🆕 At recent INBOUND 2025 conference HubSpot team talked about their AEO (Answer Engine Optimisation) strategy!

Here are some key points and what they are doing👇

Shifting Content Strategy

"One of the ways we're doing this at HubSpot is we're moving our blog content down funnel. This means we're bringing our content closer to the product so that we can strengthen those semantic associations and capitalize on SEO and AEO opportunities."

Focusing on Product-Related Topics

"Now it's a lot more advantageous for us to move our content down funnel and target our topics that are more closely aligned with our product hubs and product features such as marketing automation."

Experimenting with New Tactics

"we've been running a number of experiments on the HubSpot blog and other you know media properties and using some of these tactics we've been able to increase our company mentions and AI answers by 58%."

Updating and Creating Content

"So essentially it will be a mix of net new content and updates depending on the fit of the content and how well we think that we can strengthen that semantic association."

Pruning Content

"We just pruned I think a few months ago 7,000 URLs and that is, you know, something that that people should think about doing as well, especially if those dots as you map those vector embeddings are way off into space."

Adopting New Metrics

"And there are four main metrics that we use to determine whether or not we're successful. There's mentions... Citation... There is share of voice... And lastly, there's sentiment."

---------------------

Full talk via YouTube