Why AI SEO Matters Now
The way people search for businesses is changing faster than most realise. Not long ago, customers would open Google, type a couple of keywords like “plumber Birmingham” or “best bakery near me”, and then scan through the links.
Today, many are skipping that step. With AI assistants like ChatGPT, Google’s new AI-powered search, and voice tools like Alexa or Siri, people are asking questions in full sentences instead. A customer isn’t just typing “plumber Birmingham.” They’re asking: “Who’s the most reliable plumber in Birmingham to fix a leaking boiler today?”
That small change makes a huge difference. AI assistants don’t return a long list of links the way Google does. Instead, they give direct answers — and they only recommend businesses they trust. For local companies, that means your visibility depends not just on having a website, but on being seen as credible and consistent across the internet.
This trend is only growing. Surveys already suggest that more than half of Gen Z users now ask AI assistants before Google when looking for services. If your business isn’t showing up in those answers, you risk being invisible to a whole new generation of customers.
What Is AI SEO?
AI SEO simply means preparing your business to be recommended by AI tools. Check out our Starter Guide here. Traditional SEO was about ranking higher on Google by using the right keywords and collecting backlinks. AI SEO goes further.
Now, assistants like ChatGPT or Google’s SGE are looking for signals that your business is reliable and authoritative. They want to know that your details are accurate, your services are clearly described, and that real customers trust you. In other words, instead of optimising for keywords alone, you’re optimising for trust, clarity, and reputation.
Think of it as word-of-mouth for the digital world. If people — and websites — are consistently saying positive and accurate things about your business, AI is far more likely to recommend you.
Small Business Example 1: Dave the Plumber
Dave runs a plumbing business in Birmingham. For years, his customers found him by searching “plumber Birmingham” on Google. Business was steady, but recently, Dave noticed calls slowing down. When he asked a younger customer how they found him, they admitted, “I just asked ChatGPT who the most trusted local plumber was
Dave realised he wasn’t showing up in those AI answers — even though he’d been in business for 15 years.
So, he made a few changes. He updated his Google Business Profile with new photos, detailed service listings, and his Gas Safe certification. He started asking customers for reviews, picking up 20 new five-star ratings in just a few months. He rewrote his website to clearly say: “Emergency boiler repair in Birmingham, available 24/7.”
Then he listed himself on Checkatrade and Trustpilot, and a local newspaper covered a community project he had done — repairing heating for a youth centre. That mention boosted his credibility online.
Within months, Dave started showing up in AI answers. Customers began saying, “I asked my AI assistant who to call, and it said you.” Business was back on track.
Small Business Example 2: Sarah’s Bakery
Sarah owns a small bakery in Nottingham, specialising in gluten-free cakes. She always relied on word of mouth and a bit of foot traffic, but noticed fewer new faces coming in.
One day, a customer mentioned they’d found a competitor by asking their phone, “Which bakery near me does gluten-free birthday cakes?”
Sarah realised she needed to make her business more visible to AI assistants. She updated her Google Business Profile with photos of her gluten-free cakes, added her menu to her website, and made sure her opening hours and phone number were correct everywhere online.
She also created a simple blog on her site where she answered common questions like “What’s the difference between gluten-free and wheat-free?” and “Do gluten-free cakes taste different?” These short, friendly posts gave AI something concrete to pull from.
Finally, Sarah encouraged happy customers to leave reviews mentioning “gluten-free cakes” and partnered with a local parenting blogger who wrote about her bakery.
A few weeks later, when people asked their AI assistants about gluten-free cakes in Nottingham, Sarah’s Bakery began appearing in the recommendations. New customers started coming in, saying, “My phone told me you had the best gluten-free options.”
What These Stories Show
Both Dave and Sarah took simple, practical steps:
They updated their Google Business Profiles.
They made their business information consistent across the web.
They asked for customer reviews that mentioned specific services.
They created helpful, clear content that answered real questions.
They got mentions on trusted sites, whether that was a local paper or a blogger.
None of this required expensive marketing campaigns. It was about showing they were trustworthy, reliable, and clear about what they offered.
And that’s the heart of AI SEO: building an online presence that AI tools can understand and trust enough to recommend.
Tool Spotlight – Google My Business is a free service offered by Google that enables businesses to manage their online presence on Google, including search and maps. It is an excellent way to enhance visibility, attract new customers, and boost online credibility. Find out more here.
First Steps to Get Started with AI SEO
Getting started doesn’t require a complicated strategy; it begins with making sure the basics are right.
The very first thing to do is claim your Google Business Profile and make it as complete as possible. Add your services, opening hours, photos, and contact details. AI systems often pull information directly from here, so if your profile is blank or outdated, you’re already at a disadvantage.
Next, check that your business information is consistent everywhere online. Your name, phone number, address, and services should match exactly across your website, social media, directories, and review platforms. Small mismatches, like an old phone number or a slightly different business name, can confuse AI systems.
It also helps to describe what you do in clear, specific terms. For example, don’t just say you offer “plumbing.” Say “boiler repair in Birmingham” or “emergency plumber covering Solihull and Dudley.” The more specific you are, the easier it is for AI to understand your services and recommend you.
Finally, start building credibility. Show off your certifications, years in business, and customer reviews. Even simple signals like “Gas Safe registered since 2008” or “Over 100 verified reviews on Trustpilot” go a long way.
Backlinks play a crucial role in improving a business’s SEO by signaling to search engines that other websites consider its content valuable and trustworthy. When reputable sites link back to your website, it boosts your domain authority, which can lead to higher rankings in search results. Quality backlinks also help drive referral traffic, increase brand visibility, and build credibility within your industry. A business can earn backlinks by creating high-quality, shareable content, writing guest posts on relevant blogs, collaborating with partners or influencers, getting listed in reputable directories, and promoting content through digital PR campaigns. In short, strong backlink strategies make it easier for potential customers to find your business online.
How to Write Content for AI Assistants
When it comes to your website or blog, keep in mind that AI assistants prefer information that’s clear, factual, and easy to pull from the page. That means writing in a straightforward style, almost like you’re explaining things to a customer over the phone.
For example, instead of stuffing a page with the phrase “plumber Birmingham” over and over, write a short guide answering a common question: “How do I know if my boiler needs replacing?” Not only is this genuinely useful to your customers, but it’s the kind of direct answer that AI can easily quote and recommend.
Breaking up your content with clear headings and short sections also helps. AI systems scan for structure, so a page that clearly states “Boiler Repair in Birmingham – Available 24/7” will perform better than a page that buries this information in long, vague paragraphs.
Build Trust That AI Can See
AI doesn’t just take your word for it. It looks for proof that other people trust your business too. That’s why reviews are so important. Ask your happy customers to leave reviews on Google or Trustpilot. Even a handful of genuine, positive reviews can tip the scales in your favour.
Mentions from other websites also matter. If your business gets featured in a local newspaper, listed on Checkatrade, or highlighted by a trade association, those external signals tell AI that you are a reputable business worth recommending.
Don’t underestimate the power of showcasing awards, case studies, or even small community projects you’ve worked on. These not only impress potential customers but also add to the signals of trust AI looks for.
Common Mistakes to Avoid
Many small businesses fall into the trap of focusing on the wrong things. Although keywords are important, one of the biggest mistakes is stuffing websites with keywords in the hope of ranking higher. AI tools are more intelligent than that now — they’re looking for helpful, natural content, not repetitive phrases.
Another common error is neglecting your Google Business Profile. For many local businesses, this is the first thing AI checks, and if it’s incomplete or out of date, you may not appear at all.
Some businesses also fail to collect reviews or neglect to list in directories. Without those external validation points, AI has no reason to trust you over another competitor. Finally, outdated service descriptions or failing to state your location clearly can make your business harder to match with local searches.
Start Small, Build Authority
AI SEO doesn’t have to feel technical or overwhelming. Like Dave the plumber or Sarah the baker, you can start with small steps: update your profile, tidy up your details, and ask your customers to leave honest reviews.
Over time, those small efforts build into something powerful — a reputation that both people and AI assistants recognise and recommend.
Because in this new era of search, it’s not just about being visible. It’s about being trusted.
