In this episode of CMOs Off Script

The team sits down with Jeff Hill, CEO of Breezy Hill Marketing, to explore how AI is transforming search and marketing strategy.

From answer engine optimization (AEO) to generative engine optimization (GEO), Jeff breaks down the evolving world of SEO in the age of AI, offering a practical, no-fluff look at what marketers need to prioritize.

Key Topics Discussed

Two Flavors of AI in Search

• Answer Engine Optimization (AEO):

  • Focuses on showing up in smart snippets, quick-answer boxes, and FAQs on platforms like Google and Bing.

  • Relies heavily on technical SEO practices like schema markup, concise answers, and conversational FAQs.

  • Tactical and structural in nature, built for rapid, consumable results.

• Generative Engine Optimization (GEO):

  • Targets large language models (LLMs) like ChatGPT, Claude, Gemini, and Perplexity.

  • Requires long-form, structured content with elements like tables of contents, embedded FAQs, and visuals.

  • Builds authority and trust by positioning your brand as a cited source in AI-generated answers.

Evolving SEO, Not Replacing It

• SEO isn’t going away — it’s expanding.

• AEO and GEO add new layers to existing strategies rather than replacing them.

• Marketers may need to reallocate budgets but shouldn’t abandon traditional SEO practices, as algorithm shifts can bring organic rankings back to prominence.

Optimizing Existing Content

• Instead of constantly creating net-new material, marketers should:

  • Strengthen and update pillar content that already performs well.

  • Add FAQs, visuals, and structured enhancements to existing pages.

  • Refresh content periodically to reflect changing questions and user intent.

  • Use LLMs as tools to analyze gaps, generate FAQs, or brainstorm structural improvements — with humans in the loop for accuracy and nuance.

Human Oversight vs. AI Noise

• The proliferation of AI-generated content has created a “sea of sameness.”

• Without a human perspective, brand differentiation vanishes.

• Jeff and the panel emphasize:

  • Authenticity, strategy, and thoughtfulness are essential.

  • Humans must refine, contextualize, and personalize AI outputs to maintain credibility and authority.

  • Author pages and credible bylines help build trust signals for both search engines and readers.

Tech Stacks & Efficiency

• While AI tools are powerful, overloading the stack with too many niche solutions can hinder productivity.

• Teams need to balance scalability with simplicity, choosing tools that genuinely speed workflows rather than complicate them.

• Upcoming episodes will dive deeper into the “Venn diagram” of AI enrichment tools like Apollo, Clay, Breeze, and others.

Takeaways

• AI is reshaping search, but SEO fundamentals still matter.

• AEO and GEO work hand-in-hand to position content for both traditional engines and emerging LLM-driven platforms.

• Updating, structuring, and humanizing content is more valuable than mass-producing AI articles.

• Human oversight remains critical for differentiation, authority, and accuracy.

• Tech stacks should enable productivity, not overwhelm teams.

Closing Note

This conversation highlights the balance marketers must strike: embracing AI for speed and scale while doubling down on human creativity and authority.

Thanks for joining us for another candid episode of CMOs Off Script. Stay tuned for part two, where the team explores AI enrichment tools and the future of marketing tech stacks.