How AI Is Transforming Website Content and Digital Marketing
June 10, 2025
I think you will agree with me when I say that AI (Artificial Intelligence) is playing an increasingly significant role in our lives, especially in the arena of website content and digital marketing
In this article, I will discuss the foundation of all content marketing and reputation building campaigns: SEO (Search Engine Optimization), and it’s replacement AIEO (Artificial Intelligence Engine Optimization).
As AI continues its natural progression to collect and organize data to improve workflows, it sees a foregone conclusion that it will replace SEO since the entire web infrastructure is being integrated with varying degrees of AI functions.
SEO is designed to improve a website’s visibility and ranking on traditional search engine results pages (SERPs) by optimizing for a wide range of keywords and content types. It targets broad search queries, including informational, transactional, and navigational intents, to drive organic traffic to websites.
AIEO is specifically designed to optimize content for AI-driven platforms, such as voice assistants and AI-generated search summaries. The goal is to deliver precise, context-aware, and conversational answers that AI systems can easily extract and present directly to users, often bypassing traditional click-throughs.
In the beginning, the web was driven by content which is why SEO has been so instrumental in defining what is available. Today we see the web evolving, as it will continue to do over time, which makes the new structure of AIEO more versatile and powerful. Why? This is because AIEO can easily digest the overwhelming amount of website content from billions of sites seeking global, national, or local reach to connect with their potential and targeted customers.
At this link you will find FAQ on SEO versus AIEO.
Content Marketing Shift
Strategies to design your content to engage your potential customers will remain. However, the techniques to make your content effective, aka engaging, are morphing rapidly.
SEO relies on comprehensive, keyword-rich content that covers topics in depth to satisfy a variety of user intents. It involves long-form articles, blog posts, and detailed pages designed to rank well on search engines.
AIEO prioritizes concise, structured, and natural language content that directly answers specific questions. It uses formats like FAQ schemas, bullet points, and short paragraphs optimized for AI comprehension and voice search.
What this means to a business owner is they must keep their content aligned to solving problems for potential customers. That there will not ever change.
AI is the recognized method, according to tech giants who run the web, to organize and deliver the countless volumes of website data. This is what I learned last week over dinner from a few friends who work for those tech giants. I was curious about their “inside” view on the future of SEO.
Potential customers want the benefits of using your services quickly, in easy to read formats. Your website content must be understood by AI platforms and software to be valued as a credible resource and included as a response in a potential customer's voice search.
Measurements Are Shifting
Building website content is taking on new methods to maximize AIEO.
SEO techniques include keyword research, on-page optimization, backlink building, improving site speed, mobile-friendliness, and enhancing user experience to increase rankings and organic traffic.
AIEO emphasizes structured data markup, natural language processing (NLP), voice search optimization, and creating content that AI assistants can easily parse and present as featured snippets or direct answers.
As an example, your new AIEO content will be shifting from SEO methods with the goal of producing your website as a specific "source" in LLM model.
Your business benefits by being presented as an answer provided by AI and thus driving back traffic to your website.
A Large Language Model (LLM) is an advanced type of artificial intelligence trained on vast amounts of text data to understand and generate human-like language. It uses machine learning to process and predict text, enabling tasks like answering questions, summarizing.content, and generating articles. Examples include models like Grok, ChatGPT, Gemini, and Perplexity.
This is the rub. For a business website to become listed or referenced by an LLM, it’s not about traditional ranking on search engine results pages (SERPs) but rather about ensuring the content is discoverable and relevant to the LLM.
Common questions SEO versus AIEO are math this link.
Website Tool To Boost Relevance
Chatbots and virtual assistants are crucial for delivering personalized support with AI because they combine advanced technologies like natural language processing (NLP), machine learning (ML), and continuous adaptive learning to provide intelligent, context-aware, and user-centric interactions.
A very effective method to begin aligning your website with AIEO is by installing a chatbot that serves two purposes. It’s an alternative to your contact page and makes it much easier to control spam entries using chatbot controls you can tailor to your needs.
That information can be an FAQ on products and services. It could be your process and procedures on specific topics related to how you do business. Another area is handling common questions about your ordering process or simply laying out your customer service policies.
Installing this type of chat bot on your website is adding NLP functions into your marketing arsenal. Your labor is setting up the chat bot with you FAQ and other info and keeping it updated. When someone uses your chat bots their interactions are recorded. You can use that information to help tweak your answers or website content. Be sure to update your privacy policy to let visitors know about your chatbot functions.
Below are four chat bot selections. Most require a subscription which depends on the level of functionality you are looking to use. All have a free plan with limited features and conversations.
Tidio
Known for its user-friendly interface and multichannel support (e.g., Messenger, WhatsApp),
Zapier Chatbots
This is a no code platform allows you to connect the chatbot to other tools in your tech stack, which is ideal for automating tasks like lead generation.
Landbot
This is a no code builder with templates and analytics features help you optimize user engagement.
Chatbase
A straightforward bot for non technical users, allowing you to train the chatbot with your website content or documents.
3 Steps To Move Forward
These are effective steps to build your campaign using your SEO to expedite AIEO.
1. Publish Quality Content.
SEO: Relies on keyword-dense articles, blog posts, and optimized landing pages to attract search bots.
AIEO: Prioritizes comprehensive, question-answering content (e.g., FAQs, tutorials) and structured data to be cited by LLMs.
2. Drive Traffic To Your Website
SEO: Drives traffic via clicks on SERP listings.
AIEO: Generates traffic indirectly by being referenced in LLM responses, potentially increasing brand visibility and backlinks.
3. Build Your Reputation
SEO: Relies heavily on backlinks from high authority, aka domain authority, sites.
AIEO: Focuses on digital PR, citations from reputable sources, and establishing expertise to enhance LLM recognition.
Both SEO and AIEO are technology centric. SEO is about ranking and driving clicks on search engines, while AIEO is about being a credible source in AI-generated answers, reflecting the shift from traditional search to LLM-driven information retrieval. Start with your existing SEO with a longer term goal of achieving AIEO.
Summary
I found something interesting the other day.
While search "AIEO" topics in Grok and Perplexity I had many answers and ideas presented. However, when I search in Google Search the response was AIEO is not really necessary nor used very much.
Whats interesting is that I know people in large Ad Agencies that are moving their clients to AIEO methods. Would they be doing that on a whim?
That seems to be a pretty clear function, or lack of, for one reason or another. Take from it what you will.
My intention is that you learned something to benefit your business website operations and online marketing knowledge with this article. If this content was not helpful to you, send me an email and tell me.
~ Steu Mann
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