<![CDATA[The Future of SEO & AEO by Eli Schwartz]]>https://www.productledseo.comhttps://substackcdn.com/image/fetch/$s_!pW1g!,w_256,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F7a8e2d1f-dd56-4fe9-828f-a9d4cd7ea573_271x271.pngThe Future of SEO & AEO by Eli Schwartzhttps://www.productledseo.comSubstackTue, 28 Jul 2026 00:57:17 GMT<![CDATA[You need to build an SEO roadmap]]>https://www.productledseo.com/p/how-to-build-an-seo-roadmaphttps://www.productledseo.com/p/how-to-build-an-seo-roadmapThu, 23 Jul 2026 18:03:20 GMTThis week’s newsletter is sponsored by Foundation Marketing and Airops.

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Most SEO teams I talk to don’t have a roadmap; they have a list of things they want to do to improve SEO. That’s just SEO busywork. The best analogy for this is a cross-country road trip. First off, as you plan this road trip, you know where you want to be and when the trip will end. The road trip itself is an adventure, so you don’t plan every stop and mile, but you have a general idea of what you plan to do. There’s plenty of room for chance and flexibility, but with a defined endpoint and milestones, you have guardrails for the adventure.

This is the way an SEO roadmap should be structured. What most teams call an SEO roadmap is akin to just getting in the car and driving. Nobody would actually do that with their vacation days. You wouldn’t burn a week of PTO by pulling out of your driveway and deciding at every intersection whether to turn left or right based on which direction looked more scenic in the moment.

[Sponsored by Airops]

Most SEO audits still check rankings. That’s the wrong instrument. Rankings don’t tell you whether AI models trust your content enough to cite it.

AirOps just published State of AEO 2026 on what actually predicts AI Search visibility, and a few numbers stood out. Pages updated in the last three months are 3x more likely to get cited than stale ones. Structured content with clean heading hierarchies sees 2.8x higher citation rates. And 85% of brand mentions in AI answers come from third-party sources, not owned pages.

The volatility data is the part worth sitting with. Brands earning both a mention and a citation are 40% more likely to resurface across answers. Most brands that drop out come back within two runs, if the signals are strong enough.

Carta saw a 7x increase in AI citations. Chime tripled theirs in four weeks.

The full report breaks down the mechanics behind both.

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SEO needs to build to a crescendo

Bringing this back to SEO, this is precisely how most SEO teams operate every single quarter: Q2 doesn’t necessarily build on Q1, and Q4 is in a completely different place from the work done at the beginning of the year. SEO without a real roadmap is just treating a list of tactics as if the accumulation of activity were the same thing as progress toward a destination.

I have seen way too many of these faux roadmaps dripping with technical SEO. They have items like "Fix some title tags." Build a few backlinks. Refresh some old blog posts. Fix 302s. Fix soft 404s. None of that is wrong, exactly, but it doesn’t help progress towards a meaningful goal. In many of my consulting engagements, I can recommend that 404s be ignored or 302s be left alone because once we have defined a goal and built a roadmap, it’s clear that this busywork was a side quest to the real journey.

A spreadsheet with fifty rows, colored by priority, assigned to owners, with deadlines attached, feels like planning and looks official, but without the direction, it is not inherently valuable. Many times, I have asked the creator of these pieces of art where the company will be in 12 months after finishing all 50 rows; they usually can’t answer with anything more specific than stronger SEO.

Like a road trip, a real roadmap starts backward from a destination that has actual business meaning attached to it, something like a revenue target or market position. On a cross-country trip, you don’t optimize for driving the most miles or visiting the most gas stations. Too many SEO teams have completely inverted this, making the stop along the way the entire itinerary and forgetting there was ever a destination.

Here’s how to make a roadmap.

Start with the destination, not the tactics, and make that destination something a CEO would recognize as real. Not “improve rankings” and not “grow organic traffic.” Pick a goal that ties to revenue, or a market position you can point to and defend. A good goal is to become the site that appears first when a specific high-value buyer begins researching a category you actually want to own. A bad goal is a keyword target you can’t really control. It’s important that you can meaningfully reach that milestone because this is a real plan, not an opportunity for an excuse that you tried and failed.

Once you have that destination, work backward and place milestones along the way that are specific enough to fail. Ideally, these are SMART milestones. (see this post) Again, like the destination, these are real goals.

A task can always get marked done. Publish the article, done. But a milestone says something like “by the end of Q2, we should see a measurable lift in signups originating from this specific category of content,” and then you have to actually go check, and sometimes the answer is that it didn’t happen, and now you have to explain why instead of just pointing at a spreadsheet full of completed rows.

Have realistic milestones

Space those milestones so each quarter actually builds on the last, rather than standing as an island. Work that happens in Q3 must be reliant on what's shipping in Q1. As an aside, this is job security both for in-house teams and agencies because once your roadmap is accepted as the gospel, you are the driver of that goal. When you just have a task list, anyone can execute that.

If you can rearrange your quarters in any order and the plan still makes the same amount of sense, you don’t have a roadmap. You have task lists that just happen to be assigned to quarters.

With a roadmap in hand, you can now revisit your task list and backlog to see what work will contribute to your destination. None of this means throwing out flexibility to do tasks because a leader asked for it and it's good for your career, but it's helpful to know what you should be doing when you own the resource. You can most definitely deviate from your roadmap, but your important big rocks are scheduled and planned.

Roadmaps aren’t fixed

The roadmap process still allows for the algorithm update that impacted the site. A team with a real destination hears about an algorithm update and asks how it affects their path to it. A team with just a task list hears the same update and panics, building an entirely new list because there was never a destination they were working towards.

The teams I work with who actually do this well can tell you, at any point in the year, exactly how far along the trip they are and why the next stretch of road makes sense given everything that came before. The teams running task lists can tell you how many things they finished. Those are two very different conversations to be having with the people who control your budget.

As we close the first month of Q3, now would be the best time to plan out what you will do to meaningfully hit your goals over the next four quarters.

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[Sponsored by Foundation Marketing]

94% of B2B buyers now use AI when researching software. So who’s AI citing when they look for tools like yours?

Well, it’s usually not you. We analyzed 57 million citations across 50 brands: only 2.2% of citations on early-stage buyer queries pointed to brand-owned domains.

Your SEO, PR, and social don’t fix this on their own. And we’ve learnt over the last 12 months that getting cited by AI is its own discipline. The Hidden Selection Phase report shows where AI pulls its answers from, and what separates the brands it cites from the ones it skips.

Download the report

Getting itchy and instead want to see where your brand stands? Book a call for a free content audit with the leading AI visibility agency for B2B.

]]><![CDATA[SEO compounding calculator]]>https://www.productledseo.com/p/seo-compounding-calculatorhttps://www.productledseo.com/p/seo-compounding-calculatorSun, 19 Jul 2026 13:35:36 GMTUse this calculator to chart the compounding of your SEO and AEO efforts

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]]><![CDATA[Click depth crawler]]>https://www.productledseo.com/p/click-depth-crawlerhttps://www.productledseo.com/p/click-depth-crawlerSun, 19 Jul 2026 13:26:06 GMTThis should help you build internal links on your site.

Email me with questions or problems accessing the script.

Getting this running takes about five minutes on any machine with Python installed, and there’s no real “deployment” required since it’s a script you run once and let finish, not a service that sits on a server.

First, confirm Python 3 is installed by running python3 --version in a terminal. Anything 3.7 or newer works fine.

Next, install the two libraries the script depends on:

pip install requests beautifulsoup4

If that fails with a permissions error, add --user to the end of the command, or set up a virtual environment first with python3 -m venv venv followed by source venv/bin/activate on Mac or Linux, or venv\Scripts\activate on Windows, then run the pip install again inside that environment.

Save the script file somewhere accessible, then run it against the site in question:

python3 click_depth_crawler.py https://yoursite.com

That’s the whole deployment. It runs locally on whatever machine you launch it from, whether that’s a laptop or a server you SSH into, and it reaches out to the target site over normal HTTP requests the same way a browser would, so there’s nothing to install on the site’s side and no code to add to the site itself.

A few flags matter depending on the size of the site. For anything with more than a couple thousand pages, raise the ceiling before running: python3 click_depth_crawler.py https://yoursite.com --max-pages 10000. If the crawl feels too slow, the delay between requests can be lowered with --delay 0.1, though pushing it too aggressively risks tripping rate limiting or bot protection on the target site, so raise it in small increments rather than dropping straight to zero. Output lands in a file called click_depth.csv in whatever folder the script was run from, unless a different name is specified with --output filename.csv.

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]]><![CDATA[AEO citations need to echo reality]]>https://www.productledseo.com/p/citations-need-to-echo-realityhttps://www.productledseo.com/p/citations-need-to-echo-realityThu, 16 Jul 2026 13:19:13 GMTThis week’s newsletter is sponsored by Foundation Marketing and Omnia

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Recently, a company showed me the agency scope they were working on to build citations for AEO and asked me my opinion on whether it would work. A citation is any piece of content out in the world that an LLM reads and treats as evidence about a brand. The scope as they had it set was, at least in my view, a huge waste of money. It wasn’t going to lead to a penalty because the bar for an LLM penalty is likely extremely high, if one exists, but it also wasn't going to achieve what they expected.

This particular company had been spending a significant budget on accruing citations, and to date, none of their work had changed how LLMs described their business and products. The problem was not where they placed their citations but in what the content they cited said about them.

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They had written content that described a version of the brand that didn’t quite exist. Without giving away too many details, this is a business that is NOT widely loved by their customer base. Their customers used their products because it sort of suited their needs, but they weren’t truly happy. In a sense, their citations claiming that the amazing features of their products were loved by all were not a reality; they were just aspirational. The models ignored their citations because the organic training material and citations about their brand said otherwise. The LLMs weren’t wrong to ignore their planted citations in favor of what already existed on the web.

SEO thinking doesn’t work for AEO

This is a mistake I see constantly in AEO work right now, and it comes from people carrying over a bad habit from the SEO era. In traditional SEO, you could describe your product as more than it was, and it worked just fine because a page ranking for a keyword didn’t have to withstand any scrutiny from an AI model with a reality filter.

LLMs think. They don’t just take what is on your page at face value and then rank you for that keyword or prompt because you said it. If you aren’t the best pizza shop, plumber, or SaaS company, you aren’t going to be recommended as the best just because your title tag said “best” and on-page keywords say you are the best.

LLMs form an understanding of a brand from the accumulated weight of everything written about you across the web, and no single piece of citation content, even if it's somehow placed on the most authoritative site, is going to override that accumulated weight if it contradicts it. Ten articles painting a brand as the best option in a category won't matter if a hundred independent reviews say otherwise. The model counts votes, and the planted ones are a small minority.

It’s important to be blunt about what this means because many consultants and AEO tools are selling something close to the opposite. The value of citation efforts is not to construct a new reality about your brand and manipulate the model toward believing it. LLMs that process millions of signals, both about what they read on the web combined with what they think the user is asking, aren’t going to suddenly change their opinions because a handful of Reddit threads say something different.

Extend the brand with citations

Successful citation work is about informing the models about what you do well if they aren’t already aware of it. The role of a citation is not to create a new reality. If you are not perceived as doing well at the thing you claim, you need to fix it before you claim it.

From this standpoint, AEO is very unlike SEO. While I believe great SEO lives in creating a product for the search user, product-led SEO, SEO can still live in a vacuum without strong collaboration with the people that built the product. An external SEO agency can be successful without any access to product teams and existing search data. An agency or internal team can manipulate search signals to achieve a traffic goal even when the product doesn’t deserve it. AEO is as cross-functional as it gets.

AEO efforts need to involve product teams to ensure the product is presented the way the company wants it to be in LLMs. AEO relies heavily on its brand marketing teams to create a brand perception that aligns with what the company wants to be. AEO is not just a marketing function. AEO is most definitely not SEO 2.0.

AEO is not performance marketing

AEO is not persuasion through marketing in the traditional sense. You’re not trying to convince a skeptical human to buy something through creative framing. You’re trying to make sure a system that’s already going to form an opinion about you, using thousands of sources you don’t control, has the clearest possible view of the sources you do control. This is why, unlike traditional SEO, which might not even require a website, AEO requires you to own your sources.

Whatever your sources are, owned or organic, the LLMs will only recommend you if they are true. As LLMs get smarter, they will also get better at cross-referencing at scale. So, deep diving into one particular citation source, whether it's media, social media, or a partnership effort, is doomed to fail if the citations don’t reflect reality.

Yes, there are things that work right now for manipulating citations, but unlike traditional SEO, where known spam can outlast Google updates for years, this will not be the case in the long term in AEO. Change in an AI world is fast. Loopholes will close in months, not years.

Now is the time for action

The brands that will still be well represented in AI answers three years from now are the ones that used this period of AI confusion to ensure the model’s understanding matches the actual value they deliver.

So before you spin up a citation effort, the guiding question isn’t “what do we want the model to say about us.” It’s “what does the Internet already say about us, and where is the gap between that and what we wish they said?”

(Use the audit template linked above)

When the gap is due to good work not being well documented, citations will help close that awareness gap. When the gap is that the underlying product or service doesn’t yet match the story you want told, citations that are just marketing won’t have the effect you want. No amount of structured content, entity markup, or third-party outreach will be more effective than actually building the thing you’re claiming to have already built.

Fix your product, not your marketing.

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[Sponsored by Foundation Marketing]

94% of B2B buyers now use AI when researching software. So who’s AI citing when they look for tools like yours?

Well, it’s usually not you. We analyzed 57 million citations across 50 brands: only 2.2% of citations on early-stage buyer queries pointed to brand-owned domains.

Your SEO, PR, and social don’t fix this on their own. And we’ve learnt over the last 12 months that getting cited by AI is its own discipline. The Hidden Selection Phase report shows where AI pulls its answers from, and what separates the brands it cites from the ones it skips.

Download the report

Getting itchy and instead want to see where your brand stands? Book a call for a free content audit with the leading AI visibility agency for B2B.

]]><![CDATA[AEO killed the metrics that hid poor SEO]]>https://www.productledseo.com/p/aeo-killed-the-metrics-that-hid-poorhttps://www.productledseo.com/p/aeo-killed-the-metrics-that-hid-poorThu, 09 Jul 2026 12:57:26 GMT

This week’s newsletter is sponsored by North Star Inbound and Semrush

  • (Sponsored) AI Search Has Ads Now. Is Your Brand In Them, Or Missing? Trendos Ad Radar - see who’s buying placement inside ChatGPT, get their ad copy, plus AI visibility data. Free, 100 prompts.

  • Paid subscribers can access this post and TAM calculator and this template to share goals wi…

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]]><![CDATA[Programmatic vs Editorial SEO in an AEO world]]>https://www.productledseo.com/p/programmatic-vs-editorial-seo-inhttps://www.productledseo.com/p/programmatic-vs-editorial-seo-inThu, 02 Jul 2026 12:05:46 GMTThis week’s newsletter is sponsored by North Star Inbound and Semrush

  • (Sponsored) Turn the Web Into A Data Pipeline. Generate Your API, in Minutes. Scraper Studio - launching today from Bright Data turns any public website into a hosted data API from a single prompt.

  • (Sponsored) AI Search Has Ads Now. Is Your Brand In Them, Or Missing? Trendos Ad Radar - …

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]]><![CDATA[Stop writing blog posts and calling it SEO]]>https://www.productledseo.com/p/stop-writing-blog-posts-and-callinghttps://www.productledseo.com/p/stop-writing-blog-posts-and-callingThu, 25 Jun 2026 09:08:45 GMT

This week’s newsletter is sponsored by North Star Inbound and Surfer

  • (Sponsored) Turn the Web Into A Data Pipeline. Generate Your API, in Minutes. Scraper Studio - launching today from Bright Data turns any public website into a hosted data API from a single prompt.

  • Paid subscribers can download this content ROI calculator

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]]><![CDATA[Does AEO need technical SEO?]]>https://www.productledseo.com/p/the-role-of-technical-seo-in-aeohttps://www.productledseo.com/p/the-role-of-technical-seo-in-aeoThu, 18 Jun 2026 13:41:13 GMTThis week’s newsletter is sponsored by North Star Inbound and Airops

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]]><![CDATA[AEO & SEO on brand terms needs brand efforts ]]>https://www.productledseo.com/p/visibility-on-brand-terms-needs-brandhttps://www.productledseo.com/p/visibility-on-brand-terms-needs-brandThu, 11 Jun 2026 06:25:07 GMTThis week’s newsletter is sponsored by North Star Inbound and Semrush

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]]><![CDATA[Who should you hire for AEO?]]>https://www.productledseo.com/p/who-should-you-hire-for-aeohttps://www.productledseo.com/p/who-should-you-hire-for-aeoThu, 04 Jun 2026 09:14:57 GMTThis week’s newsletter is sponsored by North Star Inbound and Semrush

  • Check out my recent podcast with Siege Media, where I dove deep into the topic of today’s newsletter

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]]><![CDATA[Do you have search market fit for AEO/SEO?]]>https://www.productledseo.com/p/do-you-have-search-market-fit-for-f65https://www.productledseo.com/p/do-you-have-search-market-fit-for-f65Thu, 28 May 2026 18:53:57 GMTThis week’s newsletter is sponsored by North Star Inbound and Airops

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]]><![CDATA[Google I/O 2026: What you need to know for SEO /AEO]]>https://www.productledseo.com/p/google-io-2026-what-you-need-to-knowhttps://www.productledseo.com/p/google-io-2026-what-you-need-to-knowWed, 20 May 2026 20:44:18 GMTThis week’s newsletter is sponsored by North Star Inbound and Airops

  • Paid subscribers can see all my videos and photos from I/O at the end of this email

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]]><![CDATA[SEO is a product, AEO is brand]]>https://www.productledseo.com/p/seo-is-a-product-aeo-is-brandhttps://www.productledseo.com/p/seo-is-a-product-aeo-is-brandThu, 14 May 2026 10:33:40 GMTThis week’s newsletter is sponsored by North Star Inbound and Semrush Enterprise

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Every CEO I know has done the same thing in the last two years. They opened ChatGPT, typed in their company name, didn’t like what came back, and then emailed the SEO team or agency to fix it. For the leaders I have had this conversation with, I have been able to redirect their efforts. This post is for everyone else.

[Sponsored by Semrush Enterprise ]

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Global businesses operate under relentless pressure. But LTM Interactive successfully juggled more clients, growing expectations, and tighter margins by consolidating their search operations into Semrush for Enterprise.

After cutting fragmented tools and turning wasted manual work into more value for clients, their teams improved search project ROI +400%. See how Semrush for Enterprise helped enable this.

Read LTM’s full story

That instant reaction makes sense on the surface. SEO is about visibility in search, LLMs are the new search, voila, the SEO team owns the problem. The logic checks out. It is also completely wrong, and this thinking risks making things worse.

Marketing has always owned SEO

This isn’t just an AI issue; it begins with putting SEO in a marketing org. One of the many reasons a company leaves its SEO potential unfulfilled is that it inadvertently silos the person responsible for SEO, leaving the SEO manager as a marketing individual contributor who must go through their marketing lead to get anything done.

The marketing lead then needs to negotiate for bandwidth on the product and engineering teams to get anything done. This organizational placement about where SEO even sits, especially at a time when the industry is being rewritten, pollutes every resourcing decision and budget conversation.

The organizational structure of SEO as marketing leaves the team without the authority to get things done. An SEO team that can write code has always been rare. Therefore, the best an SEO team can do is make requests of other teams, and those requests are not requirements.

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]]><![CDATA[The personalized Internet is here]]>https://www.productledseo.com/p/the-personalized-internet-is-herehttps://www.productledseo.com/p/the-personalized-internet-is-hereThu, 07 May 2026 13:15:31 GMTThis week’s newsletter is sponsored by North Star Inbound and Semrush Enterprise

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]]><![CDATA[Use TAM to forecast SEO/AEO]]>https://www.productledseo.com/p/how-to-forecast-seoaeo-growth-withhttps://www.productledseo.com/p/how-to-forecast-seoaeo-growth-withThu, 30 Apr 2026 09:06:49 GMTThis week’s newsletter is sponsored by North Star Inbound and Peec AI

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]]><![CDATA[SEO without a hypothesis is just a to-do list]]>https://www.productledseo.com/p/seo-without-a-hypothesis-is-justhttps://www.productledseo.com/p/seo-without-a-hypothesis-is-justThu, 23 Apr 2026 13:08:23 GMTThis week’s newsletter is sponsored by North Star Inbound and Airops

  • Paid subscribers can download my THRICE prioritization template here.

  • Finchling helps PR teams find story opportunities before their competitors do by scanning the news, filtering the noise, and surfacing the stories worth reacting to, along with why they matter and angles to pitch. Try …

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]]><![CDATA[Prioritize SEO efforts like a pro with THRICE]]>https://www.productledseo.com/p/prioritize-seo-efforts-like-a-prohttps://www.productledseo.com/p/prioritize-seo-efforts-like-a-proThu, 16 Apr 2026 10:18:24 GMTThis week’s newsletter is sponsored by North Star Inbound and Conductor

  • Paid subscribers can download my THRICE prioritization template here.

  • Finchling helps PR teams find story opportunities before their competitors do by scanning the news, filtering the noise, and surfacing the stories worth reacting to, along with why they matter and angles to pitch. …

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]]><![CDATA[AEO is not SEO 2.0]]>https://www.productledseo.com/p/aeo-is-not-seo-20https://www.productledseo.com/p/aeo-is-not-seo-20Thu, 09 Apr 2026 18:49:05 GMTThis week’s newsletter is sponsored by North Star Inbound and Semrush Enterprise

  • Paid subscribers can use this brand visibility checklist to assess if they are hitting the right notes for LLM visibility

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The comparison between SEO and AEO is a trap. It’s easy to look at both and see an LLM response as search results of 2026, but that logic is wrong, and this flawed reasoning is why so many are currently optimizing for a user journey that does not exist in an AI-first world.

[Sponsored by Semrush Enterprise]

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Rankings don’t exist in LLMs

You cannot swap your search rankings for visibility or share of voice in an LLM because the mechanics of the user’s experience have fundamentally changed. This is not an algorithm update that requires a minor tweak in how you structure reporting dashboards from ranking to prompt visibility.

Instead of positioning in search results for a specific keyword, the search UI has shifted to a disaggregated presence across prompts you can never predict or monitor. In short, there is no list of keywords to rank for. There is no page one because the surface area of visibility is now infinite. In an AI response, the click is no longer the desired KPI; therefore, the conversion funnel and SEO strategy built around it have lost their front door.

SEO was always about search engine visibility NOT rankings. Every technical optimization, keyword, and internal link was designed to encourage the Google algorithm to place a URL in the results, thereby initiating a conversion funnel. AEO collapses that model completely.

When an LLM synthesizes ideas it has scraped from around the web into a direct answer, the user gets what they need without ever visiting a site: content is being used to answer questions customers are asking, and most sites will never see a session in analytics for it. The visibility might still happen, but it doesn’t mean anything if the user’s needs have been met.

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]]><![CDATA[Agent-led SEO will uplevel SEO execution]]>https://www.productledseo.com/p/agent-led-seo-uplevel-seo-executionhttps://www.productledseo.com/p/agent-led-seo-uplevel-seo-executionWed, 01 Apr 2026 15:01:25 GMTThis week’s newsletter is sponsored by North Star Inbound and Semrush Enterprise

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]]><![CDATA[THRICE Template for SEO Prioritization ]]>https://www.productledseo.com/p/thrice-template-for-seo-prioritizationhttps://www.productledseo.com/p/thrice-template-for-seo-prioritizationWed, 01 Apr 2026 07:10:00 GMTTHRICE allows you to score and prioritize any initiative openly and on a standardized format. When you do this transparently, you can “show your work” of why something matters in the big picture and then even score diplomacy points by letting go of things that don’t score high enough.

When you walk into a meeting and say, “I would really like to do this particular project, but it didn’t score as well as YOUR project in our THRICE framework,” you are banking political capital and showing that you are a team player.

Paid subscribers can download the template below.

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