Perhaps you’ve heard the words AEO floating around, and are wondering what is AEO? Another thing to learn and implement? Actually no. AEO stands for Answer Engine Optimisation. Here’s a straightforward guide for creatives, retreat leaders and coaches to being found in AI search results with AEO.
What is AEO?
More and more people are asking questions to tools like ChatGPT, Perplexity, Claude and Google's AI summaries instead of typing a few keywords into a search box. These tools put an answer together for them, and they often mention the websites and businesses they've learned from along the way.
AEO is simply about making sure that when someone asks one of these tools a question you're qualified to answer, your business is one of the places it learns from and mentions.
Think of SEO as helping people find their way to your door. AEO is about being the person a friend recommends when someone says, "Do you know a good yoga teacher for a spring retreat?" It’s the same goal and it’s specific.
It's an add-on to SEO, not a replacement
AEO isn't a brand new thing you need to start from scratch with. Good SEO is still the foundation, and everything you've already put into your website still counts.
What's changing is how people ask, and how their answers are put together. We need to continue to be clearer and more helpful, which most of us were trying to do anyway.
What helps AI tools notice you
Answer the questions people really ask. Instead of only thinking about keywords, think about the actual questions your clients type or say out loud. A coach might get asked, "How do I know if I need a career coach or a therapist?" A florist might hear, "How far in advance should I book my wedding flowers?" If you answer those questions clearly on your website, in your own words, you're doing AEO.
Share what only you can share. AI tools lean towards content that shows real experience and expertise. Your stories, your process, your results and your opinions are what make your content worth quoting. Generic content is easy to find everywhere, but your perspective is not.
Keep things clear and easy to follow. Plain language, helpful headings and a sensible flow don't just help your readers, they help AI tools understand what your page is about. If a friend could skim your page and tell you what it's saying, you're on the right track.
Make sure your website is in good health. AI tools visit your site in a similar way to Google, so the basics still matter: pages that load properly, no broken links, and clear information about who you are and what you do. A bit of regular housekeeping goes a long way.
Be known beyond your own website. AI tools don't only look at your site. They also pay attention to what's said about you elsewhere, such as reviews, directories, guest features, podcast interviews and other people's blogs. When you show up well in your community, it tends to show up online too.
Keep an eye on what's working. Rather than obsessing over every number, notice what's bringing you the right enquiries. Are people mentioning they found you through an AI tool? Are the right clients getting in touch? That's the kind of result that actually matters.
Why I'm excited about this
I came to SEO after years as a wedding and event florist, and what I loved most about that world was that work travelled through real relationships. Someone saw your flowers, loved them, and told a friend.
When I look at AEO, I see something that rewards exactly that. Being helpful, specific and true to who you are is what gets you mentioned, and it doesn't ask you to sound like everyone else or to try to outsmart anything. It pushes against the sameness that algorithms can create, and I'm all for that.
Where to start
You don't need to overhaul everything. Pick one page on your website, perhaps your main service page or a popular blog post, and ask yourself whether it clearly answers the questions your ideal client is asking. If it doesn't, start there. Add the questions, answer them in your own voice, and make sure the page tells people who you are and how you can help.
If you'd like a hand with that, I'd love to help. Working together is the part of my job I enjoy most, and I'm always rooting for the businesses I work with. You can find out more about how I work at clareashbrook.com.
