Effective Answer Engine Optimization (AEO) isn't about traditional keywords. It requires creating hundreds of niche content variations to match conversational queries. Furthermore, it involves a targeted "citation" strategy, focusing on getting mentioned on platforms with direct data licensing deals with specific LLMs (e.g., Reddit for ChatGPT), as these are prioritized sources.

AI models evaluate brand trustworthiness by analyzing user sentiment and engagement across the entire digital ecosystem, including third-party review sites and forums like Reddit. This holistic view means traditional, siloed SEO efforts are insufficient for modern AI-driven discovery.

Similar to SEO for search engines, advertisers are developing "Generative Engine Optimization" (GEO) to influence the results of AI chatbots. This trend threatens to compromise AI's impartiality, making it harder for consumers to trust the advice and information they receive.

A new marketing tactic involves creating high-quality, AI-generated content on platforms like Reddit to promote a product. The goal is to have this seemingly authentic user content indexed and then surfaced by LLMs like ChatGPT in their summaries, creating an insidious and hard-to-detect marketing channel.

Conversations happening now on platforms like Reddit about the "best" products or solutions are actively being used as training data for LLMs. Brands must facilitate and engage in these dialogues today to influence the AI-driven search results of tomorrow.

As users turn to LLMs for answers, brand visibility depends less on optimizing owned web content. The focus must shift to nurturing the community and third-party content (e.g., Reddit, forums) that AI models are trained on. What customers say about you is the new SEO.

Alexis Ohanian shares a tactic where founders secretly purchase all moderator accounts for a relevant subreddit. This gives them control to subtly promote their products within a community that appears organic. It's a form of black-hat marketing designed to influence conversations and game the "SEO" for AI models.

As AI chatbots become the primary source for information, the discipline of Search Engine Optimization (SEO) is becoming obsolete. Brands must pivot to Answer Engine Optimization (AEO), a new practice focused on ensuring their products and content are surfaced favorably within conversational AI responses.

Platforms like Reddit are primary data sources for AI models. To shape their narrative in AI-driven search, B2B brands must overcome their fear of these communities. Proactive, human engagement is now a crucial part of brand reputation and Answer Engine Optimization (AEO).