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Reddit Marketing in 3 Hours/Week: From 0 Karma to Real Cred

2025-09-23 20:49:00

Reddit marketing is delicate work.

Show up with a sales pitch — or just a little too much enthusiasm for your product — and they’ll shut you down quickly. Without mercy.

But that hostility is really standards in disguise.

Redditors care about their communities. They care about real conversations and keeping the place worth coming back to.

Meet those standards, and the mood turns.

They’ll start to trust you. Sometimes, they’ll even ask where they can buy your stuff.

That’s when you know you’ve earned the hard-to-win, harder-to-fake Reddit trust.

A kind of credibility so strong it travels far beyond Reddit. (More on that later.)

This guide shows you how.

Just three hours a week of Reddit marketing, and you’ll go from an awkward outsider to a trusted regular — even if you’ve never posted before.

Reddit Is No Longer Optional for Marketers

Reddit used to be just another “forum.”

But it has now become the gravity pulling the internet into its orbit.

Dramatic? Maybe. But the proof is everywhere.

Reddit Powers Search and AI

Reddit’s partnerships with Google and OpenAI have turned it from an internet hangout to an internet heavyweight.

Google is pulling Reddit threads directly into search results. And Reddit conversations are now feeding into ChatGPT’s answers.

Run a quick Google search, such as “best protein powder brands.”

You’ll usually see Reddit featured more than once on page one.

Same story with large language models (LLMs) like ChatGPT and Perplexity.

Their answers often cite Reddit as one of the sources.

And this isn’t just anecdotal.

A Detailed.com study shows Reddit dominates product-related search terms in Google’s new “Discussions and forums” feature.

Semrush research backs this up, saying Reddit is the most-cited domain in AI answers.

In short:

Reddit now sits at the heart of your customers’ decision-making.

From the first flicker of curiosity to the final purchase, chances are good they’ll hit Reddit along the way.

Reddit Influences Buyer Trust

People trust Reddit more than your polished marketing.

The open grievances and the unfiltered praise make Reddit feel real in a way your ad copy never can.

Be honest:

How often do you tack “reddit” onto a Google search? I do it all the time. And Semrush data proves I’m not alone.

That’s Reddit becoming the internet’s social proof engine.

As Rob Gaige, Reddit’s Global Head of Insights, says:

In other words, buyers don’t just take your word for it. They take Reddit’s.

Reddit Gives You an Edge Competitors Can’t Easily Copy

There’s no copy-paste trick when it comes to Reddit marketing.

Like you, your competitors have to put in the time to learn the culture and earn their keep.

That’s why the earlier you start, the stronger your position becomes. Every month you engage, you’re stacking credibility that shortcuts can’t match.

Yes, some try to game the system. And that might work briefly.

But eventually, Reddit’s algorithms, volunteer moderators, and the community’s BS detector flush them out.

(And with spam on the rise, the rules are only getting stricter.)

The Reddit Marketing System to Build Karma & Cred

Forget Reddit SEO “hacks,” like slipping links past moderators.

That’s short-sighted thinking.

Here’s the thing:

Reddit’s power isn’t clicks. It’s credibility and influence.

Earn it inside Reddit, AND it reverberates into search results and AI answers.

You don’t earn that trust with Reddit marketing tricks.

You earn it by contributing and becoming part of the community.

Here’s how.

(Shoutout to Ken Savage of Launch Club AI, a Reddit marketing agency, for sharing his insights from the trenches.)

Step 1: Build a Profile That Says “Redditor,” Not “Marketer”

The best way to optimize your Reddit profile? Do nothing.

A shiny, over-engineered profile from a Reddit newborn is a dead giveaway: You’re here to take, not give.

Sure, change your avatar if you like. But, resist the urge to polish.

Instead, keep it plain:

• Leave the bio blank
• Don’t link to your site or socials
• Forget the “curated” look
• Let your engagement history do the talking

Take ItsWahl, a plumber’s profile. You don’t see business links or calls-to-action. But scroll through his comments and post history, and you instantly know what he does.

That’s the beauty of Reddit. Reputation builds itself.

The profile follows.

Step 2: Get Fluent in Reddit Before You Speak

In your first week (or two) of Reddit marketing, don’t post. Just watch.

Study the culture and pay attention to tone and the little quirks of how people interact.

Why?

Because that look-at-me energy that Instagram and LinkedIn reward is exactly what gets you mocked or banned on Reddit.

How The Reddit Community Operates

Your best starting point is Reddiquette.

It’s the platform’s general code of conduct, which includes:

• Remembering the human behind the screen
• Using proper grammar and spelling
• Assuming good intent until proven otherwise
• Formatting posts and comments clearly

But here’s the twist:

Reddit isn’t one community.

It’s thousands of communities, called subreddits (subs), with their own rules and expectations.

What gets you praise in one can get you flagged in another.

For example, in r/Entrepreneur, you need 10 comment karma (Reddit points from helpful comments), and self-promotion is banned.

But in r/Pen_Swap, buying, selling, and trading is the whole point.

Think of it as two layers: global expectations and local rules.

Break either, and the community will remind you. Sometimes, not too gently.

So, before you comment or post, always check the subreddit’s rules. They’re pinned at the top or listed in the sidebar.

The Reddit Moderators (aka Mods) and Their Power

Moderators are the gatekeepers of subreddits.

They control how the community runs within Reddit’s sitewide rules.

You can see who moderates any subreddit by checking the sidebar and clicking “Moderators.”

And yes, they have powers. They can:

• Remove posts or comments
• Issue warnings
• Ban users

Your mileage with mods will vary.

Most are fair and invested in building solid communities.

Others, less so.

As one Redditor put it, “picky and easily angered.”

What most people miss about moderators is this:

Many of them run communities with tens of thousands, sometimes millions, of members. Managing these subreddits takes an enormous amount of unpaid time and effort.

It’s really in your interest to make their jobs easier by:

• Reading and following the rules
• Contributing genuine value
• Respecting their authority

Do that, and you’ll stay on their good side.

Ignore it, and you’ll learn just how much power they really have.

Reddit Language

Reddit speak is conversational and BS-free. Humor, sarcasm, and the occasional bit of self-deprecation are all part of the mix.

It’s also full of shorthand and in-jokes that longtime users expect you to know.

You don’t need to memorize them all, but it’s worth knowing the basics if you want your Reddit marketing to have legs.

Here are a few common ones.

• OP: Original poster
• ELI5: Explain like I’m 5
• TL;DR: Too long didn’t read
• TIL: Today I learned
• OC: Original content
• NSFW: Not safe for work
• IIRC: If I recall correctly
• FTFY: Fixed that for you
• AMA: Ask me anything

Most of these you’ll pick up through context.

But it’s worth bookmarking the full list for reference.

Karma & Voting

Karma is Reddit’s point system.

(Or, as Reddit’s “welcome” guide calls it: fake internet points.)

You’ll see your karma score in your profile sidebar, split into post karma and comment karma.

Here’s why these “fake” points matter:

Karma is the closest thing Reddit has to a reputation score. It affects where you can post and how you’re perceived.

You earn it through upvotes. If people find your post or comment useful, they tap the arrow pointing up.

But there’s a flip side to this democracy.

The down arrow — the downvote — takes karma away.

It’s the community’s way of saying “this doesn’t add value.”

The most-upvoted posts and comments rise to the top. Which means more people see them and more people engage.

(And the cycle reinforces itself.)

Those top comments also tend to spread beyond Reddit through shares or even showing up in search results.

Step 3: Choose Subreddits Strategically

The subreddits you join will decide how quickly (or how slowly) you earn Karma.

Aim for a mix of niche communities tied to your expertise, plus a sprinkling of subreddits on topics you genuinely enjoy.

The rookie mistake is jumping straight into the biggest subs, hoping for easy upvotes.

But big subs move very fast. Their rules are stricter, and mods are hyper-vigilant.

Take r/AskReddit, for example, which has over 57 million members.

To stand out in your Reddit marketing, you need perfect timing, luck, and genuinely compelling content.

Otherwise, your post just disappears.

So, it’s better to start with smaller subreddits. They move at a manageable pace and are often more forgiving while you learn the ropes.

How to Find Subreddits

My go-to method to find new communities is the Reddit search bar.

From the front page, type in your niche.

In the results, click “Communities,” and check two numbers:

Total members and currently online.

That ratio tells you how active a subreddit is.

For example, when I type “SEO” I see r/SEO with 421k members and 64 online, while r/seogrowth has 31k members with 16 online.

Even though r/SEO is bigger, I’d definitely consider also joining r/seogrowth as it’s more “alive.”

When you’re starting out, join 10–15 subreddits.

That’s enough range to test where you get traction. Over time, you’ll naturally narrow to 3–5 subs where you’re most active and recognized.

Getting the Lay of the Land

For your first 1–2 weeks, resist the urge to post. Just observe and absorb (aka lurking).

See which questions people ask repeatedly.

Go hang out in the comment sections. That’s where you’ll get a real feel for the community’s personality. You’ll pick up on how people joke, offer support, or tear bad ideas apart.

And above all: Read the rules.

They’re listed in the sidebar of every subreddit, and they can vary wildly.

For example, r/nutrition has a long list of guidelines to keep discussions science-based, while r/machinedpens has only three rules.

This is also the perfect time to gauge buyer sentiment about your brand or products.

I’ve used Reddit this way for years. And it’s helped me improve product page conversions, get better returns on Meta ads, and even given sales teams a clearer picture of buyer objections.

Take a hair supplement brand I worked with.

Their Meta ads had gone flat.

So, I spent hours in subreddits like r/haircare, r/hair, and r/hairloss scanning threads for brand sentiment and figuring out the deeper psychology behind purchase decisions.

Those insights fueled a creative refresh with new campaign angles, helping turn their Meta campaigns around.

Step 4: Join Conversations Without Being Annoying (The E.A.R.S. Reddit Marketing Framework)

Three hours a week of Reddit marketing is enough to make steady progress.

Here’s how to spend it using the E.A.R.S framework:

• Explore: 5-10 minutes/day discovering threads
• Add insight: 10–20 minutes/day reading, upvoting, and commenting
• Respond: One 30-minute session/week writing and publishing
• Share: 5-10 minutes/day amplifying your posts and comments

And no, your weekends aren’t part of the deal.

Explore: Find the Right Threads (5–10 Minutes/Day)

“Explore” is your foundation for quality and time control.

Your goal is to find 4-7 threads worth engaging in every day.

Get disciplined. This shouldn’t take more than 10 minutes.

Here’s what to do:

Open a few of the subreddits you joined in the previous step.

Then, filter the threads by “Rising.”

This shows new posts starting to gain traction.

Get in early, and your comment is more likely to get noticed while the thread is still developing.

Next, cross-check with “Hot” to show the top posts.

As you scan both “Rising” and “Hot,” focus on threads where you can genuinely add value.

That means:

• Answering a question with your knowledge
• Filling in missing context
• Clearing up a common misconception
• Sharing a story from experience
• Offering practical help to a “how-to” question

Add Insight: Write Comments That Get Upvotes (15–20 Minutes/Day)

“Add Insight” is the engine of your Reddit SEO strategy.

It’s your daily commenting session to build trust and visibility.

(And get those karma points climbing.)

Your goal is to leave 4-7 high-value comments a day. That’s it.

To leave comments, you have two options:

• You can reply directly to the main post by clicking “Join the conversation.”
• Or you can reply within a thread by clicking “Reply” under someone else’s comment.

 

The catch is:

What you say is only half the battle. How you format your comment decides whether people will give it the time of day.

(Because even the smartest insight dies as a wall of text.)

So, formatting matters. If you want eyes (and upvotes):

• Break paragraphs early and often (but don’t go full broetry — that one sentence per line LinkedIn thing)
• Use spacing to guide the eye
• Bold key ideas when the subreddit allows it

Like this:

You can do all this using Reddit’s built-in comment editor.

Click the “Aa” icon in the comment box, and it will expand to show formatting options similar to Google Docs.

Now, comment with a purpose.

You want upvotes, and Reddit doesn’t give those willy-nilly. You get them by making the conversation better.

There are a few ways to do that.

The Explainer Comment

This is perfect when answering direct questions like “How do I…?” or “What’s the best way to…?”

Just give a direct answer with a bit of reasoning and extra info to support your answer.

The Gap Filler Comment

Use this when replies are missing something important.

Acknowledge what’s already been said, then add the missing piece.

The Shared Experience Comment

When the question overlaps with something you’ve been through, comment by sharing what you tried, what happened, and the key lesson.

The Source Comment

This is great for when a thread is full of assumptions, but you’ve got credible info.

Share the source and summarize in everyday language.

And if you’re the source, by all means join in the conversation.

The Case Study/Lived Experience Comment

Best for when you have real-world results to share: yours or someone else’s. Great for “does this actually work” questions.

Simply outline the situation, what you did, and the outcome.

The Checklist Comment

Sometimes, a checklist is all you need to be helpful.

This can be a step-by-step guide, tips, or just a few boxes to tick.

The Brand Comment

If your brand comes up in a thread, that’s a perfect opportunity to be visible in conversations about your brand.

Identify yourself and answer plainly.

Keep it useful, not salesy. Show that you’re listening and willing to help.

Respond: Keep Threads Going (5–10 Minutes Daily)

“Respond” is what separates real contributors from drive-by posters.

It’s the follow-through in your Reddit marketing process: Circling back to reply to people engaging with you.

Do this, and you:

• Build relationships by showing you’re not just using Reddit as a bulletin board
• Boost visibility, since every new reply bumps the thread back up the feed

Now, you might be thinking: “So…do I need to sit on Reddit all day?”

Nope. Two short check-ins are enough. One in the morning and one in the evening if you’ve got time.

That’s it. Everything else is extra.

To make it easier, you can follow your own comments.

Click the three dots under your reply and choose “Follow comment” to get notified.

So, what does good follow-through actually look like?

Like any good conversation, it’s about keeping the energy alive.

Here are a few ways to do that.

Follow-Up Questions

Great for when you need more detail to give a sharper, non-cookie-cutter answer.

For example, you can ask, “What’s your timeline? That changes the advice.”

Bonus Resources

Drop in a tool, guide, or reference that helps right away. This adds instant utility without forcing people to leave Reddit.

(Bonus: People often reply to tell you how they used it, and you usually get upvotes in return.)

Preface with something like “Here’s a free digital marketing template you can use.”

Connecting Commenters

This works great when multiple people share similar problems. Tag them with u/ and put in the username after the slash

You can say “u/username above had the same issue. Worth comparing notes.”

Acknowledge + Build

Highlight a good point from someone else, then add your own idea. It builds goodwill while boosting your credibility.

Say something like:

“Great point, I hadn’t considered that angle. For anyone reading, here’s why it matters:“

Think Before You Reply

Not every reply deserves your energy.

Here’s a quick response matrix to help you decide what’s worth engaging and what to ignore.

Share: Publish a Strategic Post (30 Minutes to 1 Hour/Week)

At some point, you’ll want to go beyond commenting and start your own threads.

There’s no magic karma number that unlocks this.

Each subreddit sets its own bar. Some require account age or karma, others don’t care at all.

The real question isn’t “Can I post?,” but “Should I?”

That depends on softer factors:

• How well you know the community
• How much you understand its culture
• How much you’ve already contributed in comments

For context, I’ve posted with less than 50 karma when I had a genuine question.

That’s different from posting to build visibility or reputation, where the bar is much higher.

Ken Savage recommends getting a karma score of 500 before posting anything that mentions your brand:

Once you’re ready, focus on posts with weight.

That means content that has a real shot at earning upvotes and visibility. These topics often come from:

• Your top-performing comments
• Recurring questions people ask you
• Threads where the same issues keep surfacing

Once you’ve got a promising topic, package it in a format Reddit loves.

Here are some of the best.

Case Studies

Great for credibility-building. Walk readers through a real experience: yours, your customers’, or someone else’s.

Set up the problem or situation, explain step by step what you did, and share the outcome. Close with a clear takeaway.

Lessons Learned & Common Mistakes

This format works when your goal is to teach.

These posts show where you went wrong and how you fixed it: the “what I wish I knew” or “what I learned” stories.

To make this work, frame the mistake or lesson clearly, share the story behind it, and then give a practical fix.

Keep it simple.

One mistake per point makes it more relatable and easier to apply.

For example, if you’re a financial advisor, your topic could be “the budgeting mistakes I see most in new families and quick fixes that help.”

Discussion Prompt

Discussion prompts flip the spotlight back to the community and get people talking.

(Exactly what you want to happen in your Reddit marketing playbook.)

They work best when you give people a chance to share their stories.

Keep the question short and specific, and follow up in the comments to keep the thread going.

Some examples include:

• Teachers: What’s one low-cost classroom supply you can’t live without?
• What’s the best cleaning hack you’ve found for fur all over the house?
• What’s the most surprising product you’ve found through ecommerce AI search?

Checklists & Step-by-Step Tips

Checklists help people self-diagnose and improve.

They work best when Redditors in the community are often worried they’re “doing it wrong” and want a quick way to check.

For example, if you’re in the beauty niche, you can post a topic on “a 4-step test to see if your skincare routine is helping or hurting.”

Then, break the process into 3–7 simple checks and explain why each one matters.

Here’s a Redditor who nails this format.

Myth-Busting

Myth-busting posts are always welcome on Reddit, especially in spaces where misinformation spreads fast.

Lead with the myth people believe and then refute it with proof or experience.

For example, a good topic in personal finance could be “the 3 biggest myths about credit scores and what actually improves them.”

Behind-the-Scenes

These posts pull back the curtain and show how things work.

They get a lot of upvotes because people love insider knowledge, especially when it reveals details they wouldn’t otherwise see.

Set the context, share the surprising or little-known details, and close with why it matters.

If you’re launching a new product, for example, you could show how it’s made and the trade-offs you wrestled with.

Free Resource

Offer something the community can actually use.

Spreadsheets, calculators, templates, swipe files, SEO checklists, mini-guides, code snippets.

Basically, the stuff people would normally charge for, but you’re cool enough to give away.

A few things to keep in mind:

1. Experiment with timing to find the best time to post. Generally, early weekday mornings and early evenings outperform weekends, but test for your specific communities.
2. Stick around after you post. Reply to comments and amplify good responses to help the thread grow.
3. Repurpose smartly. If a post lands, adapt it for 2–3 related subreddits. Tweak the angle and tone for each community. Plus, space them a few days apart to avoid looking spammy. Also, always check the subreddit rules. Some subs ban cross-posting or set timing restrictions.

Reddit Best Practices: How to Talk About Your Brand Without Getting Banned

Big caveat up front:

Don’t even think about promoting your brand until you’ve built karma and credibility.

Jumping in too early is the fastest way to get downvoted.

Once you’ve established trust, here are three ways to bring your brand into the conversation.

The Profile Discovery Method

This method keeps your brand mentions off your comments and lets your profile do the “selling.”

Your comments are focused on helping, and you let curious readers click through if they want to know more.

The Expertise Sharing Method

This approach uses your role or business as context for why your perspective matters.

It signals credibility without sounding like a sales pitch.

The Direct Mention Method (Use Sparingly)

This Reddit marketing method involves naming your brand or product in comments. It’s a risky approach. So, make sure it adds to the conversation.

The key is balance:

Don’t make it an ad, and don’t act like your product is the only solution.

Ways You Can Lose Karma (& Trust)

Now, let’s talk about the fastest ways to torpedo your reputation and send your karma into free fall.

In short, things not to do.

Posting Like You’re on LinkedIn

Polished “thought leadership” and humblebrags are vomit-inducing on Reddit.

What’s modus operandi on LinkedIn reads as braggy here.

Keep it casual, conversational, and other-focused. Always.

Karma Farming

Yes, you can farm karma with memes and throwaway comments.

But that’s empty calories. It might get you numbers, but it won’t get you credibility.

And if you’re not building relationships and contributing to the community, you’re missing the whole point.

Link-Dumping for Quick Clicks

Dropping bare links or thinly disguised self-promo is Reddit’s oldest sin.

If your post exists just to drive clicks, expect downvotes.

Stop Marketing, Start Belonging

This Reddit marketing strategy isn’t about farming karma.

Sure, you’ll earn enough to look legit and stop tripping newbie filters.

But the real win is this: You’ll start thinking like a Redditor.

And you’ll shed the marketing reflexes that get you downvoted and booted off threads.

With that, you become a trusted Reddit local.

And that’s when the ripple effect kicks in. You get seen more on Google. And through LLM seeding — where AI models pull from sources they trust — you also influence AI answers.

Bottom line: Play Reddit right and you etch your brand in a positive light into the internet’s DNA.

The post Reddit Marketing in 3 Hours/Week: From 0 Karma to Real Cred appeared first on Backlinko.

SEO and PPC: 8 Smart Ways to Align for Maximum ROI in 2025

2025-09-18 20:52:18

Your SEO and PPC teams probably don’t share data. That’s problematic.

Organic traffic is slipping. CPCs are climbing.

And conversions aren’t keeping pace.

It’s not just the LLMs — the SERP itself has changed. In 2025, every query is a blended battlefield of ads, AI overviews, videos, shopping units, map packs, and organic links.

Yet, most teams operate with SEO and PPC in silos.

That doesn’t work anymore.

Because to users, there’s no “organic vs. paid search.” They just click what’s useful. And “useful” now shows up in more places than ever.

If you don’t align your channels, you end up with duplication, cannibalization, and wasted spend.

This guide will show you eight ways to bring SEO and PPC together — from sharing keyword data to sharpening targeting. So you can cut costs, capture more clicks, and drive higher ROI.

Let’s start with an often-overlooked but powerful way to combine your PPC and SEO efforts: spotting intent mismatches.

1. Analyze the SERP to Fix Poor PPC Ad Performance

When your PPC ads fail to convert, the problem might not be your targeting or creative — it could be that you’re bidding on the wrong intent entirely.

If the SERP is dominated by videos, tutorials, or how to guides, it signals that users are still researching — not necessarily ready to buy your product.

Without analyzing the SERP, you risk wasting ad spend on queries that will never convert.

Let’s use Squarespace as an example.

If they’re bidding on “website design” and conversions are weak, a quick SERP check would explain it:

Google surfaces a local pack of agencies for this term, which signals service-seeking intent — not DIY website builders.

Knowing that, they could cut the term and redirect spend to higher-intent queries.

2. Stop Wasting PPC Budget on Customer Support Terms

One of the most common (and costly) PPC mistakes is bidding on customer support queries.

Searches like “[YourProduct] login problems” or “[YourProduct] forum” signal that someone is already a customer trying to troubleshoot — not a prospect considering a free trial or demo.

Yet, many companies spend thousands every month sending these clicks to sales pages that rarely convert.

For example, if Squarespace analyzed their rankings for a term like “Squarespace login,” they’d see they already rank #1.

And those visitors almost never convert for one vital reason — they’re already customers.

Luckily, there’s an easy fix: Squarespace can exclude this and other support terms from its PPC campaigns.

Here’s how to do this for your own ad campaigns:

Start by finding support-related queries for your brand using a keyword research tool.

We’ll be using Semrush’s Keyword Magic Tool for this step.

Enter your brand’s name in the top search bar and your brand’s URL in the purple search bar to personalize the data to your domain.

Click “Search.”

Manually scan the list (or use the “Include keywords” filter) to find support-related terms like “login,” “pricing,” “free trial,” “templates,” “support,” and “forum.”

Then, view the number highlighted in blue to the right of each term — that’s your current ranking.

Already ranking #1–3 for your most commonly searched support terms?

Organic SEO is doing its job, which means you can remove these terms from your PPC campaigns.

Export them into a CSV or Google Sheet to create a negative keyword list.

Now, you’ll have the confidence (and the data) to cut PPC spend knowing SEO fully covers these searches.

3. Use Keyword Clusters to Create More Focused PPC Landing Pages

When dozens of different queries with slightly different intents funnel into a single PPC landing page, relevance drops.

Why does this matter?

Because landing page relevance improves your Quality Score, which can cut CPC by 16% to 50%.

In other words, the closer the page matches what a searcher actually wants, the less you pay for each click.

Conducting keyword research can help you understand where you need a separate landing page. To start, use a keyword research tool to group organic keywords into clusters.

Then, map each keyword cluster to a dedicated PPC landing page.

This way, your ads always point to content that matches the searcher’s intent, while your Quality Score (and budget efficiency) benefits from the added relevance.

Squarespace is a good example of this.

Instead of sending every “website builder” query to one broad page, they build dedicated landing pages around different intents.

For example, a search for “portfolio website” leads to a page showcasing portfolio-specific templates, not a generic product overview.

4. Unify PPC and SEO Data to Decide When to Bid on Your Brand

Brand bidding is one of the biggest friction points between SEO and PPC teams.

The debate isn’t whether to bid on your brand — it’s when. Without unified data, teams make this decision based on assumptions rather than evidence.

The truth is somewhere in the middle — and the right decision depends on context.

So, instead of separating PPC advertising and SEO data, combine them to make a more informed decision.

Start by checking whether competitors are bidding on your brand with a manual search for your branded keywords.

For instance, a search for “Squarespace website builder” shows that Wix is also bidding on the term.

Want to automate this process?

Use a tool like Semrush’s Keyword Gap that lets you assess your site and your competitors’ sites for the top shared keywords (paid and organic) they use.

If you see your competitors bidding on your branded keywords, it makes sense to run ads to defend those clicks.

But if your competitors aren’t bidding, it’s time to check your organic coverage.

Do you already own most of page one organically for your branded terms?

If the answer is no, ads help fill the gaps.

If yes, you can safely test pausing.

Turn off your ads for branded keywords and see what happens.

Finally, consider the messaging value of your ads.

Even if you’re getting organic coverage, brand ads give you space to promote new features, discounts, or free trials.

So it might still be worth paying for them.

For example, Squarespace uses its paid ads on the term “Squarespace website builder” to promote its new AI website builder tools.

5. Prioritize High-ROI SEO Keywords by Analyzing PPC Data

A common SEO challenge is figuring out which keywords actually matter.

Ranking for broad terms might bring traffic, but not necessarily signups or revenue.

Without conversion data, it’s hard to know where to focus.

This is where PPC comes in. Paid campaigns don’t just generate leads — they generate fast, reliable data.

You can see which headlines win clicks, which keywords drive conversions, and what each click is worth.

Take the phrase “website platform for small businesses.”

If PPC data shows it converts four times better than the broader “website platform,” that’s the angle worth prioritizing in your SEO titles, H1s, and content strategy.

PPC metrics can even help you prove the business value of SEO — something every stakeholder loves.

Once you know a keyword’s conversion rate and customer value from paid campaigns, you can model the value of ranking for it:

Say a keyword costs $30K/month in ads, but ranking organically would capture roughly a third of that traffic.

That’s about $9K in “free” conversions every single month.

That’s the kind of math that gets buy-in from leadership.

You can use this same logic to estimate the value of refreshing existing content. Sometimes a simple update is worth tens of thousands in equivalent ad spend.

The takeaway?

PPC data gives you the proof points and the playbook to double down on the SEO opportunities that will actually pay off.

6. Turn PAA Questions Into High-Converting Landing Page FAQs

PPC landing pages underperform if they don’t answer your audience’s questions.

Say you’re running an ad for “website design,” but you’re sending people to a generic product page.

You’re missing what they actually want — answers to queries like “How can I design my own website?”

The good news? Your SEO team already has the answers.

Google’s People Also Ask (PAA) is essentially a ready-made FAQ list you can use to boost conversions on your PPC landing pages.

To apply this, run a Google search for your target keyword, scan the PAA questions, and pick the ones most relevant to your product.

Or use a PAA aggregator like AlsoAsked.

Then, add concise FAQ sections directly addressing those questions on your landing pages.

Like Squarespace does here:

Use the same phrasing as the query where possible. And for cost-related questions, include transparent pricing.

If PAA hints at confusion between competitors (e.g., “project management versus task management”), add a comparison chart.

But don’t stop at answering.

Finish each FAQ with a call to action like “Compare plans” or “Start free trial” so every answer nudges the visitor toward conversion.

7. Sharpen Your Targeting and Creative with Cross-Channel Insights

PPC and SEO see searchers from different angles, and combining these insights makes both channels stronger.

For instance, PPC campaigns capture signals you won’t get from SEO alone.

This includes detailed geo and device performance, auction insights, and even what competitors are promising in their ads.

Feeding that data back to SEO gives you sharper targeting and more relevant content.

Meanwhile, SEO’s read of the SERPs tells PPC teams which formats, keywords, and messages resonate.

Start with audience insights.

PPC demographic data can show how the same keyword lands differently with different groups.

An “enterprise website builder” query might skew older, while “startup website” attracts younger searchers.

With that knowledge, you can tailor your content to each segment.

Plus, PPC geo reports often show which cities or regions deliver stronger conversion rates.

Double down on those markets with local SEO landing pages and Google Business Profiles instead of spreading resources evenly.

Then, look at conversion timelines.

PPC usually converts faster, so landing pages should focus on immediate offers like free trials or demos.

SEO content, on the other hand, is better for longer nurturing cycles, using tutorials, comparisons, and testimonials to build trust over time.

PPC impression data can even act as an early warning system for shifting demand. Think “tax planning” in November versus “tax software” in January.

By spotting seasonal spikes before rankings catch up, you can publish content early and retarget those visitors later when demand peaks.​​

Finally, use SEO as a proactive defense against competitive ad bids.

If rivals target your brand with ads, you can create comparison pages to address those claims directly in organic search.

That way, competitor ad spend doesn’t define your positioning.

8. Use PPC Insights to Spot SEO Wins

PPC is real-time. SEO is a long game. Put them together and you’ve got an early-warning and opportunity-detection system.

Start with Quality Scores.

They’re more than an ad metric — they’re a diagnostic tool for SEO.

For instance, if your scores are tanking on mobile traffic, that usually means your site is slow or the user experience is clunky.

That’s not just costing you more per click.

It’s also holding back your organic rankings, since Google bakes page speed and Core Web Vitals into its algorithm.

Fix the problem once — faster load times, cleaner UX — and you’ll see the lift across both paid and organic.

Then, there are negative keywords.

In PPC, you might block terms that aren’t relevant to your products to protect your budget.

But those searches don’t disappear just because you turned them off in ads. They still represent demand.

Instead of ignoring it, capture it with SEO. Create tutorials, “how-to” content, or resource hubs around those queries.

You’ll pull in a wider audience for free.

And, since you know these visitors aren’t ready to buy yet, you can retarget them later with PPC when they are.

Finally, watch your keyword position tracker like a hawk after every Google update.

Algorithm shakeups create openings you can exploit if you move fast.

If a competitor drops from page one, don’t wait.

Publish or refresh your content to take over those keywords. At the same time, increase your PPC bids on the same terms while auction pressure is temporarily lower.

That one-two punch lets you capture traffic your rivals just lost before they even know what hit them.

How to Get Your Team Aligned on SEO and PPC

Many stakeholders still think of SEO and PPC as competing, not complementary.

While leadership may be nervous to try a new, silo-free approach to search engine marketing, you can convince them in a couple of ways.

First, show them how SERPs have evolved.

AI Overviews, rich features, and rising CPCs mean the old “paid vs. organic” split doesn’t exist anymore.

Then, use this powerful three-step storytelling framework to convince execs to act.

• Step 1: Explain what’s happening by describing the external shift. Example: “AI Overviews and rising CPCs are changing how people find us in search.”
• Step 2: Show how it’s impacting you by tying the shift to your company’s results. Example: “Our paid CPCs are up 22%, and organic traffic for branded queries is down.”
• Step 3: Highlight what you can do about it by presenting alignment as the solution. Example: “By aligning SEO and PPC, we can cut wasted spend on brand terms and reinvest in high-converting queries.”

Start small. Don’t push for a full overhaul on day one.

Instead, prove ROI by aligning on a single initiative — like deciding when to bid (or not) on branded keywords.

Once you’ve shown early results, it’s easier to get everyone aligned on their responsibilities.

Next, work with SEO and PPC teams to establish next steps for each team member to achieve closer alignment.

Here’s a role-based plan for what your teams should start doing now:

Boost Your ROI with a Shared SEO and PPC Strategy

It doesn’t make any sense not to have SEO and PPC work together.

Keep the teams siloed, and you’ll waste budget, lose traffic, and fall behind as search evolves.

For your first move, start with a shared SERP review.

Map where you’re strong, where you overlap, and where the gaps are for the quickest path to better ROI from both channels.

Want to dig deeper?

Explore our guide to the best PPC tools to uncover the advanced data and insights you need to align SEO and PPC, cut wasted spend, and boost ROI.

The post SEO and PPC: 8 Smart Ways to Align for Maximum ROI in 2025 appeared first on Backlinko.

Answer Engine Optimization (AEO): How to Win in AI Search

2025-09-15 22:01:54

Answer Engine Optimization (AEO) is one of the most important topics in search right now.

It’s about making sure your brand shows up inside AI-generated answers — not just on traditional SERPs.

As large language models (LLMs) like ChatGPT, Gemini, and Perplexity reshape discovery, AEO ensures your content gets mentioned and cited where buyers are asking questions.

But here’s the bigger truth: AEO is just one piece of a larger shift.

We’re entering the era of Search Everywhere.

Discovery no longer happens in a single Google results page.

It’s happening across AI chat, overviews, forums, video, and social.

And new data shows just how fast this shift is accelerating.

New research from Semrush predicts that LLM traffic will overtake traditional Google search by the end of 2027.

And our own data suggests that’s likely to be true.

In just the past three months, we’ve seen an 800% year-over-year increase in referrals from LLMs.

We’re seeing tens of millions of additional impressions in Google Search Console as AI Overviews reshape how Google displays answers.

If your brand isn’t adapting, you risk disappearing from the channels your audience is already using.

In this guide, I’ll explain:

• What AEO is and how it differs from SEO
• Why your existing SEO foundation still matters (and what to evolve)
• Practical steps to optimize for answer engines and drive measurable results

What Is AEO and Why Does It Matter?

Answer Engine Optimization (AEO) is the practice of structuring and publishing content so that AI systems — like Google AI Overviews, AI Mode, ChatGPT, and Perplexity — pull your brand directly into their answers.

But AEO goes beyond tweaking a few pages. It’s about making your brand part of the conversation when people ask questions.

That requires three things:

• Publishing content in the right places where AI tools actively crawl and cite
• Earning brand mentions across the web (even without a link)
• Ensuring technical accessibility so AI crawlers can actually parse your content

These engines don’t rank “10 blue links.” They generate answers.

Sometimes they cite sources. Sometimes they don’t. Either way, the goal is to give the searcher everything they need without leaving the interface.

That changes your job. With AEO, you’re not only optimizing for a click — you’re optimizing to shape the answer itself.

Why AEO Matters Now

Traditional search is still a traffic driver. That won’t change overnight.

But discovery is moving fast:

• Success used to mean ranking #1.
• Soon there may be no “#1 spot” at all.
• The win condition is becoming the recommended solution — the brand AI platforms trust enough to include.

The data tells the story:

ChatGPT reached 100 million users faster than any app in history. And as of February 2025, it now has more than 400 million weekly users.

Google’s AI Overviews now appear on billions of searches every month — at least 13% of all SERPs.

And they appear for more than half of the keywords we track at Backlinko:

Answer engines are influencing YOUR audience too. So it makes sense to start optimizing for them now.

How AEO and SEO Work Together

Let’s clear up the biggest question:

“Isn’t this just SEO with a new name?”

In many ways, yes. But there’s a reason everyone is talking about AEO right now.

If you’ve been confused by all the acronyms — AEO, GEO (Generative Engine Optimization), AIO (AI Optimization) — here’s the point:

They all reflect the same shift. Search is no longer only about rankings. It’s about visibility in AI-powered answers.

Terms like AEO, GEO (Generative Engine Optimization), and AIO (AI Optimization) have exploded in interest — because they reflect a real shift.

And with all the acronyms flying around, it can be tough to know who to listen to.

We’re not saying AEO replaces SEO.

But it does help reframe your strategy for how discovery works now — across AI tools, social platforms, and new surfaces beyond traditional search.

From Traditional SEO to Search Everywhere

That means there’s good news:

If you’ve invested in good SEO, you’re already a lot of the way there.

AEO builds on the foundation of great SEO:

• Creating high-quality content for your specific audience
• Making it easy for search engines to access and understand
• Earning credible mentions across the web

These same elements help AI engines decide which brands to reference.

But here’s the difference:

AI engines don’t work exactly like Google.

That means some of your tactics (and what you track) need to evolve.

So let’s walk through how to do that.

7-Step AEO Action Plan

We’re still in the early days of understanding exactly how AI engines pull and prioritize content.

But one thing is clear:

You need to adapt or reprioritize some traditional SEO tactics for Answer Engine Optimization.

The first three steps below cover overarching best practices for AEO.

Steps 4-7 cover optimizing content for answer engines specifically (and how to track your results).

Step 1. Nail the Basics of SEO

As I said earlier, good AEO is also generally good SEO. But not everything you do as part of your wider SEO strategy is as important for answer engine optimization.

I won’t go through all the fundamentals of SEO here. We do that in our guide to the SEO basics.

Let’s focus on what really matters for answer engines.

Make Your Site Easy to Read (for Bots)

• Crawlable and indexable: If AI tools can’t access your pages, you won’t show up in answers
• Fast and mobile-friendly: Slow, clunky sites hurt UX — and your chances of getting cited
• Secure (HTTPS): This is now table stakes, and it builds trust with users and AI systems
• Server-side rendering: Some AI crawlers still struggle with JavaScript, so use server-side rendering as opposed to client-side rendering where you can

Show You’re Worth Trusting (E-E-A-T)

AI wants trustworthy sources. That means showing E-E-A-T:

• Experience: Share real results, personal use, or firsthand knowledge
• Expertise: Stick to topics you truly know — and go deep
• Authority: Get quoted, guest post, or contribute to well-known sites
• Trust: Use real author bios, cite sources, and include reviews or testimonials

Step 2. Build Mentions and Co-Citations

AI systems don’t just look at backlinks to understand your authority. They pay attention to every mention of your brand across the web, even when those mentions don’t include a clickable link.

Backlinks are still important. But this changes how you should think about building your wider online presence.

Audit Your Current Mentions

Start by auditing where you’re currently mentioned. Search for your brand name, product names, and key team members across Google, social media, and industry forums.

Take note of what people are saying and where those conversations are happening.

You’ll probably find mentions you didn’t know existed. Some will be positive, others neutral, and a few might need your attention.

Also run your brand name and related terms through the AI tools themselves.

• Does Google’s AI Mode cite your brand as a source for relevant terms?
• Does ChatGPT know who your team members are?
• What kind of sentiment do the answers have when you just plainly ask the tools about your brand?

For a more in-depth sentiment analysis, use Semrush’s AI SEO Toolkit.

It’ll let you track your LLM visibility (a by-product of good AEO) in top tools compared to your rivals:

The tool compares your brand to your rivals in terms of AI visibility, market share, and sentiment:

And it’ll show you where your brand strengths are and where you can improve:

Keep Building Quality Backlinks

Just because mentions are more important than before with AEO, it doesn’t mean you should abandon traditional link building. Backlinks still matter for SEO, and they often lead to the kind of authoritative mentions that AI systems value.

But expand your focus beyond just getting links.

Aim to Build Co-Citations and Co-Occurences

There are a few different definitions out there of co-citation and co-occurence.

I’ll be honest: the definitions don’t matter as much as the implications. I’ve seen one source define co-citations as the exact thing another source calls co-occurence. So for this section, I’m just going to talk about what these are and why they matter, without getting bogged down in definitions.

The first important way to think of co-citations/co-occurences is simply the mention of one thing alongside another.

In the case of AEO, we’re usually talking about your brand or website being mentioned alongside a different website or topic/concept on another website.

For example, if your brand is Monday.com, you’ll pick up co-citations involving:

• Your competitors (ClickUp, Asana etc.)
• Key terms or categories associated with your business (like “project management software”)
• Specific concepts or questions related to what you do (e.g., “kanban boards” and “how to automate workflows”)

In Monday’s case, there are hundreds of pages out there that mention it alongside ClickUp and Asana in the context of “project management tools”:

This suggests to Google and other AI tools that Monday and ClickUp are both related to the term “project management tools” and are both popular providers of this kind of software.

The other common way to think about co-citations is mentions of your brand across different, often unrelated websites. For example, Monday being mentioned on Forbes and Zapier would be a co-citation involving them.

To sum it up:

• If two (or more) brands/websites are often mentioned alongside each other, AI tools will assume they are related (i.e., they’re competitors)
• If a brand is often mentioned in the context of a particular topic, concept, or industry, AI tools will assume the brand is related to those things (i.e., what you offer)
• If lots of different websites mention a particular brand, the AI tools will assume that brand is worth talking about (i.e., probably trustworthy)

Obviously, there’s a lot more to it, but this is a fairly basic overview of what’s going on.

How to Put This into Action

To build citations, co-citations, and co-occurences:

• Look for opportunities to get mentioned alongside your competitors. When publications write comparison articles or industry roundups, you want your name in that list. These co-citations help AI systems understand where you fit in your market.
• Participate in industry surveys and research studies. When analysts publish reports about your sector, being included gives you credibility (and any backlinks are a bonus).
• Get involved in relevant online communities. Answer questions on Reddit, contribute to LinkedIn discussions, and join industry-specific forums. These interactions create mentions in places where AI systems often look for authentic, community-driven insights.

The goal is to become a recognized voice in your space. The more often your brand appears in relevant contexts across the web, the more likely AI systems are to include you in their responses.

Step 3. Go Multi-Platform

Going beyond Google is something top SEOs have been telling us to do for a long time. But AI has made this an absolute must.

Platforms like Reddit, YouTube, and other user-generated content sites appear frequently in AI outputs.

So, a strong brand presence on these platforms could help you show up more often.

The benefits here are (at least) three-fold:

1. Being active on multiple platforms lets you reach your audience where they are. This helps you boost engagement, brand awareness, and, of course, drive more conversions.
2. AI tools don’t just look at Google search results. They pull from forums, social media, YouTube, and lots of other places beyond traditional SERPs.
3. Being active on multiple platforms means you’re less exposed to one particular algorithm or audience. Diversification is just good practice for a business.

Brian Dean did an excellent job of this when he was running Backlinko. That’s why you’ll see his videos appear in Google SERPs for ultra-competitive keywords like “how to do SEO”:

We’re taking our own advice here. In fact, it’s a big part of why we launched the Backlinko YouTube channel:

Here’s some quick-fire guidance for putting this into practice:

• People go to YouTube to learn how to do things, research products, and find solutions to their problems. This makes product reviews, tool comparisons, and in-depth tutorials great candidates for YouTube content.
• Podcast content and transcripts are beginning to surface in AI results (especially in Gemini). Building a presence here is a great opportunity to grab some AI visibility.
• TikTok and Instagram Reels reach younger audiences who increasingly use these apps for search. Short-form videos that answer common questions in your industry can drive discovery, and AI tools can also cite these in their responses to user questions.
• AI tools LOVE to cite Reddit as a source of user-generated answers (especially Google’s AI Overviews and AI Mode). To grow your presence on the platform, find subreddits where your target audience hangs out and share genuinely helpful advice when people ask questions related to your expertise. Don’t promote your business directly — focus on being useful first.
• LinkedIn works similarly to Reddit for B2B topics. Publish thoughtful posts and engage in relevant discussions to help establish your voice in professional circles. These interactions can then get picked up by AI systems looking for expert perspectives.

Step 4. Find Out What AI Platforms Are Citing for Your Niche

What’s a powerful way to understand both what to create and what topics to target?

To simply learn what AI tools are likely to include in their responses to questions that are relevant to your business.

Start by directly testing whether/how your content appears in AI tools right now. Go to ChatGPT, Claude, or Perplexity and ask questions that your content should answer.

In the example below, Backlinko is mentioned (great), but there’s also a YouTube video front and center. And forums are appearing too. These are places we might want to consider creating content or engaging with conversations.

As you do this for your brand, pay attention to the sources they cite:

• Are they commonly mentioning your competitors?
• What platforms do they tend to cite? (Reddit, YouTube etc.)
• What’s the sentiment of mentions of both your brand and your competitors?

As you do this, try different variations of the same question.

For example, you could ask “What’s the best email marketing software?”

Then try “Which email marketing tool should I use for my small business?”

Notice how the answers change and which sources get mentioned consistently.

In the example above, the first prompt mentioned MailerLite, which was absent in the list for small businesses. But the second prompt pushed Mailchimp to the top and mentioned three new options (Constant Contact, Brevo, and ActiveCampaign).

If you were MailerLite and trying to reach small businesses, you’d want to understand why you’re not being cited for that particular prompt.

You can automate this process with tools like Profound or Peec AI. These platforms run prompts at scale, helping you understand how and where your brand appears. But they can be pricey.

That’s why I recommend you spend some time running these prompts manually at first.

By the way:

This isn’t just important for “big brands” or those selling products. You can (and should) do this if you run a blog, local business website, or even a personal portfolio.

For example, consultants and freelancers will find these tools often cite marketplaces like Upwork and Dribbble. If you don’t have a profile on there, you’ll likely struggle to get much AI visibility.

And if you’re a local business owner, you’ll often find specific service and location pages appear in AI responses:

This is useful for understanding the types of content you should be focusing on for AEO. Now it’s time to decide what topics to focus on in your content.

Step 5. Answer Your Audience’s Questions

The way people search with AI tools is fundamentally different from how we use traditional Google search. This changes how you should plan your content.

Traditional SEO taught you to target specific keywords. You’d create a page optimized for “healthy meal prep ideas” and try to rank for that phrase.

But what happens when people are instead searching for “what to cook for dinner when I’m trying to lose weight”?

The answer might involve healthy meal prep as a solution, but it’s a completely different prompt (not a search) that gets to that answer (not a SERP).

When you run these queries through Google’s AI Mode, you see two totally different sets of sources and content types.

For the “healthy meal prep ideas” query (which is a perfectly valid and searchable term), the focus is listicles, single recipes, and YouTube videos. And the format is categories (bowls, wraps, and sandwiches etc.) with specific recipes:

But for “what to cook for dinner when I’m trying to lose weight,” the sources are primarily lists, forum results, or articles specifically around weight loss.

In this case, the format of the answer is largely broad tips for cooking healthily and then some general cooking styles or meal types, rather than specific recipes:

As more users realize they can use conversational language to make their searches, longer queries will become more common. This makes this kind of intent analysis critical.

These longer, more specific queries represent huge opportunities. Most companies aren’t creating content that answers these detailed questions.

The more specific the question, the more likely you are to show up when AI systems look for authoritative answers. You want to own the long-tail queries that relate directly to your product or expertise.

But:

You obviously can’t reasonably expect to create content for every single long-tail query out there. So how do you approach this in an efficient way?

How to Choose the Questions to Answer

Start by listening to the actual questions your customers ask.

Check your customer support tickets, sales calls, and user feedback. These real questions from real people often make the best content topics — because they’re the same kinds of questions people will ask these AI tools.

Don’t have any customers? No problem.

Use community platforms to find these conversational queries. Reddit, Quora, and industry forums are goldmines for discovering how people actually talk about problems in your space.

Step 6. Structure Your Content for Answer Engines

AI systems process information differently than humans do. They break content into chunks and analyze how those pieces relate to each other.

Think of it like featured snippets but more granular, and for much more than just direct questions.

This means the way you structure your content directly impacts whether AI systems can understand and cite it effectively.

One Idea per Paragraph

Keep your paragraphs short and focused on one main idea.

When you stuff multiple concepts into a single paragraph, you make it harder for AI systems to extract the specific information they need.

Also avoid burying important information in the middle of long sentences or paragraphs. Front-load your key points so they’re easy to find and extract.

And guess what?

It also makes it easier for your human readers to understand too. So it’s a win-win.

Use Clear Headings

Use clear headings and subheadings to organize your content logically.

Think of these as signposts that help both readers and LLMs navigate your information. And make sure your content immediately under the headings logically ties to the heading itself.

For example, look at the headings in this section. Then read the first sentence under each one.

Notice how they’re all clearly linked?

This is a common technique when trying to rank for featured snippets. You’d have an H2 with some content that immediately answers the question…

…and this would rank for the featured snippet for that query:

This is still a valid strategy for traditional search. But for AEO, you need to have this mindset throughout your content.

Don’t make every H2 be a question (this will quickly end up looking over-optimized). But do make sure the content that follows your (logical) headings is clearly linked to the heading itself.

Break Up Complex Topics into Digestible Sections

If you’re explaining a complex or multi-step process, use numbered steps and clear transitions between each part.

This makes it easier for AI systems to pull out individual steps when someone asks for specific instructions. And it’ll make it much easier for your readers to follow.

Also write clear, concise summaries for complex topics. AI systems often look for these kinds of digestible explanations when they need to quickly convey information to users.

Include Quotes and Clear Statements

Include direct quotes and clear statements that AI systems can easily extract.

Why is this worth your time?

Because pages with quotes or statistics have been shown to have 30-40% higher visibility in AI answers.

So instead of saying “Email marketing could be an effective channel for your business,” write “Email marketing generates an average ROI of $42 for every dollar spent.”

Use Schema Markup

Schema markup gives you another way to structure information for machines. This code helps systems understand what type of content you’re presenting.

For example, FAQ schema tells algorithms that you’re answering common questions. HowTo schema identifies step-by-step instructions.

You don’t need to be a developer to add schema markup. Many content management systems (like WordPress) have plugins that handle this automatically.

Make It Scannable

Use formatting like bold text to highlight important facts or conclusions and make it easier for readers to skim your content. This helps both human readers and AI systems identify the most important information quickly.

This has always been a big focus of content on Backlinko. We use lots of images to convey our most important points and add clarity through visualizations:

And we use clear headings to make our articles easy to follow:

The goal is to make your content as accessible as possible to both humans and machines. Well-structured content performs better across all types of search and discovery.

And if your content is enjoyable to engage with, it’s probably going to do a better job of converting users into customers as well.

Step 7. Track Your Visibility in LLMs

How often are tools like ChatGPT, Perplexity, or Gemini mentioning your brand?

If you’re not tracking this yet — you should be.

Tracking your visibility in AI-generated responses helps you understand what’s working and where you need to focus your efforts.

But where do you start? And what should you track?

Manual Testing as a Starting Point

Start with manual testing. This is the simplest way to see how you’re performing right now.

Ask the same questions across different AI platforms, like ChatGPT, Claude, Perplexity, and Google (both AI Mode and AI Overviews). Take screenshots of the responses and note which sources get cited.

Do this regularly, and you’ll start to see patterns in which types of content get mentioned and how your visibility changes over time.

Honestly though: you’re going to struggle to get a lot of meaningful data doing this manually. And it’s not scalable. Plus, so much of what an AI tool outputs to a user depends on the previous context, like:

• Past conversations
• Previous prompts within the same conversation
• Project or chat settings

This makes it challenging to get truly accurate data by yourself. This is really more of a “feel” test that, in the absence of dedicated tools, can provide a very rough idea of how answer engines perceive your brand.

Use LLM Tracking Tools

For more comprehensive tracking, dedicated tools can automate this process.

Platforms like Semrush Enterprise AIO help you track your brand’s visibility across AI platforms like ChatGPT, Claude, and Google’s AI Overviews.

It shows you exactly where you stand against competitors and gives you actionable steps to improve.

Competitive Rankings is my favorite feature. Instead of guessing why competitors might rank better in AI responses, you get actual data showing mention frequency and context.

Another option is Ziptie.dev. It’s not the most polished tool yet, but they’re doing some really interesting work — especially around surfacing unlinked mentions across AI outputs.

If you already have Semrush, then the Organic Research report within the SEO Toolkit does provide some tracking for Google AI Overviews specifically.

You can track which keywords you (or your competitors) rank for that have an AI Overview on the SERP. If you don’t currently appear in the overview, that’s a keyword worth targeting.

Tracking the keywords you do rank for in these AIOs over time can help you gauge the performance of your AEO strategy.

Why Talk to Your Boss (or Clients) About AEO?

You’ve seen the steps. Now you need a story.

AEO isn’t just a tactical shift — it’s a way to explain what’s changing in search without resorting to hype.

AEO helps you frame those changes clearly:

• Traditional SEO still works
• Your past investments are still paying off
• But the bar is higher now
• Visibility means more than rankings
• Your brand needs to be mentioned, cited, and trusted across every channel

AEO gives you the framework to explain what’s changing and how to stay ahead of it.

You Need to Start Now to Stay Visible

This space is evolving fast. New capabilities are rolling out monthly.

The key is to start tracking now so that you can benchmark where you are and spot new opportunities as AI search matures.

Grow your presence by adding a AEO approach on top of your SEO efforts:

• Continue optimizing for strong rankings and authority (AI still leans on this)
• But now, prioritize content and signals that AI engines are more likely to reference directly

Want to learn more about where the world of search is heading? Check out our video with Backlinko’s founder Brian Dean. We dive into how search habits are changing and how you can build a resilient, multi-channel brand.

The post Answer Engine Optimization (AEO): How to Win in AI Search appeared first on Backlinko.

How Much Does Google Ads Cost? (2025 Data + Insights)

2025-09-11 23:10:56

I analyzed over one million keywords across 10 industries.

The average cost per click (CPC) for Google Search ads in 2025 is $8.34. And the median CPC is $4.52.

Legal had the highest average CPC at $22.75.

Ecommerce had the lowest, at just $0.82 per click.

But there’s no flat rate for CPC.

Even if two advertisers bid on the same keyword, they won’t pay the same.

Costs can vary based on several factors — and CPC is just one part of the equation.

Google Ads pricing also involves other expenses that can affect your total budget.

In this guide, you’ll learn:

• How much Google Ads really cost
• What your budget should be
• How you can lower your ad costs (without hurting results)

Let’s dive in.

How Much Does a Google Ad Cost?

Google Ads can cost anywhere from $500 to $100,000 per month.

There’s no fixed rate. And CPCs can change from year to year based on competition and demand in your industry.

That’s why you set the budget that makes sense for your goals.

When I worked at marketing agencies, I’d see brands start with as little as $200 per month.

But in most cases, that isn’t enough to generate real data to measure performance, optimize targeting, or drive consistent leads.

It’s recommended to start with at least $500 a month.

I asked Sam Maugans (a PPC Director and Business Owner, FourHorse Digital LLC) how much does it cost for Google Ads. He said:

I talked to other experts as well.

Here’s what a typical monthly budget looks like, based on business size:

• Small business: From $500 to $5,000 per month
• Mid-size business: From $5,000 to $50,000 per month
• Large business: From $25,000 to $100,000+ per month

In the end, what you spend depends on how aggressive your goals are.

If you want more clicks and leads, you’ll need a larger budget to reach enough of the right people.

You can’t expect to generate 100 high-quality SaaS leads with just $500 a month. That kind of reach takes more spending.

And remember, not all clicks are equal.

A higher CPC can still be worth it if it brings in better-quality leads that are more likely to convert.

What You’re Paying for With Google Ads (and Why It’s Not Fixed)

Google doesn’t charge you to show your ad.

You only pay when someone clicks. That’s why it’s called pay-per-click (PPC).

This model mainly applies to Search ads, where you bid on keywords.

But other ad formats (like Display, YouTube, and Shopping) use different pricing.

Some charge you per view. Others per 1,000 impressions.

(We’ll cover this when we break down campaign types later in the guide.)

Still, all of them run on one thing: Google’s ad auction.

Every time someone searches, there’s a lightning-fast auction to decide whose ad shows and what they pay for that click.

For example:

Let’s say someone searches “divorce lawyer near me.” And they click on a Google search ad.

That single click could cost around $8.43 in the U.S.

But if they search for something like “dog groomer near me,” that click might only cost $1.35.

Same platform. Same system. Very different costs. Because the value of each click is different.

But here’s the thing:

You don’t always pay the amount you bid.

When you run a campaign, you set a maximum bid, which is the most you’re willing to pay for a click.

But what you pay is usually less.

That’s because Google’s auction considers more than just your bid when deciding which ad shows up and at what price.

So, what affects the cost of Google Ads beyond your max bid?

Let’s break down the seven biggest factors.

Factors That Impact Your Cost Per Click

How much Google Ads costs isn’t set in stone.

Your CPC can change dramatically depending on these seven factors:

Your Industry

Your cost per click depends heavily on the industry you’re in.

When I analyzed over one million keywords across 10 industries, the differences were huge.

Some industries consistently came in high. Because the value of a single lead is massive.

Others stayed low, likely due to lower margins or less commercial intent.

Here’s a breakdown of the average and median CPC for each industry in the dataset:

To put that into perspective:

A click for “dog bite lawyer san jose” costs around $229.

A click for “keto diet nutritionist” costs about $0.85

That’s not just a pricing difference. It reflects the value of a lead in each industry.

If you’re in a high-cost niche like legal, finance, or SaaS, you’ll need a bigger budget to compete.

But if you’re in ecommerce or real estate, your clicks are cheaper. And you can start smaller.

The Types of Keywords You Target

Different types of keywords affect how much you pay.

They vary by:

• Intent: Is the person ready to buy, or just looking for information?
• Length: Broad terms vs. long, specific phrases
• Match type: How closely a search needs to match your keyword

Broad, generic terms like “plumber” are comparatively affordable.

But, they’re less targeted. And often trigger your ad for searches that don’t match what you offer.

More specific terms like “emergency plumber in Chicago” tend to cost more.

But those clicks are from people who are ready to take action.

Match types also affect your cost:

• Broad match: Your ad can show for related terms, even if they don’t match exactly
• Phrase match: Your ad shows when the search includes your exact phrase
• Exact match: Your ad only shows for that specific keyword (or close variations)

Broad match usually brings cheaper clicks, but lower-quality traffic.

Exact match costs more, but tends to drive better results.

The more specific your targeting, the higher your cost per click is likely to be.

But you’ll waste less budget and attract people who are actually ready to buy.

That’s why keyword type plays a major role in how much an ad costs on Google.

Location and Device Targeting

Where your ad runs — and on which device it appears — can affect your cost per click.

Targeting a competitive city usually means higher bids.

For example, the search term “plumber near me” costs $62.67 per click in Austin, Texas.

In Lincoln, Nebraska, that same keyword costs just $20.11.

Why?

Fewer advertisers. Less bidding. Lower CPC.

Similarly, device targeting affects cost as well.

Google Ads lets you set different bids for mobile, desktop, and tablet traffic.

Each device type can have its own CPC, depending on competition and performance.

For instance, if more advertisers are targeting mobile, clicks on mobile can cost more.

Or, if desktop traffic converts better in your industry, advertisers may bid higher there, which results in higher CPC.

Campaign Type (Search, Display, Shopping, YouTube)

So far, I’ve focused on Search ads, where you bid on keywords and pay when someone clicks.

That’s the most common format.

In fact, when most people say “Google Ads,” they’re usually talking about Search.

But Google Ads includes other campaign types too. And they’re priced differently.

With YouTube ads, your video can appear before, during, or after another video on YouTube.

You usually pay when someone watches a part of your ad. This is called cost-per-view (CPV).

Display ads are shown across Google’s Display Network, which includes websites and apps that run Google ads.

They’re often priced by impressions.

You’re charged per 1,000 views of your ad. Even if no one clicks.

Shopping ads show up in Google search results. But instead of text, they pull product images, prices, and titles from your product feed.

These ads are click-based, like Search. So, you pay every time someone clicks on it.

Each campaign type targets people differently. And Google Ads pricing varies depending on whether you’re running search, display, shopping, or YouTube ads.

That’s why your campaign type has a direct impact on how much you’ll pay.

Your Quality Score

Google doesn’t just look at your bid. It also scores the quality of your ad.

This is called Quality Score — a number from 1 to 10 that Google assigns to each keyword you target.

It’s based on:

• Expected click-through rate (CTR)
• How relevant your ad is to the keyword
• Your landing page experience

Each factor is graded as “Above average,” “Average,” or “Below average” compared to all other advertisers on Google Ads.

These ratings combine to form your overall Quality Score.

The higher your score, the less you pay for the same position.

The lower your score, the more you’ll need to bid to compete.

That means two advertisers can target the same keyword, but the one with the better ad and landing page might pay less per click.

This shows how much Google Ads costs is influenced by far more than your bid.

Your Bidding Strategy

Google Ads gives you two main ways to bid: manual or automated.

With manual bidding, you set the maximum amount you’re willing to pay for a click.

It works best when you already have historical data and know your ideal CPC. You’re in full control, but it takes more time to manage.

With automated bidding, you let Google set your bids based on your goals.

It tends to work better at scale, once Google has enough data to optimize toward those goals. That could be getting the most clicks, driving more conversions, or hitting a target cost per lead.

Here are the most common automated strategies and when to use them:

• Maximize Clicks: Good for driving traffic quickly, especially in early testing
• Maximize Conversions: Best when your goal is to get as many leads or sales as possible within budget
• Target CPA: Works well when you know your ideal cost per lead or sale
• Target ROAS: Best for ecommerce or campaigns where revenue tracking is set up, and you want to hit a specific return

If Google sees strong signals that a searcher is likely to convert, it may raise your bid automatically. Which can lead to higher CPCs.

Manual gives you more control. Automated gives you speed and scale.

The more control you want, the more work it takes. But giving up control may mean paying more.

Either way, your bidding strategy directly impacts what you pay. And how efficiently your budget gets spent.

How Your Account Is Set Up

Here’s a basic structure of a Google Ads account:

You create a campaign.

Inside that campaign are ad groups.

Each ad group includes a set of keywords, a specific ad, and a matching landing page.

Why does this matter? Because Google ranks your ad based on a combination of factors, including relevance.

And relevance depends on how tightly those elements match.

Let’s say you run one ad group for all your services: plumbing, HVAC, and electrical.

You use one ad and one landing page for all of it.

To Google, that looks messy. The ad isn’t specific. The landing page isn’t focused.

Someone searching for “emergency plumbing repair” sees a generic ad for “Plumbing, HVAC & Electrical Services.”

They land on a page trying to cover everything at once.

Relevance drops. So does your Quality Score. This results in a higher cost per click.

Now take the same budget and split those services into separate ad groups. Each with its own focused keywords, ad, and landing page.

Suddenly, your ads are more relevant. And Google rewards you with lower CPCs.

Other Costs Beyond Your CPC

Running Google Ads often comes with expenses outside of what you pay per click.

These can add up quickly:

• Tools and software: Keyword research platforms, landing page builders, or call tracking tools can cost $50–$300+ per month, but they help improve campaign performance
• Creative assets: Copywriting, landing page design, graphics, or video production. High-quality creative can boost CTR and conversions, but may require a few hundred to several thousand dollars.
• Management fees: Whether you hire a freelancer, agency, or in-house specialist, expect to budget $100 to $10,000+ monthly, depending on scope

How Much Should You Budget for Google Ads?

Start with a test budget.

Many small businesses begin with $500 to $5,000 in their first month.

That’s usually enough to get real traffic, measure early performance, and understand what’s working.

Set a number you’re comfortable testing. Then, apply that as your monthly cap inside Google Ads.

For example, $900 = $30/day.

But be cautious not to spread your budget too thin, says Kalo Krastev, Team Lead Performance Marketing (SEA) at ImmoScout24

Let’s say you spend $1,000 and get 250 clicks.

If your site converts 1 in 25 visitors, that’s 10 customers at $100 each.

If your average sale brings in $300, that’s a 3X return.

• If your numbers look good, increase your monthly budget by 10-20%. (That’s enough to grow your reach without overspending too quickly.)
• If performance is weak, don’t increase the budget. Instead, review your targeting, ad copy, and landing page to find what’s holding things back.

Once your campaign is converting reliably, scaling up becomes simple.

You’ll know what you’re paying to get a customer. And how much more can you spend to get more of them.

As you scale, be careful not to bleed cash.

Here are some signs that you’re overspending on Google Ads:

• Cost per lead or customer is higher than your profit margin
• You’re paying for clicks on irrelevant keywords
• Campaigns run 24/7, but most conversions happen at certain times
• CTR is dropping while spend stays the same or increases

If you spot these, analyze your campaigns and take steps to lower the cost. Start with the tactics in the next section.

6 Ways to Lower Your Google Ads Costs

Spending more doesn’t always get you better results.

In fact, most small businesses overpay for clicks without realizing it.

I saw this all the time with the agency clients — campaigns wasting money on keywords or placements that had no chance of converting.

The good news?

You can bring your costs down without turning off campaigns or cutting corners.

Here are six ways to do that:

1. Improve Quality Score

Google Ads uses Quality Score to assess the quality of an ad.

Improving this score can help lower your cost per click.

Relevance is a big part of the equation.

Your ad should match what the person is searching for — both in wording and intent.

For example, someone searching for “roof leak repair” is more likely to click on an ad that says “Roof Leak Repair: Book a Local Pro” than something generic like “Plumbing and Roofing Services.”

You can also make your ad more clickable by adding assets like site links, callouts, or structured snippets.

These help your ad stand out in search results and attract more qualified clicks.

Your landing page needs to deliver a good experience, too.

It should load fast, work well on mobile, and convey the same message.

If the page feels off-topic or slow, your score drops and your costs go up.

When your keyword, ad, and landing page all align, it may increase your Quality Score and lower your CPC.

2. Use Negative Keywords to Stop Paying for Useless Clicks

Not every click is a good click.

Your ad might show up for searches that sound relevant, but aren’t.

For example: You sell premium leather sofas, but your ad shows for “free leather sofa giveaway.”

Someone clicks, you pay…and they bounce.

Negative keywords help you block that.

They tell Google: “Don’t show my ad if this word is in the search.”

Before you launch, consider adding common negatives like:

• “jobs” (people looking for employment)
• “template” or “example” (informational searches)
• “how to” (DIY intent)
• “free” (no intent to buy)

Here’s how adding “free” as a phrase match negative keyword blocks irrelevant searches:

Take some time to identify more negative keywords that are irrelevant to your offering and may not lead to conversions.

After your ads run, check the “Search terms” tab inside Google Ads.

It shows a list of terms that triggered your ad.

If you see anything that doesn’t match your offer, looks irrelevant, and has low conversions, add it to your negative keyword list.

3. Focus on Long-Tail Keywords with Higher Intent

Long-tail keywords are longer, more specific search phrases — usually 3 to 5 words.

And unlike short, generic keywords, they make it clear what the searcher actually wants.

Think:

• “roof leak repair near me” instead of just “roofing”
• “tax accountant for freelancers” instead of “accountant”

These get fewer searches.

But they’re cheaper, have less competition, and usually convert better.

Why?

Because someone searching for a long-tail keyword is further along in their journey. They’re not just browsing. They’re ready to act.

So, instead of going after broad, high-cost terms, focus your budget on these high-intent searches.

You can use Semrush’s Keyword Magic Tool to find long-tail keywords.

Open the tool, enter your seed phrase (e.g., “roof repair”), choose your target location, and click “Search.”

You’ll see a long list of keyword ideas.

Next, we’ll narrow it down using filters.

• Phrase Match: This keeps results closely related to your original phrase
• KD %: Set “To” as 29 to filter for low-competition keywords
• Advanced filters > Word Count: Set “From” as 3 to show only longer phrases
• Intent: Choose “Commercial” and “Transactional” to focus on buyers
• Exclude keywords: Remove irrelevant terms like “free” or “jobs”

Now you’re looking at a refined list of long-tail, high-intent keywords.

This is how you avoid broad, expensive clicks. And focus your budget on searchers who are ready to act.

4. Target Specific Locations to Lower Competition

One of the easiest ways to waste money on Google Ads?

Targeting a too-broad area.

If you’re a local business (or serve just a few regions), you don’t need your ads to show in places you don’t operate.

Running ads across a large area means more competition.

But narrowing your location targeting often leads to lower CPCs and better leads.

For example: Instead of targeting all of Texas, narrow it down to just the Dallas-Fort Worth area.

You’ll avoid competing with advertisers in Houston, Austin, and San Antonio — who are all bidding on the same keywords.

Same campaign. Same budget. Less competition.

Inside Google Ads, you can target by city, region, zip code, or even a radius around your address.

Start by focusing your budget where your best customers are.

You’ll cut waste and make your ad spend go further.

5. Run Ads When Your Customers Are Most Likely to Convert

Google’s Smart Bidding is smart, but it’s not magic.

If you’re running ads 24/7, it won’t automatically stop spending at 2 a.m. — even if those clicks rarely turn into customers.

That’s where ad scheduling comes in.

If you run a local business or only serve customers during specific hours, you don’t want to pay for clicks when no one’s around to respond.

For example:

If you’re a plumber or accountant and someone clicks your ad at 11 p.m., but your office opens at 9 a.m., they’ll probably move on before you can follow up.

In Google Ads, you can set your campaign to only run during your business hours.

You can also use the “Hour of the day” report to see exactly when conversions happen. So you can schedule your campaign based on real performance data.

Once you’ve got data, you can expand to early mornings or weekends if performance is strong.

Less waste. Better timing. Same budget.

6. Test Your Landing Pages to Maximize Budget

If you’re getting 100 clicks and only 2 leads, that’s not a CPC problem.

That’s a landing page problem.

The best ad in the world won’t help if the page people land on doesn’t convert.

I’ve worked with clients where we didn’t change the ad at all. Just added a few bullet points near the top of the page.

That one small tweak doubled their conversion rate.

Small changes like that can make a big difference in how many leads you get from the same ad spend.

For starters, you can tweak different parts of your landing page: the headline, form length, call to action, or how quickly your value is explained.

Here’s a simple landing page template to capture leads:

You can also add trust signals to make visitors feel safe enough to convert, like:

• Customer reviews
• Media mentions
• Money-back guarantees
• Security badges

If you want to go further, create two versions of your landing page: Version A and Version B.

Change just one thing between them.

Then, send traffic to both and see which one gets more leads.

When your conversion rate increases, your cost per lead goes down. This increases your ROI.

What to Do Before You Launch Your First Google Ads Campaign

Google Ads can feel simple on the surface: set a budget, write an ad, go live.

But if you skip a few key steps before launch, your budget can disappear fast.

I’ve seen businesses launch campaigns without setting up conversion tracking.

Some forgot to set their location targeting and showed ads in cities they don’t even serve. Others launched without a daily budget cap and burned through hundreds in a single day.

Small misses like that lead to wasted clicks, high costs, and zero results.

That’s why I created a pre-launch checklist.

It walks you through the exact steps to take before your first campaign goes live across Search, Shopping, Display, and YouTube.

Ready to Create Your First Google Ad Campaign?

Start with a small, focused budget.

Use month one to get clicks, see what’s working, and spot what’s not.

Then, improve from there based on real data.

Use our Google Ads Budget Estimator to calculate your starting budget.

And once you’re ready to launch, use our Pre-Launch Checklist to set up your campaign the right way.

Check out this guide for the next steps: How to Run Google Ads: A 10-Step Guide

The post How Much Does Google Ads Cost? (2025 Data + Insights) appeared first on Backlinko.

AI Search Strategy: The Seen & Trusted Brand Framework

2025-09-10 22:04:05

AI is already reshaping how buyers discover and choose brands.

When someone asks ChatGPT or Google AI Mode about your category, two things happen:

• Brands are mentioned in the answer
• Sources are cited as proof

Most companies get one or the other. Very few win both.

And that’s the problem.

According to the latest Semrush Enterprise AI Visibility Index, only a small fraction of companies appear in AI answers as both seen (mentions) and trusted (citations).

That gap is the opportunity.

We’re proposing the Seen & Trusted (S&T) Framework — a systematic approach to help your brand earn mentions in AI answers and citations as a trusted source.

Do both, and you multiply visibility, trust, and conversions across platforms like ChatGPT, Google AI Mode, and Perplexity.

SEO remains the foundation.

But AI doesn’t just look at your site. It pulls signals from review platforms, Reddit threads, news coverage, support docs, and community discussions.

When those signals are fragmented, your competitors will own the conversation.

This guide shows you exactly how to fix that with two playbooks:

• Get Seen: Win favorable mentions in AI answers
• Be Trusted: Earn citations as a reliable source

Run them together and you give AI no choice but to recognize, reference, and recommend your brand.

Why AI Search Strategy Isn’t Just SEO’s Job

Your SEO team can optimize every page on your site and still lose AI visibility to a competitor with weaker rankings but stronger brand signals.

Why? Because AI systems pull signals from everywhere, not just your website.

When AI generates responses, it mines:

• Review platforms for product comparisons
• Reddit threads for pricing complaints
• Developer forums for implementation details
• News sites for company credibility
• Support docs for feature explanations

The challenge is that these signals live across different teams.

For instance, your customer success team drives customer reviews on G2 and Capterra. But if they’re not tracking review quality and detail, AI has nothing substantive to cite when comparing products.

Similarly, your product team controls whether pricing and features are actually findable. Hide everything behind “Contact Sales” forms, and AI will either skip you entirely or make assumptions based on old Reddit threads.

Your PR team lands media coverage and analyst reports. These third-party mentions build the trust signals AI systems use to determine authority.

Your support and community teams shape what gets said in forums and Discord servers. Their responses (or silence) directly influence how AI understands your product.

SEO and content teams own the site structure and content creation. But that’s just one piece now.

Without coordination, you get strong performance in one area, killed by weakness in another.

To grow AI visibility, you need synchronized campaigns — not just an “optimize for AI” line item tacked onto everyone’s OKRs.

That’s where the Seen & Trusted Framework comes in. It gives every team a role in building the signals AI depends on.

Playbook 1 – How to Get Seen (The Sentiment Battle)

Getting “seen” means showing up in AI responses as a mentioned brand, even without a citation link.

When a user asks ChatGPT, “What are the best email marketing tools?” they get names like HubSpot, ActiveCampaign, and MailChimp.

These brands just won visibility without anyone clicking through.

But here’s a challenge:

You’re fighting for favorable mentions against every competitor and alternative solution.

This is the sentiment battle.

Because AI doesn’t just list brands. It characterizes them.

You might get mentioned as “expensive but comprehensive” or “affordable but limited.”

Like here, when I asked ChatGPT if ActiveCampaign is a good option:

In some cases, the response could be more negative than neutral. Like this:

These characterizations stick.

So, how can your brand get more mentions and have a positive sentiment around?

There are four main sources that AI systems mine for context.

Step 1. Build Presence on the Right Review Sites

AI systems heavily weigh review platforms when comparing products. But not all reviews are equal.

A detailed review explaining your onboarding process carries more weight than fifty “Great product!” ratings.

AI needs substance, like specific features, use cases, and outcomes it can reference when answering queries.

G2 is one of the top sources for ChatGPT and Google AI Mode in the Digital Technology vertical, according to Semrush’s AI Visibility Index.

The platform gives AI everything it needs: reviews, features, pricing, and category comparisons all in one place.

Slack ranks among the top 20 brands by share of voice in AI responses for the Digital Technology vertical.

Part of that success comes from their G2 strategy.

When I ask ChatGPT, “Is Slack worth it?” it cites G2 as one of the sources.

Look at Slack’s G2 reviews and you’ll see why.

Its pricing, features, and other information are properly listed and up-to-date

Users write detailed reviews about channel organization, workflow automation, and integration setups.

G2 isn’t the only platform that matters.

• For B2B SaaS: G2, Capterra, and GetApp
• For ecommerce: Amazon reviews
• For local/service businesses: Yelp and Google Reviews

In my experience, the depth of the review matters just as much as the platform — if not more.

You’ll see many very detailed product reviews as a source in AI answers from sites with low domain authority.

So, what does this mean in practice?

You need reviews from customers. And your review strategy needs four components:

• Timing: Email customers after they’ve used your product enough to give meaningful feedbac, but while the experience is still fresh
• Templates: Provide prompts highlighting specific features to discuss. “How did our API save you development time?” beats “Please review us.”
• Incentives: Reward detail over ratings. A $XX credit for reviews over 200 words can generate more AI-friendly content
• Engagement: Respond to every review. AI systems recognize vendor engagement as a trust signal.

Step 2. Participate in Community Discussions

Community platforms are where real product conversations happen. And AI systems are listening.

• Reddit threads comparing alternatives
• Stack Overflow discussions about implementation
• Quora answers explaining use cases

These unfiltered conversations shape how AI understands and recommends products.

Reddit and Quora consistently rank among the top sources cited by ChatGPT and Google AI Mode across industries.

Like in the Business & Professional Services vertical here:

Online form builder Tally is a great example of dominating community discussions and winning the AI search.

AI-powered search is now their biggest acquisition channel, with ChatGPT being their top referrer.

This is their weekly signup growth of the past year, driven by AI search:

How are they doing this?

Marie Martens, co-founder of Tally, writes:

Here’s Marie talking about her product on Reddit:

And answering users’ questions:

And partaking in ongoing conversations:

This authentic engagement creates the context AI needs.

So, when I ask ChatGPT what’s the best free online form builder, it mentions (and recommends) Tally.

Big brands like Zoho take part in Reddit discussions as well. To answer questions, address concerns, and control their brand sentiment.

Like here:

Zoho ranks among the top brands by share of voice in ChatGPT and Google AI Mode responses. Just behind Google.

The community platforms like Reddit, Overflow, Quora, and even LinkedIn matter a lot in AI visibility:

Your community and customer success teams should be active on these platforms.

But presence alone isn’t enough.

Your strategy needs authenticity.

How?

• Answer questions even when you’re not the solution
• Address common misconceptions about your product (don’t let misinformation take over threads)
• Share your actual product roadmap, including what you won’t build
• Give detailed, honest responses to user complaints, even if it means acknowledging past mistakes
• Encourage your product, support, or founder teams to answer technical or niche questions directly

AI systems can detect promotional language. They prioritize helpful responses over sales pitches.

The brands winning community presence treat forums like customer support, not marketing channels.

Step 3. Engineer UGC and Social Proof

User-generated content and social proof create a feedback loop that AI systems amplify.

• When customers share their wins on LinkedIn
• When users post before-and-after case studies
• When teams document their workflows publicly

…all of this becomes training data.

Brands with strong community engagement and visible social proof see higher mention rates across AI platforms.

Patagonia is a fitting example here.

When I ask ChatGPT about sustainable outdoor brands, Patagonia dominates the response.

In fact, Patagonia holds the highest share of voice in AI responses for the Fashion and Apparel vertical.

They consistently appear in discussions around “ethical fashion” and “sustainable brands.”

Not because they advertise, but because customers evangelize. And that advocacy is visible everywhere.

Customers regularly mention their positive experience with Patagonia’s exchange policy.

There are countless positive articles written on third-party platforms about their products.

And on social platforms like Instagram.

These real-world endorsements are the kind of social proof AI recognizes and amplifies.

No wonder Patagonia has a highly favorable sentiment score (according to the “Perception” report of the AI SEO Toolkit).

So, how do you get people creating content (and proof) that AI pays attention to?

• Encourage customers to leave ratings on trusted third-party sites
• Partner with micro-influencers to share authentic product stories, tips, and reviews in their own voice
• Invite users to post before-and-after results or creative use cases
• Design features or experiences users want to show off (like Spotify Wrapped)
• Reward customers who share feedback or use cases publicly (early access, shoutouts, or swag)
• Reply to every public mention or tag because AI recognizes visible engagement

The mistake most brands make?

Asking for just testimonials instead of conversations.

Don’t ask customers to “share their success story.” Ask them to help others solve the same problem they faced.

The resulting content is authentic, detailed, and exactly what AI systems look for.

Step 4. Secure “Best of” List Inclusions

Comparison articles and ‘best of’ lists are key sources for AI citations.

When TechRadar publishes an article on top “Project Management Tools for Remote Teams,” that article becomes source material for hundreds of AI responses.

When Live Science reviews running watches, those comparisons train AI’s product recommendations.

These third-party validations carry more weight than your own content ever could.

In fact, sites that publish “best of” listicles consistently appear as top sources for AI platforms — including Forbes, Business Insider, NerdWallet, and Tech Radar.

Garmin is a perfect example.

Their products appear in virtually every “best GPS watch” article across running, cycling, and outdoor publications.

Like in this Runner’s World article:

Or this piece in The Great Outdoors:

But what makes their strategy work is consistency across platforms.

Yes, the specs are the same by nature.

But what stands out is how consistently those specs, features, and images appear across independent sites.

That repetition reinforces trust for AI systems, which see the same details confirmed again and again.

So, when I ask ChatGPT, “Which is the best GPS watch?” it mentions Garmin.

And it doesn’t stop there. It highlights features that other third-party articles emphasize, like battery life, accuracy, solar charging, and water resistance.

This consistency across independent sources is why Garmin holds one of the highest shares of voice in ChatGPT and Google AI Mode responses for the Consumer Electronics vertical.

So, how do you land in these “best of” lists?

It starts with a great product. Without that, no list will save you.

That aside, you need to make journalists’ jobs easier. Most writers work under tight deadlines and will choose brands that provide ready-to-use assets over those that make them hunt.

So build a dedicated press kit page with specs, pricing, high-res images, and other assets.

Like Garmin does here:

Next, reach out to journalists and niche publications. Don’t wait for them to find you.

Timing matters a lot as well.

Most “best of” lists update annually. So, pitch your updates a few months before refreshes.

Also, don’t just target obvious lists. Focus on category expansion.

For instance, Garmin doesn’t just appear in “best GPS watch” roundups. They also feature in broader outdoor and fitness lists that cover running, cycling, and multisport gear.

That reach multiplies the mentions AI systems can cite.

The bottom line: AI visibility favors the brands that keep showing up in independent comparisons.

Secure those “best of” inclusions, and you increase your chances of being mentioned in AI answers.

Playbook 2 – How to Be Trusted (The Authority Game)

Getting mentioned is half the battle. Getting cited is the other half.

When AI systems cite your content, they’re not just naming you. They’re using you as evidence to support their answers.

Look at any ChatGPT or Google AI Mode response.

At the bottom or side, you’ll see a list of sources. These citations are what AI considers trustworthy enough to reference.

According to Semrush’s AI Visibility Index, certain sources dominate AI citations across industries. Like Wikipedia, Reddit, Forbes, TechRadar, Bankrate, and Tom’s Guide.

They have achieved, what I call, the “Citation Core” status.

Why do these platforms get cited so often?

AI systems trust sources with verified information, structured data, and established credibility. They need confidence in what they’re citing.

This is the authority game.

You’ve earned mentions through the sentiment battle. Now you need to build the trust that also earns you citations.

This is how you maximize your AI visibility.

Here are five ways to build that authority.

Step 1. Optimize Your Official Site for AI

AI platforms can only cite what they can crawl, parse, and understand.

If your details aren’t exposed in clean, readable code, you’re invisible. No matter how good your content is.

Use semantic HTML to structure your content.

That means marking up pricing tables, product specs, and feature lists with tags like <table>, <ul>, and <h2>.

Don’t tuck information inside endless <div>s or custom layouts that hide meaning.

Also, avoid relying on JavaScript to render your main content.

AI crawlers can’t read JavaScript.

If your pricing or docs load only after scripts fire or buttons click, those details will be skipped.

Almost every top-cited site in AI answers passes the Core Web Vitals assessment, which signals that the page loads fast, stays stable, and presents content in a clean structure.

Like Bankrate — the most cited source in Google AI Mode for the Finance vertical:

Or InStyle — the 8th most cited source on ChatGPT in the Fashion & Apparel vertical.

These sites consistently surface in AI responses because their pages are easy to crawl, fast to load, and simple to extract structured information from.

A lot of what you’ll do to optimize your site for AI is SEO 101.

• Structure all key information in native HTML elements (no custom wrappers)
• Keep important content visible on initial load (no tabs, accordions, or lazy-loaded sections)
• Use schema where it reinforces facts: pricing, product, FAQ, organization
• Run regular audits with JavaScript disabled to see what AI sees
• Minimize layout shifts and script dependencies that delay full render

For page-by-page analysis, you can use Google’s PageSpeed Insights.

To check your entire site’s health and performance, use Semrush’s Site Audit tool.

Get a detailed report showing technical issues on your website and how you can fix them.

At the end, you want a fast, stable, and easy-to-parse website.

That’s what earns AI citations.

Step 2. Maintain Wikipedia + Knowledge Graph Accuracy

AI systems rely on public data sources to build their understanding of your brand.

If that information is wrong, every answer AI generates about you will be too.

Wikipedia is one of the most cited sources on ChatGPT for all industries covered in Semrush’s AI Visibility Index.

Interestingly, Google AI Mode leans heavily on its Knowledge Graph to validate facts about companies and products.

When your Wikipedia page contains outdated info — or your Knowledge Graph shows old details — those inaccuracies get baked into AI responses.

That hurts trust, sentiment, and your chance of being cited in the long-term.

So your job is twofold:

1. Make sure your brand exists in these systems
2. Keep the data clean and current

Start with your Wikipedia page.

If you have one, audit it quarterly.

Fix factual errors, like outdated product names, revenue ranges, or leadership bios.

Support every edit with a credible third-party source: news coverage, analyst reports, or industry publications.

Wikipedia doesn’t allow brands to directly promote themselves. And promotional edits get removed.

But updates to fix factual errors usually stick. As long as you provide solid citations.

You can use the “Talk” page of your Wikipedia entry to propose corrections.

If you don’t have a Wikipedia page, you’ll need to meet notability guidelines.

That typically means coverage in multiple independent, well-known publications.

Once that’s in place, a neutral editor (not on your payroll) can create the page.

Next, fix your Knowledge Graph.

Google pulls its brand facts for its knowledge graph from multiple sources. Like Wikidata, Wikipedia, Crunchbase, social profiles, and your own schema markup.

Start by “claiming” your Knowledge Panel.

This means a knowledge panel already exists for your company when you search its name. You just have to claim it by verifying your identity.

If you don’t see one, you’ll need to feed Google more structured signals.

Start by adding or improving your Organization schema on your homepage.

Then, make sure your company has a proper Wikidata entry. Google may use this to build its Knowledge Graph.

A strong Wikipedia page and Google knowledge panel shape how AI understands your brand.

Get them right, and you build a foundation of factual authority that AI systems can trust.

Step 3. Publish Transparent Pricing

Hidden pricing creates negative sentiment that AI systems pick up and amplify.

When users can’t find your pricing, they turn to Reddit and LinkedIn. And the speculation isn’t always favorable.

For instance, Workaday doesn’t show its pricing.

And the Reddit comments aren’t helpful to its potential customers.

According to Semrush’s AI Visibility Index, when enterprise software hides pricing behind “Contact Sales,” AI uses speculative data points from Reddit and LinkedIn.

And it often links that brand with negative price sentiment.

Because AI systems are biased toward answering, even if it means citing speculation.

They’d rather quote a complaint from third-party sites about “probably expensive” than admit they don’t know.

Without clear pricing, you’re also excluded from value-comparison queries like “best budget option” or “most cost-effective for enterprises.”

Publishing transparent pricing creates reliable data that AI trusts over speculation.

Now I understand this isn’t always possible for every brand. Whether to show pricing depends on various other decisions and strategies.

But if you want to build trust for higher AI visibility and positive sentiment, transparent pricing is important.

Which means:

• Include tier breakdowns with feature comparisons
• Spell out annual vs. monthly options
• List any limitations or user caps
• Update your pricing on G2, Capterra, and other review sites

When reliable sources like your pricing page and G2 have clear information, AI stops turning to speculation.

That transparency becomes part of your brand identity and authority.

Step 4. Expand Documentation & FAQs

Your support docs and help center often get cited more than your homepage.

Because AI systems look for detailed, problem-solving content. Not marketing copy.

Apple holds one of the highest shares of voice in ChatGPT and Google AI Mode responses for the Consumer Electronics vertical.

Its support documentation appears consistently in AI citations across tech queries.

When I ask ChatGPT how to fix an iPhone issue, it cites support.apple.com.

Product documentation dominates citations in technical verticals.

Why?

Because it answers specific questions with step-by-step clarity.

Your product documentation is a citation goldmine if you structure it right.

Start by creating dedicated pages for common problems. “How to integrate [Product] with [Product]” beats a generic integrations page.

For example, Dialpad has dedicated pages for each app it integrates with.

And each page clearly explains how to connect both apps.

Next, write troubleshooting guides that address real user issues.

(You can learn about these issues from your sales teams, account managers, and social media conversations.)

Also, build a comprehensive FAQ library that actually answers questions. Not marketing-friendly softballs, but the hard questions users really ask.

Make sure every page is crawlable:

• Use static HTML for all documentation
• Create XML sitemaps specifically for docs
• Implement breadcrumb navigation
• Add schema markup for HowTo and FAQ content

The goal is to become the default source when AI needs to explain how your product works.

Not through SEO tricks, but by publishing the most helpful, detailed, accessible documentation in your space.

Step 5. Create Original Research That AI Wants to Cite

Original research gives AI systems something they can’t find anywhere else. Your data becomes the evidence they need.

Take SentinelOne as an example. It’s a well-known brand in cybersecurity.

They regularly publish threat reports, original data, and technical insights.

This is one of the reasons they often get cited as a source in AI responses.

In the intro, I said very few brands are both mentioned and cited by AI. Remember?

SentinelOne is one of those brands that has built dual authority.

According to Semrush’s AI Visibility Index, it’s the 15th most cited and 19th most mentioned brand in the Digital Technology vertical.

Because it publishes original insights that aren’t available anywhere.

And AI systems want: verified data, industry insights, and quotable statistics.

But not all research gets cited equally.

• Annual surveys with significant sample sizes (think: 500+) carry weight. But “State of [Industry]” reports based on 50 responses might not.
• Benchmark studies comparing real performance data become go-to references. But thinly-veiled sales pitches disguised as research might get ignored.

You can use your proprietary data to create original research reports.

Or team up with market research companies like Centiment that can help you collect data through surveys.

When creating these reports:

• Lead with key findings in bullet points
• Include methodology details for credibility
• Provide downloadable data sets when possible
• Add structured data markup for datasets

Also, promote findings through press releases and industry publications.

When Forbes, TechCrunch, and other leading publications cover your research, AI systems are more likely to notice.

Like this SentinelOne report covered by Forbes:

The compound effect here is powerful.

Your research gets cited by news outlets → which gets cited by AI → which drives more coverage → which builds more authority.

That’s how you go from being mentioned to being the source everyone (including AI) trusts.

Pulling It All Together – Running Both Playbooks

You’ve seen the framework. Now it’s time to execute.

Step 1. Audit Your Current AI Visibility

Start by understanding your baseline.

Run test queries in ChatGPT and Google AI Mode. Search for your brand, your category, your product, and the problems you solve.

Note where you’re mentioned (in the answer itself) and where you’re cited (in the source list). Screenshot everything.

If you’re using Semrush’s Enterprise AIO, you can use Competitor Rankings to see how often your brand shows up in AI answers compared to your competitors.

Step 2. Build Parallel Campaigns

Both playbooks need to run simultaneously.

You can’t wait to be “seen” before building trust.

• Playbook 1 (Seen): Customer success drives review campaigns. Community managers engage in forums. PR pushes for “best of” list inclusion.
• Playbook 2 (Trusted): Product publishes transparent pricing. SEO and engineering improve site structure. Support expands help content. Marketing creates original research.

The key is coordination.

Create a shared dashboard to track each team’s contributions to AI visibility.

Step 3. Monitor and Iterate

AI visibility shifts fast. What worked last month might not work today.

Track your mentions and citations monthly.

Use an LLM tracking tool like Semrush or a manual prompt list to see how you’re showing up (and how often).

Watch for imbalances.

Strong mentions but weak citations? Focus on authority signals from Playbook 2.

Cited often but rarely mentioned? Ramp up your community and sentiment work.

Also: watch your competitors. When someone jumps in AI visibility, reverse-engineer what changed.

New PR coverage? More reviews? A pricing update?

The brands winning AI search aren’t waiting for perfect strategies. They’re testing, learning, and adjusting faster than their competition.

The AI Visibility Window is Open

In addition to listing your brand, AI platforms influence what buyers see, trust, and choose.

And right now, AI visibility is anyone’s game. Only a few brands in each industry have cracked the code of being both mentioned and cited.

That means even established giants can be outmaneuvered if you move faster on AI strategy.

So while competitors debate whether AI search matters, you can build the presence that captures tomorrow’s buyers.

The Seen & Trusted Framework gives you the direction.

Run both playbooks. At once.

The post AI Search Strategy: The Seen & Trusted Brand Framework appeared first on Backlinko.

SEO vs. GEO, AEO, LLMO: What Marketers Need to Know

2025-08-25 21:41:01

If you do any kind of marketing, you’ve probably come across at least one of these acronyms recently:

• GEO: Generative Engine Optimization
• AEO: Answer Engine Optimization
• LLMO: Large Language Model Optimization
• AIO: Artificial Intelligence Optimization

Here’s the truth:

They all mean essentially the same thing.

But they are subtly different from SEO (search engine optimization). This article will tell you where they’re similar, where they’re different, and what you need to know as a marketer.

SEO vs. Everything Else Explained

There might be shades of nuance between these acronyms, but the goal with all of them is the same. They all aim to optimize your (or your client’s) online presence to appear in more AI responses in tools like ChatGPT, Perplexity, and Google’s AI Mode.

Okay, so if they’re so similar: why the need for all these acronyms in the first place?

Why All the Acronyms?

The main reason we have so many acronyms like GEO, AEO, LLMO, and AIO is that AI optimization in general is still very new. This means people from all corners of marketing have been coming across new concepts, ideas, and techniques at the same time.

Naturally, people call things different names as they try to differentiate themselves from traditional SEO — and all the other new acronyms appearing on the scene.

Why do they do that?

Various reasons:

• They want to appear to be at the forefront of digital marketing
• Their bosses have told them they need to do it
• They’re trying to offer new services in a volatile marketplace

There’s nothing wrong with any of these reasons. But it does make it confusing for the rest of us.

And it’s clear that a lot of people are searching for these new terms:

And the trends over time are clear too, as search demand for these new terms has skyrocketed in the past year:

One term in particular, “AI Optimization,” has really exploded:

Are They Replacing SEO?

Short answer: no.

Can you guess which keyword I blurred out in the first screenshot above?

That’s right: search engine optimization.

More than 40K searches each month. And the acronym “SEO”?

Almost a quarter of a million searches each month in the US alone:

(The other acronyms aren’t “mainstream” enough to use as a data point here. For example, AEO is American Eagle Outfitters, and GEO can mean a hundred different things.)

Clearly, search volumes don’t tell the whole story, but SEO is definitely still the more popular term right now.

And the Google Trend graph is the final nail in the “Is SEO Dead?” coffin:

That’s right, search demand for SEO has actually grown over the past year. But you’ll see here that “AI Optimization” is arguably “trendier” right now than SEO.

And that makes sense, because people and businesses are concerned about how to optimize for AI systems. There is a shift in the industry from pure SEO to some form of optimization for the likes of ChatGPT and AI Mode.

Businesses are even hiring for “GEO Experts”:

And agencies are pivoting to offer AI search services:

So what these acronyms are all about is a very real thing. But it’s not a complete revolution when you compare it to search engine optimization.

Quick Summary of SEO vs. GEO/AEO/LLMO/AIO

Here’s what’s actually happening. There are really only two distinct approaches, SEO vs. the rest:

Where They’re Actually the Same (Spoiler: Almost Everything)

Despite the different names, these approaches share most of the same features and tactics:

• The goal is the same: While visibility is perhaps the word you’ll see associated with success in the AI era, the goal for businesses is still to get more customers and drive revenue. Whether that’s from search engines or ChatGPT, it’s still the bottom-line number that business owners care about.
• Content quality is paramount: All of these optimization methods prioritize high-quality, authoritative content. Whether you’re targeting Google’s search results or ChatGPT’s responses, you need genuine expertise and accurate information.
• Structure matters everywhere: Clear headings, logical flow, and well-organized information help both search engines and AI systems understand your content. A messy blog post won’t rank well anywhere.
• Authority signals are universal: Backlinks, domain authority, and expertise signals matter across all platforms. AI systems often rely on the same trust signals that traditional search engines use (although citations, not just links, matter more for AI optimization).
• User intent drives everything: Whether someone types a query into Google or asks ChatGPT a question, they want a useful answer. Content that genuinely helps people will generally perform well regardless of the platform.

Where They Actually Differ (The Few Real Distinctions)

The differences between these approaches are smaller than the marketing suggests:

• Links vs. citations: In traditional SEO, a big driver of your authority and whether you’ll rank is the quality of your backlink profile. In AI optimization, where you’re cited across the web matters more than just the links you have.
• Traffic vs. citations: The broader business goals are still the same (to get customers and make money). But SEO is clearly more focused on driving traffic while AI optimization is, at least on the surface, about getting cited in AI responses.
• Response format: Keyword-optimized, long-form content was often the winning strategy for SEO. AI-optimized content focuses on direct, quotable answers to specific questions.
• Measurement challenges: You can easily track your SEO performance with tools like Google Analytics. Measuring AI visibility requires newer tools and different metrics, and it’s not always possible to accurately map out the customer journey.

But here’s what’s important: you don’t choose between these approaches. A well-optimized piece of content will perform across all these platforms simultaneously.

What This Means for Your Business

Now you know where there is and isn’t overlap between SEO, GEO, AIO, and all the other acronyms.

But what do you actually do with this information?

Content Research Gets More Complex

You can’t just look at keyword search volume anymore. You need to understand what questions people are asking AI systems and what answers those systems are currently providing.

This means your content team needs to research across multiple platforms:

• Google search results
• ChatGPT responses
• Perplexity citations
• AI Mode and AI Overviews

You need to understand where you’re being cited and where you’re not. But you also need to understand why other sites are being mentioned. This way, you can create content that’s also more likely to get cited.

Writing Becomes Answer-First

Writers need to structure content so AI systems can easily extract quotable segments for their answers.

That means:

• Descriptive subheadings
• Clear transitions between sections
• Direct answers early in each section
• Simple language where possible
• Short sentences and paragraphs

Content Investment Increases

Creating content that performs well across multiple search platforms requires more time and expertise. And you might even need to start creating content on different platforms too.

Why?

Because appearing in AI responses isn’t just about writing great blog posts. These tools love to reference user-generated content, forums like Reddit, and YouTube videos.

This means you’ll need to consider creating content beyond your website.

New KPIs to Track

Website traffic is still important, but it’s not the only success metric. You need to start measuring:

• Brand mention frequency in AI responses
• Citation accuracy across AI platforms (i.e., are the tools saying the right things about your brand?)
• Share of voice in AI-generated answers
• Brand sentiment in AI outputs

A tool that does all four of these is Semrush’s AI SEO Toolkit.

It’ll show your brand’s overall visibility and share of voice in AI tools like ChatGPT, Google AI Mode, and Perplexity:

You can also see how these tools perceive your brand versus your rivals:

The tool also shows you how often you’re cited compared to your competitors:

Finally, you can also find out the questions real users are asking about your industry:

You can use the AI SEO Toolkit’s insights to create and optimize your content for the questions users are asking. And you can optimize your overall visibility to ensure AI tools are saying the right things about your brand.

How to Explain It All to Your Boss/Stakeholders

Your boss and stakeholders in your business are going to hear about the likes of GEO and AIO and have questions for you. There’s no avoiding that.

This means you need to be able to explain the shift in plain business language — without the jargon and without triggering panic.

Here’s how to do it.

Lead with the Reality, Not the Acronym

Your CMO doesn’t care if it’s SEO, GEO, or AEO.

They care if your brand is visible when it matters.

Don’t start with “We need to do GEO now.” Start with “Our customers are getting answers from AI systems, and we need to make sure we’re part of those answers.”

This immediately connects to business outcomes instead of marketing tactics.

Be Honest About the Uncertainty

Don’t pretend you have a perfect read on how AI engines source answers. (Nobody does.)

Say:

“Some factors are proven — authority, relevance, clarity, and trust. Others are emerging, and we’re still testing things. Here’s what we know, and here’s what we’re learning.”

That honesty builds more trust than overconfidence.

Leadership teams have seen too many “revolutionary” marketing tactics fizzle out. Make it clear you’re being strategic, not just chasing trends.

Anchor to Business Impact

Shift the conversation from traffic to results that leadership cares about:

• Revenue from organic sources
• Pipeline influenced by organic visibility
• Brand lift and share of voice
• Cost per acquisition trends
• Customer lifetime value from organic channels

Instead of saying “We need to optimize for ChatGPT,” say:

“We expect fewer casual visits but higher conversion rates from people who find us through these new channels.”

This frames the expected change as quality improvement, not traffic loss.

Highlight the Win-Win Investments

Lay out the actions that are worth investing in, no matter what:

• Deeper audience research: Understanding exactly what questions your prospects ask (across all platforms) improves everything from product development to sales conversations
• Answer-ready content: Content that directly addresses customer questions performs better everywhere: traditional search, social media, sales enablement, and AI systems
• Brand and topic mentions in trusted sources: Getting coverage and citations from authoritative websites helps with traditional SEO, brand awareness, and AI visibility
• Strong UX and review presence: Better website experience and more customer reviews can improve conversion rates, regardless of where the traffic comes from
• Measuring what matters: Tracking brand mentions, share of voice, and conversion quality gives you better business intelligence for any marketing channel

These efforts are likely to work in SEO, GEO, or any other flavor of optimization. They’re just good marketing practices.

Highlighting these gives leadership confidence that you’re not betting everything on one unproven tactic. And it tells them that no matter what, these are things you should be doing anyway.

Position the Expansion as an Advantage

Make it clear this isn’t about more work for the same payoff.

It’s about capturing market share while competitors are still figuring things out:

“Most of our competitors are still focused only on traditional search. We have a 6-12 month window to establish authority in AI systems before they catch up.”

This positions your team as forward-thinking, not reactive.

Address the Obvious Concerns

You’re going to get questions, no doubt about it. Here’s how to answer the most common ones:

Question: “How much will this cost?”

Answer: “Most of the work builds on our existing content strategy. We’re expanding our definition of search optimization, not replacing it.”

Break down the investment:

• Content creation (already budgeted)
• New monitoring tools (modest monthly cost)
• Team training (one-time investment)
• Testing and optimization (part of ongoing marketing)

Question: “How do we measure success?”

Answer: “We’ll track traditional metrics plus brand visibility across AI platforms. Success means maintaining our current organic performance while building presence in emerging channels.”

Set up a dashboard that shows both traditional SEO metrics and AI citation tracking side by side. (Or use a tool like Semrush to do this for you.)

Question: “What if this is just a fad?”

Answer: “The underlying strategy — creating authoritative, helpful content and offering a great user experience — is the foundation of good marketing. We’re just making sure that our content performs well across more search platforms.”

Frame it as good marketing practices and risk mitigation, not trend-following.

Provide a Clear Timeline

Month 1-2 (Foundation):

• Audit existing content to understand its AI optimization potential
• Set up monitoring tools for AI citations
• Train team on new optimization principles

Month 3-4 (Testing):

• Optimize select pieces of content for AI systems
• Measure performance across traditional and AI search platforms
• Refine approach based on results

Month 5-6 (Scaling):

• Apply learnings to broader content strategy
• Expand monitoring and optimization efforts
• Report on impact to organic performance overall

Scripts for Explaining What You Do

When your job involves optimizing for AI systems, explaining what you actually do can be tricky. Here are a few ready-to-use scripts for different situations.

For Your Boss/Senior Stakeholders

“I’m expanding our search optimization strategy to include AI-powered platforms. We’re making sure our brand shows up when people ask ChatGPT, Perplexity, or Google’s AI Mode about our industry. The same content quality that drives our current organic success will now work across multiple new discovery channels.”

For Family and Friends

“You know how people used to only Google things? Now they ask ChatGPT or voice assistants as well, or even instead. I make sure our company shows up in those AI answers when people ask about our industry. It’s like SEO but for AI. Instead of trying to rank #1 on Google, I’m trying to get our company mentioned when AI gives people recommendations.”

For Professional Profiles (LinkedIn, Resume, etc.)

“I help companies maintain and expand their organic visibility as search evolves beyond traditional engines to include AI-powered platforms like ChatGPT, Claude, and Google’s AI Mode.”

For Prospective Clients/Customers

“We help companies get found by customers regardless of how they search — whether that’s Google, ChatGPT, or any other AI tool. Our approach combines traditional SEO with optimization for AI systems that are increasingly answering customer questions.”

For Industry Peers/Conferences

“The fundamentals of search optimization haven’t changed — authority, relevance, and user value still matter. But we’re now optimizing for systems that synthesize information rather than just ranking it. A lot of the tactics are familiar, but the platforms we’re optimizing for are expanding.”

How to Thrive in the AI Era of Search

Whether you call it SEO, GEO, AIO, or LLMO, the fundamentals of optimization and creating great content don’t change.

The goals shift a little, and how you measure success will differ compared to pure SEO.

But how you win in the AI era of search just requires an evolution of how you were doing things before.

To stay ahead of the game, check out these resources for more information:

• Search Everywhere Optimization Guide (+ Free Checklist)
• LLM Visibility: The SEO Metric No One Is Reporting On (Yet)
• 5 LLM Visibility Tools to Track Your Brand in AI Search (2025)

The post SEO vs. GEO, AEO, LLMO: What Marketers Need to Know appeared first on Backlinko.