Welcome to the Haulers' Edge Issue #45: With the rise of AI-driven recommendations in tools like ChatGPT, Gemini, Claude, and Perplexity, businesses now have a new type of visibility to target—Generative Engine Optimization (GEO). GEO is about getting AI tools to recommend your business, product, or brand.
For years, we’ve relied on Google to show our business in search results, but that’s no longer going to be enough.
AI-driven platforms are the new go-to for many users, and more people are skipping Google to get answers directly from AI. You might have already noticed this shift, with AI becoming more prevalent in everything you do online.
This Is a Major Shift.
I don’t want to understate this—this is a major shift in how people will discover and interact with businesses. Those businesses that don’t adapt will be at a disadvantage unless they strategically pair GEO with SEO best practices in their organic search efforts. It’s not just about ranking high in Google anymore—it’s about making sure you show up when AI tools recommend services like yours.
Here’s why this matters 👇
Changing Behavior: Users are increasingly relying on AI to do their searches for them. Why? Because AI offers a tailored, instant answer without endless scrolling through search results.
AI is Becoming the Primary Search Tool: Think about it—how often have you asked a question in ChatGPT or another AI tool instead of Googling it? A simple search for “best junk removal service near me” now could lead straight to an AI-generated recommendation. If you’re not part of that list, you might not even exist in the eyes of that potential customer.
How This Could Look for Your Business
Imagine this scenario, someone asks an AI like ChatGPT or Gemini, “What’s the best junk removal service in Connecticut?” If your business isn’t optimized for GEO, you’re missing out on that potential customer. Your competitors might be showing up, simply because they’ve started optimizing for GEO—while you remain invisible.
Completely hidden. Like, people won't have the slightest clue you even exist.
Gone are the days of customers stumbling upon your website by accident or through organic search in the map pack. AI search is about filtering and selecting businesses based on quality signals that AI tools can interpret.
As more users rely on AI-driven answers, your business could easily fall way behind. The traditional method of SEO through organic search is still important, but it’s becoming increasingly harder to cut through the noise without adapting to these changes. The days of gaining business purely from organic discovery may soon be over.
Let’s put things in perspective: Google made $237.9 billion in ad revenue in 2023, accounting for 77% of its total revenue. While paid ads will continue to dominate Google’s ecosystem, the AI-driven search market is growing, and if you don’t start preparing for it, you’ll miss the boat.
And the shift will happen faster than you think.
This shift towards AI-driven search will likely take 1 to 2 years to fully unfold. But it may happen even faster than that. If you haven’t realized, people have already been using AI search tools like Apple Siri for years. Most people don’t even recognize that Siri is an AI search tool, but once they realize the time-saving benefits of AI-powered searches—like Google AI search—they will quickly adopt it. One day, people will suddenly start changing the way they search, and it will be permanent.
But let’s not kid ourselves—in business, 1 to 2 years, that’s the blink of an 👁️. Time moves fast when you're caught up in the day-to-day grind, and waiting for the change to come to you might leave you in the dust.
The Big Takeaway
AI-driven search is fundamentally changing how users search and how businesses are found. Ignoring this shift is a gamble—those businesses that embrace this new wave will emerge ahead, while those that don’t will struggle to survive.
The Harsh Reality: The Big Players Will Take Over
Without a clear strategy, smaller businesses will struggle to compete for exposure. It won’t just be about winning jobs—it’ll be about even getting seen in the first place. Franchises and lead generation farms with teams of SEO and GEO engineers are already investing in making sure they show up in every AI recommendation.
Your competitors who are investing in GEO will start dominating—not just in rankings but in actual recommendations from AI platforms.
If you don’t act now, you’ll not only miss out on customers, but you’ll also lose the chance to even submit an estimate—let alone win the job.
There’s no time to waste. The market is changing. AI search is here, and those who embrace it will lead the way. Will you be one of them?
You kept reading... this is good... this means you may be one of them... your next questions might be something like: So what in the world are we to do?
Have no fear 🙌 I got you covered ⛑️
Here's 12 Tips on How to Make Generative Engine Optimization (GEO) Work for Your Business.
Optimize for SEO and GEOSEO is essential, but AI-driven platforms like ChatGPT, Gemini, and Google’s AI Overview require additional effort.
Action: Optimize your website with location-based keywords (e.g., “best kitchen remodelers Austin 2024”), and use Schema markup to help AI tools understand your content better. This improves your visibility not only in search results but also in AI-generated recommendations.
Build a Strong Link ProfileAI tools often pull data from credible websites. The more reputable sources that link to your business, the more likely you’ll appear in AI-driven recommendations.
Action: Work on gaining backlinks from authoritative industry sites, local publications, and high-quality directories. This improves your website’s authority and increases the likelihood of being featured in AI-generated search results.
Create Extensive Content MarketingAI tools thrive on content and use it to build associations between brands and topics. The more content you produce, the better your chances of being recommended by AI.
Action: Publish relevant, valuable content consistently. Create blog posts, case studies, industry guides, and FAQs that answer common questions your customers ask. Make sure your content targets both broad and long-tail keywords that AI tools can associate with your business.
Optimize for AI OverviewsEven if your website is ranking well on Google, it might not show up in AI-generated answers unless you focus on GEO.
Action: Analyze AI-driven responses for relevant search terms in your industry. Tailor your content to answer these queries directly and in a format that’s easy for AI to process (e.g., concise lists, structured data, and Q&A formats).
Leverage AI-Specific ContentAI doesn’t just pull from your website—it scours the entire internet. To get noticed, you need to be present across various trusted platforms.
Action: Contribute to online forums, participate in Q&A sites like Quora, and publish guest posts on reputable industry blogs. This builds your online presence and increases the likelihood that AI will find your business relevant.
Update and Optimize Your Local ListingsAI tools often pull data from local business listings to provide answers to user queries. Ensure your business details are accurate and up-to-date across all relevant platforms.
Action: Regularly update your Google My Business profile, Yelp, and other local directories. Make sure your name, address, phone number, hours of operation, and services are consistent everywhere.
Leverage Customer Reviews and TestimonialsAI tools look at social proof, including customer reviews, when recommending businesses. Positive reviews can increase your chances of being featured in AI responses.
Action: Actively collect customer reviews on Google, Yelp, Facebook, and other platforms. Encourage satisfied customers to leave detailed testimonials, as these increase your credibility and visibility in AI-driven results.
Focus on Mobile OptimizationAI-driven tools are often used on mobile devices, and Google prioritizes mobile-friendly websites in its rankings.
Action: Ensure your website is fully optimized for mobile users. This includes fast load times, easy navigation, and a responsive design. A mobile-optimized site boosts your chances of being pulled into AI overviews, where mobile-friendly content is favored.
Track AI Performance and AdjustAs AI evolves, your SEO and GEO strategy should evolve too. Tracking how your business appears in AI-driven responses can help refine your approach.
Action: Regularly monitor how your business is appearing in AI responses. Use tools like Google Analytics and AI search performance trackers to gather data on your visibility and adjust your content strategy accordingly.
Engage in Social Media OptimizationAI tools pull information from social media to understand your business and the relationships you build with customers.
Action: Be active on platforms like LinkedIn, Facebook, and Instagram. Share valuable content, engage with followers, and participate in conversations relevant to your industry. The more your brand is mentioned across social media, the more likely AI tools will recognize your business.
Optimize for Voice SearchWith voice-activated AI tools like Siri and Google Assistant becoming more popular, optimizing for voice search is crucial.
Action: Use natural language in your content that mirrors the way people speak. Include long-tail keywords and phrasing that align with voice search queries, as AI-driven voice assistants often prefer conversational content.
Stay Ahead of AI TrendsAI is constantly evolving. Keeping up with the latest trends can give you a (Haulers') edge over competitors.
Action: Stay informed on new AI developments, particularly in search algorithms and AI-driven recommendations. Read industry news, attend webinars, and experiment with new AI tools that could benefit your business.
Getting ahead of GEO now will put your business in a prime position as the market shifts to AI-driven search. Don’t wait—start building your AI-friendly online presence today and stay ahead of the competition.
See you again on Sunday✌️
P.S. I'm considering putting together a service to help small service businesses navigate this new trend and stay ahead. If you're interested in learning more, just hit reply and let me know.
Justin Hubbard
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