4. Which practical AEO playbook should a B2B SaaS team hear?

The ultimate guide to AEO: How to get ChatGPT to recommend your product | Ethan Smith (Graphite)

Who: Ethan Smith, introduced as Graphite’s CEO, with Lenny Rachitsky. Published: 14 September 2025. Format: video and audio podcast. Evidence reviewed: publisher episode page and chapters. (lennysnewsletter.com)

Why it earns a place: It connects content opportunities with experimentation rather than stopping at general predictions about search.

Key takeaways:

• Smith discusses landing pages, video, authentic community participation and help-centre content.
• The conversation addresses tracking and share of voice, with adaptations for different business types.
• A dedicated section covers control groups and measurement. Start at 28:55 for the playbook, 33:35 for tracking and 43:06 for experimentation. (lennysnewsletter.com)

Buyer application — our recommendation: Choose one customer question your existing material answers poorly. Improve the relevant content, document publication dates and compare subsequent observations with an unchanged set of questions.

Important limitation: Smith sells relevant agency services. Treat the episode’s headline conversion claims as observations requiring their own context, not a forecast for your pipeline. This is also the oldest selection: use it for experiment design, not as a current platform specification. (lennysnewsletter.com)