Why SMEs Should Embrace AI& Optimise For Answer Engines
By Ari Pournaras, Founder & Managing Director of Big Pond
AI is driving a major shift in how we live and work, and you hear it everywhere – so, before you run a mile at the mention of it, this article will give you some actionable things to think about. It’s disrupting and transforming businesses. Vendors are already pushing ‘AI Integration’ packages, but the truth is, we’re still early in the adoption curve. That makes now the ideal time for businesses to start adopting AI and weaving it into their marketing strategy.
AI isn’t a fad; it’s how some customers already discover, compare, and choose local services. Tools like ChatGPT, Perplexity, and other ‘Answer Engines’ compress the vastness of the web into clear recommendations.
The percentage of people using these services to find businesses might be very small (under 5%) – however, now is the time to start thinking about how you can utilise AI to improve your business. The upside? SMEs can win faster than big brands by being more focused, more helpful, and more structured.
What ‘Optimising For AI’ Really Means
When people ask tools like ChatGPT or Perplexity for ‘solicitors near me’, those systems look for clear facts, trustworthy signals, and simple language. They prefer businesses that are easy to understand and easy to verify. This means your website should state the basics (who you are; what you do; where you work; when you’re open; how to contact you) and back it up with proof such as reviews, awards, and mentions in local press. Having an up-to-date website with fresh content updates (News/Blog posts) and a presence on social media channels is also very important.
The SME Playbook (In Plain Language)
As well as offering the basics on your website, like an About Us, Contact Us, and content about your services, you can look at replicating all that information on Google My Business, Bing Places, and any other social channels you have a profile on – i.e., create a digital footprint.
Next, answer questions the way customers ask them. If people often ask ‘how much does a boiler service cost in Ayr?’, add that exact question and a short, direct answer. Write in simple sentences. Add quick How-Tos or comparisons. The clearer your answer, the more likely AI tools are to choose you as a source.
Build trust in public. Keep your Google Business Profile and Bing Places profiles complete with current photos, categories, services, and helpful posts. Ask customers for reviews and reply to them. If you’re featured in local media or partner with community groups, mention it on your site. These real-world signals tell search engines that you are an actual business backed by social proof.
Make your information easy for machines to digest. Use straightforward page layouts (with H1 and H2 headers), ensure fast loading speed, clean links, and no barriers to important content like your menus or prices. Where possible, for things like FAQs, services, products, or events, add structured data (behind-the-scenes labels known as ‘Schema Code’) so AI assistants can pull the right facts instantly.
Show your experience. Include team bios, accreditations, before-and-after galleries, step-by-step photos, and short case studies that name the location and outcome. Add typical response times and common issues you fix. This all turns faceless claims into visible proof.
Finally, keep improving. Track which pages people visit from enquiries or booking tools and watch for new referrers in your analytics. Make note of the questions customers ask you on the phone or in emails and turn them into clear answers on your site. Small updates, done regularly, compound into authority.
Why This Matters Now
AI assistants (which can complete tasks based on user commands) are fast becoming popular, and although they don’t have the market share that Google has right now, they are growing at a rapid pace. If you adopt these practices now, you’re positioning your business for future growth and staying ahead of the competition.
The Bottom Line
For local businesses, AI is a leveller. You don’t need a huge budget; you need clarity, structure, and proof. Make your website and your wider web presence the clearest, most useful source about your services in your area, and these answer engines will help amplify your marketing.
