With the rapid evolution of AI-powered search engines like ChatGPT, Perplexity, and Google's AI features, marketers are racing to adapt their SEO strategies. These changes have introduced fresh challenges, but they're also opening up new opportunities for driving traffic, boosting conversions, and creating highly relevant content.
In this discussion, Owen Clansancy, Head of Growth at Aerops, shares groundbreaking insights into how marketers can thrive in this era of AI search. From the rise of "Content Engineers" to the nuances of optimizing content for answer engines like Google's AI Overviews, this article unpacks the strategies you need to succeed.
Whether you're a small marketing team or an enterprise-level organization, the following analysis will guide you on how to reimagine your content workflows, adapt to AI search trends, and embrace the future of SEO.
The Evolution of Search: From SEO to AI Search
Search engines are no longer limited to delivering traditional page results. With the rise of AI-powered experiences like Google's AI Overviews and ChatGPT's conversational answers, the way users interact with search content has fundamentally shifted.
Owen Clansancy emphasizes that while traditional SEO principles like authority, structure, and relevance remain vital, AI search has raised the bar for content quality and structure. AI engines demand content that is not only informative but also highly adaptable to specific user queries.
What Is AI Search?
AI search refers to the use of AI-powered platforms that provide conversational, contextual, and personalized answers to user queries. These platforms prioritize content that is well-structured, authoritative, and fresh, often pulling snippets or summaries directly into search results.
Traditional SEO and AI search overlap significantly, but AI search requires additional considerations:
- Focus on topical authority: AI engines favor subject matter expertise over general content.
- Enhanced structure: Content must be well-organized with clear headings, lists, and sequential formatting.
- Freshness of updates: Content updated within the past three months stands a higher chance of being cited in AI-generated answers.
From Content Marketers to Content Engineers: A Game-Changer for AI Search
One of the most intriguing concepts Owen introduces is the emergence of the "Content Engineer." As he explains, this role is a hybrid of marketer, strategist, and systems builder. Content engineers are skilled in orchestrating workflows, leveraging AI tools, and maintaining a high standard for creativity and taste.
What Is a Content Engineer?
A content engineer is someone who:
- Builds systems: They design workflows to automate tasks like keyword research, content briefs, and even full article creation.
- Masters orchestration: They know when to use AI for efficiency and when to bring in human insight for quality.
- Balances creativity with strategy: They combine a deep understanding of their audience's needs with technical SEO expertise.
For example, content engineers use AI tools not to replace human creativity but to enhance it. Tools like Aerops allow teams to create personalized email campaigns, optimize blog posts for AI search, and repurpose webinar content into multiple formats.
Upskilling Teams for Content Engineering
Owen highlights Aerops' success in training teams through live cohorts, where participants learn prompting, automation, and orchestration. These programs empower marketers to evolve their skills and embrace AI-driven workflows.
Key Strategies for Winning in AI Search
If you're ready to adapt your SEO strategy for AI search, here are Owen's top recommendations:
1. Prioritize High-Quality, Authoritative Content
AI search rewards websites with deeply authoritative and well-structured content. Instead of producing general content on tangential topics, focus on your core areas of expertise.
- Audit your existing content for relevance to your industry.
- Refresh older content to reflect up-to-date information.
- Use expert quotes and reliable data to enhance your credibility.
For example, Owen points to HubSpot's revamped strategy after losing traffic due to Google's algorithm updates. By focusing on their core niche - marketing automation - they reclaimed their authority and developed personalized landing pages tailored to specific user personas.
2. Embrace Multimodal Content Creation
Relying solely on blog posts is no longer enough. AI engines pull information from diverse sources such as LinkedIn, Reddit, and even podcasts.
- Repurpose webinar recordings into blog posts, social media snippets, and LinkedIn articles.
- Publish insights and thought leadership directly on platforms like LinkedIn for better AI visibility.
- Use video snippets to engage audiences on social platforms and improve discoverability.
3. Refresh Content Regularly
Freshness matters more than ever. Content updated within the last three months is three times more likely to be cited by AI engines.
- Focus on updating high-performing pages with new insights or data.
- Ensure your content reflects current industry trends and user needs.
- Use workflows to monitor older pages and refresh them systematically.
4. Balance On-Site and Off-Site Efforts
Owen divides modern SEO efforts into four categories: creation, refresh, off-page mentions, and social conversations. While on-site optimization remains critical, off-site efforts like gaining backlinks and participating in discussions on platforms like Reddit and LinkedIn are equally essential.
- Build relationships with authoritative third-party sites to gain mentions and backlinks.
- Ensure your content is part of the broader conversation in relevant online communities.
AI Search Success Stories: Lessons from Leading Brands
Some of the most AI-forward companies, including Webflow and Descript, are seeing significant traffic growth from AI search engines.
Key Insights from Successful Brands
- Webflow: Increased its LLM-driven sign-ups from under 2% to over 10% in just four months by optimizing for AI citations.
- Descript: Over 10% of paying sign-ups now come from AI engine referrals.
- Lightseed: Found that traffic from AI search converts at twice the rate of traditional organic traffic, as users arrive more informed and ready to act.
These brands demonstrate that investing in AI search optimization pays off, both in traffic volume and conversion quality.
Challenges and Opportunities
While AI search presents exciting opportunities, it also introduces challenges:
- Overcoming complexity: Implementing AI-enhanced workflows can feel intimidating. Start small and build progressively.
- Staying updated: The landscape is evolving rapidly, so teams must continually learn and adapt.
- Balancing efforts: Resources must be evenly distributed across content creation, refresh, off-site engagement, and social platforms.
To succeed, marketers must adopt a mindset of experimentation, adaptability, and continuous improvement.
Key Takeaways
- AI search raises the stakes: The quality, structure, and freshness of your content matter more than ever.
- Content Engineers are essential: Upskill your team to embrace this hybrid marketer-strategist role.
- Focus on your niche: Create deeply authoritative content that aligns with your core expertise.
- Refresh often: Update content every three months to maintain relevance and visibility.
- Leverage diverse platforms: Expand your presence to LinkedIn, Reddit, and other highly cited platforms.
- Experiment and iterate: Start small with AI workflows and refine them over time to maximize ROI.
- Follow the data: Monitor how your audience interacts with AI search and adjust your strategy accordingly.
The Future of Search
Looking ahead, Owen predicts that search will become even more conversational and personalized. While traditional SEO tactics serve as a foundation, the growing role of AI search demands new levels of creativity, adaptability, and precision.
For marketers ready to embrace this transformative era, the opportunities are limitless. The key is to stay agile, experiment fearlessly, and double down on the strategies that align with your audience's needs.
By combining the timeless fundamentals of SEO with advanced AI tools and workflows, your team can thrive in this exciting new chapter of search.
Source: "How to ACTUALLY WIN in AI Search | Eoin Clancy, Head of Growth @ AirOps | Masters of Search" - Niklas Buschner, YouTube, Sep 4, 2025 - https://www.youtube.com/watch?v=h1Sfvuo_xHs
Use: Embedded for reference. Brief quotes used for commentary/review.
