Beyond the search bar: How AI is changing how your clients find you
The way people find information is undergoing a massive shift. While we still "Google it," millions of people are now turning to AI tools like ChatGPT and Gemini for direct advice. Instead of scrolling through a list of blue links, they are asking questions like, “Who is the best financial advisor in my area?” or “Which local architecture firms work on civic developments?”
This shift has created a new digital frontier: Answer Engine Optimization (AEO).
What is AEO?
If SEO (Search Engine Optimization) is about ranking #1 on a search results page, AEO is about being the recommendation the AI gives when asked a question. When a potential client asks an AI for an expert in your field, you don't just want to be on the list—you want to be the answer the AI provides.
How does an AI "decide" who to trust?
AI models face the same challenge Google solved decades ago: Anyone can claim to be an expert, so who is actually an authority? To figure this out, AI doesn't just look at your website; it looks at your entire digital footprint.
Think of it like a digital background check. The AI looks at:
Your website: Is the information clear and structured?
Third-party proof: Are people talking about you on Reddit? Are there YouTube reviews of your service?
Credibility: Do authoritative industry sites link back to you?
The basics still matter (with a twist)
The good news is that if you have invested in traditional SEO, you are already halfway there. However, to win in the era of AI, a few things need extra attention:
1. Be the subject matter expert
AI loves detail. Instead of a basic "Services" page, your content needs to be comprehensive.
Example: If you are a financial advisor, don’t just say you offer "Retirement Planning." Create an FAQ that answers, "How do I transition 401k assets to a legacy trust for my children?" AI looks for these specific answers to niche questions.
2. Help the "bots" read your site
Just as we use maps to navigate, AI uses specific files to navigate your website.
Schema markup: This is invisible code that labels your data (e.g., "This is a price," "This is a five-star review").
LLMS.txt: This is a new type of file specifically designed to give AI a "cheat sheet" of your most important information. We have seen significant increases in traffic simply by adding these labels to sites where they were missing.
3. Your reputation "off-campus"
In the AI world, what you say about yourself matters less than what others say about you. If a popular industry blog mentions your "innovative approach," the AI records that as a "point" for your authority. Your visibility is now a combination of your website and your broader digital reputation.
The opportunity: SEO + AEO
This is a fast-moving space, and what works today will evolve. However, the goal remains the same: clarity and authority.
The most successful brands in 2026 will be those that pair traditional search strategy with AI-ready foundations. Talk to your team about:
1. Adding Schema and LLMS.txt files to your site immediately
2. Building a FAQ strategy based on the actual, complex questions your clients ask
3. Making sure your brand is mentioned in places outside of your own website
The landscape is changing, but for brands that lean into this "Answer Engine" era, the opportunity to be the trusted voice has never been higher.
