Building an effective SEO or AEO content strategy starts with engaging frontline teams—sales, success, and support—to uncover unprompted customer insights. By focusing on what customers actually discuss, businesses can create high-impact content that resonates and drives conversions, rather than relying solely on keyword tools. Listening to these teams can reveal valuable content ideas that improve engagement and reduce support issues.

Ranking on Google is now just one aspect of online visibility, as the discovery process evolves from SEO to AEO and now to GEO. Businesses must adapt by mastering all three layers to remain competitive, focusing on structured content and authoritative presence across the web rather than solely optimizing for search engines.

AEO (Answer Engine Optimization) is emerging as the new SEO, leveraging AI chat models and search engines to provide improved responses to user queries. Key strategies include targeting clusters of related questions, focusing on impactful content, and avoiding common pitfalls such as fake case studies and technical optimizations that yield little effect. As interest in AEO rapidly grows, marketers are encouraged to validate their strategies through testing and evaluation to identify what truly drives traffic and engagement.

Fewer than 7% of websites are optimized for ChatGPT results, presenting a significant opportunity for businesses to enhance their visibility. To leverage this, implementing Answer Engine Optimization (AEO) is essential, focusing on creating content that AI tools can confidently reference. By adapting website content and structure based on AEO principles, businesses can outpace competitors and become more discoverable in AI-driven searches.