Recently I authored an ebook titled Clarity, Capability and the Human Future of Schooling. Schooling not in the sense of teaching but in the ongoing marketing of your school to its prospective parents. Over the past decade, I have watched schools invest enormous effort into shaping how they are seen — through websites, prospectuses, tours, marketing platforms, and carefully curated narratives. These tools were designed for a world where parents searched, clicked, compared, a

Marketing Funnel Software does not automatically fulfil AEO requirements — but it can support AEO if the school uses it correctly. AEO is not a software feature. It is a content, clarity, and consistency discipline. Marketing Funnel Software provides the infrastructure , but the school must supply the trusted storytelling, clear answers, and evidence‑based content that AEO depends on. Most Marketing Funnel Software’s own guidance often confirms this: AI search rewards conte

Trusted storytelling is not a campaign. It’s a capability. Once the initial work is done, the challenge becomes embedding it into culture, systems, and daily practice. Why is your school doing it? Because SEO is no longer relevant in an Ai environment. Your prospective parents are asking questions of their digital assistants. You need to have the answers ready. Here’s how schools sustain it. 1. Build storytelling into routines, not projects If storytelling remains a “marke

In his recent newsletter, Ron Forlee, Principal, Acuity Advisors noted: “The real shift taking place online is not simply about search engines losing importance. It is about a new form of digital visibility beginning to take shape… the opportunity being created by Answer Engine Optimisation (AEO).” For schools, this shift is profound. Families are no longer typing keywords into Google and scrolling through websites. They are asking conversational questions to AI assistants —