t just take my word for it - experiment and see what works for your audience.

Right now, I am experimenting in using AI generated content and my own content to see if there is any difference in results. I am also experimenting with things like different timings when I post, different days including weekends and scheduled versus live daily posting.

I’ll keep you updated with the results.

I actually prefer chunking and scheduling. I would take a day and create a months’ worth of content and then schedule this. I do it with all the social channels including YouTube.

Now, let's chat about headlines.

They're your first impression, your digital handshake. A catchy headline is like a well-tailored suit - it makes people want to know more.

I always start and finish with a question. A question at the start catches attention and a question at the end of a post encourages interaction.

 

 

LinkedIn also likes a variation of posts:

Ø  Polls – LinkedIn loves polls, and these can turn into valuable lead sources. I work with a number of businesses where I have shown them the exact strategies of how to turn polls into sales. Two of the businesses now get 80% of their business from LinkedIn and the majority from the poll strategy.

Ø  Videos – LinkedIn also loves videos. We live in a visual society and great pictures or videos capture attention. The ideal length is around a minute and mix the videos between:

Ø  How to

Ø  Personal

Ø  Fun and humorous

Ø  Business

Ø  Product demos

Ø  Team building

Ø  Recruitment

Ø  Video testimonials

 

Ø  Carousel or PDFs – The algorithms measure time spent on a post and a long PDF document is like paging through a book on LinkedIn. A great strategy with any type of post is to give away free information…. tell people ‘What to do’, for the ‘how to do’ they will need to pay you. I use some great AI applications like beautiful.ai and popai.pro to create PowerPoint presentations, download them and add my own content and have a call to action and then save them as a PDF. I then upload this PDF document.

Ø  Free Giveaway eBooks in exchange for permission to have them join your mailing list. I have created free downloadable eBooks on LinkedIn and Video marketing (55-page books) that people can download in exchange for their email or comments.

Ø  Photos with great posts. Use applications like Canva to create beautiful visuals and write a great post to support it, you will be surprised at the results

Ø  Text only posts – if these are funny or have content, your results will be reflected in your effort.

Ø  Articles – LinkedIn loves articles. Take your time in creating great articles with visuals and a call to action, this will build your subscriber list on LinkedIn. I also use a strategy called COPE – Create Once, Publish Everywhere. If I create an article I will make 4 variations of the article with four different headlines and tags and share them on my website, Blogger, LinkedIn and Article Directories to get the maximum exposure for my efforts. In one of my future articles I will share the 8 step strategy for creating great articles and blogs.

Remember to vary the posts between personal and business. If they are business only posts or a sales pitch, people will quickly move on.

One of my posts telling a story of my meal on British Airways went viral with 53,000 views, 700 comments and numerous shares.

Vary your posts. If you take a look at my LinkedIn (please follow me at https://www.linkedin.com/in/frankfurness/ )

you will notice that my strategy is:

Ø  Monday – Either Motivational Monday quote, story or experience

Ø  Tuesday – best day of the week to post, this is when I post my poll or an article

Ø  Wednesday – Normal post with great content and pictures

Ø  Thursday – Video

Ø  Friday – Funny Friday – humorous story or quote.

Hashtags are another powerful tool on LinkedIn.

They help categorize your content and make it easier for users to find posts that interest them.

But remember, don't go hashtag crazy. Three to five relevant ones will do the trick and only the first three count.

When choosing hashtags, mix broad ones like #sales or #marketing with more niche tags like #AIinBusiness or #LinkedInTips to reach both wide and targeted audiences.

Also ensure you have hashtags with a lot of followers. Go to ChatGPT and tell it about your business and ask the best LinkedIn hashtags related to your business with the most followers.

Of late, LinkedIn is not placing so much importance on hashtags, so watch this space and let’s see what changes will take place.

To check followers on a hashtag, just go to your post and right click on a hashtag which will take you into a new window and show you the number of followers.

Speaking of first impressions, let's talk about your profile.

It's not just a digital resume; it's your business card, your billboard, your chance to shine!

Use a professional photo (no, not the one from your cousin's wedding or holding your favorite pet).

Ensure you have a great banner (take a look at mine) that tells your audience exactly what you do and includes your contact details, make it easy for people to do business with you.

It is easy to create a stunning banner using Canva.

Ensure that you have a compelling headline which is optimized for search engine optimization.

If you do a Google search for ‘Sales technology speaker’, you will notice that I own this page and have done for 10 years everywhere in the world.

In a future article I will show you how to do this, but for now you will notice that my LinkedIn optimized profile has me at the top of the page in searches.

Please don't neglect your 'About' section.

Tell your story, showcase your expertise, let your personality sparkle! Also, remember those keywords for search engine optimization.

Now, here's where it gets really exciting - AI tools for LinkedIn.

Oh boy, have these been game-changers! Let me introduce you to a couple of my favorites:

1. Evy.ai - This little gem is like having a personal LinkedIn coach. It analyzes your profile and gives you tips to improve. It's fantastic in helping you create posts and comments. It also uses AI to generate personalized content ideas and hashtags based on your LinkedIn activity. It helps you stay relevant and consistent with your posting, so you never run out of ideas.
2. Hunter.ai: Find verified email addresses of LinkedIn profiles quickly, making your outreach efforts even more effective.
3. Lusha: Enrich your LinkedIn connections with detailed information to enhance your prospecting and sales efforts.
4. Crystal Knows - Ever wish you could read minds? This tool is the next best thing. It gives you personality insights about your connections, helping you tailor your communication. It's like being a people-reading superhero! I teach companies how to use this tool to create wonderful fist impressions, whether on email, Zoom or face to face.
5. And of course, there's ChatGPT. This AI wizard can help you draft posts, come up with content ideas, and even help you craft responses to comments. Just remember, it's a tool, not a replacement for your unique voice! Always see it as an assistant that will do your research and not a replacement for your voice. If you simply post AI created content, it will be crushed by LinkedIn.

But here's the real secret sauce - all these tools, all this optimization, it's all in service of one thing: building genuine connections. LinkedIn isn't just about selling; it's about educating, engaging, and building relationships.

Share your knowledge freely. Offer insights without expecting anything in return. Be the go-to person in your field. Remember when I started in sales back in the '80s? We were taught to always be closing. Now? It's all about always be helping.

So, there you have it, a whirlwind tour of LinkedIn in 2024. It's a powerful tool when used right, and trust me, mastering it is worth every ounce of effort.

If you would like me to speak at your conference or train and coach your team on how to get the best from LinkedIn, please drop me an email at frank@frankfurness.com

Also, please take a look at my online course  - https://linkedinmarketingforbusiness.com/

Now, I'd love to hear from you. What's your biggest LinkedIn challenge? Drop a comment below, and let's keep this conversation going. After all, that's what LinkedIn is all about!

#LinkedInTips #BusinessGrowth #AIinBusiness#LinkedInMarketing#PersonalBranding