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What is AEO? Getting your business into AI answers

By Freddie Foley2 min read

For years, being found online meant ranking on Google's list of blue links. Now a growing number of people simply ask an AI tool, like ChatGPT, Perplexity or the AI Overview at the top of Google, and read the answer it writes. AEO, or answer engine optimisation, is about making sure your business can be part of that answer.

How it differs from SEO

Traditional SEO aims to get a page listed in search results. AEO aims to get your business mentioned or recommended when an AI tool answers a question. In practice they overlap heavily: AI tools lean on the same signals search engines do, such as clear information, a good reputation and sites that are easy to read.

What AI tools look for

  • Clear answers to common questions. If customers often ask "How much does it cost?" or "Do you cover my area?", answer it plainly on your website.
  • Accurate, consistent business details across your website, Google Business Profile and other listings.
  • Reputation. Reviews and mentions on other trusted websites suggest you're a real, well-regarded business.
  • Structured data. Behind-the-scenes code that labels your business name, address, services and FAQs so machines can read them reliably.
  • Pages that load properly. If a page is slow or blocked, neither search engines nor AI tools will use it.

Practical steps for a small business

  1. Add a frequently asked questions section to your site using your customers' own words.
  2. Make each service its own page, explaining what it is, who it's for and where you offer it.
  3. Keep your Google Business Profile complete and up to date.
  4. Keep collecting honest reviews.
  5. Ask a few AI tools about businesses like yours in your area, see who gets mentioned, and look at what their websites do well.

An honest note

Nobody can guarantee an AI tool will recommend you, just as nobody can guarantee first place on Google. What you can do is make your business easy to understand and easy to trust. That helps with search engines, AI tools and, most importantly, people.

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