How AI Tools Like ChatGPT, Gemini, and Perplexity Are Changing Contractor SEO
AI isn’t just some futuristic buzzword anymore – it’s actively changing how people search online. If you’re a contractor trying to win more leads, the way your business shows up in search results is already being shaped by tools like ChatGPT, Gemini, Perplexity, and Claude.
And here’s the truth: If your SEO strategy hasn’t adapted, you might be invisible to these AI-driven platforms. Let’s break down what’s going on and how to stay ahead.
What Is AI Really Doing in Search?
Search engines are no longer just matching keywords – they’re using AI to summarize information, rewrite results, and answer questions directly in the search page. That means fewer clicks to contractor websites… unless your content is showing up in those AI-generated answers.
So if your content isn’t clear, helpful, or structured properly, AI will skip over it and serve up something else. That “something else” could be your competitor.
Breaking Down the Big 4 AI Tools
Here’s a quick look at the most important AI platforms affecting search – and what you need to know about them as a contractor.
- OpenAI / ChatGPT – Known for conversational responses. With plugins or browser access, it can summarize real-time business info. Think of it as a research assistant for homeowners.
- Claude (Anthropic) – Designed for longer, more thoughtful content. Less of a threat in local search, but still impacts how content is understood.
- Perplexity – Acts like a smart search engine. It gives AI-powered answers and links back to source websites. That means helpful content still gets rewarded.
- Gemini (Google) – Formerly Bard, this is Google’s official AI. It’s already built into Google Search. That means your SEO strategy needs to consider how Gemini reads and ranks your content.
Why Contractors Need to Pay Attention
If your website relies on old SEO tricks – like keyword stuffing or thin content – you’re likely not showing up in AI-powered results. These tools are looking for helpful, well-structured content that answers real questions.
Your service pages, location content, reviews, and even FAQ sections now directly affect whether or not your business is included in an AI-generated answer.
It’s not just about showing up on Google anymore – it’s about how AI summarizes your business.
How to Stay Visible in the Age of AI Search
Want to keep earning clicks and leads? You’ll need to adjust how your website communicates. Here’s where to start:
- Write in natural language – like how a homeowner would ask a question.
- Add FAQs to every service and location page.
- Ensure your site loads quickly and looks great on mobile devices.
- Use structured data (schema) so AI tools can interpret your content correctly.
- Test your business by searching it on tools like Perplexity or Bing AI – see what shows up.
Even though AI is changing search, you don’t need to panic. You just need to adapt your strategy to meet the new standards.
If you need help building a better online presence that shows up in AI results, Footbridge Media’s contractor marketing team is here to support you.
Frequently Asked Questions
AI changes how search engines present information. Instead of showing 10 blue links, search results now include AI-generated summaries. If your contractor website doesn’t have clear, helpful content, it may not be included in these summaries – which means fewer clicks and leads.
Perplexity is an AI-powered search tool that summarizes answers and includes source links. If your contractor website has useful, optimized content, it may get cited – which can drive traffic and leads to your business.
To show up in AI-powered search like Google Gemini, focus on real questions your customers ask. Use structured data, keep content updated, and build out helpful service pages with FAQs. Mobile speed and site clarity are also key factors.
About Chris Lonergan
Chris Lonergan has over 13 years of contractor marketing experience with Footbridge Media. With a background in web design, print design, content creation, and online marketing, Chris is focused on providing quality marketing and business solutions in the construction and service industries - helping small business owners to more efficiently manage their companies and grow their operations.
Chris Lonergan has previously contributed to and/or been featured in PM Magazine (Plumbing & Mechanical | Contractors x Engineers), theNEWS (ACHR - Air Conditioning | Heating | Refrigeration), Turf Magazine (For Landscaping and Green Industry Professionals) Service Roundtable's blog, inPAINT Magazine, the SMB Marketing Agency Show, and the Green Industry Podcast. Chris is also a past SGI/CertainPath breakout session presenter.
