Wyoming Biz Tips for August

An occasional look at issues facing Wyoming business owners and entrepreneurs from the Wyoming Small Business Development Center (SBDC) Network, a collection of business assistance programs at the University of Wyoming.

By Kayley Achi, market research program manager, Market Research Center, Wyoming SBDC Network

Over a billion people each month turn to artificial intelligence (AI) platforms, such as ChatGPT and Gemini, to answer questions and find local services. The shift from traditional search to AI is only accelerating, with industry analysts at Semrush predicting AI search visitors will surpass traditional search visitors by 2028.

Small businesses that optimize their digital content and websites for AI today will have a massive advantage in the coming years as more customers find new brands, information on local businesses and more through these generative AI chatbots.

You might see this shift in digital content optimization, called artificial intelligence optimization (AIO), generative engine optimization or answer engine optimization. Wading through that alphabet soup of acronyms usually creates more confusion than clarity when you’re just trying to grow your business. To cut through the noise, I’ve broken down the core essentials below -- what generative AI optimization means, why it matters and how it’s different from traditional SEO.

What does AIO mean?

AI optimization is structuring your digital presence, including your website, media and other content, to make it easier for AI systems to find and use your business information in answers. When people type in questions like “Who is the most reliable contractor in my area?” to Claude or ChatGPT, the AI model isn’t simply returning the top Google searches. Instead, the model is using its own algorithms and models to write conversational answers from a few trusted sources. The goal of optimization is for your website or other business assets to be one of those trusted cited sources.

Why does AIO matter for small businesses?

According to a survey by the Pew Research Center, almost half of all U.S. adults (49 percent) are using AI chatbots, such as ChatGPT, Gemini, Copilot and Perplexity. The primary use for four in 10 adults was to search for information, so more of your potential customers are using these generative AI chatbots as search engines where they may ask for recommendations and make buying decisions. 

At the same time, traditional search engine results are losing ground. A study by Ahrefs revealed that Google’s AI Overviews have already driven a 58% drop in organic click-through rates for top-ranking search positions. In short, your potential customers are bypassing website links altogether -- either by switching to stand-alone chatbots or getting their answers directly from Google’s instant AI summaries.

For entrepreneurs, AIO is an opportunity to reach the nearly half of Americans using chatbots and to get ahead of competitors who may be lagging on updating their digital presence to increase their AI visibility.

SEO versus AIO

Search engine optimization (SEO) focuses on increasing your website’s ranking in traditional search results. When someone types in a question or query like “What’s the best pizza restaurant near me?” or “car repair tips,” Google scans hundreds of thousands of webpages to find the most relevant websites and webpages to answer the query.

The goal of SEO is to earn a spot on the first page of search results for the keywords and queries most relevant to your business, such as the website for your dog grooming company taking the second slot for a search for “dog groomers in Laramie.” A good SEO strategy tends to lead directly to more website visitors. AIO works differently. AIO may not lead to more clicks or website visitors, but an increase in your business’s overall visibility.

Many of the factors search engines, such as Google, use to rank your website are similar to how AI models evaluate their sources. Both want to ensure the answers they provide are relevant to the query. Basically, does your webpage answer the specific question or relate to the topic posed by the user? AI and search engines also want the content to demonstrate trustworthiness, authority and expertise.

I used the term “trusted source” earlier because it really is the foundation of everything. Whether you’re talking about a traditional or AI search, every major model and algorithm is built around finding sources that are high-quality. The key difference is how they measure what is high-quality, trustworthy and relevant.

Search engines tend to rely more on your website’s keyword placement, backlinks and site structure. The AI systems often look at the totality of your digital footprint by scouring not only your website but review sites such as Reddit, directories and website mentions that verify your business is worth citing.

How do I get started with AIO?

Every AI platform relies on its own unique algorithm to pick sources, so visibility across chatbots isn’t uniform. A user might get your business as a top recommendation on ChatGPT but see an entirely different set of competitors on Claude or Perplexity for the exact same prompt. Semrush confirmed this difference by analyzing AI citations across platforms, and the results showed little overlap between the sources recommended by Google compared to ChatGPT and even Google’s own AI mode.

Given how rapidly these algorithms evolve and how many models people use, there’s no “magic formula” that guarantees your small business will appear in every AI response. However, focusing on core trust factors will steadily boost your visibility across multiple platforms. To dive deeper into actionable tactics, I recommend starting with Semrush’s “How to optimize for AI search results in 2026.”

The Wyoming Market Research Center also offers no-cost website analysis reports to small businesses in Wyoming. Our research team can audit your website and give customized, actionable feedback on how to improve your SEO, AIO and website user experience. If you’re interested in receiving a free website analysis report, connect with your Wyoming SBDC regional director.

The Wyoming SBDC Network offers no-cost advising and technical assistance to help Wyoming entrepreneurs think about, launch, grow, reinvent or exit their business. In 2025, the Wyoming SBDC Network helped Wyoming entrepreneurs start 42 new businesses; support 2,017 jobs; and bring a capital impact of $12.8 million to the state. 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 are available at www.wyomingsbdc.org/about.

To ask a question, call 1-800-348-5194, email wsbdc@uwyo.edu or write Dept. 3922, 1000 E. University Ave., Laramie, WY 82071-3922.

For more information, go to www.wyomingsbdc.org.

All opinions, conclusions, and/or recommendations expressed herein are those of the author(s) and do not necessarily reflect the views of the SBA.