Local AEO Checklist for Hertfordshire Service Businesses
Answer engines like ChatGPT and Perplexity are changing how people find local services. If you run a business in Hertfordshire, you need to pay attention.
Most service businesses still focus entirely on Google. Understandable. Google's been the main game for years. But more and more people are asking AI tools for recommendations instead of typing into a search box. And the AI gives one answer, maybe two. Not a page of ten links. One name.
When someone in Hitchin asks ChatGPT "who's the best plumber near me?", will your business come up? Here's a checklist to make sure it does.
What makes AEO different from SEO
Traditional SEO tries to get your website on page one of Google. AEO works differently. It makes sure AI tools can find accurate information about your business and feel confident enough to recommend you.
AI pulls information from multiple sources. Your website, directories, reviews, social profiles, mentions across the web. If your information is scattered or inconsistent, the AI won't trust it enough to put your name forward.
Think of it like asking a mate to recommend a tradesperson. You'd only recommend someone you know details about. You've seen their work, you know their prices, you understand what they're good at. AI answer engines work the same way. They need clear, consistent signals before they'll commit to a recommendation.
Your AEO checklist
Right, here's what actually matters. Going through this lot will put you ahead of 90% of your local competition.
Claim and complete your Google Business Profile
I know this seems obvious. Half the businesses I see have incomplete profiles anyway.
Make sure every single field is filled in. Service areas, opening hours, website, phone number. Upload recent photos of your work, your team, your premises. Not stock photos. Real ones.
When AI tools look for verification about your business, Google Business Profile is often their first stop. An incomplete profile tells AI you might not be worth recommending.
Get your information consistent everywhere
Your business name, address, and phone number need to be identical across every platform. Exactly identical. Not "J Smith Plumbing" on one site and "John Smith Plumbing Ltd" on another.
Check these at minimum:
- Your website footer and contact page
- Google Business Profile
- Facebook business page
- Yell, Thomson Local, and other UK directories
- Any trade association listings
Inconsistencies confuse AI. It can't tell if these are the same business or different ones, and when it's confused it recommends nobody.
Create location-specific content
If you serve multiple towns, create separate content for each. A plumber covering Letchworth and Royston should have distinct pages for both areas. Not just "We serve Letchworth and Royston" tacked onto one generic page.
Write naturally about each location. Mention the kinds of properties in that area, typical problems you solve there, your response time from your base. A page about boiler repair in Baldock might mention the mix of older Victorian terraces and new-build estates, and how the heating challenges differ.
Details like this give AI geographic context it can actually use.
Build a question-focused content strategy
People ask AI tools questions. "How much does a new boiler cost in Stevenage?" or "Who does blocked drains in Hitchin?"
Create content that directly answers these questions. Use the actual questions as headings where it makes sense. Write clear, straightforward answers without marketing fluff.
This content doesn't need to be long. A 300-word article answering one specific question properly is better than a 2,000-word ramble that never quite gets to the point. AI prefers concise, accurate information it can extract and summarise.
Collect and respond to reviews
Reviews give AI social proof. They also provide rich detail about what you actually do and how well you do it.
Ask happy customers to leave Google reviews after every job. Make it easy, send them a direct link. Respond to every review, good or bad.
When responding, mention specifics. "Thanks for your feedback on the bathroom renovation in Letchworth, glad we could sort the pipework issues" tells AI far more than "Thanks for the review!". Every response is a data point.
Structure your website data properly
This gets slightly technical, but bear with me. Your website should include schema markup, which is code that tells AI exactly what different pieces of information mean.
For a local service business, you want LocalBusiness schema at minimum. This tags your business name, location, contact details, services, and opening hours in a way machines can read easily.
Most modern website builders can add this. If yours can't, a web developer should be able to sort it in an afternoon. It's not complicated once you know what you're doing (or know someone who does).
Keep your content fresh
Update your website regularly. Add photos of recent projects. Write a short update about a job you completed. Mention seasonal services as they become relevant.
Fresh content signals you're active and operating. AI prefers recommending businesses that appear current. A website last updated in 2023 doesn't inspire much confidence from anyone, human or artificial.
Start with consistency, build from there
This checklist isn't everything you could do for AEO. But it covers the essentials that matter most for local service businesses in North Hertfordshire and across the county.
Start with getting your basic information correct and consistent everywhere. That's the foundation. Then build on it with location content, question-based articles, and proper proof pages.
If you want help implementing AEO properly for your Hertfordshire business, book a call with us at Hert Bots. We specialise in AEO in North Hertfordshire and can build a system that actually works.