The future is here: It's time for BBB Accredited Businesses to embrace answer engine optimization (AEO)
Paula Fleming, CMSO, discusses the shift from SEO to Answer Engine Optimization (AEO). She highlights how AI-powered answer engines prioritize trust, making BBB accreditation a crucial factor for visibility. Fleming outlines opportunities for enhanced visibility and credibility for BBB accredited businesses and details the BBB's commitment to providing resources and optimizing accreditation credentials for AEO success. (June 3, 2025)
For years, businesses have focused on Search Engine Optimization (SEO) to climb the ranks of traditional web search results. But the digital landscape is evolving rapidly, and a new frontier is emerging: Answer Engine Optimization (AEO). As Chief Marketing Officer of the Better Business Bureau (BBB), I'm here to guide our accredited businesses (ABs) toward this pivotal shift and help you seize the immense opportunities it presents.
The rise of sophisticated AI-powered answer engines like ChatGPT and platforms like Amazon Rufus is transforming how consumers seek information and make decisions. These engines aren't just providing lists of links; they're delivering direct answers and recommendations. This fundamental change necessitates a new approach – one that prioritizes building trust signals that AI can readily recognize and value.
Understanding answer engine bias: Trust is the algorithm
Here's a crucial insight: AI engines don't scour the vast web indiscriminately. They are programmed to prioritize structured, reliable inputs that strongly indicate credibility. Think of it as an algorithm built on trust. What does this mean for your business? It means that the very hallmarks of BBB accreditation – your rating, your commitment to resolving disputes, and the positive feedback from your satisfied customers – are precisely the signals that AI engines are looking for.
We've already seen evidence of this. As highlighted in our recent "Start with Trust" webinar, the BBB is being actively cited by platforms like Amazon Rufus and ChatGPT. This isn't a coincidence. It's a testament to the power of the trust signals we represent.
The opportunity: Enhanced visibility and credibility
This inherent bias towards trust presents a significant opportunity for BBB accredited businesses. By strategically optimizing for answer engines, you can:
Enhance visibility: Ensure your business is prominently featured when consumers (or their AI agents) ask for trustworthy options within your industry. Imagine a potential customer asking, "What is a reliable plumber in Natick, MA?" Your BBB accreditation can be a key factor in you being recommended.
Reinforce credibility: Leverage the BBB's established reputation for trust and ethical business practices to stand out in AI-driven recommendations. Your accreditation acts as a powerful validation in the eyes of the AI.
Reach new audiences: Tap into the growing user base of AI-powered platforms, connecting with consumers in innovative and direct ways.
Leading the way: BBB's commitment to your AEO success
At the BBB, we're not content to simply observe this transformation. We're committed to equipping our accredited businesses with the knowledge and tools they need to thrive in the age of AEO. To that end, we will be launching a series of initiatives designed to guide you on this journey:
Interactive workshops: Dive deep into the principles of AEO, understand how AI engines work, and learn practical strategies for optimizing your online presence.
Informative webinars: Stay up-to-date on the latest trends in answer engine technology and discover actionable steps you can implement immediately.
Strategic presentations: Gain valuable insights into the evolving digital landscape and how to position your business for long-term success in the AEO era.
Unlocking the full potential of your BBB Accreditation credentials
We also recognize that we, as the BBB, have a crucial role to play in maximizing the value of your BBB Accreditation in this new environment. We are actively exploring smarter ways to format and surface your BBB credentials to ensure they are easily recognized and prioritized by AI systems. We believe that by strategically enhancing the presentation of your accreditation details, we can potentially double its value in answer engine results.
Don't be sidelines, be leaders
The rise of answer engines is not a fleeting trend; it's a fundamental shift in how information is accessed and decisions are made. With billions of AI engine queries happening every month and growing, the time to act is now. When consumers ask, "What business can I trust?", we must ensure that BBB accredited businesses aren't just trusted – they are visible, cited, and the clear choice.
Let's work together to ensure the BBB and our accredited businesses lead this transformative moment. Stay tuned for more information on our upcoming AEO workshops, webinars, and presentations. The future of business discovery is here, and together, we will ensure trust remains at its core.
