What Is AEO? A Plain English Guide for Small Businesses

AEO stands for Answer Engine Optimisation. It means making your business visible to AI systems — ChatGPT, Perplexity, Google AI Overviews, Claude — so that when someone asks them for a recommendation, your business is in the answer.

That's it. No mystery, no buzzword complexity. If you've ever typed a question into ChatGPT and got a direct answer naming specific businesses, you've seen AEO at work — or, more precisely, you've seen the businesses that benefit from it.

Why does AEO matter now?

The way people find businesses is changing. For two decades, the pattern was the same: search Google, scan the results, click a few websites. That's being replaced by something faster.

Now, a growing number of customers skip Google entirely. They ask AI. "Who makes the best bespoke furniture in North London?" "Find me a reliable kitchen designer near Islington." "Which architect should I use for a Victorian terrace renovation?"

The difference matters: Google gives you a list and lets you choose. AI gives you an answer — a specific recommendation with reasons. If your business is in that answer, you're the one who gets the call. If it isn't, the customer never knew you existed. They didn't scroll past you. You simply weren't mentioned.

The numbers are moving fast. Over 800 million people now use ChatGPT weekly (OpenAI, October 2025), and 58.5% of Google searches already end without a click to any website (SparkToro/Datos, 2024). The shift from "search and choose" to "ask and get an answer" is well underway.

How is AEO different from SEO?

SEO — Search Engine Optimisation — is about ranking higher in Google's list of results. You optimise your website so it appears on page 1 instead of page 5. It's been the standard approach for twenty years and it still matters.

AEO is different. There's no list to rank on. AI gives one answer (or a short set of recommendations), and either you're in it or you're not. The criteria are different too:

SEO rewards keywords and backlinks. AEO rewards structured data and direct answers to questions.
SEO cares about your website. AEO cares about your entire online presence — your website, your directory listings, your reviews, your mentions across the web.
SEO gets you on a list. AEO gets you named as a recommendation.

They overlap — good content helps both. But a business that's great at SEO can still be invisible to AI, and a business with mediocre Google rankings can show up in AI answers if its information is structured correctly.

What do AI systems actually look at?

When ChatGPT or Perplexity recommends a business, it's drawing from several sources. Understanding these helps you see where the opportunities are:

Structured data on your website — this is code embedded in your site (called schema markup) that tells AI exactly what your business does, where you're located, and what services you offer. Think of it as a machine-readable fact sheet. Most small business websites don't have it.
Directory and review listings — Google Business Profile, Houzz, Checkatrade, Bark, Yell, and industry-specific directories. AI cross-references these to verify your business is real and to assess its reputation. More consistent listings across more platforms means higher confidence.
Content that answers questions — AI looks for pages that directly answer the questions customers ask. "How long does a bespoke kitchen take?" "What wood is best for fitted wardrobes?" If your website answers these, AI can cite you.
Mentions and references — when your business is mentioned on other websites, in press coverage, in blog posts, or in professional directories, AI counts that as a credibility signal. The more places that reference you, the more confident AI is in recommending you.

What can you do right now?

You don't need to hire anyone or spend money to start. Here are five things any small business can do this week:

1. Claim your Google Business Profile

If you haven't already, claim your listing at business.google.com. Fill in every field: services, opening hours, photos of your work, a detailed description of what you do. This is the single most important listing for AI visibility. It takes 20 minutes and costs nothing.

2. Answer your customers' questions on your website

Think about the questions people ask you before they hire you. "How much does a bespoke wardrobe cost?" "How long does the process take?" "Do you work with oak?" Add these as a FAQ section or as dedicated pages on your site. AI feeds on questions and answers — give it what it needs.

3. Get listed in relevant directories

Not just Google — Houzz, Checkatrade, Bark, Yell, TrustATrader, and any directories specific to your trade. The key is consistency: same business name, same address, same services everywhere. Inconsistencies confuse AI and reduce your credibility score.

4. Ask for reviews on multiple platforms

Reviews aren't just for convincing human customers — they're one of the strongest signals AI uses to assess quality. A business with 15 five-star reviews across Google, Houzz, and Checkatrade looks far more credible to AI than one with 15 reviews on Google alone.

5. Check what AI actually says about you

Open ChatGPT or Perplexity and search for your service in your area. Try different phrasings. See whether your business appears. If it doesn't, you know there's work to do. If you want a more thorough assessment, a structured AI visibility audit tests multiple queries across multiple platforms and shows exactly where you stand.

When this matters less

AEO isn't equally urgent for every business. If you're fully booked through word-of-mouth referrals and don't need new customers, optimising for AI search isn't a priority right now. The same goes if your trade is hyperlocal and your customers always find you through neighbours or community boards rather than online search.

Businesses that serve a very narrow repeat-client base — a specialist restorer who works with three auction houses, say — may get little benefit from broader AI visibility. And if your website is brand new, the fundamentals (good content, accurate contact details, a Google Business Profile) matter more than AEO-specific techniques at this stage.

The businesses that benefit most are those with a strong track record and quality work, but whose online presence doesn't reflect that — which, in our experience, describes most independent craftspeople and tradespeople.

A note on our perspective

Findcraft is an AI visibility consultancy — we sell the services this article discusses. That's a conflict of interest worth naming. We've written this guide to be genuinely useful whether you hire us or not, and the five steps above are things you can do entirely on your own. But you should know where we sit when reading our take on how important this is.

What's genuinely true regardless of who says it: AEO is still early. The field is moving fast and no one has all the answers. Anyone who guarantees your business will appear in AI recommendations is overselling. AI engines are already recommending businesses, the criteria they use are increasingly understood, and the businesses that act on this now will have an advantage over those that wait.

For small businesses — especially craftspeople and tradespeople whose quality of work far exceeds their online presence — AEO represents a real opportunity. The playing field is more level than it's ever been. AI doesn't care about your marketing budget. It cares about whether it can verify who you are, what you do, and whether people trust you.

Frequently asked questions

Is AEO the same as SEO?

No. SEO optimises your website for search engine results pages — the list of links on Google. AEO optimises your business for AI answer engines that give direct recommendations. They overlap — good content helps both — but the techniques are different. AEO puts more weight on structured data, consistent directory presence, and content that directly answers questions.

Do I need AEO if I already have a website?

Having a website is necessary but not sufficient. Most small business websites are built for human visitors — images, design, contact details. AI engines need structured data, consistent directory listings, and content that directly answers customer questions. Your website is the foundation, but AEO is what makes it readable to AI.

How long does it take to appear in AI answers?

It varies. Some changes — like adding structured data and claiming directory listings — can show results within weeks. Building the kind of authority that gets you consistently recommended takes longer, typically 2–6 months of sustained effort. No one can guarantee AI citations, and anyone who promises overnight results isn't being honest.

Can a small business compete with bigger companies in AI search?

Yes, and often more easily than in traditional search. AI engines value specificity and local expertise. A furniture maker with 20 years of experience and detailed project descriptions can outrank a national chain for queries like "bespoke kitchen maker North London." AI rewards depth over size.

How do I know if AI is recommending my business?

The simplest way is to test it yourself. Open ChatGPT, Perplexity, or Google and ask for your type of service in your area. Try different phrasings and see whether your business appears. For a more thorough assessment, an AI visibility audit tests multiple queries across multiple platforms and shows you exactly where you stand.