Who Owns the Website: Product Marketing vs. SEO & AEO Showdown

Every team agrees the website is critical, but when it comes to ownership, alignment quickly breaks down. In this lively and unfiltered webinar, the We're Not Marketers crew joins BX Studio to debate one of the most contentious topics in modern marketing: Who actually owns the website, and who should?

Through a dynamic back-and-forth, product marketers and SEO leaders challenge each other’s assumptions around messaging, visibility, and performance. The conversation goes beyond surface-level disagreements to unpack the real issue of misalignment. From keyword-driven content to brand storytelling, the panel explores how disconnected strategies can dilute messaging, hurt conversions, and ultimately limit growth.

Rather than declaring a single “owner,” the speakers highlight a more effective path forward—collaboration. They share practical frameworks for aligning product marketing, SEO, and content teams, and explain how to build a website that not only attracts traffic but converts the right audience. Whether you’re struggling with internal silos, unclear metrics, or conflicting priorities, this session offers a refreshingly honest look at what it takes to make your website actually perform.

Meet the Speakers

• Eric Holland, Gab Bujold, and Zach Roberts, The We're Not Marketers crew
• Jacob Sussman, Co-Founder & CEO of BX Studio
• Nikiya Griffith, Director of Organic Growth at BX Studio
• Grace Arrese, Partnerships Manager at BX Studio

Key Takeaways

• There’s no single “owner” of the website. The most effective teams share ownership across product marketing, SEO, and content, with clear roles by page type.
• Messaging should lead, but collaboration is key. Product marketing defines the story, while SEO ensures it gets discovered without diluting its impact.
• SEO is not just keywords. Done right, it amplifies strong messaging rather than replacing it, helping the right audience find your brand.
• Alignment early prevents costly mistakes. Lack of communication between teams often leads to poor performance, missed traffic, and low conversions.
• Customer insights should drive content. The best-performing websites reflect real buyer questions, not internal assumptions.
• Metrics should focus on meaningful outcomes. Traffic alone isn’t enough. Teams must track conversion quality, pipeline impact, and user behavior holistically.
• Not all traffic is good traffic. High-performing websites attract and convert the right audience while filtering out poor-fit leads.
• AI search is reshaping strategy. AEO and evolving search behavior require more human, question-driven, and context-rich content.

This webinar is a must-watch for marketing teams navigating internal alignment and looking to turn their website into a true growth engine.