Search engines are changing. The days of simply stuffing keywords and chasing domain authority are fading. Now, the focus is on Answer Engine Optimization (AEO). The goal isn't just to get a click: it is to provide the direct answer inside tools like ChatGPT, Gemini, and Google’s AI overviews.

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Kyler Nixon sits down with Wendy Sponaugle, Vice President of Marketing at SupplyOne, to break down this massive shift in digital discovery. Wendy explains why distributors must move from generic product descriptions to conversational content that solves specific problems.

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They discuss why "zero-click" searches are becoming the norm and how to structure your website to survive the change. You will learn why context now beats keywords and how to find the exact questions your customers are asking—sometimes by looking in unexpected places like Reddit or even their browser history.

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Guest Bio

Wendy Sponaugle is the Vice President of Marketing at SupplyOne, Inc., the largest independent supplier of corrugated and value-added packaging products in the U.S. With over 15 years of experience in manufacturing, distribution, and logistics, Wendy specializes in data-driven demand generation and transforming complex operational capabilities into clear market narratives. She focuses on aligning product positioning with the "Voice of the Customer" to drive measurable revenue growth.

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What We Cover

1. Defining AEO: The critical difference between traditional Search Engine Optimization and the new world of Answer Engine Optimization.
2. The Conversational Shift: Why content must sound human to rank in AI tools like ChatGPT and Claude.
3. Three Key Content Pillars: Wendy’s strategy relies on FAQs, Case Studies, and specific Blogs to capture traffic.
4. Context Over Keywords: Why describing the job site or the problem is now more effective than listing product specs.
5. Mining for Questions: How to use sales team feedback and platforms like Reddit to identify what customers actually need.
6. The Search History Strategy: Kyler shares a bold tactic for finding out exactly how procurement professionals search for products.
7. Value-Add Services: How moving beyond "lowest price" and offering expert consultation creates sticky customer relationships.

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Resources Mentioned

1. SupplyOne, Inc.
2. ChatGPT
3. Reddit
4. Profound (AI Search Tool)