Key Takeaways
- There is a first-mover advantage: Early movers will likely emerge as leaders over the next year, similar to early influencers on Instagram or TikTok.
- Don’t pick one offsite channel for AEO, pick all of them, the more the better. Video, UGC, Reddit, Affiliates, Partnerships, PR.
- The less entertaining your category, the more interesting video is because less entertaining categories are less crowded in video. The is counter intuitive but true. This is especially true for B2B and complex specialized products.
AEO for Video Creators
- Top-cited domains are increasingly UGC and video content platforms.
- LLMs make strategic decisions favoring content from real people rather than companies.
- Video is especially interesting because LLMs don’t yet have full context of video content. As that unlocks, it becomes an even more valuable dataset.
- Human content is heavily favored in Google Search and ChatGPT over AI-generated content.
Debunking Myths
- Myth #1: LLM usage increasing means search is declining: New channels like TikTok, Instagram, or AI search are additive and do not replace existing channels.
- Myth #2: Only a few domains matter (Reddit, YouTube, etc.): Both Google and LLMs source from a wide variety of domains.
- Myth #3: Each new channel is completely different: All are search and discovery engines at their core. Fundamentals remain the same, identify what people are asking and create content that meets those needs.
Actionable Strategy
- Gather insights from real customers: ask how they found you, what questions they had, and what made you unique.
- Create content reflecting customer language and questions.
- Example: For a Pilates studio in New York, target “Pilates alternatives in New York,” appear in listicles and roundups, and create landing pages and videos describing your offering.
- Repurpose content across multiple channels: videos, Reddit posts, and other assets can be reused to maximize visibility.
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