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Ethan Smith: How Webflow saw 6x conversion from LLM traffic

In LLM answers the breadth of citations beats classic page rank; Reddit, YouTube, and Dotdash listicles feed the model, and Webflow saw 6x LLM conversion.

Lenny RachitskyhostEthan Smithguest
Sep 14, 20251h 11mWatch on YouTube ↗

CHAPTERS

  1. 0:00 – 4:34

    Welcome back, Ethan

  2. 4:34 – 6:19

    The changing landscape of SEO

  3. 6:19 – 8:13

    AEO (answer engine optimization) vs. GEO (generative engine optimization)

  4. 8:13 – 11:51

    The impact of AEO

  5. 11:51 – 14:34

    How early-stage startups can win at AEO

  6. 14:34 – 15:35

    The quality of AEO leads

  7. 15:35 – 16:32

    On-site vs. off-site traffic

  8. 16:32 – 20:11

    Reddit’s role in AEO and avoiding spam

  9. 20:11 – 21:41

    How AI models use citations (RAG)

  10. 21:41 – 25:00

    Key principles for winning at AEO

  11. 25:00 – 28:55

    Avoiding hyper-SEOed content, and the importance of originality

  12. 28:55 – 33:35

    Actionable AEO playbook: steps and experiments

  13. 33:35 – 38:34

    Tracking, measuring, and share of voice

  14. 38:34 – 41:11

    Adapting AEO for B2B, commerce, and early-stage companies

  15. 41:11 – 43:06

    Is letting AI index your content good?

  16. 43:06 – 46:15

    Experimentation, control groups, and measuring results

  17. 46:15 – 51:35

    The future of AEO, SEO, and search channels

  18. 51:35 – 55:25

    AI-generated content: what works and what doesn’t

  19. 55:25 – 58:44

    The dangers of infinite AI derivatives

  20. 58:44 – 1:00:40

    The future: convergence of LLMs and search

  21. 1:00:40 – 1:03:18

    Help-center optimization and the long tail

  22. 1:03:18 – 1:11:55

    Lightning round and final thoughts

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