Webinar Recap: How to Win Visibility When SEO Isn’t Enough: A Practical Guide to AEO 

Search is evolving fast, and for small businesses, that shift is already changing how customers find and choose who to work with. 

In our March webinar, How to Win Visibility When SEO Isn’t Enough: A Practical Guide to AEO, Thryv small business expert, Kelli Henthorn, and K&L Roofing owner Steven Sullivan shared what’s changing in search and how businesses can stay visible as AI-powered answers reshape the customer journey. 

Here’s what you need to know and how to take action. 

For years, small businesses focused on ranking on page one of search results. That meant optimizing keywords, updating website copy, managing listings, and building backlinks. 

That still matters. But it’s no longer enough. 

Today, customers are: 

• Asking AI tools for recommendations  
• Using voice assistants to find businesses  
• Browsing social platforms instead of search engines  
• Comparing options through reviews  
• Making decisions without ever clicking a website  

The biggest shift is clear: 
Customers aren’t just searching for businesses. They’re expecting immediate answers. 

Answer Engine Optimization (AEO) is about positioning your business to be the recommended answer, not just another link. 

While SEO focuses on rankings, AEO focuses on: 

• Being selected by AI tools  
• Appearing in summaries and recommendations  
• Showing up in zero-click searches  

The impact is already happening: 

• 50% of consumers use AI tools to evaluate purchases  
• Traditional search traffic is expected to decline  
• Hundreds of millions of users rely on AI assistants weekly  

Visibility now happens before the click. 

AEO doesn’t replace SEO. It builds on it. 

SEO helps you: 

• Rank in search results  
• Drive traffic  

AEO helps you: 

• Become the answer  
• Get recommended  
• Show up across AI, maps, and voice search  

To win today, businesses need both working together.

The webinar outlined five key areas that influence whether your business gets surfaced in AI-driven answers. 

1. Accurate and Consistent Listings 

Ensure your business information is correct across directories, including your name, address, phone number, hours, and services. 

2. Strong, Active Reviews 

Focus on increasing review volume, keeping feedback recent, and responding consistently to build trust. 

3. A Website That Answers Questions 

Create FAQ content and clear, structured answers that reflect what customers are actively searching for. 

4. Clearly Defined Offerings 

Be specific about your services and categories so AI tools can confidently match your business to customer needs. 

5. Active Social Media Presence 

Consistent posting and engagement reinforce credibility and visibility across platforms. 

One of the most valuable parts of the webinar was hearing how these strategies play out in a real business. 

Here’s what K&L Roofing owner Steven Sullivan shared: 

Building Visibility Is Only Part of the Equation 

As the business grew, managing leads and follow-up became a challenge. Missed calls and delayed responses created friction in the customer experience. 

Takeaway: Visibility means little if your process can’t support it. 

Strong SEO Created Momentum 

After improving their website and search presence, the business saw a significant jump in visibility, moving from deeper pages into top search results in a matter of months. 

Takeaway: SEO is still the foundation for getting found. 

Reviews Became a Competitive Advantage 

By actively building and responding to reviews, K&L Roofing strengthened trust and improved close rates, converting a high percentage of incoming leads. 

Takeaway: Reviews influence both customer decisions and how AI evaluates your business. 

Automation Made Growth Sustainable 

Automating scheduling, reminders, and follow-ups helped the team increase appointment volume while reducing no-shows. 

Takeaway: Consistency across touchpoints is easier to maintain with the right systems in place. 

One System Simplified Everything 

Managing leads, communication, and payments in one place improved efficiency and created a smoother customer experience. 

Takeaway: Streamlined operations strengthen both marketing performance and customer satisfaction. 

The Biggest Lesson: Be Ready to Convert 

Customers are making faster decisions, often before visiting a website. That means every interaction needs to be clear, timely, and professional. 

Takeaway: The businesses that win aren’t just visible. They’re prepared. 

The shift to AEO isn’t just a trend. It’s a fundamental change in how customers discover businesses. 

Here’s how to adapt: 

Visibility happens earlier 
Customers may decide before ever clicking on your site. 

Consistency builds trust 
Listings, reviews, and content must align across platforms. 

Automation keeps you competitive 
Maintaining visibility everywhere manually is difficult without support. 

Turning Strategy Into Action 

Managing listings, reviews, content, and follow-ups across multiple platforms can quickly become overwhelming. 

With the right system in place, you can: 

• Sync your business information across directories  
• Manage and respond to reviews efficiently  
• Keep content active across web and social  
• Automate follow-ups and customer communication  
• Track leads and improve your sales process  

The goal isn’t just to be found. It’s to be chosen and to turn that visibility into growth. 

Search isn’t disappearing. It’s evolving. 

Businesses that succeed won’t just rank well. They’ll show up as the most trusted, relevant answer wherever customers are searching. 

Start with strong SEO. Build toward AEO. And focus on creating consistent, clear, and trustworthy experiences across every touchpoint. 

That’s how you stay visible and keep growing.