It’s hard to believe search engine optimization (SEO) has been a “thing” for nearly 30 years. In the early days, we realized a captive audience opportunity existed, and web developers were leading the way with testing ways to improve visibility in search engine results. When Brasco launched in 2009, a core focus for us was web marketing and SEO. During that time, tactics such as “keyword stuffing” and link building worked. Today, SEO remains essential for business growth, and the rapid adoption of AI-powered search tools is reshaping how people get information online.
In 2026 and into the near term, it’s important to know how different audiences are using search and how that integrates into a decision-making process or a buyer’s journey. At a high level, a customer decision process may look something like this:
- Research & Discovery - they are trying to determine what they need and are beginning to look for answers to high-level questions; This is where AEO fits in.
- Education & Understanding - they need more information and may be starting to explore offerings; This is where they are looking to make a conclusion on direction.
- Ready for Action - they are ready to begin actively searching for a product or service solution provider. This is when they are ready to find a destination and may be directly searching for partners - SEO.
Don’t let the jargon confuse you; SEO and AEO go hand in hand. Think of SEO as building the foundation of your digital presence. It ensures your site is authoritative, clean, and trusted. AEO is how you pack and organize helpful informational content in an “answer-first”, structured format for AI engines.
So, is AEO replacing SEO? The short answer is NO. Do they work together? Yes.
In a 2026 case study, HubSpot reported becoming the most visible CRM brand in AI search, resulting in an 1,850% increase in qualified leads generated from AI-powered platforms. This demonstrates that visibility within AI-generated answers is quickly becoming a meaningful source of business growth rather than simply an emerging marketing trend.
What AEO Strategies should we consider in 2026?
Your AEO strategy in 2026 should focus on making your content easier for AI platforms to understand, trust, and reference when answering user questions. Instead of simply ranking for keywords, businesses must create content that directly addresses user intent, provides clear answers, and demonstrates authority.
AI tools are increasingly pulling information from trusted websites to formulate responses. Brands that consistently publish high-quality, structured content are more likely to become part of these AI-generated conversations.
Many users are now turning to AI assistants first when researching products, services, or solutions. Rather than searching "best marketing agency near me" and browsing multiple websites, a user may simply ask an AI chatbot for recommendations. As users turn to platforms such as ChatGPT, Gemini, Perplexity, and AI-powered search experiences within Google, brands that are cited and referenced by these systems are gaining valuable exposure at critical decision-making moments.
A couple of foundational questions to ask before going too far with AEO:
- Do I have a strategy for how I want SEO and AEO to play a role in my marketing?
- Is my website set up with a good SEO foundation?
- Do I have a content strategy, and what do I want to be visible for? What thought leadership am I attempting to establish?
Clarifying some of these questions can help you make sure you have a direction for SEO and AEO tactics.
How to Build Effective AEO Strategies in 2026
Create Content That Answers Real Questions
Answer engines thrive on clear, direct information. Businesses should focus on creating content that addresses the exact questions their audience is asking.
Consider incorporating:
- How-to guides
- Industry insights
- Comparison articles
- Thought leadership content
When content provides concise answers supported by deeper context, it becomes more useful to both users and AI systems.
Prioritize Expertise and Authority
AI platforms favor trustworthy sources. Demonstrating expertise through original insights, case studies, research, and professional experience can improve your chances of being referenced.
For brands like Brasco ///, showcasing real-world marketing expertise, client success stories, and industry knowledge helps reinforce authority while creating valuable resources for potential clients.
Structure Content for AI Readability
One of the most important AEO strategies in 2026 is making content easy to interpret.
Best practices include:
- Clear headings and subheadings
- Short paragraphs
- Bullet points and numbered lists
- Descriptive page titles
- Well-organized content hierarchy
- Schema markup where appropriate
Structured content helps AI systems quickly identify key information and increases the likelihood of citation.
Measure What AI Platforms Are Saying About Your Brand
One of the most significant differences between SEO and AEO is the ability to measure how often your brand appears in AI-generated responses.
A benefit of Brasco becoming a HubSpot Platinum Tier Partner is that we receive additional access, support, and education from a leader in the industry. HubSpot's 2026 research highlights several emerging metrics marketers should monitor, including:
- AI citations and references
- Share of voice across AI platforms
- Brand sentiment within AI responses
- Prompt visibility for high-intent searches
- AI-driven referral traffic and conversions
As AI search continues to evolve, organizations that actively track these indicators will gain a better understanding of how their brand is perceived and recommended across answer engines.
Continue Investing in SEO Fundamentals
AEO is not replacing SEO; it is building upon it.
Strong technical SEO, quality backlinks, page speed optimization, and keyword targeting remain critical factors in online visibility. In many cases, the websites cited by AI platforms are already demonstrating strong SEO performance.
The most successful digital marketing strategies combine both SEO and AEO strategies in 2026 to maximize visibility across traditional search engines and AI-powered platforms.
The Future of Search Belongs to Helpful Content
As AI continues to transform the search landscape, one principle remains unchanged: helpful content wins.
Businesses that consistently publish informative, trustworthy, and user-focused content will be better positioned to earn visibility regardless of how technology evolves. Whether a customer discovers your brand through Google, an AI assistant, or a featured snippet, the goal remains the same: provide the best answer.
Ready to Improve Your AI Search Visibility?
We often say “plan then execute”. Brasco /// helps organizations establish a plan for SEO and AEO, to ensure it is tied to your broader business goals and marketing strategy first. Then we execute and manage campaigns, optimize website content, and help you increase visibility across search engines, AI platforms, and emerging digital channels.
Contact our team to ask questions and learn more!