“Optimization is not just for search engines anymore. It’s for artificial intelligence.”

When AI tools started shaping the way search results show up on our screens — serving up tight, blended answers in an AI Overview with zero actual website clicks — it sent a certain corner of the internet into panic mode.

Is SEO dead? Do we need to flip our content strategy on its head? Do brands need to choose between SEO and AIO — or create separate content for each?

AI does change a lot for search, but steady on. You got this. The truth is that every strong AIO strategy sits on top of a strong SEO foundation. 

I’ll break down what AIO really means, why it matters, and how to help brands stay visible, human, and strategic in a world where AI is increasingly acting as a gatekeeper to the internet.

Building New Authority with AIO

Let’s clear up the definition first. AIO (AI Optimization) is the practice of structuring and writing website content so AI crawlers and large language models (LLMs) can understand, interpret, and accurately represent your brand.

You’d typically build SEO authority on your website by structuring more pages with relevant keywords, backlinks, and topics. With old-school Google search, your site might come up in the results as someone explores topics on different pages, looking for specific answers.

AI directly pulls content from websites and dishes it up as a prompt result. It’s an instant deep dive. If someone’s researching a topic related to your business, they may never actually land on your website. They’re likely just getting a search result as a piece of content in their prompt answer. 

The heart of SEO is still there. You’re still building authority. You’re still creating high-quality content. You’re still structuring pages so the actual people on the other end have a great experience.

AIO simply asks an additional question: “How would someone look for this using an AI assistant instead of Google?” 

You want to provide 90 percent of the answer to prove authority, while making your website the natural next step for the full picture, additional resources, or conversion.

How to Optimize for AI:

• Ensure clarity, accuracy, and depth so AI models trust your content enough to surface it
• Use structured, clean metadata to help AI crawlers categorize content
• Write content in question-and-answer formats
• Anticipate conversational queries used in AI tools

Approaching AIO Without Losing the Human Touch

Don’t use AI to chase rankings. Use it to enhance strategy. Google’s modern ranking framework — Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT) — aligns surprisingly well with how AI tools evaluate content, too.

For us, everything starts with the brand on a heartbeat level. Our copywriters write the initial drafts, craft the tone, and preserve the emotional resonance. 

AI may help us polish structure or optimize formatting. Tools like SEMrush help us monitor performance, visibility, authority, and user behavior. But real people shape the message.

You can already see this approach in work like our website structure for The Avery. Their FAQs are intentionally built in question-and-answer formats that feel both useful to people and easy for AI to interpret. This is how SEO and AIO can work in sync rather than competing.

When to Prioritize AIO:

• Your audience uses AI tools to research
• Your category depends on advice, how-to, or comparison content
• Zero-click search is already impacting organic traffic
• Your brand has enough authority signals to surface in AI answers

How We’re Keeping Pace with AIO

I don’t believe agencies should be stagnant. If you’re a marketer trying to stay ahead in this new landscape, here’s what I’d say: Don’t panic. Don’t chase hacks. And don’t abandon what works.

Search has never been more dynamic. Google’s algorithm shifts daily. AI models update constantly. SERP layouts change minute to minute.

For fast-evolving agencies like Stoltz, that means opportunity. The rapid pace of change fuels the test-and-learn mindset that keeps our work sharp. Most importantly, we’re maintaining our values of curiosity, quality storytelling, brand-first thinking, and genuine partnership.

How to Gear Up for AIO:

• Hands-on testing with emerging AI search tools
• Continuous SEO/AIO education and certifications
• Sitewide content structures built for schema-first optimization
• Collaborative workflows between creative and strategic teams
• Human-centered copywriting enhanced by strategic AI support

We get to experiment. Learn. Adapt. Build smarter content. And help clients grow in a landscape that rewards agility.

Start with strong SEO. Layer in intentional AIO. Stay curious and adaptable. And above all, keep your content human.

Because AI may deliver the search results, but people still make the decisions.

If you’re curious how AIO applies to your brand or want a partner who lives at the intersection of creativity and search strategy, Stoltz would love to help you navigate it.

Learn more about Stoltz’ views on Ai.