7 AI Secrets: How to Dominate Answer Engines NOW!

>> I want to start off by saying something >> I want to start off by saying something that's that's that's maybe obvious. maybe obvious. maybe obvious. AI usage AI usage AI usage it's growing. it's growing. it's growing. But But But do you know how much it's growing? do you know how much it's growing? do you know how much it's growing? According to this analysis from March According to this analysis from March According to this analysis from March 2026 2026 2026 monthly sessions of AI are now 56% the monthly sessions of AI are now 56% the monthly sessions of AI are now 56% the size of search worldwide. size of search worldwide. size of search worldwide. And to put that into perspective Google And to put that into perspective Google And to put that into perspective Google has been around for nearly 30 years. has been around for nearly 30 years. has been around for nearly 30 years. ChatGPT has been around for 3 and 1/2. ChatGPT has been around for 3 and 1/2. ChatGPT has been around for 3 and 1/2. Bonkers. Bonkers. Bonkers. And notably, this data comes from Ethan And notably, this data comes from Ethan And notably, this data comes from Ethan Smith at Graphic.io. Smith at Graphic.io. Smith at Graphic.io. This time last year This time last year This time last year Ethan and his team were pretty skeptical Ethan and his team were pretty skeptical Ethan and his team were pretty skeptical of claims around how quickly AI usage of claims around how quickly AI usage of claims around how quickly AI usage was growing. was growing. was growing. But now But now But now he and his team expect the use of AI to he and his team expect the use of AI to he and his team expect the use of AI to surpass search in the near future. surpass search in the near future. surpass search in the near future. So what does this all mean? When you ask So what does this all mean? When you ask So what does this all mean? When you ask customers, how did you hear about us? customers, how did you hear about us? customers, how did you hear about us? The answer is becoming ChatGPT. The answer is becoming ChatGPT. The answer is becoming ChatGPT. Are you ready for that shift?

Are you ready for that shift? Are you ready for that shift? By 2:30 p.m. my goal is to get everyone By 2:30 p.m. my goal is to get everyone By 2:30 p.m. my goal is to get everyone in this room feeling like they are. in this room feeling like they are. in this room feeling like they are. We can do it. Because you are going to We can do it. Because you are going to We can do it. Because you are going to walk out of here with walk out of here with walk out of here with these seven things you need to know these seven things you need to know these seven things you need to know about how to do AEO a 30-day checklist about how to do AEO a 30-day checklist about how to do AEO a 30-day checklist so you can start implementing these so you can start implementing these so you can start implementing these insights immediately and a renewed sense insights immediately and a renewed sense insights immediately and a renewed sense of purpose and a new lease on life. of purpose and a new lease on life. of purpose and a new lease on life. [laughter] [laughter] [laughter] Just kidding. Wrong presentation. But I Just kidding. Wrong presentation. But I Just kidding. Wrong presentation. But I do hope you find that. I'm Major Frost.

do hope you find that. I'm Major Frost. do hope you find that. I'm Major Frost. I like bad jokes. I'm senior director of I like bad jokes. I'm senior director of I like bad jokes. I'm senior director of global growth and paid advertising at global growth and paid advertising at global growth and paid advertising at HubSpot. And over the last few years, I HubSpot. And over the last few years, I HubSpot. And over the last few years, I have transformed our SEO team into an have transformed our SEO team into an have transformed our SEO team into an answer engine optimization team. And answer engine optimization team. And answer engine optimization team. And I've led the strategy that has made I've led the strategy that has made I've led the strategy that has made HubSpot the most visible CRM in answer HubSpot the most visible CRM in answer HubSpot the most visible CRM in answer engines. But HubSpot hasn't just been engines. But HubSpot hasn't just been engines. But HubSpot hasn't just been busy building our own visibility. busy building our own visibility. busy building our own visibility. We've been busy figuring out how to help We've been busy figuring out how to help We've been busy figuring out how to help our customers build theirs. our customers build theirs. our customers build theirs. In October, HubSpot announced that it In October, HubSpot announced that it In October, HubSpot announced that it was acquiring xFunnel, answer engine was acquiring xFunnel, answer engine was acquiring xFunnel, answer engine optimization software that helped optimization software that helped optimization software that helped companies track brand visibility and companies track brand visibility and companies track brand visibility and citations. citations. citations. And on that xFunnel foundation, we built And on that xFunnel foundation, we built And on that xFunnel foundation, we built HubSpot AEO, which I am super excited to HubSpot AEO, which I am super excited to HubSpot AEO, which I am super excited to say went into public beta last week. say went into public beta last week. say went into public beta last week. This tool gives marketers full This tool gives marketers full This tool gives marketers full visibility into how their brand shows up visibility into how their brand shows up visibility into how their brand shows up in AI answers. And probably more in AI answers. And probably more in AI answers. And probably more importantly, what to do about it. importantly, what to do about it. importantly, what to do about it. You can try it free today by going to You can try it free today by going to You can try it free today by going to hubspot.com/a hubspot.com/a hubspot.com/a e o. The xFunnel acquisition also gave e o. The xFunnel acquisition also gave e o. The xFunnel acquisition also gave us something very important. us something very important. us something very important. It gave us access to many millions of AI It gave us access to many millions of AI It gave us access to many millions of AI answers. And this is really powerful answers. And this is really powerful answers. And this is really powerful data. data. data. You know what they say about sharing? You know what they say about sharing? You know what they say about sharing? It absolutely crushes on LinkedIn. So It absolutely crushes on LinkedIn. So It absolutely crushes on LinkedIn. So today, I am sharing this data with you. today, I am sharing this data with you. today, I am sharing this data with you. These seven most important things you These seven most important things you These seven most important things you should know about how to show up in should know about how to show up in should know about how to show up in answer engines. answer engines. answer engines. Before we begin

Before we begin Before we begin a quick vocab lesson. a quick vocab lesson. a quick vocab lesson. AEO or answer engine optimization is how AEO or answer engine optimization is how AEO or answer engine optimization is how you get your business to show up in AI you get your business to show up in AI you get your business to show up in AI answers. answers. answers. Visibility is how often your business Visibility is how often your business Visibility is how often your business shows up. It's a reflection of your shows up. It's a reflection of your shows up. It's a reflection of your mentions or when your brand appears in mentions or when your brand appears in mentions or when your brand appears in AI answers without a link. AI answers without a link. AI answers without a link. Citations, meanwhile, are clickable Citations, meanwhile, are clickable Citations, meanwhile, are clickable sources. And both mentions and citations sources. And both mentions and citations sources. And both mentions and citations matter. matter. matter. Mentions build awareness. Citations Mentions build awareness. Citations Mentions build awareness. Citations drive traffic. drive traffic. drive traffic. Okay. Okay. Okay. Those are the terms. Now we can dive in. Those are the terms. Now we can dive in. Those are the terms. Now we can dive in. The first insight

The first insight The first insight the blog is not dead. the blog is not dead. the blog is not dead. You might have heard that with the You might have heard that with the You might have heard that with the decline of organic traffic the blog has decline of organic traffic the blog has decline of organic traffic the blog has lost its place in your marketing lost its place in your marketing lost its place in your marketing portfolio. But do not divest yet. portfolio. But do not divest yet. portfolio. But do not divest yet. We looked at 14 million citations. And We looked at 14 million citations. And We looked at 14 million citations. And blog posts and listicles were by far the blog posts and listicles were by far the blog posts and listicles were by far the most commonly cited page type, making up most commonly cited page type, making up most commonly cited page type, making up a whopping 62.1% a whopping 62.1% a whopping 62.1% of citations. of citations. of citations. Why? Because AI is looking for content Why? Because AI is looking for content Why? Because AI is looking for content that's easy to understand and extract. that's easy to understand and extract. that's easy to understand and extract. It's looking for content that helps it It's looking for content that helps it It's looking for content that helps it explain trends, opinion, analysis. And explain trends, opinion, analysis. And explain trends, opinion, analysis. And guess where that information typically guess where that information typically guess where that information typically comes from? It typically comes from your comes from? It typically comes from your comes from? It typically comes from your blog. But it's not just citations. We blog. But it's not just citations. We blog. But it's not just citations. We can look at HubSpot's logs, which are can look at HubSpot's logs, which are can look at HubSpot's logs, which are like a guestbook for your site. When a like a guestbook for your site. When a like a guestbook for your site. When a bot comes to your website, it has to bot comes to your website, it has to bot comes to your website, it has to sign where it's going and when. And 19% sign where it's going and when. And 19% sign where it's going and when. And 19% of the time that LLMs are visiting of the time that LLMs are visiting of the time that LLMs are visiting HubSpot sites simply to learn and train HubSpot sites simply to learn and train HubSpot sites simply to learn and train they are visiting the blog. 19% of the they are visiting the blog. 19% of the they are visiting the blog. 19% of the time. time. time. So what are the implications of this for So what are the implications of this for So what are the implications of this for your strategy? your strategy? your strategy? It means even if your blog is getting It means even if your blog is getting It means even if your blog is getting less traffic than it ever has it's a less traffic than it ever has it's a less traffic than it ever has it's a very important channel for helping LLMs very important channel for helping LLMs very important channel for helping LLMs understand what your product is, the understand what your product is, the understand what your product is, the value that it offers, and the people value that it offers, and the people value that it offers, and the people that it is a good fit for. that it is a good fit for. that it is a good fit for. In fact, one of the most successful AEO In fact, one of the most successful AEO In fact, one of the most successful AEO tactics that we ran at HubSpot over the tactics that we ran at HubSpot over the tactics that we ran at HubSpot over the last year last year last year when we saw that ChatGPT was quoting old when we saw that ChatGPT was quoting old when we saw that ChatGPT was quoting old pricing details, we published a series pricing details, we published a series pricing details, we published a series of pricing blog posts. of pricing blog posts. of pricing blog posts. ChatGPT visited these almost immediately ChatGPT visited these almost immediately ChatGPT visited these almost immediately after we published them. I'm talking after we published them. I'm talking after we published them. I'm talking hours. hours. hours. And now it gives people the right And now it gives people the right And now it gives people the right prices. prices. prices. So simple so straightforward so So simple so straightforward so So simple so straightforward so important important important because if someone is asking about because if someone is asking about because if someone is asking about HubSpot's costs or ChatGPT is HubSpot's costs or ChatGPT is HubSpot's costs or ChatGPT is proactively giving them proactively giving them proactively giving them they are a hot hot lead and we need them they are a hot hot lead and we need them they are a hot hot lead and we need them to have accurate information. to have accurate information. to have accurate information. So here is what I want you to take away. So here is what I want you to take away. So here is what I want you to take away. Don't spin down your blog. If there is Don't spin down your blog. If there is Don't spin down your blog. If there is something AI should know about your something AI should know about your something AI should know about your brand and products, put it there. brand and products, put it there. brand and products, put it there. But But But it would be a mistake to approach it would be a mistake to approach it would be a mistake to approach blogging the same way that you did blogging the same way that you did blogging the same way that you did pre-AI. pre-AI. pre-AI. Which brings me to insight number two.

Which brings me to insight number two. Which brings me to insight number two. There is a shift happening underneath There is a shift happening underneath There is a shift happening underneath all of this. all of this. all of this. As more and more people adopt LLMs, As more and more people adopt LLMs, As more and more people adopt LLMs, search is going from keywords to search is going from keywords to search is going from keywords to context. context. context. And for years, SEO has been about And for years, SEO has been about And for years, SEO has been about short-tail queries. And HubSpot has short-tail queries. And HubSpot has short-tail queries. And HubSpot has targeted a metric ton of these. Yes, targeted a metric ton of these. Yes, targeted a metric ton of these. Yes, that is me uh that is me uh that is me uh indicating that the metric system is indicating that the metric system is indicating that the metric system is superior to imperial, but don't tell my superior to imperial, but don't tell my superior to imperial, but don't tell my friends at home. friends at home. friends at home. Uh Uh Uh some of the keywords that HubSpot has some of the keywords that HubSpot has some of the keywords that HubSpot has targeted business name ideas, best free targeted business name ideas, best free targeted business name ideas, best free CRM, TikTok trends 2026. CRM, TikTok trends 2026. CRM, TikTok trends 2026. But in answer engines, queries or But in answer engines, queries or But in answer engines, queries or prompts, bonus vocab for you, they look prompts, bonus vocab for you, they look prompts, bonus vocab for you, they look completely different. One analysis of completely different. One analysis of completely different. One analysis of 13,000 plus ChatGPT conversations found 13,000 plus ChatGPT conversations found 13,000 plus ChatGPT conversations found that the average conversation was that the average conversation was that the average conversation was approximately 350 words. Compared to approximately 350 words. Compared to approximately 350 words. Compared to about five words in a typical Google about five words in a typical Google about five words in a typical Google search. So rather than business name search. So rather than business name search. So rather than business name ideas users are typing I don't think ideas users are typing I don't think ideas users are typing I don't think that name will work actually. There's that name will work actually. There's that name will work actually. There's another company with that name. Can you another company with that name. Can you another company with that name. Can you please come up with more name options please come up with more name options please come up with more name options like that previous one, but keep it to like that previous one, but keep it to like that previous one, but keep it to one or two words max and two syllables. one or two words max and two syllables. one or two words max and two syllables. And rather than best free CRM, they are And rather than best free CRM, they are And rather than best free CRM, they are typing typing typing are there any CRMs I can use that aren't are there any CRMs I can use that aren't are there any CRMs I can use that aren't specific to one business so I can use specific to one business so I can use specific to one business so I can use the same one for my car dealership and the same one for my car dealership and the same one for my car dealership and credit repair and home rental credit repair and home rental credit repair and home rental businesses? businesses? businesses? This person is really busy. This person is really busy. This person is really busy. And rather than TikTok trends 2026, And rather than TikTok trends 2026, And rather than TikTok trends 2026, they're saying Okay, this person is just really really Okay, this person is just really really mad that ChatGPT is still using mad that ChatGPT is still using mad that ChatGPT is still using questions. questions. questions. The AI revolts, I am not too sure about The AI revolts, I am not too sure about The AI revolts, I am not too sure about their chances. their chances. their chances. Uh but I share these examples to Uh but I share these examples to Uh but I share these examples to illustrate that models are receiving a illustrate that models are receiving a illustrate that models are receiving a ton of context. And when AI gets that ton of context. And when AI gets that ton of context. And when AI gets that much context, it is looking for content much context, it is looking for content much context, it is looking for content that directly answers a specific that directly answers a specific that directly answers a specific situation. situation. situation. When queries get more specific, content When queries get more specific, content When queries get more specific, content needs to get more specific, too. Because needs to get more specific, too. Because needs to get more specific, too. Because generic content, it's just generic content, it's just generic content, it's just not going to answer the question the way not going to answer the question the way not going to answer the question the way specific contextual content will. The specific contextual content will. The specific contextual content will. The content that shows up in AI answers, content that shows up in AI answers, content that shows up in AI answers, it's tailored to a specific persona and it's tailored to a specific persona and it's tailored to a specific persona and or a use CRM. or a use CRM. or a use CRM. Persona? Car dealership. Persona? Car dealership. Persona? Car dealership. Use case? Generating leads and closing Use case? Generating leads and closing Use case? Generating leads and closing business. business. business. But specificity is not the only But specificity is not the only But specificity is not the only important factor.

important factor. important factor. What do the pages that get cited What do the pages that get cited What do the pages that get cited actually look like? It turns out their actually look like? It turns out their actually look like? It turns out their structure matters structure matters structure matters a lot. a lot. a lot. There are a few patterns that are clear There are a few patterns that are clear There are a few patterns that are clear across cited URLs. across cited URLs. across cited URLs. First, they are likelier to use First, they are likelier to use First, they are likelier to use question-based headings. And that one question-based headings. And that one question-based headings. And that one thing formatting headers as questions thing formatting headers as questions thing formatting headers as questions showed the strongest correlation with showed the strongest correlation with showed the strongest correlation with citations across almost every engine. citations across almost every engine. citations across almost every engine. And this makes a lot of sense if you And this makes a lot of sense if you And this makes a lot of sense if you think about how these systems work. They think about how these systems work. They think about how these systems work. They are literally trying to answer are literally trying to answer are literally trying to answer questions. questions. questions. So title sections, what is AEO instead So title sections, what is AEO instead So title sections, what is AEO instead of AEO definition, and how to do AEO of AEO definition, and how to do AEO of AEO definition, and how to do AEO instead of AEO best practices. instead of AEO best practices. instead of AEO best practices. When your page already mirrors the When your page already mirrors the When your page already mirrors the structure of the question, it is structure of the question, it is structure of the question, it is significantly easier for the model to significantly easier for the model to significantly easier for the model to extract and reuse your content. extract and reuse your content. extract and reuse your content. Now, a few other patterns also showed Now, a few other patterns also showed Now, a few other patterns also showed up. Having an FAQ section correlates up. Having an FAQ section correlates up. Having an FAQ section correlates with higher citations. And an FAQ with higher citations. And an FAQ with higher citations. And an FAQ section is exactly what it sounds like, section is exactly what it sounds like, section is exactly what it sounds like, a block of common questions and clear a block of common questions and clear a block of common questions and clear direct answers all in one place on your direct answers all in one place on your direct answers all in one place on your page. You probably already have a few on page. You probably already have a few on page. You probably already have a few on your website. This works really well your website. This works really well your website. This works really well because you are pre-packaging content in because you are pre-packaging content in because you are pre-packaging content in the exact format that AI is looking for. the exact format that AI is looking for. the exact format that AI is looking for. Again question, answer. And people like Again question, answer. And people like Again question, answer. And people like this, too. You're not just writing for this, too. You're not just writing for this, too. You're not just writing for humans or AI. This is actually a humans or AI. This is actually a humans or AI. This is actually a structure that works really well for structure that works really well for structure that works really well for both. both. both. Adding schema markup is going to give Adding schema markup is going to give Adding schema markup is going to give you an additional boost across most you an additional boost across most you an additional boost across most engines. An FAQ schema is just a way of engines. An FAQ schema is just a way of engines. An FAQ schema is just a way of labeling those questions and answers labeling those questions and answers labeling those questions and answers behind the scenes so that machines can behind the scenes so that machines can behind the scenes so that machines can read them clearly. It's kind of like read them clearly. It's kind of like read them clearly. It's kind of like subtitles for AI. subtitles for AI. subtitles for AI. You're removing any ambiguity about You're removing any ambiguity about You're removing any ambiguity about what's a question and what's an answer. what's a question and what's an answer. what's a question and what's an answer. This is your picture moment. This is This is your picture moment. This is This is your picture moment. This is everything on one slide. Having 20 plus everything on one slide. Having 20 plus everything on one slide. Having 20 plus external links, a descriptive page external links, a descriptive page external links, a descriptive page title, block quotes, a TLDR section, title, block quotes, a TLDR section, title, block quotes, a TLDR section, those are all factors that are those are all factors that are those are all factors that are positively associated with citations as positively associated with citations as positively associated with citations as well. And the last citation pattern that

well. And the last citation pattern that well. And the last citation pattern that I want to double check into is I want to double check into is I want to double check into is statistics. statistics. statistics. LLMs are constantly trying to decide LLMs are constantly trying to decide LLMs are constantly trying to decide is this specific? Is this credible? Is is this specific? Is this credible? Is is this specific? Is this credible? Is this worth repeating? this worth repeating? this worth repeating? Which are all questions we should Which are all questions we should Which are all questions we should probably be asking ourselves about probably be asking ourselves about probably be asking ourselves about content online more often. content online more often. content online more often. Stats are going to accomplish all three Stats are going to accomplish all three Stats are going to accomplish all three of those things. They're going to make of those things. They're going to make of those things. They're going to make your content more concrete, more your content more concrete, more your content more concrete, more trustworthy, easier to quote. trustworthy, easier to quote. trustworthy, easier to quote. But execution is pretty important here. But execution is pretty important here. But execution is pretty important here. You are going to get the most citations You are going to get the most citations You are going to get the most citations with unique data versus data that's with unique data versus data that's with unique data versus data that's pulled from somewhere else online. That pulled from somewhere else online. That pulled from somewhere else online. That is what's going to make your content is what's going to make your content is what's going to make your content uniquely citable. So think business uniquely citable. So think business uniquely citable. So think business benchmarks, customer outcomes, case benchmarks, customer outcomes, case benchmarks, customer outcomes, case studies. studies. studies. This is also what you care most about an This is also what you care most about an This is also what you care most about an LLM repeating to a potential customer. LLM repeating to a potential customer. LLM repeating to a potential customer. Think about how powerful it is for Think about how powerful it is for Think about how powerful it is for ChatGPT or Claude to tell a user HubSpot ChatGPT or Claude to tell a user HubSpot ChatGPT or Claude to tell a user HubSpot customers using customer agent with help customers using customer agent with help customers using customer agent with help desk saw 25% boost in ticket resolution. desk saw 25% boost in ticket resolution. desk saw 25% boost in ticket resolution. That's compelling. That's compelling. That's compelling. And you don't need a fancy market And you don't need a fancy market And you don't need a fancy market research survey to collect it. research survey to collect it. research survey to collect it. I think the pattern here is pretty I think the pattern here is pretty I think the pattern here is pretty clear. clear. clear. AI models prefer pages that are AI models prefer pages that are AI models prefer pages that are structured, scannable, and information structured, scannable, and information structured, scannable, and information {slash} data dense. {slash} data dense. {slash} data dense. Now, the next insight might sound

Now, the next insight might sound Now, the next insight might sound familiar, but the degree of it is new. familiar, but the degree of it is new. familiar, but the degree of it is new. In SEO, we have always said it's a good In SEO, we have always said it's a good In SEO, we have always said it's a good idea to refresh your old content. idea to refresh your old content. idea to refresh your old content. But AEO takes the importance of this But AEO takes the importance of this But AEO takes the importance of this tactic way, way up. tactic way, way up. tactic way, way up. Because Because Because insight number four, insight number four, insight number four, freshness matters more than ever. freshness matters more than ever. freshness matters more than ever. Here's what we are seeing in the data. Here's what we are seeing in the data. Here's what we are seeing in the data. Answer engines rely even more heavily Answer engines rely even more heavily Answer engines rely even more heavily than Google on recent web signals. than Google on recent web signals. than Google on recent web signals. And this data actually comes from our And this data actually comes from our And this data actually comes from our friends at Ahrefs, but it's so good I friends at Ahrefs, but it's so good I friends at Ahrefs, but it's so good I have to share it. have to share it. have to share it. The average age of ranking Google The average age of ranking Google The average age of ranking Google content 3.9 years. The average age of content 3.9 years. The average age of content 3.9 years. The average age of content in major LLMs 2.9 years. content in major LLMs 2.9 years. content in major LLMs 2.9 years. That means that the content AI sites is, That means that the content AI sites is, That means that the content AI sites is, on average, 25% more recent. And the on average, 25% more recent. And the on average, 25% more recent. And the difference is most dramatic for ChatGPT. difference is most dramatic for ChatGPT. difference is most dramatic for ChatGPT. Content cited on ChatGPT is 1.2 years Content cited on ChatGPT is 1.2 years Content cited on ChatGPT is 1.2 years more recent. more recent. more recent. So, TLDR So, TLDR So, TLDR or maybe too old, didn't read. or maybe too old, didn't read. or maybe too old, didn't read. When an engine decides which sources to When an engine decides which sources to When an engine decides which sources to cite, a recently updated page is a very cite, a recently updated page is a very cite, a recently updated page is a very strong signal. It's telling the model strong signal. It's telling the model strong signal. It's telling the model this information is likely still this information is likely still this information is likely still accurate. accurate. accurate. And one of the highest return AEO And one of the highest return AEO And one of the highest return AEO tactics that we have seen is very tactics that we have seen is very tactics that we have seen is very simple. Consistently update existing simple. Consistently update existing simple. Consistently update existing content. Now, I don't mean making it 10% content. Now, I don't mean making it 10% content. Now, I don't mean making it 10% longer, slapping new published date on longer, slapping new published date on longer, slapping new published date on it. Doesn't work. it. Doesn't work. it. Doesn't work. I mean refreshing statistics, adding I mean refreshing statistics, adding I mean refreshing statistics, adding more recent examples, getting a quote more recent examples, getting a quote more recent examples, getting a quote from an expert on the latest from an expert on the latest from an expert on the latest information, then republishing. information, then republishing. information, then republishing. Because with answer engines Because with answer engines Because with answer engines recency can push you back into the recency can push you back into the recency can push you back into the citation pool. citation pool. citation pool. So, if you remember that pricing blog So, if you remember that pricing blog So, if you remember that pricing blog post series that I mentioned, you better post series that I mentioned, you better post series that I mentioned, you better believe we are constantly updating that believe we are constantly updating that believe we are constantly updating that because we want to be the most because we want to be the most because we want to be the most authoritative and current people talking authoritative and current people talking authoritative and current people talking about HubSpot's pricing. about HubSpot's pricing. about HubSpot's pricing. And there is a reason that there is an And there is a reason that there is an And there is a reason that there is an arrow pointing to that last updated tag. arrow pointing to that last updated tag. arrow pointing to that last updated tag. That's important, too. That's important, too. That's important, too. In our data, we found that having a In our data, we found that having a In our data, we found that having a visible last updated date, just having visible last updated date, just having visible last updated date, just having one, correlated with more citations one, correlated with more citations one, correlated with more citations across nearly every engine. across nearly every engine. across nearly every engine. Now, Now, Now, the next insight is unexpected. And if

the next insight is unexpected. And if the next insight is unexpected. And if anyone is still arguing that AEO is just anyone is still arguing that AEO is just anyone is still arguing that AEO is just SEO with a new letter, actually I know SEO with a new letter, actually I know SEO with a new letter, actually I know they are because I see them on LinkedIn, they are because I see them on LinkedIn, they are because I see them on LinkedIn, you can share this data with them. you can share this data with them. you can share this data with them. Insight number five, Insight number five, Insight number five, backlinks don't predict AI visibility. backlinks don't predict AI visibility. backlinks don't predict AI visibility. For 30 years, SEO has had a dominant For 30 years, SEO has had a dominant For 30 years, SEO has had a dominant currency. currency. currency. Backlinks. Backlinks. Backlinks. And the relationship was very simple. And the relationship was very simple. And the relationship was very simple. More backlinks, higher rankings. More backlinks, higher rankings. More backlinks, higher rankings. But when we looked at AI visibility, But when we looked at AI visibility, But when we looked at AI visibility, that relationship basically disappeared. that relationship basically disappeared. that relationship basically disappeared. Pages with massive backlink profiles Pages with massive backlink profiles Pages with massive backlink profiles were not consistently cited more often were not consistently cited more often were not consistently cited more often by AI. In fact, some of the most cited by AI. In fact, some of the most cited by AI. In fact, some of the most cited sources have little to zero link sources have little to zero link sources have little to zero link authority. This top CRMs tools of 2026 authority. This top CRMs tools of 2026 authority. This top CRMs tools of 2026 article is cited in AI responses 85 article is cited in AI responses 85 article is cited in AI responses 85 times for questions relevant to times for questions relevant to times for questions relevant to HubSpot's business, but it has just one HubSpot's business, but it has just one HubSpot's business, but it has just one backlink. Just one. When I saw this, I backlink. Just one. When I saw this, I backlink. Just one. When I saw this, I thought, how could this be? But thought, how could this be? But thought, how could this be? But it goes back to the outcome that answer it goes back to the outcome that answer it goes back to the outcome that answer engines are optimizing for. It's engines are optimizing for. It's engines are optimizing for. It's fundamentally different than what a fundamentally different than what a fundamentally different than what a search engine is optimizing for. Google search engine is optimizing for. Google search engine is optimizing for. Google is looking for the most authoritative is looking for the most authoritative is looking for the most authoritative page on the web. Answer engines are page on the web. Answer engines are page on the web. Answer engines are looking for the best snippet to answer looking for the best snippet to answer looking for the best snippet to answer the question. the question. the question. So, instead of asking how many backlinks So, instead of asking how many backlinks So, instead of asking how many backlinks does this page have, the model is asking does this page have, the model is asking does this page have, the model is asking something more like something more like something more like does this paragraph answer the question does this paragraph answer the question does this paragraph answer the question clearly? clearly? clearly? And that means that content clarity and And that means that content clarity and And that means that content clarity and specificity often outweigh domain specificity often outweigh domain specificity often outweigh domain authority. authority. authority. If you're a smaller company sitting in If you're a smaller company sitting in If you're a smaller company sitting in the audience right now or maybe watching the audience right now or maybe watching the audience right now or maybe watching this on YouTube, this is great news. this on YouTube, this is great news. this on YouTube, this is great news. Because this means there is a much more Because this means there is a much more Because this means there is a much more level playing field. level playing field. level playing field. But if backlinks aren't the strongest But if backlinks aren't the strongest But if backlinks aren't the strongest predictor of AI visibility, the next predictor of AI visibility, the next predictor of AI visibility, the next logical question is logical question is logical question is what does AI trust?

what does AI trust? what does AI trust? And at a high level, answer engines are And at a high level, answer engines are And at a high level, answer engines are doing two things. doing two things. doing two things. First, they're finding a clear answer. First, they're finding a clear answer. First, they're finding a clear answer. And then they're deciding whether they And then they're deciding whether they And then they're deciding whether they trust it. trust it. trust it. And to make that trust decision, they're And to make that trust decision, they're And to make that trust decision, they're looking beyond your site. looking beyond your site. looking beyond your site. We looked at the sources that show up We looked at the sources that show up We looked at the sources that show up again and again in AI answers, and three again and again in AI answers, and three again and again in AI answers, and three platforms dominate. platforms dominate. platforms dominate. Which brings us to insight number six. Which brings us to insight number six. Which brings us to insight number six. Answer engines look for consensus. Answer engines look for consensus. Answer engines look for consensus. When forming an opinion, they're asking When forming an opinion, they're asking When forming an opinion, they're asking are multiple independent sources saying are multiple independent sources saying are multiple independent sources saying the same thing? And they tend to look the same thing? And they tend to look the same thing? And they tend to look for that consensus on LinkedIn, Reddit, for that consensus on LinkedIn, Reddit, for that consensus on LinkedIn, Reddit, and YouTube. If you are choosing where and YouTube. If you are choosing where and YouTube. If you are choosing where to build your AI authority, those should to build your AI authority, those should to build your AI authority, those should be your priorities. be your priorities. be your priorities. There are a few reasons LLMs return to There are a few reasons LLMs return to There are a few reasons LLMs return to these platforms again and again. these platforms again and again. these platforms again and again. First, answer engines love First, answer engines love First, answer engines love user-generated content. It's authentic, user-generated content. It's authentic, user-generated content. It's authentic, it's usually available in mass it's usually available in mass it's usually available in mass quantities, constantly refreshed. quantities, constantly refreshed. quantities, constantly refreshed. LinkedIn, Reddit, and YouTube are, of LinkedIn, Reddit, and YouTube are, of LinkedIn, Reddit, and YouTube are, of course, rich libraries of UGC. course, rich libraries of UGC. course, rich libraries of UGC. And on top of that, OpenAI and Google And on top of that, OpenAI and Google And on top of that, OpenAI and Google have partnerships with Reddit. Microsoft have partnerships with Reddit. Microsoft have partnerships with Reddit. Microsoft has invested tens of billions of dollars has invested tens of billions of dollars has invested tens of billions of dollars into OpenAI and owns LinkedIn. And into OpenAI and owns LinkedIn. And into OpenAI and owns LinkedIn. And Google owns YouTube. So, there's some Google owns YouTube. So, there's some Google owns YouTube. So, there's some symbiosis happening here. symbiosis happening here. symbiosis happening here. For product comparisons and For product comparisons and For product comparisons and recommendations, these are especially recommendations, these are especially recommendations, these are especially important platforms. 55% of citations important platforms. 55% of citations important platforms. 55% of citations for those final research questions go to for those final research questions go to for those final research questions go to these three platforms. So, if your brand these three platforms. So, if your brand these three platforms. So, if your brand never appears in YouTube transcripts or never appears in YouTube transcripts or never appears in YouTube transcripts or Reddit discussions or LinkedIn posts, Reddit discussions or LinkedIn posts, Reddit discussions or LinkedIn posts, you are missing three of the most you are missing three of the most you are missing three of the most influential ecosystems feeding AI's influential ecosystems feeding AI's influential ecosystems feeding AI's opinions. opinions. opinions. But importantly, this does not mean But importantly, this does not mean But importantly, this does not mean spamming Reddit threads. spamming Reddit threads. spamming Reddit threads. Please do not do that. Please do not do that. Please do not do that. It looks like creating an account for It looks like creating an account for It looks like creating an account for your company that can interact in your company that can interact in your company that can interact in relevant forums. Ryan Gunn is a Reddit relevant forums. Ryan Gunn is a Reddit relevant forums. Ryan Gunn is a Reddit HubSpot goat. He is a top cited Redditor HubSpot goat. He is a top cited Redditor HubSpot goat. He is a top cited Redditor for us, and he also works at a partner for us, and he also works at a partner for us, and he also works at a partner agency, so this is really good for his agency, so this is really good for his agency, so this is really good for his business, too. business, too. business, too. It looks like posting customer stories It looks like posting customer stories It looks like posting customer stories and demos and walkthroughs to YouTube and demos and walkthroughs to YouTube and demos and walkthroughs to YouTube like this HubSpot customer, Travelers like this HubSpot customer, Travelers like this HubSpot customer, Travelers Autobarn. Autobarn. Autobarn. And it looks like encouraging your And it looks like encouraging your And it looks like encouraging your C-suite, your sales reps, your marketers C-suite, your sales reps, your marketers C-suite, your sales reps, your marketers to post on LinkedIn. Now, you might be to post on LinkedIn. Now, you might be to post on LinkedIn. Now, you might be thinking this feels like a lot of work, thinking this feels like a lot of work, thinking this feels like a lot of work, and it is a lot of work, but the good and it is a lot of work, but the good and it is a lot of work, but the good news is that we have found when we are news is that we have found when we are news is that we have found when we are active in these communities, mentions of active in these communities, mentions of active in these communities, mentions of HubSpot go up across the board. HubSpot go up across the board. HubSpot go up across the board. By reminding people of your presence, By reminding people of your presence, By reminding people of your presence, they are more likely to talk about you. they are more likely to talk about you. they are more likely to talk about you. So, you create this compounding effect So, you create this compounding effect So, you create this compounding effect where your activity has an exponential where your activity has an exponential where your activity has an exponential impact. impact. impact. Now, the final insight is probably the

Now, the final insight is probably the Now, the final insight is probably the biggest mindset shift of all. Because biggest mindset shift of all. Because biggest mindset shift of all. Because most of us, myself certainly included, most of us, myself certainly included, most of us, myself certainly included, were trained to think about performance were trained to think about performance were trained to think about performance like a snapshot. like a snapshot. like a snapshot. Rankings today, traffic this week, Rankings today, traffic this week, Rankings today, traffic this week, conversions this month. conversions this month. conversions this month. And that mental model really breaks in And that mental model really breaks in And that mental model really breaks in AI search. AI search. AI search. Because visibility is much less fixed. Because visibility is much less fixed. Because visibility is much less fixed. Answer engines aren't retrieving a fixed Answer engines aren't retrieving a fixed Answer engines aren't retrieving a fixed list of results. They're generating new list of results. They're generating new list of results. They're generating new answers each time. answers each time. answers each time. And that means volatility. And that means volatility. And that means volatility. Here's what that volatility actually Here's what that volatility actually Here's what that volatility actually looks like. looks like. looks like. Half of cited pages change every single Half of cited pages change every single Half of cited pages change every single month on average. month on average. month on average. Nearly 60% show up once and then do not Nearly 60% show up once and then do not Nearly 60% show up once and then do not show up again the next month. And within show up again the next month. And within show up again the next month. And within 6 months, the majority of citations have 6 months, the majority of citations have 6 months, the majority of citations have been replaced. been replaced. been replaced. Okay, that's citations, but you remember Okay, that's citations, but you remember Okay, that's citations, but you remember your vocabulary lesson, so you're your vocabulary lesson, so you're your vocabulary lesson, so you're thinking what about mentions? thinking what about mentions? thinking what about mentions? Even if the sources that LLMs are citing Even if the sources that LLMs are citing Even if the sources that LLMs are citing are changing really quickly, do the are changing really quickly, do the are changing really quickly, do the businesses that they're highlighting businesses that they're highlighting businesses that they're highlighting stay constant? There's a little more stay constant? There's a little more stay constant? There's a little more stability there, but not much. stability there, but not much. stability there, but not much. Ahrefs did a similar analysis, but for Ahrefs did a similar analysis, but for Ahrefs did a similar analysis, but for mentions, and from one answer to the mentions, and from one answer to the mentions, and from one answer to the next, only 30% of brands stay visible. next, only 30% of brands stay visible. next, only 30% of brands stay visible. In other words, the same question is In other words, the same question is In other words, the same question is producing different answers with producing different answers with producing different answers with different sources different sources different sources every time. In a volatile system, every time. In a volatile system, every time. In a volatile system, moments, they're meaningless. moments, they're meaningless. moments, they're meaningless. Trends are what matter. So, the real Trends are what matter. So, the real Trends are what matter. So, the real question is not did we show up today, question is not did we show up today, question is not did we show up today, it's are we showing up more over time? it's are we showing up more over time? it's are we showing up more over time? And that is exactly what tools like And that is exactly what tools like And that is exactly what tools like HubSpot AEO are built for. HubSpot AEO are built for. HubSpot AEO are built for. Tracking your visibility across engines Tracking your visibility across engines Tracking your visibility across engines over time so you can see what's working. over time so you can see what's working. over time so you can see what's working. So, yes, So, yes, So, yes, AI search is volatile. AI search is volatile. AI search is volatile. The teams that win are the ones that The teams that win are the ones that The teams that win are the ones that measure it correctly, optimize measure it correctly, optimize measure it correctly, optimize accordingly, and improve over time. accordingly, and improve over time. accordingly, and improve over time. Okay. Okay. Okay. I've given you a lot of data. I've given you a lot of data. I've given you a lot of data. Seven insights, 32 data points, eight Seven insights, 32 data points, eight Seven insights, 32 data points, eight charts, to be exact. charts, to be exact. charts, to be exact. And now I want to make it really simple And now I want to make it really simple And now I want to make it really simple and give you a checklist.

and give you a checklist. and give you a checklist. Exactly what I would do if I were you Exactly what I would do if I were you Exactly what I would do if I were you over the next 30 days. over the next 30 days. over the next 30 days. First, if you don't already have an AEO First, if you don't already have an AEO First, if you don't already have an AEO tool, hopefully I've convinced you that tool, hopefully I've convinced you that tool, hopefully I've convinced you that you need one. I'm obviously partial to you need one. I'm obviously partial to you need one. I'm obviously partial to HubSpots. HubSpots. HubSpots. Upload the prompts that your buyers are Upload the prompts that your buyers are Upload the prompts that your buyers are asking AI. And remember, context, not asking AI. And remember, context, not asking AI. And remember, context, not keywords. keywords. keywords. If you're not sure how to format those If you're not sure how to format those If you're not sure how to format those questions or what they should be, questions or what they should be, questions or what they should be, HubSpot will analyze your website and HubSpot will analyze your website and HubSpot will analyze your website and your competitors to help you find the your competitors to help you find the your competitors to help you find the best ones. best ones. best ones. Second, Second, Second, create or update five blog posts. And create or update five blog posts. And create or update five blog posts. And these pages should include the these pages should include the these pages should include the information you most want AI to information you most want AI to information you most want AI to understand and site, like why you are understand and site, like why you are understand and site, like why you are the best choice in your category. the best choice in your category. the best choice in your category. And maybe your pricing. And maybe your pricing. And maybe your pricing. Turn your headers into questions, add an Turn your headers into questions, add an Turn your headers into questions, add an FAQ section, mark it up with FAQ schema, FAQ section, mark it up with FAQ schema, FAQ section, mark it up with FAQ schema, add a last updated tag, incorporate add a last updated tag, incorporate add a last updated tag, incorporate unique data, unique data, unique data, and make sure everything is as recent as and make sure everything is as recent as and make sure everything is as recent as possible. You are serving your content possible. You are serving your content possible. You are serving your content up to AI on a silver platter. up to AI on a silver platter. up to AI on a silver platter. Third, Third, Third, publish five use case {slash} pages. publish five use case {slash} pages. publish five use case {slash} pages. Again, the shift here is from keywords Again, the shift here is from keywords Again, the shift here is from keywords to context. So, instead of top CRM, it's to context. So, instead of top CRM, it's to context. So, instead of top CRM, it's top CRM for real estate investors. top CRM for real estate investors. top CRM for real estate investors. Instead of best rental camper van, it's Instead of best rental camper van, it's Instead of best rental camper van, it's best rental camper van for traveling the best rental camper van for traveling the best rental camper van for traveling the Gold Coast with your family. Gold Coast with your family. Gold Coast with your family. I This was a rabbit hole that I went I This was a rabbit hole that I went I This was a rabbit hole that I went down after I came up with that example. down after I came up with that example. down after I came up with that example. I hope someone out there is doing that. I hope someone out there is doing that. I hope someone out there is doing that. Generic content, it doesn't match the Generic content, it doesn't match the Generic content, it doesn't match the question anymore. Specific content does. question anymore. Specific content does. question anymore. Specific content does. Fourth, show up where AI looks for Fourth, show up where AI looks for Fourth, show up where AI looks for consensus. consensus. consensus. Pick YouTube, Reddit, or LinkedIn, and Pick YouTube, Reddit, or LinkedIn, and Pick YouTube, Reddit, or LinkedIn, and create a content plan. create a content plan. create a content plan. Start posting. Start posting. Start posting. And finally, And finally, And finally, measure visibility over time. measure visibility over time. measure visibility over time. Train yourself, and maybe more Train yourself, and maybe more Train yourself, and maybe more importantly, train your leadership importantly, train your leadership importantly, train your leadership to think about visibility directionally. to think about visibility directionally. to think about visibility directionally. Because with answer engines, you're not Because with answer engines, you're not Because with answer engines, you're not winning by being number one once. You winning by being number one once. You winning by being number one once. You win by being consistently present. win by being consistently present. win by being consistently present. Okay. Here it is, all in one slide. Your Okay. Here it is, all in one slide. Your Okay. Here it is, all in one slide. Your 30-day checklist. 30-day checklist. 30-day checklist. The shift to answer engines,

The shift to answer engines, The shift to answer engines, it's already happening. The question is it's already happening. The question is it's already happening. The question is not whether your customers are going to not whether your customers are going to not whether your customers are going to use them. use them. use them. It's whether they find you when they do. It's whether they find you when they do. It's whether they find you when they do. So, So, So, be the answer. be the answer. be the answer. All right, Grow. Thank you so much. I All right, Grow. Thank you so much. I All right, Grow. Thank you so much. I hope you have a fantastic rest of your hope you have a fantastic rest of your hope you have a fantastic rest of your day. Thank you. day. Thank you. day. Thank you. >> [applause]