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Today’s AI search agents, think ChatGPT, Perplexity and Google’s Search Generative Experience (SGE), go beyond serving links.

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Businesses are scrambling to be cited in AI-generated answers on Google, Perplexity and ChatGPT. A new crop of nascent search engine optimization startups wants to help them stand out.

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According to Russell, advisors' should now work on answer engine optimization, which focuses on tailoring content to help AI systems understand, process, and recommend it to users who ask questions.

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