How Much Work Is 'Refreshing' Content?

Guy Yalif is Chief Evangelist at Webflow and a veteran B2B marketing leader with 20+ years across Twitter, Yahoo, BrightRoll, and as co-founder/CEO of Intellimize (acquired by Webflow). He champions AI-driven optimization for sites and content, bringing a rare blend of aerospace-engineer rigor and operator experience from four successful exits to help teams win the shift from SEO to AEO.

Discussed in this episode

• Why AEO is an evolution of SEO (and what truly changes)
• The shift from keywords to “clusters of questions” as the new topic model
• Webflow’s four-part AEO framework: content, technical, authority, measurement
• Tactics that moved the needle: adding FAQs + schema; prioritizing freshness
• Why PR/brand and plain-text mentions matter more to AI engines
• How to measure AEO: presence in questions, share of voice, and sentiment
• Where to start: two moves any founder can ship this week
• Risks of ignoring AEO and the early-adopter advantage

Episode highlights

00:21 — “Your SEO resources are your AEO resources. This is an evolution, not a reset.”

01:15 — Webflow’s AEO promise: answer engines are a massive arbitrage—akin to early SEO/SEM/mobile.

03:00 — Why “ranking for keywords” is obsolete; topics = clusters of questions across the funnel.

07:49 — The 4-part AEO framework: content, technical (schema & structure), authority, measurement.

10:11 — Case study: Add ~6 FAQs + inline schema to product pages → half of new citations came from 6 pages; +24% organic in 2 weeks.

15:23 — If you only do two things: (1) answer questions comprehensively, (2) add schema metadata.

21:46 — Webflow data: AI-search traffic converts ~6x better than non-branded organic; unbranded share grew from 0% → 42% in a year.

24:02 — How buyers actually use LLMs in-flow; why your website still matters (to humans and machines).

29:58 — The learning curve is back: why AEO is resetting the playing field and rewarding curiosity.

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Follow Guy Yalif:

• LinkedIn: https://www.linkedin.com/in/gyalif/
• X (Twitter): https://x.com/gyalifX (formerly Twitter)
• Webflow author page: https://webflow.com/people/guy-yalif

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