Remember when getting your business found online was as simple as making sure you showed up on Google? Those days are changing fast. If you’re a Wyoming small business owner who’s heard terms like “SEO” and “AEO” thrown around but aren’t quite sure what they mean or why they matter, this article is for you.
How Online Search Used to Work
For the past two decades, the game was straightforward: Search Engine Optimization, or SEO. Someone would type a few words into Google and it would show them a list of websites ranked in order. Your goal as a business owner was to get your website as high on that list as possible, ideally on the first page. To do this, you’d include the right keywords on your website (words and phrases your customers were searching for), make sure your site loaded quickly, and try to get other reputable websites to link to yours.
Search engines used programs called crawlers to explore the web, following links from one page to another, discovering and indexing content. Then complex algorithms would determine which websites were most relevant for specific search queries.
It was all about getting people to click on your website link. The more clicks you get, the more potential customers walked through your (digital) door.
What’s Changing Right Now
Today, people are searching differently—and that’s changing everything.
Instead of typing short phrases into Google, people are now:
- Asking their phone full questions: “Hey Siri, where’s a good breakfast place in Laramie that’s open now?”
- Using AI chatbots like ChatGPT or Perplexity to get recommendations
- Speaking to Alexa, Google Assistant, or their car’s voice system for immediate answers
Here’s the crucial difference: these AI tools and voice assistants often give people a direct answer withoutsending them to a list of websites to choose from. The AI simply tells them, “Based on reviews and location, I recommend…” and might mention your business name—or your competitor’s.
This shift has created a new challenge called Answer Engine Optimization, or AEO. Instead of competing to be the highest-ranked link that someone might click, you’re now competing to be the business that AI tools actually mention and recommend when people ask questions.
The Numbers Tell the Story
This isn’t some distant trend. It’s happening right now:
Over
400 million people use ChatGPT
or related AI products for information every week
Industry analysts predict that by 2026,
25% of organic search traffic will shift to AI
chatbots and virtual assistants instead of traditional search clicks
are related to “near me” and local inquiries—exactly the kind of searches Wyoming businesses depend on
What’s especially important for local businesses is this: over 57% of Google searches now end without a click. People are finding their answers directly on the search results page or through AI responses, which means they never visit your website at all—unless you’ve optimized to show up in those direct answers.
Why Wyoming Businesses Should Care
Think about your own behavior. When you’re driving through Cody and ask your phone, “Where can I get my oil changed nearby?” you’re expecting an immediate answer, not a list of links to research. You’ll probably go with whichever business your phone recommends—if it sounds convenient and trustworthy.
Your customers are doing the same thing. Whether they’re tourists asking their rental car’s voice system for restaurant recommendations or locals using their smart speaker to find a plumber who’s open on Sunday, they’re bypassing traditional Google searches entirely.
If your business isn’t set up to be found by these AI systems, you’re invisible to a rapidly growing segment of potential customers.
What You Can Do About It
The good news is that you don’t need to throw out everything you know about marketing. Good AEO practices actually reward the things that make for good business anyway—being clear, helpful, and trustworthy. Here are the practical steps you can take:
- Make Sure Your Basic Information is Accurate Everywhere
This is the single most important step. Your business name, address, and phone number must be identical on your website, Google Business Profile, Facebook page, Yelp, and anywhere else you’re listed online. Voice searches are often location-driven and mobile-based, meaning customers need fast, accurate answers. If your hours are different on different platforms, or your address is formatted inconsistently, AI systems get confused and skip over you.
Your Wyoming SBDC business advisor can help you audit where your business is listed online and ensure consistency across all platforms. Contact your local advisor to get started.
- Write Content That Answers Real Questions
Instead of just listing your services, think about the actual questions your customers ask. Create an FAQ page or blog posts that address things like:
- “What should I look for when choosing a [your service]?”
- “How much does [your service] typically cost in Wyoming?”
- “What’s the difference between [option A] and [option B]?”
Write your answers in a natural, conversational way—the way you’d explain something to a friend who called and asked. AI systems are designed to understand and extract this kind of clear, helpful information.
- Think Like Your Customer Talks, Not How They Type
People don’t say “Sheridan Italian restaurant reservations” to Siri. They say, “Can I make a reservation at an Italian restaurant in Sheridan tonight?” Your website content should reflect these natural speech patterns. Include full questions as headings, and answer them directly.
- Optimize for Mobile
More than 50% of all mobile searches are expected to be made using voice commands, and those searches happen on phones. If your website is slow, hard to navigate on a small screen, or requires a lot of scrolling to find basic information, you’re losing potential customers.
The Wyoming SBDC Network’s Market Research team offers website analysis services and can guide you on your specific website’s performance and areas for improvement. We can help you identify technical issues that might be hurting your visibility in both traditional and AI-driven search. Contact your local advisor to get started.
- Keep Your Google Business Profile Updated
Your Google Business Profile is one of the first places AI systems and voice assistants look for information about local businesses. Make sure it includes:
- Current hours (including special holiday hours)
- Accurate service descriptions
- Recent photos
- Responses to customer reviews
The Wyoming Advantage
Here’s some good news: being a small business in a specific Wyoming location can actually work in your favor. When you clearly state that you “serve the Bighorn Basin” or are “located in downtown Gillette,” you’re giving AI systems exactly what they need to match you with local searches.
This also levels the playing field against national chains. Voice search and AI tools often prioritize local, relevant results over generic national brands—especially when users ask location-specific questions. Your authenticity and local expertise matter more than ever.
Looking Ahead
The way people find businesses online is evolving from “which link should I click?” to “which business does this AI recommend?” Traditional SEO isn’t dead—it still matters—but it’s no longer enough on its own.
Wyoming business owners who take steps now to optimize for AI and voice search will have a significant advantage over those who wait. The changes don’t require a massive overhaul of your marketing. They require clarity, consistency, and a commitment to being helpful in the specific ways your customers are now looking for information.
Getting Started
Don’t feel overwhelmed. Start with the basics:
- Check that your business information is consistent everywhere online
- Add an FAQ section to your website
- Make sure your site works well on mobile devices
The Wyoming SBDC Network is here to help. Our business advisors across the state can provide personalized guidance on optimizing your online presence for both traditional and AI-driven search. Our Market Research team can also conduct a comprehensive website analysis to identify specific opportunities for improvement.
Find your local Wyoming SBDC advisor at wyomingsbdc.org.
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The Wyoming SBDC Network is hosted by UW with state funds from the Wyoming Business Council and funded, in part, through a cooperative agreement with the U.S. Small Business Administration. Full funding disclosures available at
wyomingsbdc.org/about
All opinions, conclusions, and/or recommendations expressed herein are those of the author(s) and do not necessarily reflect the views of the SBA.
