With AI changing how people search, being easy to find online isn’t as simple as it used to be. These days, people can get quick answers through AI tools like ChatGPT and Google’s new overview features, sometimes without even clicking on a website.
But hope is not lost—by following a few steps, you can stay visible as things change.
While AI might pull some traffic from traditional search results, SEO isn’t going away. In fact, it’s more important than ever to help your business show up in the right searches and even in AI-powered responses.
Create High-Intent Content: Think about what potential clients search for and make content around it. Examples include “How to Budget for Commercial HVAC Maintenance,” “What to Expect in a Commercial Fire Safety Inspection,” or “Top Questions to Ask Your Commercial Electrical Contractor.” These kinds of topics help you rank for searches that show strong buyer intent.
Action: Brainstorming specific questions you get from clients or prospects and write down the top three. Then, use these as ideas for creating helpful blog posts or FAQs that could directly answer these questions online.
Make Sure You’re Showing Up in Local Searches: Update your Google My Business profile with the correct contact info, hours, and photos. Encourage customers to leave reviews, and list your business on directories like Yelp, Angie’s List, and Thumbtack. These steps help you get noticed when people search for local services.
Action: Check your Google My Business profile and think about any information that could be added or improved. Look at recent client interactions and consider sending a simple “How happy are you with us?” email to recent clients, with links leading satisfied clients to leave a review or encouraging unhappy clients to reach out directly.
Use Simple Tags and Labels (Structured Data): Adding tags or labels, called schema, tells search engines what your content is about. It’s like putting your business card right in front of them. Google has free guides on this, or try tools like Google’s Structured Data Markup Helper. Labeling content can make it easier to show up in AI summaries and detailed search results.
You have to mix it up to get noticed. Here’s how to expand your reach beyond just search engines:
Social media isn’t just for personal updates; it’s where people get to know your work. But where should you start?
Try LinkedIn and Facebook: These platforms let you share project updates and customer stories where business owners are likely to see them.
Check out Reddit: Industry-related subreddits (like r/commercialHVAC or r/construction) are full of questions from potential clients. You can create content that answers these questions or join discussions to show your expertise.
Action: Open a subreddit related to your industry and look at the kinds of questions people are asking. Use AI to help summarize the top responses, then brainstorm a blog post or social post that answers these questions based on your industry knowledge.
Online reviews are like a digital version of word-of-mouth referrals. Google My Business, Yelp, and industry sites are key places to get feedback from your clients.
Encourage Reviews from Every Satisfied Client: The more, the better. You can even send clients a direct link to make it easy.
Reply to Reviews: Respond to both positive and negative reviews professionally. This builds trust and can boost local visibility.
Action: Set up a “How happy are you with us?” email that directs satisfied clients to review sites and unhappy clients to an email form.
Position yourself as an expert by answering common questions in your field. Short videos or articles can attract new leads and build credibility.
Action: Pick one common client question and use AI to draft a quick response. Then, turn it into a short video or article and share it on your website and social media.
Reach clients by being active on multiple channels:
Email Updates: Send regular updates with project highlights, customer stories, or quick tips.
Local Blogs and Industry Events: Contribute to local blogs or publications, or join industry events. Sharing your expertise this way helps get your name out there. This approach keeps your business top of mind for clients wherever they look.
Your efforts to create detailed, useful content and engage on trusted sites don’t just improve SEO—they also boost your chances of showing up in AI-driven searches, like those from ChatGPT. AI tools pull info from many sources, so all the work you’re doing to keep a strong online presence can pay off here, too. The key is consistency and a focus on quality.
Sure, AI may be taking some of that traffic, but it can also be your new sidekick for creating content you may not have had time for. Think of it as an assistant that helps you with the heavy lifting:
Create Content for Social, Blogs, and Your Website: AI can help you brainstorm ideas, flesh out drafts, or rephrase technical language for a general audience. You might ask, “Give me 5 ideas for a LinkedIn post about HVAC maintenance tips for business owners,” or “Help me explain the benefits of fire safety inspections in simpler terms.”
Clean Up Your Language: If you’ve written something but aren’t sure it sounds quite right, use AI to polish it up. AI tools can suggest edits to make your writing clearer or more engaging.
The key with AI is remembering that what you put in is what you get out. It’s best to think of it as a partner in your process, not the driver. Here’s how to keep your content unique:
Start with Your Ideas: Don’t rely on AI to come up with everything from scratch. Feed it your insights and thoughts, then ask for suggestions to expand on them. For example, “I want to write a blog about why HVAC maintenance is crucial for commercial properties—what are some ways I can make this topic engaging?”
Make It Sound Like You: After getting AI’s output, tweak it to sound like something you’d say. Add personal touches, specific examples, or industry details only you know. This keeps your content original and authentic.
Using AI to handle routine tasks or spark ideas can free you up to focus on what you do best. And since AI tools like ChatGPT are designed to adapt to your questions, you can keep getting better results the more you use it.
The rise of AI is changing how clients find businesses like yours online. SEO still matters, but the best approach is a mix of strong search strategies and being active across social media, client reviews, and other places. By adapting to how search is evolving and meeting potential clients wherever they are, you’ll stay visible and build trust in new ways.
FIELD SERVICE MANAGEMENT SOFTWARE
BuildOps connects every part of your business. #1 all-in-one Field Service Management and Project Management Software for commercial service contractors. Streamline your dispatch, quoting/invoicing, service, projects, and reports.
