Key Takeaways:

• The way people search is changing, and contractors need to learn about Answer Engine Optimization (AEO).
• Some main AEO techniques include having more conversational and concise summaries.
• You need to optimize your entire brand presence, not just a few blogs. 

SEO isn’t dead for building trades contractors, but it is evolving. The truth is, lazy black hat techniques that manipulate search rankings, like link and keyword spamming, are what’s dead. 

Search engines are now prioritizing sophisticated, user-centric content. This is great news for trades contractors, because it rewards those who provide value instead of shortcuts. Here’s how SEO is changing and why building trades contractors should continue investing in it. 

How Have Google’s Algorithms Changed? 

Google’s algorithms are much sharper in how they interpret and rank content. It’s better at answering questions clearly, presenting structured, reliable, and up-to-date information, and filtering out pages that aren’t truly useful. Here’s how it’s doing that:

1. Voice-Activated Virtual Assistants

ChatGPT, Alexa, Bixby, Siri, Google Assistant, you name it. If someone asks, “Hey Google, who in my area can install a new EV panel this week?” it will understand the urgency, intent, and location and provide the best-suited results. 

Voice assistants are built to understand how people really speak, so keep your business content conversational and human. 

2. Google Search Generative Experience (SGE)

Instead of links to different sites, Google’s Search Generative Experience provides immediate, interactive answers, along with links to the sources it generated those answers from. 

For example, if a consumer searches for “HVAC installations near me,” SGE will provide a list of businesses that it deems the best possible matches to what they want. Have your information well-structured, specific, and accurate, and Google will trust your business more.

How Is AI Affecting SEO?

AI can understand intent now more than ever, which means higher expectations. Homeowners are used to getting direct answers to their questions rather than links, so your business needs real evidence of trustworthiness, consistency, and clarity to show up. 

Visibility Comes From Your Overall Brand Presence

SEO used to be seen as a simple way to get your business out there. Write a couple of blogs with some basic optimization, and that was enough to get Google to notice you. 

Now, Google focuses on your brand as a whole, rather than individual pages. It accounts for your entire business identity — content, reviews, photos, services, and reputation — before determining whether you’re qualified to show up in AI results. 

Credible Content Wins 

AI models are designed to identify and cite information from credible sources. So what makes your content credible?

• Evidence of knowledge and skill. This includes photos of your work along with the reviews of satisfied customers.
• Accuracy. Your information is verifiable, specific, and technically correct, showing expertise through correct trade terminology and ability to explain processes in detail.
• Authority. You’re visibly licensed and qualified to do the work. 
• Relevance. Your content is up-to-date and in line with current codes and best practices. It’s also related to any questions or pain points the reader might have.

Is Searching Going Down in the US?

Searching isn’t going down in the traditional sense. Many people still use Google as their main source of information, but what’s changing is user behavior and the way people receive information. Let’s see how. 

Zero-Click Searches 

A zero-click search is when someone types a query into a search engine and gets their answer without needing to visit a website. 

They’re increasing because AI generates instant answers to the user’s questions without them having to click around for information. This means your focus needs to shift from clicks and traffic to how your business actually shows up. 

What’s the Future Hold? — AI SEO (AEO) Is the Future

The internet as we know it is changing once again, and now we need to hone in on Answer Engine Optimization (AEO). 

AEO involves making your content easy for AI models to interpret and use in answers, but how do you do that?

How To Optimize Your Business for AEO 

You understand how Google’s algorithms have changed; now, let’s look into how you can optimize your online presence for the way SEO has evolved:

1. Stay Active on Your Google Business Profile 

Optimization and activity on your Google Business Profile (GBP) is the starting point to being prioritized by SGE. Here’s how to do that:

• Keep your name, address, and phone number (NAP) up-to-date and consistent on all pages.
• Regularly add before/after photos of your projects, promotion reminders, reviews — and respond to them. 
• Be specific and clear about your services (e.g., emergency plumbing, roof repairs, HVAC installation). 
• Provide your exact service areas.
• Write a business description that explains who you are, the problem you solve, and what sets you apart with the same language you’d use in a conversation. 

Voice assistants and SGE use your GBP as a primary source of information for local searches, so keep it updated, accurate, and natural-sounding to directly benefit your chances of showing up in AI results. 

2. Make the Most of Reviews 

AI tools use reviews to determine your credibility and which queries you qualify for. They also monitor how often reviews come in and whether they’re overall positive or negative, so it’s important to maintain a pleasant customer experience. 

Don’t be shy to ask your customers for reviews, and make sure to respond to any not-so-great reviews with professionalism as well. 

3. Content Hierarchy Is an Advantage 

A clear content hierarchy makes your pages easier for AI to extract and cite information from. 

This is what a clear content structure looks like:

• Scannable headings, arranged in H1, H2s, H3s, etc. 
• Bulleted or numbered lists and short paragraphs (2-4 sentences). 
• Answering the question before explaining your answer. 

4. Use Schema Markup 

Schema markup is code that helps AI better understand the context of information. The code basically adds labels to your work and spells it out so that AI search engines don’t have to rely on context clues to figure out what each thing means. 

When SGE can easily read and interpret your work, it makes your page more eligible to appear in AI-powered results. Google recommends JSON-LD for its easy implementation and maintenance. 

5. Keep Your Writing Natural  

Writing the same way you’d speak to your audience face-to-face is important. You also get your point across faster by ditching the fancy words, jargon, and formalities. 

Tips to keep your writing relatable and easy to read:

• Use contractions. 
• Use the active voice (i.e., “we repair leaking pipes in under 30 minutes” rather than “leaking pipes are repaired in under 30 minutes.”)
• Read your work out loud so that you can tell if it sounds natural or not.
• Address the reader directly, and as if you’re talking to a friend. 

AI algorithms favor digestible and straightforward summaries, so writing naturally is great for AEO.

Get AEO-Ready With Tempesta Media 

Standard SEO may no longer be enough to get you noticed by customers, so now’s the prime time to optimize your content for zero-click answers and AI overviews. 

Don’t know where to start? Tempesta Media’s got you covered. 

Tempesta Media is made for building trades and riding the wave of changing trends, so if you don’t know where to begin with AEO, their solutions for getting you seen and mentioned are the best places to start. Contact Tempesta Media today for a consultation. 

FAQ

1. What’s the difference between SEO and AEO?

SEO involves optimization for traditional search engines, with a focus on showing up in search results. AEO is optimizing for voice searches and AI tools, focusing on showing up in AI-powered results. 

2. Is SEO still relevant?

Yes. SEO still plays a big role in how visible you are to homeowners. 

3. Is AEO better than SEO?

One isn’t better than the other since they serve two different purposes, and combining both actually makes for a powerful strategy.