How to Transition Your SEO Team to an AEO Team

The Problem: Your SEO Team Is Optimizing for the Wrong Search Engine

Your organic traffic is flat. Your rankings look solid. But your brand isn't showing up in ChatGPT. Perplexity users never hear about you. Claude doesn't cite your content. Meanwhile, your competitors are getting cited in AI answers, and those citations are becoming the new click-through.

This isn't a SEO problem anymore. It's an AEO problem.

Answer Engine Optimization (AEO) is fundamentally different from traditional SEO. Google rewards keyword density and backlinks. ChatGPT, Perplexity, Gemini, and Claude reward authoritative, well-structured, directly answerable content. They cite sources based on relevance, clarity, and trustworthiness, not PageRank.

Your SEO team was built to win Google. But AI is replacing search engines, and your team's skills, tools, and workflows are becoming obsolete. The question isn't whether to transition, it's how fast you can do it.

This guide walks you through the exact steps to convert your SEO organization into an AEO organization in 90 days. You'll learn which roles to reshape, what new skills your team needs, which tools to adopt, and how to execute a transition plan that doesn't crater your Google rankings in the process.

Prerequisites: What You Need Before You Start

Before you reorganize, audit three things.

First: Your Current AI Visibility

You can't improve what you don't measure. Use SearchFIT's AI tracking to establish a baseline. How many times is your brand cited in ChatGPT responses? In Perplexity? In Gemini, Claude, and Grok? What percentage of relevant queries return your content as a source?

If you're at 0%, that's actually useful information, you have a clear starting point. If you're at 15%, you're already partially visible but leaving massive opportunity on the table.

This baseline becomes your north star metric for the next 90 days.

Second: Your SEO Team's Current Skill Mix

Do a skill inventory. Who on your team understands:

• Technical SEO and site architecture?
• Content strategy and topical authority?
• Link building and domain authority?
• Analytics and conversion tracking?
• Data analysis and experimentation?
• Content writing and tone?

You'll keep the first four. You'll amplify the fifth. You'll reshape the sixth. Make a list of each person's current strengths and gaps, you'll use this to assign new roles.

Third: Your Tool Stack

What are you currently using? Ahrefs, Semrush, SE Ranking, Conductor, Moz, these are all built for Google SEO. They track rankings, backlinks, and traffic. They're valuable for Google, but they're blind to AI visibility.

You'll keep these tools for Google monitoring (because Google still matters), but you need to add SearchFIT's analytics platform to track performance across AI engines. This is non-negotiable, you cannot optimize for something you cannot measure.

Step 1: Understand the Core Differences Between SEO and AEO

Before you reorganize, your team needs to understand why they're reorganizing. The differences between SEO and AEO aren't cosmetic, they're structural.

SEO optimizes for search algorithm ranking. AEO optimizes for LLM citation.

Google's algorithm ranks pages based on hundreds of signals: backlinks, keyword relevance, user engagement, domain authority, freshness, and more. The goal is to appear in the top 10 results for a given query.

LLMs cite sources based on a different calculus. They need:

• Direct answers to specific questions
• Clear, well-structured information
• Trustworthy domain authority
• Relevance to the query intent
• Comprehensive coverage of the topic

From search to AI, the shift is fundamental. An SEO-optimized article might be keyword-stuffed, thin on depth, and designed to rank for 200+ related keywords. An AEO-optimized article is dense with information, directly answers the query, and positions your brand as the authoritative source.

SEO content is written for scanners. AEO content is written for extractors.

Google users scan search results. They click, skim, and bounce. SEO content is optimized for this behavior, short paragraphs, bullet points, keyword bolding, and clear CTAs.

LLMs extract information. They parse your entire page, synthesize it with other sources, and cite the most relevant passages. AEO content needs to be comprehensive, well-organized, and packed with useful detail. A 500-word article will never rank in AEO. A 3,000-word authoritative guide will.

SEO rewards topical authority through backlinks. AEO rewards topical authority through depth and structure.

In Google SEO, domain authority comes from external links. You can have a thin, mediocre article on a high-authority domain and still rank. In AEO, authority comes from demonstrable expertise. Your content needs to be so comprehensive and well-sourced that the LLM has no choice but to cite it.

Have your team read SEO vs. AEO: The Content Optimization Shift You Can't Ignore and From SEO Pro to AEO Expert: Your Complete Transition Guide. This isn't optional, everyone on your team needs to understand the game has changed.

Step 2: Redefine Success Metrics and KPIs

Your SEO team measures success by rankings, traffic, and conversions. These metrics still matter, but they're incomplete.

Add these AEO-specific metrics to your dashboard:

AI Citation Volume

How many times per month is your brand cited across ChatGPT, Perplexity, Gemini, Claude, and Grok? This is your primary metric. Set a baseline and a 90-day target. If you're at zero citations, aim for 50-100 per month by day 90. If you're at 100, aim for 500.

AI Citation Rate by Engine

Break this down by platform. You might be cited heavily in Perplexity but invisible in ChatGPT. This tells you which engines to prioritize and which content strategies are working.

Citation-to-Traffic Ratio

Not all AI citations drive traffic. Some do, some don't. Track which AI citations actually send users to your site. This helps you understand which content is both AI-visible and conversion-capable.

Topical Authority Score

Use SearchFIT's analytics to measure your topical authority across key subject areas. Are you the go-to source for "AI search visibility" or just tangentially mentioned? The depth of your authority determines citation frequency.

Google Rankings and Traffic (Still)

Don't abandon Google metrics. You're adding AEO metrics, not replacing SEO metrics. Track both. The goal is to optimize for AI without cannibalizing Google performance.

Create a dashboard that shows all six metrics. Update it weekly. Share it with leadership monthly. This becomes your source of truth for whether the transition is working.

Step 3: Audit Your Content Library for AEO Readiness

You don't need to rewrite everything. You need to identify what's worth rewriting.

Sort your content by:

Topical Relevance

Which of your articles address questions that AI engines are actually being asked? If you write about "advanced SaaS accounting," but nobody asks Claude about accounting, that content won't get cited.

Pull query data from your analytics. Look at your top 100 organic keywords. Which of these are being asked in ChatGPT and Perplexity? (You can test this manually, or use SearchFIT to identify high-opportunity topics.)

Focus your rewrite effort on high-traffic, high-relevance content first.

Depth and Comprehensiveness

Read your top 20 articles. Are they 800 words or 3,000 words? Do they comprehensively answer the question, or do they just skim the surface?

AEO rewards depth. If your article is under 1,500 words, it's probably too thin. If it's under 2,500 words, it's definitely too thin. LLMs need material to work with.

Structure and Clarity

Are your articles well-organized? Can an LLM easily extract the key information? Or is the information scattered, buried, or implied?

LLMs favor clear hierarchies: H2 headings that break the topic into subtopics, H3 headings that break those into sub-subtopics, numbered lists, and bullet points. If your articles are wall-of-text paragraphs, they're invisible to LLMs.

Authority and Sourcing

Do your articles cite sources? Do they include original research, data, or expert quotes? Or are they mostly opinion?

LLMs favor well-sourced content. If you make a claim, back it up with a link or a quote. This signals authority and makes your content more likely to be cited.

Create a spreadsheet with your top 50 articles. Score each on relevance (1-5), depth (1-5), structure (1-5), and authority (1-5). Articles scoring 15+ are rewrite candidates. Articles scoring 12-14 need optimization. Articles scoring under 12 are deprioritized.

This becomes your content roadmap for the next 90 days.

Step 4: Reshape Your Team Roles and Responsibilities

Your SEO team probably has these roles: SEO Manager, Content Strategist, Technical SEO Specialist, Link Builder, Analytics Manager. These roles still exist in an AEO organization, but their responsibilities shift.

AEO Manager (formerly SEO Manager)

Responsibilities:

• Set AEO strategy and quarterly goals
• Monitor AI citation metrics and topical authority
• Coordinate between content, technical, and analytics teams
• Report on AEO performance to leadership
• Manage the tool stack (SearchFIT, SEO tools, analytics platforms)

Skills needed: Strategic thinking, data literacy, understanding of both SEO and AEO, ability to communicate technical concepts to non-technical stakeholders.

If your current SEO Manager has strong strategic skills and is willing to learn AEO, they can transition into this role. If they're too attached to Google rankings, you may need to hire or promote someone new.

AEO Content Strategist (formerly Content Strategist)

Responsibilities:

• Identify high-opportunity topics for AI citation
• Plan content depth and structure for AEO (not SEO)
• Develop content briefs that prioritize comprehensiveness and clarity
• Oversee content rewrites and optimization
• Manage topical authority across key subject areas

Skills needed: Content strategy, topical authority mapping, understanding of LLM behavior, ability to brief writers on AEO requirements.

Your current Content Strategist can transition here if they're willing to shift from "keyword research and search intent" to "topical authority and LLM citation patterns." This is a learnable skill, but it requires mindset shift.

Technical AEO Specialist (formerly Technical SEO Specialist)

Responsibilities:

• Ensure site structure supports topical authority (clear hierarchy, internal linking, breadcrumbs)
• Implement structured data (schema markup) that helps LLMs understand your content
• Optimize site speed and crawlability
• Maintain Google SEO fundamentals (because Google still matters)
• Monitor for technical issues that might reduce AI visibility

Skills needed: HTML/CSS, site architecture, structured data, analytics, understanding of how LLMs crawl and parse pages.

Your current Technical SEO Specialist can transition here with minimal retraining. The work is similar, they're just adding AEO-specific optimization on top of SEO fundamentals.

AEO Writer (new or promoted role)

Responsibilities:

• Write comprehensive, well-structured content optimized for AEO
• Conduct research and source information
• Incorporate original data, quotes, and examples
• Optimize for clarity and directness (not keyword density)
• Revise content based on AEO performance feedback

Skills needed: Research, writing, ability to synthesize complex information, understanding of AEO content requirements.

You might promote your best content writers into this role. Or you might hire new writers who specialize in long-form, research-driven content. Either way, you need writers who can produce 2,500-5,000 word articles that are comprehensive, well-sourced, and authoritative.

Analytics and Optimization Manager (formerly Analytics Manager)

Responsibilities:

• Track AEO metrics (citations, topical authority, citation-to-traffic ratio)
• Identify which content is driving AI citations and traffic
• Run A/B tests on content structure, depth, and messaging
• Provide weekly insights to the AEO Manager and Content Strategist
• Maintain dashboards in SearchFIT and other analytics tools

Skills needed: Analytics, data visualization, statistical thinking, ability to identify patterns and opportunities.

Your current Analytics Manager can transition here easily. They're already used to tracking metrics and identifying patterns, they're just adding new metrics to the mix.

Link Building Role (reduced or eliminated)

Traditional link building becomes less critical in AEO. LLMs don't care about your backlink profile. They care about your content quality and topical authority.

You can reduce or eliminate this role. If you keep it, rebrand it as "Authority Building" and focus on:

• Getting mentioned in industry publications (which signals authority to LLMs)
• Building relationships with journalists and influencers
• Creating linkable assets that naturally attract citations
• Monitoring brand mentions across the web

But this is a lower priority than content and technical optimization.

Step 5: Upskill Your Team on AEO Fundamentals

Your team knows SEO. They don't know AEO. Close this gap in the first two weeks.

Required Reading

Every team member should read:

1. From Search to AI: Understanding the Shift from SEO to AEO (30 minutes)
2. SEO vs. AEO: The Content Optimization Shift You Can't Ignore (30 minutes)
3. How AEO is Changing SEO (20 minutes)
4. Transitioning from SEO to AEO (45 minutes)

Total time: 2 hours per person. Schedule this for the first week.

Hands-On Exploration

Have your team spend time actually using the AI engines they're optimizing for:

• Ask ChatGPT 10 questions related to your industry. Which sources does it cite? Why?
• Do the same in Perplexity, Gemini, and Claude.
• Look for patterns. What type of content gets cited? What doesn't?
• Identify your competitors' content that's getting cited. Read it. Understand why it's winning.

This is not optional. Your team needs to develop intuition for what LLMs value. You can't build this intuition from reading alone, you need to see it in action.

Tool Training

If you adopt SearchFIT (which you should), spend a full day training your team on:

• How to access AI tracking data
• How to interpret citation metrics
• How to identify topical authority gaps
• How to use analytics to guide content strategy

Your SearchFIT account manager can run this training. Or watch the product tutorials and have your Analytics Manager lead the training.

Weekly AEO Huddles

Starting week one, run a 30-minute weekly huddle where your team discusses:

• What we learned this week about AEO
• Which pieces of content are getting cited
• Which topics are underrepresented
• What we're testing next week

This keeps AEO top-of-mind and builds team momentum.

Step 6: Develop Your AEO Content Strategy

Now that your team understands AEO, it's time to build a strategy.

Identify High-Opportunity Topics

Use your keyword research tool (Ahrefs, Semrush, etc.) to identify topics that:

1. Your audience is searching for
2. Have decent search volume (1,000+ monthly searches)
3. You have some existing content on
4. You can become the authoritative source for

But also test these topics in ChatGPT and Perplexity. Are people asking about them? If the search volume is 5,000 monthly but nobody's asking Claude, it's a lower priority.

Create a list of 20-30 high-opportunity topics. These become your AEO content roadmap.

Map Topical Authority

For each topic, identify the subtopics you need to cover to become authoritative. If your topic is "AI search visibility," your subtopics might be:

• What is AI search visibility?
• Why does AI search visibility matter?
• How to measure AI search visibility
• How to improve AI search visibility
• Tools for AI search visibility
• Common mistakes in AI search visibility

You need comprehensive coverage. If you only have one article on "AI search visibility" and it's 1,500 words, you're not authoritative. If you have five articles covering different angles, each 2,500-4,000 words, you're building topical authority.

Create Content Briefs

For each article, create a detailed brief that includes:

• Target keyword and intent
• Subtopics to cover (H2s and H3s)
• Minimum word count (2,500-4,000 words for AEO)
• Required sources and citations (aim for 10-15 external links)
• Original research or data to include
• Expert quotes or examples
• Internal linking opportunities

These briefs should be 2-3 pages long. They're specific enough that a writer can produce high-quality content without constant back-and-forth.

Prioritize by Impact and Effort

Not all content is equally valuable. Prioritize by:

1. Traffic potential (how many people are searching for this?)
2. Citation likelihood (how likely is an LLM to cite content on this topic?)
3. Conversion potential (if cited, will it drive high-value traffic?)
4. Effort required (how much research and writing is needed?)

Start with high-traffic, high-citation, low-effort topics. Build momentum. Then tackle the harder topics.

Step 7: Implement AEO Content Standards

Your team now understands AEO and has a content roadmap. Now they need standards for execution.

Depth Standards

AEO content should be:

• Minimum 2,500 words for technical topics
• Minimum 3,000 words for complex topics
• Minimum 2,000 words for straightforward topics

If an article is under 2,000 words, it's probably too thin for AEO. Depth is a feature, not a bug.

Structure Standards

Every article should have:

• A clear introduction that answers the question (in the first 100 words)
• 5-8 H2 sections that break the topic into subtopics
• 2-3 H3 subsections under each H2
• Numbered lists for sequential information
• Bullet points for non-sequential information
• A conclusion that summarizes key takeaways
• Internal links (5-10 per article)
• External links (10-15 per article)

This structure makes it easy for LLMs to parse your content and extract relevant information.

Authority Standards

Every article should include:

• At least 10 external citations (links to authoritative sources)
• At least 5 internal citations (links to your own related content)
• Original research, data, or expert quotes (if relevant)
• Clear sourcing for all claims
• Author byline with credentials (if applicable)

Why websites still matter for SEO and AEO in AI search is because they're the foundation of your authority. Your site structure, internal linking, and content organization signal expertise to both Google and LLMs.

Clarity Standards

Every article should:

• Use simple, direct language (avoid jargon unless explained)
• Use short paragraphs (2-4 sentences maximum)
• Use active voice ("We measured" not "It was measured")
• Use concrete examples (not abstractions)
• Use numbered steps for how-tos

LLMs extract information more effectively from clear, well-organized content. Clarity is optimization.

Review Checklist

Before publishing, every article should pass:

• Word count check (minimum 2,000 words)
• Structure check (clear H2/H3 hierarchy)
• Citation check (10+ external, 5+ internal links)
• Authority check (original data, expert quotes, or unique perspective)
• Clarity check (simple language, short paragraphs, active voice)
• Technical check (proper formatting, no broken links, proper schema markup)

Create a simple checklist in your CMS or project management tool. Every writer and editor should use it before submitting.

Step 8: Optimize Your Site Architecture for AEO

Content is 60% of AEO. Site architecture is 40%.

LLMs need to understand how your content relates to each other. This means:

Clear Topical Hierarchies

If your topic is "AI search visibility," your site structure should reflect this:

/ai-search-visibility/ (pillar page)
/ai-search-visibility/chatgpt-seo/
/ai-search-visibility/perplexity-ranking/
/ai-search-visibility/gemini-optimization/
/ai-search-visibility/measuring-ai-visibility/

Not:

/blog/chatgpt-tips/
/blog/perplexity-hacks/
/resources/ai-guide/

Clear hierarchies signal topical authority to LLMs.

Internal Linking Strategy

Link aggressively within topic clusters. If you write about "ChatGPT SEO," link to:

• Your pillar page on AI search visibility
• Related subtopics (Perplexity ranking, Gemini optimization)
• Foundational content (what is AEO?)

Aim for 5-10 internal links per article, with anchor text that's descriptive (not "click here").

Breadcrumb Navigation

Implement breadcrumb navigation that shows the topic hierarchy:

Home > AI Search Visibility > ChatGPT SEO > How to Optimize for ChatGPT

This helps LLMs understand how your content fits into your overall topical authority.

Schema Markup

Implement schema markup for:

• Articles (Article schema)
• FAQs (FAQPage schema)
• How-tos (HowTo schema)
• Breadcrumbs (BreadcrumbList schema)

Schema markup helps LLMs understand your content structure and increases the likelihood of citation.

Site Speed

LLMs crawl fast. If your site is slow, they might not crawl it fully. Optimize for:

• Core Web Vitals (LCP, FID, CLS)
• Image optimization
• Caching
• CDN delivery

Use Google PageSpeed Insights to identify bottlenecks. Fix the top 3-5 issues.

Step 9: Launch Your 90-Day Transition Plan

You've done the planning. Now it's time to execute.

Weeks 1-2: Onboarding and Training

• Day 1-2: Team reads required AEO materials
• Day 3-5: Team explores AI engines (ChatGPT, Perplexity, Gemini, Claude, Grok)
• Day 6-10: Tool training (SearchFIT, analytics platforms)
• Week 2: Weekly AEO huddle #1

Deliverables: Team understanding of AEO, baseline AI citation metrics from SearchFIT, competitor analysis (which competitors are getting cited?)

Weeks 3-6: Content Audit and Strategy

• Audit existing content for AEO readiness
• Identify 20-30 high-opportunity topics
• Map topical authority for each topic
• Create content briefs for priority articles
• Begin rewriting top 5 articles

Deliverables: Content audit spreadsheet, topic list, topical authority map, 5 content briefs, 2-3 rewritten articles published

Weeks 7-12: Content Production

• Publish 2-3 new or rewritten articles per week
• Optimize site architecture (URL structure, internal linking, breadcrumbs)
• Implement schema markup
• Weekly AEO huddles (tracking what's working, what's not)
• Monitor AI citations in SearchFIT

Deliverables: 12-18 new/rewritten articles, optimized site structure, schema markup implementation, weekly reports on AI citation progress

Week 13: Review and Adjust

• Compare AI citation metrics to week 1 baseline
• Identify which content is getting cited
• Identify which topics need more coverage
• Plan next 90 days based on learnings

Deliverables: 90-day performance report, plan for next quarter

Key Metrics to Track Weekly

• Total AI citations (ChatGPT, Perplexity, Gemini, Claude, Grok)
• Citations by topic (which topics are winning?)
• Citations by article (which articles are driving citations?)
• Traffic from AI citations (is citation traffic converting?)
• Google rankings (are we maintaining SEO performance?)
• Google organic traffic (is SEO traffic flat, up, or down?)

Update SearchFIT's analytics dashboard weekly. Share results with your team and leadership.

Step 10: Monitor, Test, and Iterate

AEO is not a set-it-and-forget-it strategy. It's a continuous optimization process.

Weekly Analysis

Every week, ask:

• Which articles got cited this week?
• Which topics are underrepresented in AI responses?
• Which competitors are getting cited more than us?
• What's working in our content that we should double down on?
• What's not working that we should change?

Use SearchFIT to answer these questions. Your analytics should inform your next week's priorities.

Monthly Testing

Run small tests to improve AEO performance:

• Test different article lengths (2,500 vs. 3,500 vs. 5,000 words)
• Test different content structures (more H2s vs. fewer, more lists vs. narrative)
• Test different types of content (how-tos vs. explainers vs. research reports)
• Test different internal linking strategies

Measure the impact on AI citations. Double down on what works.

Quarterly Strategy Review

Every 90 days, review:

• Overall AEO performance (citations, topical authority, traffic)
• Which topics are winning
• Which topics need more investment
• Which team members are excelling
• Which tools are valuable vs. which should be cut
• What to prioritize next quarter

Use this review to adjust your strategy and reallocate resources.

Competitive Monitoring

Every month, check:

• Which competitors are getting cited in AI responses?
• What topics are they covering that you're not?
• How deep is their content vs. yours?
• Are they getting more citations in specific AI engines?

This competitive intelligence should inform your content roadmap.

Common Pitfalls to Avoid

Pitfall 1: Treating AEO as an Addition to SEO

AEO is not a side project. It's a fundamental shift in how you approach content and optimization. If you treat it as "SEO plus AI optimization," you'll do neither well.

Instead, make AEO your primary focus. Maintain Google performance, but optimize for AI first.

Pitfall 2: Assuming Your SEO Content is AEO-Ready

It's not. Your 1,500-word keyword-optimized article is not going to rank in AEO. You need to rewrite it, make it longer, more comprehensive, better structured.

Don't assume you can just add a few paragraphs and call it done. Plan for 50-70% of your top content to need substantial rewrites.

Pitfall 3: Focusing Only on ChatGPT

ChatGPT is the biggest AI engine, but it's not the only one. Perplexity, Gemini, Claude, and Grok all have different citation patterns and content preferences.

Optimize for all of them. Use SearchFIT to track performance across all engines. Don't put all your eggs in ChatGPT's basket.

Pitfall 4: Ignoring Google

Google still sends 90% of search traffic. Don't abandon SEO optimization while you're building AEO.

The good news: most AEO optimization also helps Google. Longer, more comprehensive, better-structured content ranks well on Google too.

The bad news: some AEO tactics (like heavy internal linking) can dilute page authority on Google. Monitor your Google rankings weekly to make sure you're not cannibalizing SEO performance.

Pitfall 5: Underestimating the Effort Required

Building an AEO program is not a part-time job. It requires:

• Content rewriting (weeks 3-12)
• Site architecture optimization (weeks 7-12)
• Continuous monitoring and iteration (ongoing)
• New tool adoption and training (weeks 1-2)

If you're expecting your team to do this on top of their current SEO responsibilities, you're setting yourself up for failure. Either hire new people or reduce SEO responsibilities to make room for AEO.

Pitfall 6: Not Measuring the Right Metrics

If you only measure Google rankings and traffic, you'll miss AEO progress. You need to measure:

• AI citations (primary metric)
• Topical authority (secondary metric)
• Citation-to-traffic ratio (conversion metric)
• Google rankings (maintenance metric)

Set up SearchFIT dashboards for all of these. Review weekly. Let the data guide your decisions.

Wrapping Up: Your 90-Day Roadmap

Transitioning your SEO team to an AEO team is not a small project. It requires:

1. Understanding the difference between SEO and AEO (weeks 1-2)
2. Redefining success metrics to include AI citations (week 1)
3. Auditing your content for AEO readiness (weeks 3-4)
4. Reshaping team roles to focus on AEO (weeks 1-2)
5. Upskilling your team on AEO fundamentals (weeks 1-2)
6. Developing an AEO content strategy (weeks 3-6)
7. Implementing AEO content standards (weeks 3-6)
8. Optimizing site architecture for AEO (weeks 7-12)
9. Executing a 90-day plan with clear deliverables (weeks 1-13)
10. Monitoring, testing, and iterating based on data (weeks 1-13, ongoing)

If you follow this roadmap, you should see measurable AEO progress by day 90:

• 50-200 AI citations per month (up from 0-10)
• Clear topical authority in 3-5 key areas
• 2-3 pieces of content consistently cited in AI responses
• A team that understands and can execute AEO strategy
• A tool stack that measures AEO performance

Starting week 1, set up SearchFIT to track your baseline AI visibility. This is your north star. Everything else flows from this measurement.

The window for AEO leadership is closing. Your competitors are already optimizing. Start your transition now, execute ruthlessly for 90 days, and you'll have a sustainable competitive advantage in AI search.

The question is not whether to transition to AEO. The question is how fast you can do it.