Answer Engine Optimization (AEO): Getting Your Business Mentioned in AI Responses

1. The Shift From SEO to AEO

People now ask AI what to buy instead of searching Google. AEO (Answer Engine Optimization) focuses on appearing in AI-generated answers rather than search rankings. This creates better-qualified leads that are 3-5x more likely to convert because they've already researched and compared options before clicking.

2. How AI Tools Source Information

AI answer engines break complex questions into multiple sub-queries, pulling information from 60-80% of sources outside the top 10 Google results. This query fanout process means smaller brands can appear in AI answers even if they can't rank traditionally in Google.

3. Tracking Your Brand in AI Answers

Test how your brand appears across ChatGPT, Gemini, and Perplexity by asking questions your customers would ask. Analyze which competitors are mentioned, how your brand is described, and which sources the AI tools cite to form their answers.

4. Understanding Citation Sources

Different content types drive AI answers: listicles (35%), multimedia, blogs, review sites, and community platforms like Reddit and YouTube. YouTube transcripts are particularly valuable—a 10-minute video acts like a 2,000-word SEO-optimized article with high trust signals.

5. HubSpot AEO Tool Overview

HubSpot AEO automates AEO tracking by running customer-relevant prompts through multiple AI engines daily, tracking mentions and citations, and providing specific recommendations. It identifies which sources influence answers and suggests actionable content (e.g., create listicles, update existing ones, improve FAQs).

6. Setting Up AEO Monitoring

Configure your profile with company info, competitors, products, and ideal customer profiles. The tool generates prompts based on buyer journey stages (awareness, consideration, evaluation) and tracks how your brand shows up across all platforms and questions over time.

7. Actionable Recommendations

HubSpot provides a prioritized action list showing exactly what content to create, which existing sources to reach out to, and why. Each recommendation includes citations and specific content suggestions to improve your visibility in AI answers.

8. Measuring Success and Sentiment

Track visibility improvements over time as you execute AEO actions. Monitor not just mentions but also sentiment—how AI describes your brand, strengths, weaknesses, and target audiences. This ensures accurate, positive, contextual positioning.