The discussion centers on the evolving landscape of SEO and answer engine optimization (AEO), particularly regarding the impact of AI and LLMs. Ethan Smith, a previous guest and expert from Graphite, shares data indicating that while LLMs are growing rapidly, traditional SEO traffic remains stable. He argues that SEO is not dying but rather expanding alongside AEO, advising marketers to integrate both into a single, holistic strategy. Smith suggests that early-stage companies can leverage AEO for quicker impact through offsite mentions, whereas SEO benefits larger companies with established authority. The conversation also explores tactics for visibility in LLMs, emphasizing the importance of answering specific user questions and optimizing help center content.
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