9 AEO/GEO workflows for your new AI search team

Key takeaways

• AEO/GEO requires repeatable workflows with clear owners across marketing.
• Content teams identify citation gaps, target high-intent queries, and optimize existing content.
• PR and communications strengthen the third-party signals that shape AI answers.
• Marketing ops connects AEO/GEO work through monitoring, prioritization, execution, and measurement.
• Strong AEO/GEO programs create a continuous loop: monitor, decide, act, and measure.

AEO and GEO are quickly becoming part of the new operating mandate for marketing teams. Nearly half of companies already have GEO as part of their strategy, according to the American Marketing Association’s most recent CMO survey.

But as AEO and GEO adoption grows, organizations are facing a growing gap between insight into their AI search performance and action to improve it. In other words, they have the right information, but lack the operational control to influence what happens next.

Closing the gap requires AEO and GEO workflows embedded into the marketing operating model across teams. And as AI search becomes part of how buyers discover and evaluate brands, your marketing team is also becoming your AI search team. Content, PR and comms, and marketing ops all have a role to play.

What are AEO/GEO workflows?

AEO and GEO workflows give teams a consistent way to act on what they learn about their AI search performance. They create a clear path from identifying an opportunity to acting on it and measuring the impact.

When it comes to AI search—which Forrester calls a “team sport” within the marketing org—defined workflows are crucial to connecting moving parts into a cohesive effort.

At the center is a continuous loop:

• Monitor: See where your brand wins, loses, or disappears
• Decide: Prioritize the opportunities that matter most
• Act: Create, optimize, or activate the right response
• Measure: Track what changed and determine what comes next

The key is that the work doesn’t end with measurement. What you learn feeds back into the next round of monitoring and prioritization, so teams can keep adapting as AI search, buyer behavior, and competitive visibility change.

9 Workflows for your AI search team

Content marketing: Close citation gaps

Content teams can use AI search visibility data to decide where to create new content and where existing content needs attention. These workflows bring that data into content planning and optimization.

Audit competitor citations

Start with the high-intent prompts that matter to your business and track which brands and sources appear in answers across ChatGPT, Gemini, Claude, and Perplexity.

In GEO Hub, Share of Voice shows how often your brand appears relative to competitors and lets you compare performance by model. Review this regularly to identify topics where competitors are earning citations and your brand has an opportunity to improve its presence.

Use those findings to inform the content queue and determine which gaps warrant action.

Create content for high-intent queries

When a priority query reveals a content gap, determine whether it calls for a new asset. Queries around product categories, use cases, comparisons, and buyer questions can help identify topics worth developing.

GEO Agent’s Originate workflow can create content around those opportunities using the brand, audience, product, and company context stored in Jasper IQ. Review the draft for the substance AI engines need to understand and cite it accurately, including clear answers, supporting evidence, relevant entities, and specific claims.

Refresh content for AI visibility

New content won’t always be the right response. An existing page may already address the topic but need stronger coverage, updated information, or a structure that makes key information easier to find and extract.

Use visibility data to identify existing pages tied to priority topics, then review them for gaps in substance, freshness, structure, and supporting evidence. GEO Agent’s Optimize workflow can help evaluate and update those pages, while Grid can support the work across larger groups of content.

PR and communications: Strengthen off-site signals

AI search visibility is influenced by information published beyond your own website. PR and communications teams can bring an AI search lens to the external sources, conversations, and expert commentary they already manage.

Optimize executive thought leadership

Executive thought leadership can contribute to the body of information AI engines encounter about your company and category. Identify the topics where your organization wants to build authority and create opportunities for executives to contribute substantive, attributable expertise.

For LinkedIn and other publishing channels, make the core point easy to identify and support it with relevant evidence, examples, or expertise. Keep important claims specific enough to be understood outside the context of the full post.

Create community-ready responses

Community conversations can become part of the source material AI engines use to understand products, companies, and categories. Identify the forums and communities that appear frequently around your priority topics and determine where your organization can contribute useful expertise.

Build responses from approved company and product information, and give contributors enough context to answer the actual question being asked. Jasper IQ can provide shared brand, audience, company, and product context across these workflows.

Build third-party authority

Earned coverage gives AI engines independent sources of information about your company and its expertise. Identify the publications and external sources that carry authority around your priority topics, then use PR and contributed content to strengthen your presence there.

Give writers clear subject-matter expertise, evidence, definitions, and approved claims to work from. The goal is useful, authoritative coverage that adds substantive information to the sources available on the topic.

Marketing ops: Build the operating infrastructure

Marketing ops connects AI search work to the systems and processes the organization already uses. Its role includes establishing monitoring cadences, bringing relevant data into prioritization, routing work, and creating a consistent view of performance.

Establish AI search monitoring

Set a monitoring cadence based on the importance and volatility of your priority topics. High-priority areas may warrant weekly monitoring, while broader performance can be reviewed on a longer cadence.

Use GEO Hub to track changes in brand presence, citation rate, sentiment, Share of Voice, competitive visibility, and performance by AI engine. When a meaningful change appears, route it into the appropriate workflow for evaluation and action.

The cadence can also fit into planning rhythms the team already has. Jasper’s operating playbook recommends weekly reviews for immediate gaps, monthly cross-functional performance reviews, and quarterly decisions about larger investments and priorities.

Connect search performance data

Connect Google Search Console so AI visibility signals can be considered alongside existing search performance data. Jasper can incorporate query, page, click, impression, CTR, and ranking data from GSC into its recommendations.

Use the combined view to assess which AI visibility opportunities overlap with demonstrated search demand and existing content performance. That gives teams additional evidence when deciding which work deserves priority.

Measure AEO/GEO performance

Establish a consistent set of measures for AI search performance and review them over time. Jasper’s operating model groups measurement across visibility and representation, operating performance, and business outcomes.

For visibility, track measures such as Brand Presence Rate, Citation Rate, Share of Voice, sentiment, and performance by AI engine. For operating performance, look at how efficiently identified opportunities move through the workflow. For business outcomes, connect AI search activity to qualified traffic, engagement, conversion, influenced pipeline, and other outcomes your organization already uses.

The purpose of the framework is to give practitioners and leadership a consistent view of AI search performance and enough evidence to decide where the program should focus.

The system is the strategy

AI search will keep moving, which makes adaptability a core part of AEO/GEO. The workflows you establish today give your team a structure for learning what actually moves visibility and applying those lessons across the marketing organization.

Over time, that knowledge compounds. Your team gets better at recognizing the signals that matter, making the right calls, and focusing its effort where it can have the greatest impact.

The result is an AI search team that gets more capable with every cycle, even as the landscape and its demands continue to change.

Frequently asked questions about AEO/GEO workflows

What is an AEO/GEO workflow?

An AEO/GEO workflow is a repeatable process for improving and measuring a brand's visibility across AI-powered search and answer engines. It connects monitoring, prioritization, execution, and measurement so AI search work becomes an ongoing operating process rather than a series of one-off optimizations.

Who should own AEO and GEO?

AEO and GEO typically require shared ownership across multiple marketing functions. Content marketing can own content creation and optimization, PR and communications can manage external brand signals and earned authority, and marketing ops can own monitoring, measurement, and the systems that connect those activities.

How are AEO/GEO workflows different from traditional SEO workflows?

Traditional SEO workflows primarily optimize for rankings and traffic from search engines. AEO/GEO workflows also account for whether AI systems find, cite, summarize, and accurately represent a brand when generating answers. That expands optimization beyond owned webpages to include third-party sources, brand authority, citation patterns, and AI-specific visibility signals.

How often should teams monitor AI search visibility?

Monitoring should be continuous enough to catch meaningful changes in model behavior, competitor visibility, and citations. Depending on the importance and volatility of a topic, teams can run monitoring workflows daily or weekly and use significant changes to trigger optimization or content actions.

How do you measure AEO/GEO performance?

AEO/GEO measurement can combine visibility, influence, and engagement metrics. These include Brand Presence Rate, Citation Rate, Share of Voice, Brand Sentiment, AI-referred traffic, assisted conversions, and changes in visibility following specific optimization actions.

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