“Prompt data is the new keyword data.”

Ethan Smith, CEO of Graphite, said this at AEO Conf and it stuck. The best SEO teams spent years optimizing for high-volume head terms.

But 60% of AI prompts are 10+ words long, and people are asking questions in AI that they never would have typed into Google.

The playbook has to change. Your content strategy has to answer the questions people are actually asking—not the ones they were asking five years ago.