A few years ago, if you wanted to find a builder you'd search Google and click through a few websites. These days a growing number of people are doing something different. They're opening ChatGPT, Gemini or another AI tool and asking "who's a good builder in Nelson?" or "how much does a bathroom renovation cost in New Zealand?"
Google is doing it too. For lots of searches, the first thing you see now is an AI Overview, a written answer at the top of the page before any of the normal results.
So what does this mean for tradies? Here's what we know so far, without the hype.
01How AI tools decide what to say
AI search tools don't have a secret list of recommended tradies. They build their answers by pulling together information from across the web. Websites, reviews, directories, news articles, forums and anywhere else your business is mentioned.
They tend to favour businesses that are:
- Clearly described online, with obvious information about what they do and where
- Consistent, with the same name, address and details everywhere
- Well reviewed, on Google and other trusted sites
- Mentioned by other trusted websites, like associations, suppliers and local news
Sound familiar? It's very similar to what makes a business rank well on Google Maps. That's not a coincidence.
02Good SEO is still the foundation
There's a lot of noise about AI search being a completely new game. In our experience, most of what helps you show up in AI answers is the same work that helps you rank on Google. A clear website, a strong Google Business Profile, plenty of genuine reviews and a good reputation online.
If you've been putting off the basics, AI search is another good reason to get on with them. Our guide to local SEO for tradies is a good place to start.
03Answer the questions people actually ask
AI tools love clear, direct answers. If someone asks "how long does it take to reroof a house in NZ?", the AI is looking for a page that answers exactly that.
This is where good content helps. A few ideas for tradies:
- Write a page for each service that explains what's involved, how long it takes and roughly what affects the price
- Add a short FAQ section to each service page, answering the questions customers ask you on site
- Publish helpful guides on the bigger questions in your trade, like costs, consents and timeframes
- Use plain language. Write like you'd explain it to a customer, not like a brochure
You don't have to give exact prices if you'd rather not, but explaining what drives the cost goes a long way.
04Make your details easy for machines to read
Behind the scenes, websites can include structured data, also called schema markup. It's code that spells out your business name, services, areas, opening hours and reviews in a format that search engines and AI tools can read easily.
It's invisible to visitors but helps machines understand exactly who you are. Most tradie websites don't have it, which makes it an easy edge. If your website is on WordPress, it can usually be added without a rebuild.
05Reviews and reputation matter more than ever
When an AI tool is deciding whether to mention your business, what other people say about you carries a lot of weight. Genuine reviews on Google, mentions on NZ trade directories, listings with associations and stories on local news sites all help.
The best thing you can do is keep collecting reviews from every happy customer. Here's how to get more Google reviews without it feeling awkward.
06Be wary of anyone promising guaranteed AI rankings
AI answers change constantly. Ask the same question twice and you might get different businesses each time. Anyone promising to get you recommended by ChatGPT every time is overselling.
What you can do is make your business one of the strongest, clearest candidates for your trade and area. Then you're well placed however people end up searching.
07Should you be worried?
Not really. Most people still search Google the traditional way for local trades, and they still want to call a real person. But it's worth getting ahead of the shift now, especially since the work that helps with AI search also helps with everything else.
If you'd like to know how AI tools currently talk about your business, our AI SEO service starts with exactly that check. Or get in touch and we'll have a look.
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