SEO expert Kristina Frunze clarifies that AEO isn't a separate discipline but a layer built upon a solid SEO foundation. Marketers should not abandon SEO for AEO; rather, they must integrate AEO strategies on top of existing SEO efforts to build a complete structure.
AI overviews primarily impact top-of-funnel traffic. SEO expert Kristina Frunze advises analyzing which pages are losing traffic. If high-intent, bottom-of-funnel "money pages" still convert and lead volume is stable, the overall traffic dip is an expected outcome, not a crisis.
WebView SEO founder Kristina Frunze recommends a 60-20-20 content split, dedicating the majority (60%) of efforts to bottom-of-funnel (BoFu) content like use case and feature pages. Most B2B SaaS companies over-index on top-of-funnel content and neglect the pages that actually drive conversions.
To show ROI beyond declining organic traffic, use a three-layer model. 1) Direct attribution from GA4 organic/AI traffic. 2) Influenced attribution via increases in branded search, direct traffic, and shorter sales cycles. 3) AI visibility, measuring share of voice in LLMs against competitors.
Case studies and integration pages are critical, high-intent assets often viewed immediately before a demo request. To maximize impact, make them easily accessible in the main navigation bar and embed them as prominent visual CTAs within relevant blog posts to capture this bottom-of-funnel interest.
To prevent bottom-of-funnel listicles from being dismissed as biased marketing, create and prominently feature a transparent scoring methodology. This approach builds trust with human readers and signals authority to Google and LLMs, transforming a subjective sales piece into a credible, citable resource.
Instead of publishing random articles, organize content into "clusters" around your core product solutions. Each cluster should have a central bottom-of-funnel page supported by logically linked top-of-funnel content. This site architecture signals deep authority to Google and LLMs, driving the majority of organic growth.
SEO expert Kristina Frunze now believes off-page factors are paramount for AI Search Optimization (AEO). LLMs like ChatGPT prioritize third-party data from directories, reviews, and digital PR over a company's own website. Marketers must ensure a consistent brand message across all external channels to be cited.
To get more value from existing top-of-funnel articles, add "micro-conversions." Instead of a passive ebook, embed a relevant calculator, template, or simple tool. This provides immediate, tangible value that aligns with modern user behavior and can serve as a stepping stone towards a demo.
Avoid black-hat Reddit tactics like fake endorsements, as they will be deleted. Instead, create an official, disclosed company profile. Spend a "warm-up" period providing value, then limit self-promotion to only 15% of your engagement to build sustainable, genuine visibility on the platform.