Not long ago, if someone wanted a personal trainer, a florist or a marketing consultant, they'd type it into Google. Many still do. But more and more people are now asking AI tools like ChatGPT, Gemini and Google's own AI answers instead. They ask things like "Who's a good wedding florist near Basingstoke?" and get a short list of recommendations.
If your business isn't on that list, you won't even know you missed out. That's where AEO comes in.
What is AEO?
AEO stands for answer engine optimisation. It describes work intended to help your content be discovered and used in answers from AI tools. It sits alongside SEO, which helps you rank in normal search results, and a lot of the groundwork is the same. Think of it as making sure the internet tells a clear, consistent story about who you are and what you do.
How AI tools decide who to recommend
AI tools look at information from all over the web to build their answers. Broadly, they favour businesses that:
- clearly explain what they do, who they help and where they are
- have the same details everywhere they're mentioned online
- have good reviews and a solid reputation
- answer the kinds of questions customers actually ask
- are mentioned by other trusted local sources
Six practical steps you can take
- Say exactly what you do and where. On your website, be specific. "Mobile dog groomer covering Hook, Fleet and Odiham" is far more useful to an AI tool than "pampering your pets".
- Add a helpful FAQ section. Answer the real questions people ask you, in simple, everyday language. AI tools love clear questions with clear answers.
- Complete your Google Business Profile. Fill in every section, choose the right categories, add photos and keep your opening hours up to date.
- Collect reviews, and reply to them. Reviews are one of the strongest trust signals for both Google and AI tools. Make asking for them part of your routine.
- Keep your details consistent. Your business name, location, phone number and website should match everywhere, from Facebook to local directories.
- Get mentioned locally. Local business groups, community websites, partner businesses and local news all help show you're a real, trusted part of the area.
Try it for yourself
Open ChatGPT and ask it to recommend a business like yours in your area. Do you come up? Do your competitors? What does it say about you? It's a quick, eye opening exercise and a great way to see where you stand.
The good news is that the groundwork overlaps with good SEO, so getting the basics right helps you on Google and in AI search at the same time.
