Should Local Businesses Be Using AEO?
Not too long ago, when consumers were looking for a recommendation for a local business, they’d “Google it”. But AI has changed the way people search. Instead of relying solely on traditional search results, people are turning to AI-powered tools, like ChatGPT and Google’s AI Overviews, for recommendations, to compare services, and to find answers to their questions. These tools are super-convenient, as they offer a summary of information in a matter of seconds. Instead of clicking through different websites, with AI, users can get customized answers and recommendations.
So, what does that mean for local businesses that are trying to stand out? If your company isn’t showing up where potential customers are looking, you could be missing out on valuable opportunities to connect with your audience. Answer engine optimization (AEO) can change that. But what is AEO, and should you incorporate it into your marketing strategy? Let’s explore.
What is AEO and How Does it Work?
Answer engine optimization (AEO) refers to the process of optimizing your online content so that AI tools and other answer engines can gain a better understanding of your business. AEO helps ChatGPT, Gemini, and other AI-powered tools identify information that’s relevant to search queries and include your content in their responses.
The goal of traditional search engine optimization (SEO) is to improve your visibility in search engine results. AEO builds on many of the same principles, but it places additional emphasis on providing clear, useful answers to the questions people are asking.
To illustrate, if someone in College Station asks an AI assistant, “Who offers reliable commercial printing services near me?” or “What type of services do local digital marketing agencies offer?”, the answer they receive may include business recommendations, relevant website information, or links to sources that can help users find and decide on a company that meets their needs.
With AEO, your business is positioned to be considered in AI responses. And while it’s true that no strategy can guarantee an AI tool will recommend your company, providing accurate, relevant, and organized information can improve your chances of being found.
How AEO Can Help Local Businesses Improve AI Search Visibility
Fortunately, you don’t need a whole new marketing strategy to improve your AI search visibility. Many of the same practices that are used to enhance your traditional search results can be used to support your AEO efforts. Here are a few things you can do to help your business become more visible in answer engine responses so potential customers can find the information they’re looking for.
Answer Your Customers’ Questions
Think about what type of information your customers want to find out before they contact your business. What services you offer? What areas you serve? How your process works?
Keep these questions in mind when creating website content. Including answers in blog posts, service pages, and frequently asked questions (FAQ) sections can provide valuable answers while also illustrating your expertise.
For instance, a local printing company might publish a blog post that explains how to choose the right materials for an event or compare different printing options. Content that addresses real customer needs can help consumers make informed decisions while providing search systems with more context about your business.
Provide Accurate Business Information
Your website isn’t the only source of information about your business. AI tools provide users with details about local businesses, so make sure your business name, address, phone number, operating hours, and service areas are all accurate across your online listings.
Be sure to update your Google Business Profile so that the categories are relevant and service details are current. It’s also a good idea to keep photos and customer reviews fresh. When key information about your business is consistent and accurate, customers will have an easier time finding your business.
Publish Clear, Engaging, Informative Website Content
When visiting your website, people should be able to easily understand what you offer and why your business might be the right fit for their needs. Make sure your website content features descriptive headings and clear language that highlights your services, experience, and area of expertise.
Avoid using vague descriptions or making claims that can’t be supported. Instead, provide specific details about your services, the customers you serve, and what it is that sets your business apart from the competition.
Is AEO More Important Than SEO?
While it’s true that AEO is getting a lot of attention, it hasn’t replaced traditional SEO. There are several ways these two marketing strategies overlap one another. For example, creating quality content, maintaining a user-friendly website, and establishing your business as a credible source — features that are important for traditional SEO — are just as important for AEO.
Building on your existing SEO efforts while incorporating AEO best practices is the best approach for most local businesses. You don’t have to chase every new marketing trend or completely overhaul your website. Instead, concentrate on making sure your information is accurate, answering common customer questions, and providing content that can help people choose your business.
It’s also important to point out that you want to make sure you have realistic expectations. AI-generated answers vary from platform and query, and appearing in those answers isn’t guaranteed. Monitoring website traffic, customer inquiries, and conversions will allow you to determine if your overall marketing strategy is delivering results.
Boost Your Online Visibility with Impact Group Marketing
As search habits change, local businesses need a digital presence that makes it easy for prospective customers to find the information they’re looking for and make confident decisions. At Impact Group Marketing, our experienced team can develop and implement an effective AEO strategy and boost your online presence. Want to keep your business visible? Contact us today to find out how we can strengthen your marketing efforts.
