What Google says
Google's guidance for AI features in search is that there are no special requirements to appear in them. The same SEO basics apply: pages Google can crawl, helpful content, and the information people need. There's no separate trick.
Where AI answers get their information
- Websites that rank well for the question.
- Your Google Business Profile: services, hours, description and reviews.
- Directories and other sites that mention your business.
- Reviews that describe the work you do.
What to do
- Fill in your Business Profile completely, especially services and the description.
- Put clear answers on your website: prices or price ranges, areas, how fast you come out, what's included.
- Make your name, address and phone number match everywhere.
- Keep reviews coming, and reply to them.
- Write pages that answer the questions customers actually ask you on the phone.
What not to buy
Be careful with anyone selling a special AI optimisation package that doesn't include normal SEO work. If someone can't explain what they'd change on your site and profile, and why, there's nothing behind it.
Does it take clicks away?
For quick questions, sometimes. But someone with a burst pipe still wants to ring a plumber, and local searches still show the map pack. The businesses AI answers mention are mostly the ones already doing the basics well.
Rather not do this yourself? Our Google Business Profile management handles the profile, the posts and the reviews every week, for one monthly fee.