Voices of Search – "Should SEO own AEO?"

Date: October 7, 2025
Host: Tyson Stockton (Voices of Search)
Guests: Petra Kirchheic (Chameleon Journal, freelance consultant), Chris
Episode Theme: The role of SEO teams in owning emerging AI-enabled search (AEO) responsibilities in organizations.

Episode Overview

This episode tackles the timely question: Should emerging AI search (AEO) capabilities be owned by SEO teams, or is AI search distinct enough to require a separate team within organizations? The conversation, led by Chris and guest expert Petra Kirchheic, focuses on organizational dynamics, the evolving skillset of SEOs, and the practicalities of structuring search-related expertise in companies as AI transforms the field.

Key Discussion Points & Insights

1. Should SEO Teams Own AEO? (00:43 – 02:36)

Chris introduces the lightning round, starting with a "Buy or Sell" question:
Should emerging AI search live within SEO teams, or does it belong elsewhere?
Petra Kirchheic offers a nuanced view:
- SEO Expertise: SEOs are well-placed to own AI search.
  
  "I do buy that the emerging AI search is a skill that belongs to SEOs and we should absolutely be building on that because we are best positioned to be the experts." (01:27 – Petra Kirchheic)
- Team Structure Variations: Whether AI search actually sits within SEO depends on the organization's structure and the authority of its SEO team.
  
  "Whether or not structurally it sits within the SEO team, I think is a different question. I think there will be many other elements to the AI umbrella that will be within the organization." (01:38 – Petra Kirchheic)
- It Depends: Uses the "it depends" caveat, acknowledging company uniqueness.
  
  "There will be many other elements to the AI umbrella that will be within the organization... But yeah, I would, I would probably say that, that I buy SEOs having this skill set. They are the best positioned to have it." (01:51 – Petra Kirchheic)

2. Organizational Nuance & Overlap (02:36 – 02:55)

Chris underscores that there is no universal answer, highlighting how SEO’s organizational placement already varies (marketing, product, etc.).

"There is no one size fits all. There's going to be uniqueness to the organization. Similarly, sometimes SEO sits in the marketing side under the CMO, sometimes it's under product. There's not necessarily a best answer." (02:38 – Chris)
Emphasizes the need for SEOs to be present if AI search is moved to a standalone team:

"If it is done apart, there should be people from the SEO team on that new team, then otherwise probably something was horribly done wrong previously around search..." (02:47 – Chris)

Notable Quotes & Memorable Moments

Petra Kirchheic:

"I buy it if that team, that SEO team, the way how it sits within the organization already has authority as the experts in search 100%... Whether or not structurally it sits within the SEO team, I think is a, is a different question." (01:19–01:38)
Chris:

"Of course there has to be that overlap between those teams."
(02:52)

Episode Summary

The episode is a concise but revealing discussion on modern organizational SEO challenges, specifically the overlap and divergence of SEO and AI search (AEO) responsibilities.
Both speakers underline that expertise should guide ownership, but practical structure should be determined by each organization’s context and needs.

Timestamps for Important Segments

00:43 – Introduction of the "lightning round": focus on whether AI search belongs in SEO.
01:19 – Petra Kirchheic shares her "buy or sell" perspective.
02:36 – Chris notes the organizational flexibility needed for SEO and AEO collaboration.
02:55 – Episode wraps up with guest credits and resource shoutout.

Conclusion & Takeaways

SEOs are best equipped to lead the charge in AI-enabled search, but whether they “own” AEO depends on how each company is structured.
The future likely demands cross-functional teams where SEO, AI, and related disciplines overlap, ensuring knowledge and strategy flows freely to meet search’s changing landscape.
No single organizational model fits all; companies must find their own approach to integrating AEO with SEO skill sets.

Further Resources

Petra Kirchheic’s free Enterprise SEO course (see episode show notes)
Chameleon Journal
Additional contact and resource links on the Voices of Search website

Transcript

Tyson Stockton (0:00)

The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice then visit iheareverything.com welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast network, ready to expedite your company's organic growth efforts. Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search podcast, Tyson Stockton.

Chris (0:43)

Well, with that we're going to transition to the lightning round, kind of like more shorter form kind of subject matters. So I'm going to throw at you five different questions. Each one will have its own kind of theme to it. So the first one is going to be buy or sell. And so are you buying or selling that emerging AI search should live within SEO teams or in a different place in the organization. So this is talking about does AI search belong within existing SEO teams or is it different enough that it should be its own unique team?

Petra Kirchheic (1:19)

Yeah, so I hate this, but I'm going to be with saying this and probably all my answers with an it depends. I buy it if that team, that SEO team, the way how it sits within the organization already has authority as the experts in search 100%. So maybe I would just even shift the question. I do buy that the emerging AI search is a skill that belongs to SEOs and we should absolutely be building on that because we are best positioned to be the experts. I am fully buying that. Whether or not structurally it sits within the SEO team, I think is a, is a different question. I think there will be many other elements to the AI umbrella that will be within the organization. So it will depend on how, how that organization kind of has that function. And it could be that the AI search expert SEO is part of a different team or that within SEO there are, there are people who understand AI search better. But yeah, I would, I would probably say that, that I buy SEOs having this skill set. They are the best positioned to have it. But the organizational level will again be very unique to how they are set up with wider aspects of AI.

Chris (2:36)

Yeah, and it goes back to our previous point too of like there is no one size fits all. There's going to be uniqueness to the organization. Similarly, sometimes SEO sits in the marketing side under the cmo, sometimes it's under product. There's, there's not necessarily a best answer. I think I would say like if it is done apart, there should be people from the SEO team on that new team then otherwise probably something was horribly done wrong previously around search, which is not a great starting point. But I think of course there has to be that overlap between those teams. All right, that wraps up this episode of the Voice of Search podcast. Thanks again to Petra Kirchheic from Chameleon Journal, providing her own freelance consulting. And also be sure to check out her recent Enterprise SEO course which is for free. You can find a link in the Show Notes or also the partners site bulb who she worked with on it. If you'd like to contact Petra, you can find a link to her LinkedIn profile in the show notes.