“Who is a good plumber near Pelham?” A few years ago, that question went into Google and returned ten links and a map. Today it often returns an AI-written answer at the top of the page – or it is typed into ChatGPT, Gemini or Perplexity, which answer with a short list of businesses.
For local businesses this is a big shift. The answer may mention only two or three companies. If yours is not one of them, the customer may never see your website at all.
How AI tools choose whom to recommend
Nobody outside these companies knows every detail, and the systems change often. But the patterns are clear. AI search tools lean on information they can find, understand and cross-check:
- Classic search results. AI answers are built on top of search indexes. Ranking well in normal search still matters.
- Consistent facts. Your business name, address, phone, services and area – the same on your website, Google Business Profile and directories.
- Clear answers. Pages that directly answer the questions customers ask: what you do, where, for whom, roughly what it costs, how long it takes.
- Reputation. Recent, detailed reviews and mentions on trustworthy local websites.
- Structured data. Machine-readable information about your business, services and FAQs.
Five steps you can take now
1. Ask the AI yourself
Open ChatGPT, Gemini or Perplexity and ask the questions your customers ask – “best roofer in Hoover”, “who installs retaining walls near Alabaster”. Note who is mentioned and what is said about them. That is your baseline.
2. Clean up your business facts
Make sure your name, address, phone number, hours and service area are identical everywhere. Fix old listings with an outdated phone number or address – inconsistencies make you harder to trust.
3. Complete your Google Business Profile
Choose the right primary category, list every service, add real photos, keep hours current and post updates. Your profile is one of the most important sources for local answers.
4. Answer real questions on your website
Give every main service its own page with specifics: what is included, the towns you serve, typical timelines, what affects the price. Add a short FAQ. Write it for people – clear answers are exactly what AI tools like to quote.
5. Keep reviews coming
Ask happy customers for a Google review right after the job, and answer every review. Detailed reviews that mention the service and the town are especially valuable.
The good news
None of this is a trick. Everything that helps you appear in AI answers also helps you in normal Google search and, most importantly, with real customers. If you would like to know how your business shows up today, read about our AI search optimization or request a free review.
