The Complete Guide to AI Search for Small Businesses

Plus: A Step-by-step (NO B.S.) checklist on how to make sure your business is AI search ready!

Introduction - Let's Simplify

If you've been paying attention to the buzz lately, you may have heard that SEO is dead and AEO, GEO, or some other new acronym has taken its place.

That is not a true statement.

Fundamentally, there are 5 major things to be aware of regarding AI and how it impacts a business listing in the search results, let's go over each of them.

First, There Is New Digital Real Estate Up for Grabs

The way I like to teach search engine optimization is just this simple, there are various placements in search your business can populate, I like to relate these placements to real estate.

Because it is in fact digital real estate. I refer to being in the Google Business Profiles as beachfront property for example because for a service business owner that is where most people decide who to call. So, appearing in the 3-pack is very valuable to a service business and this is why I call it beach front.

So in that vein of real estate comparison, Google did not replace the old (search engine) neighborhood. It simply built a new luxury condominium next door (AI). 😎

So at the top (or inside) many searches (this real estate is growing) you will see AI Overviews displaying answers to a query.

NO, SEO is not over. (Please read that again.)

Ignore all the acronym marketing bullies you see in your Facebook feed (just use the hide feature)- they are just there for the next scare so they can sell their services.

Just like SEO, AI is still using the same Google information ecosystem.

Second, Trust, Authority, Expertise, and Helpful Information Matter More Than Ever

Here's an important part to consider. (And it's the part many acronym-pushing marketers won't tell you.)

This is not a new trend!

Google has been moving in this direction for many years. Since 2020, Google's core updates have consistently rewarded businesses that demonstrate expertise, answer customer questions, provide useful information, and build trust with their audience.

Google has also placed increasing emphasis on a framework it calls E-E-A-T:

Experience, Expertise, Authoritativeness, and Trustworthiness: this has been around since 2022.

In simple terms before Google returns your business to a searcher they want to know:

• Have you actually done what the searcher needs?
• Do you know what you're talking about?
• Are you recognized as a credible source?
• Can searchers trust you?

At the same time, Google has continued to reduce the visibility of low-quality, unhelpful, and purely search-engine-focused content.

Third, the Results Now Generated Come from a Larger Source

In the past, ranking well for a service business in search often meant focusing heavily on your website and Google Business Profile.

Today, AI search systems gather information from a much larger ecosystem of sources.

They may pull information from your website, Google Business Profile, reviews, directory listings, social media profiles, videos, news articles, industry websites, forums, and other online resources. (But primarily they pull from your website and Google Profile.)

This means your online presence is no longer evaluated in just one place.

AI is looking for consistency, credibility, and supporting information across the web.

The more complete, accurate, and trustworthy your digital footprint is, the easier it becomes for AI systems to understand who you are, what you do, where you serve customers, and whether you are a reliable source of information to the searcher.

This is one reason why businesses can no longer rely on a single marketing tactic.

Visibility today is built through a diversified online presence where your website, Google Business Profile, reviews, content, social media, citations, and other digital assets all work together to reinforce your expertise and trustworthiness.

Fourth, the Zero Clicks Search

A zero-click search happens when someone searches on Google and gets the information they need without clicking on a website.

For example, if someone searches:

"How many ounces are in a gallon?"

Google displays the answer immediately. The searcher has no need to click through to a website.

Now let's look at a service business.

Example, someone searches:

"How much does it cost to install a ceiling fan?"

Google may display an AI Overview summarizing the typical price range, the factors that affect cost, and even mention that labor varies by location—all without the searcher visiting a website.

This doesn't mean websites no longer matter. It simply means Google is answering more questions directly on the search results page.

Your content now has two jobs:

• Help Google understand and trust your information.
• Give potential customers a reason to click when they're ready to choose a company or need more detailed information.
  
  Note: We will talk more in detail about zero click search in a future section.

Fifth,Your Website Content is Now SUPER CRITICAL

In the past, website content was primarily written for two audiences: search engines and human visitors.

Now there is a third audience to consider—AI.

As Google continues integrating AI into search and advertising, its systems need detailed information about your business in order to answer questions, make recommendations, and qualify leads.

If your website content is vague, incomplete, or poorly organized, Google's AI has less information to work with.

So do you need a website rewrite? Maybe so! We will talk about this in more detain in a future section.

AI Did Not Create the Shift

AI did not create this shift. It accelerated it and perhaps enhanced it.

The fundamentals of online visibility have remained remarkably consistent.

Businesses still need a strong website, accurate business information, reviews, helpful content, expertise, and trust signals.

The platforms are evolving, but the importance of trust, expertise, authority, and helpful information has been growing for years. This is nothing new.

Remember the Voice Search Craze?

Every few years, a major shift occurs online. And every few years, opportunity-seeking marketers use the shift to convince business owners that everything they know (or previously paid for) is suddenly obsolete.

Around 2017–2019, voice search became one of the hottest topics in digital marketing.

• Amazon Alexa exploded in popularity.
• Google Assistant was expanding rapidly.
• Apple Siri became more widely used.
• Smart speakers were appearing in homes everywhere.

At the time, marketers were making bold predictions such as: "More than 50% of all searches will be voice searches." (According to the 2026 voice search statistics approximately 31% of searches are done by voice.)

Some marketers claimed businesses needed an entirely new strategy to be visible through Alexa, Siri, and other voice assistants.

In reality voice search assistants such as Alexa use the exact same ecosystem as searches that are typed.

So businesses that were already visible online were often the same businesses appearing in voice search results.

Why?

Because voice search ONLY changed how people searched, it did not change where the returned info came from.

Opportunity seeking marketers wanted you to believe there was some different nuance so they could sell you on their services. They wanted you to believe you were missing out on leads and business.

(The ONLY reason why your business would miss out on voice searches would be because your business wasn't ranking in search in the first place. So it was not BECAUSE of voice search you are missing out - it's because you never made an investment in SEO to begin with.)

A typed search and a spoken search still require the same thing: relevant, trustworthy information that ranks above your competition.

AI Search Shift

AI search is creating another shift in Internet search, so of course, once again opportunity-seeking marketers will be claiming that YOUR sky is falling.

But if you look closely, the underlying principles are THE SAME.

Businesses that demonstrate expertise, build trust, answer customer questions, provide useful information, and maintain a strong online presence are still in the best position to be found top of searches.

Google has publicly stated that SEO best practices remain relevant because its AI-powered search experiences are built on the same core ranking and quality systems that power traditional search. (Basically, AI info comes from the same SEO best practices.)

When there is a disagreement between marketing hype and what Google says about its own systems, I tend to pay attention to Google - versus someone trying to sell me something.

Yes, search technology is evolving.

Yes, the search experience is evolving.

But at its core, Google's goal hasn't changed, which is to provide searchers with the most helpful, relevant, and trustworthy information possible.

What has changed is how Google gathers, evaluates, and presents that information. Today, it draws from a much broader diversity of sources and uses AI to better understand content and user intent.

In a nutshell, this is what is really happening.

The Call Pool

New acronyms tend to create more confusion than clarity.

SEO. VSO. AEO. GEO.

Every time the Internet evolves, a new term appears, and suddenly people are told they need an entirely new strategy, a new service, or a new marketing expert to help them manage it.

That's why I created the Call Pool concept.

The Call Pool is the group of businesses that a customer sees when searching for a product or service online.

That's it.

Whether the customer is searching on Google, asking ChatGPT, using Google Maps, browsing a directory, or using whatever technology comes next, the objective remains the same, you want your business to be one of the first businesses they see.

The Internet is constantly evolving because technology evolves and consumer behavior evolves.

Search engines change.

AI platforms emerge.

New ways of finding information appear.

But the underlying goal remains remarkably consistent. Your business needs to be visible when a potential customer is looking for what you sell.

The fundamentals that help businesses earn visibility have not disappeared. Trust, expertise, authority, helpful information, reviews, accurate business information, and a strong online presence continue to matter regardless of what acronym is popular at the moment.

The platforms may change.

The technology may change.

The terminology may change.

But the objective remains the same.

Rather than chasing every new acronym that appears, I prefer to focus on the bigger picture: helping businesses build a strong, credible online presence that can adapt as technology evolves.

Because visibility is not about mastering the latest acronym.

It's about increasing the likelihood that your business is included in the Call Pool when a customer is looking for what you sell.

(Okay so in no B.S. straight forward talk- NO SEO is not dead. It is alive and well, it's just changing somewhat. There's a new piece of real estate available for businesses on the Internet - it's called AI Overviews. AI primarily uses website info first and secondly Google Profiles to decide what businesses get listed there. )

So before you get yourself all worked up about AEO ask yourself - was your business visible in the search in the first place?



The Real Pivot in Search: Selling Versus Teaching

If there is one major shift that business owners need to understand in the age of AI search, it is that they need to stop focusing so much on selling and start teaching.

For years, many businesses approached their websites with a simple goal, to get leads and sell.

The website was orignally designed to tell visitors how great the company was, why they should choose them, and how to contact them.

While those things are still important, they are no longer enough.

Today's customers do more research before making a purchase. They ask more questions. They compare more options. They compare prices. They expect information before they make a decision.

AI is not only accommodating this behavior, it is accelerating it.

When someone asks ChatGPT, Gemini, or Google AI a question, they are not looking for an advertisement.

They are looking for ANSWERS.

This means businesses need to think differently about their online presence. Instead of focusing only on selling, businesses must also focus on teaching. That doesn't mean giving away your expertise for free.

It means helping potential customers understand:

• What the problem is
• Why the problem occurs
• What solutions are available
• What options they have
• What factors affect cost
• What they should expect during the process
• How to make a smart decision

Consider the difference between these two approaches -

Selling: "Is your hot water heater making noises? Call us today for fast, reliable service."

Teaching: "If your water heater is making popping or rumbling noises, sediment may have built up inside the tank. Over time, this can reduce efficiency, increase energy costs, and shorten the life of your water heater. Call us we can help."

One approach promotes the business. The other demonstrates expertise.

The businesses that consistently answer questions, educate customers, and provide useful information are more likely to earn trust.

They are also more likely to be referenced by search engines and AI platforms because they are providing the exact type of information people are searching for.

The goal is not to stop selling.

The goal is to earn the right to sell by first being helpful.

Companies that openly share knowledge, answer questions, explain processes, and educate their audience are often the same companies that are building trust, demonstrating expertise, and increasing their visibility online.

The real pivot is not from SEO to AEO.

The real pivot is from selling to teaching.

The 4 Major AI Platforms

When most people think about AI, they think about ChatGPT. However, there are several major AI platforms consumers use today.

• ChatGPT – 850–900 million weekly active users. Created by OpenAI and currently the most widely used AI assistant.
  
  
• Gemini – 750 million monthly active users. Google's AI platform that is increasingly integrated into Google Search and other Google products.
  
  
• Copilot – 420 million monthly users. Microsoft's AI assistant built into Windows, Microsoft 365, and Bing.
  .
• Claude – An estimated 300–600 million monthly visits to its web interface, with roughly 2 million daily active users. Created by Anthropic and known for its conversational and analytical capabilities.

While each platform works a little differently and may pull information from different sources, they all share one important characteristic: people are using them to ask questions, research services, and make decisions.

As a business owner, you don't need to master every AI platform. What matters is understanding that customers are no longer looking for information in just one place.

The Explosion of AI Assistant Growth

ChatGPT has grown to roughly 900 million weekly active users as of May 2026.

As for queries (prompts), the latest publicly reported number from OpenAI is actually much higher than 800 million per day.

OpenAI stated that ChatGPT receives approximately 2.5 billion prompts per day worldwide, with around 330 million coming from U.S. users.

To put that into perspective:

ChatGPT: 2.5 billion prompts per day
Google Search: Estimated 14 billion searches per day

This staggering volume means that millions of people are now asking AI directly instead of performing a traditional search.

This is one of the reasons Google is pushing AI Overviews and integrating AI more heavily into Google Ads.

AI has gone from a niche tool to a platform handling billions of information requests every day.

ChatGPT Advertising

On May 5, OpenAI opened ChatGPT advertising to any U.S. business. No minimum spend. No waiting list. No special invitation.

If you've ever run a Facebook ad or Google ad, the concept is similar. Businesses can now create and manage ads directly inside ChatGPT.

And as of this week, OpenAI is rolling out conversion optimization.

In plain English, that means ChatGPT can begin learning which users are most likely to take action and show ads to more people who look similar.

Why Should Business Owners Care?

Because people are starting to use ChatGPT the way they once used Google.

They're asking questions like:

• "Why is my toilet running?"
• "My hot water heater is leaking. Who is the best plumbing company to call?"
• "How much does HVAC replacement cost?"
• "I had a car accident. Should I get an attorney?"

Instead of searching through pages of links, they're asking AI directly. And now businesses have the opportunity to appear inside those conversations.

The ads appear at the bottom of ChatGPT responses and are clearly marked as sponsored. They do not change the AI's answer, but they do put your business in front of people who are actively researching the products and services you offer.

This is important because it represents another shift in where customer attention is going.

For years, most businesses focused on Google Ads. Then Facebook Ads became a major channel. Now AI advertising is entering the mix.

Should You Rush Out and Start Moving Some of Your Advertising Budget to ChatGPT?

No, not so fast. (In my humble opinion.)

For most local service businesses, Google and Meta are still going to generate significantly more opportunities. The audience is larger, the targeting is more stable, and the advertising tools are more advanced.

But that doesn't mean you should ignore what's happening.

ChatGPT now serves hundreds of millions of users every week. The advertising platform has gone from a limited pilot program to a self-service platform available to businesses of all sizes in just a few short months.

That alone should get your attention.

My advice is to pay attention, watch closely, and keep an eye on future updates here because I will be testing it.

And if you have room in your marketing budget, consider experimenting with it before your competitors do. Just don't expect to get a ton of leads from it just yet.

Businesses that jump on the train early can often gain an advantage long before everyone else catches up.

(Note: AI platform active user count is as of June, 2026.)

AI Results - Let's Conduct a Search and See What This Looks Like

Keep in mind this is something that is constantly changing and perhaps not every single search is going to be heavily impacted by AI. But every single day (literally) I see more and more changes.

Let's talk about what and AI Overview looks like, so in this particular search I went to the search box and typed in "what is the best spring water in Alabama".

See the image below. Notice how it gives me the the AI overview and then to the right you can see the Knowledge Box which is more information you can click through to read.

(Side note this is a client of mine and not only do they have the best water in Alabama, they have won awards in WORLD competitions! Click here to check out Blue Spring Living Water.)

This search could look really different depending on what you are searching for, but you get the idea.



You can take this search as deep as you want to. Suppose you still have more questions, well you can type them in the box. Here I asked what more can you tell me about Blue Spring? Now when you hit enter TONS of info populates.

So this is how it looks and of course once again the real estate can look different depending on what you are searching for and what browser you are using.

Where Does AI Get Information?

AI uses a broad spectrum of information sources to gather the data it provides. Depending on the type of search, the resources it uses most can vary.

For this example, let's assume we're talking about a service-based business, such as a plumber, electrician, or similar local service provider.

AI's Most Common Information Sources for Service-Based Businesses

Websites – AI can review your meta titles and descriptions, crawl your service pages and blog posts, and use information from your FAQs. It can also interpret schema markup, page titles, image alt text, and other website content.

Google Business Profiles – This is often the number one source. AI can access information from your Google Business Profile, including your categories, photos, business description (this is a BIG one), reviews, and even your replies to reviews.

In fact, I have learned how to sneak in additional marketing value by thoughtfully using keywords when responding to reviews. AI can also use information from your Google Posts, which is a feature that many businesses still overlook.

Directory Listings & Discussion Forums – AI often references directory listings such as Yelp, Houzz, and Yellow Pages. It may also pull information from discussion forums and community sites like Reddit and Quora.

Social Media Posts – I have been seeing more and more social media content appear in AI results. If AI finds a useful or relevant post on Instagram, Facebook, or another platform, it may include that information in its response. (Yet another reason to start creating better social media content!)

In many cases, it can even analyze information contained within photos and videos.

Videos – AI loves video content, and one of the most ironic things about this entire situation is that it often prefers HUMAN-generated content. Creating a YouTube channel for your business is a fantastic idea.

The videos do not need to be highly produced. Simple, helpful videos that answer customer questions can be extremely valuable.

In fact, one of the initiatives we have planned for many of our clients over the next year is helping them develop YouTube channels because I believe the effort will be well worth it.

Google Is No Longer a Search Engine — It's Becoming a Decision Engine

For years, Google functioned mainly as a search engine. You typed in a question, it gave you a list of websites, and you decided where to click.

But now there is another way Google is in fact evolving — it is becoming a decision engine. Instead of simply showing options, Google and AI systems are increasingly trying to help make the decision for the searcher.

Through AI Overviews, Google Business Profiles, reviews, maps, "best of" recommendations, knowledge panels, and AI-generated answers, Google is now summarizing information, comparing businesses, highlighting trusted providers, and guiding users toward specific actions without requiring them to visit multiple websites.

In many cases, the searcher is making a decision directly from the search results themselves without clicking on any websites (Zero click search).

This means businesses are no longer competing just for rankings — they are competing for visibility, trust, authority, and recommendation placement inside an AI-driven ecosystem (or the Call Pool, as I call it), which is designed to shorten the customer's decision-making process.

So when a searcher creates a query such as "Help me find an affordable but trustworthy plumber," AI attempts to answer questions like:

• Who is the best choice for this searcher?
• Who talks about this topic the most?
• Who appears most trustworthy?
• Who appears most relevant?
• Who best answers this question?
• Who appears to be the most affordable option?

The Way People Search Is Changing — and Continues to Change

When voice search started becoming popular, search queries became longer and more conversational. I remember looking back at client data and seeing this happen in real time. It was very interesting.

A search used to be this simple:

"Plumber Birmingham"

Now people are increasingly searching like this:

• "Who is the best emergency plumber near me?"
• "What plumbing company will respond quickly?"
• "What plumbing company has the best reviews?"
• "What plumber can replace a hot water heater today?"
• "What plumbing company should I avoid?"
• "What plumbing company is affordable but trustworthy?"
• "What plumbing company works on weekends?"

But it's not just voice search that is making searches more conversational — it's also about specificity.

As people become more comfortable and savvy using the Internet, they want better results. They don't just want just any plumber. They want a plumber who is close to them, affordable, trustworthy, and available when they need help.

Think of it like this: A woman doesn't just go shopping for "a dress." She is usually looking for a specific type of dress. Maybe she wants a black dress for a party she is about to attend. Maybe she is shopping for a wedding. Or maybe she simply wants something for a night out with friends.

The more specific the search, the more relevant the result. And that is exactly what people want, they don't want a ton of results for their query, they just want a couple of really good ones.

Businesses with richer, more complete information online are in a better position to satisfy those specific searches. Those businesses will often gain an advantage and become more visible within the Call Pool.

Here's something important to consider: The real threat isn't AI. The real threat for a business is invisibility.

Google Just Made One of the Biggest Changes to the Platform in 25 Years

On May 19, 2026, Google announced that its iconic search experience would expand to include more artificial intelligence capabilities powered by the company's newly released AI model, Gemini 3.5 Flash.

Instead of simply showing a list of blue website links, Google can now use AI to summarize information, compare businesses, answer questions directly within search results, and even help users make decisions without ever visiting a website.

Features such as AI Overviews, "Have AI Get Prices," knowledge panels, and enhanced Google Business Profiles are changing how searchers interact with information online.

Instead of performing a traditional search, users can now upload pictures, documents, and videos.

For example, a homeowner could upload a photo of a home repair issue and ask Google (Gemini) to suggest a solution or recommend a company that can help. Imagine someone uploading a picture of a broken water pipe and asking Google which local company can repair it.

In many cases, the search journey now begins — and ends — directly inside Google itself. (This is another example of a Zero-Click Search.)

This represents one of the biggest shifts in the history of search and is forcing businesses to think beyond rankings alone.

Visibility, trust, authority, and becoming part of the information AI chooses to present are increasingly becoming the factors that matter most.

Zero-Click Searches: This Is What Is Happening Right Now

For some searches, you can conduct a query and get the information you need inside the search results page without ever visiting an actual website.

You can conduct searches like:

• weather
• business hours
• directions
• "best plumber near me"
• "how much does a water heater cost"
• "what time does this business close"
• "who has the best reviews for _____"

...and Google provides the answer immediately without requiring you to click through to a website to find it.

This is called a Zero-Click Search.

And the numbers behind this trend are enormous. More than half of searches now end without a website click, and that percentage continues to climb as AI becomes more integrated into search.

This is a massive transformation.

For years, the Internet operated on a fairly simple model:

• People conducted a search.
• They clicked on websites.
• They decided who to contact.

But now Google and AI systems increasingly attempt to answer questions directly within the search experience itself.

So Where Is This Zero-Click Information Coming From?

The information is being pulled from:

• AI Overviews
• Google Business Profiles
• Reviews
• Map listings
• Knowledge panels
• FAQ sections
• YouTube videos
• Articles
• Social media platforms
• Business websites
• Third-party directories

Today's visibility is no longer just about "ranking a website."

It is about making your business part of the information ecosystem that search engines and AI systems trust enough to display.

This is also why businesses that completely ignore their digital presence are becoming increasingly vulnerable.

(But this is also where the opportunity is! Adapt and do it quickly. You can gain significant traction by getting ahead of your competitors.)

Google is becoming less of a search engine and more of a decision engine. It is trying to help searchers make faster decisions without forcing them to dig through multiple websites.

This DOES NOT mean websites are dead. Quite the contrary, especially for a service-based business.

The searcher still needs:

• Phone numbers
• Estimates
• Specific photos, when relevant
• Service details
• Trust validation
• Pricing information
• Financing information
• Before-and-after examples
• Appointment scheduling
• Deeper research
• A way to make contact

The searcher who is ready to take action will move beyond the search results, visit the website, and pick up the phone to call.

But the businesses getting chosen to move into that next stage are often the businesses already visible within the search ecosystem itself (the Call Pool).

That is why visibility matters more than ever before.

Let's Talk About the Scammers & Doomsday Sellers

With every major Internet evolution, the sharks smell blood and start to circle. They are always waiting in the wings for the opportunities (FEAR) that change brings.

Scammers KNOW that business owners do not like change, especially when it comes to Internet marketing.

Scammy marketing companies use fear-based selling. It has been around since the very beginning.

They try to scare business owners into purchasing their products and services. I feel certain you have received these calls.

Here are just a few examples:

• We can get your business on the first page of Google.
• Your Google Business Profile is not showing, and it is costing you leads.
• Let us list your business with directories so you don't lose out on voice search.
• Your website has critical errors that are preventing it from appearing in search results.

I could go on and on. These acronym bullies are ruthless, and they thrive on fear and a business owner's lack of education.

(By the way, this is one of the reasons The Clueless Business Owner exists. Education minimizes risk! I want to educate you so you never fall prey to scammers.)

Now with AI, the pitches are changing:

• Your business could disappear from search.
• Your website is outdated and invisible to ChatGPT. (But buy our magic service that puts you at the top of AI results!)
• AI is replacing businesses that are not automated.
• SEO is over. AEO is here.
• Scammy marketing agencies claiming they have a proprietary algorithm or secret AI system. (They don't!)
• Fabricated testimonials and backstories. Some shady agencies build fake websites, AI-generated case studies, or even deepfake video testimonials to create a false illusion of expertise.
• Active listening deception. Some firms falsely market AI technology as actively listening to consumers' private conversations to generate highly targeted ads.
  
  

The Marketing "AEO" Scams (Answer Engine Optimization)

Scammy marketing companies love using terms like "AEO" or "GEO" (Generative Engine Optimization) to repackage traditional SEO strategies under new buzzwords—often charging higher fees for tactics that have existed for years.

The Warning Signs

1. The "Secret AI Code" Scam

Some companies charge thousands of dollars claiming they can "special format" your website for AI visibility using mysterious schema tactics.

The reality is that AI systems use natural, human-readable content—not some hidden code formula designed to manipulate AI responses.

Once again there is no secrets to being visible in an AI search. Everything I have pointed out here is exactly what a marketing company would do. They just want you to believe they are doing something "special".

2. The "Listing Your Business with ChatGPT" Scam

Some marketers now promise they can make your business the "#1 answer" inside AI tools such as ChatGPT, Perplexity, or Google AI Overviews.

There is no "business listing service" for ChatGPT.

AI models gather information from public websites, search engines, business profiles, directories, and other publicly available sources.

The reality is that AI systems pull and synthesize information from enormous amounts of constantly changing data. Because these systems evolve continuously, no one can honestly guarantee permanent placement, top citations, or consistent AI recommendations.

3. The "You Need Schema on Every Page" Scam

Large Language Models (LLMs) do not rely on schema markup in the same way traditional search engines use it for rich results and SERP features.

Schema still has legitimate value for SEO and helping search engines organize information. However, be cautious of anyone repackaging basic schema implementation as some revolutionary AEO breakthrough or AI-ranking secret.

There is no magic markup that suddenly makes AI systems favor your business.

4. The LLMs.txt Requirement Scam

Some marketers are now claiming every website urgently needs an llms.txt file to rank in AI systems. At this point, there is little evidence showing a meaningful impact on AI visibility or citations.

If you want to add one, that's fine. It is simple and inexpensive. But don't let someone package it as a high-priced AEO strategy or pretend it is a secret key to AI rankings.

5. The "AI Lead Generation" Promise

Some fly-by-night agencies claim they can deploy advanced chatbots or automated calling systems that will flood your business with hundreds of qualified appointments every month.

In reality, many of these systems rely on aggressive mass messaging, robocalling, or low-quality automated outreach that can trigger spam complaints, violate telemarketing regulations, and damage your company's reputation.

In some cases, the technology barely works at all, leaving the business owner paying for inflated promises instead of real marketing strategy and genuine customer demand.

6. The Proprietary AI Content Scam

Some marketing agencies claim they have revolutionary AI systems that can completely transform your blogs, social media posts, newsletters, and email campaigns. They also say you will be in the TOP POSITION of AI search!

In many cases, they are simply entering prompts into ChatGPT or similar tools, lightly editing the output, and charging premium agency prices for largely automated content.

The bigger issue is that AI-generated content without human strategy, expertise, and brand voice can become generic, inaccurate, repetitive, or dangerously similar to competing websites.

Weak AI content may fail to build trust, fail to convert customers, and in some cases hurt long-term visibility if it lacks originality and genuine value.

AI is a powerful tool when guided by real marketing strategy and human insight. It is not a substitute for expertise, positioning, and understanding your audience.

The Bad News for Scammers

AI itself is becoming better at identifying real expertise, real trust, real authority, and real value. Those things cannot be faked.

For years, scammy marketers survived by gaming algorithms, exploiting loopholes, and selling shortcuts.

But AI systems are designed to evaluate the bigger picture: reputation, consistency, customer experience, reviews, brand mentions, content quality, engagement, and overall credibility.

In other words, the businesses that win long term will not be the ones chasing "secret" AI loopholes.

Business HAVE to educate searchers, build trust, create useful content, provide excellent service, earn great reviews, and establish a strong online presence across multiple platforms.

(By the way, when it comes to running your business OFFLINE, don't you do all these things anyway? Just bring this same mindset to your business ONLINE.)

So long story short, scammers are going to have a bit of a harder time in the future - but you know it won't stop them from trying.

Google Duplex

Google Duplex is an AI-powered calling technology originally developed to allow Google Assistant to handle real-world phone tasks on behalf of users.

Instead of a person making the call, Duplex can speak naturally with businesses to book appointments, confirm hours, check availability, or complete simple service requests.

What made Duplex so groundbreaking was how human it sounded.

The system was designed to carry on realistic conversations, respond to interruptions, understand context, and speak with natural pacing and tone—often making it difficult to tell whether the caller was AI or an actual person. (It is honestly a little scary how real it sounds.)

Over time, Duplex evolved beyond simple appointment booking.

Features powered by the technology began helping users:

• Make reservations
• Schedule appointments
• Wait on hold during customer service calls
• Screen spam calls
• Confirm business information
• Complete online booking tasks automatically

The technology works behind the scenes through Google Assistant.

For example, a user might say:

"Book a table for four tonight."

Or they might ask it to schedule a hair appointment.

Listen to the audio file below and take note of how much it sounds like a real person.

Google Duplex is an AI-powered calling technology originally developed to allow Google Assistant to handle real-world phone tasks on behalf of users.

Instead of a person making the call, Duplex can speak naturally with businesses to book appointments, confirm hours, check availability, or complete simple service requests.

What made Duplex so groundbreaking was how human it sounded.

The system was designed to carry on realistic conversations, respond to interruptions, understand context, and speak with natural pacing and tone—often making it difficult to tell whether the caller was AI or an actual person. (It is honestly a little scary how real it sounds.)

Over time, Duplex evolved beyond simple appointment booking.

Features powered by the technology began helping users:

• Make reservations
• Schedule appointments
• Wait on hold during customer service calls
• Screen spam calls
• Confirm business information
• Complete online booking tasks automatically

The technology works behind the scenes through Google Assistant.

For example, a user might say:

"Book a table for four tonight."

Or they might ask it to schedule a hair appointment.

Listen to the audio file below and take note of how much it sounds like a real person.

Additionally, lower down in Google Business Profiles, this is also what you could see:



The "Get Competitive Quotes" feature inside Google Local Services Ads (LSAs) is directly tied to Google's paid lead ecosystem.

Businesses participating in LSAs already pay Google for leads, calls, and messages, so Google already has a monetization framework in place.

However, the newer "Have AI Get Prices" feature appearing in Google Business Profiles and Search is different.

Right now, there does not appear to be a direct charging mechanism tied to those AI quote requests.

Here's why:

• Google Business Profiles are currently free listings.
• Businesses are not "opting into" a paid AI quote program yet.
• AI is acting more like a concierge or assistant layer on top of search.
• Google is trying to improve the user experience first by helping people make faster decisions, reducing clicks, and making comparisons easier.

That said...

Google almost never builds convenience features at scale without eventually exploring ways to monetize them.

The real question is not: "Can Google charge businesses in the profile section?"

The real question is: "How will Google eventually monetize AI-assisted decision-making in the profile section?"

We will just have to wait and see how this plays out.

My Take on This

Trying to provide pricing for a home service is not that simple, and I do not believe this approach will work particularly well.

It is different if you are talking about a manicure or a haircut because those services often have set pricing. But when it comes to something like a plumbing repair, there can be countless variables involved.

I believe trying to provide a potential customer with a price for a home repair through a simple interaction is a mistake.

I also think that having an AI assistant call up business for pricing won't go well either. It's hard to price something you can't see.

Home repairs are already stressful enough for consumers, and oversimplifying the process may create unrealistic expectations that businesses will later have to address.

So not only could a business be billed for what turns out to be a poor-quality lead, but they may also be left cleaning up confusion created during the quoting process.

The other challenge is that these conversations are rarely straightforward. I have listened to hundreds of calls on the CallRail system and I don't see how this could work. It's just too complicated. There are way too many variables.

I strongly feel this process could frustrate both the business and the consumer.

The business owner may ultimately be left cleaning up misunderstandings created by an automated process.

AI cannot reason through every unique situation the way an experienced professional can. It also does not have real-world experience and doesn't understand the complexity of human emotion.

I do not know exactly how this will evolve in the future, but I have a hard time seeing it work well for complex home service businesses anytime soon.

I can also envision some businesses eventually pulling back from Local Service Ads if the quality of leads declines as a result of this process.

The good news is that if enough businesses pull back, Google will likely be forced to make adjustments.

Google may love developing new technology, but it loves revenue too.

Google Ads Are Going Through a MAJOR Transformation – Here's the Details in Plain English

If you have a service-based business, there's a good chance you use Google Ads for leads—and for good reason! Google Ads is one of the best ways to be visible in a dominant position within the Call Pool.

Google made a ton of announcements during its annual Google Marketing Live event on May 20, 2026. Needless to say, there are changes on the horizon!

For AI Ads - Keywords Are Becoming Questions

Historically, we have relied on keywords to trigger ads. However, Google has created AI-driven formats that can be triggered based on a question, conversation, or intent rather than a specific keyword phrase.

AI-driven ads are increasingly being triggered by problems and scenarios instead of keywords.

For example, in the past your ad may have been triggered by a phrase such as:

"Emergency plumber near me"

With AI-driven advertising, the trigger may be something more conversational, such as:

"Why is my toilet constantly running?"

If an AI-driven ad is shown, Google relies heavily on website content to determine which advertiser appears to have the best solution for the searcher's problem.

AI Ads – Performance Max (PMax) & AI Max

PMax

AI-powered advertising has actually been around for a while. In fact, Performance Max first launched in 2021.

Performance Max campaigns are quite different from traditional Search campaigns. With traditional Search campaigns, your ads primarily appear in Google Search results.

However, PMax ads can appear across many Google properties.

When you create a Performance Max campaign, you're essentially telling Google:

"I don't care where you find customers. Search, YouTube, Gmail, Maps, Display, Discover—just go find them."

Google then uses AI to decide:

• Where ads appear
• Who sees them
• Which creative to show
• When to bid

PMax is essentially an AI-powered all-in-one campaign.

One of the biggest complaints I hear about these ads is the lack of control. With traditional Search campaigns, you can choose your keywords, use negative keywords to combat unqualified clicks, and maintain much tighter control over how your ads are triggered.

Negative keywords tell Google not to show your ad when certain words or phrases are searched. This is extremely helpful in preventing junk clicks because, let's face it, you're paying every time someone clicks your ad.

Personally, I have not had great results with PMax campaigns. They tend to generate a higher volume of spam calls and lower-quality leads.

If you have a service-based business that serves a specific geographic area, one of the better uses for PMax is retargeting.

This allows you to target people who have already visited your website rather than showing ads to random users across YouTube and other platforms and it can't be quite inexpensive.

Example of Where Your Ads May Appear

A plumber in Atlanta, GA runs a Performance Max campaign.

Google may show:

• A Search ad to someone searching "plumber near me"
• A YouTube ad to a homeowner watching DIY videos
• A Display ad on a local news website

Again, you have significantly less control over where your ads appear.

AI Max

AI Max is Google's newest enhancement to Search campaigns. Instead of replacing Search campaigns, it makes them more intelligent.

AI Max can:

• Expand keywords automatically
• Understand conversational searches
• Match searches you never specifically targeted
• Rewrite ad headlines dynamically
• Adapt ad messaging and landing page selection

Example:

Traditional Search Campaign

A searcher types:

"Plumber Atlanta"

Google shows ads only for very close keyword matches.

AI Max Search Campaign

Someone searches:

• "Who can fix a leaking water heater today?"
• "Need an emergency plumber near Fulton County"
• "My pipe burst in the basement. What company should I call?"

Google's AI understands intent and may still show your ad even though those exact keywords do not exist in your account.

The Biggest Difference

Performance Max

• Expands WHERE your ads appear.
• Search + YouTube + Gmail + Display + Maps
• Channel Expansion

AI Max

• Expands WHICH searches can trigger your ads.
• Primarily focused on Search.
• Query Expansion

To use a simple analogy, think of Google Ads like fishing.

Traditional Search Campaign

You cast one fishing line.

You choose exactly where it goes.

AI Max

Google casts several fishing lines around your spot.

It's still mostly fishing in the same lake (Search).

Performance Max

Google fishes in every lake, pond, river, and stream it can find.

Search, YouTube, Gmail, Display, Maps, Shopping, and more.

So should you test these types of ads? Yes!

Marketing is all about testing. You limit opportunities when you refuse to try new things.That being said, I will make it a point to share my experiences with these new AI advertising formats as I test them.

Your Website Plays a Major Role in AI Campaigns

Years ago, for a standard Search campaign:

• The ad pointed to a specific landing page.
• Google primarily evaluated that landing page (along with keywords, ad relevance, and user experience) for things like Quality Score.
• The rest of the website mattered much less in how the ad matched to searches.

Today, especially with AI Max for Search, Performance Max, automatically created assets, landing page expansion, and other AI-driven features, Google can use content from across your website to:

• Generate headlines and descriptions.
• Match your ads to additional search queries.
• Choose different landing pages than the one you originally selected (if those features are enabled).
• Better understand what your business offers.

Google Ads can now understand and use information from your entire website, not just the landing page you originally assigned to your ad.

Traditional Search Campaigns Are Still Relevant

Yes, you will still be able to use traditional keyword-triggered Search campaigns.

It would be foolish for Google to force everyone into AI-driven advertising, especially when many businesses still depend heavily on traditional Search campaigns.

Will traditional keyword-based campaigns eventually become less important?

Possibly.

But I think that day is still far into the future.

Too many businesses rely on traditional Search campaigns, and many are reluctant to move completely into AI-driven advertising. Honestly, I don't think the technology is advanced enough yet to be relied upon exclusively. (There, I said it.)

Bottom line: Google likes money too much to eliminate a product that continues to generate massive revenue.

New Bells & Whistles – Business Agent for Leads

One of the most interesting updates for service-based businesses is Google's new Business Agent for Leads feature.

Think of it as a virtual receptionist powered by AI.

When a potential customer finds your business through Google, the AI agent can step in and begin a conversation.

Instead of simply filling out a contact form, the customer can answer questions about their needs, budget, timeline, location, and project details.

The AI gathers this information, qualifies the lead, and passes the details along to the business.

This helps business owners spend less time chasing unqualified inquiries and more time talking to people who are ready to move forward.

For example, if someone needs a plumber, the AI may ask questions about the type of plumbing issue, when service is needed, and where the customer is located before sending the information to the plumbing company.

The goal is to make it easier for customers to connect with businesses while helping businesses respond faster and manage leads more efficiently.

NOTE: As of now, this feature is primarily tied to Google's newer AI-driven advertising experiences. If you are running traditional keyword-based Search campaigns, you likely will not see the Business Agent for Leads feature in your account.

Additional Note: While AI Max for Search is now available for voluntary use, Google has announced that certain legacy Search automation features will begin transitioning to AI Max starting in September 2026.

Google's Goal Has Not Changed

Google Ads still have one primary goal: generating leads. That has not changed.

What is changing is the path Google takes to create those leads.

Old Google

Search → Ad → Website → Lead → Contact

• Someone searches "water heater repair Atlanta, GA"
• They see a Google ad
• They click
• They visit the plumber's website
• They call

New AI Google

Search → Answer → Recommendation → Lead → Contact

• The website hasn't disappeared.
• The ads haven't disappeared.
• The leads haven't disappeared.

Google is simply inserting itself into the middle of the process by attempting to answer questions before sending visitors elsewhere.

• The customer still needs a plumber.
• The customer still needs a window company.
• The customer still needs a chiropractor.
• The demand hasn't changed.
• Google is simply changing how customers find businesses and decide which company to contact.
• Business owners do not need to panic.
• But they do need to adapt.
• Businesses are still competing for visibility.

The difference is that Google is creating more opportunities for customers to discover, evaluate, and interact with businesses before making contact.

The businesses that understand this shift early will be in a much stronger position as AI continues to reshape the search experience.

Google Ads: Old VS New Comparison

Final Thoughts on Google Ads

Google Ads are not going away. Customers are not going away. The need for businesses to generate leads is not going away. What is changing is how Google connects customers with businesses.

Google is becoming more conversational, more predictive, and more involved in the customer journey through AI.

Instead of simply showing a list of websites, Google is increasingly helping users find answers, compare options, and discover businesses directly within its search experience.

This is not a reason to panic. But it is a reason to pay attention.

The businesses that will continue to succeed are the same businesses that have always succeeded: those that stay visible, build trust, provide a great customer experience, and adapt when the marketplace changes.

The fundamentals still matter:

• A strong website
• Effective Google Ads
• A well-optimized Google Business Profile
• Positive reviews
• Helpful content
• Fast response times

AI is changing the road customers travel, but it is not changing the destination. Customers still need products and services, and businesses still need to be found when those customers are ready to buy.

The goal remains the same: be visible where your customers are looking. The difference is that Google is creating more places where that visibility can happen.

What AI Can't Do (At Least Not Yet)

With all the excitement surrounding AI, it's easy to start believing it can do everything.

It can't.

AI is an incredibly powerful tool, but it still has limitations.

AI Cannot Replace Real Experience

AI can summarize information, explain concepts, and generate ideas. What it cannot do is replace years of hands-on experience serving customers.

A plumber who has repaired thousands of water heaters knows things that AI simply doesn't.

A business owner who has worked with customers for twenty years understands situations that no software can fully replicate.

Your real-world experience is still one of your greatest business assets.

An example is I often get Chatgbt's help with Facebook ads. It is great at creating actual ads and text for ads. It is also great at creating audience ideas. But what it is NOT great at is strategy. It only understands how Facebook ads work in theory.

Creating a profitable and successful Facebook ad campaign comes from years of experience and experimentation. What works in theory hardly ever works in reality. This is why you can't use Chatgbt for Facebook ad strategy - or at least you can't as of now.

AI Cannot Build Trust For You

AI can help you write content, but it cannot earn trust.

Trust comes from:

• Reviews
• Testimonials
• Great customer service
• Consistent communication
• Delivering on your promises

AI can help you communicate your value, but your business still has to create that value.

AI Cannot Guarantee Accuracy

AI can make mistakes, it can get facts wrong and provide incorrect information. (I have experienced this many times.)

Great example is one time I looked up my husband's business online by name and in the AI Overview section it had the wrong links attached to his business name and said his business was often accused of doing shotty work. I was mortified by this but simply explained those were not his links and it was fixed immediately.

AI also often misunderstands context.

This is why important information should always be reviewed and verified before publishing or acting on it.

AI Cannot Replace Human Relationships

Customers still want to work with people they trust.

AI can answer questions and help people find information, but it cannot replace genuine relationships, empathy, and human connection.

Business is still built on relationships.

AI Cannot Fix a Bad Business

AI can help improve efficiency.

It cannot fix:

• Poor customer service
• Bad reviews
• Slow response times
• Weak operations
• Lack of expertise

If the foundation of the business is weak, AI will simply help you scale the problems faster.

AI Cannot Can't Create Something from Nothing

One of the biggest misconceptions is that AI can magically make a business visible online.

AI needs information.

If your website is thin, your Google Business Profile is incomplete, your reviews are scarce, and your content is outdated, AI has very little to work with.

AI doesn't create your reputation.

It reflects the information it can find about your business.

The Bottom Line

AI is a powerful assistant.

It can help you brainstorm ideas, answer questions, create content, analyze information, and improve efficiency.

But it is not a replacement for expertise, trust, relationships, or a well-run business.

AI does not have years of hands-on experience serving customers. It does not understand the countless lessons learned through successes, failures, challenges, and real-world decision-making.

It can explain business strategy, but it cannot replace the wisdom that comes from actually running a business.

The businesses that will benefit most from AI are not the ones that rely on it to do everything. They are the ones that combine AI's efficiency with human experience, judgment, and expertise.

Use AI as a tool. Use your experience as the guide.

And remember, your greatest competitive advantage has never been technology alone.

It is your ability to serve people, solve problems, build trust, and deliver real value - better than your competitors.

Here's the AI Irony -The Human Touch for the Win

It's the look and feel of human people want and and even in all it's flaws. In the future this will be even more true in an AI saturated world whereas you don't know what is real anymore.

For example, there is tons of research to support even poorly done real images and videos do better than stock photos or highly designed and edited videos.

I have a few clients that do retail Facebook ads and I can tell you right now I can design the most beautiful ad in the world with product stock images etc and an ad with a real poorly edited image will out perform it! It's crazy!

People connect far more with real, authentic images than with generic stock photography. Most consumers can instantly recognize staged or overused visuals, and those types of images often get ignored.

Showcasing your actual team, products, customers, and workspace creates credibility, builds trust, and gives your brand a more personal and relatable feel that helps you stand out from the competition.

As AI floods the Internet with generic content, businesses that stand out will:

• show personality
• show flaws
• show vulnerability
• demonstrate expertise
• tell stories
• create trust
• be relatable
• have authentic reviews
• have real photos/videos
• show the real people behind the business

Ironically, AI may actually increase the value of humanity online because the human connection is what will give businesses a real edge.

No more generic blog content written by someone that lives in a different country and it is totally out of touch with the business!

No more stock images!

People want to see something REAL, now more than ever!

Your AI Readiness To Do List

At this point, you may be thinking, “Okay... so what do I actually DO about all of this?”

The good news is that this transformation is not as complicated as many people make it sound. You do not need to become an AI engineer, a programmer, a technology expert, or even a marketing strategist to prepare your business for where the Internet is headed.

You don’t even need a marketing agency, as long as you are willing to roll up your sleeves and do this work yourself.

Now, if you can afford an agency or a marketing professional to help guide you through this, great!

But if you can't, this is not rocket science (I promise you). It will require some work and effort on your part, but the payoff is more visibility, more opportunities, more leads for your business, and a stronger position in the Call Pool.

In fact, this has never been less complicated. At its core, it's about building an informational resource on the Internet around the way your customers search for your products and services.

Although it isn't complicated, it is work—don't get me wrong.

Most of what helps businesses succeed in the AI era are the same foundational things that have always built strong businesses online: trust, visibility, clarity, consistency, reputation, and helpful information.

The businesses that become the most visible will not necessarily be the largest businesses. They will be the businesses willing to adapt, stay visible, and evolve alongside changing consumer behavior and search habits.

Below are a list of things you can do to help your business adapt and gain an edge in the AI information age.

These are strategies I have personally tested in my own marketing practice, and they have helped make my clients highly visible in both traditional and AI-powered search.

Get out your notebook. It's time to do some research and take a lot of notes.

Start by writing down a list of questions you know your potential and existing customers ask. What are their common concerns? What objections do they have before making a purchase or scheduling a service?

If you have employees, get their feedback too. They are on the frontlines and may think of questions and concerns that you haven't considered.



Once you have that list, it's time to do a little additional research. I want to share a few places where you can find excellent content ideas for your website.

AlsoAsked

Visit https://alsoasked.com and enter your primary service keyword or website topic, then click Search.

The tool shows real questions people are asking online and how those questions relate to one another. This can be an incredible source of blog topics, FAQ content, service page ideas, videos, and social media content.

At the time of writing, you can use the free version up to three times every 24 hours.

Use these ideas to come up with some great search-worthy content.

Also, a completely free tool to use is Google.

Type in a common keyword for what people use when they search for your products and services and you will see this area:

And also look for sections like this one below.

These are the questions people ask and if your website answers the questions people ask, AI will use your content to answer searcher questions.



So now that you know what people search for and what questions they ask, what to do with this information? This is information you will use to enrich your entire website. Create blog posts using these ideas and also incorporate these ideas into your services pages.

Your website has to mirror what people search for if you want to be included in AI snippets.

Before making any changes, you should understand what visibility your business currently has in the search.

Open an Incognito window in Google Chrome and begin searching for your business and services. (Using Incognito Mode is important because it reduces personalization and gives you a more objective view of what searchers may see.)

Use the same types of searches your customers would use. Try multiple keywords, phrases, and questions related to your services.

Now ask yourself:

• Where are you in the Call Pool?
• Does your business show up?
• Do you appear in any AI Overviews?
• Are you listed in the Knowledge Panel?
• Do you appear in the Google Business Profile section?
• Are your competitors showing up more often than you?

Make notes for every search where your business appears.

Next, take a close look at your competitors.

• Who is being mentioned in AI Overviews?
• Which companies appear most often in the Call Pool?
• Who shows up in the map listings?
• Who appears in the Knowledge Panels?
• Which businesses seem to dominate the search results?

Create a list of the companies that appear most frequently.

This will help you identify who currently owns the visibility in your market and give you a benchmark to measure your progress against as you work through the rest of this checklist.

This step in the process was actually an afterthought. I added it when I had a horrendous experience with my husband's business, he has a ceiling installation and repair company.

I frequenty check where all of my clients are being mentioned and ranked in AI Overviews, because it changes so rapidly.

Anyway, I searched for his business by name and in the AI snippets it said something along the lines of his company being known for doing shotty work, getting negative reviews etc. etc.

I almost had heart failure.

My husband's business is very well known, respected, and in 12 years of business he has never received ANY negative reviews (well he got 1 but it was spam bot and it was removed). He has a 5.0 rating.

There were 2 links associated with this feedback and those links did NOT belong to our business. So I typed into the searchbox those links were not ours and that information was not correct.

The AI assistant agreed those were not his links and disassociated it with his business. So it was sorted out immediately, but I still did multiple searches a day for a while just to make sure it was still correct.

I immediately did a check on every single client and thank goodness didn't find this again. I asked Google's AI assistant how this happened and what could I have done to prevent it.

It's only explanation was sometimes they get the wrong information (they get the wires crossed) and no, there was nothing I could have done to prevent it.

You should make sure you monitor this on a regular basis, on our checklist we look at each client once per month.

Once a month:

• Search your company name.
• Search your major services.
• Search your city + service.
• Search competitors.
• Check AI Overviews.
• Note who appears.

So long story short, make sure you check to see what AI is saying about your business, and check it on a regular basis.

This is critical.

Earlier we talked about Google's framework which it calls E-E-A-T.

This means Experience, Expertise, Authoritativeness, and Trustworthiness.

It's important to have this framework top of mind when you're making your website more AI-friendly.

Before Google returns your business to a searcher they want to know:

• Have you actually done what the searcher needs?
• Do you know what you're talking about?
• Are you recognized as a credible source?
• Can searchers trust you?

Your Website is the Most Important Piece of the Puzzle

Your website is one of the most important sources of information AI uses to understand your business. While AI may also gather information from reviews, business listings, social media profiles, and other websites, your website is the one place you fully control.

Think of your website as your information ecosystem headquarters.

In the past, your website's primary job was to sell. Today, in addition to selling, it must also teach.

Your website tells search engines and AI who you are, what services you offer, where you work, what problems you solve, and why customers should trust you over your competitors.

The clearer and more complete your website is, the easier it is for AI systems to understand, reference, and recommend your business.

Here is a list of things that should be addressed on your website:

Contact Information

Make sure there are contact forms and clear calls to action throughout your website. Every page should make it easy for visitors to contact you.

Include click-to-call buttons, contact forms, and other convenient ways for people to reach you quickly.

Homepage

Your homepage should be written like a roadmap to your business.

It should:

• Link to all major service pages
• Display reviews and testimonials
• Clearly explain what you do
• Highlight what makes your business different
• Make it easy for visitors to navigate your website

About Page

Make sure your About page is strong and informative.

Your About page should clearly explain:

• Who you are
• What you do
• The areas you serve
• The problems you solve
• Why customers should trust you
• Why customers should choose your business

Employee Pages

If you have a team, consider creating pages that introduce key employees. AI systems like understanding who is behind a business, and customers often feel more comfortable seeing the real people they may be working with. Remember the human touch is super important.

Service Pages

Too often, I see service businesses place all of their services on a single page. This is not helpful for SEO and is equally unhelpful for AI.

Each service should have its own dedicated page and should be written in detail. The content should explain not only what you offer, but also answer common customer questions about that specific service.

A great addition is to include a dedicated FAQ section on every service page.

City Pages

In addition to service pages, you should have a dedicated page for each city or community you serve.

These pages help your business appear in searches related to those locations. Unlike service pages, city pages can discuss your full range of services and how you help customers in that specific area.

FAQ Pages

I recommend including FAQs on each service page, but it is also helpful to create a larger, centralized Frequently Asked Questions page.

This gives both customers and AI systems a single location where they can find answers to common questions about your business.

Also, I have seen some businesses use accordions to display FAQ content and although that may look nice and clean I think it's better to write the content out.

EX:

Q: How much does drain cleaning cost?

A: Drain cleaning typically ranges from...

Q: How long does a water heater last?

A: Most water heaters last...

Search engines can typically read accordion content okay as long as the content is present in the page's HTML and not loaded separately after a click. However, I personally think writing it out is better for user experience and AI readability.

Website Images

Whenever possible, use real images instead of stock photos. AI systems are becoming increasingly effective at identifying authentic business imagery. When uploading images, make sure they are properly named and optimized with descriptive file names and relevant alt text.

Far too often I see websites using image files with names like: IMG_483920.jpg

Instead, use descriptive names that help search engines and AI understand what the image contains.

Your Search Snippets

Website snippets are one of the most underutilized website marketing opportunities available. Your page title and meta description are the first things potential customers see in search results.

Make sure they accurately describe the page, include important keywords, and encourage people to click.

I like to call these "Sizzle Snips."

As a general rule:

• Meta titles should stay under 60 characters.
• Meta descriptions should stay under approximately 155–160 characters.

Most businesses completely overlook this opportunity, and their search listings end up being cut off or poorly written. They don't take the opportunity of having a call-to-action.

Staying within the recommended character limits helps ensure searchers can see your entire message.

Notice the example snippet below. If someone is shopping for replacement windows, seeing phrases like "best value," "competitive pricing," or "free estimate" may be exactly what encourages them to click.

The Trust Factor

Trust is one of the most important factors in both search and AI visibility. The more proof you provide, the easier it is for customers and AI systems to see your business as credible and trustworthy—because trust is one of the most important things to the searcher.

Show Proof Throughout Your Website:

• Reviews
• Testimonials
• Case studies
• Before-and-after photos
• Certifications
• Awards
• Years in business
• Team photos

Answer Pricing Questions

One of the most common questions customers have is, "How much is this going to cost?" While you may not be able to provide exact pricing online, you can explain the factors that affect cost and provide realistic price ranges when appropriate.

Businesses often avoid discussing pricing, but customers and AI systems are actively looking for this information. Helpful pricing content can build trust, answer objections, and make your business more visible in the Call Pool.

Create content around:

• Average costs
• Pricing factors
• Cost ranges
• Budget considerations

Once again, even if you cannot provide exact pricing, explain the factors that influence cost.

Create Helpful Blog Content

Your website is the heart of your online information ecosystem, and your blog can be the veins. Create helpful content around the questions you know your customers are asking. Write content that answers objections and addresses all of your core services.

AI systems are constantly looking for helpful, trustworthy information. The more useful content you create around your services, the more likely your business will be to rise to the top of the Call Pool.

Create blog posts like:

• What to Expect During a Water Heater Replacement
• How Much Does Drain Cleaning Cost?
• Signs You Need a New Roof
• Is Professional Pest Control Worth It?

These types of pages are often cited in AI Overviews.

AI Loves Comparison Content:

• Tankless vs. Traditional Water Heaters
• DIY Pest Control vs. Professional Service
• Asphalt Shingles vs. Metal Roofing

People ask comparison questions very often, which is one reason AI frequently features this type of content in AI Overviews.

Headings and Images

Every page on your website should have a clear main title that tells people and AI exactly what the page is about. Think of it like the title of a chapter in a book.

If a page is about drain cleaning, say "Drain Cleaning." If it's about water heater replacement, say "Water Heater Replacement."

Clear headings make your website easier to understand and help search engines connect your pages to the right searches.

Use Real Photos and Descriptive Image Labels

Images do more than make your website look good. They help customers, search engines, and AI better understand your business.

Whenever possible, use real photos of your team, vehicles, projects, products, office, or completed work instead of generic stock images. Real photos help build trust and provide proof of the work you do.

Also, make sure your images have descriptive labels (called alt tags). Instead of naming an image "IMG_1234" or "photo1," use descriptions such as "tankless water heater replacement."

In other words, make sure your images are named appropriately before they are uploaded to your website. These descriptions help search engines and AI better understand what is shown in the image.

Schema Data Markup

Schema is simply behind-the-scenes code that helps search engines and AI better understand the information on your website. Think of it as a set of labels for your business. It helps identify things such as your business name, phone number, address, service area, website, and services.

To give you an idea of what schema actually is, think of it as labels attached to information so that search engines know exactly what each piece of information represents.

If a website says:

"John's Plumbing Service has served the Atlanta, GA area since 1991."

Schema would tell Google:

• Business Name = John's Plumbing Service
• Business Type = Plumbing Contractor
• Founded = 1991
• Location = Atlanta, GA
• Phone = xxx-xxx-xxxx
• Website = johnsplumbingservice.com

So basically, schema is a way to make sure search engines have the exact information they need.

A question I often get asked is: Do we still need schema markup?

Years ago, Google had to work harder to understand exactly what a website was trying to communicate. Schema markup was a way to encode information in a format that made it very clear.

Today, AI and modern search engines are much better at understanding context. They can often read a page almost like a human would.

If your website clearly explains:

• Who you are
• What you do
• Where you are located
• How customers can contact you

AI can usually figure it out without schema. So, is schema critical? In my opinion, no—not anymore. Can it still be helpful? Absolutely. Every way you can reinforce to Google who you are, what you do, and where you operate can be beneficial.

Do I still use schema markup for my clients? Yes.

However, the main reason is that the website platform I use makes it extremely easy to implement. It takes very little effort, so why not take the extra step?

If it were significantly more complicated, I might skip schema markup if everything else you've learned in this guide was already in place.

If you have a WordPress website, schema can also be fairly easy to implement using plugins such as Yoast, Rank Math, or All in One SEO.

After your website, your Google Business Profile may be the most important online asset your business owns.

It helps Google, AI systems, and searchers understand who you are, what services you offer, where you are located, and what your customers think about your business through reviews.

I also want to point out that, in my marketing philosophy, I teach business owners to think of the Internet as real estate.

Your Google Business Profile is what I consider beachfront property because it is, in fact, some of the best real estate on the Internet. It is where many of the most valuable clicks happen within the Call Pool.

Having your business visible in the top three listings for your most important searches can have a tremendous impact on your growth over time.

The businesses that consistently appear in those positions often generate more calls, more website visits, and more opportunities simply because they are easier for customers to find.

Here Are the Steps to Make Sure Your Google Business Profile Is Optimized for AI

1. Information

Verify that all of your business information is accurate and up to date.

2. Categories

Select the correct primary category and and relevant secondary category.

3. Business Description

Make sure your business description is written well. Use all 750 available characters and incorporate keywords and phrases people use when searching for your business. Include a concise list of your primary services. (Note: Do not overstuff keywords, Google prohibits keyword stuffing, and overloading your profile can lead to your account being suspended.)

4. Opening Date

Make sure your opening date is populated. Google uses this as a trust signal, and if it's missing, it could be a small mark against your profile.

5. Chat

If you want potential customers to be able to chat with you and ask questions, make sure this feature is turned on. When responding to chats, use complete sentences and mention your services and options whenever appropriate. Just a note, don't turn this on if you are not going to manage it properly, it sends a negative signal if you do not respond in a timely manner. Plus, it looks bad to searchers, they will think you don't communicate properly.

6. Service Areas

Include all of your service areas and be as specific as possible. For example, instead of simply saying "Atlanta," include areas such as Buckhead, Dunwoody, and Sandy Springs.

Google has never indicated that the order of service areas impacts visibility, as results are primarily shown based on proximity to the searcher. However, I still recommend listing them by priority.

Put your primary headquarters area first, major service areas next, and smaller surrounding communities last.

7. Business Hours

Make sure your business hours are accurate and match your website and any other places your business is listed online. Also, update special hours for holidays and other closures.

8. Social Profiles

Add links to your social media profiles, such as Facebook and Instagram. This is important because it helps Google connect your business to your social media presence.

Google also now displays social media content in profile carousels, giving potential customers another way to engage with your business. Make sure your social profiles are active, connected, and representative of your brand.

9. Photos

Photos help both customers and search engines better understand your business. Real photos of your team, office, products, completed projects, vehicles, and customers can build trust and credibility faster than words alone.

Avoid using stock photos whenever possible.

Before uploading images, give them descriptive file names and add alt text that clearly explains what is shown in the photo. This helps search engines understand the image and improves accessibility for visitors using screen readers.

It's also important to upload new photos regularly.

10. Videos

AI loves video content because it adds diversity to your online presence.

Your videos don't have to be fancy. A simple smartphone video showing real people doing real work can often be more effective than a professionally produced video because it feels authentic and builds trust.

11. Google Posts

You can post updates about your business, services, products, events, and offers. These posts are a nice addition to your profile.

I often get asked whether Google Posts influence rankings, and the answer is there is no proven data to state that it does. However, they still add tremendous value and help your profile stand out to potential customers.

12. Services

The Services section of your Google Business Profile helps Google and AI systems better understand exactly what your business offers.

While simply adding services won't guarantee higher rankings, it provides important information that can help match your business to relevant searches.

13. Products

There is no proven data evidence that adding products directly improves rankings. However, products help Google and AI systems better understand what your business offers.

By the way, many people assume this section is only for retail businesses. It is a way for any business to list their products and/or services.

I always list service offerings for my clients because it provides additional information about what they do.

14. Create an Offer

Special offers can help attract attention from potential customers while giving Google additional information about your products and services.

An offer allows you to highlight a specific service, product, promotion, or seasonal special directly within your Google Business Profile.

15. Booking

The Booking section is a great place to link directly to your website's contact page, scheduling page, or appointment request form, making it easy for potential customers to reach out.

16. Reviews

I saved the absolute BEST for last!

If your Google Business Profile were a rocket, reviews would be the fuel.

Reviews can completely change the trajectory of a business, and I have seen it happen over and over again.

This is one of the few areas where a smaller business can level the playing field and even outrank a much larger competitor.

Get as many reviews as you can, and get them consistently.

Just as importantly, respond to every single review. Review responses show both Google and potential customers that you are engaged, attentive, and actively involved in your business.

AI doesn't rely solely on your website for information. It looks across the internet for additional sources that help confirm who you are, what you do, and whether your business is trustworthy.

Directory listings, discussion forums, industry websites, reviews, and online mentions all contribute to that validation.

Directory listings such as Yelp, industry associations, chambers of commerce, and local business directories help verify important details about your company, including your business name, address, phone number, website, services, and service area.

Discussion forums such as Reddit and Quora can also be valuable sources of information about your business and industry. AI systems tend to place significant value on these platforms because they contain real conversations between real people discussing products, services, businesses, and experiences.

Here Are the Backlinks That Matter Most:

• Your Google Business Profile
• Yelp (Just claim your free listing. That is all you need.)
• Your local Chamber of Commerce
• The Better Business Bureau
• Dunn & Bradstreet
• Industry Associations
• Local News Websites
• Manufacturer and Supplier Websites
• Sponsorships and Community Organizations
• Trusted Business Directories such as Yellow Pages, Houzz, and Nextdoor
• Bing Business Profile

A Quick Note About Angi

You may notice I did not mention Angi. Yes, you can create a free listing there (last time I checked). However, I generally do not recommend it, nor do I typically place my clients' business information on that website. The reason?

In my opinion, it's the equivalent of sending you into a starving lion's den with a pork chop tied around your neck.

They have extremely aggressive sales people and they will badger you to death.

If you implement everything else outlined in this guide, you won't need that backlink. And yes, before you wonder, Yelp can be very aggressive too. (And extremely rude!)

The difference is that the Yelp link appears prominently in a huge number of searches, making the backlink worthwhile. So claim your free listing, complete your profile, and move on.

As AI and search platforms continue to evolve, social media is becoming more than just a marketing channel.

It is becoming another source of information that helps Google understand your business, verify your activity, and showcase what you do.

In fact, one of the more interesting updates in 2026 was the addition of social media content directly to Google Business Profiles.

Google Business Profiles now features a Social Media Updates carousel that displays recent posts from connected social media platforms, giving searchers another way to learn about your business through fresh, visual content.

AI overviews are also pulling in social media content when it's a great anwer to a question.

This makes it more important than ever to review your social media presence regularly and keep it active. Share posts about your products, services, team members, completed projects, and customer success stories.

Whenever possible, use real photos rather than stock images. Real content helps build trust and gives both customers and AI systems a better understanding of your business.

It's also a good idea to create social media posts that answer the questions customers ask most often.

Highlight your most popular products and services, explain common problems, and share helpful tips related to your industry.

The good news is that social media doesn't have to be overwhelming.

You don't need to post constantly. You simply need to post strategically.

A consistent stream of helpful, authentic content is far more valuable than a large volume of posts that provide little value.

NAP stands for Name, Address, and Phone Number. One of the simplest ways to help search engines and AI systems trust your business is to make sure this information is consistent everywhere it appears online.

Your business name, address, phone number, website, and other important details should match across your website, Google Business Profile, social media accounts, directory listings, and business databases.

When AI systems find conflicting information, it can create confusion about your business.

However, when the same information appears consistently across multiple trusted sources, it helps verify that your business is legitimate and accurately represented online.

Think of NAP consistency as a trust signal. The more consistently your business information appears across the internet, the easier it becomes for search engines, AI platforms, and potential customers to find and trust your business.

For example, if your website says "Jack's Electrical Repair" but a business directory such as the Better Business Bureau lists the company as "Jack's Electrical," that creates a conflict.

Old phone numbers, outdated addresses, and inconsistent website URLs can create conflicts as well.

The bottom line is simple: wherever your business appears online, your NAP information should be exactly the same.

When information conflicts, AI systems become less confident about your business and may be less likely to display it in search results or recommendations.

Verify:

• Business Name
• Address
• Phone Number
• Hours
• Website URL

Make Sure It Matches Across:

• Google Business Profile
• Bing Places
• Facebook
• LinkedIn
• Industry Directories
• Chamber of Commerce Listings
• and other important places online

Video content is becoming one of the most powerful ways to help customers, search engines, and AI systems understand your business.

A video can showcase your expertise, explain your services, answer common questions, and demonstrate the quality of your work in ways that text and photos simply cannot.

AI is getting better and better at analyzing video content, including titles, descriptions, captions, transcripts, and even spoken words.

The good news is that your videos do not need to be fancy. You don't need expensive equipment or professional production. Simple videos recorded on a smartphone can be highly effective.

Consider creating videos that answer common customer questions, showcase completed projects, introduce your team, explain your services, or demonstrate your products.

Think of video as another opportunity to teach both AI and potential customers exactly what your business does.

The more helpful and relevant content you create, the easier it becomes for AI systems to understand, trust, and recommend your business.

Create Simple Videos Answering:

• Frequently Asked Questions
• Common Misconceptions
• Service Explanations
• Pricing Questions

Upload Your Videos To:

• YouTube
• Your Website
• Facebook
• Google Business Profile

Remember, simple and helpful beats polished and complicated. A short video answering a customer's question can often provide more value than a professionally produced video that says very little.



Don't Focus on Just Selling. Start Teaching - Become THE Source

Many business owners are still focused on trying to rank pages. While rankings are still important, the businesses that win in the age of AI are becoming trusted sources of information.

Ask yourself:

• Does my website answer customer questions?
• Does it explain common problems?
• Does it provide solutions?
• Does it offer proof and real-world examples?
• Does it demonstrate expertise?

If your website simply says:

"We are the best plumber in Nashville, TN." That does not give AI any helpful or specific information.

But if your website explains:

• Why water heaters fail
• What replacement costs typically look like
• What homeowners should expect during installation
• How to avoid common plumbing mistakes
• When repairs make more sense than replacement

Now AI has valuable information it can understand, reference, and potentially recommend.

The goal is no longer just to tell people how great you are. The goal is to become a helpful resource that educates customers and answers their questions.

That shift—from selling to teaching—may be the most important AI optimization strategy on this entire checklist.

The businesses that earn trust, share knowledge, and consistently help people solve problems will be the businesses most likely to thrive in the age of AI.