SEO vs. AIO: What You (and Your Clients) Need to Know

SEO vs. AIO: What You (and Your Clients) Need to Know

November 29, 2024 Hugo Huijer

As AI technologies like ChatGPT, Claude, and Google’s AI overviews reshape how information is accessed, traditional search engine optimization (SEO) is facing a transformative shift. Large language models (LLMs) are now deciding which brands surface in AI-driven conversations. The focus is moving beyond ranking algorithms toward a new approach: AI optimization (AIO). Let's explore what this means and how you can prepare.

What is AIO?

AIO, or AI optimization, focuses on ensuring your brand is represented in AI-generated responses. Unlike traditional SEO, which targets search engine algorithms, AIO involves optimizing for LLMs that generate answers directly from their training data and external sources. These AI responses are often more personalized and contextual, making it crucial to be part of the dataset that informs these outputs.

How is AIO different from SEO?

While SEO revolves around pleasing search algorithms (like Google’s PageRank), AIO emphasizes visibility within AI outputs. The goal is to ensure your brand is mentioned when an AI generates answers. This involves being cited or discussed in authoritative sources that AI models rely on during training.

Example: A recent partnership between Google and Reddit highlights this shift. Google pays $60 million annually for access to Reddit’s API, integrating community-driven content into its AI products. For marketers, this means discussions on platforms like Reddit could influence how AI represents your brand.

How does an LLM determine which brand to mention?

LLMs draw knowledge from vast datasets, including websites, books, and forums. The training data shapes their responses. If your brand isn’t part of these datasets, it won't appear in AI outputs.

Key strategy: Focus on building a presence in reputable sources that contribute to LLM training. This includes getting featured in news articles, authoritative blogs, and community platforms like Reddit or Quora.

We’ll dive deeper into how to ensure your brand becomes part of these datasets in a future post!

Can you optimize for different AIs?

Different AI companies use varied datasets and partnerships. Here’s how to align your strategy:

Tip: Identify where each AI sources its training data and build your brand's presence there. Prioritize platforms like Reddit, as both Google and OpenAI use it extensively.

What about augmented LLMs?

Augmented LLMs combine their training data with real-time information. For example, ChatGPT with browsing (Search mode) uses Bing’s live search results. This means:

  • SEO remains relevant: Real-time search results influence AI responses.
  • Dual strategy needed: Focus on both SEO and AIO. High-ranking content in traditional search can surface in AI-augmented outputs.

We’ll cover more about optimizing for augmented LLMs in an upcoming post!

Wrapping up

As AI reshapes how users find information, marketers must evolve beyond SEO. AIO is about ensuring your brand is part of the AI conversation. Build authoritative mentions, understand AI partnerships, and adapt your strategy for different LLMs.

Want to future-proof your agency’s approach? Stay tuned for more insights on AIO strategies.

Understand how AI is talking about your brand

Track how different AI models respond to your prompts. Compare OpenAI and Google Gemini responses to increase your visibility in LLMs.

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