AI SEO
AI SEO for businesses: Where should you start?
What is AI SEO, and which actions should your business prioritise? A practical guide to service pages, customer questions, technical quality, and visibility measurement.
AI SEO is about making your company’s information accessible and useful when people search with the help of artificial intelligence. The terms AEO and GEO are also used for work on visibility in answer-based and generative search services.
A good first question is: If a potential customer finds one of our pages, do they get a clear answer and a sensible next step? Here is our recommended order of work for a business that wants to get started.
1. Identify the pages that should help the customer choose
Make a list of the key services you sell. For each service, describe who it is for, what problem it solves, and what the customer needs to know before a conversation. A good service page helps the reader assess whether the offering is right for them.
Think, for example, of a company that provides ventilation servicing. A page with only a service name and a contact form leaves many questions unanswered. A more useful page explains which systems they work on, how the service visit is carried out, what the customer should have ready, and what affects the scope of the work. The example shows how specific information can make the next step easier.
2. Write answers based on your expertise
Ask sales and customer service to note down recurring questions. Sort them by what the customer is trying to decide: price, suitability, delivery, or follow-up. Use the answers on the page where the question naturally arises.
Have a subject-matter expert review the text. Include assumptions, relevant examples, and limitations when they help the customer. That provides more value than many articles saying the same thing in slightly different words. Google recommends content made for people, with a clear source and useful, reliable information.
3. Check that the content can be found
Google states that standard SEO principles also apply to AI Overviews and AI Mode. The page must be indexable and eligible for a search result with a text snippet. There is no separate AI tag that alone ensures visibility.
Start with the practical basics: Can you reach the service from the menu? Does the contact page work on mobile? Is the key information available as text on the page? Let the technical review end with a prioritised task list so the findings are actually fixed.
4. Connect the guidance to the service
An article can explain how the customer evaluates a need, while the service page describes how you help. The link between them should be natural and descriptive. The reader should understand why it is useful to continue.
It is often helpful to create a simple overview with one row per important customer question: relevant service, existing page, missing answer, and responsible specialist. That makes it clear whether you need a new article or simply a better explanation on a page you already have.
5. Agree on how you will assess progress
Record the baseline before you change the pages. Track relevant searches, visits to the service pages, and the quality of enquiries. It can also be useful to ask new customers what they were looking for and which information helped them. Small businesses can learn a great deal from a simple log that is actually used.
If you check answers in AI services, save the question, the date, and which service you used. Answers can vary. One mention or one missing mention is not a reliable measure of the company’s overall visibility. Assess these observations alongside broader performance trends.
Questions and answers
Do we need a separate AI SEO website?
In most cases, it is more useful to improve your existing website. Start with content, structure, and technical quality before considering a new website or domain.
Should we create llms.txt?
It can be a useful supplement for tools that read the format. It does not guarantee visibility and is not required for Google’s AI features. Prioritise good, accessible web pages first.
Sources and further reading
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