SEO in the Age of AI: What CMOs and CEOs Need to Know About AEO and GEO

In an era when AI-driven search experiences are reshaping how customers discover brands, marketing leaders are navigating a confusing landscape of new acronyms, shifting behaviors, and bold industry predictions. Despite widespread claims that “SEO is dead,” the data tells a different story: organic search traffic has continued to grow even as platforms like ChatGPT, Gemini, and Claude expand their footprint. Today’s discussion arrives at a moment when CMOs are being pressed by CEOs, boards, and agencies to “do something about AI search”—often without clarity, context, or a grounded strategy. So the real question is: What actually matters now for leaders who want to stay visible—and competitive—as search evolves from SEO into an ecosystem that includes Answer Engines (AEO) and Generative Engines (GEO)? Welcome to Springloaded Strategies. In this first episode, host Jason Dyer sits down with Tom Dehnel, SEO consultant and Partner at Chameleon Collective, to unpack what’s changed, what hasn’t, and what brands must do to win in both traditional and AI-driven search. Together, they explore consumer behavior shifts, content strategy, the role of backlinks in the LLM era, misconceptions around AEO/GEO, and how CMOs and CEOs should guide their teams through the next five years of search transformation. Top insights from the talk… AI search isn’t replacing SEO—it’s adding to it. Organic search traffic is growing, not shrinking, and brands with strong SEO fundamentals are being rewarded in AI-generated search experiences. Content strategy must shift toward mid- and bottom-funnel value. LLMs now answer basic “what is/how to” queries, while high-intent buyers still click through to websites—meaning brands must create deeper, more purposeful content. Authority matters more than ever. Backlinks, branded mentions, PR placements, and expert-driven content play a critical role in training AI engines to trust—and recommend—your brand. Tom Dehnel is an accomplished SEO consultant who has led organic search strategy for high-growth startups, public unicorns with 10M+ annual visitors, major financial institutions, and well-known consumer brands. He specializes in technical SEO, content strategy, keyword development, link building, and comprehensive SEO audits, drawing on experience co-founding and successfully exiting his own SEO-driven business. As a long-time Partner at Chameleon Collective and a consultant to companies like Okta, Amplitude, Rhythm Energy, and CompTIA, Tom helps marketing leaders maximize long-term organic visibility through expert guidance and high-impact execution. Article written by MarketScale.