If you run a trades business - whether HVAC, auto glass repair, plumbing, or another skilled service - you're already aware that showing up in online search results can help people find you. Traditional search has been turned on its head by AI, and now people are using AI-powered search tools like ChatGPT, Perplexity, and Google SGE (Search Generative Experience) to find the service providers they need.
Though traditional search (think: blue links and map results) still dominates the search experience for users looking for local service, AI generative search allows people to get very specific in their queries (e.g. “I have a 2022 Toyota Highlander and need a new windshield but don’t want to go through insurance and I need the installer to come to me. I live in Erie, CO. Who should I contact to replace my windshield?”)
In this article, I provide 4 GEO and LLMO tips that business owners who run a trades business can incorporate into their website and digital marketing to help them appear more in AI-generated search results.
1. Claim and Optimize Your Bing Places Listing
If you want to show up in ChatGPT’s location-based answers, you need to claim your Bing Places listing.
ChatGPT (as of now) uses Bing’s search index to return web-based and map-based business information. If you’re not listed on Bing Places (or your info is outdated) you’re less likely to show up in local search results generated by ChatGPT, especially when users ask location-specific questions like “Who’s the best plumber near me?”
Bing Places is free and easy to set up. You can:
- Add your address, hours, phone number, and services
- Upload photos
- Link to your website and social profiles
- Respond to reviews
Tip: Make sure your Bing profile exactly matches your Google Business profile for consistency across the web.
2. Add Case Studies That Target Specific Vehicle or Job Types
One of the most effective ways to boost your visibility in AI search results is to publish detailed and targeted case studies on your website. These act like “mini landing pages” that help AI tools understand exactly what services you offer and for which types of customers.
Van Go Auto Glass, a windshield and auto glass repair shop based in Broomfield, is a great example. After they published a case study about replacing the windshield of a BMW in Colorado, they started appearing in AI-driven searches related to BMW windshield repair. AI search models, including ChatGPT and Google’s AI overviews, can parse this page and associate Van Go with high-quality, brand-specific repair work.
Why it works:
- It creates long-tail relevance.
- It builds trust.
- It’s easy for AI to understand.
Tip: Use customer-friendly language, include location details, name the specific equipment or brand, and break your case study into sections (problem, solution, outcome).
3. Get Local Mentions and Backlinks
Another powerful signal for AI-powered search models is local authority. AI doesn’t just read your website; it looks at the broader context of where your business is mentioned online.
Local mentions from reputable sources (like newspapers, blogs, local chambers of commerce, or even Nextdoor posts) give your business credibility in a geographic region. If those mentions include a link back to your website - especially with anchor text like “HVAC contractor in Broomfield” or “top-rated auto glass repair in Denver” - you’ll earn even more visibility.
Why it works:
- Mentions = relevance.
- Backlinks = authority.
Tip: Consider reaching out to:
- Local newspapers and blogs with a press release or helpful article
- Local business directories or industry associations
- Partners you’ve worked with; you can ask them to mention and link to your services
4. Write a Strong, Structured About Page
Most business owners see their About page as an afterthought. For AI search engines, it can provide a lot of context.
A clear, comprehensive About page helps AI tools understand:
- What you do (services and specialties)
- Where you operate (city, region, neighborhood)
- Why you do it (mission and values)
- Why you’re qualified (certifications, years of experience)
- What customers say about you (testimonials and reviews)
What to include:
- A summary of your services in plain language
- Your city, service radius, and any licenses or certifications
- Your business history (how long you’ve been in business, who founded it, etc.)
- Testimonials, media features, or awards
- A professional team photo if applicable
Tip: Don’t forget to update this page annually or whenever you add a new service or credential.
GEO is the new tactic that will help trades businesses stay visible in an AI-generated search. By adding content to your website like case studies, earning local mentions and backlinks, refining your About page, and optimizing your Bing Places listing, you make it easier for both humans and AI to understand what you do, where you do it, and why you’re the best at it.
And when AI can “see” your business clearly, you’ll start seeing more leads in return.
If you want to learn more about how to use GEO for your business, book a call with Digital Dynamo.