There’s a live GEO master class today with Will Scott (Oct 7, 11:00 am–4:45 pm ET) geared to HVAC, plumbing, and electrical contractors, with discounts and recordings available. GEO is explained as optimizing your content so AI-driven summaries pick your business by being the clearest, most helpful, and most trustworthy answer. The class covers fundamentals like scannable, structured service pages, natural-language keyword coverage, competitive gap analysis, brand authority signals, measurement proxies, and future-proofing. A 30-day playbook emphasizes audits, building concise “answer blocks,” posting job recaps, boosting trust signals, and tracking calls to convert visibility into booked jobs. Ongoing effort is modest (4–6 hours/month), using FAQs from call logs and field photos for practical, local content.

GEO Training Today: What Contractors Actually Need (Calls, Not Clicks)

TL;DR: There’s a live Generative Engine Optimization (GEO) master class today with Will Scott (Oct 7, 11:00 am–4:45 pm ET). If you run HVAC, plumbing, or electrical, treat GEO as “be the answer” for AI results. Focus on service-page clarity, trust signals, and FAQs that match how customers actually talk. Good training, but only worth it if you turn it into booked jobs. Discounts available (15% multi-class, up to 20% group) and recordings provided.

What “GEO” Means in Plain Contractor English

Generative Engine Optimization is just optimizing your brand and content so AI-driven answers (think Google’s AI Overviews, Bing Copilot, and chat-style results) choose you as the recommended provider. It’s not magic. It’s the same fundamentals we’ve always used for local service lead-gen—only now the “gatekeeper” is an AI summary. The play hasn’t changed: be clearer, be more helpful, be more trustworthy than the next shop. If you do that, you’ll show up when AI compiles answers.

What the Class Covers—and What Actually Drives Calls

• Fundamentals of GEO: Translation: Build pages that directly answer “replace vs. repair,” “what it costs,” “how fast you can get here,” and “is there a guarantee?” The more you mirror real homeowner questions, the more AI surfaces your content.
• Content optimization for AI platforms: Use structured, scannable content. Clear headings, short answers, checklists, and plain language. Add schema where it helps. AI assistants love content that’s easy to lift and cite.
• Keyword evolution + natural language: People search like they talk. Capture symptom phrases: “ac smells musty,” “breaker keeps tripping,” “water heater clicking.” Tie symptoms to service, pricing expectations, and next steps.
• Competitive analysis for AI visibility: Spy your top 3 local competitors and identify gaps: missing service areas, thin FAQs, no proof (photos, reviews, licenses). Then fill those gaps with better answers.
• Brand authority and trust: For trades, this is your fast lane. Display license numbers, insurance, real tech bios, trucks, shop address, manufacturer affiliations, and review snippets. AI favors credible signals.
• Measurement and optimization: Tracking AI answers is still murky. Use proxies: increases in branded search, Google Business Profile calls, Local Services Ads bookings, and organic call tracking. Monitor service-area impressions and form fills.
• Future-proofing: Keep NAP consistent, maintain service-area pages, update seasonal content, and post job recaps. The shop that publishes steady, credible answers tends to win the AI summary more often.

If You Attend: A 30-Day GEO-to-Calls Playbook

1. Baseline audit (2 hours)
   • Google Business Profile: categories, services, service areas, hours, messaging, and 10 most common FAQs answered in the profile.
   • Local Services Ads: verify licenses, request review surge, check booking rate and disputes.
   • Website: one strong page per money service (AC repair, drain clearing, panel upgrade) with pricing ranges, timing, warranties, and photos.
2. Build “Answer Blocks” (4–6 pages, 90 minutes)
   • Each page gets: Problem symptoms, When to DIY vs. call, What we check, Typical costs/time, What can go wrong if ignored, Local proof (photos + review), and Next-step CTA with phone number.
   • Keep answers short and specific so AI can quote them.
3. Publish Job Recaps (1 hour/week)
   • Three recaps weekly: location, issue, fix, parts, time-on-site, before/after photo, and a homeowner quote if possible. These feed both local SEO and AI snippets.
4. Trust signal boost (60 minutes)
   • Add licenses, insurance, BBB/utility affiliations, tech certifications, and financing badges to service pages and your footer. AI prioritizes verified, safe choices.
5. Track what matters (30 minutes setup)
   • Unique call tracking on organic pages, GBP call reporting, LSA bookings, and branded search volume. Review weekly for trend lines, not day-to-day noise.

Time and Budget Reality

• Time: 4–6 hours/month to maintain—one office manager or marketer can own it.
• Content source: Pull FAQs from CSR call logs and tech photos from the field. No need for a novelist; you need clear, local, practical answers.

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