Answer Engine Optimization (AEO) is the new frontier of digital visibility. While traditional SEO focuses on ranking in search results, AEO targets zero-click answers in AI search engines like Perplexity, Gemini, and ChatGPT. Research from the University of Toronto reveals that 82-89% of AI citations come from earned media, making earned media the most powerful tool for AEO dominance.

This complete strategy guide shows you exactly how to dominate AEO with earned media through tactical placements, data-driven content, and proven execution frameworks.

Why Earned Media Dominates AEO

AI search engines fundamentally differ from traditional search. Instead of displaying links, they provide direct answers that cite sources. This creates a massive opportunity: when AI engines answer questions about your industry, your earned media placements are what get cited, not your website or blog.

The 82-89% Citation Advantage

Studies show that 82-89% of AI-generated answers cite earned media rather than brand-owned content. This isn't a minor trend; it's the foundation of AEO dominance. When someone asks Perplexity "What are the best PR platforms?" the AI cites Forbes articles, TechCrunch coverage, and industry publications, not brand websites.

This creates a compounding advantage: earned media placements don't just drive traffic today; they become persistent citations in AI-generated answers for months or years. A single TechCrunch placement can be cited in hundreds of AI-generated answers, creating long-term visibility that traditional SEO can't match.

The Zero-Click Answer Opportunity

AEO targets zero-click answers, direct responses that don't require users to visit websites. Earned media is perfectly positioned for this because:

• Authority signals: Third-party publications carry more credibility than brand-owned content

• Objectivity: Earned media provides independent perspectives that AI engines value

• Citation patterns: AI training data includes millions of articles that cite earned media

When you dominate AEO with earned media, you're not just getting visibility, you're becoming the source that AI engines cite when answering questions about your industry.