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.