Podcast Episode Summary

To The Point - Home Services Podcast

Episode: Is AI the New SEO? How Contractors Can Win the Next Search Revolution
Date: November 11, 2025
Host: Chris of RYNO Strategic Solutions
Guest: Taylor Hewlett, Director of Training & Development at Rhino

Episode Overview

This episode focuses on a seismic shift in digital marketing: the rise of AI (especially ChatGPT and large language models) as a new frontier for search and discovery, and what it means for contractors in home services (HVAC, plumbing, electrical, roofing, etc.). Chris and Taylor break down how AI-driven search differs from traditional SEO, why it matters right now even if it feels early, and what practical strategies contractors can use to get ahead—before the next wave of change sweeps the industry.

Key Discussion Points & Insights

1. The AI Search Revolution: Why Contractors Should Care

• AI Changing Search Behavior: People increasingly use ChatGPT and similar tools to find solutions, not just traditional Google search. This is likened to the jump from Yellow Pages to websites.
  • “If you remember what SEO was back in the day and you’re like, I wish I would have done SEO so much sooner. Well, this is that moment.” —Chris (04:05)
• The Trust Factor: AI platforms like ChatGPT are “winning the trust game” because they present recommendations in a conversational, trusted-referral format rather than just a list of links.
  • “Using ChatGPT is literally like getting a referral from one of your good friends.” —Chris (13:09)

2. What AI Actually Looks At: The Innovation Lab Approach

• Rhino’s Innovation Lab: Cross-departmental experiments to determine what moves the needle for contractors’ visibility in ChatGPT results (“school science fair project” approach).
  • They tested changes on websites, FAQs, offsite reviews, and more, “to see what influences directly ChatGPT rankings.” —Taylor (06:18)
• Acceleration of Adoption: ChatGPT queries are rapidly increasing—even if a small share for now, “it’s growing fast, and you want to be everywhere someone can search.” —Chris (07:39)

3. How LLMs (AI) Use Trust & Content Differently Than Google

• Trust Works Differently in AI: While Google’s search is transactional and list-based, AI search is conversational—users trust its recommendations more instinctively.
  • “When was the last time you built trust with someone? You had a conversation with them. That’s what ChatGPT does well.” —Taylor (12:41)
• Impact on Getting Found: AI “does the research” for the user—consolidating what Google/yelp/social would provide into a single, easy answer.
  • “It took all those steps you might go through…and put it all in one.” —Taylor (15:40)

4. Practical Tactics to Win in AI Search

• Content Depth & FAQs Are Key: LLMs favor in-depth, customer-centric answers to real questions. FAQ content on your website is critical.
  • “Any question your customer might ask, they’re going to ask ChatGPT. If ChatGPT can find the answer on your website, you’re more likely to rank.” —Taylor (24:59)
• Don’t Ditch Google SEO: Old “keyword stuffing” is out—depth and natural language matter more. But Google and AI needs are different “and,” not “or.”
  • “Content in a way that’s still appeasing to Google, but also to LLMs. It’s an ‘and.’” —Chris (63:19)

5. Off-Site Signals: What Else Are AI Models Pulling?

• Critical Review Platforms: Besides your website, AI models reference reviews on sites like:
  • Better Business Bureau (BBB)
  • Angie
  • Three Best Rated
  • HomeAdvisor
  • Thumbtack (especially important due to OpenAI’s partnership)
  • “Start encouraging some reviews over to [these sites]…It’s going to help you rank.” —Taylor (31:07)
• Action Step for Small Contractors: Simply claiming your profiles on these platforms sets you apart. Then, start requesting reviews from happy customers on multiple sites.
  • “That one thing, you’ll already be a few steps ahead of the Goliath in your industry.” —Taylor (32:59)

6. Local Search & Proximity: How AI Differs from Google

• Google Relies on Old Map Data: GBP (Google Business Profile) uses static city-center data—AI search is more fluid (and currently less precise, but evolving fast).
• No Need for Phantom Offices: For AI, you don’t need a physical location in every city to rank. Winning in AI search is based more on relevant content and presence across review sites.
  • “You can win in places where you don’t have physical locations on the chat platforms by doing this.” —Chris (41:48)

7. Tracking & Attribution for AI Leads

• Referral Source is Traceable: When someone clicks your site from ChatGPT, you can see it in your analytics as a distinct referral/referrer code.
  • “We can see where customers are coming from and what language model, what AI tool they’re using…all the way down to revenue.” —Taylor (45:59)

8. Cost-Per-Lead & Monetization: The Next Frontier

• AI Leads are Low Cost: Currently, leads from ChatGPT come at a cost comparable to SEO, much lower than paid ads—“the modern day word of mouth.”
• Monetization is Coming: Eventually, platforms like ChatGPT Atlas will charge for sponsored placements. Those who are already visible will have an advantage.
  • “Eventually this thing is going to be monetized...and when they do, we’re going to be ready.” —Chris (48:04)
• Building the Foundation Matters: Early SEO adopters got the best return as platforms matured; the same will happen here.

9. What’s On the Horizon? Taylor’s “Crystal Ball” Predictions

• Strategic Partnerships to Track:
  • Thumbtack + OpenAI: Thumbtack is OpenAI’s exclusive home services partner. If you’re on Thumbtack, you’re better positioned for AI-driven recommendations.
  • Perplexity + Yelp: Early, but keep an eye on this partnership—Yelp data could be increasingly relevant to AI search results.
• Rapid Evolution: Everything is changing—even from one industry conference to the next, AI models shift which sources they trust and how they display results.

Notable Quotes & Memorable Moments

• “This is disruptive, but disruption creates opportunity.” —Chris (19:28)
• “SEO is not dead. SEO is now more important than ever and we have to look at it in different segments.” —Taylor (22:51)
• “This is a great opportunity for the smaller company to, for David to beat Goliath.” —Chris (32:15)
• “If you don’t go where your customers are going—which they’re going to ChatGPT—you’re going to miss out.” —Taylor (31:07)
• “This is the modern day word of mouth right here.” —Taylor (47:23)

Action-Oriented Takeaways for Contractors

Do This Now:

• Claim Your Profiles on relevant directories (BBB, Angie, Thumbtack, Yelp, etc.)
• Ask for Reviews from happy clients—spread them across multiple platforms, don't just focus on Google.
• Update Your Website: Add rich FAQs and conversational, customer-focused content addressing common search queries (resources: AnswerThePublic.com).
• Check Your Consistency: Make sure your Name, Address, Phone (NAP) info matches across all directories.
• Track Referrals: Use Google Analytics or similar tools to track incoming AI/ChatGPT traffic.
• Be Ready to Pivot: As AI platforms roll out paid options, having top visibility now will lower costs and drive more leads.
• Stay Informed: Keep up with new partnerships (e.g., Thumbtack/OpenAI, Perplexity/Yelp) that could shift the balance in AI recommendations.

Key Timestamps for Important Segments

| Timestamp | Topic/Quote | |-----------|-------------| | 04:05 | “If this seems boring, you’re already screwed…This is that moment where you got to pay attention to it.” —Chris | | 06:18 | How Rhino’s Innovation Lab works to influence ChatGPT rankings | | 09:13 | Industry’s confusion about AI—what does it actually mean for contractors? | | 12:41 | “ChatGPT really comes to the playground with trust… that’s why they’ve taken market share from Google” —Taylor | | 15:40 | “ChatGPT took all those steps and put it all in one…” —Taylor | | 24:59 | “If ChatGPT can go find the answer on your website…you’re more likely to rank.” —Taylor | | 31:07 | “ChatGPT pulls directly from the BBB, Angie…reviews there help you rank.” —Taylor | | 32:15 | “This is a great opportunity for the smaller company…for David to beat Goliath.” —Chris | | 41:48 | You don’t need a physical office in every city to win in ChatGPT results | | 45:59 | “We can see and map that journey directly with that attribution” (Tracking AI source in analytics) —Taylor | | 47:23 | “This is the modern day word of mouth right here.” —Taylor | | 54:11 | Taylor’s crystal ball: Thumbtack/OpenAI, Perplexity/Yelp partnerships | | 62:35 | “Biggest mindset shift…is how people interact online. It’s changing, and if you don’t get in front of it, you’ll get left behind.” —Taylor | | 63:19 | “Content in a way that’s still appeasing to Google, but also to LLMs. It’s an ‘and.’” —Chris | | 65:31 | “This is the modern day word of mouth. I love that phrase.” —Chris |

Closing Mindset: Don’t Wait—It’s “And,” Not “Or”

• Stay flexible and proactive: “If you don’t get in front of it, you’ll get left behind.” —Taylor (62:35)
• Be everywhere your customer might search: Google and AI platforms combined. Don’t wait to “get it perfect”—own your presence and start acting.
• This is the new word-of-mouth: Build trust and authority now, and you’ll reap the rewards as AI search explodes.

Relevant Resources:

• AnswerThePublic.com — For generating FAQs and content ideas
• Prolific Brand Design — Marketing partner shout-out for email/review campaigns
• [ChatGPT Power Ranking Report (as mentioned)] — Link in episode show notes and To The Point Podcast Facebook Page

Summary prepared using the conversational tone and specific insights found in the episode. For questions, visit the To The Point Podcast Facebook Page for actionable next steps and resources discussed by Chris & Taylor.