📪 HH #84: where is the future of search heading?
- Justin Hubbard
- Jun 8
- 6 min read
TL;DR – AI is changing how people search. Adapt now or get left behind.
People are using platforms like ChatGPT and Perplexity instead of Google to search — because they get clear, helpful, conversational answers without digging through a bunch of links and popups.
Google’s trying to catch up with AI Overview, but it’s still clunky and defensive. Meanwhile, search behavior is shifting fast — and if you’re in the home services space, that impacts your ability to get found.
Here’s what to do right now:
Answer real questions on your site in plain language
Use headers, bullets, and FAQs so AI (and people) can skim easily
Add schema markup so AI tools understand your info
Optimize your Google Business Profile — AI pulls from it
Create helpful content that’s specific, authentic, and jargon-free
Test AI tools yourself — see if you show up when people search
This isn’t about chasing trends.It’s about showing up where your customers are already looking.Win on Google. Win in AI. Be everywhere.
With all these new large language models (LLMs) hitting the market — ChatGPT, Perplexity, Claude, and more — you’ve probably noticed something:
People are starting to turn to AI platforms instead of Google for everyday searches.
And it makes sense.
They get better answers.
They can ask follow-ups.
They can dig deeper.
They get a conversation — not just a list of links.
That’s something Google’s never really offered... until recently.
Google’s Response: AI Overview
Google is rolling out its own version of AI-powered search — called AI Overview.
It generates a short summary at the top of search results, pulling from different sources to give users a direct answer without clicking around.
But honestly, it’s not on the same level as ChatGPT or Perplexity.
You can’t talk to it.
You can’t ask clarifying questions.
You can’t have a real back-and-forth.
Google is still playing defense. They’re trying to balance AI innovation with protecting their ad revenue and their traditional search model.
And that matters — especially for businesses that depend on local search for new leads.
Why This Matters for Home Service Businesses
If you’re in the junk removal, dumpster rental, or any home service business, your biggest customer acquisition channel is still online search.
Word-of-mouth is powerful — but Google is still how new money finds you.
Today, 90% of all searches still happen on Google. But will that be the case in a few years?
Search habits are changing fast. And if you don’t adapt early, you’ll get left behind when AI becomes the default.
Why People Are Using AI to Search
AI platforms are growing fast because they offer something people want: a better experience.
No more:
Clicking through 10 tabs
Scanning websites full of ads and popups
Wondering which link to trust
Instead, they just ask:
“How much is junk removal in Stamford?”
“Who’s the best dumpster rental company near me?”
“Do I need a permit to put a dumpster in my driveway?”
And they get a clear, helpful, conversational answer. That’s why AI search is exploding — even if the current market share is still small.
What Should You Do Right Now?
So there is some good news. A lot of what you’re already doing to rank on Google still helps you show up in AI results, too — if you do it right.
Here’s what to focus on:
1. Answer Real Questions on Your Website
Don’t just list your services. Write content that answers specific questions your customers are asking.
Think:
“How much does junk removal cost in [Your City]?”
“Do I need a permit to rent a dumpster?”
“Can I put a mattress in a dumpster?”
Write your answers in plain language. That’s what AI models scan for — helpful, conversational content that matches how people talk.
2. Structure Your Site for Both AI and Google
Make your content:
Skimmable
Organized with headings and bullet points
Easy to read on mobile
Pro Tip: Add FAQ sections to your main service pages. Google loves them. AI tools scrape them.
3. Add Schema Markup to Your Website
This one’s more technical — but crucial. Schema markup is a type of code that tells AI tools what your content means, not just what it says.
With schema, you can label:
Your location
Your reviews
Your services
Your pricing
Your hours
Your FAQs
You don’t need to code it yourself — just ask your web developer or digital marketing specialist to install it. It’s one of the easiest ways to speak AI’s language. If you need a guy, reply to this email and I'll make an intro with my go to company.
4. Keep Dominating Local Search
Even with AI on the rise, local SEO still matters big time. Make sure your Google Business Profile is:
Fully optimized
Packed with reviews (with photos if possible)
Loaded with real job photos
Updated regularly
AI tools often pull from Google Business listings when answering local service questions. If your profile is solid, you’re more likely to be included in those AI-generated responses.
5. Write Content That’s Actually Helpful
Skip the nonsense. No one cares about corporate jargon. They want the info they need, and fast!
Break down your process.
Explain how pricing works.
Tell people how to prep for your arrival.
Answer weird or niche questions.
Use real examples from your jobs.
The more authentic, specific, and helpful your content is, the more trustworthy it looks to both AI models and human readers.
6. Test It Yourself
Open ChatGPT or Perplexity and ask:
“Best junk removal company in [Your City]”
“Dumpster rental near me with same-day availability”
“Is [Your Company Name] reliable?”
See what comes up.
If you’re not mentioned or linked — that’s your clue to improve your online presence and content depth.
Final Thought
Search isn’t dying. Google’s not going anywhere... probably ever. But the way people search is changing — fast. And it's really not about chasing trends. It’s about staying in front of the people who are already looking for you, wherever they’re looking.
Set your business up to win on both fronts:
Traditional Google search
The new AI-driven search landscape
Because the companies who show up in both will be the dominators of the future
Justin Hubbard
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