AI-powered search is changing the digital visibility of commercial painting contractors. To ensure that CPIA members are up to date on the latest strategies for optimizing both traditional search and AI-powered search, Aaron Hockel of Alta Vista Strategic Partners hosted a webinar for members to shed light on the evolving online landscape.
What is the difference between AI search and traditional search?
In short, traditional search delivers a list of links, whereas AI-powered searches serve up more conversational, direct answers.
The shift in format is not as important as the increasing number of places potential customers can search. Instead of simply optimizing for Google’s algorithm, commercial contractors will have to optimize for multiple AI-platform algorithms as well.
Hockel tested results across Google, ChatGPT, Grok, and Gemini, specifically searching “painters near San Diego Airport.” Searches on four platforms resulted in four different lists. Only one company ranked in all four searches.
The consistent performer had strong traditional SEO metrics, including high domain authority and significant backlinks.
Why does AI search matter to commercial painting contractors?
AI platforms are growing exponentially. The good news is that traditional search engines are still commanding more traffic with Google and YouTube in the lead (for now).
That said, the younger generation is increasingly turning to ChatGPT over Google.
What kind of content should commercial painting contractors publish to rank in AI?
Ranking in AI is still relatively new. While no one has the silver bullet, there are some clear patterns.
Write FAQs. Because this style of content is easy to parse and summarize, it’s favored by AI. By adding FAQs to service pages, using clear, direct language, and including numbers and price ranges where appropriate, you make it more likely that AI will take notice (note the subheads in this very article).
Demonstrating credibility is also extremely important. Hockel recommends using the acronym EEAT — Expertise, Experience, Authoritativeness, Trust — as a guide:
Expertise – Include author bioswith credentials and years of experience.
Experience – Use project profiles to demonstrate your experience.
Authoritativeness – Publish industry recognition, awards, news stories in industry publications, and certifications. Publishing your involvement with industry associations, like the CPIA, can help with authority.
Trust – Highlight that you are insured, and bonded, and blog about your safety standards and safety records.
Don’t forget your service area. Local business information is important for both traditional and AI search. Setting up local service pages that have examples of projects done in those areas is a great way to highlight the areas where you are active.
Make sure your information on the yellowpages.com, 411.com, Bing, Yahoo, and chambers of commerce directories is up to date and consistent.
How important are online reviews for commercial painting contractors?
Reviews are a major factor in establishing visibility and credibility. AI systems rely heavily on publicly available third-party signals.
Commercial clients like GCs, government agencies, and corporations don’t typically leave reviews (some are not permitted to leave reviews); however, that doesn’t matter to AI platforms. The bottom line is that reviews are a major signal to algorithms that your brand is trustworthy, so it’s wise to make a plan to keep those reviews coming in.
Let clients know early on that you will request a review once the job is complete. Adding a step to your final walkthrough to ask for the review (you can give them a QR code) is one option, and you can also include review links on invoices and email signatures. Hockel also noted the importance of sending reminders, as they can greatly increase the likelihood that a client will leave a review.
When you are asking for reviews, consider that platform diversity matters. Google reviews are still king, but it’s important to get reviews on other platforms as well.
Staying Ahead of the Curve
In the end, you want to continue to follow strong SEO practices to ensure that you are not only showing up in traditional search but on the plethora of AI platforms popping up. Investing now in the tactics that help you rank across all search engines is essential to your online marketing success.
For more insights and strategies, listen to the full webinar here.
Aaron Hockel is a partner at AltaVista Strategic Partners, which specializes in helping commercial contractors stay visible, relevant, and ready to win. Learn more at altavistasp.com.
