SEO for Contractors in the Age of AI: What’s Changing and Why It Matters

If you’re a general contractor or home service professional, you already know how competitive it is to get new leads online. For years, the playbook was simple: rank on Google with the right keywords, keep your website in good shape, and you’d see the calls come in.

But the landscape is shifting. AI search is quickly becoming part of how homeowners ask questions and find answers. Instead of just pulling up a list of websites, AI tools like Google’s AI Overviews or Bing’s AI assistant summarize answers on the spot. And yes, those summaries are starting to influence who gets noticed.

So what does this mean for contractors who want to stand out? Let’s break it down.

Classic SEO vs. AI Search

Classic SEO is what most contractors are familiar with: optimizing your website and online presence so Google shows you higher in the search results. That includes things like ranking for “kitchen remodel near me” or showing up on Google Maps when someone searches “roofing contractor in [your city].”

AI search works differently. Instead of only showing a list of links, it delivers an answer in plain language. For example, if a homeowner types:

“How much does it cost to build a deck in Indiana?”

AI might respond with: “The average cost to build a deck in Indiana ranges from $12,000–$20,000 depending on size and materials.”

Notice something? Instead of scrolling a long list of contractor websites, the homeowner might feel like they already got their answer. That’s a big shift.

Why Contractors Should Care

Here’s the bottom line:

• Homeowners are still using Google, and traditional SEO is as important as ever.

• But more and more people are also testing AI search tools, and those tools are shaping how they think about cost, timelines, and which businesses to trust.

• Contractors who position themselves well will not only rank on Google, but also show up in those AI-driven answers.

The goal isn’t to replace classic SEO — it’s to stay visible in both worlds.

What This Means for Contractors

Without getting too technical, here are a few things that set AI search apart:

• Questions, not just keywords: Homeowners are asking full questions like “How long does a kitchen remodel take?” rather than short phrases.

• Direct answers: AI tools want clear, trustworthy information they can summarize.

• Fresh content: Outdated websites are less likely to get picked up in AI-driven results.

• Credibility: The more your business is seen as reliable and professional online, the better your chances of being surfaced.

• Sourcing: Undestanding where AI pulls their info from is important, and knowing where to show up as a business is vital to getting pulled in AI search

  
  

Staying Visible in the New Search World

The good news? If you’re already investing in your online presence, you’re on the right track. Classic SEO builds the foundation. AI search simply raises the bar for how contractors communicate their expertise online.

Think of it this way:

• Google SEO gets you found.

• AI search makes sure you’re trusted.

Contractors who embrace both will have the edge—not just in ranking, but in earning the confidence of homeowners before they ever pick up the phone.

Final Word

SEO is evolving, not disappearing. For contractors and home service businesses, the smartest move right now is to understand the difference between classic Google SEO and AI search—and be ready for both.

Because at the end of the day, it’s not just about clicks. It’s about being the contractor homeowners see, trust, and call first.

Here at SparkRank we are keeping up to speed on all the latest developments in marketing your website so you will show up and stand out to your ideal customers. Contact us today to learn how we can work together to build your business!