The short answer
AEO (answer engine optimisation) is the work of making your business easy for AI tools to understand, trust and recommend. SEO gets you into Google's list of links. AEO gets you into the answer itself.
Key takeaways
- More people now ask AI tools for recommendations instead of scrolling search results.
- AI answers usually name only a handful of businesses, so there is no page two.
- AEO builds on good SEO: clear content, structured data, consistent details and reviews.
- You can start this week by testing what AI tools already say about you.
What is AEO?
Answer engine optimisation is the practice of shaping your website and online presence so that "answer engines" can find your business, understand what you do, and confidently recommend you. Answer engines are tools that reply with a written answer rather than a list of links: ChatGPT, Gemini, Perplexity, Microsoft Copilot and the AI Overviews at the top of many Google results.
When someone asks one of these tools "who is a good marketing agency in Wolverhampton?" or "what should a small bakery post on Instagram?", the tool pulls information from across the web and writes a reply. AEO is about making sure your business is part of that reply, described accurately.
Why does AEO matter for small businesses?
Because the way people look for businesses is changing. Instead of typing a few words into Google and comparing ten results, more people ask a full question and read one answer. That answer might mention three or four businesses. If yours is not one of them, the customer may never see you at all.
The upside for small businesses is real. AI tools reward clear, specific, trustworthy information more than big budgets. A local business that explains exactly what it does, where, and for whom, can be recommended alongside much larger competitors.
How is AEO different from SEO?
They overlap a lot, but they aim for different results.
| SEO | AEO | |
|---|---|---|
| Where you appear | Google's list of results | Inside the written answer from an AI tool |
| What the customer does | Compares links and clicks one | Reads one answer, often without clicking |
| How you win | Rank near the top for a search term | Be one of the few businesses the AI trusts enough to name |
| What helps most | Relevant pages, links, speed, Google Business Profile | Clear facts, direct answers, consistent details, reviews, structured data |
The good news: almost everything that helps AEO also helps SEO. You are not choosing between them.
How do AI tools decide which businesses to recommend?
Each tool works differently, but they lean on the same kinds of signals:
- Search indexes. Many AI tools search the web through indexes such as Google and Bing. If search engines cannot find or understand your site, AI tools often cannot either.
- Your own website. Clear statements of what you do, where you work and who you help, plus pages that answer real questions.
- Other websites. Reviews, directory listings, local news, partner sites and social profiles that mention you.
- Consistency. When your name, location and services match everywhere, tools can be confident they have the right business.
7 steps to start with AEO
Say exactly what you do and where
Your homepage should state in one plain sentence what your business does, who it is for and where you work. AI tools quote clear sentences. Vague slogans give them nothing to use.
Answer real customer questions, answer first
Write down the questions customers ask you, then answer each one on your site. Start every answer with the direct answer in one or two sentences, then add detail. FAQ sections and short guides are ideal.
Add structured data
Structured data (schema markup) is hidden code that labels your business name, location, services, people and FAQs so machines can read them reliably. Most website builders let you add it.
Keep your details consistent everywhere
Your business name, area, contact details and services should match on your website, Google Business Profile, social profiles and directories. Mismatches create doubt.
Earn reviews and mentions
Ask happy customers for Google reviews and look for genuine places to be mentioned: local directories, suppliers, partners and industry sites. AI tools put weight on what others say about you.
Make sure search engines and AI tools can reach you
Check your robots.txt file is not blocking search or AI crawlers, and register your site with Google Search Console and Bing Webmaster Tools so both indexes know it exists.
Test what AI says about you every month
Ask ChatGPT, Gemini, Perplexity and Google the questions your customers ask. Note whether you appear and whether the details are right, then fix the gaps you find.
How long does AEO take to work?
Changes to your own website can be picked up as soon as search engines and AI tools revisit your pages, which can take days or weeks. Building the wider trust that comes from reviews and mentions on other sites takes months. Treat AEO like SEO: a steady habit, not a one-off job.
AEO FAQs
Is AEO replacing SEO?
No. AEO builds on SEO. Many AI tools search the web through indexes such as Google and Bing, so a site that is well optimised for search engines is easier for AI tools to find. You need both.
Do I need a new website for AEO?
Usually not. Most of the work is clearer wording, answer-first content, structured data and consistent business details, which can be added to the site you already have.
Can I pay to appear in AI answers?
You cannot buy your way into the recommendations an AI tool writes in its answer. Some AI platforms are starting to test advertising, but the answer itself is based on what the tool finds and trusts about you.
How do I check what AI tools say about my business?
Ask them. Try questions your customers would ask, such as "best [your service] near [your town]", in ChatGPT, Gemini, Perplexity and Google, and note whether you appear and what is said.
Written by
Reece G, ACIMMarketing Strategy Specialist and partner at MR Agency, a Wolverhampton-based digital marketing agency specialising in organic growth.
We handle SEO and AEO for businesses across the UK.