SEO & AEO
Edinburgh-based SEO and AEO for businesses across the UK: technical repair, focused content, local visibility and evidence that Google and AI assistants can actually trust.
SEO (search engine optimisation) is the work of getting a website to rank higher in search engines like Google for the terms your customers type. It covers technical health, site speed, on-page content, links and local signals.
AEO (answer engine optimisation) is the work of getting a business found, cited and recommended by AI assistants like ChatGPT, Claude and Perplexity when people ask them for a recommendation. It relies on clear answers, structured data and machine-readable signals like an llms.txt file.
In short: SEO wins the search result, AEO wins the AI recommendation. As more buyers ask an assistant before they ask Google, the businesses that show up in both win the work. Built Proper does both.
Gartner's predicted drop in traditional search volume by 2026 as buyers shift to AI assistants.
Gartner, 2024 ↗Organic clicks for Ronald Graham Roofing versus the final measured pre-launch period.
Measured case study ↗Cost per paid conversion for Hallmark Driveways versus the measured May–June period.
Measured case study ↗Search is changing. We optimise you for Google and for the AI tools your customers increasingly ask first — so you show up in both, with the structure and content to back it up.
Let's talk it
through.
Common questions
What’s the difference between SEO and AEO? +
SEO gets you ranking in search engines like Google. AEO (answer engine optimisation) gets you found, cited and recommended by AI assistants like ChatGPT, Claude and Perplexity. Increasingly you need both.
How do you get a business recommended by AI assistants? +
By making your site legible to them — clean structure, clear answers to the questions buyers ask, and machine-readable signals like structured data and an llms.txt — so models can understand and surface what you do.
How long does SEO take to work? +
Technical and on-page fixes can move things within weeks. Competitive rankings build over months. We focus on the work that compounds rather than quick tricks that don’t last.
Do you guarantee a number-one ranking? +
No one credible can — anyone who guarantees it is guessing. We commit to the work that reliably moves rankings and visibility, and we report on it honestly.
PROPER