Moving from SEO to Master AEO

Episode 115 of the Master B2B Friday 15 podcast, hosted by Master B2B, titled "Moving from SEO to Master AEO" was published on February 6, 2026 and runs 26 minutes.

February 6, 2026 ·26m · Master B2B Friday 15

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Summary

Andy and Brian talk with Rob Howl, the Vice President of Digital Products and Experience at HVAC parts distributor mSupply about how the company is approaching building out Answer Engine Optimization capabilities. Rob discussed the framework called EAT - Expertise, Authoritativeness and Trustworthiness - and using that to guide how the company thinks about changing its approach to product information and landing pages. As he told Andy & Brian - "Your AEO strategy is only as good as your product data." We'll be discussing AEO strategies at the Master B2B Mindshare Summit on March 10 and 11 in Chicago.

Episode Description

Andy and Brian talk with Rob Howl, the Vice President of Digital Products and Experience at HVAC parts distributor mSupply about how the company is approaching building out Answer Engine Optimization capabilities.

Rob discussed the framework called EAT - Expertise, Authoritativeness and Trustworthiness - and using that to guide how the company thinks about changing its approach to product information and landing pages.

As he told Andy & Brian - "Your AEO strategy is only as good as your product data."

We'll be discussing AEO strategies at the Master B2B Mindshare Summit on March 10 and 11 in Chicago.

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