Until recently, getting found online meant one thing: ranking well on Google. That is still critically important. But a new channel is emerging that is growing rapidly and that most local service businesses are completely unprepared for: AI-powered search and recommendations.

When a homeowner asks ChatGPT "who are the best boiler engineers in Leeds?" or when Google's AI Overview generates a list of recommended heating contractors, these systems are making decisions about which businesses to include. Understanding how those decisions are made - and how to influence them - is what AI Engine Optimisation (AEO) is about.

How AI Systems Decide Who to Recommend

AI language models like ChatGPT, Claude, and Gemini are trained on vast amounts of web content. When they generate recommendations for local businesses, they are drawing on everything they have learned about those businesses from across the web: reviews, website content, directory listings, news mentions, social media presence, and more.

The businesses that get recommended are those that have built a strong, consistent, trustworthy presence across all of these channels. AI systems are, in essence, trying to answer the question: "Is this a business I can confidently recommend to someone who is asking for help?" The trust signals they look for include:

  • Transparent pricing: Businesses that publish clear pricing information are seen as more trustworthy than those that hide behind "call for a quote."
  • Verified credentials: Gas Safe registration, NICEIC certification, Which? Trusted Trader status - these are the kinds of verifiable credentials that AI systems can cross-reference.
  • Consistent NAP data: As discussed in our directory listings guide, consistent name, address, and phone number data across the web is a fundamental trust signal.
  • Volume and quality of reviews: A business with 200 four-star reviews is more likely to be recommended than one with 10 five-star reviews.
  • Editorial mentions: Being mentioned in local news, trade publications, or authoritative websites signals credibility.
  • Comprehensive, accurate website content: A website that clearly explains what you do, where you operate, what you charge, and who you are gives AI systems the information they need to recommend you confidently.

The "They Ask, You Answer" Principle

The most powerful AEO strategy for a local service business is also the simplest: answer every question your customers ask, openly and completely, on your website. This principle - popularised by Marcus Sheridan in his book "They Ask, You Answer" - is the foundation of both good SEO and good AEO.

When someone asks an AI system "how much does a boiler service cost in Manchester?", the AI will look for websites that answer that question clearly and specifically. If your website has a page that explains exactly what a boiler service costs, what is included, what factors affect the price, and how to book, you are far more likely to be cited or recommended than a competitor whose website just says "call us for a quote."

The questions to answer on your website include: pricing and costs for all your main services; what is included in each service; how long jobs typically take; what qualifications and accreditations your engineers hold; what areas you cover; how to book; what happens in an emergency; and how you handle complaints.

Structured Data: Helping AI Read Your Website

Structured data (also called schema markup) is code that you add to your website to help search engines and AI systems understand what your content is about. For a plumbing and heating business, the most important structured data types are:

  • LocalBusiness schema: Tells search engines your business name, address, phone number, opening hours, and service area.
  • Service schema: Describes each of your services, including pricing where available.
  • Review schema: Allows your review ratings to appear in search results.
  • FAQ schema: Marks up your FAQ content so it can appear directly in search results and AI responses.

Adding structured data to your website requires either a developer or a plugin (if you use WordPress). It is a one-time investment that pays dividends for years.

Building Editorial Authority

One of the strongest AEO signals is being mentioned or cited by other authoritative sources. For a local trades business, this means: getting listed in trade directories like Checkatrade and TrustATrader; being mentioned in local news (community projects, charity work, local business features); contributing to trade publications; and building relationships with local estate agents, property managers, and letting agents who may recommend you to their clients.

Each mention of your business name, particularly when accompanied by your location and trade, adds to the web of information that AI systems use to understand and recommend you.

The Practical AEO Checklist

If you want to improve your AEO standing, start with these actions:

  • Publish transparent pricing for your top five services on your website.
  • Create a comprehensive FAQ page that answers the 20 most common questions your customers ask.
  • Ensure your Gas Safe registration number is prominently displayed on your website and GBP.
  • Fix your directory listings to ensure NAP consistency (see our directory listings guide).
  • Add LocalBusiness and Service schema to your website.
  • Get listed on Checkatrade, TrustATrader, and Which? Trusted Traders if you are not already.
  • Respond to every Google review within 48 hours.