SEO
Search Engine Optimisation
01Relevant content
02Technical accessibility
03Search intent
04Authority and links
05Local relevance and business information
Search is changing
SEO gets you found.
AEO helps you get understood.
Both rely on clear, credible information. Genuine customer feedback can add independent evidence, but no approach guarantees rankings or inclusion in an AI-generated answer.
AEO
Answer Engine Optimisation
An emerging approach to making business information easier for AI and answer engines to understand, retrieve and use.
01Clear business information
02Consistent facts across the web
03Structured, understandable content
04Independent evidence
05Genuine feedback and reputation signals
AEO does not replace SEO. SEO helps search engines discover and rank information. AEO focuses on helping answer engines understand and use it.
Five things every business should get right for SEO
01
Be relevantCreate useful information that matches what customers search for.
02
Be technically accessibleMake your website easy for search engines to crawl and understand.
03
Be locally clearKeep location, services and business information consistent.
04
Build authorityEarn credible references and relevant links.
05
Keep improvingSearch visibility is not a one-off project.
Five things every business should get right for AEO
01
Be clearExplain exactly who you are and what you do.
02
Be consistentKeep important business facts consistent across the web.
03
Be structuredMake information easy for systems to understand.
04
Be evidencedSupport claims with credible independent evidence.
05
Build reputationMaintain genuine, recent feedback on relevant platforms.
The commercial point
Organic traffic is not free.
It costs time, effort and consistency. But unlike paying for every click, organic visibility can continue generating discovery after the work has been done.
The objective is not to replace every other form of marketing. It is to strengthen one valuable part of the customer acquisition mix.
People finding you because they are already looking.