Podcast Summary: "Do This, NOT That: Marketing Tips with Jay Schwedelson"

Episode: What’s Up THIS WEEK: AEO Is the New SEO 🔍 Best Time to Host a Webinar?
Release Date: May 13, 2025
Host: Jay Schwedelson
Presented By: Marigold

1. Introduction to AEO: The Evolution Beyond SEO

In this episode, Jay Schwedelson delves into the shifting landscape of digital marketing, emphasizing the emergence of Answer Engine Optimization (AEO) as the new frontier, surpassing traditional Search Engine Optimization (SEO).

Jay Schwedelson [00:40]: "SEO is rapidly changing... Now the big thing that everybody's talking about is AEO—Answer Engine Optimization—because of AI."

AEO vs. SEO:
While SEO focuses on improving website rankings through keyword optimization and backlink strategies, AEO centers on providing direct, authoritative answers to user queries. This shift is largely driven by the integration of AI in search engines, such as Google's AI-generated summaries, which currently appear in approximately 47% of search results.

2. The Impact of AI and ChatGPT on Marketing Strategies

Jay highlights the explosive growth of AI tools like ChatGPT, noting their significant influence on how content is consumed and showcased in search results.

Jay Schwedelson [04:10]: "ChatGPT announced that they have about 800 million weekly active users, up from 400 million in February. It is growing so fast now."

Key Insights:

• Content Adaptation: Marketers must pivot from traditional SEO to AEO by crafting content that directly answers specific user questions. For instance, a skincare brand should include sections like "What skin care routine should I follow for dry skin?" to enhance visibility in AI-generated overviews.

• Listicles Matter: Engaging listicles (e.g., "Seven must-have ingredients in a skincare routine for dry skin") are essential as they are favored by AI tools for concise information delivery.

• Apple’s Strategic Shift: Apple is reportedly redesigning Safari to prioritize AI search engines over traditional ones like Google, signaling a future where AI-driven platforms may dominate search functionalities.

Jay Schwedelson [07:45]: "Apple believes that AI search providers like OpenAI, Perplexity AI, and Anthropic will eventually replace traditional search engines like Google."

Actionable Takeaway:
Marketers should integrate AEO strategies by developing content that addresses core questions and utilizes list formats to stay competitive in an AI-dominated search environment.

3. Marketing Innovations: Chuck E. Cheese’s Media Network Launch

Transitioning from AI trends, Jay discusses an unconventional marketing move by Chuck E. Cheese, which has launched its own branded media network.

Jay Schwedelson [09:15]: "Chuck E. Cheese has launched the CEC, the Chuck E. Cheese Media Network, touted as one of the largest family-friendly digital out-of-home networks in the United States, spanning over 3,000 digital screens across more than 500 locations."

Jay’s Commentary:

• He expresses skepticism about the necessity and effectiveness of such a network, questioning its alignment with Chuck E. Cheese’s brand image.

Jay Schwedelson [09:45]: "Imagine you're the marketing manager for Chuck E. Cheese and you're like, go, we need to compete with Mickey Mouse... we have a rat."

Takeaway:
This example underscores the importance of brand alignment in marketing strategies. Jay suggests that not all marketing innovations are suitable for every brand, emphasizing the need for tailored approaches.

4. Webinar Marketing Trends: Optimal Timing for Maximum Engagement

Jay presents recent data from Contrast on effective webinar marketing strategies, aligning it with observations from his own agency.

Key Findings:

• Best Days for Webinars: Wednesdays and Fridays yield the highest registration rates.

Jay Schwedelson [08:00]: "Contrast is saying that right now, Wednesdays and Fridays have the highest average registration rates. If your webinar is on a Wednesday or a Friday, it is getting the most registrations, and we are seeing that too."

• Optimal Timing: Hosting webinars around 2 PM achieves over a 50% attendance rate, which Jay acknowledges as exceptionally high.

Jay Schwedelson [08:40]: "When your webinars are at 2 PM from Contrast, now, 50% is pretty high for a show-up rate."

• Registration Window: 78.9% of registrations occur within the two weeks leading up to the webinar, highlighting the necessity of an aggressive promotional strategy during this period.

Jay Schwedelson [09:10]: "More than half of all webinar registrations happen in the week before the webinar goes live... you need to go crazy heavy that week of."

Actionable Takeaway:
Marketers should schedule webinars on Wednesdays or Fridays around 2 PM and implement intensive promotional efforts during the two-week lead-up to maximize registrations and attendance.

5. Competitive Podcasting: A Battle Against Meghan Markle’s Show

Jay touches on the competitive nature of podcast rankings, particularly in light of Meghan Markle’s new podcast, "Confessions of a Female Founder."

Jay Schwedelson [09:50]: "We are sitting at number three out of 55,000 marketing podcasts... we are also on the business charts at number 67, just five spots behind her show."

Insights:

• Despite Meghan Markle’s podcast losing traction and falling out of Spotify’s top 100, Jay’s podcast is performing remarkably well, nearly surpassing her show on Apple charts.

• Jay attributes this success to the loyal listener base and encourages reviews to boost rankings further.

Jay Schwedelson [10:10]: "If you leave a review, then maybe we'll beat Meghan Markle. You could be the reason we beat Meghan Markle on the charts."

Takeaway:
Consistent engagement and leveraging listener support through reviews can significantly enhance a podcast’s visibility and ranking, even amidst high-profile competition.

6. Conclusion and Final Thoughts

Throughout the episode, Jay Schwedelson provides valuable insights into the evolving marketing landscape, emphasizing the shift towards AI-driven optimization and the strategic timing of webinars. His candid commentary on unconventional marketing moves and competitive podcasting offers listeners a blend of practical advice and industry observations.

Jay Schwedelson [10:26]: "You did it. You made it to the end. Nice. But the party's not over."

Final Encouragement:
Jay urges listeners to subscribe, leave reviews, and engage with additional resources like GuruVents.com to continue advancing their marketing expertise.

Key Takeaways:

• Embrace AEO: Transition from traditional SEO to Answer Engine Optimization by creating content that directly answers user queries and incorporating listicles.
• Leverage AI Growth: Utilize the expanding influence of AI tools like ChatGPT to enhance content visibility and engagement.
• Strategic Webinar Planning: Schedule webinars on optimal days and times, and intensify promotional efforts in the weeks leading up to the event.
• Engage with Your Audience: Encourage listeners to support your podcast through reviews to improve rankings and reach.
• Evaluate Marketing Strategies: Assess the alignment of marketing initiatives with your brand’s identity to ensure effectiveness.

This episode of "Do This, NOT That!" offers marketers actionable strategies to navigate the changing digital landscape, emphasizing the importance of adapting to AI advancements and optimizing content for new search paradigms.