7 Fascinating AEO Secrets from Hubspot Research with Aja Frost

This is a practical session for SEO and content teams building for Answer Engine Optimization (AEO). We’ll unpack the content patterns, refresh strategies, and measurement shifts that matter most right now with one of the sharpest minds at Hubspot.

‍In the session, you will learn:

• How to shift from traffic-first reporting to tracking visibility, mentions, and citations. Rankings and clicks don't capture how buyers are finding brands inside AI answers. Here's what to measure instead.
• What AI-cited content actually looks like in practice. Think question-based headings, FAQs, TL;DRs, and original stats, structured so LLMs can extract and surface them cleanly.
• How to build content around real prompts and buyer context, not just broad keywords. The question isn't what someone searches. It's what an LLM needs to confidently recommend your brand.
• When to refresh an existing page versus publish a new one. Pricing pages, comparisons, and use-case content each play a different role in AI retrieval. Knowing the difference saves time and wins more citations.
• How to report on AEO when results are volatile. One snapshot rarely tells the full story. Learn the reporting cadence and framing that gives leadership a clearer picture.

About Aja

Aja Frost is Senior Director of Global Growth and Paid Advertising at HubSpot, where she has been publicly sharing a sharp, research-informed AEO framework on what drives visibility in AI answers.
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Webinar Details
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Date: May 6, 2026
Time: 2:00 PM ET
Location: Live on Zoom (recording available)

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