Search Engine Optimization (SEO) has long been critical for driving traffic and generating leads. As a business owner, you’re probably already familiar with how essential it is to rank well in search engine results.
But the way consumers search for information is changing rapidly. More people are turning to AI chatbots like ChatGPT to get answers instead of wading through pages of search engine results. For home improvement contractors, this shift represents a new challenge—and opportunity—for your website optimization strategy.
What’s Changing?
While traditional search engines are still important, AI chatbots are reshaping how consumers gather information. These tools offer quick, straightforward answers, and they're becoming a trusted resource for millions of users. In fact, over 1 billion people have likely used a chatbot, with 88% of surveyed users engaging with one in the past year.
Why are chatbots so appealing? They provide answers—concise, reliable, and immediate—without the need to sift through multiple links.
At EverConnect, we analyze search data across thousands of campaigns and have noticed a significant trend: when homeowners are in the research phase—whether they’re exploring costs for a bathroom remodel, comparing roofing options, or evaluating HVAC services—they want direct, no-nonsense information. Chatbots deliver exactly that, reducing the need for traditional browsing.
How to Prepare
As chatbot usage grows, home service businesses must adapt. Start by asking these critical questions:
How can your business appear in AI-generated answers?
How does this trend impact your current SEO strategy?
Is your website optimized to handle AI-driven queries effectively?
Should you grant AI tools access to your site, and if so, how?
Strategies to Make Your Website AI-Friendly
1. Welcome AI Bot Traffic
Not all bot traffic is harmful. AI bots like ChatGPT can visit your site to gather information on behalf of users, acting as a new type of audience. Allowing AI tools to access your site strategically ensures they deliver accurate, helpful information to potential customers.
Control this access through your site's technical setup to guide bots toward the most relevant content, such as service descriptions, pricing guides, and FAQs.
2. Create Easy-to-Consume Content
AI prioritizes content that is:
Simple to read and scan
Concise and clear
Structured for quick understanding
For home improvement contractors, this means breaking your content into digestible sections. For example, instead of a lengthy page on roofing options, create scannable subsections for materials, costs, and timelines. This benefits both human readers and AI systems.
3. Implement Structured Data
Using schema markup and structured data helps AI bots understand your content better. For example, if you’re a plumber offering emergency services, structured data ensures that chatbots can retrieve details like your location, service hours, and key offerings accurately.
4. Monitor and Refine Your Approach
Track AI-driven traffic to your site using analytics tools. Monitor which pages AI tools access most frequently and measure how this affects lead generation. Adjust your content strategy based on these insights.
5. Watch the OpenAI-Microsoft Relationship
Did you know that ChatGPT relies on Bing for its search results? Bing’s growing role in AI-driven responses could significantly impact your strategy. For home service businesses, staying informed about this connection is crucial. Optimize for Bing as well as Google to ensure your content appears in AI-generated responses.
The Next Frontier for Home Services Marketing
As chatbots continue to rise in popularity, being SEO-friendly isn’t enough. Home improvement and home service businesses need to focus on becoming AI-friendly, ensuring their websites provide the kind of clear, structured, and valuable content that both users and AI systems crave.
At EverConnect, we’re already helping contractors like you stay ahead. From AI-focused content strategies to reporting and monitoring, we’re here to help your business adapt to these changes. Ready to ensure your website stands out in this evolving landscape? Let’s connect.
