More customers are getting answers without clicking a link. They ask ChatGPT for a recommendation, read the AI Overview at the top of Google, or ask their phone a question on the way to work. If your website isn’t set up for this, you could be missing enquiries without knowing it.
The good news is that what helps AI tools understand your business is mostly what helps people, too.
SEO, AEO and GEO: what do they mean?
You’ll hear three terms. They overlap a lot.
- SEO (search engine optimisation) helps your pages rank in the list of links on Google or Bing.
- AEO (answer engine optimisation) helps your content get picked as a single direct answer, such as a featured snippet or voice assistant reply.
- GEO (generative engine optimisation) helps AI tools like ChatGPT, Gemini and Perplexity mention your business when they write a summary.
Don’t treat these as three separate jobs. Good SEO is still the foundation, because many AI tools use search results to find their sources.
Write for people and machines
Answer the question first
Start each section with a clear answer, then add detail. If a customer asks how much a website costs, give the price range before explaining what affects it. Short paragraphs are easier to read and easier for AI to quote.
Be specific about your business
Say what you do, who you help and where you work. Name your service areas, your services and, if you can, your price ranges. Vague phrases like “tailored solutions” give neither people nor AI anything useful.
Share what only you know
AI can already repeat generic advice. Your own projects, results, client stories and opinions are what give it a reason to mention you instead of a competitor.
Use clear structure
Put headings in a logical order, and use lists and simple tables where they help. This is also good accessibility practice, because it helps people using screen readers find their way around.
Add useful FAQs
Add three to five real customer questions to the bottom of each service page, with short answers. A separate FAQ page can cover general questions, such as your service area or how to get started.
One caution: FAQ schema (code that labels questions for search engines) can help machines read your page, but Google now only shows FAQ rich results for a small number of government and health sites. Don’t expect it to change how you look in search results.
Build trust beyond your website
AI tools consider what other sources say about you, not only your own site. Ask happy clients for Google reviews, keep your Google Business Profile current, join reputable industry directories and look for chances to be mentioned by local media or partners.
Quick checklist
- Does each page clearly answer at least one question a customer might ask?
- Are your business name, address and phone number the same everywhere online?
- Are your headings in order and your paragraphs short?
- If you use schema markup, does it pass Google’s Rich Results Test?
- Have you recently asked ChatGPT, Gemini or Perplexity what they know about your business?
AI search is changing fast, and nobody can guarantee an AI tool will recommend your business. But clear, specific and trustworthy content has always worked, and it still does. If you’d like a second opinion on your website, get in touch with SME Design.
