A Guide to AI Search Optimisation (AEO/GEO)

AI Search Optimisation (AEO/GEO) for SMEs in Surrey & London

If you're noticing fewer clicks from Google, more "instant answers" appearing at the top of results, and prospects turning up to calls already informed, you're not imagining it. Search behaviour is changing.

More people are using AI-powered search experiences and AI assistants to:

• understand a problem ("What's the best way to…")
• compare suppliers ("Best web design agency for a Surrey SME?")
• shortlist options ("Who specialises in SEO + AI search optimisation?")
• decide quickly ("Is this company trustworthy? Are they local?")

AI Search Optimisation is how you make sure your business shows up in those answers — and, crucially, how you make sure the people who discover you actually enquire.

You'll also hear this described as AI SEO, Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO). Different labels, same goal: be the business that gets found, cited and chosen.

Key takeaways (if you're short on time)

• AI-driven search is increasingly about answers and recommendations, not just ten blue links.
• You don't "hack" AEO/GEO — you earn it with clarity, structure and trust.
• The winners are businesses that combine strong SEO foundations, citable content, and proof (case studies, reviews, expertise).
• For Surrey & London SMEs, local signals and real-world credibility can be a huge advantage.
• The best approach is a hub-and-spoke model: one definitive guide (hub) supported by high-intent pages (spokes).

Quick definition: what is AI Search Optimisation?

AI Search Optimisation (AEO/GEO) is the process of improving your website and online presence so AI-driven search results and assistants can:

1. 1.understand what you do,
2. 2.trust you as a credible source, and
3. 3.surface your business in answers, recommendations and citations — at the exact moment a potential customer is deciding who to contact.

It's not a replacement for SEO. Think of it as SEO evolved for a world where answers are increasingly generated, summarised and recommended by AI.

If you only remember one thing: AI doesn't "rank" your website in the same way a traditional search results page does. AI systems try to produce the best answer and will draw on sources they can understand, verify and confidently reference.

AEO vs GEO vs SEO (without the jargon)

You'll see a few terms used interchangeably. Here's the simplest way to think about them:

• SEO (Search Engine Optimisation): helps you rank in traditional search results and drive organic traffic.
• AEO (Answer Engine Optimisation): helps your content be used as a direct answer (and sometimes cited) when users ask questions in AI-powered search or assistants.
• GEO (Generative Engine Optimisation): focuses on how your brand and content are represented inside generative answers and recommendations ("Here are the top options…").

In practice, strong AI search performance comes from the same foundation:

• a technically solid website,
• clear messaging and service pages,
• genuinely helpful content,
• and authority signals (mentions, links, reviews, proof).

That's why our best outcomes happen when AI Search Optimisation, SEO and conversion-focused web design work together — not as separate "tactics".

Why this matters for Surrey & London SMEs

SMEs don't have the luxury of wasting marketing budget. You need leads, not vanity metrics.

AI-powered search changes the funnel in three important ways:

1) Fewer clicks, higher intent

When the answer is shown immediately, fewer people click through to browse ten different websites. But the people who do click — or who contact you after seeing you recommended — are typically higher intent.

2) Shortlists happen faster

AI assistants are increasingly used to create supplier shortlists. If you're not visible in the AI answer layer, you can lose opportunities without ever knowing the search happened.

3) Authority compounds

When your brand becomes a trusted source (through clear expertise, proof and consistency), you're not just winning one keyword — you're building an asset that helps you show up across many related queries.

For a Surrey or London service business, that can mean showing up for:

• "best [service] near me"
• "who should I hire for…"
• "what does it cost to…"
• "recommended agency for…"
• "compare options for…"

How AI-powered search chooses what to include (simple version)

Different platforms have different mechanics, but the common pattern looks like this:

1. 1.A user asks a question.
2. 2.The system attempts to understand intent and context (including location and phrasing).
3. 3.It pulls information from sources it considers relevant and reliable (your site, other websites, business profiles, reviews, databases).
4. 4.It generates an answer and may cite sources or recommend businesses.

So your job isn't to "trick" AI. Your job is to make your website and online footprint:

• easy to interpret,
• consistent,
• trustworthy,
• and clearly useful for real people.

When you do that, you improve your odds of being included, cited and recommended.

The AI Search Optimisation framework we use (7 pillars)

Below is the approach we use for SMEs across Surrey and London. It's designed to be practical, measurable and lead-focused.

If AI can't clearly answer "what do they do?" and "who do they help?" it won't recommend you confidently.

We start by tightening:

• your core offer (what you do and what you don't do),
• your ideal customer (industry, size, local area),
• your differentiators (why you, not a cheaper competitor),
• and your proof (results, case studies, testimonials).

On-page, that means:

• a clear H1 and opening paragraph on service pages,
• a short "who we help" section,
• a simple list of services and outcomes,
• and consistent language across the site.

Example (plain language beats clever slogans):

"AI Search Optimisation (AEO/GEO) for SMEs in Surrey & London. We help businesses get found in AI-powered search results and turn visibility into enquiries."

Random blog posts don't create authority. A hub-and-spoke model does.

• The hub page (this page) is the comprehensive guide that defines the topic.
• The spoke pages go deeper into specific questions and use cases.

This structure helps with:

• internal linking (which improves discoverability),
• topical authority (which improves trust),
• and user experience (which improves conversions).

Spokes in this hub (click to read):

• AEO vs SEO vs GEO: What's the Difference (and What to Do First)
• How AI Search Chooses Sources: 9 Factors to Get Cited
• The "Citable Content" Template for AEO/GEO
• How to Measure AEO/GEO: Visibility, Mentions & Leads
• Entity SEO for local businesses (coming soon)
• AEO for key industries: solicitors, accountants, clinics, trades (coming soon)

Every spoke links back to this hub and to the relevant service page — creating a connected system rather than disconnected posts.

AI systems favour content that is clear, structured and directly answers the question.

For SMEs, the biggest win is often formatting, not word count.

A simple template that works:

• A 2–3 sentence direct answer at the top of the page
• A step-by-step process (numbered list)
• A short checklist
• FAQs with plain answers
• Supporting detail and examples

This doesn't mean dumbing things down. It means making your expertise easy to consume and easy to reference.

High-intent question formats to target:

• "How much does [service] cost in Surrey/London?"
• "What should I look for when hiring a [provider]?"
• "What are the risks of doing [thing] wrong?"
• "What's the best way to…"
• "How long does it take to…"

When you answer these properly, you attract people who are already close to buying.

You don't need to become technical to benefit from this — but you do need the basics right.

AI Search Optimisation still relies on the foundation of good SEO and web development:

• pages that can be crawled and indexed,
• clear navigation and internal linking,
• fast, stable performance on mobile,
• and clean page structure (headings, sections, descriptive links).

If your site is slow, confusing, thin on content or inconsistent, it's harder for both search engines and AI systems to trust.

Common SME issues we fix quickly:

• service pages that are too vague ("We do digital")
• thin location pages with no real value
• confusing menus and duplicated content
• broken internal links and messy redirects
• pages that look good but don't convert

AI answers often lean on sources with strong authority signals. For local SMEs, authority is built through:

• reputable backlinks and local mentions,
• consistent brand/entity information,
• reviews and testimonials,
• proof of real work (case studies, portfolios),
• and clarity about who is behind the business.

This is where many businesses in Surrey and London win: you don't need national fame — you need credible local authority and visible expertise.

Practical authority-building activities:

• local PR and community partnerships
• supplier and partner pages (mutual referrals)
• trade associations and membership profiles
• podcast appearances, talks and guest articles
• publishing data-backed insights from your own projects (even simple ones)

If you serve specific areas, make it obvious. AI systems and humans need to see clear local relevance.

We focus on:

• consistent name/address/phone details (where applicable),
• strong service area signals on key pages,
• local case studies ("how we helped a business in Guildford / Woking / Kingston…"),
• and content that reflects local buying intent.

A simple way to win locally:

Create one excellent page per core service that clearly states:

• what the service includes,
• who it's for,
• what it costs (or how pricing works),
• and which areas you serve (Surrey + key London boroughs you work in).

Then support that with a handful of location-led case studies and FAQs.

AI Search Optimisation shouldn't be a black box. We track outcomes that matter to a business owner:

• qualified enquiries and booked calls,
• lead quality (are they the right type of client?),
• assisted conversions (people who return after discovering you),
• and visibility trends across priority topics.

What we avoid:

• chasing "rankings" as the only metric,
• publishing content with no commercial intent,
• and confusing activity with outcomes.

What an AEO/GEO campaign looks like for an SME (90-day plan)

Here's a realistic, non-fluffy roadmap.

Most SMEs see the best results when they commit to consistency — not volume. A small set of excellent pages beats dozens of thin posts every time.

The "citable content" checklist (copy/paste)

Use this checklist on any blog post or service page you want to perform in AI-powered search:

• Clear page purpose in the first 100–150 words
• One-sentence definition of the key topic (AEO/GEO/SEO etc.)
• Subheadings that match real questions people ask
• A numbered process or framework
• A short checklist or summary
• FAQs with plain answers
• Internal links to the hub + related services
• Proof: testimonials, results, examples, screenshots (where appropriate)
• Local relevance if you serve Surrey/London
• A strong CTA to book a call or request an audit

If you implement only this, you'll already be ahead of most competitors.

Common mistakes we see (and how to avoid them)

If you're looking for a trick, you'll be disappointed. Sustainable visibility comes from clarity, usefulness and credibility.

"10 SEO Tips" content doesn't create demand. SMEs should focus on the questions that real buyers ask:

• pricing
• timelines
• risks
• comparisons
• local relevance
• what to look for in a supplier

Visibility without a clear next step is wasted. Every key page should make it easy to:

• understand what you do,
• trust you,
• and contact you.

AI Search Optimisation works best when:

• your website is technically sound,
• your SEO basics are in place,
• and your messaging is consistent.

If your site is slow, confusing or thin, AI and humans will move on.

How we help: AI Search Optimisation that drives leads

We're based in Surrey and work with SMEs across Surrey and London to turn online visibility into enquiries. AI Search Optimisation (AEO/GEO) is part of a practical growth system that also includes SEO, conversion-focused web design, CRO, and (where it makes sense) AI services like chatbots and automation.

For SMEs in Surrey and London, the goal is simple: get found, get chosen, and get enquiries.

What you get working with us:

• A clear strategy and content plan (hub-and-spoke)
• Upgraded service pages that explain and convert
• High-intent content that supports sales conversations
• Local authority building (mentions, partnerships, proof)
• Transparent reporting tied to leads, not just traffic

If you want to see what this could look like for your business, book a discovery call and we'll talk through:

• what people are searching for in your niche,
• how AI-driven search experiences are likely to surface answers,
• and the fastest path to more qualified leads.

FAQs about AI Search Optimisation (AEO/GEO)

SEO is about earning visibility in traditional search results. AI Search Optimisation (AEO/GEO) focuses on being used, cited or recommended in AI-generated answers and assistant experiences. In practice, the best approach combines both.

If SEO is working and leads are strong, AEO/GEO is usually the next step to protect and expand that visibility as search behaviour evolves. If SEO foundations are weak, we'll often fix those first because they support everything else.

Yes — especially if you have clear service pages, strong local trust signals and content that answers high-intent questions like pricing, timelines and comparisons. Local relevance (Surrey/London) is a major advantage if you communicate it well.

Some improvements (better service pages, clearer CTAs, internal linking) can increase enquiries quickly. Visibility gains from content and authority building typically compound over 2–6 months, depending on competition and consistency.

Not usually. Most SMEs benefit from:

• improving core service pages,
• creating a robust hub page,
• publishing a few high-intent spokes,
• and strengthening proof and authority.

It's an evolution, not a rebuild — unless your site is fundamentally holding you back.

Structured FAQs can help, but they're only one small part. The real wins come from clarity, helpfulness, proof and authority — supported by solid technical foundations.

Ready to improve your visibility in AI search?

If you're an SME in Surrey or London and you want more qualified leads from search — including the growing AI answer layer — let's talk.

Book a discovery call and we'll map out a practical plan based on your market, your current site, and where the biggest opportunities are.