From SEO To AI Search A Hands on Workbook That Connects Content, Entities, And Rankings

You have not imagined it.

Search feels different because it is different.

People still type keywords into Google. That still happens all day long. Yet you also see people ask full questions in AI tools. They want a fast answer. They do not want ten tabs open.

Google has trained people to look at the top of the page first. Many users scan a summary, then click one or two sources. Some do not click at all. That is frustrating when you own a business and you rely on site traffic.

Your SEO work still matters.

If you already rank, you have a base. If your pages already get enquiries, you have something worth protecting.

AEO builds on top of SEO. It does not throw it away.

What changed in practical terms

• People ask longer questions
• AI tools stitch answers from more than one source
• Pages that state the answer clearly get reused more often
• Brands that look real and consistent get picked more often
• Thin pages get skipped, even if they technically rank

If you run a business, you probably hear the same questions again and again on calls.

Those questions are now the searches.

AEO means you shape your content so it shows up inside answer style results.

That can look like

• Your brand name gets mentioned
• Your page gets used as a cited source
• Your page gets clicked because it proves the answer
• Your content gets paraphrased in a way that still sends people to you

AEO is not a replacement for SEO.

AEO is not a new set of tricks.

AEO is also not only schema.

Schema helps. It labels content for machines. It does not fix weak writing or vague pages.

What AEO looks like in the real world

If you sell a service, the winning page usually does these things

• It says what you do in the first few lines
• It answers common questions in short sections
• It shows proof, not just claims
• It uses consistent topic language across the site
• It links to related pages that deepen the answer

Net Branding focus
When buyers ask AI who to trust, Net Branding makes sure your business is the answer.

This workbook is built for three groups.

Local businesses

You want calls, bookings, and trust.

You often compete with businesses that look similar online. Same service list. Same photos. Same broad claims.

SMEs

You want steady leads.

You might have a small team. You might do marketing between everything else. You want a plan that does not become a second job.

Corporate teams

You need consistency.

You might have multiple stakeholders. You might have procurement. You need pages that hold up when someone checks you properly.

Global reach

This workbook also fits businesses selling into the USA, Europe, and Asia.

That matters because global sites often fall into one of two traps

• They duplicate pages for every market and confuse search systems
• They keep one generic site and fail to speak to regional buyer expectations

Net Branding sees this a lot. It is fixable.

You do not need to do everything at once.

Teams try to fix the whole website in one sprint. It sounds productive. It usually fails.

Instead, work in layers.

A simple way to run this

If you only have a few hours a month, focus on the pages that already matter.

That means pages that already get traffic or enquiries.

Net Branding always starts there. It keeps the work grounded.

Graph
Where most results come from in the first 60 days

Impact score out of 10

Baseline and page clarity 9
Service page answer blocks 8
Proof assets and reviews 7
Internal linking tidy up 6
Schema for key pages 5
International setup basics 4
New blog content from scratch 3

If you feel stuck, start at the top of the graph.

Start with what is real.

Open your analytics and Search Console.

If you do not have access, do not guess. Get access first.

Your baseline list

• Top 10 pages by traffic
• Top 10 pages by enquiries or conversions
• Key service pages
• Key location pages, if local work matters
• About and contact pages

Now score each page with three questions

• Does it answer the main question fast
• Does it show proof
• Does it clearly state who it is for and where you serve

Table 1
30 minute baseline checklist and scoring

Finish Part 1 with one decision

Pick three pages to upgrade first.

No more than three.

This is where you make pages answer ready.

Pick one core service page. Upgrade it with answer blocks.

Answer blocks are short sections with headings that match real questions.

A structure that works for most services

• What we do
• Who it is for
• When you need it
• What it costs, as a range
• What changes the price
• How the process works
• What you get at the end
• Common questions
• Next step

If you cannot share pricing, share price drivers.

Examples of price drivers

• Complexity of the job
• Urgency and response time
• Materials and scope
• Compliance requirements

Net Branding also recommends a simple proof block on the same page, so buyers do not need to hunt for reassurance.

Trust is the part many teams skip.

They focus on more pages.

Then they wonder why the brand does not get chosen.

Trust assets that work across markets

• Case studies
• Reviews
• Team bios
• About page clarity
• Policies and terms clarity
• Partner programmes
• Awards and memberships

For local businesses, people want to know

• Are you real
• Are you nearby
• Do others trust you
• Will you answer the phone

For corporates, buyers want to know

• Can you deliver consistently
• Can you document what you do
• Do you manage risk properly
• Are you stable and accountable

Net Branding keeps this practical. One proof asset a week can change outcomes fast.

This is where you remove friction.

Start with the basics that support clarity.

Internal linking

Internal links connect your site into a topic network.

Schema

Schema helps machines label what the page is.

Start with

• Organisation schema
• LocalBusiness schema, if relevant
• Service schema
• FAQPage schema on pages that include FAQs

Indexing and thin pages

Audit pages that do not serve a purpose.

Decide if they should

• Be improved
• Be merged
• Be removed
• Be noindexed

Net Branding can handle this side if you do not have development support. It is common.

Global content needs a plan.

Option 1 One global site, one set of pages
Option 2 Regional pages where the offer changes
Option 3 Separate sites per region

A simple rule

Do not copy paste pages and change the country name.

If you want a USA page, give it USA proof.

If you want a Europe page, give it Europe buyer expectations and proof.

If you want an Asia page, give it clear localisation.

Net Branding can help you choose the least messy approach for your size and market.

Keep this light.

Track these monthly

• Brand searches trend
• Enquiry volume
• Enquiry quality
• Top pages by clicks
• Engagement on key service pages
• Mentions or citations you spot in AI answers

Monthly AEO scorecard you can repeat

Week 1
• Upgrade one key service page

Week 2
• Add one proof asset

Week 3
• Improve internal links and one piece of schema

Week 4
• Review results and pick the next focus

Net Branding can run this with you as a simple monthly program.

Trying to fix everything at once.

Publishing more content instead of improving core pages.

Overusing buzzwords.

Renaming services constantly.

Skipping proof.

Treating AEO like a single technical change.

Mini page 1 Your top three pages

Page 1

• URL
• Purpose
• Primary question it answers
• Proof on page
• Next action for user

Page 2

• URL
• Purpose
• Primary question it answers
• Proof on page
• Next action for user

Page 3

• URL
• Purpose
• Primary question it answers
• Proof on page
• Next action for user

Mini page 2 Answer block writing prompt

• Start with a one sentence answer
• Add two to three sentences of context
• Add a short bullet list if needed
• End with a next step

What is a workbook for AEO

It is a guided set of steps, checklists, and templates that help you improve how your brand shows up in answer style search.

Do I need to stop SEO to do AEO

No. You keep SEO. You add clearer answers, stronger topic consistency, and better proof.

How long does it take to see results

If you upgrade key pages well, you can see movement within weeks. Bigger gains often take a few months.

What matters more, schema or content

Content usually matters first because it gets quoted. Schema supports by labelling your content.

Can local businesses win in AI search

Yes. Clear service pages, reviews, and obvious service areas make a big difference.

How do I handle multiple regions like USA, Europe, Asia

Avoid copy paste pages. Build regional pages when the offer changes. Keep one strong source page per topic.

If you want this workbook turned into a full build for your business, Net Branding can help.

Options

• A one off workbook build mapped to your services and markets
• Guided implementation where your team does the work with Net Branding support
• Ongoing monthly support covering content upgrades, entity mapping, proof assets, and technical improvements

Net Branding focus
When buyers ask AI who to trust, we make sure your business is the answer.