Comprehensive Guide to Website Promotion in the AI Era (AI SEO)

By On Yavin, Founder and Head of Innovation and Technology, and Liran Malul, Head of GEO at Exactive Marketing

Table of Contents

• Introduction – The AI Revolution in Search
• Understanding Generative Search Engines
• Map of Existing Generative Engines
• Who Should Use AI Promotion
• The Fundamental Differences Between Classic SEO and AI SEO
• Advanced Strategies for AI Promotion
• Technical Content Optimization
• Reputation and Credibility Management
• Smart Link Building
• Strategic Integration of Classic SEO and AI
• Measurement, Monitoring, and Performance Control
• Challenges and Solutions
• Future Trends and Vision
• Practical Action Plan

Introduction – The AI Revolution in Search

The past decade has brought dramatic and revolutionary changes to the world of search and digital marketing. While search engines like Google previously relied mainly on classic algorithms, technical optimization, and content based on specific keywords, today we stand at the threshold of a new and exciting era where generative artificial intelligence (Generative AI) completely changes the rules of the game and how people search the internet.

Before diving in, it’s important to note that the field of website promotion in the AI era is still new, and a consensus name has not yet been established in the professional community. Currently, professionals and companies worldwide use various terms to describe the same phenomenon:

GEO (Generative Engine Optimization) – optimization for generative search engines

AIO (AI Optimization) – optimization for artificial intelligence

AEO (Answer Engine Optimization) – optimization for answer engines

AI SEO – website promotion with and for artificial intelligence

What is the Real Revolution?

Website promotion in the AI era (AI SEO or the synonymous GEO or AEO) is not just a direct continuation or upgrade of classic SEO – it’s a field in its own right with unique rules, strategies, and techniques for AIO. Instead of focusing solely on short and precise search queries (keywords), the focus shifts to natural language, interactive dialogues, complex questions and detailed answers, and how large language models interpret, process, and summarize information from massive datasets.

The Change in User Experience

AI engines no longer settle for displaying static lists of links, but provide direct answers, comprehensive explanations, personalized recommendations, and intelligent summaries tailored to the user and query. The practical meaning is that every business, organization, or content creator who wants to stand out and achieve significant exposure must learn how to adapt to the new world – not only technically, but also in terms of strategy, content planning, and creating real value for users.

Developing a Strategy for AI Promotion

In this comprehensive guide, we’ll dive deep into all the critical aspects of AI promotion (AIO):

• What are generative search engines and how they work behind the scenes
• Which platforms exist today and how to choose the most suitable ones
• Advanced techniques for optimization and content creation
• The fundamental differences between traditional SEO and AI SEO
• Effective strategies for maximizing appearances in AI answers
• Tools for measurement, monitoring, and results control

Understanding Generative Search Engines

What is a Generative Search Engine?

A generative search engine is an intelligent and advanced system based on sophisticated artificial intelligence models (such as GPT, BERT, LaMDA, and others), capable of generating new, original, and customized responses in natural language based on processing and analyzing massive amounts of existing information on the internet, structured databases, and reliable sources.

Instead of simply returning a list of links (like classic search engines), AI engines provide comprehensive summaries, detailed explanations, personalized recommendations, or seamless answers that appear as if written by a human expert.

How It Works in Practice

The engine’s workflow is divided into several complex stages:

1. Reception and Interpretation: The engine receives the user’s query and analyzes it into complex semantic components
2. Smart Search: Searches for relevant information from multiple reliable sources across the internet
3. Evaluation: Assesses the quality and reliability of different sources
4. Creative Synthesis: Recombines all information into a coherent, readable, and conversational answer
5. Verification and Presentation: Ensures the answer is correct and presents it with references to sources

*AI engines work differently from one another and the order of operations and presentation method may vary slightly between engines

The Fundamental Difference from Classic Search Engines

Classic Search Engines	Generative Search Engines
Display dozens of links and let users choose themselves	Summarize information and present one central answer or several prominent options
Based on technical matches, links, and keywords	Focus on content quality, source reliability, and semantic contexts
Static and list-based results	Dynamic and conversational answers
User needs to check multiple sites themselves	User receives a summarized and comprehensive answer
Keyword-based search	Intent and query-based search

Why This is Critical for Website Promoters

This change creates a new reality where it’s no longer enough to simply “appear first on Google.” The new solution requires getting the AI engine to choose specifically your content as the authoritative and primary source that will feed the final answer. This requires a completely new strategy of professional writing, advanced optimization, credibility building, and digital reputation management.

Map of Current AI Engines and Their Differences

Leading Search Engines

Google SGE – Search Generative Experience

Google has integrated generative artificial intelligence into its search engine through an advanced project called SGE (Search Generative Experience). Within this framework, users receive comprehensive and detailed generative answers directly at the top of search results, including supplementary links for further exploration.

Key advantages:

• Enormous potential exposure
• Integration with classic SEO results
• Multi-language support (gradually)

ChatGPT

OpenAI’s ChatGPT is a leading AI conversation tool that allows asking complex questions, receiving summaries, explanations and code examples, and working with a very wide range of topics in natural language with a user-friendly interface. Updated versions include internet access and bring real-time information.

Bing AI (Microsoft Copilot)

Microsoft’s Bing was the first to successfully implement GPT technology in its search engine, thanks to the strategic partnership with OpenAI. Users can ask complex questions in natural language and receive advanced conversational answers, including accurately and reliably cited sources.

Key advantages:

• Advanced conversational experience
• Deep integration with Microsoft products
• Relatively early implementation

Perplexity AI

An independent and innovative search engine that focuses on providing detailed and in-depth answers with precise and detailed references to original sources. This engine is particularly popular among researchers, academics, journalists, and professionals who need reliable and proven information.

Key advantages:

• High accuracy in source citation
• Specializes in in-depth research
• Clean and focused interface

You.com

An advanced platform that allows personalized search experience with various internal add-ons, including the ability to choose between generative answers and classic results. The engine offers great flexibility and adaptation to different needs.

Key advantages:

• Advanced personalization
• Integration of different AI models
• Rich visual interface

Claude AI (Anthropic)

A strong and significant competitor to ChatGPT, excelling in consistent, reliable responses and deep analytical capability. Claude is known for its advanced abilities in understanding context and providing nuanced and balanced answers. Claude is also known as a reliable AI engine among programmers and its coding capabilities are very impressive.

Other Important Generative Search Engines

DeepSeek

A leading engine mainly in China, suitable for professional research, writing, translation, and more. DeepSeek has a strong development team working on improving the engine’s capabilities and it appears that other platforms are also implementing DeepSeek.

Brave Search

A privacy-focused alternative with built-in AI and no ads at all. Ideal for users who care about their privacy and want a clean search experience.

Kagi

A premium paid search engine offering exceptionally high-quality results without advertisements. Gives users complete control over display and filtering methods.

Algolia

A powerful semantic search tool specifically designed for websites and online stores looking for advanced internal search.

Comparison Between AI Engines

Engine	Key Advantages	Disadvantages	Suitable For
Google SGE	Enormous exposure, integration with classic SEO	Limited availability, high competition	Any type of business or content
Bing AI	Natural conversation, Microsoft integration	Less popular than Google	B2B businesses, tech companies
Perplexity	High accuracy in sources	Fewer users, narrow focus	Research, academia, journalism
You.com	Flexibility and personalization	More complex to use	Tech-savvy audience
Claude AI	Balanced and deep responses	Less common as search engine	Quality and professional content
DeepSeek	High technical accuracy	Focused, narrow audience	Scientific and technical research
Brave	Complete privacy	Relatively small audience	Privacy-conscious audience
Kagi1	Premium quality	Considered relatively expensive	Users who prefer to pay for premium product
ChatGPT	Natural conversation, explanations, support for code and many languages	Sometimes lacks direct references, dependent on updates	Research, writing, consulting, learning and creation

Who Should Use AI Promotion

Generally, everyone, and those who don’t promote with AI will be left behind. But there are some advantages for different businesses and different strategies according to the brand, and this is actually an opportunity to “refresh” the market.

Small and Medium Businesses – A Golden Opportunity

Why it matters: Appearing in direct answers from AI engines is a golden opportunity to stand out even against larger and stronger competitors. Unlike classic SEO where large companies can invest millions in campaigns, here quality and relevance can win.

Practical examples:

• Local coffee shop appearing in answer to “where can I sit to work with laptop in my city”
• Children’s clothing store recommended in response to “where to buy quality baby clothes”
• Local garage chosen as answer to “reliable garage for Japanese car repairs in the area”

Large Brands – Message Control

Why it’s critical: Large brands need complete control over their narrative and reputation. They must ensure the brand is presented correctly and not rely on external sources that could be harmful.

Challenges and solutions:

Challenge	Solution
Inaccurate or outdated brand information	Frequent publication of official and current content
Negative information from the past appearing	Creating rich positive content and transparent response to criticism

Content and Information Sites – Enormous Potential

Why they win: Quality content sites enjoy exceptional exposure because they’re perceived as authoritative sources and provide direct answers to user questions.

Winning categories:

• News sites and professional magazines
• Nutrition, health, and fitness blogs
• Guide and tip sites (DIY, technology)
• Educational and scientific platforms

Online Stores and E-commerce – Sales Opportunity

The potential: Online stores can appear not only in specific product searches but also in general questions and requests for advice and recommendations.

Examples for maximizing potential:

• Computer store: “which laptop is suitable for architecture student”
• Sports clothing store: “which running shoes are recommended for beginners”
• Beauty product store: “how to match moisturizer to skin type”

Local Service Providers – Geographic Precision

The big advantage: Can receive direct recommendations based on precise geographic location and specific service, leading to particularly high-quality leads.

Optimization tips:

• Integration of natural geographic keywords
• Documentation of local success cases
• Collection of positive recommendations and reviews
• Dedicated content on common local problems

Examples by Business Type

Business Type	Potential	Difficulty Level	Recommended Strategy
Small businesses	Very high	Medium	Local quality content + personal service
Large brands	High	High	Reputation management + official content
Content sites	Very high	Medium	Authoritative content + reliable sources
Online stores	High	Medium	Advisory content + recommendations
Local services	Very high	Low	Local SEO + problem content

The Fundamental Differences Between Classic SEO and AI SEO

Understanding the critical differences between the two worlds is essential for success in the new era. The differences are not only technical but fundamental and include a change in the general approach to search and content.

Comprehensive Comparison Between Approaches

Comparison Area	Classic SEO	AI SEO
Keyword approach	Research of specific keywords, short phrases or precise long tail	Natural conversational queries, complex questions and answers, colloquial language
Content structure	Linear and structured, step-by-step guides with clear H1-H6 headings	Conversational and answering questions, adapted for quick summary and dialogue
External links	Creating quantitative backlinks as central ranking criterion	Appearing on few authoritative sites selected as primary sources
Technical optimization	Site speed, meta tags, heading hierarchy, Schema	Semantic contexts, content rich in relevance, structured data
User experience	Mainly affects bounce rate and technical ranking	Critical for selection as reliable and worthy source for summary
Final result for user	Multiple link list for self-selection	One direct and summarized answer with limited references
Time to results	Months to a year for good rankings	Can be faster if content is recognized as authoritative
Success measurement	Keyword rankings, traffic quantity, clicks	Appearances in answers, quality of mentions, recognition as source

Impact on Content Strategy

In the classic SEO world:

• Writing based on specific keywords
• Optimization of title and meta description
• Clear heading structure (H1, H2, H3…)
• Calculated internal linking
• Focus on one page per keyword

In the AI SEO world:

• Writing in natural and conversational language
• Answering real user questions
• Comprehensive content covering topic from multiple angles
• Coherent story with beginning, middle, and end
• Semantic connections between topics

Change in User Behavior

Changes in search format:

• From short keyword searches to complete questions
• From formal format to colloquial and natural language
• From one-time search to continuous dialogue
• From reviewing multiple results to receiving one answer

Implications for content creators:

• Need for deeper intent understanding
• Writing for human audience not machines
• Creating content that answers follow-up questions
• Building logical flow in content

New Opportunities and Challenges

Opportunities:

• Small businesses can compete with large ones
• Quality content receives more significant exposure
• Expertise valued more than content quantity
• Targeted audience receives more relevant answers

Challenges:

• Difficulty in measurement – less clear data
• No control over AI selection process
• High competition for limited number of spots
• Frequent changes in algorithms

Advanced Strategies for AI Promotion

Success of an AEO campaign requires a comprehensive strategy that combines multiple layers. Here are the most proven strategies:

1. AI-Adapted Keyword Research – Revolutionary Approach to Search

The Shift from Keywords to Complete Sentences

Instead of focusing on short phrases like “sports shoes” or “Tel Aviv restaurants,” the focus shifts to complete questions and natural language:

• “Which sports shoes are most suitable for running on asphalt?”
• “Where can I eat a romantic dinner in Tel Aviv with a budget of $50?”

Tools for AI SEO Research

• AnswerThePublic: Shows real questions people ask
• Google People Also Ask: Insight into what interests users
• Reddit and forums: Real questions in natural language
• Quora: Rich platform of questions and answers
• Chats with ChatGPT/Claude: Testing how AI understands queries

5W+H Method for Query Research

For every topic, check these questions:

• What: “What is AIO and how does it work?”
• Who: “Who is suitable for website promotion?”
• Where: “Where to learn GEO in the US?”
• When: “When do you see results from website promotion?”
• Why: “Why is it important to engage in website promotion?”
• How: “How to do website promotion for beginners?”

2. Creating Content in Q&A Format – The Most Powerful Tool

Ideal Structure for Q&A Page

1. Clear and precise question
2. Short and summarizing answer (2-3 sentences)
3. Detailed explanation with examples
4. Practical tips
5. Links to additional information

Example of optimal Q&A content:

Question: “How to choose an AI SEO promotion company?”

Short answer: It’s important to check the knowledge and experience of the promotion company, whether they have satisfied GEO clients, which engines they know how to promote in, etc.

Detailed explanation: Choosing an AI promotion company that knows how to offer GEO services is a complex decision that needs to take into account several central factors. First, compare between several companies not only the price, but also the results they achieve. Second, check what’s included in the service – whether there are things you’ll need to do separately, or with another service provider, etc.

Practical tips:

• Use known comparison sites like Trustpilot or Better Business Bureau
• Read reviews on Facebook and Google about the company
• Check if there are discounts for young or veteran drivers
• Ask about discounts for installing safety devices

3. Guides and Deep Semantic Content – Creating Authority

Principles for Writing Winning Guides

• Optimal length: 2,500-5,000 words for complex topics
• Real depth: Not just lengthening, but useful information in every paragraph
• Real examples: Case studies, screenshots, success stories
• Currency: Dates, statistics, and current trends
• Actionability: Task lists, checklists, downloadable tools

Structure of Guide Adapted for AIO:

1. Personal introduction – why the topic is important to the reader
2. Background and fundamentals – what to know before starting
3. Step-by-step guide – detailed instructions with examples
4. Common problems and solutions – what might go wrong and how to fix
5. Recommended tools and resources – what’s needed to succeed
6. Summary and next steps – what to do after finishing

4. Smart Use of Schemas

Most Important Schema Types for AI SEO

FAQ Schema – Most Critical:

{

  “@context”: “https://schema.org”,

  “@type”: “FAQPage”,

  “mainEntity”: [{

    “@type”: “Question”,

    “name”: “How to choose a GEO company?”,

    “acceptedAnswer”: {

      “@type”: “Answer”,

      “text”: “Price comparison is not enough – important to check the full service…”

    }

  }]

}

How-To Schema – For Guides:

{

  “@context”: “https://schema.org”,

  “@type”: “HowTo”,

  “name”: “How to Set Up WordPress Site”,

  “step”: [{

    “@type”: “HowToStep”,

    “name”: “Purchase Domain and Hosting”,

    “text”: “The first step…”

  }]

}

Review Schema – For Building Credibility:

{

  “@context”: “https://schema.org”,

  “@type”: “Review”,

  “reviewRating”: {

    “@type”: “Rating”,

    “ratingValue”: “5”,

    “bestRating”: “5”

  },

  “author”: {

    “@type”: “Person”,

    “name”: “Author Name”

  }

}

5. Writing in Natural Language – The Art of Conversation with AI

Techniques for Improving Naturalness

• Use contractions and colloquial words: “it’s” instead of “it is,” “can” instead of “it’s possible”
• Rhetorical questions: “So how do you actually do this?”
• Local expressions: “in short,” “in plain English,” “in the end”
• Direct address to reader: “You probably ask yourself…”

Example comparison:

Formal writing (Classic SEO): “Performing website promotion requires comprehensive keyword research and implementation of advanced optimization strategies.”

Natural writing (AI SEO): “So how do you really do website promotion that works? First of all, you need to understand what people are actually searching for – not what you think they’re searching for. This means sitting down and researching how your people actually talk and what their questions are at night.”

6. Integration of Reliable Data – Building Deep Credibility

Most Important Types of Data

• Statistics from official sources: Chamber of Commerce, Department of Health, professional organizations
• Current research: Preference for research from the last two years
• Concrete numerical examples: “In a study conducted on 1,500 businesses…”
• Comparisons over time: “Compared to last year…”

Ways to Collect Reliable Data

• Google Scholar: scholar.google.com
• Bureau of Labor Statistics: bls.gov
• Market research by consulting companies: Deloitte, McKinsey
• Industry reports: Internet Association, various trade associations

Example of effective data integration:

“According to a study by Smith Institute (2024) conducted on 3,200 small and medium businesses in the US, 73% of businesses that invested in digital website promotion reported an increase of at least 25% in revenue within a year. The study also found that businesses that focused on quality content achieved 40% better performance than businesses that focused only on external links.”

7. Building Authority Around Niche Field – Depth Over Breadth

Principles for Choosing Winning Niche

• Ability to provide real value: Do you have real experience and knowledge?
• Sufficient demand: Are there enough people searching for this?
• Manageable competition: Not too many strong players?
• Possibility for depth: Are there enough secondary topics to cover?

“Local Expert” Strategy:

Instead of trying to be the best in the whole world, be the best in your specific field:

• Personal injury lawyer in Phoenix instead of “lawyer”
• Fitness trainer for postpartum women instead of “fitness trainer”
• Insurance consultant for small businesses instead of “insurance agent”

Action Plan for Building Authority:

Months 1-2: Foundation Building

• Write 10 in-depth articles in the niche field
• Create glossary of professional terms
• Build “About” page explaining your expertise

Months 3-4: Expanding Influence

• Start writing on external platforms (Medium, LinkedIn)
• Participate in podcasts and professional events
• Create video content explaining complex topics simply

Months 5-6: Strengthening Reputation

• Collect client recommendations
• Publish detailed case studies
• Start getting interviews as experts in the field

Technical Content Optimization

Writing in Short and Clear Paragraphs – Key to Understanding

Most Important Rules for AIO-Adapted Paragraphs:

• Maximum length: 3-4 sentences per paragraph
• One idea per paragraph: Each paragraph presents one topic only
• Short sentences: 15-20 words per sentence on average
• Smooth transitions: Each paragraph connects to previous and next

Example of ideal paragraph structure:

Not good (long and confusing paragraph): “Website promotion is a complex field that includes many different aspects like keyword research, content creation, link building, technical optimization, competition analysis and also performance measurement, and each of these aspects requires deep professional knowledge and advanced tools to achieve significant results, and in addition it’s important to understand that the field changes all the time and what worked in the past won’t necessarily work today.”

Good (short and focused paragraphs): “Website promotion is a complex field with many different components. Each component requires professional knowledge and specialized tools to achieve real results.

The important thing to remember is that the field changes quickly. What worked yesterday won’t necessarily work tomorrow. Therefore it’s important to stay updated and adapt strategy accordingly.”

Using Clear Subheadings – Roadmap to Information

Smart Heading Hierarchy:

H1: Main heading – general article topic

├── H2: Main sub-topic number 1

│   ├── H3: Important detail in sub-topic 1

│   └── H3: Additional detail in sub-topic 1

├── H2: Main sub-topic number 2

│   ├── H3: Important detail in sub-topic 2

│   └── H3: Additional detail in sub-topic 2

└── H2: Summary and conclusions

Example of headings integrated with natural keywords:

Instead of: “SEO Strategies” Write: “5 Strategies for How to Promote a Website in 2025”

Instead of: “Health Insurance – Information” Write: “How to Choose Health Insurance That Will Save You Money and Stress”

Tips for Winning Headings:

• Direct questions: “What’s the Difference Between SEO and AI Promotion?”
• Concrete numbers: “7 Mistakes Everyone Makes in Digital Marketing”
• Clear promises: “How to Save 30% on Electric Bill Without Giving Up Comfort”
• Action words: “Learn to Build Website in One Day”

Integration of Lists, Tables, and Key Points – Structured Information

AI strongly prefers structured, accessible information because it can process that easily and present results more clearly to users.

Numbered lists – for processes or rankings:

1. Choose suitable domain for business
2. Buy reliable and fast hosting
3. Install WordPress or other platform
4. Design site to create trust
5. Start publishing quality content

Bullet point lists – for equal value ideas:

• Time saving: you don’t need to search yourself
• Better prices: professional negotiation with suppliers
• Personalized service: solution that fits exactly your needs
• Security and reliability: working with experienced professionals

Effective Comparison Tables:

Criterion	Option A	Option B	Option C
Price	$50/month	$75/month	$120/month
Installation time	2 weeks	1 week	3 days
Support	Email only	Phone + email	24/7 support
Suitable for	Small businesses	Medium businesses	Large companies

Content Suitable for Reading Aloud – Voice Optimization

With the rise in voice search and digital assistants, it’s important that content sounds natural when read aloud.

Principles for Voice-Friendly Writing:

• Avoid complex sentences with many commas and parentheses
• Use short and clear words instead of academic terms
• Write like you speak – check by reading aloud
• Add natural transitions between topics: “Now we’ll move to the next topic…”

Example comparison:

Not suitable for voice reading: “Implementation of technical optimization processes requires deep knowledge of site architecture and advanced communication protocols.”

Suitable for voice reading: “To improve site speed, you need to understand how it’s built from the inside. It’s like fixing a car – you need to know how the engine works.”

Reputation and Credibility Management in AI

Reputation management in the AI era is fundamentally different from traditional reputation management. AI doesn’t just search for information – it interprets, summarizes, and creates a new narrative about your brand.

How AI Chooses Sources – Understanding the Algorithm

Main Criteria for Source Selection:

Source Reliability:

• Known news sites (CNN, BBC, Reuters)
• Academic and research institutions
• Government sites (.gov)
• Known professional organizations
• Sites with SSL certificates and high security metrics

Information Freshness:

• Recently updated content gets priority
• Clear and current publication dates
• Frequent site updates
• Response to news and current trends

Content Depth and Quality:

• Comprehensive articles with cited sources
• Professional content with accurate terminology
• Clear explanations with practical examples
• Content that answers common questions

What to Do When Negative Response Appears – Digital Crisis Management

Immediate Action Plan:

Step 1: Identify and Map the Problem

• Check all relevant generative engines
• Document exactly what’s written and where the information comes from
• Identify problematic sources
• Save screenshots as evidence

Step 2: Create Immediate Counter-Content

• Publish official statement on your site
• Write detailed post on social networks
• Create short and relevant explanatory video
• Send message to existing clients (if relevant)

Step 3: Focus Correct Information

• Write comprehensive articles on the problematic topic
• Bring positive client recommendations and testimonials
• Publish interviews with external experts
• Be transparent and take responsibility if needed

Practical example of crisis handling:

Situation: AI writes that your company “received criticism for poor customer service”

Solution:

Denial if information is wrong: “According to our investigation, the criticism refers to another company with a similar name. Here are the accurate data on our service level…”

Acknowledgment and improvement if information is correct: “We indeed received criticism about service in 2022. Since then we’ve implemented new work methods, recruited staff and today customer satisfaction stands at 94%…”

Methods for Content Monitoring – Close Tracking of Reputation

Free Monitoring Tools:

Google Alerts:

• Set alerts with company name + relevant keywords
• Include name variations (with common misspellings)
• Add alerts for senior management names

Mention.com (basic free version):

• Track mentions on social networks
• Real-time alerts on new posts
• Sentiment analysis (positive/negative/neutral)

TalkWalker (limited version):

• Track mentions across the internet
• Trend and exposure analysis
• Basic monthly reports

Weekly Manual Checks:

AI Engine Checks:

• ChatGPT: “What do you know about [company name]?”
• Perplexity: “Give me information about [company name] in the US”
• Bing AI: “How is [company] perceived in the market?”
• Claude: “What’s the opinion on [company name] services?”

Social Network Checks:

• Facebook search with company name
• Check mentions in relevant groups
• Track relevant hashtags
• Check Google reviews

Ways to Insert Positive Content into Discussion – Building Positive Narrative

“Field Expert” Strategy:

Publishing Professional Content:

• Write opinion articles on business news sites
• Get interviewed on podcasts as field experts
• Write professional guides with your name
• Participate in conferences and professional events

Creating Content Demonstrating Expertise:

• Tutorial videos on YouTube
• Educational posts on LinkedIn
• Professional articles on Medium
• Participation in professional forums

Case Studies and Work Showcases:

Winning Case Study Structure:

1. The Challenge: How the client came to you and what was the problem
2. The Solution: What you actually did, which tools you used
3. The Results: Concrete data with percentages and amounts
4. Lessons: What you learned and how it will help future clients
5. Client Recommendation: Quote or recommendation video

Example of effective case study:

“The Client: ‘Little Ones’ children’s clothing store in Phoenix The Challenge: Sales dropped 40% during COVID The Solution: Built complete online store within 10 days + targeted Facebook campaign The Results: Within 3 months sales increased 120% compared to pre-COVID period The Lesson: Businesses that adapt quickly succeed not only in surviving but thriving”

Strategic Collaborations:

With Industry Colleagues:

• Write joint articles
• Do joint lives on networks
• Create professional guides together
• Establish expert group or forum

With Media People:

• Offer yourselves as experts for articles
• Send press releases about achievements
• Write opinion articles for newspapers
• Get interviewed on local radio stations

With Satisfied Clients:

• Ask for written and video recommendations
• Create free content showcasing their successes
• Invite them to speak at your events
• Give them platform to tell their story

Creating Positive Information Ecosystem:

Your Website Network:

• Official site: primary and reliable information source
• Professional blog: useful and current content
• Social network pages: daily professional communication
• Business LinkedIn page: professional B2B content
• YouTube channel: explanations and tutorial videos

Building Internal Reference Network:

• Every page on site links to other relevant pages
• Creating pages that summarize central topics
• Link between new and old relevant posts
• Clear structure that helps users find information

Smart Link Building

In the AI era, links are still very important, but the fundamental change is that quality has become several times more important than quantity. AI engines prefer authoritative and reliable sources.

Links Are Still Important – But Differently

Why Links Matter to AI:

Source Reliability:

• AI checks where information comes from before presenting it
• Sites with links from quality sites are considered more reliable
• Quality link network means professional and reliable source

Strengthening Topical Authority:

• Links from sites in the same field strengthen expertise
• Reference from other experts increases authority
• Positioning in the digital knowledge map of the field

How AI Evaluates Links:

Quality over Quantity:

• Better one link from CNN than 100 links from spam sites
• AI checks the reputation of the linking site
• Topical match between linking site and content

Context and Relevance:

• Text around the link (anchor text context)
• Relevance of linking page to topic
• Whether link supports or contradicts argument

AI Engines Prefer Authoritative Sources

Types of Sources with High Priority:

Institutional and Government:

• Government department sites (Department of Health, Education, Commerce)
• Academic institutions (universities, colleges)
• Professional organizations (American Bar Association, American Medical Association)
• Regulatory bodies (Federal Reserve, SEC)

Known Media:

• Main news sites (CNN, Fox News, Reuters)
• Professional magazines (Forbes, Harvard Business Review, Wall Street Journal)
• Known expert platforms (TED, Medium)

Relevant Industry:

• Leading company sites in the field
• Professional and industry forums
• Industry association and professional body sites

Examples by Fields:

Field	Preferred Sources for AI
Health	CDC, Mayo Clinic, hospital sites
Finance	Federal Reserve, Wall Street Journal, Forbes, bank sites
Technology	TechCrunch, Wired, tech company sites
Legal	American Bar Association, legal journal sites, Westlaw
Real Estate	NAR, Zillow, major real estate company sites

Strategic Guest Posting

Choosing Right Platforms:

• Sites with high Authority in your field
• Platforms with targeted and quality audience
• Sites that AI already recognizes as reliable sources

Writing Quality Guest Post Content:

• Original content not published anywhere else
• Useful and real information that adds value to readers
• Data and research not appearing elsewhere
• Professional writing at quality magazine level

Internal Links – Creating Internal Organizational Contexts

Creating Hub Page:

• Comprehensive page summarizing broad topic
• Links to all relevant sub-topics
• Frequent updates with new content
• Clear structure guiding the user

Creating Sub-Topic Pages:

• Pages focused on one specific topic
• Link back to hub page
• Links to related sub-topic pages
• Deep and detailed content

Practical Example of Structure:

Hub page: “Complete Guide to AI and GEO Promotion” ↓ Sub-topic pages:

• “How to Promote Business in ChatGPT”
• “What’s the Difference Between SEO and AEO?”
• “How to Promote in AI Correctly?”
• “Business Promotion in AI Engines – Complete Guide” ↓ Each page links back to hub page and to other relevant pages

Principles for Effective Internal Links:

Natural Anchor Text:

• “Learn more about AEO promotion”
• “As we explained in our AEO guide for businesses”
• “For more details on the claim process”

Relevant Context:

• Link should be natural
• It should help the reader, not disturb them
• Linked content should be relevant to what reader is exploring

Proper Balance:

• No more than 2-3 internal links per paragraph
• Links to important pages, not every page on site
• Clear paths to most useful content

Don’t Abandon Classic SEO – It’s Still the Foundation

Why Classic SEO is Still Critical:

Google Still Dominates the Search Market:

• Over 90% of searches in the US are still through Google
• Google still displays classic results in most searches
• Google’s index serves as main information source for AI engines too

Essential Technical Foundations:

• Site speed affects AI source selection too
• Proper technical structure essential for content scanning and understanding
• Schema markup helps both classic SEO and AEO

Foundation for Quality Content:

• Classic keyword research gives direction for AI content
• Clear heading structure helps both Google and AI understand content
• Basic optimization creates more readable content

How to Maintain Strong Classic SEO:

Technical Basics:

• Loading speed: under 3 seconds for every page
• Mobile friendliness: site must work perfectly on phones
• HTTPS: valid security certificate
• XML sitemap: constantly updated with new pages

Basic but Important Meta Tags:

• <title>GEO Services – Essential Guide for Every Business</title>
• <meta name=”description” content=”Every business needs to know how it appears in AI engines. AI engines are becoming more and more important, and with them AEO services.”>

Clear Heading Structure:

• One H1 per page with main page topic
• H2 for each secondary topic in article
• H3 for detailing sub-topics
• Natural keyword use in headings

Creating Integrated Strategy – The Winning Way

The hybrid model is based on a division of 80% AI-adapted content and 20% classic SEO content. The method combines natural and conversational writing, organic keyword integration, content structure that answers both real questions and business needs, and full adaptation for both users and search engines.

Integrated Action Plan

First Month – Foundations In the first stage, handle all major technical problems, including site speed, mobile adaptation, and HTTPS standard. Simultaneously conduct advanced keyword research, both in classic and conversational approaches. Then create five to ten cornerstone pages with comprehensive content and implement basic schema.

Second Month – Hybrid Content At this stage, focus on creating content that combines classic keywords with natural questions. Add FAQ pages answering real questions from target audience, build logical internal linking structure, and start Guest Posting campaign on quality sites.

Third Month and Beyond – Continuous Optimization From the third stage onwards, track appearances in AI results, improve existing content based on actual performance, expand quality link network, and create seasonal and current content.

Measurement, Monitoring, and Performance Control

Measuring AIO performance is significantly more complex than measuring classic SEO, because traditional tools don’t always fit the new world. But with the right approach, you can get a clear picture of success.

Measurement Tools – From Traditional to Innovative

Existing Tools Still Relevant:

Google Analytics 4:

• Track general traffic and rising/falling trends
• Identify pages receiving “unexplained” traffic (possibly from AI)
• Track Bounce Rate (pages with sharp drops may indicate AI referral)
• Track new landing pages

Google Search Console:

• Track new and unexpected search queries
• Identify increase in searches with more natural language
• Track clicks and impressions from diverse searches

Mention.com or Brand24:

• Track mentions across the internet (not just social networks)
• Identify new sites mentioning you
• Sentiment analysis – are mentions positive or negative

Ahrefs or SEMrush:

• Track new and unexpected links
• Identify pages receiving traffic from unidentified sources
• Track ranking in conversational search queries

Systematic Manual Checks – The Most Important Tool

Systematic Documentation:

• Screenshot every answer
• Record if you appear in answer and how
• Record which sources AI brings information from
• Check if answers are accurate or not

Testing with Real Customer Questions:

• Get 5-10 common questions from your customers
• Check how each AI engine answers these questions
• Identify opportunities – questions without good answers
• Update content or create new content to fill gaps

Competitor Tracking:

• Check how competitors appear in AI answers
• Identify what works for them and what doesn’t
• Learn from successful strategies
• Find niches they don’t cover

Traffic Tracking – The Big Challenge

Why It’s Hard to Measure AI Traffic

Lack of Accurate Referral Data When users are exposed to answers through AI systems, they don’t always click directly on a link as they do in Google search. Sometimes they arrive at the site directly, without leaving clear traces about the referral source. This situation makes it very difficult to understand the exact source of the visitor and the ability to attribute traffic to AI response.

Different User Behavior Visitors coming from AI engines tend to behave differently compared to visitors from classic search. Sometimes they enter directly to internal site pages and not to homepage. Additionally, their dwell time can be shorter, because they already received most of the information in the initial answer and are looking only for reinforcement or additional details.

New KPIs for the New Era

Most Important Metrics for AI SEO:

1. Share of Voice in AI:
   
   • In what percentage of relevant questions do you appear?
   • Example: If you checked 20 relevant questions and appear in 8, you have 40% SOV
2. Quality of Mentions:
   
   • Do you appear as first, second, or last source?
   • Is information about you accurate and positive?
   • Are you mentioned with recommendation or just as information?
3. Topic Coverage:
   
   • How many of the central topics in your field do you cover?
   • Where do you have gaps that competitors cover?
4. Source Reliability:
   
   • From which sites does AI bring information about you?
   • Are sources quality and reliable?
   • Are there problematic sources that need handling?

Monthly KPI Tracking Table:

Metric	Current Month	Previous Month	Change	Next Month Goal
ChatGPT Appearances	12/20 questions (60%)	8/20 (40%)	↑20%	15/20 (75%)
Perplexity Appearances	7/15 questions (47%)	5/15 (33%)	↑14%	10/15 (67%)
Positive Mentions	23	18	↑5	28
Quality Sources	4 new sites	2 sites	↑2	6 sites

Comparisons and Competitive Analysis

Mapping AI Competitors:

Competitor List for Checking:

• Direct competitor #1: How they appear in identical questions
• Direct competitor #2: Which topics they cover that you don’t
• Indirect competitor: Who appears in more general field questions

Monthly Comparison Report:

Query	Us	Competitor A	Competitor B	Opportunity
“How to choose [product]?”	Appears in place 2	Appears in place 1	Doesn’t appear	Improve content
“What’s difference between X and Y?”	Doesn’t appear	Appears	Appears	Create new content
“[Service] price in US”	Appears in place 1	Doesn’t appear	Appears in place 2	Maintain advantage

Identifying Gaps and Opportunities:

Questions No One Answers Well:

• These are your opportunities
• Create comprehensive content answering these questions
• High chance of becoming AI’s primary source

Topics Where Competitors Lead:

• Learn from their content (don’t copy!)
• Create better, more current content
• Find unique angle they’re missing

Challenges and Solutions

The world of AI SEO brings unique challenges that didn’t exist in traditional SEO. Understanding and preparing for these challenges is essential for long-term success.

Lack of Transparency in Source Selection – The Central Challenge

The Hard Reality:

AI engines don’t publish how they choose sources, unlike Google which at least gives hints about its algorithm. This creates a “black box” situation where it’s hard to know why one content is chosen and another isn’t.

The Practical Difficulty:

• You can write excellent content and still not appear in answers
• Hard to know if problem is content, source, or algorithm
• Changes happen fast without advance warning

Coping Strategies:

“Enough Sources” Approach: Instead of focusing on one source, spread your content in many places:

• Your official site
• Guest posts on quality sites
• Content on social networks
• Interviews and podcasts
• Professional forums

Bypassing Problem Through Strong Foundations:

• Content quality so high it’s hard to ignore
• Accurate facts and data hard to find elsewhere
• Constant currency making you the most relevant source
• Real expertise expressed in content

Dependence on External Sources

The Problem:

Success in AI SEO depends on other sites mentioning you and linking to you. This creates dependence that can be problematic, similar to link building processes in old SEO.

Possible Risks:

• Central site removes link to you
• Change in certain platform policy
• Competitor influences sources to stop citing you

Diversification Strategy:

Source Distribution: Don’t rely on one source or limited number of sources:

• Media: At least 5-10 news sites writing about the field
• Professional blogs: 10-15 bloggers in field who know you
• Forums: Active presence in 3-5 relevant forums
• Social networks: Quality content on at least 3 platforms
• Professional platforms: LinkedIn, Medium, and more

Building Your Own Community: Instead of being dependent only on external sources, build your own community:

• Quality email list
• Your own Facebook or LinkedIn group
• YouTube channel with regular subscribers
• Podcast or blog with loyal audience

Future Trends and Vision

Understanding the direction where the AI SEO world is developing is critical for long-term strategy planning. The following trends are already beginning to affect how people search and find information.

Classic SEO and AI Will Merge into One Reality

The Developing Trend:

The Integration is Already Happening:

• Google SGE (Search Generative Experience) combines AI answers with classic results
• Bing displays both AI answers and traditional links
• New search engines build hybrid experience from day one

What This Means for Promoters:

• There will no longer be the option to choose between classic SEO and AI SEO
• Winning strategy will be one that combines both from day one
• Competition will increase as place converges to fewer customer touchpoints

New Skills Required:

• Deep understanding of both worlds (classic and AI)
• Writing suitable for machines and people simultaneously
• Ability to analyze data from diverse sources
• Understanding content contexts and their effect on AI

AI Engines Will Capture Large Market Share

Numerical Forecasts:

According to current studies and usage trends:

• 2024: 15-20% of searches through AI engines
• 2025: 30-40% (central estimate)
• 2026-2027: 50%+ (optimistic forecast)

Growth Factors:

• Younger generation prefers direct answers over searching links
• Improving quality of AI engine answers
• AI integration in all main digital products
• Usage convenience and time saving

Implications for Businesses:

Opportunities:

• Small businesses can compete with large ones with quality content
• Real expertise will return to central importance
• Local and culturally adapted content will gain more importance

Threats:

• Businesses relying on SEO only will lose traffic
• Harder to stand out among competitors
• Higher investment required in creating quality content

Niche Engines Will Develop for Professional Fields

The Developing Trend:

Specialized Search Engines:

• Medicine: AI engines specializing in diagnostics and medical information
• Law: Search in laws, rulings, and legal decisions
• Education: Tools for students and lecturers for scientific research
• Commerce: Product search and smart purchase recommendations

Existing and Growing Examples:

• Consensus.app for scientific research
• Harvey AI for lawyers
• GitHub Copilot for developers
• Perplexity specializes in academic research

Voice Integration with AI Search Will Become Common

The Voice Revolution and Change in Search Behavior

Voice search based on more natural language, with long and complex questions instead of using short key phrases. Many perform search while moving or during other activities, so they expect to receive short, accurate, and spoken answers.

Current Data on Usage

As of 2024, about 27% of global population uses voice search. In the US, 22% of internet users perform voice search at least once a week, and in the past year there was 35% growth in voice search usage.

Voice Search Optimization with AI

Voice questions differ fundamentally from written questions. For example, written search might be “GEO service for small business,” while voice search would sound like: “How can I choose AIO promotion company for business.” Similarly, instead of “Italian restaurant in New York,” voice search would ask: “Which Italian restaurant is good in New York for romantic dinner?”

Voice Optimization Strategies

To adapt the site for voice search, use colloquial language. Recommended to write content as you would speak with a friend, integrate real everyday expressions, and avoid unnecessary technical terminology.

Additionally, it’s worthwhile to provide direct answers to common voice questions such as:

• Where is cheapest for…
• What are the hours of…
• How to get to…
• How much does it cost…
• When is best for…

Importance of Local Information

In many cases voice search focuses on local needs, so it’s essential to provide accurate and current information. Must include clear texts, current opening hours, correct phone numbers, and simple arrival instructions.

Advanced Personalization – Personalized Models

The Developing Trend:

Personalized AI: Instead of one answer for everyone, AI will start giving personalized answers:

• Based on geographic location
• According to personal history
• According to declared preferences
• According to socio-economic context

Examples of Personalization:

Same question: “Which laptop should I buy?”

• Answer for student: “Computer with good performance at reasonable price…”
• Answer for business: “Business computer with advanced security and support…”
• Answer for gamer: “Gaming computer with strong graphics card…”

Implications for Content Strategy:

Creating Segmented Content: Instead of one general article, create content adapted to segments:

Topic: “How to Choose Health Insurance”

Young couples segment:

• Emphasis on pregnancy and birth insurance
• Affordable prices for young ages
• Coverage for common diseases at young age

Family segment:

• Insurance for children and teenagers
• Coverage for family dental treatments
• Long-term savings programs

Golden age segment:

• Coverage for chronic diseases
• Rehabilitation and physiotherapy treatments
• Nursing insurance and allowances

Advanced Local SEO: Personalization will be local:

• Content specific to cities and regions
• Information on local regulations
• Recommendations adapted to local culture
• Integration of events and seasons

New Technologies on the Horizon

Search with Images and Video:

Visual AI:

• Recognition of products, places, and people in images
• Video search based on content not just tags
• Combination of text, image, and voice in one search

Implications for Content Creators:

• Need for quality visual content
• Video becomes more critical than ever
• Alt text and image descriptions important as always

Preparing for Future – Strategic Action Plan

Critical Investments Worth Making Now

In Content To ensure readiness for the new search era, it’s important to build rich library of quality content. Recommendation is to focus on professional niches where you have relative advantage and combine current content with evergreen content that will remain relevant over time.

In Technology The site needs to be fast, stable, and technically advanced. Investment in advanced content management systems enables more efficient management of production processes. Additionally, implement systems for monitoring brand or content mentions in AI engines to understand where and how you appear.

In Expertise The key to success is becoming authoritative figure in your fields. This includes building presence as recognized experts, creating network of connections with journalists and bloggers, and investment in continuous learning of new technologies.

Future Readiness Metrics

To assess your preparedness level you can ask several questions:

• Is your content readable aloud and suitable for voice searches?
• Do you have active presence on variety of platforms?
• Do you update content at least once a month?
• Are there quality sources referring to you?
• Do you appear as recognized experts in your field?

Practical Action Plan – Implementing the Guide

Now, after learning all the principles and strategies, it’s time for detailed and practical action plan you can start implementing today.

First Stage: Building and Preparation

First Week: Audit and Current State Mapping

Current Situation Analysis

Checklist: □ How your company appears in ChatGPT, Perplexity, Claude □ What existing information about you online (regular Google search) □ Information quality – accurate/inaccurate/missing/outdated □ Mapping main competitors and how they appear in AI □ Identifying topics/questions without good information online

Technical Site Audit

• Loading speed check (Google PageSpeed Insights)
• Check site works perfectly on mobile
• Schema Markup check
• Identify urgent technical problems

Extended Keyword Research

• List of 50 questions customers ask you
• Query research in AnswerThePublic
• Check what competitors answer that you don’t
• Create list of topics for new content

Basic Content Creation

Top Priority:

• Create FAQ pages on most common topics
• Professional “About” page with expertise details
• Detailed case studies with concrete data
• Create information pages like GMB, Crunchbase etc.

Example Content Page Structure: □ H1 heading including natural question □ Short answer in first paragraph (2-3 sentences) □ Detailed explanation with practical examples □ List or table with organized information □ Internal links to relevant content □ FAQ Schema if relevant □ Clear update date

Technical Optimization

Urgent Fixes:

• Site speed improvement (image compression, minimization)
• Basic Schema markup setup
• Fix broken links and crawling problems
• Add updated sitemap.xml

Creating Key Pages

Comprehensive Content for Central Topic Create one comprehensive central guide (hub page) (2,500+ words) on most important topic for you:

Example Guide Structure:

1. Personal and relevant introduction
2. 7-10 sub-topics with detailed explanations
3. Practical examples and screenshots
4. Comparison tables if relevant
5. FAQ at end with 10 common questions
6. Links to additional site content

Supporting Content and Internal Links

• 5 shorter articles expanding on main topic
• Smart internal links between all parts
• Hub page connecting all content in area

Building External Presence

Strategic Guest Posting:

• Identify 3-5 quality sites in your field
• Write them specific and quality content proposals
• Offer articles with unique information only you have access to

Third Stage: Expansion and Strengthening

Expanding Topic Coverage

Gap Mapping: Review checks you did in first month:

• Which questions still don’t have good content online?
• Where can you provide unique value no one else gives?
• Which supporting or related topics worth covering?

Creating Advanced Content:

• Advanced guides with downloadable tools
• Infographics with unique data
• Tutorial videos with real depth
• Small research or surveys in your field

Building Authority

Becoming an Information Source:

Activities for Building Authority: □ Publishing opinion articles on news sites □ Participating in panels and conferences □ Giving interviews as experts □ Producing quality educational content □ Collaborations with other experts □ Publishing research or small surveys

Continuous Optimization and Improvement

Performance Monitoring and Analysis

Weekly Tracking:

Weekly Check Checklist: □ Check appearances in AI answers (ChatGPT, Perplexity, Claude) □ Google Analytics analysis – identify traffic increases □ Check new mentions (Google Alerts) □ Track new content performance □ Identify opportunities for improving existing content

Monthly Report:

• Compare performance to previous month
• Identify high and low performing content
• Plan content for next month
• Update strategy according to results

Continuous Improvement and Refinement

Optimizing Existing Content:

• Update content with new and relevant information
• Add FAQ to high-performing pages
• Improve structure and readability of popular articles
• Add Schema markup to content that doesn’t have it yet

Necessary Tools List for Work

Essential Free Tools:

• Google Analytics 4 – traffic tracking
• Google Search Console – search performance
• Google Alerts – mention tracking
• AnswerThePublic – question research (limited version)

Recommended Paid Tools:

• Ahrefs or SEMrush ($99-199/month) – competitor and link tracking
• BuzzSumo ($99/month) – popular content research
• Mention or Brand24 ($29-99/month) – advanced mention monitoring

Success Metrics and Goals

Building Stage

In building stage, it’s important to measure quality content creation and technical problem fixing. Goal is to create 10-15 high-level content pages, handle all urgent technical problems completely, and appear at least once or twice in AI engine answers.

Strengthening Stage

After establishing foundation, begin examining regular appearances in AI answers. Goal is to appear in about 20-30% of relevant questions. Simultaneously expect about 25% increase in organic traffic and building 5-10 new quality links from external sites.

Advanced Stage

At this stage, presence as recognized experts in field is examined. Success is expressed in media recognition and significant increase in inquiries and new deals, with goal of about 50% growth. At this stage, brand becomes leader in professional niche field.

Summary and Final Recommendations

There’s no doubt that website promotion in the AI era completely changes the rules of the game. We understood that it’s no longer enough to “simply be first on Google” – but need to be the source that artificial intelligence chooses as most reliable.

Keys to Success:

• Quality over Quantity: Deep and valuable content answering real questions of potential customers
• Natural Language: Conversational writing suitable for how people actually speak and ask questions
• Proven Expertise: Building real authority through quality content, professional presence, and professional network
• Smart Integration: Not abandoning classic SEO but combining it with new strategies

What to Do Now:

• Start with basic checks – how you appear today in AI engines
• Create initial quality content – 5-10 comprehensive pages on most important topics
• Build professional presence – become recognized experts in your field
• Monitor and improve – continuous tracking of performance and strategy adaptation

The Good News:

• Golden opportunity for small and medium businesses – for first time in years, content quality and expertise can beat enormous advertising budgets
• Opportunity to stand out – most businesses still don’t understand the new world, giving advantage to those starting now
• Long-term trend – this isn’t passing trend but basic change in how people search for information

The future belongs to those who understand the change and act accordingly. This guide gives you all the tools – now it’s time to implement them.

Good luck in the new era of website promotion!

By On Yavin, Founder and Head of Innovation and Technology, and Liran Malul, Head of GEO at Exactive Marketing