The article argues that whether you call it SEO or GEO, the goal remains to meet homeowner intent quickly and credibly to drive calls and booked jobs. It emphasizes that AI-driven information engines make optimization broader, focusing on being selected by both algorithms and humans. Core fundamentals still matter: technical performance, relevance, trust signals, user-first content, and local optimization. It provides practical guidance to win inclusion in AI answers and a 30/60/90-day plan for contractors to improve visibility and conversion.

SEO, GEO, or “Get the Damn Phone to Ring”: Why Optimization Still Pays

TL;DR — Call it SEO or GEO, the label doesn’t matter. What matters: showing up where homeowners decide, answering their questions fast, and turning visibility into booked jobs. Fundamentals still win.

Forget the label—optimize for decisions, not clicks

Search is changing. AI summaries, “Overviews,” and chat-style engines are reshaping how people get answers. Fine. Homeowners still want the same thing: a fast, trustworthy solution when the AC dies or a pipe bursts. Whether we call it SEO or GEO (Generative Engine Optimization), the job remains: meet intent quickly and credibly so the customer calls you.

I’ve run PPC for contractors for two decades, and here’s the truth: the interface changes, but the money flows to whoever adapts fastest while sticking to fundamentals. Don’t get distracted by acronyms. Focus on outcomes—calls, booked jobs, revenue.

The fundamentals still carry the load

• Technical excellence: Fast site, clean structure, crawlable content, no index bloat, proper internal linking.
• Relevance: Match pages to intent—service, symptoms, pricing expectations, emergency vs. routine.
• Authority and trust: Real photos, licenses, reviews, guarantees, financing options, service area clarity.
• User-first content: Speak homeowner, not technician. Give next steps and clear CTAs—phone front and center.
• Local signals: Google Business Profile (GBP) optimized, NAP consistency, strong review velocity and response.

From search engines to information engines

AI-driven “information engines” pull answers from multiple sources, sometimes without a click. That doesn’t make optimization less relevant; it makes it more comprehensive. You’re optimizing not just to rank, but to be selected—by algorithms that summarize and by humans who skim.

How to show up in AI answers (and win the call)

• Structured clarity: Use clear headings, FAQs, and schema (LocalBusiness, Service, FAQPage). Make it easy to quote you.
• Evidence of expertise: Explain diagnostics, “when to repair vs. replace,” and safety notes. Back it with reviews and credentials.
• Location precision: City/zip pages that aren’t fluff—actual crew coverage, local testimonials, and real-time availability language.
• Conversion everywhere: Phone, text, and booking links visible on every page. AI may shrink the click pool—convert harder.

Content that wins—human or AI

Most consumers are neutral or positive about AI-generated content if it actually solves their problem. Translation: they don’t care who wrote it; they care if it helped them decide. Use AI to draft, but publish like a pro:

• Service pages that answer cost ranges, timelines, and what’s included.
• Symptom pages (“AC blowing warm air,” “breaker keeps tripping”) with diagnostic steps and clear next moves.
• Seasonal readiness guides tied to promos and capacity.
• FAQs that map to spoken questions and “People also ask” patterns.

Edit for accuracy, add your photos, prices, warranties, and local proof. That’s how content earns trust—and selection in AI answers.

Community, transparency, and healthy debate

Credit to Search Engine Land: they’re leaning into community-driven discussion about where SEO/GEO is headed. Good. We need evidence, not hype. Share what’s working, be transparent about what isn’t, and keep testing. There are multiple interpretations of this new landscape; the market will keep us honest.

What contractors should do next (30/60/90)

1. Next 30 days: Speed audit, compress images, fix broken internal links. Refresh GBP: hours, services, service areas, products. Add 10 real photos. Turn your top 5 “money” pages into skimmable, FAQ-rich content with a clear phone CTA.
2. Next 60 days: Build or tighten location pages (unique reviews, crew notes, coverage map). Add Service and FAQPage schema to core pages. Capture and publish 10 new reviews with job-specific keywords.
3. Next 90 days: Publish symptom-driven content tied to peak season. Create a “repair vs. replace” guide with financing and warranty details. Implement call tracking and form tracking with UTM standards so organic vs.

The future of SEO: Why optimization still matters, whatever you call it