In a recent LinkedIn post, Ross Simmonds challenges conventional wisdom around content creation for artificial intelligence (AI) visibility, arguing that the path to recognition by AI engines lies not in producing more content, but in strategically restructuring existing material. Simmonds, a prominent voice in digital marketing, contends that the current landscape requires a shift in focus from traditional Search Engine Optimization (SEO) to what he terms “AI Engine Optimization” (AEO).
The core of Simmonds’ argument is that AI engines operate differently from traditional search algorithms. While SEO aims to rank content, AEO, as he defines it, seeks to get content cited by AI. This fundamental difference, he suggests, means that many teams are still operating under outdated strategies.
“Nobody wins AI visibility by writing more content. They win it by restructuring what they already have so AI engines can actually cite it.”
Simmonds elaborates on this distinction, highlighting the divergent goals of SEO and AEO. He posits that the rules of engagement are changing, and adherence to old methods will prove ineffective in the new AI-driven environment. According to Simmonds, the focus must shift from mere presence to demonstrable authority and cite-ability within AI models.
The Shift from SEO to AEO
Ross Simmonds emphasizes that the objective for marketers needs a significant re-evaluation. The traditional goal of achieving high rankings in search engine results pages (SERPs) is being complemented, and in some ways superseded, by the need for AI systems to recognize and reference a brand’s content. This involves a more nuanced approach to content architecture and data presentation.
Optimizing for Citation
As Simmonds points out, the key lies in making content accessible and understandable to AI. This means ensuring that information is well-organized, clearly attributed, and presented in a structured format that AI algorithms can easily parse and integrate into their knowledge bases. He frames this as a strategic imperative:
“That’s the whole game right now. SEO optimizes for a ranking. AEO optimizes for a citation. Different target, different rules, and most teams are still playing by the old ones.”
To help businesses navigate this evolving landscape, Simmonds announced a three-part series hosted with HubSpot. This series is designed to provide a practical roadmap for implementing AEO strategies. The sessions are scheduled to cover the foundational concepts of AEO, the practical execution of structuring content for AI citation, and the ongoing optimization and tracking of brand mentions across AI platforms.
A Practical Guide to AI Visibility
The series, running over three consecutive Tuesdays, aims to demystify the process of achieving AI visibility. Simmonds plans to demonstrate live content structuring within the HubSpot platform, offering actionable insights for attendees. The final session will focus on analyzing performance through an AEO dashboard and monitoring brand presence in AI-generated responses.
“I’m doing a 3-part series with HubSpot to walk through exactly how this works. Three Tuesdays, 1pm ET, 30 minutes each…”
Simmonds encourages professionals to register for one, two, or all three sessions, underscoring the importance of adapting to these new AI-driven dynamics. His perspective suggests that proactive adaptation and a strategic restructuring of content are crucial for businesses aiming to maintain and grow their visibility in an increasingly AI-centric digital world.
📝 About This Content
This article is based on insights shared by Ross Simmonds on LinkedIn.
📅 Originally posted on August 7, 2026 | View original post on LinkedIn →