If you run a service business today, you’ve probably noticed how search results feel different. Google, Bing, and even AI platforms like ChatGPT no longer simply match keywords with pages.
They interpret intent, analyze context, and deliver direct answers through overview panels and conversational results. This shift has changed the way I approach SEO for my clients at SEOglaze. Over the last 2 years, I’ve tested strategies across ecommerce, therapy, and plumbing. Some sites adapted quickly and gained visibility in AI-driven search. Others saw up to a 16% loss in organic traffic because they did not.
In this article, I will share the lessons from those tests, explain what worked and what failed, and give you a roadmap you can apply to protect and grow your presence in this new environment.
Why AI Search Is Reshaping SEO?
The old formula of keyword targeting and backlink chasing is not enough anymore. AI-powered search engines reward expertise, authority, and relevance. In 2023, I ran tests comparing keyword-heavy service pages to pages structured around intent. One Boston plumbing site originally had a page optimized for “plumbing repair Boston”. We rebuilt it with content that answered real emergency questions, highlighted reviews, and showed proof of licenses. Within ninety days that page began appearing in AI overviews, and the client saw a 12% increase in booked calls.
Personalization is another driver. A therapy client added location-based calls to action, insurance details, and segmented service offers. Conversions rose by 18% because the site felt more relevant and trustworthy. AI now tailors search results to user behavior and geography, and if your site does not provide a clear and useful experience, it risks being ignored.
What My Client Tests Showed?
Between 2023 and 2025, I worked with 25 service businesses across different industries. Each month, we audited with Screaming Frog and SEMrush. We tracked organic traffic, conversions, and whether content appeared in Google’s AI overview panels. The trend was clear. Businesses that used structured content, schema markup, and intent-driven pages saw traffic lifts between seventeen and 25% and conversion gains between 11 and 8%.
An ecommerce client who restructured their blog into topic clusters doubled their presence in overview panels within 6 months. In contrast, brands that leaned too heavily on AI-generated content without expert oversight lost visibility after Google’s SGE updates.
The message is simple: AI search rewards depth, clarity, and proof while punishing thin or generic content.
How I Adapt Strategies for Clients?
The first step is always a technical and trust audit. Using Screaming Frog and SEMrush, I look for broken links and crawl errors. At the same time, I evaluate signals of expertise and trust. A therapy practice we worked with had no author bios or license details visible. Adding them along with insurance partners and awards lifted branded mentions by 19% in three months.
Content reshaping comes next. Instead of repeating keywords, I build pages that directly answer the questions users are asking. A Boston plumbing site improved booked calls when we pulled FAQs from real customer calls and displayed them as conversational answers. Within sixty days those responses were pulled into Google’s overview panels.
Local optimization is equally important. Keeping a Google Business Profile updated with weekly posts, photos, and service details often delivers results faster than backlinks. A wedding venue client with multiple locations saw a 22% increase in bookings after we created location-specific pages with fresh galleries and direct booking calls to action.
Finally, schema has become a non-negotiable. Adding FAQ, Service, and LocalBusiness schema repeatedly made the difference between being featured in AI search results and being invisible.
Omnichannel Visibility Matters
One mistake I see businesses make is thinking SEO is only about Google. The truth is, AI search engines pull signals from many sources, Reddit threads, YouTube videos, Quora discussions, and even TikTok tutorials. I’ve seen AI overviews cite Reddit answers alongside official websites. If your brand isn’t present on those channels, you’re leaving visibility on the table.
For example, one ecommerce brand I worked with began publishing short “how-to” videos on YouTube and answering common questions on Reddit. Within months, those assets were showing up in AI-generated results. Discovery is no longer limited to Google; it’s happening across platforms, and AI connects the dots.
The Role of Branded Search
Another factor that’s becoming more important is branded search. Large language models don’t just check your site; they look at how your brand is mentioned across the web. If you’re consistently referenced on local news sites, industry associations, podcasts, and even social channels, your chances of being included in AI summaries go up.
In my own work, I’ve seen a direct correlation between branded search volume and AI panel visibility. A therapy client whose name started appearing in insurance partner directories and medical blogs gained more mentions in Google’s AI summaries. On the flip side, businesses with weak brand signals struggled even if their content was technically sound. Building authority across multiple platforms is now as important as optimizing your own website.
How Niche Strategy Changes the Outcome?
Different industries need different tactics. Wedding venues perform best when their pages showcase visuals and availability. Updating galleries, embedding booking buttons, and applying Event schema increased AI panel visibility for one client by 29%.
Therapy practices benefit from displaying credentials, licenses, and insurance partners. When we made compliance and privacy policies more prominent, one site saw a 15% rise in conversions and a 19% increase in branded mentions.
Plumbing clients depend on urgency. Creating 24 hours emergency service pages, adding seasonal advice such as frozen pipe repair in January, and highlighting licenses produced a 17% increase in AI overview impressions and a 12% rise in calls for a Dallas client.
Measuring What Really Matters
The only way to know what works is to measure. For my clients, I build dashboards that combine Google Search Console, GA4, and call tracking. This shows not just traffic but actual leads and conversions. Tools like Local Falcon reveal how the business appears in different parts of a city, while GBP Insights shows how photos, reviews, and posts are performing.
One mistake I see repeatedly is focusing only on backlinks. In our campaigns, improvements in Core Web Vitals and proper schema often delivered more growth than adding new links. Links still play a role, but AI search cares more about context, proof, and usability.
Common Pitfalls
The most dangerous pitfall is relying fully on AI-generated content. Without expert oversight, these pages fail. Another mistake is ignoring local proof. Reviews, testimonials, and licenses consistently decide which business wins in AI results. Finally, many businesses neglect updates. In AI search, freshness matters. Pages left untouched lose relevance quickly.
A Practical 30/60/90 Day Roadmap
In the first month, I recommend running a complete technical audit, fixing Core Web Vitals, adding schema markup, and making sure your Google Business Profile is complete.
By 16 days, you should restructure your most important service pages with FAQs, conversational answers, and internal linking to supporting subtopics. Add service area pages and update testimonials.
By 19 days, begin publishing niche-specific blog content. For plumbers that might mean seasonal repair tips, for therapists insurance and compliance guides, and for wedding venues updates on availability or new photo galleries.
At the same time, secure local authority links through sponsorships and industry associations.
Final Thoughts
What I’ve learned from running these tests is that AI search does not eliminate SEO. It simply raises the bar. Businesses that show real expertise, display proof, build content around intent, expand visibility across multiple channels, and strengthen branded search authority earn visibility in AI panels and conversational results. Those that ignore these shifts lose ground.
If you want to understand exactly where your business stands today, I’d be happy to run a full audit and show you what your next ninety days should look like. That’s what we do at SEOglaze every day for service brands that want to stay ahead.
