The Complete Guide to Answer Engine Optimisation (AEO)

Search is changing. For twenty years, SEO meant optimising your website to rank in Google's list of ten blue links. But in 2026, a growing number of customers never see those links at all.

They ask an AI a question and get a direct answer.

"What's the best Thai restaurant in Manchester?" "Where can I get my nails done near London Bridge?" "Which coffee shop has the best reviews in Brighton?"

The AI gives one answer. Maybe two. If your business isn't that answer, it doesn't matter how good your SEO is.

This is why Answer Engine Optimisation (AEO) matters. This guide will walk you through everything you need to know.

What is AEO?

Answer Engine Optimisation is the practice of structuring your business information so that AI-powered search engines (ChatGPT, Perplexity, Google AI Overviews, Copilot and others) can understand, trust and recommend your business.

It builds on traditional SEO but focuses on different signals:

• Structured data over keyword density
• Review sentiment over backlink counts
• Consistency across platforms over individual page rankings
• Authority signals (citations, mentions, verified profiles) over raw traffic

Why AEO matters for local businesses

Here's the shift in numbers:

• 40% of Gen Z now prefer using AI tools or TikTok over Google for discovery.
• AI Overviews appear in over 30% of Google searches in the UK.
• Voice search (Siri, Alexa, Google Assistant) handles over 1 billion queries per month.

These are all answer engines. They don't return lists. They return recommendations.

If you're a local business, your customers are increasingly using these tools. If you're not optimised for them, you're leaving money on the table.

The pillars of AEO

1. Google Business Profile

This is your foundation. AI systems pull heavily from Google Business data.

Make sure yours includes:

• Accurate business name, address and phone number
• Correct business hours (including special hours for holidays)
• A detailed business description using natural language
• Relevant categories (primary and secondary)
• High-quality photos (interior, exterior, products, team)
• Regular posts and updates

2. Reviews and reputation

AI models assess review sentiment, volume and recency. A business with 200 reviews and a 4.6 average will almost always beat a business with 15 reviews and a 4.9.

Action steps:

• Ask happy customers for reviews. Make it easy with a direct link.
• Respond to every review, positive and negative, within 48 hours.
• Never use fake reviews. AI systems are increasingly good at spotting them.

3. Structured data (schema markup)

Schema markup is code on your website that tells search engines exactly what your business is. Think of it as labelling your content so AI can read it properly.

Key schema types for local businesses:

• LocalBusiness (or more specific subtypes like Restaurant or BarberShop)
• OpeningHoursSpecification
• AggregateRating
• MenuItem (for food businesses)
• Service (for service businesses)

You don't need to be a developer to add this. Most website builders have plugins, or you can use tools that generate it for you.

4. Consistent NAP across the web

NAP stands for Name, Address and Phone number. If your business is listed differently on Google, Yelp, TripAdvisor and your own website, AI systems lose confidence in your data.

Audit your listings. Make sure every platform has the exact same:

• Business name (no abbreviations on some, full name on others)
• Address format
• Phone number

5. Content that answers questions

AI search engines love content that directly answers the questions people ask. Think about what your customers might search for:

• "Is [your business] open on Sundays?"
• "Does [your business] do delivery?"
• "What's the best [product/service] in [your area]?"

Create FAQ pages, blog posts and guides that answer these questions in a clear, conversational tone.

6. Citations and mentions

Being mentioned on other websites, directories and local publications builds your authority in the eyes of AI systems. This includes:

• Local directory listings (Yell, Thomson Local, industry-specific directories)
• Local news or blog mentions
• Social media presence and engagement

How Till helps with AEO

Till's AI Visibility feature does most of this work for you:

1. It scans how your business appears across major AI search engines.

2. It gives you a visibility score with a clear breakdown of what's working and what's not.

3. It identifies specific improvements (missing schema, inconsistent NAP, low review response rate).

4. It can generate optimised content, business descriptions and FAQ pages on your behalf.

5. It monitors changes over time so you can see the impact of your improvements.

Getting started

You don't need to do everything at once. Start with these three steps:

1. Claim and complete your Google Business Profile. This takes 15 minutes and has the biggest single impact.

2. Ask for five reviews this week. Text your best customers a direct link.

3. Sign up for Till and check your AI Visibility score. You'll get a prioritised list of what to fix next.

AEO isn't complicated. It's just new. And the businesses that start now will have a significant head start over those that wait.

Check your AI visibility score →