AMA with Kaleigh Moore, AEO Agency Owner and Creator

Kaleigh Moore writes the Content Window newsletter, runs an AEO content agency, and created the Source Signal Stack, a diagnostic framework that helps B2B SaaS companies understand why traditional search rankings don’t automatically translate to AI search citation (and how to fix it). 

Her 12+ years in SaaS content plus reporting for outlets like Forbes, Vogue Business, and ADWEEK taught her that both people and engines cite people with a named point of view and a track record of credibility. As an AirOps certified content engineer and current Harvard graduate student studying AI ethics and LLM information retrieval, she can speak to what's working in AI search.

TL;DR: Kaleigh answered questions from the Superpath Pro community that covered three topics: 

AEO, AI search & how LLMs surface content: Kaleigh’s core thesis is that AI search rewards named, credible humans with independent third-party recognition. Reverse-engineering what works through experimentation is the only real playbook right now.

‍Tools, workflow, & staying current: Kaleigh’s workflow leans heavily on Claude as her core engineer, AirOps for content mapping and ideation, and heavy human editing. Treat AI as a strategic research and gap-analysis layer, not a writing replacement.

B2B Creator strategy & personal brand building: B2B creator work is a massive, largely untapped opportunity, and consistent LinkedIn thought leadership around a named framework is the most reliable method for building a personal brand and a client pipeline.

Kaleigh brings a very clear method and ethos to her work, whether it’s to build her own brand or elevate the AEO representation of her clients. She lays it out in her article Name it to Claim It. "For an LLM to cite a person, a company, or a framework," she says, "[the model] needs three things:"

1. A discrete label. A name for the thing (idea, framework, POV) that’s specific, searchable, and serves as a two-to-five-word “sticky” description of your concept. 
2. Repeated co-occurance. That label needs to show up alongside a specific person or brand, consistently, across enough documents that the model builds a statistical association between the name the idea.
3. Cross-platform verification. LLMs need to see this same label appearing on LinkedIn, in a podcast transcript, in a newsletter, in a trade publication, in a conference talk, as this is a cross-verification that helps prove multiple independent sources reinforce the same association of person + idea.” 

Below is her AMA with the Superpath Pro community, lightly edited for readability.

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AEO, AI search & how LLMs surface content

This was a problem even before AEO, but how do you convince leadership/SMEs to agree to have a real point of view on anything? (Excluding the logistics and time it takes to post and comment).

I just talked about this in my newsletter, but essentially the named POV is more important than ever when it comes to AI search. Here’s an excerpt from the article: “Christensen [creator of the “Jobs To Be Done” Theory”] didn't invent the observation that people hire products to solve problems; researchers and consultants had been circling that insight for decades. But he named it, published about it under that name repeatedly, and, over time, the label stuck. … Your unnamed expertise doesn’t get that treatment, no matter how original it is.” Explaining it this way seems to make it click.

What are the nuances between ChatGPT, Claude, and Perplexity? How do you optimize for each when they all have different rules? How do you choose which model is best? I feel like it's difficult enough to know if LLMs are sending traffic/leads/deals, let alone which model specifically.

I start with the LLM the client cares most about and expand from there. There is so much nuance between different models; you simply cannot please them all! They are all a black box in that we don't explicitly know how they surface answers. My only suggestion here is to reverse engineer what's working and try to learn through experimentation.

How would you describe the demand for AEO services right now? Are people scrambling for it? What's the client education level like compared to traditional SEO services?

Every marketing team has been told "you need to start integrating AI into your work, and we need to be thinking about AI search visibility." It's still very early but there's a lot of demand and interest from companies who want to be early to this party! I'm busier than I've been in years, and I'm even referring out overflow projects. Education level varies but companies who are ready to spend money on it know enough to be dangerous.

You’ve spent a lot of time building authority as a freelance writer. How did you decide it was time to go all-in on AEO? What steps did you take to revamp your brand around AEO?

I will be so honest: I lost two roles I was very deep in the interview process for! One was outsourced to AI, and one I didn't have the AI hands-on experience for--so I decided it was time for me to go all-in. I knew content marketing was changing fast and I didn't want to get left behind, so I started by just getting hands-on with different tools and doing free online courses.

Tools, workflow, & staying current

In the Content, Briefly podcast episode, you mention how useful it is for marketers to know how LLMs actually work when it comes to surfacing results. Do you have any resources for learning more about that, specifically for marketers?

I’ve written a beginners article here (TL;DR: AI rewards credible, clearly structured sources with genuine expertise and original insights, meaning the entire SEO keyword playbook is dead and GEO success depends on building real authority that machines can confidently parse and reference) but for a more technical behind the scenes, I recommend 3 Brown 1 Blue video on LLMs and generative, pre-trained transformers.

Curious where you received your content engineer certification?

AirOps.

What's your AI tool stack?

I try new ones alllll the time! Some faves are: AirOps, Profound, Scrunch (here’s a quick demo on how to use it), Ahrefs, Semrush. The real machine for me though is Claude! God bless all these companies integrating with it so I can use their MCPs to get through all my stuff.

Aside from your newsletter, say a freelancer wants to learn how to be a creator or help companies build their creator program. Where should they look?

Slate has a lot of great content on this, as does Lia Haberman and Michelle Blaser! They publish a lot on this topic

What’s the level of AIisms (i.e. AI “tells” like “it’s not x, it’s y”) in the content you're creating for yourself versus your customer work? Are you building guardrails in AirOps to prevent sounding too much like AI or leaving it for post-processing?

The brand kit is very important and I will be so for real with you, I still do a ton of editing. I don't use [AirOps] much for content production, but I love the metrics and ideation. AI models have new "isms" all the time, so I monitor those and try to tell each model not to use them. AirOps is great for mapping content gaps and spotting opportunities. I prefer to lean on it for topics and fan out queries to prioritize. The data is really helpful.

B2B Creator strategy & personal brand building

I'm a little stuck on where to start building employee/SME-led LinkedIn content beyond our founder. Our ICP is sales enablement leaders, but we don't have anyone who is our ICP in-house. Is it phony baloney to try to make our salespeople grow a following? Does a following even matter here?

I think the answer here is to go to B2B creators and influencers! This is always my recommended workaround, and I wrote about it in depth. (TL;DR: the stack starts with brand-owned content at the bottom and ends with earned community mentions at the top, and the further a signal originates from brand control, the more weight LLMs give it.)

How do you get new clients? What should I be focusing on?

I've landed all my clients by having a strong stance on LinkedIn about how to go about AEO, and providing a lot of free educational content. I also do a lot of demos and free short form AEO audits that I proactively send to clients I want to work with so the opportunity lands right in front of them–steal all of these ideas; they work!

When trying to support internal creators at my company, one obstacle was the executive. They were concerned about investing a lot into building an employee’s personal brand only to have them leave in a year to two (maybe even lose them to a competitor). Have you encountered that pushback and if so, what's your response to it?

Always a possibility! Here's how I frame these conversations: It's good for both of us. Employees get a professional reputation that follows them wherever they work, and the company gets citation infrastructure. You can't really ask for the employee to do this work and not expect SOME sort of upside. Everyone needs to know "what's in it for me?" I know there are companies who incentivize this work (days off, prizes, etc.) but I haven't yet seen it as a line item for employees salaries.

Where do you come up with ideas for content on LinkedIn and your newsletter?

I put a stake in the ground around my named framework (the Source Signal Stack) early this year, and so now everything I write is supporting that idea and building it out more! It has made content planning a breeze and given real shape to my thought leadership work.

What do you think the b2b creator / influencer world will look like 5 years from now? What do your deals look like? What are the commitments you're making to partners?

In a word? Huge! These companies have so much money to spend and it's a race for attention. Still largely untapped but I am so long on it [that I’m] doing this work myself. I can't believe I've booked more than $50K in deals so far this year, considering I just started promoting myself as a b2b creator in February 2026.

Most companies are buying bundled packages with me to do cross platform promotions around launches. I have flirted with exclusivity offers but no one can afford it yet. I'm also offering video tutorials and UGC and that has been in major demand. Being "good on camera" and removing production bottlenecks has been a game changer.

For more from Kaleigh: 

• Follow Kaleigh on LinkedIn 
• Check out her Context Window newsletter or her website for more insights
• Listen to Kaleigh talking about employee AEO potential on the Superpath Podcast