We help your brand be visible in the next generation of search.
From structured data and authoritative content, to optimisation for Google’s Search Generative Experience and voice assistants, we make sure your brand is surfaced by AI-driven search platforms.
AEO for business impact
The way people search is changing.
Instead of entering keywords and scrolling through links, customers are now asking AI platforms like ChatGPT, Gemini and Google’s AI Overviews specific questions – and receiving structured answers that explain, compare and recommend.
These platforms don’t simply rank websites. They interpret the web, selecting the most relevant, credible sources to build their response. If your business isn’t clearly understood and trusted by these systems, you risk being left out.
AI platforms rely on the same foundations that drive SEO – strong technical performance, clear structure and high-quality, credible content. But AEO goes a step further. It requires your content, data and digital presence to be structured in a way that AI can interpret, connect and confidently use – including elements such as natural language content, structured data (schema), and clear authority signals.
Done well, AEO ensures your business is not just visible, but selected, summarised and trusted.
Why is it important?
Over 40% of search queries are now conversational – people asking questions, not just typing keywords.
In B2B and industrial sectors, this shift is even more pronounced. Buyers are exploring complex topics, comparing options and looking for clear, trustworthy answers, often before they ever visit a website.
Without a clear AEO approach, your business may still rank, but fail to appear in the answers your customers are actually reading. And if you’re not in the answer, you’re missing opportunities.
A structured AEO approach helps you:
What You’ll Get
We design and structure your digital presence for AI discovery, ensuring your business is clearly understood, accurately represented and consistently surfaced.
Our work combines technical implementation, content structuring and brand alignment, creating a strong, machine-readable foundation.
Why choose Herron?
AEO encompasses brand, content, technical structure and advanced user behaviour. It’s about making your expertise clear, credible and structured, so it can be understood and trusted by people and AI.
That’s where we’re different. We’re not just a search agency.
Our background in brand, design and digital means we shape information for people first – and therefore for AI – combining the human needs for clarity, structure and credibility, with the technical foundations that drive visibility.
Who We Work With
Our sweet spot is industrial and manufacturing B2B – businesses with complex products, technical detail and long buying cycles. In these environments, AI is increasingly used to simplify complexity and compare options.
We also work with professional services firms where credibility, clarity and reputation are key.
“Everything’s increased since we commissioned Herron – customer enquiries, how much we export, the productivity of our staff and profit. Our website & marketing materials have never worked harder – and the sales figures prove it.”
“The service from the team at Herron has been second-to-none. We get compliments on the website all the time — it really showcases what we can do and has led to gaining new clients in the UK and overseas.”
“Having Paul and Herron on the journey with us and working collaboratively with our team has been invaluable — and hopefully we can continue that relationship going forward.”
“Today’s casting industry is modern and dynamic — we need to reflect our members as vital solution providers to global advanced manufacturing. Working with Paul and his team helped CMF overhaul the way we communicate.”
Our approach
Our approach to AEO is focused on building a clear, credible and machine-readable representation of your business – combining brand clarity, structured data, authority signals and real-world performance insight:
Frequently asked questions
Got a few questions about how we work or what to expect? You’re not alone – here are some of the most common things we get asked about our AEO service:
SEO helps you rank in a list of links on a search engine. AEO helps you become the “featured answer” or the specific recommendation given by an AI chatbot. SEO gets you onto the page; AEO gets you into the answer.
No. AEO is about how your current website is structured and the data hidden in your code. We refine your existing site to make it “AI-friendly” without changing your brand’s look and feel.
It’s not replacing it, but it is changing it. Google’s “Search Generative Experience” (SGE) now puts AI answers at the top of the page. If you aren’t optimised for AEO, you’re being pushed further down the screen.
We monitor “Share of Model”- how often AI platforms cite your brand compared to competitors – alongside traditional metrics like featured snippets and conversational search traffic.
B2B buyers often ask complex, technical questions when researching solutions. AI tools are increasingly used to explain options, compare suppliers and shape early decisions. If your business isn’t clearly understood and surfaced in those responses, you risk being overlooked before a prospect ever visits your website.
View our work
Our services
From strategy to identity and tone of voice, we build brands that cut through noise and connect with the right audience.
From digital to physical, we design bold, consistent visuals that bring your brand to life across every touchpoint.
We design and build smart, reliable digital platforms that look great, work hard and grow with you.
Integrated marketing strategies and campaigns that connect brand, digital and search — and deliver real results.
Contact us
If your brand is ready to become irresistible, drop us a note, or give us a call to see how we can get your audience not only engaged, but powerless to resist.
+44 (0)114 321 1808
