Answer engine optimization (AEO) is quickly becoming a necessity for businesses who want to compete and stay relevant, especially in the managed service provider (MSP) space. Traditional SEO just doesn’t have the same impact it once did. In fact, just the presence of an AI overview (Google’s newest feature) at the top of a search result can decrease clickthrough rates by 34.5%.
Given how rapidly AEO practices change, knowledge is your most powerful tool. But when everyone is throwing their hat into the ring, how can you possibly know which opinions you should trust and which should be taken with a grain of salt?
The answer is simple: you locate the thought leaders.
What is a Thought Leader?
Thought leadership is often confused with simply having a wide breadth of knowledge on a given topic. But their level of expertise is only half the equation. Thought leaders explore uncharted territory and present brand new ideas. Their views and insights shape an entire industry. If you read about an interesting fact or statistic, chances are it probably originated from them.
Listening to an AEO thought leader puts you in a much better position to succeed. They’ve already done the experimentation phase for you, allowing you to benefit from the most up-to-date information without taking on any risk. Where possible, you should always aim to follow a thought leader’s advice.
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Top Answer Engine Optimization Thought Leaders (and What They Have to Say)
“Find a thought leader” is often easier said than done. They can be difficult to spot, especially when dozens of other websites are convincingly parroting their advice as if it’s their own. So to help you get started, here are some of the most respected thought leaders in answer engine optimization, along with a recent piece of advice each has given:
Semrush
Semrush has been considered a major SEO (search engine optimization) authority for many years, and for good reason. Like some of the others listed here, they provide a digital tool designed to help businesses optimize content for search results. Their growing focus on AEO in recent months, in and of itself, demonstrates just how important this is becoming.
Top Insight: In their AEO guide, Semrush takes an interesting stance. Unlike everyone else, who seems to be claiming that traditional SEO is over, they recommend using it alongside AEO. This allows businesses to continue using techniques such as keywords, albeit with some adjustments (for instance, implementing more long-tail keywords phrased using natural language).
Moz
Moz is highly recommended for anyone who needs SEO or AEO advice. Their content takes highly technical concepts, explains them at a layman’s level, and breaks them down into actionable steps that any business can implement. This makes them a valuable resource for MSPs at any level, whether they’re just starting their AEO journey or just need some extra advice.
Top Insight: In a recent blog, Moz explores a surprisingly nuanced view of AEO (which they refer to as GEO, or “Generative Engine Optimization”). While they do acknowledge the benefits, they disagree with the common consensus that AI-driven search is about to entirely replace traditional search engines.
They also recommend the use of “Barnacle SEO”, which involves attaching your website to a larger and more well-known one, in order to boost your own authority score and visibility. This strategy allows you to target keywords that would normally be out of reach due to their high search volume.
The Answer Engine Journal
The Answer Engine Journal is an up-and-coming name focused exclusively on studying AEO tactics and reporting on the best ones. As opposed to the other names on this list, they’re still relatively new in the AEO space. This frees them from the burden of brand expectations, allowing them to create content that reflects their actual beliefs rather than playing to an audience.
Top Insight: The Answer Engine Journal recently released an article debating the importance of keywords in not just AEO, but modern SEO. While it’s been known for a while that Google now prioritizes other things, not just keywords, this site takes an unusually strong stance against them. They insist content creation should focus on the writing itself and put keywords on the back burner.
Ahrefs Blog
Ahrefs Blog is another name synonymous with SEO credibility, and they’re finally throwing their hat into the AEO ring. In fact, they’ve devoted an entire section of their site to articles about AI. Deep knowledge on this topic is essential for the development of their products, ensuring that they do their research and stay on top of current trends.
Top Insight: One of Ahrefs’ most recent insights outlines the importance of publication dates for AEO. They assert that this doesn’t just refer to the creation of new content – instead, marketing teams should also update older pages, update outdated information, and provide a new publication date. This, they say, is because AI search prioritizes fresh content first. The more you have available, the more likely it is to trust you.
Modern SEO Insights From Real Experts
AEO is a new and complicated world, but you don’t have to explore it alone. There are dozens of experts ready to do the trial-and-error for you, finding what works so you can focus on implementing it. By following their guidance, you can skip ineffective tactics and start making instant progress.
If you’re searching for up-to-date SEO wisdom, look no further. The team at Opollo stay on top of recent developments, and have made it our mission to pass key insights on to MSPs who need them. Get started with our recent analysis of how important SEO really is in 2026.
FAQs
What Makes Someone a Thought Leader?
A thought leader is an expert in their field who isn’t afraid to take risks and explore unknown territory. They don’t parrot what everyone else is saying - instead, they perform primary research and identify brand new insights.
Why Listen to Answer Engine Optimization Thought Leaders?
Listening to the top answer engine optimization influencers around provides valuable information about what works and what doesn’t. This allows you to skip the trial-and-error phase entirely, and jump straight to implementing measures that you already know are effective.
Who Are the Most Renowned Answer Engine Optimization Experts to Follow?
Some of the most respected thought leaders in answer engine optimization at the moment include Semrush, Moz, and Ahrefs Blog. The Answer Engine Journal is less well-known, but is quickly gaining traction within this space.
What Are Some AEO Best Practices?
Some AEO best practices recommended by industry experts include focusing on natural language keywords, regularly updating old articles, and prioritizing high-quality content over technical SEO.
