Search is changing. Alongside a list of blue links, people increasingly get a direct answer written by an AI assistant or shown at the top of the results page. If your business is not part of that answer, many potential customers will never see you. Answer Engine Optimisation, or AEO, is the practice of making your business easy for those systems to find, understand and trust.
How AEO differs from SEO
Traditional SEO aims to rank your pages in a list of results. AEO aims to make your brand part of the answer itself, whether that answer appears in an AI assistant, an AI summary in search, or a voice response.
The two overlap heavily. Good SEO still matters, because answer engines draw on the same web of content. The difference is emphasis: clear answers, consistent facts and credible sources.
What tends to help
- Answer real questions clearly. Write pages that state the answer to a question plainly, near the top, then add detail. FAQ sections work well for this.
- Use structured data. Schema markup helps machines understand who you are, what you offer and how your content is organised.
- Keep your facts consistent. Your name, services, location and contact details should match everywhere: your website, Google Business Profile and directories.
- Show real expertise. Named authors, genuine experience and original information make content easier to trust.
- Earn credible mentions. Being referenced by reputable sites and publications is a strong signal.
- Keep the technical basics healthy. Pages need to load quickly and be easy for crawlers to read.
What does not work
There is no trick. Stuffing pages with keywords, publishing thin AI-generated filler, or trying to game an assistant tends to backfire. Nobody controls what an AI system says, and anyone who guarantees a specific result should be treated with caution.
How to see where you stand
Once a month, ask the main assistants and search tools the questions your customers ask, such as "who can help me set up a UK limited company?", and note whether your business appears and how it is described. Over time that gives you a simple picture of progress.
Where to start
- List the ten questions your customers ask most.
- Answer each one clearly on your website, with an FAQ section where it fits.
- Add structured data so machines can read your pages.
- Make sure your business details are consistent across the web.
If you would like help, ask us for a quote and we will review where you stand.