Month: September 2024

How your business can benefit from changing consumer behavior

AI has significantly transformed the search landscape, particularly with the advent of generative AI in search results. For the competitive home services industry, this shift requires adapting your digital strategies to ensure you remain visible online.

Staying competitive starts with understanding how customers are finding your business online, the tools they are using, and the type of content that is most likely to be incorporated in AI generated search results.

Traditionally, when a user searched for “electrician near me” they would see sponsored and ad content at the top, a map in the middle, with organic search results further towards the bottom. Results were based on the user’s location and the most relevant results found in Google. This meant the user had many sources to explore to find a plumber.

With generative AI, or conversational search, consumers have new tools to help get answers to their questions. When performing a Google search, many results include an AI Overview, which is an overview of search results and an answer to their question.

These results are no longer limited to your Google business profile and website SEO, it’s sourced from other places and providing an overview of what the internet says about a specific business or the businesses nearby.

Here’s an analysis of the changes and specific steps businesses should take:

1. Company Website

Enhance content quality
Create in-depth, informative content that addresses common customer questions and problems. This content is more likely to be featured in AI-generated summaries.

Use a conversational tone
Consumers are adapting to AI search by using conversational search queries. Rather than short statements such as “yes, we install generators”, treat it as a chat with an interested customer, explaining why you are the best choice to install their generator.

Implement structured data
Use schema markup to help search engines better understand your content, services, and business information. This can improve how your site appears in rich snippets and AI-generated results.

Improve the user experience
Ensure your website is fast, mobile-friendly, and easy to navigate. These factors continue to be important for both traditional SEO and AI-driven search. Choose clean and simple over graphics heavy, over-designed layouts.

Add FAQ sections
Comprehensive FAQ pages can serve as sources for AI to pull answers from, increasing your visibility in search results.

2. SEO Strategies

Focus on natural language and long-tail keywords. As AI becomes better at understanding natural language queries, optimize for conversational phrases and questions that potential customers might ask. (e.g., “How do I fix a leaky faucet?”).

Create topic clusters
Develop comprehensive content around core topics related to your services. This helps establish your site as an authoritative source for AI to draw information from.

Optimize for featured snippets
Structure your content to increase chances of being featured in “position zero” results, which are often used by AI to generate answers.

Local SEO
Ensure your Google Business Profile is complete and up-to-date, as this information is used for local search results and AI-generated local recommendations.

Reviews Matter
Google will use your reviews to answer consumer’s queries. If someone asks, “Who is the most affordable plumber near me?” Google will reference your reviews to come up with the answer. The opinions and experiences of customers can carry a lot weight.

3. Consumer Directories

Maintain consistent NAP (Name, Address, Phone) information across all directories and platforms.

Encourage and respond to customer reviews on platforms like Google, Yelp, and industry-specific directories. Positive reviews and engagement can influence AI-generated recommendations.

Provide detailed service descriptions and pricing information on directory listings when possible.

4. Other Relevant Areas

Voice search optimization
As AI-powered voice assistants become more prevalent, optimize for voice queries by using natural language and answering specific questions in your content.

Video content
Create informative videos about common home service issues and solutions. AI also references or recommends video content in search results.

Social media presence
Maintain active social media profiles with engaging content. While not directly related to search, a strong social presence can indirectly influence your overall online visibility.

8-Step AI Checklist

To recap, here are the specific steps home service companies should take to benefit from these changes:

1. Conduct a content audit

Review your existing content and identify gaps in addressing common customer questions or problems. Create new, comprehensive content to fill these gaps.

2. Implement schema markup

Work with your web developer to add appropriate schema markup to your website, focusing on local business, service, and FAQ schemas.

3. Develop a FAQ strategy

Create a comprehensive FAQ section on your website, covering a wide range of potential customer questions. Structure these in a way that’s easy for both users and AI to parse.

4. Optimize for local search

Ensure your Google Business Profile is complete and accurate. Encourage satisfied customers to leave reviews and respond promptly to all reviews, both positive and negative.

5. Create how-to content

Develop detailed guides, videos, or infographics explaining common home service procedures or maintenance tips. This type of content is often featured in AI-generated results.

6. Monitor AI-generated results

Regularly search for your business and services using various AI-powered search tools. Analyze how your business appears in these results and adjust your strategy accordingly.

7. Showcase your work

Feature recent projects on your website and social media accounts. For example, if the project is a step-by-step generator installation discuss the brand of generator, the benefits provided and, if possible, a review the customer has written on Google, Facebook, Yelp or other well-known source.

8. Collaborate with other local businesses

Build relationships with complementary local businesses for cross-promotion and link-building opportunities, which can enhance your local authority in AI-driven search results.

By implementing these strategies and adapting your SEO and marketing strategy, your business can thrive in the changing search landscape and improve its visibility in AI-powered search results.