Be Found Framework (BFF): How Businesses Win in the AI Search Era

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July 22, 2026 / Beth Yap

What’s Inside?

Search is no longer a linear journey where a user types a keyword into a search bar, browses a list of blue links, and lands on a website. Today’s search ecosystem is multi-dimensional-powered by traditional search algorithms, generative AI engines, and autonomous agents acting on behalf of users.

To win in this environment, businesses must optimize across two core dimensions: AI Optimization and Experience Optimization. The Be Found Framework (BFF) brings these two dimensions together across four essential strategic pillars: SEO, GEO, SXO, and AXO.

The 4 Pillars of the Be Found Framework

Pillar 1: Search Engine Optimization (SEO)

Search Engine Optimization remains the core foundation of online visibility. SEO ensures search engine crawlers can efficiently discover, index, and rank digital content across web and local search results.

  • Primary Target: Search Engine Crawlers & Indexers
  • Core Goal: Maximize organic visibility, keyword rankings, and domain authority
  • Key Components: On-page content optimization, technical health, crawlability, quality backlinks, and local signal optimization

Pillar 2: Generative Engine Optimization (GEO)

Generative Engine Optimization positions digital entities to be cited, summarized, and recommended by Large Language Models (LLMs) and conversational AI engines (e.g., ChatGPT, Gemini, Perplexity, and AI Overviews).

  • Primary Target: Large Language Models & AI Knowledge Engines
  • Core Goal: Become the authoritative source cited in conversational AI responses
  • Key Components: Entity-based optimization, structured facts, direct-answer formatting, and off-site brand reputation signals

Pillar 3: Search Experience Optimization (SXO)

Search Experience Optimization merges traditional SEO with user experience (UX) and conversion rate optimization (CRO). It ensures that once a human visitor lands on a property, they enjoy an intuitive, friction-free journey that leads to conversion.

  • Primary Target: Human Visitors
  • Core Goal: Convert search traffic into leads and revenue through exceptional user experiences
  • Key Components: Visual hierarchy, fast page speed, intuitive navigation, engagement design, and optimized conversion paths

Pillar 4: Agent Experience Optimization (AXO)

Agent Experience Optimization prepares digital assets for autonomous AI agents that perform research, compare options, and execute actions on behalf of users. AXO ensures machine agents can easily interpret business data, evaluate service suitability, and complete transactions seamlessly.

  • Primary Target: Autonomous AI Agents & Personal Assistants
  • Core Goal: Enable AI agents to validate, select, and interact with your business without human friction
  • Key Components: Rich Schema.org (JSON-LD) markup, explicit suitability criteria, machine-readable pricing, and API-accessible action paths

Experience vs. AI Dimensions

                    be found framework infographic (1)

The Be Found Framework separates modern digital strategy into two complementary tracks:

1. The Experience Dimension (Human-Centric)

The Experience dimension covers the end-to-end journey of a real person discovering, evaluating, and interacting with a brand.

  • SEO drives discoverability by meeting users where they actively search.
  • SXO transforms that initial discoverability into a high-converting, satisfying experience on-site.

2. The AI Dimension (Machine-Centric)

The AI dimension focuses on how machine algorithms, synthesis engines, and autonomous tools view and interact with a business.

  • GEO ensures that generative AI models cite and recommend the brand during conversational research.
  • AXO provides the underlying structure and actionability that autonomous AI agents need to evaluate options and complete transactions.

Deep Dive: SXO & AXO

Deep Dive: Search Experience Optimization (SXO)

SXO recognizes that traffic alone is vanity-conversions drive real impact. By blending SEO with User Experience (UX) design, SXO ensures every landing page fulfills the searcher’s intent immediately upon arrival.

        sxo infographic

Core Components of SXO

  • Intent-Driven Layouts: Structuring page content so answers, pricing, and main offerings are immediately visible above the fold.
  • Frictionless Conversion Paths: Simplifying forms, reducing click-depth to key tasks, and placing prominent calls to action (CTAs).
  • Performance & Speed: Eliminating layout shifts, fast page load times, and ensuring mobile responsiveness.
  • Trust & Social Proof: Integrating customer reviews, badges, and authentic testimonials at decision points.

Example Scenario

Context: A residential plumbing services provider.

  • Standard Approach: Ranks #1 for “water heater repair,” but visitors land on a wall of dense text, get confused on mobile, and bounce to a competitor.
  • SXO Approach: Ranks #1 and lands the visitor on a clean mobile page with a prominent “Book Emergency Repair” button, transparent pricing ranges, customer star ratings, and an instant online booking widget.
  • Outcome: Higher conversion rates, lower bounce rates, and stronger search engine performance signals.

Deep Dive: Agent Experience Optimization (AXO)

As autonomous AI agents handle research, comparison, and booking tasks for consumers, websites must become readable and actionable for machines. AXO optimizes your digital infrastructure so AI agents can evaluate, validate, and transact with your business seamlessly.

            axo infographic

Core Components of AXO

  • Comprehensive Schema Markup (JSON-LD): Giving machines explicit, structured metadata about services, products, locations, hours, and pricing logic.
  • Explicit Suitability Statements: Clear text defining who a product or service is designed for (and who it is not for), enabling reasoning engines to accurately assess fit.
  • Machine Actionability: Clear booking endpoints, simple checkout flows, or open APIs that allow agents to execute actions without getting blocked by complex CAPTCHAs or broken UI flows.
  • Off-Site Consistency: Ensuring pricing, availability, and business parameters are identical across third-party directories, review sites, and official platforms to maintain agent trust scores.

Example Scenario

Context: A local boutique hotel attempting to secure corporate bookings made via AI assistants.

  • Prompt to AI Agent: “Find a hotel downtown with free Wi-Fi, business desk setups, and under $200/night for next Tuesday.”
  • Standard Approach (Low AXO): Room rates and amenities are embedded inside un-parseable PDF brochures or complex JavaScript widgets. The AI agent cannot verify the details and excludes the property.
  • AXO Approach: The hotel uses structured HotelRoom schema with detailed attributes (amenityFeature, priceSpecification, availability). The AI agent instantly validates all criteria and selects the hotel for the user.

The Modern Customer Journey

The modern customer journey moves fluidly across search engines, conversational AI platforms, and direct web interactions. The Be Found Framework supports every stage of this multi-channel lifecycle:

customer journey infographic

 

Journey Stage Applicable Pillars What Happens in Search & AI Strategic Goal
1. Discovery SEO & GEO A user searches traditional engines or asks an AI assistant for recommendations. Establish broad visibility in search results and ensure inclusion in AI-generated answers.
2. Evaluation GEO & AXO The user or an AI agent evaluates options, compares features, and verifies suitability. Provide structured facts, clear suitability criteria, and strong entity authority to win the shortlist.
3. Decision SXO & AXO The user visits the site directly, or an AI agent completes a booking or transaction request. Eliminate friction for human users on-site while ensuring automated agents can complete transactions.
4. Retention & Trust SXO & GEO Customers post feedback, leave reviews, and engage with post-purchase support. Maintain strong reputation signals across digital ecosystems to feed positive data back into AI knowledge graphs.

Implementation Roadmap

To deploy the Be Found Framework effectively, follow these core steps:

  1. Establish Foundation (SEO): Fix technical health issues, optimize site architecture, ensure fast load times, and build domain authority.
  2. Build Authority & Knowledge Signals (GEO): Use clear answer formatting, optimize entity relationships, and earn authoritative mentions across relevant digital publications.
  3. Optimize User Experience (SXO): Streamline navigation, design clear conversion pathways, optimize for mobile engagement, and reduce friction points on high-intent pages.
  4. Prepare for Autonomous Agents (AXO): Implement JSON-LD schema across all key assets, publish clear suitability criteria, unify off-site entity data, and verify machine access across transaction paths.

 

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Source: 

Beth Yap

Beth Yap

With a decade of experience in digital marketing, Beth crafts compelling content that captivates audiences and drives results. A passionate storyteller and digital strategist, she brings a unique perspective to her work. When she’s not crafting content, you can find her exploring the great outdoors or indulging in her love for Harry Potter.