Webflow AI Search Playbook | Vivian Hoang, AEO & SEO Lead @ Webflow

AI search is already driving nearly 10% of Webflow's signups. A key person behind that number is Vivian Hoang, AEO & SEO Lead at Webflow. In this episode, we'll dig into how Webflow's SEO function has evolved over the years, how Vivian started thinking about answer engine optimization before most people even had a name for it, what's actually working for them in AI search, and how she's using tools like AirOps to scale content without sacrificing quality. I'm really excited about this one because Vivian isn't speaking about theory here. She's already built the playbook and has the numbers to back it up. ### What we covered in this episode - ~10% of Webflow's signups now come from AI search, a real and measurable number that proves AEO is a growth channel worth investing in - AEO builds directly on a strong SEO foundation; don't abandon SEO, optimize both in parallel - If you create genuinely authoritative, useful content, you're already doing the right thing for both Google and LLMs - Webflow shifted from top-of-funnel to mid/bottom-funnel content because conversion rates were higher and ToFU traffic was declining with AI Overviews - Audit what you already have before creating anything new, refresh high-potential pages, and build from there - You can't optimize what you don't measure: identify the prompts your audience uses, track your LLM citations, and find your way into the sources LLMs trust in your category - AEO is a team sport: get leadership bought in with data, educate your marketing team, and run small experiments with visible results before scaling ▶ Let's connect! 🔗 Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/ Radyant on LinkedIn: https://www.linkedin.com/company/radyant/ Vivian on LinkedIn: https://www.linkedin.com/in/vivianhoang/ Webflow on LinkedIn: https://www.linkedin.com/company/webflow-inc-/