⌛ 4 Minute Read
A Practical Guide to Answer Engine Optimisation (AEO)
The way people search is changing fast.
As AI continues to evolve, so does the way people search for answers. Traditional search engines like Google are now being merged and in some cases replaced by AI-powered platforms such as ChatGPT, Perplexity, Google's Search Generative Experience (SGE) and voice assistants like Siri and Alexa.
AI doesn't show a list of websites. It gives the answer.
These tools don't just show a list of websites. Instead, they generate answers, often pulling from trusted online content directly. If your business relies on being found online, it's time to look beyond traditional SEO and start thinking about Answer Engine Optimisation (AEO).
What Is AEO?
It's about being the source of the answer, not just ranking for it.
Answer Engine Optimisation (AEO) is the process of making your content easy for AI tools to find, understand and use in their responses. Instead of just trying to “rank” on Google, AEO is about making your content the source of the answer.
This matters because:
AI often pulls from a small number of sources
It doesn’t always link to your website
It chooses content that’s clear, trustworthy, and well-structured
How to Get Your Website Found by ChatGPT and Other AI Tools
1. Optimise for Bing, Not Just Google
Many people overlook Bing. AI doesn't.
ChatGPT’s browsing tool and Perplexity will use Bing as well as Google search as a reference and search engine.
Action Steps:
Create an account with Bing Places
Submit your site to Bing Webmaster Tools, just like you would with Google Search Console. Upload your sitemap and check how your pages are indexed.
2. Write Content AI Wants to Quote
Write for humans and machines at the same time.
AI tools look for clear, direct information that answers questions fast. Think of it as writing for both humans and machines.
Tips:
Use H1, H2, and H3 headings properly
Start pages with a short, clear summary
Keep paragraphs short and easy to scan
Use bullet points and tables to break down information
3. Make Sure Your Business Details are Structured for AI
Schema markup tells AI exactly who you are.
Schema markup helps AI and search engines understand the key details about your business at a glance. This includes your business name, address, phone number, opening hours, and location.
This is already built into our websites.
Our websites come with schema markup built directly into the platform, so your business name, address, phone number, opening hours, and location are always structured and ready for search engines and AI to read. You can update these details yourself through the website editor at any time, no developer needed. Or give us a call to add this for you.
Your sitemap keeps AI up to date automatically.
We also generate an XML sitemap for every website as standard. This is a file that tells Google and AI tools exactly what pages exist on your site and when they were last updated. It means every time you add a new page or publish a blog post, search engines and AI tools know about it. Most business owners will never see their sitemap, but without one, you're relying on search engines to find your content on their own.
See everything that comes with an it'seeze website.
4. Answer Real Questions People Ask
If someone asks AI about your industry, your website should have the answer.
If someone asks an AI tool a question about your industry, your content should have a clear, direct answer ready for it to find.
I tested this with my own business recently.
I asked ChatGPT "who's the best web designer in Gravesend" and it came back with a list of local contenders, broken down by what each one is best for. My business, it'seeze Gravesend, was recommended for local support, SEO foundations, and helping SMEs with ongoing website management, and I was lucky enough to appear at the top!
Think about what your customers would type or say.
Here are some examples of questions that real people would ask Google or ChatGPT.
Tip: Include question-style headings on your site and create content around these types of searches:
"who's the best drainage company in Kent"
"how much does a new boiler cost"
"do I need planning permission for a garden office"
"best cleaning company near me"
"how to find a good electrician in Gravesend"
5. Build Topical Authority in Your Niche
The more you publish around a subject, the more AI trusts you on it.
The more high-quality content you have around a subject, the more likely AI is to consider you a trusted source.
Action Step:
Build ‘topic clusters’ which could be a main service page backed up by helpful articles, tips, guides, and FAQs. For example, a tutoring website might include:
SATs preparation guides
Learning support for SEN students
Tips for parents educating at home
6. Why Being Mentioned on Other Websites Helps with AI Search
AI trusts websites that other websites trust.
AI often pulls answers from sites it knows and trusts. If other websites mention or link to you, you're more likely to be considered as a source in AI search results too.
Action Step:
Contribute articles to industry blogs
Get featured in local directories or news
Encourage partners to link back to you
Post unique insights or data worth referencing
Add your business to the main directories listed below
Be on the right directories.
When it comes to directories, it's not about being listed everywhere. It's about being on the right ones with consistent, accurate business details. These are the UK directories that matter most for SEO and AI visibility right now:
Google Business Profile
Bing Places
Apple Business Connect
Foursquare (ChatGPT pulls heavily from this one, so don't skip it)
Yell.com
Yelp UK
FreeIndex
Thomson Local
Set them up once and keep them updated.
The biggest mistake businesses make with directories is setting them up once and forgetting about them. If your phone number, address, or opening hours change and your listings don't match, it confuses both search engines and AI tools. Keep them consistent and up to date.
Top Tip: If you are unsure where you are listed, search your phone number and email to see what comes up.
7. Demonstrate Experience, Expertise, Authority and Trust
This is probably the most important point.
Google and AI want to reference businesses that show they know what they're talking about, this is probably the most important point and is called E-E-A-T:
Experience
Expertise
Authoritativeness
Trustworthiness
Action Step:
Add FAQs
Add Reviews
Add Accreditations and Awards
Add real author bios
Include photos and contact info
Keep your content up to date
How to Improve Your Chances of Appearing in AI Search Results
While there’s no “submit your site to ChatGPT” button, you can:
Optimise for Bing (which ChatGPT and CoPilot can use to browse) and create a 'Bing Places' account
Make your content clear and quotable
Appear on trusted third-party sites
Ensure your site has schema and answers real questions
Keep producing high-quality content to improve your authority
Do this and you're ahead of most businesses already.
This puts you in a much better position to be found when AI tools are looking for content to reference.
This article was written by Kat James, a website consultant and content creator for businesses in Kent.
If you're looking for a modern, effective and professionally designed business website that can work wonders for your online presence, don't hesitate to contact Kat at it'seeze Gravesend. Our affordable web design services are tailored to help businesses like yours grow online.
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