Google won’t do the work

“Google it” is taking on a whole other meaning.

Google more and more is giving people answers right there in the search console.

If someone looks up “How can I cool down my house in the summer?”, Google’s AI will tell them right there what they should do…

But Google isn’t going to add insulation to their home, or install a ceiling fan (or do team assessments, or configure cybersecurity, or fix a roof).

Customers still need to find an expert who will actually do the work—and that’s you.

Because the AI is answering prospects’ initial questions, they’re less likely to land on your website in the earlier stages of their buyer’s journey.

When they do land on your website, you need to be ready to close the deal.

This means loading your website with local, SEO-optimized, decision-stage content that answers the questions of people who are ready to buy, like:

• What kind of contracts can I expect?
• What are your promises and guarantees?
• What is the approximate price?
• What is the timeline for service delivery?
• What’s the integration process with my team?

The more information you can give away on your website, the more you will steer these ready-to-act consumers to call your sales team.

Ensure that your business is the one customers find when they’re ready to make a decision.

Measure how well your site is optimized with local SEO and decision-stage content using our 20-Question Marketing Self-Assessment.