AEO? GEO? AIO? LLMO? Preparing for AI Search
Why Good SEO Still Matters More Than Ever
The rise of AI tools like ChatGPT, Claude, and Google's new AI Mode has prompted increasing numbers of my clients to ask how they can make their businesses appear in these search results. Whilst the traffic volumes aren't huge yet, some clients are already receiving phone calls and enquiries directly from AI recommendations, and this trend is accelerating rapidly.
More concerning is the surge in opportunistic cold callers targeting businesses with impressive-sounding acronyms like AEO (Answer Engine Optimisation), GEO (Generative Engine Optimisation), AIO (AI Optimisation), and LLMO (Large Language Model Optimisation). While genuine businesses do offer services in these areas, the unsolicited callers and emailers are precisely the ones to avoid, especially those mass-mailing from personal @gmail addresses whilst claiming to be SEO experts.
The truth is far simpler than these opportunists would have you believe. The same fundamental techniques that have always underpinned good, ethical "white-hat" SEO are exactly what will help your business succeed in the age of AI search. What has changed is how people interact with search technology.
Understanding How AI Search Works Differently
The fundamental difference between traditional Google search and AI search is simple: Google gives you a list of potential sources to explore yourself, whilst AI tools digest information from across the web and present you with a ready-made answer. Instead of ten blue links to click through, AI acts like a knowledgeable consultant who has already done the research for you.
This shift changes everything about how people search for information. Traditional searches involve abbreviated queries like “electrician Rugby,” but when people interact with AI, they communicate in full sentences, asking detailed questions like "Can you recommend a qualified electrician in Rugby who can rewire an old Victorian terrace house and provide a certificate for insurance purposes?" The level of detail increases dramatically because users expect comprehensive, tailored responses.
This has profound implications for your business content. AI tools excel at understanding context and nuance, interpreting the intent behind questions and picking up on emotional undertones. Businesses that communicate authentically and comprehensively about their services are far more likely to be recommended by AI than those relying on keyword-heavy, generic descriptions. Your website copy needs to mirror this natural, conversational way of communicating rather than sounding robotic or overly optimised.
Why Ethical SEO Principles Still Apply
Despite all the hype surrounding AI search and the emergence of new terminology like Answer Engine Optimisation, the fundamental principles that have always underpinned good SEO remain as relevant as ever. Content has always been king, and this reign continues unchallenged in the age of artificial intelligence. The businesses that have consistently focused on creating valuable, informative, and genuinely helpful content for their audiences are the same ones that will thrive as AI search becomes more prevalent.
The core philosophy of white-hat SEO has always been about serving your audience first and search engines second. This approach naturally aligns with how AI tools operate, as they prioritise content that demonstrates genuine expertise, provides comprehensive answers, and offers real value to users. When you write content that helps your customers understand your services, addresses their concerns, and showcases your knowledge, you're not just optimising for traditional search engines; you're creating exactly the kind of authoritative, trustworthy content that AI tools are designed to surface and recommend.
What's particularly reassuring is that businesses who have resisted the temptation of black-hat SEO tactics over the years find themselves perfectly positioned for this new landscape. Those who focused on building genuine authority through quality content, authentic customer relationships, and transparent business practices have inadvertently been preparing for AI search all along. The patience and integrity required for white-hat SEO are precisely the qualities that AI systems are programmed to recognise and reward.
What Doesn't Work Anymore (And Can Harm You)
If traditional white-hat SEO principles have become more valuable, then the converse is also true: outdated black-hat tactics that were questionable before are now actively destructive. Keyword stuffing, which involves cramming the same phrases repeatedly into web content, is not just ineffective in the age of AI; it's genuinely harmful. AI tools are sophisticated enough to recognise when content has been artificially manipulated for search engines rather than written for human readers, and they actively avoid recommending such content.
The practice of acquiring low-quality backlinks from irrelevant or spammy websites has similarly backfired in spectacular fashion. Whilst these tactics might have provided short-term gains in traditional search rankings years ago, AI systems evaluate the overall trustworthiness and authority of content sources. A website associated with questionable link-building practices will find itself excluded from AI recommendations, regardless of how many artificial links point to it.
Perhaps most damaging of all is the widespread use of generic, templated content that could apply to any business in any location. AI tools excel at identifying unique, authentic content and are particularly adept at spotting text that has been copied, minimally adapted, or generated without genuine expertise behind it. Businesses that have relied on generic service descriptions or boilerplate content will find themselves invisible to AI search, as these tools prioritise original insights and authentic expertise above all else. The irony is that whilst AI itself is powered by algorithms, it's designed to reward the most human, authentic, and genuinely helpful content.
Building Authority and Taking Practical Steps Forward
One of the most significant shifts in how AI evaluates businesses is that it doesn't limit itself to your website alone. Unlike traditional search engines that primarily focus on your site's content and the links pointing to it, AI tools gather information from everywhere your business appears online. This means your Yelp reviews, Facebook posts, LinkedIn articles, industry forum contributions, and even casual mentions on Reddit all contribute to how AI perceives your authority and expertise. The more places your business shows up with consistent, helpful information, the more likely AI is to recommend you when relevant questions arise.
For local businesses in Rugby and Warwickshire, this presents both an opportunity and a challenge. You don't need to be everywhere at once, but you do need to be intentional about where you establish your presence. Start by ensuring your business information is consistent across the platforms where your customers already spend time. If you're a local tradesperson, that might mean being active in community Facebook groups, maintaining an up-to-date Google Business Profile, and perhaps contributing helpful advice to local forums or neighbourhood apps like Nextdoor.
The key difference between building authority for AI versus traditional SEO is that mentions of your business matter as much as links to it. When industry publications, local news sites, or satisfied customers mention your business name in articles or discussions, AI tools take note of this recognition. This means that networking, community involvement, and simply being helpful and visible in your local business ecosystem become powerful tools for improving your AI search visibility. A plumber who regularly offers helpful advice in local community groups, or an accountant who contributes insights to small business forums, is building exactly the kind of distributed authority that AI systems are designed to recognise and reward.
Pay to Play is Coming!
It’s important to remember that we're still in the very early days of this technology. Companies like Google, OpenAI, and Anthropic are still working out how to monetise their platforms effectively. These AI tools are far from perfect and continue to be developed rapidly. Initially, these companies will focus on attracting more and more users, but eventually they'll start offering businesses opportunities to pay for exposure by integrating platforms like Google Ads into AI results. At first, paid recommendations will be clearly marked as advertisements, but just as we've seen with traditional search, these paid results will inevitably become more and more subtle over time.
The fundamentals of good SEO haven't changed with the rise of AI search, they've simply become more important. By focusing on creating authentic, helpful content that serves your customers and building genuine authority in your field, you'll be well-positioned for both traditional search engines and AI tools. Don't be swayed by expensive packages from cold callers promising instant AI optimisation. Instead, invest in the proven principles that have always worked: quality content, genuine expertise, and transparent business practices.
If you need help preparing your Rugby business for the evolving world of search, get in touch for honest, effective advice that stands the test of time.
