Something significant is happening in how people find local businesses — and most tradespeople don’t know about it yet. AI search tools like ChatGPT, Google’s AI Overviews (formerly SGE), and Perplexity are starting to answer local service queries directly, sometimes without the user ever clicking on a website.

This isn’t a future trend. It’s happening now, and it’s already changing how customers find plumbers, electricians, roofers, and other tradespeople.

What Is AI Search?

AI search refers to search engines and tools that use large language models (LLMs) to generate direct answers to user queries, rather than just showing a list of links. The main ones affecting trades businesses right now are:

  • Google AI Overviews — a block of AI-generated content that now appears above the traditional search results for many queries. Google pulls information from websites it trusts and summarises it directly on the results page.
  • ChatGPT (with browsing) — when users ask ChatGPT questions like “who are the best roofers in Leeds?”, it can browse the web and recommend businesses based on reviews, website content, and online reputation.
  • Perplexity AI — a search engine powered by AI that gives direct answers with cited sources.

Why This Matters for Trades Businesses

Imagine a homeowner searching “best plumber in Bradford”. In the old world, they’d see a list of websites and click through to compare them. In the new AI search world, they might see an AI-generated response that says: “Based on reviews and local presence, [Business Name] is highly rated for plumbing services in Bradford, with 4.9 stars across 87 Google reviews and specialism in emergency call-outs.”

If your business is the one being recommended, you get a call. If it’s your competitor, they do.

The businesses that get recommended by AI tools are not necessarily the ones who rank #1 in traditional organic search. AI systems look for different signals — and this creates both a threat and an opportunity for early movers.

What Signals Do AI Systems Use to Recommend Local Businesses?

Based on what we know about how these systems work, AI tools appear to weight:

  • Review volume and quality — AI systems read Google reviews and use them as a primary trust signal. A business with 100+ genuine 5-star reviews is far more likely to be recommended than one with 12.
  • Consistent business information — AI tools cross-reference your name, address, and phone number across the web. Inconsistencies create uncertainty and lower the chance of a recommendation.
  • Website content quality — AI needs to be able to read and understand what your business does, where you operate, and why you’re trustworthy. Thin, vague website content hurts your chances.
  • E-E-A-T signals — Expertise, Experience, Authoritativeness, and Trustworthiness. Google explicitly uses these to evaluate content quality, and they flow into AI recommendations too.
  • Schema markup — structured data on your website helps AI systems understand exactly what you do.
  • Brand mentions — how often is your business mentioned across the web, in forums, news sites, trade directories, and social media?

How to Optimise Your Trades Business for AI Search

1. Build Your Review Arsenal

This is the single most impactful thing you can do. Start a systematic programme of asking every satisfied customer for a Google review. Don’t just wait for them to come in — text them a direct link, make it easy. AI tools heavily weight review volume and sentiment.

2. Make Your Website Content Comprehensive and Clear

AI needs to be able to read your website and understand exactly what you do, where you do it, and why you’re credible. That means proper service pages for each trade you offer, clear area coverage, your qualifications and accreditations, and case studies or before/after content.

3. Add Proper Schema Markup

Schema markup is code that sits in the background of your website and tells search engines (and AI tools) structured information about your business — your name, address, service areas, review rating, and more. Most trades websites don’t have this. It’s a significant competitive advantage.

4. Get Listed and Consistent Everywhere

Make sure your business name, address, and phone number are identical across Google Business Profile, Yelp, Checkatrade, TrustATrader, and every trade directory. AI tools cross-reference this information.

5. Build Your Brand’s Web Presence

AI tools see your business as more authoritative when other sites mention you. This means PR, trade directory listings, supplier pages, local community sites, and any other online mentions all contribute to your AI search visibility.

Is This Worth Worrying About Now?

Absolutely. The trades businesses that start building AI search visibility now will be significantly ahead when this fully becomes the norm. The strategies aren’t complex — they build on good SEO fundamentals — but they need to be intentional and consistent.

At Grwthhub, AI Search optimisation is now one of our core service areas. We help Yorkshire trades businesses get found not just on traditional Google, but in AI-generated results too.

Learn more about our AI Search service or book a call to discuss your AI search strategy.