Moburst Launches Answerburst for AI Search Optimization

Moburst, a digital marketing agency founded in 2013 by Gilad Bechar and Lior Eldan, has formally introduced Answerburst. This specialized division centers on Answer Engine Optimization (AEO), a discipline aimed at managing how brands appear in AI-generated search results. The initiative grew out of unexplained shifts in traffic and app installation patterns that traditional search engine optimization (SEO) and app store optimization (ASO) tools could not explain, leading the team to investigate AI-mediated referrals.

To track these referrals, Moburst built a custom measurement infrastructure capable of querying multiple AI assistants directly. This system monitors citation frequency and filters out seasonal noise to isolate true AI search impact. Through this manual and automated testing, the team discovered that AI models prioritize information consistency across multiple independent web sources rather than the polished optimization of a single website.

Developing the practice required overcoming significant measurement and organizational hurdles. Early on, the agency realized it needed a conservative attribution model to avoid overstating AEO results. Additionally, integrating the new practice with Moburst's existing organic, paid, and app store acquisition teams required restructuring how the agency scopes and prices its client engagements.

Answerburst will serve both standalone AEO clients and existing accounts, which historically have included major brands like Google, Samsung, Uber, and Reddit. While Moburst is still testing the Answerburst name internally to decide if it will remain a permanent sub-brand, the agency plans to publish its measurement methodologies publicly to help establish clearer standards for AEO performance claims.