From SEO to AEO: Why Communicators Are Key to the Future of Online Visibility
As AI reshapes the digital landscape, two recent Forbes articles deliver a powerful message: traditional SEO is losing its edge. Joe Toscano warns that "AI is destroying SEO" and replacing it with Answer Engine Optimization (AEO), while Lutz Finger reports that content surfaced by large language models (LLMs) converts at a rate nine times higher than traditional search results.
These signals suggest what some communicators may have only started to realize: we’re entering a new era in which answerability, trust, and clarity become the real levers of online visibility.
What is AEO and why is it replacing SEO?
Answer Engine Optimization (AEO) focuses on optimizing content to be selected and surfaced directly by AI-powered tools, most notably ChatGPT. Unlike traditional SEO - which aims to rank high on search engine results pages - AEO is about being the most credible, concise, and contextually relevant answer to a user’s query.
Ranking is no longer about position on a list - it's about being the answer. That means formats, tone, and trust signals matter more than keyword density or backlink volume.
How AI is changing the way we search, click, and trust
AI-driven interfaces are compressing the search experience. Instead of scanning multiple links, users increasingly rely on a single AI-generated response. This shift means fewer clicks, less tolerance for ambiguity, and greater weight placed on clarity and authority.
In this compressed attention economy, being present isn’t enough. You must be the answer. And that answer must be both credible and immediately useful. The data Finger cites underscores this: content delivered by LLMs not only reaches users faster - it converts better, because it feels tailor-made, filtered, and trustworthy.
Why communicators are better suited for AEO than SEO experts
This is where communication professionals have a unique advantage.
Media strategists, PR professionals, and narrative designers are trained to translate complexity into clarity, shape perceptions, and build credibility over time. These are not just soft skills - they are the core ingredients of content that AI recognizes as trustworthy and contextually rich.
AEO doesn’t reward hacks or keyword stuffing. It rewards well-structured responses, semantic coherence, and content that reflects intentional authorship. Communicators know how to position voices, frame expertise, and embed meaning, not just metadata.
How can brands adapt to stay visible and credible?
To thrive in this new context, brands need to evolve their visibility strategy from chasing rankings to cultivating relevance. That starts with creating content that is both discoverable and directly usable by AI systems. Think of it as designing for machines that read like humans.
This means prioritizing clarity in structure (headers, clean Q&A formats), building in trust signals (citations, expert quotes, traceable sources), and aligning every piece of content with a broader reputation narrative. Visibility becomes a consequence of strategic clarity, not just technical optimization.
Imagine a brand that publishes a thoughtful FAQ addressing common misconceptions in its sector. Not only is that content useful for users - it’s also prime material for AI to surface in response to queries. That’s AEO in practice: answering with purpose.
Key Takeaways
Traditional SEO is being overtaken by AEO as AI tools dominate information retrieval.
Communicators have the skills and mindset to lead in this new environment.
Brands must adapt by creating content that is answerable, credible, and strategically structured.
Published on September 6, 2025