What ACTUALLY works in AI search for business

Based on my chat with Aja Frost (Head of Global Growth & Paid at HubSpot)

  1. Create digestible content for AI in these top 3 platforms

  2. Answer first, detail later (BLUF)

  3. Questions in section headers

  4. TL;DR + FAQ sections

  5. External links

  6. Schema markup

  7. Constant updates

Top 3 platforms AI is citing most

  1. LinkedIn

  2. Reddit

  3. YouTube

If you want AI to surface your brand, you need to be active on these or get content creators to make content about your business.

Is SEO dead?

  • We still need SEO so people can find your website directly

  • Google isn't dead: when we know what we want, we still use Google because it's faster than asking AI

  • AI is for the early-stage research phase: when we're comparing options or unaware of solutions, this is where forums and platforms (LinkedIn, Reddit, YouTube) become critical for AI to surface your brand

AI vs Google (use both)

AI = early funnel, exploration, comparison

Google = late funnel, "I know what I want"

Google isn't dead. It's faster when you know the answer you want.

The mental model:

  • AI = early funnel, exploration, comparison

  • Google/SEO = late funnel, intent-driven, "I know what I want"

  • You need both

Surprising trend:

Blogs now get low human traffic BUT high AI traffic.

B2B is now B2Bot2C

The bot is the new intermediary between you and the customer.

What doesn't work

  • Markdown formatting (no proof it helps)

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