AEO is powerful, but with power comes the temptation to exploit.
In this section, we’ll explore how to stay ethical, avoid spammy practices, and build long-term trust – with models, users, and your own reputation.
What not to do
Here are a few tactics that may feel clever but will likely backfire:
Faking Reddit or forum conversations
Creating sock-puppet accounts to mention your brand, upvote your product, or insert fake testimonials will:
- Get your content removed
- Get your domain flagged or downweighted
- Harm real community perception
Even if the model doesn’t detect it now, future updates can.
Mass-spinning generic AI content
Auto-generating 100 blog posts with ChatGPT and no human review is a recipe for being ignored. Or worse:
- You pollute the web (and possibly your own site)
- Models may detect lack of originality
- It doesn’t convert
Keyword cramming for LLMs
Stuffing pages with repeated phrases like “best 2025 project management app for teams in Finland” in every paragraph isn’t just ineffective – it signals low trust.
LLMs are trained to value clarity, not density.
Impersonating experts
Don’t pretend to be a customer or expert on third-party platforms. LLMs, search platforms, and humans all respond poorly to dishonesty.
What does work sustainably
Be useful – and fast
Generative models prioritize sources that:
- Deliver answers quickly
- Structure content clearly
- Reflect real-world usefulness
The easiest way to earn trust is to help someone solve a real problem.
Be transparent
On forums or Reddit, you can absolutely say:
“I work at [Brand], so I’m biased, but here’s what I know…”
Surprisingly, transparency earns respect. And it keeps your reputation intact.
Credit your sources
Even if LLMs don’t reward this directly, it helps your content feel real. It also prevents plagiarism and boosts human trust.
Write from real experience
LLMs can’t yet distinguish lived experience from fiction – but humans can. And they signal back to platforms with engagement, trust, and referrals.
Use case studies, first-hand guides, and “here’s what worked for us” content.
Grey areas and your judgment
AEO is still evolving. You’ll encounter situations where there are no official rules.
Examples:
- Reposting the same answer in 3 different places
- Offering affiliate payouts to be listed on third-party blogs
- Creating comparison tables where you always come out on top
Ask yourself:
- Is this something I’d be proud to show a customer?
- Would I be okay if a competitor did the same thing to me?
- Does this behavior make the web better or worse?
Your answer = your policy.
AI + humans = a shared ecosystem
Generative engines learn from the public web. What we publish feeds what they say.
If we flood the web with low-value, self-serving content, it hurts everyone:
- Trust goes down
- Model quality degrades
- Discoverability suffers
AEO isn’t just about gaming a system. It’s about aligning with what users – and models – genuinely value.
That means clarity, relevance, usefulness, and transparency.
In the next section, we’ll tailor all of this based on your company’s stage – so you can apply these principles at exactly the right speed. Proceed to AEO/GEO Strategy by Business Stage.
AEO & GEO Handbook 2026 by People, business, and AI systems clarity coach Mike Moisio