AEO optimisation checklist

Answer Engine Optimisation: makes your website easier for Google AI Overviews, Bing/Copilot-style search, voice assistants, featured snippets, and LLM-powered answer engines to understand, trust, quote, and cite your business.

 

AEO Website Optimisation Checklist

1. Core crawlability and indexability

  • Website is crawlable by search engines.
  • Important pages are not blocked in robots.txt.
  • Important pages are not marked noindex.
  • XML sitemap exists.
  • XML sitemap is submitted in Google Search Console.
  • XML sitemap is submitted in Bing Webmaster Tools.
  • Sitemap only includes canonical, indexable URLs.
  • Broken links are fixed.
  • Redirect chains are removed or reduced.
  • Important pages are internally linked.
  • Pages are not orphaned.
  • Canonical tags are correct.
  • HTTPS is active site-wide.
  • Non-www/www version redirects correctly.
  • HTTP redirects to HTTPS.
  • Staging/test URLs are not indexed.
  • Duplicate pages are consolidated.

2. Site structure and information architecture

  • Main services have their own dedicated pages.
  • Each location served has a clear location/service page where appropriate.
  • Navigation makes the main services obvious.
  • Footer includes important service, location, contact, and legal pages.
  • Breadcrumbs are used where helpful.
  • URLs are readable and descriptive.
  • Page hierarchy is logical.
  • There is a clear homepage → service page → supporting page structure.
  • Similar services are not merged into one vague page if users search for them separately.
  • Thin pages are expanded, merged, or removed.
  • Important commercial pages are no more than 2–3 clicks from the homepage.

3. Answer-focused page structure

For every important page:

  • Page has one clear purpose.
  • Page answers the main user query near the top.
  • First paragraph clearly explains what the business does.
  • Page uses a clear H1.
  • H2s are phrased around real customer questions.
  • Content uses short, direct answer blocks.
  • Key answers are written in plain English.
  • Avoids vague marketing waffle.
  • Includes specific facts, not just claims.
  • Includes pricing, process, timescales, areas served, and eligibility where relevant.
  • Includes concise summary sections.
  • Includes FAQs based on real customer questions.
  • Important answers can stand alone if extracted by an AI system.
  • Page clearly identifies who the service is for.
  • Page clearly identifies who the service is not for, where relevant.
  • Page explains the next step or call to action.

Example answer block format:

Do you offer emergency plumbing in Buxton?
Yes. We provide emergency plumbing callouts in Buxton and nearby areas, including leaks, burst pipes, blocked toilets, and urgent repairs. Call [number] for availability.

That kind of wording is much easier for answer engines to lift than a vague paragraph like “We pride ourselves on high-quality plumbing solutions.”

4. Entity clarity

Answer engines need to understand who the business is, what it does, where it operates, and why it should be trusted.

  • Business name is consistent across the website.
  • Address is consistent across website, Google Business Profile, Bing Places, directories, and social profiles.
  • Phone number is consistent.
  • Email address is visible where appropriate.
  • Opening hours are visible and accurate.
  • Service areas are clearly listed.
  • Main services are clearly listed.
  • Industry/category is obvious.
  • About page explains the business clearly.
  • Team/owner information is included where useful.
  • Years in business are stated if true.
  • Qualifications, accreditations, licences, memberships, and insurance are listed if relevant.
  • Brand name, legal name, and trading name are clarified if different.
  • Social profiles link back to the website.
  • Website links to Google Business Profile where appropriate.
  • Website links to relevant trusted third-party profiles.

5. Local AEO signals

For local businesses:

  • Google Business Profile is claimed.
  • Google Business Profile categories are correct.
  • Google Business Profile services are filled in.
  • Google Business Profile description matches the website.
  • Bing Places listing is claimed.
  • Apple Business Connect listing is claimed where relevant.
  • NAP — name, address, phone — is consistent.
  • LocalBusiness schema is added.
  • Address is marked up where appropriate.
  • Opening hours are marked up.
  • Service area is stated clearly.
  • Location pages are created for genuine service areas.
  • Each location page has unique, useful local information.
  • Embedded Google Map is added where useful.
  • Directions/parking/access information included where relevant.
  • Local landmarks or nearby areas are mentioned naturally.
  • Reviews/testimonials from local customers are shown.
  • Case studies include town/location where appropriate.
  • Local images are used where possible.
  • Local phone number is prominent.
  • Contact page includes full local business details.

Google specifically supports LocalBusiness structured data for business details such as hours, departments, and other local business information. (Google for Developers) Schema.org defines LocalBusiness as a type for physical businesses or branches, including things like medical practices, restaurants, clubs, banks, and other local organisations. (Schema.org)

6. Schema markup checklist

Use JSON-LD where possible.

Core schema:

  • Organization schema added.
  • LocalBusiness schema added for local businesses.
  • More specific LocalBusiness subtype used where appropriate, e.g. Dentist, Plumber, Restaurant, LegalService, etc.
  • WebSite schema added.
  • WebPage schema added where appropriate.
  • BreadcrumbList schema added.
  • Service schema added for service pages where appropriate.
  • FAQPage schema added only where FAQs are visible on the page and meet guidelines.
  • Product schema added for e-commerce products.
  • Review or AggregateRating schema used only when valid and compliant.
  • Article or BlogPosting schema added for articles.
  • Person schema added for authors, experts, owners, or professionals where relevant.
  • ImageObject schema added where useful.
  • VideoObject schema added for important videos.
  • HowTo schema used only where appropriate and currently supported for the use case.
  • ContactPoint schema added.
  • sameAs links added to official profiles.
  • Schema matches visible page content.
  • Schema does not exaggerate or invent information.
  • Schema is validated with Google Rich Results Test.
  • Schema is checked with Schema.org validator.
  • Critical schema errors are fixed.

Google says structured data should use required properties, follow guidelines, and be validated with the Rich Results Test. (Google for Developers) Schema.org describes its vocabulary as structured schemas that help webmasters embed data for search engines and other applications. (Schema.org)

7. FAQ optimisation

  • FAQs answer real customer questions.
  • FAQs are specific, not generic.
  • Each FAQ has a concise answer first.
  • Longer explanation follows if needed.
  • Questions use natural language.
  • Questions match how people actually search.
  • FAQs are grouped by topic.
  • FAQs are added to service pages, not only a standalone FAQ page.
  • FAQs include pricing questions where appropriate.
  • FAQs include location questions where appropriate.
  • FAQs include process questions.
  • FAQs include comparison questions.
  • FAQs include “how long does it take?” questions.
  • FAQs include “what happens next?” questions.
  • FAQ schema is added only if the FAQ content is visible on the page.
  • No fake FAQs are created just for schema.

Good FAQ examples:

  • “How much does a website cost for a small business?”
  • “Do you provide WordPress maintenance after launch?”
  • “How long does a new website take to build?”
  • “Do you work with businesses outside Buxton?”
  • “Can you take over an existing WordPress website?”
  • “What is included in your monthly website care plan?”

8. Featured-snippet and direct-answer formatting

  • Important definitions are written in 40–60 word answer blocks.
  • Processes are written as numbered steps.
  • Comparisons are written in tables.
  • Lists are formatted as bullet points.
  • Pricing information is structured clearly.
  • Pros and cons are clearly labelled.
  • “Best for…” sections are included where relevant.
  • Each page includes a short summary.
  • Important answers appear high on the page.
  • Avoids burying the answer under long intros.
  • Avoids clever headings that hide meaning.
  • Uses descriptive headings like “How much does it cost?” rather than “Our investment”.
  • Includes concise definitions of industry terms.
  • Includes “in simple terms” explanations where useful.

9. E-E-A-T and trust signals

  • About page is strong and specific.
  • Business owner/team details are included.
  • Real photos are used where possible.
  • Qualifications are visible.
  • Certifications are visible.
  • Insurance details are stated if relevant.
  • Trade body memberships are listed.
  • Awards are listed only if real.
  • Case studies are included.
  • Testimonials are included.
  • Reviews are embedded or quoted accurately.
  • Review source is clear.
  • Before/after examples are shown where relevant.
  • Portfolio/projects page exists.
  • Client logos are shown only with permission.
  • Policies are easy to find.
  • Contact details are easy to find.
  • Terms and privacy pages exist.
  • Returns/refunds/cancellation policies exist where relevant.
  • Medical, legal, finance, or safety content is reviewed by a qualified person where needed.
  • Author bios are added to advice articles.
  • Content has a visible publication or updated date where useful.
  • Claims are backed up with evidence.

10. Content depth and topical coverage

For each main service:

  • Main service page exists.
  • Supporting blog/advice pages exist.
  • Common problems are covered.
  • Common symptoms are covered.
  • Common causes are covered.
  • Common solutions are covered.
  • Pricing/cost guide exists.
  • Process guide exists.
  • Comparison guide exists.
  • “Do I need this?” guide exists.
  • “What to expect” guide exists.
  • “Mistakes to avoid” guide exists.
  • Location-specific content exists where genuinely useful.
  • Internal links connect related pages.
  • Content avoids thin AI-generated filler.
  • Each page adds something useful that competitors do not.

For a local web designer, example supporting pages might be:

  • “How much does a small business website cost in the UK?”
  • “What should be included on a tradesperson website?”
  • “WordPress maintenance checklist for small businesses”
  • “Brochure website vs e-commerce website”
  • “How long does it take to build a small business website?”
  • “What to ask before hiring a web designer”

11. Commercial clarity

Answer engines are more likely to understand and trust a business when the offer is clear.

  • Services are named clearly.
  • Packages are explained clearly.
  • Pricing is shown or at least price ranges are given.
  • What is included is listed.
  • What is not included is listed.
  • Add-ons are explained.
  • Process is explained step by step.
  • Timescales are explained.
  • Payment terms are explained where appropriate.
  • Guarantee/warranty is explained if offered.
  • Call to action is clear.
  • Contact form asks only necessary questions.
  • Phone number is clickable on mobile.
  • Email address is clickable.
  • Booking system works if used.
  • Confirmation messages are clear.

12. Conversational query coverage

Optimise for how people ask assistants questions.

  • “Who is the best…?” style pages/content handled carefully and honestly.
  • “Near me” intent supported with local pages and local schema.
  • “How much does… cost?” answered.
  • “How long does… take?” answered.
  • “Can you help with…?” answered.
  • “Do you offer…?” answered.
  • “What is included in…?” answered.
  • “What is the difference between…?” answered.
  • “Is it worth…?” answered.
  • “What should I choose?” answered.
  • “What happens if…?” answered.
  • “Do I need…?” answered.
  • “What are the risks?” answered.
  • “What are the alternatives?” answered.
  • “What should I do before contacting you?” answered.

13. On-page SEO basics that still matter for AEO

  • Title tag is clear and includes the main query.
  • Meta description is useful and specific.
  • H1 is clear.
  • H2s reflect search intent.
  • Main keyword appears naturally.
  • Related terms are included naturally.
  • Images have descriptive alt text.
  • Internal links use descriptive anchor text.
  • External links point to authoritative sources where useful.
  • Page has enough useful content to satisfy intent.
  • Content is not keyword-stuffed.
  • Each page targets a distinct intent.
  • Competing pages are consolidated or differentiated.
  • Content is updated regularly where needed.

14. Technical performance

  • Website loads quickly.
  • Core Web Vitals are checked.
  • Images are compressed.
  • Images use modern formats where appropriate.
  • Lazy loading is used sensibly.
  • CSS and JS bloat is reduced.
  • Hosting is reliable.
  • Caching is configured.
  • CDN is used where appropriate.
  • Fonts are optimised.
  • Mobile layout is strong.
  • Tap targets are usable.
  • Forms work on mobile.
  • No intrusive popups block content.
  • 404 errors are fixed.
  • Server errors are fixed.
  • Important content is not hidden behind JavaScript that search engines may struggle to render.
  • Page templates are clean and accessible.

15. Accessibility and machine readability

  • Semantic HTML is used.
  • Proper heading order is used.
  • Buttons and links are clearly labelled.
  • Forms have labels.
  • Images have appropriate alt text.
  • Decorative images have empty alt attributes.
  • Tables are used for tabular data, not layout.
  • Important text is real HTML text, not embedded in images.
  • Contrast is sufficient.
  • Site works with keyboard navigation.
  • ARIA is used only where appropriate.
  • Contact details are in crawlable text.
  • Business details are not only inside images.

16. Image and video AEO

  • Images use descriptive filenames.
  • Images have useful alt text.
  • Images are compressed.
  • Original images are used where possible.
  • Key images are placed near relevant text.
  • Image captions are used where helpful.
  • Videos have descriptive titles.
  • Videos have transcripts.
  • Videos have summaries.
  • Videos have VideoObject schema where appropriate.
  • YouTube descriptions link back to relevant website pages.
  • Thumbnails are clear.
  • Important information from videos is also available as text.

17. Reviews, testimonials, and reputation signals

  • Reviews are requested consistently.
  • Reviews mention specific services.
  • Reviews mention locations where natural.
  • Reviews are displayed on relevant service pages.
  • Testimonials include names, businesses, or context where permission allows.
  • Reviews are not copied misleadingly.
  • Review schema is used only when valid.
  • Google reviews are linked.
  • Trustpilot/Yell/Checkatrade/industry review profiles are linked where relevant.
  • Negative review handling process exists.
  • Case studies support important claims.

18. Case studies and proof content

  • Case studies exist for main services.
  • Case studies explain the client problem.
  • Case studies explain the solution.
  • Case studies explain the result.
  • Case studies include location where relevant.
  • Case studies include photos/screenshots where possible.
  • Case studies include measurable outcomes where truthful.
  • Case studies link to relevant service pages.
  • Service pages link to relevant case studies.
  • Before/after content is clear and honest.
  • Claims are specific, not vague.

19. Author and expert signals

For advice content:

  • Author name is visible.
  • Author bio is included.
  • Author credentials are included where relevant.
  • Reviewer is included for sensitive topics.
  • Content owner is clear.
  • Date published is shown where useful.
  • Date updated is shown where useful.
  • Old content is reviewed.
  • Outdated advice is removed or updated.
  • Sources are cited where useful.
  • Expert opinions are clearly separated from facts.

20. Source citation and factual accuracy

Especially important for advice-heavy websites:

  • Factual claims are checked.
  • Legal/medical/financial claims are handled carefully.
  • Statistics cite reliable sources.
  • External references are from authoritative websites.
  • Outdated statistics are removed.
  • Claims like “best”, “number one”, “leading”, or “trusted by thousands” are backed up or removed.
  • Content avoids unsupported guarantees.
  • Content avoids fake scarcity.
  • Content avoids misleading AI-generated claims.

21. AI crawler and content access considerations

  • Important content is accessible without login.
  • Important content is not blocked by scripts, overlays, or cookie banners.
  • robots.txt rules are intentional.
  • Search engine bots are not accidentally blocked.
  • AI crawler policy is considered if the client has a strong preference.
  • Content licensing concerns are considered for publishers.
  • Snippet controls are reviewed where relevant.
  • Pages have proper meta robots tags.
  • Content that should not be used publicly is not published publicly.

This area is changing. In 2026, publishers and regulators are still actively debating controls around AI Overviews and content usage, so for normal small-business clients I would focus on visibility and citation rather than blocking AI systems unless there is a specific legal/commercial reason. (Reuters)

22. Bing, Copilot, and non-Google visibility

  • Site is added to Bing Webmaster Tools.
  • XML sitemap is submitted to Bing.
  • IndexNow is configured where appropriate.
  • Bing Places listing is claimed.
  • Business details are consistent with Google Business Profile.
  • Schema is valid for Bing as well as Google.
  • Important pages are indexed in Bing.
  • Social/profile signals are consistent.
  • Content is clear enough for Copilot-style extraction.

Bing has also been expanding AI-related reporting inside Bing Webmaster Tools, including AI Performance reporting in public preview in 2026. (Bing Blogs)

23. Contact and conversion clarity

  • Phone number visible in header.
  • Phone number visible on mobile.
  • Contact page is easy to find.
  • Contact form works.
  • Contact form confirmation works.
  • Email notifications work.
  • Thank-you page or tracking event exists.
  • Business address is shown where appropriate.
  • Opening hours are shown.
  • Emergency/urgent contact information shown where relevant.
  • Calls to action are specific.
  • “Get a quote” explains what happens next.
  • Booking links are tested.
  • Form spam protection is active.
  • No broken phone/email links.

24. Page-level AEO checklist

Use this on every important service or landing page:

  • What is this page about?
  • Who is it for?
  • What problem does it solve?
  • Where is the service available?
  • Who provides the service?
  • Why should the user trust this provider?
  • What does it cost?
  • How long does it take?
  • What is included?
  • What is not included?
  • What is the process?
  • What should the user do next?
  • What are the common questions?
  • Is the answer visible near the top?
  • Is the page marked up with relevant schema?
  • Is the page internally linked?
  • Is the page indexable?
  • Is the page fast and mobile-friendly?
  • Is the content genuinely useful?

25. Tools to run before signing off

  • Google Search Console.
  • Bing Webmaster Tools.
  • Google Rich Results Test.
  • Schema.org validator.
  • PageSpeed Insights.
  • Screaming Frog or similar crawler.
  • Ahrefs/Semrush/Ubersuggest or similar keyword/indexing tool if available.
  • Manual Google search for brand name.
  • Manual Google search for main service + location.
  • Manual Bing search for brand name.
  • Manual Bing search for main service + location.
  • Test on mobile.
  • Test contact forms.
  • Test phone/email links.
  • Check Google Business Profile.
  • Check Bing Places.
  • Check main directory citations.

Practical AEO sign-off questions

Before you finish a client’s site, ask:

  1. Could an AI assistant clearly tell who this business is?
  2. Could it clearly tell what the business does?
  3. Could it clearly tell where the business operates?
  4. Could it clearly explain the services?
  5. Could it answer price, process, and timescale questions?
  6. Could it trust the business based on visible evidence?
  7. Could it extract answers without guessing?
  8. Could it cite the website as a reliable source?

If the answer to any of those is “not really”, the AEO work is not finished.