AEO guide 10
Ignore promises of guaranteed AI citations, special AI files, or secret markup; Google says none is required and no outside tool can see inside its AI systems. Before hiring help, ask what will be measured, how, and what will actually change, and keep every account in your business's name.
← All answer engine optimization guidanceSpot the myth
Check the source
Ask how it's measured
Agree on the work
Own every account
Why this matters
Answer engine optimization (AEO), also sold as generative engine optimization (GEO), is a new label for making your business easier for AI assistants to find and describe. Some AEO advice is useful. Much of it repackages ordinary SEO, and some of it is exactly what Google has said, in writing, doesn't help. In May 2026 Google published a guide to its AI features with a section on what you don't need to do.
A bad pitch can cost more than money. Hidden text, fake reviews, paid posts that pose as customers, and hundreds of AI-written location pages can break Google's spam policies and federal consumer-protection law. The Federal Trade Commission (FTC) has brought cases over deceptive AI claims, and its rule on fake reviews carries civil penalties.
Responsible practices
Google says its Search features don't use llms.txt or similar AI text files, and that adding one "will neither harm nor help." The crawler documentation from OpenAI, Anthropic, Perplexity, and Microsoft doesn't list it as something their answers use. It's harmless if cheap, but not worth paying for as a visibility fix.
Google says structured data isn't required for its generative AI features and there's no special schema.org markup to add. FAQ rich results stopped appearing in Google Search on May 7, 2026. Accurate LocalBusiness markup that matches your page is still good practice, and Bing recommends schema, but none of it is a switch that turns on citations.
Google says there's no requirement to break content into tiny pieces or write in a special way for AI search. Clear headings and direct answers help readers, and Bing recommends them. The bigger gain is specific, first-hand content that only your business can write.
Google says "Seeking inauthentic 'mentions' across the web isn't as helpful as it might seem." The FTC's review rule bans fake reviews, including AI-generated ones, undisclosed reviews from staff or relatives, and buying fake followers or views. Undisclosed paid posts can also run into the FTC's endorsement rules.
Google's spam policy lists using generative AI to create many pages without adding value as scaled content abuse, and the policy now covers attempts to manipulate generative AI responses. Researchers have shown that hidden text can sway some AI search tools, which is why engines are building defenses. Text hidden from people but aimed at AI is deception, and it risks penalties and your reputation.
Google says Google-Extended doesn't affect inclusion in Google Search. The actual control for AI Overviews and AI Mode is the "Search generative AI" setting in Google Search Console. Most local businesses should leave it on, because opting out means no traffic from those features.
Worked example
Hypothetical example: a dental practice gets a pitch promising to "get you recommended by ChatGPT." Before signing, the owner sends these questions and asks for written answers.
A vendor who can answer these plainly is describing real work. One who can't is selling a number.
Vendor check
Send any AEO or GEO vendor the five questions above and ask for written answers.
Confirm your business owns its Business Profile, Search Console, Bing Webmaster Tools, and GA4 accounts before work starts.
Ask for a sample monthly report and check that every number names its source and method.
Decline any contract that promises a specific AI ranking, citation, or recommendation.
Keep a copy of every written promise a vendor makes about results.
Show you every change to your site, listings, or robots.txt before it goes live, and keep a log.
Report AI visibility as mentions across repeated runs, listing the prompts, dates, and locations used.
Confirm in writing that they won't post reviews, buy mentions, add hidden text, or publish mass location pages.
Avoid these mistakes
AI assistants decide what to show, change often, and can give different answers to different people, so mentions, citations, and recommendations are not guaranteed.
Questions business owners ask
Only as meaningful as its method. Tracking tools send sample prompts and record the answers. They can't see real customers' prompts, personal settings, or whether anyone called you. Google says no third-party tool has access to its ranking or AI systems. Ask how many prompts, how many runs, and from what location.
Some. A 2024 peer-reviewed study found that adding quotations, statistics, and cited sources increased how much of a page a test AI engine reused. But it used a simulated engine, measured word share rather than clicks or calls, and didn't test local businesses. Treat it as support for clear, specific writing, not a traffic formula.
It's an FTC crackdown on deceptive AI claims, announced in September 2024 with five actions, including AI-powered business-opportunity schemes and an AI tool used to write fake reviews. The FTC has continued bringing AI-related cases since. If a vendor promises specific results from AI, ask for the evidence in writing.
Reviews feed many AI answers, which tempts some sellers to fake them. The FTC rule, in effect since October 21, 2024, bans fake and AI-generated reviews, undisclosed insider reviews, and buying fake followers or views, with civil penalties of more than $50,000 per violation. If you're unsure whether a tactic crosses the line, check with a qualified adviser.
Primary guidance
Buy real work