Yes, SEO and AEO have plenty of overlap, but they aren’t the same. Sticking with your tried-and-true SEO approach won’t get you as far in AI search visibility.
So what needs to change?
Rather than revisit content structure for AI search, I’ll focus on three priorities that matter more in AI search and three that matter less.
3 SEO priorities to emphasize more
Establish brand authority and strong entities
AI systems need to “know” your brand exists and what it stands for before they’ll cite you. Entity recognition is foundational to AI visibility in a way it never was for traditional search, although Google’s Knowledge Graph has long highlighted brands using this approach. LLM training data rewards brands with a consistent, cross-platform presence.
For our agency’s clients, we focus more on ensuring brand information is consistent across Wikipedia, LinkedIn, Crunchbase, industry directories, and anywhere else an LLM might pull entity data.
PR and SEO/AEO teams also need to work more closely together because earned media mentions are now entity-building signals.
E-E-A-T was already pointing in this direction, but building author entities matters even more now. Bylined experts with their own credible web presence add authority to the content they produce.
When we can invest in entity building, we tend to see faster AI citation gains when we produce strong content because the infrastructure is already in place.
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Build topical depth with content clusters
AI systems favor sources that demonstrate comprehensive authority on a topic, not just individual pages that rank for individual keywords. A thin content footprint is much more exposed in AI search than it was in traditional search.
Keyword-by-keyword content planning needs to give way to topic ownership planning. Stop asking, “What do we rank for?” and start asking, “What topics do we want AI systems to associate us with?”
Internal linking becomes more important because it signals topical relationships between pieces for LLM ingestion. Content audits should also become a regular exercise to identify gaps in topic coverage, not just underperforming pages.
When we can go deep on a niche, we tend to see content cited across multiple related queries. One strong content cluster can generate broad AI visibility.
Owning a topic cluster around the problem a client’s product solves positions them as the authoritative resource before the sales conversation even starts. We also get more feedback that buyers are seeing them in LLMs while researching before making a purchase.
Earn unlinked brand mentions and community presence
LLMs are trained on the broader…
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