Moving From SEO to AEO: How to Protect Your Brand in the Age of LLMs

Posted April 28, 2026 in FSM Podcast Resources, HubSpot, Software by Anna Farley

Traditional search engine optimization is changing because buyer behavior is shifting. Instead of only using Google to find a list of websites, many people are now turning to large language models (LLMs) like ChatGPT or Gemini to do their research. This shift is moving the industry toward answer engine optimization (AEO), where the goal is to ensure your brand is the one being recommended by these AI engines.

The difference between ranking and being the answer

In the old model of SEO, success was measured by your ability to rank on page one for specific keywords through backlinks and meta descriptions. AEO is different because it focuses on how LLMs describe your brand, your credibility, and the sentiment they attach to your business. It’s no longer enough to just show up in a list; you want to be part of the direct answer an AI gives when a prospect asks for the best solution in your category.

Tracking brand visibility with Xfunnel

HubSpot addressed this new frontier by acquiring Xfunnel, which provides tools specifically designed for the AEO landscape. This technology allows you to track a brand visibility score and perform sentiment analysis to see how AI models are portraying your company. You can identify your brand mentions to understand where you currently stand in the eyes of these digital engines.

Managing sentiment in a black box

The stakes are high because if an AI model describes your company as “overkill” for your target market, you could lose an entire segment of potential customers without ever knowing why. AEO tools help you see if an LLM is providing correct details and citations about your brand so you can build a targeted strategy to improve that perception. It’s about maintaining power over your brand voice as you leverage new HubSpot AI agents to interact with customers.

Adapting your marketing playbook

Transitioning to an AEO-focused strategy requires a shift in focus toward high-quality, contextual data that AI models can easily digest. This involves moving beyond static databases and into dynamic environments where your customer history and unique business value are clearly defined. To stay ahead, you should prioritize your business outcomes to ensure your marketing spend is actually driving visibility.