From SEO to AEO: a practitioner's guide
Brian W Piper
Founder, AIreFlow Solutions
Answer engines don’t simply rank pages — they extract, summarise, and cite information. This shift requires content to be structured and delivered differently, but it does not invalidate the fundamentals of quality, authority, and relevance.
In this session, you’ll learn how to extend your current SEO approach to support answer engine optimisation (AEO). Topics include using structured data and schema markup, optimising for conversational queries, developing authoritative long-form content that can be quoted or cited, and using AI tools to identify gaps in your current coverage.
The session provides a practical prioritisation framework for integrating AEO into existing workflows, helping teams focus on changes that will have the greatest impact. Rather than proposing a complete reinvention, it offers a realistic pathway for evolving your content strategy to remain visible in AI-mediated search environments.
Key takeaways
Understand the content attributes that influence visibility in answer engines
Learn how to audit your current AI visibility and identify content gaps
Apply a prioritisation framework for adapting SEO practices to AEO
About Brian
Brian Piper is an award-winning author, international keynote speaker, and consultant who has been optimising digital content since 1996. He co-authored the second edition of Epic Content Marketing with Joe Pulizzi, wrote Epic Content Marketing for Higher Education, and hosts the AI for U podcast.
Brian works with higher education and mission-driven organisations to collaborate effectively with AI, helping teams work smarter, faster, and more human while bridging the gap between innovation and real-world impact.