AI is rewriting how people find and trust brands, but the brands that win will be the ones who stay human In this guide, we’ll break down how to evolve from SEO to AEO (Answer Engine Optimization), and how to use video, webinars, and podcasts powered by HubSpot and Wistia to make your content visible in Google Search, AI Overviews, and tools like ChatGPT and Perplexity.
It’s built for B2B and B2C teams using HubSpot who want to turn every webinar or video into a scalable, AI-ready content engine that keeps showing up, in both search results and AI answers.
Before we dive into tactics, let’s set the stage for how this shift from traditional SEO to AI-driven search is rewriting the rules for marketers, and why it matters more than ever for your video strategy.
Webinar Recording: From SEO to AEO: Optimizing Your Content Engine with Video, Webinars & Podcasts
When someone asks ChatGPT, Google AI, or Perplexity a question, they don’t see ten options, they see one synthesized answer. That means your brand needs to become the answer.
AEO builds on SEO foundations by optimizing your content for questions, entities, and expertise so AI can cite you as the credible source.
You don’t need to abandon SEO, you need to evolve it. Keep your strong search foundation and layer AEO signals (questions, schema, and media for credibility) on top. (related article: Google is still 210x bigger than ChatGPT in search)
Related Article: The New SEO Playbook: How AEO, GEO, and HubSpot Help You Show Up in Google AI and ChatGPT
Before diving into formats like video and webinars, it helps to understand the core pillars that power Answer Engine Optimization (AEO). These are the foundational signals AI models rely on to recognize your content as trustworthy and relevant.
Together, these three pillars guide how AI reads, organizes, and ranks your content.
When you build everything, from blogs to videos, around them, you’re not just optimizing for algorithms; you’re helping both people and AI clearly understand your value.
Related Content: From SEO to AEO (Answer Engine Optimization): How AI is Redefining Client Acquisition
Understanding that shift sets the stage for how content creation itself needs to evolve. And no format embodies that evolution better than video.
Video content, webinars, podcasts, explainers, are human, engaging, and memorable. It shows your face, your voice, your expertise. It adds credibility to your content.
And every piece of that video is gold for your audience, for Google, and AI engines.
Here’s why it works so well:
Pro Tip: Make Your Videos Visible to AI: Most videos on the web are invisible to AI tools like ChatGPT because those tools don’t execute JavaScript. That means your video’s content, its transcript, keywords, and context, often goes unseen. Use Wistia's LLM-Friendly Embed Codes to embed your video transcript directly into your page’s HTML, making it fully readable and understandable by AI systems.
But knowing that video matters isn’t enough, the real question is how you can build a repeatable system that turns one video into a whole content engine.
Think of your webinar as the core asset in your AI-powered marketing loop, one live event that becomes months of repurposed content.
That single webinar can feed your SEO, AEO, and lead-nurturing strategy for weeks, and it only gets stronger over time.
Pro Tip: Name your video chapters as questions. This helps AI models (and humans) surface your clips as credible answers.
Each format supports a different stage of the journey, but together, they create a continuous loop of awareness, education, and conversion signals for both humans and AI.
Related Article: HubSpot’s New Playbook: The Loop, a Smart CRM, and AI Agents Built for Hybrid Teams [INBOUND25]
Now that you can see how videos and webinars feed your content engine, the next step is understanding which tools make that process measurable, scalable, and actually easy to manage.
Traditional video workflows are painful, multiple tools, manual uploads, and no clear ROI.
With Wistia and HubSpot, every step of your video process becomes measurable and connected.
That means every registration, attendance record, poll response, and watch-time percentage flows directly into your CRM.
When you can track exactly who watched what, and how long, video stops being “brand awareness” and becomes a measurable growth channel.
Across multiple campaigns, we’ve seen video-engaged leads close 3× higher than non-viewers.
Now that your content and tracking are in place, the next step is scaling production, and that’s where AI accelerates everything.
AI isn’t here to replace your creativity; it’s here to speed up your output.
You can use AI tools like ChatGPT, HubSpot’s AI Assistant, or Wistia’s AI features to:
The key is feeding AI with your authentic material: transcripts, slides, and your brand voice.
That’s how you get scalable, high-quality content that still sounds like you.
Still, speed is only part of the equation. In an AI-driven world, the real competitive edge comes from what can’t be faked: your authenticity.
Ethical AEO Tip: Always review AI-generated content for accuracy and bias. Transparency builds long-term trust with both audiences and algorithms.
Use your webinar transcript as the foundation for an SEO and AEO-optimized article.
Focus on:
Adding schema markup (a form of structured data in JSON-LD format) helps Google and AI models understand your video, transcript, and answers, increasing the odds of being featured in AI Overviews and ChatGPT responses.
This tells Google and AI systems exactly what questions your content answers, improving your chances of being featured in AI overviews, People Also Ask, or rich snippets.
Here’s the proof that this strategy works.
The very webinar that inspired this blog, “From SEO to AEO: Optimizing Your Content Engine with Video, Webinars & Podcasts” , is now showing up as the AI Overview answer in Google for the query: “Why is video good for SEO/AEO?”
That means Google’s AI isn’t just finding the video, it’s understanding it.
By combining a structured transcript, question-based sections, and Wistia’s LLM-Friendly Embed Code, the system pulled our video directly into the AI-generated response.
This is exactly what AEO looks like in action: when your authentic content, video, blog, and schema, work together to make your brand the trusted answer.
AI is rewriting how people find and trust brands, but your best asset is still you. Use video to show it, use webinars to scale it, and use HubSpot + Wistia to measure it. Together, they form a content engine that powers both SEO and AEO, builds trust, and drives measurable growth.
Video makes your content more human, trustworthy, and indexable.
AI can read video transcripts, understand context, and use your clips as credible references.
Video also builds time-on-page and engagement metrics that strengthen your SEO.
Use AI tools like ChatGPT, HubSpot’s AI Assistant, or Wistia’s AI features to:
Use multi-channel distribution to expand reach:
Try these quick wins:
Add these four elements to every video page:
Bonus: Upload to YouTube with captions for cross-platform discoverability.
Structure your pages for machines and meaning: clear questions, schema, and visible expertise.
Track metrics that connect visibility to conversions:
Want to see these ideas in action? Join our next live sessions to go deeper on SEO/AEO, Loop Marketing, HubSpot optimization, and AI-powered strategy.
Register for our next related webinars or review past events recordings here: