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The shift from INBOUND Marketing to AEO

Author: Desiree Whitehead

What is AEO? AI Engine Optimization for AI Search

What is AEO?

AEO stands for AI Engine Optimization (with tools like ChatGPT, Claude, and Google’s AI Overviews), and, increasingly, Answer Engine Optimization (like Google’s “People Also Asked”).

In simple terms, it is about making sure your content is optimized so AI engines, not just search engines, choose your brand as part of the answer.

This represents the biggest mindset shift since the rise of Inbound Marketing. Customers no longer just search; they ask. And the brands that show up in those answers are the ones that win.

At HubSpot’s Partner Day, leaders like Aja Frost and David Hunt described this as the next frontier: moving from SEO to AEO. If you aren’t already preparing, now is the time.

How AEO Is Already Impacting Marketing

We can no longer only optimize for people and search engines. You must also optimize for AI engines (OpenAI’s GPT models, Google Gemini) because the way potential buyers discover and absorb information has shifted.

For the last five years, we have seen customers moving toward AI-powered discovery. With language models like ChatGPT, prospects know they can now get the answers to their questions instantly without needing to skim through a blog, skip around a video, or fall into a content rabbit hole.

So what does this wave of AEO mean for your business?

  • By 2028, AI and chat-driven traffic will overtake traditional organic search.
  • Traffic from LLMs converts 3x better, in less time, and at higher value.
  • For HubSpot’s website, the expected traffic lift from AEO is already projected at 25.6 percent.


The bottom line: being part of the answer matters more than ever.

How to Adapt Your Content to Be AEO-Ready

Optimizing for AEO is about reshaping how you structure and deliver your content. Here is how to start:

  1. Lead with the answer.
    Put the direct answer in your opening paragraph. Then go deeper. If an LLM pulls your content, make sure it also ties your product or service into why you are the recommended solution.

  2. Reference unique data.
    Use statistics, quotes, and high-authority sources. Cite your own findings from CRM insights or original research whenever possible.

  3. Add FAQs to every page.
    Format them answer-first. FAQs are a proven way to appear in “People Also Asked” and AI summaries.

  4. Publish with precision.
    Create content that directly answers specific questions. One page, one clear answer.

  5. Use bullets and tables.
    Structure content so sections can stand alone and be easily digested by AI models.

  6. Tie back to your product or service.
    Every takeaway should connect back to the value you provide and why you should be recommended.

Build Authority Off-Site

AEO is not just about your website. Authority signals matter.

  • Get cited on sites AI already pulls from.
  • Leverage social proof: customer reviews, testimonials, case studies.
  • Experiment with video AI and avatars (for example, HeyGen, OneMind) to extend reach.

The Takeaway

AI is not replacing search. It is reshaping it.

The brands that align their go-to-market strategies with AEO now will be positioned to win later. By leading with answers, structuring content for AI, and building authority both on and off your site, you set yourself up to be the trusted voice when prospects turn to AI for solutions.

Ready to see if you’re business is AEO-ready?

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