Ethan Smith

Expert in Answer Engine Optimization (AEO) and search marketing, associated with Graphite.

Claims

As speaker

Mentioned in

Key positions and views

The current shift to AI-driven search is the second most significant disruption in the history of SEO, demanding entirely new strategies.

Success in AEO is achieved through maximizing the quantity of mentions across a wide array of cited sources, a departure from the SEO focus on singular, high-authority links.

LLMs generate highly qualified, high-intent traffic that converts at a much higher rate than traditional search, making it a critical acquisition channel for businesses.

Reddit has become a premier battleground for brand visibility in the AI era due to its heavy use as a trusted citation source by major LLMs.

AEO offers a unique advantage to early-stage companies, allowing them to gain traction and visibility much faster than is possible with traditional SEO, which requires long-term domain authority building.

Podcast consensus on Smith

Points of consensus

▶LLM referral traffic is an emerging, high-value acquisition channel, demonstrated by case studies like Webflow, which sees 6x higher conversion rates from this traffic compared to Google search.Apr 2026

▶Reddit is a disproportionately influential source for LLM citations, making Reddit optimization a critical and high-priority tactic for any company pursuing Answer Engine Optimization (AEO).Apr 2026

▶AEO represents the second biggest strategic shift in search marketing history, requiring a fundamentally different approach than traditional SEO that prioritizes mention volume across many sources over securing a single top-ranking link.Apr 2026

▶Early-stage companies have a unique opportunity with AEO, as they can quickly gain visibility in LLM answers by generating mentions in new content like Reddit threads, bypassing the long-term domain authority requirements of Google.Apr 2026

Points of debate

▶There is a tension between the claim that AI-generated content now constitutes the majority of content on the internet and a separate finding that only 10-12% of content cited by Google and ChatGPT is AI-generated.Apr 2026

▶Smith suggests new search platforms expand the overall market rather than taking share from Google, yet the high conversion rates and significant signup volumes from LLMs imply a direct shift in where valuable user journeys begin.Apr 2026

▶He cites a Google VP stating publisher traffic is up, which seems to contrast with the broader narrative that AI Overviews and LLMs pose a disruptive threat to traditional publisher traffic models that necessitates a new AEO strategy.Apr 2026

▶The significant difference in citation overlap with Google between different answer engines (35% for ChatGPT vs. 70% for Perplexity) complicates the idea of a single, unified AEO strategy, suggesting tactics may need to be highly platform-specific.Apr 2026

Key themes

▶The Emergence of AEO as a Distinct DisciplineApr 2026

Ethan Smith frames Answer Engine Optimization (AEO) as the most significant evolution in search since early anti-spam algorithms. He argues it is fundamentally different from SEO, as success depends on maximizing the volume of brand mentions across all cited sources rather than achieving a single top link. This shift favors agility, allowing newer companies to compete effectively by quickly generating citations in dynamic forums like Reddit.

The rise of AEO creates a new competitive landscape where brand ubiquity and community presence can outperform traditional domain authority, potentially devaluing long-term SEO investments for certain types of queries.

▶The High Commercial Value of LLM TrafficApr 2026

Smith presents compelling evidence that traffic originating from LLMs is not just a new channel, but a superior one. Citing Webflow's experience, he notes that LLM-referred leads convert at a 6x higher rate than those from Google search and already account for 8% of signups. This high performance is attributed to the nature of LLM queries, which are longer and more specific, indicating users are further down the consideration funnel.

Investors should look for companies that are not only tracking LLM referrals but are actively optimizing for them, as this channel appears to deliver highly qualified, high-intent customers at a rate that surpasses traditional search.

▶The Shifting Information EcosystemApr 2026

Smith details the changing sources that power modern answer engines. He highlights that Reddit is a heavily weighted source for LLMs, and that the citation overlap between ChatGPT and Google is only 35%. This divergence creates a new information landscape where different platforms draw from different pools of knowledge, challenging the idea of a single source of truth on the web.

The divergence of information sources between Google and LLMs creates both risk and opportunity; companies overly reliant on Google's ecosystem may become invisible in AI-driven conversations, while those who understand the new preferred sources (like Reddit) can gain a significant advantage.

▶The AI Content ParadoxApr 2026

Smith presents two seemingly contradictory data points regarding AI-generated content. He cites an analysis of Common Crawl data showing that AI-generated content now outnumbers human-generated content on the internet. However, he also refers to a study indicating that only 10-12% of content actually surfaced in Google results or ChatGPT citations is AI-generated, suggesting that retrieval systems are actively filtering for or prioritizing human content.

This paradox suggests that while the web is being flooded with AI content, the value layer curated by search and answer engines still heavily relies on human-generated signals, making authentic community engagement and content creation more critical than ever for AEO.

Source episodes

Timeline

Pre-2023

Describes the era of traditional SEO, where the last major disruption was the introduction of anti-spam algorithms like Panda. Success was largely defined by securing top-ranking links on Google.

January 2024

Identifies this period as a key inflection point when referral traffic from LLMs like ChatGPT began to increase significantly, driven by product improvements that made answers more clickable and actionable.

Present

Characterizes the current environment as the 'second biggest change' in search history. Companies like Webflow are now seeing tangible, high-value business results from AEO, establishing it as a top acquisition channel.

Future

Predicts an eventual convergence where the distinction between traditional search engines and LLM-based answer engines will disappear, leading to a single, unified user experience for information retrieval.

Suggested prompts

How can Ethan Smith's claim that AI-generated content dominates the web be reconciled with his finding that only 10-12% of cited search content is AI-generated? &nearr;What are the second-order effects for publishers and content creators if AEO strategies, which prioritize citation volume over single high-quality links, become the industry standard? &nearr;If LLM traffic converts at six times the rate of Google search, what specific user intent and qualification processes are happening within the LLM interaction before a user clicks through? &nearr;How does the significant difference in citation overlap with Google for various LLMs (e.g., ChatGPT vs. Perplexity) complicate the development of a unified AEO strategy for businesses? &nearr;

Key concepts

Answer Engine Optimization (AEO) 7 ep Google Search 5 ep LLM Citation Analysis 4 ep LLM Traffic & Conversion 4 ep SEO vs. AEO 3 ep AI-Generated Content 3 ep Reddit Strategy 3 ep Webflow Case Study 3 ep

Notable quotes

“[0:41 -> 0:48] Webflow saw a 6x conversion rate difference between LLM traffic and Google search traffic.”

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

“To win a top answer spot in an LLM, a brand needs to be mentioned as many times as possible across all citations, unlike Google where a single top-ranking link can win.”

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

“Reddit is one of the most heavily cited sources in LLMs, making Reddit optimization a top priority for companies pursuing AEO.”

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

“Unlike traditional SEO, early-stage companies can win quickly at Answer Engine Optimization because they can get mentioned in new citations like Reddit threads or YouTube videos and appear in answers almost immediately.”

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

Report last updated: Apr 21, 2026

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