Search used to mean ten blue links. Increasingly it means a single answer. When someone asks an assistant for the best dentist nearby, the assistant composes a response from sources it can understand and trust. Answer engine optimisation is the work of becoming one of those sources.
The shift from links to answers
A list of links asks the customer to do the comparing. An answer does the comparing for them, and it names very few businesses. Being one of those few is the new first page.
The three foundations
It rests on three things. First, clarity: your business name, address, services and hours stated consistently everywhere they appear. Second, structure: markup and page layouts that let machines read your information without guessing. Third, credibility: reviews, mentions and citations that confirm you are who you say you are.
None of this replaces good service. It makes good service easy to find and easy to quote.
A starter checklist
Check that your Google Business Profile is complete.
Make sure it matches your website exactly.
Add a clear page for each service you offer.
Add an FAQ that answers real customer questions in plain language.