The ultimate guide to AEO: How to get ChatGPT to recommend your product | Ethan Smith (Graphite)

Ethan Smith is the CEO of Graphite—the leading SEO growth agency—and my go-to expert on SEO. After 18 years of mastering traditional SEO, Ethan has been at the forefront of what is called AEO: answer engine optimization, or, more simply, getting your product to show up in ChatGPT/Claude/Gemini/Perplexity answers. He’s discovered that ChatGPT traffic converts six times better than Google search—and most companies are completely missing this opportunity.In our conversation, we discuss:1. His 7-step playbook to rank #1 in ChatGPT2. Why ChatGPT traffic converts 6x better than Google3. How early-stage startups can win at AEO immediately (unlike with SEO, which takes years)4. The three tactics that actually work: landing pages, YouTube videos, and Reddit comments5. Why help-center content can suddenly be your highest-ROI investment6. The specific Reddit strategy that works (spoiler: be authentic)7. Why AI-generated content doesn’t work—Brought to you by:Orkes—The enterprise platform for reliable applications and agentic workflowsVanta—Automate compliance. Simplify security.Great Question—Empower everyone to run great research—Where to find Ethan Smith:• Twitter: https://twitter.com/ethan_l_s• LinkedIn: https://bit.ly/ethans-linkedin• Graphite: https://graphite.io/• Graphite Research Papers: https://bit.ly/graphite-five-percent—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• X: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—In this episode, we cover:(00:00) Welcome back, Ethan(04:34) The changing landscape of SEO(06:19) AEO (answer engine optimization) vs. GEO (generative engine optimization)(08:13) The impact of AEO(11:51) How early-stage startups can win at AEO(14:34) The quality of AEO leads(15:35) On-site vs. off-site traffic(16:32) Reddit’s role in AEO and avoiding spam(20:11) How AI models use citations (RAG)(21:41) Key principles for winning at AEO(25:00) Avoiding hyper-SEOed content, and the importance of ori