Prospect Genius

Leer en español

You’re already doing the hard part: showing up and fixing the problem. This strategy just adds one extra minute per job. Pull out your phone, hit record, and let someone else handle the rest. No editing. No uploading. No typing required.

That one extra minute will do more to build trust and generate leads than most paid ads ever will.

Here’s how to make it happen, step-by-step.

Step 1: Record Your Outro (One-Time Setup)

Before you ever film a job, record a short video (or even just voice) clip that will be reused at the end of every video. This is a one-time task.

Use a simple script like this:

“If you need help with your HVAC, give Bob’s HVAC a call. We’ve been proudly serving the Houston area for over 15 years. Visit www.bobshvac.com or call 123-456-7890.”

Record this audio in a quiet place. Your truck works great.

Whoever is editing your videos can place this voice-over on top of a static image of your logo. You do not need to be on camera for this part, although showing your face can help build extra trust if you are comfortable with it.

Once this is done, you never have to think about it again.

Step 2: Set Up Your Social Accounts (One-Time Setup)

You need accounts on the following platforms: Facebook, Instagram, TikTok, and YouTube.

If setting these up feels annoying or like a waste of time, hand it off. Your office staff, your kid, your niece, a marketing company, any of them can knock it out. Just get it done once and you’re set.

Pro Tip: It’s best if these are not your personal accounts. That way, you can hand the login to someone else without giving them your personal social media accounts.

Each platform hits a different crowd. Facebook is where the Boomers and Gen X hang out. Instagram catches the Millennials. TikTok is all Gen Z. And YouTube is a solid mix of everybody, so don’t skip that one.

Step 3: Record 3 Quick Clips Per Job

This is the only ongoing work you personally need to do.

It takes less than one minute per job.

For each job, record three short clips on your phone:

Clip 1: Arrival (10 to 15 seconds)

Show the problem and explain what the customer reported.

“Just arrived at a home in Houston. The customer says their AC unit is making a loud clanking noise when it turns on.”

Clip 2: Diagnosis (10 to 15 seconds)

Explain what you found.

“We found the issue. The fan motor is failing and needs to be replaced.”

Clip 3: Finished Fix (10 to 15 seconds)

Show the result.

“New motor is installed and running smoothly. This should last another 10 to 15 years.”

That’s it. Less than one minute of total footage.

Just make sure there is enough light to clearly see what you are filming. If you are in a basement or utility room, turn the lights on first. Speak at a normal volume. The video does not need to be polished or professional.

IMPORTANT: Make sure the customer isn’t in the shot, and don’t say their name or address unless they gave you permission.

Step 4: Hand Off Everything Else

Once the clips are recorded, you are done.

Send the video files and your saved outro audio to whoever is handling editing and posting. This could be:

• Your office manager
• Your kid, niece, or nephew
• A freelancer
• A marketing company

Along with the files, send a short note like this:

“Furnace blower motor replacement in Houston, TX. Customer reported loud noise on startup. Replaced motor and tested system. Working properly.”

That note gives them everything they need to write the description, including:

• Your company name
• Phone number, website, and address
• Service performed
• City and state

You do not need to edit, post, or log into social media.

Start With One Video Per Week

Start simple. Just one video per week.

Once you see how easy it is and start seeing more visibility and leads, you can work your way up to two or three videos per week.

Even at one per week, you will:

• Increase your online visibility
• Build trust before the phone ever rings
• Strengthen your reputation
• Improve lead quality and close rates

Final Thought

People trust what they can see. And nothing shows you’re the real deal like a quick video of you showing up, finding the problem, and fixing it.

It takes less than a minute on-site to record a few short clips. That’s all it takes to build trust and stay visible online—without spending hours messing around with social media.

And if you don’t want to deal with editing or posting, you don’t have to. Just send the video files to someone else (your kid, your office manager, your marketing person) and get back to work.

Start with one video per week. You’ll stay top-of-mind in your area, attract better leads, and close more jobs. All from one extra minute on the job.

Leer en español

If you’ve been noticing fewer website visits lately, it’s not just you. Last year Google continued to expand its roll-out of AI Overviews (AIOs), and it has been impacting search traffic in a big way. These AI-generated summaries that appear at the top of more and more searches are certainly convenient for users, but it’s starving websites of the clicks they depend on.

This patterns might sound a bit familiar, because it’s just like the Local Service Ads (aka Google Guaranteed) that they rolled 10 years ago. We watched in horror as many of our clients saw 50% of their organic traffic vanish thanks to that pay-to-play program. They pushed organic results further down the page, and businesses had to pivot fast. AIOs are doing something similar, but this time it’s likely going to be more severe.

But here’s the thing: big shifts like this are both a threat and an opportunity. If you’re smart about it, your business can actually benefit from AIOs by becoming the go-to source these summaries pull from. It’s all about getting cited, showing authority, and being clear, helpful, and trustworthy online.

The Reality Check: AIOs Are Taking Over, and Taking Clicks with Them

Here’s what the data says as of early 2026:

• 58.5% of U.S. Google searches now end without a click (according to SparkToro), and AI Overviews will likely push that even higher this year.
• Organic click-through rates have dropped 60% (according to Seer) since mid-2024 on AIO-heavy searches.
• But there’s a silver lining: According to Seer, being cited in the AIO is correlated with a 35-91% higher click-thru rates. When users do engage, those clicks tend to be higher quality.

So yes, you may be losing some top-of-funnel traffic, like people searching “how to patch drywall.” But if your business gets cited as the expert source, users who do click are more likely to trust you and take action. That’s a big double win. You’re likely losing out on the lower-value time-wasters, but gaining the high-value contacts that drive sales.

E-E-A-T: Your Secret Weapon as a Local Expert

If you’ve read our past articles, you know how important EEAT is: Experience, Expertise, Authoritativeness, and Trustworthiness. EEAT is to AI Optimization what keywords were to SEO.

Here’s how to show Google (and customers) you’ve got it:

• Experience: Share real stories. “As a plumber in Tampa for 18 years, I’ve seen every kind of pipe burst imaginable.”
• Expertise: Add bios to your site with certifications, licenses, awards, and specialties.
• Authoritativeness: Get featured on other local sites, earn positive reviews, and publish content people actually find helpful.
• Trustworthiness: Use clear contact info, show before/after photos from real jobs, and include testimonials.

Pro tip: A photo of a job site is worth a thousand stock photos.

Write for Questions and Answer Them Right Away

AIOs love content that directly answers user questions. That means your blog shouldn’t just be a wall of text, it should be a helpful resource structured around real questions.

Try this format:

1. Start with a direct 1-2 sentence answer.
2. Then go deeper with more detail.
3. Use clear headings, bullets, and visuals.

Example topics that work great:

• “How Much Does a Bathroom Remodel Cost in Charlotte in 2026?”
• “Is It Better to Repair or Replace an Old Furnace?”
• “What’s the Best Type of Roof for Rainy Climates?”

Free tools like AnswerThePublic or Google’s “People Also Ask” can help you find these kinds of questions fast.

Of course, we can also help you with this task. Our AI Quickstart includes an FAQ page that comes with all the proper structure and markup.

Use Structured Data (Don’t Worry, It’s Easier Than It Sounds)

Before you let your eyes glaze over, just know that this portion is very easily outsourced to a digital marketer. In fact, we help people with this all the time. Many people slap together the basic info they want and then turn it over to us to just clean it up and add the techy, back-end stuff. For those of us who speak geek, it’s quick and painless. That translates into inexpensive to outsource for you.

If that describes your perspective on this topic, head over to our AI Quickstart page and start there.

But if you’re feeling brave, here’s the gist:

Structured data (also called schema markup) helps AI understand your content. And more importantly, it can increase your chances of being the cited source in the AI Overview.

Just head over to Schema.org and learn about how to do these types of markup:

• FAQ schema on pages that answer common questions.
• HowTo schema for walkthroughs (like “how to unclog a sink”).
• LocalBusiness schema for your business data.

Bottom line: Schema makes your content AI-readable, and that means more chances of getting cited.

Double Down on Your Google Business Profile (GBP)

Don’t overlook your Google Business Profile. AIOs are increasingly pulling from local data, and your GBP is a key signal.

Make sure you:

• Add your services, pricing, Q&A, and photos.
• Keep your Name, Address, and Phone (NAP) consistent everywhere (exact, to the letter.)
• Encourage customers to leave reviews, especially detailed ones.

Think of your GBP as your digital storefront. If it’s complete and active, you’re sending the right signals to both people and AI.

This is another place where you can very easily and inexpensively outsource to a pro. Our GBP Optimization service exists for exactly this reason.

Use Original Visuals and Unique Local Insights

AIOs favor content that looks and feels real. That means:

• Job site photos
• Before/after shots
• Local data or stats (“We’ve installed 500 water heaters in Austin since 2015”)
• Visual breakdowns using Canva or similar tools

These are the kind of things that make your site stand out from generic competitors, and give AIOs something solid to cite.

Rethink What Success Looks Like in 2026

Yes, traditional traffic may dip. But that doesn’t mean you’re not winning.

New things to track:

• Are you seeing more branded searches? (People Googling your name?)
• Is your direct traffic going up?
• Are more people calling from your GBP?
• Are you getting cited in AIOs?

The goal isn’t just clicks. It’s trust, visibility, and leads, and AIOs can still drive all three when you play it right.

Final Thoughts: Adapt or Be Invisible

Like every big Google update, this one is a shake-up. But it’s not the end… it’s a turning point.

Yes, you may need to lean a little more into paid ads. Yes, you’ll need to tighten up your content and stay sharp about your local authority. But those who rise to the top will stay at the top.

This is your moment to stand out as the go-to expert in your area. Not just for people, but for the AI that’s now shaping what people see first.

Ready to get cited?

Let’s make 2026 the year your business doesn’t just survive, it leads.

Need some assistance, or just prefer to outsource this stuff? We’ve been working with contractors and service pros for years, and we’re already optimizing content for AI Overviews. Reach out anytime.

Leer en español

The internet isn’t what it used to be, and neither is the way people find your business. If you’re noticing fewer calls, less website traffic, or you’re just tired of feeling invisible online, you’re not imagining things. The rules are changing fast, and 2026 is already shaping up to be another year of big shifts.

The latest buzzword being thrown around is AI Optimization. Sounds technical, right? But it’s really just the next evolution of getting your business found online. If you’ve ever answered a customer’s question, snapped a photo of a job, or explained how your services work, you’re already halfway there. Now it’s just about organizing that knowledge so search engines and AI tools know you’re the local expert.

One of the biggest changes in 2025 was the push for something called EEAT, which stands for Experience, Expertise, Authoritativeness, and Trust. And that “A” (Authority) is one place small businesses can absolutely win.

What Is “Topical Authority,” and Why Should You Care?

Topical authority means Google (and now AI models) don’t just look at your website as a collection of pages. They look at it as a trusted source for an entire subject.

For example, if you’re a general contractor in Tampa, it’s not enough to rank for “bathroom remodel Tampa.” The goal is to have your whole site seen as a go-to resource for bathroom remodeling in your area. That’s how you start winning more traffic, more leads, and even get picked up in AI-generated answers.

Think of it like being the neighborhood expert, the one everyone calls when they need advice, not just the one who shows up in a Google ad.

Why This Is Perfect for Small Budgets

You don’t need 200 blog posts or a full-time content team. In fact, a lean strategy with just 10-20 high-quality, focused posts can work wonders.

You’ve already got the hard part handled: real-world experience. Photos from jobs, customer questions, before-and-after shots, and stories from the field are gold when it comes to content that builds authority.

How to Build Topical Authority on a Shoestring Budget

Here’s a step-by-step plan that even a one-person operation can follow.

Step 1: Pick 1-2 Focused Topic Clusters

Decide which 1 or 2 services are your most profitable and desirable for you. We’ll focus in on these 1 or 2 for now, and repeat the process later as time permits in the future.

Example for a contractor:

• Cluster 1: Bathroom Remodeling
• Cluster 2: Roof Replacement

Covering “home improvement” as a whole? That’s too broad. Zoom in on what you do best, what you enjoy the most, or what brings you the most profit.

Step 2: Map Out Customer Questions

You need to figure out what questions someone might ask where your services will be the answer. You can use tools like Google’s “People Also Ask”, Related Searches, or free tools like AnswerThePublic to find real questions people ask. This is very similar to the “long tail” search terms from SEO so if you’re familiar with that, you’re already ahead of the game.

For example:

• How much does a bathroom remodel cost in [your city]?
• What’s the best flooring for a bathroom?
• Can I remodel my bathroom myself?

These questions are your content roadmap.

Step 3: Create a Pillar Page + Supporting Posts

• Pillar page: A long, detailed guide (2,000-3,000 words) covering the whole topic.
• Supporting posts: 6-10 shorter articles (800-1,500 words) answering the specific questions you found in Step 2.

Make sure everything links together. It’s a hub-and-spoke model:

• Supporting posts link up to the pillar.
• Pillar links out to each supporting post.
• Bonus: Add a “Related Guides” section at the bottom of each article to keep readers moving through your site.

This sounds difficult, but if you think of it as creating a detailed service page outlining your main services (pillar) and then create some shorter posts about sub-services, brands, or specific jobs you’ve performed, you can create those 6-10 pages in no time. Don’t forget, you can outsource a lot of this to a digital marketer too.

Step 4: Use Your Real Work as Content

You’re already doing the jobs, now turn them into content.

• Take before-and-after photos (with permission, of course).
• Write quick case studies like “How we saved a homeowner $4,200 on their bathroom remodel.”
• Turn customer FAQs into blog posts.

This kind of hands-on experience builds both trust and authority. Again, don’t forget that you can partner with a marketing company on this. Just send them the before and after photos with some brief notes about what you did on that job, materials used, and location. They can then turn that into finished, professional pages for you.

Step 5: Get Your Links in Order

Strong internal linking helps Google (and AI tools) understand your site better. It also keeps visitors clicking around instead of bouncing.

Think of your site like a smart tour guide, always leading people to the next helpful answer.

It’s super important to consider the user experience (UX) with regard to your menu and how you link to other pages and content. Avoid, at all costs, having someone click through to a page that is a dead-end. They should always have multiple ways to move laterally through your services, not just fall down a hole and have to start over to get to another topic. Give them links to other, related topics on each page so they can discover your services at-will.

Step 6: Trim the Dead Weight

Old, low-traffic pages can actually drag you down. Use Google Search Console to find underperformers. If a page isn’t working:

• Improve it
• Combine it with a better page
• Or redirect it to something stronger

This helps sharpen your topical focus and signals to Google that your site is current and valuable.

Tools That Won’t Break the Bank

Here’s a short list of budget-friendly tools to help you build your content:

• Google Search Console (free)
• Google Keyword Planner (free with a Google Ads account)
• AnswerThePublic (free version)
• Ubersuggest (free tier with daily limits)
• Screaming Frog (free up to 500 URLs)
• Canva (free for basic design)
• ChatGPT Free (great for turning bullet points into blog drafts)

What to Expect (and When)

Building topical authority isn’t an overnight thing. But it pays off steadily over time.

• Months 1-2: Publish your pillar page + 5-7 supporting posts
• Months 3-6: Add more posts, improve internal linking, and prune weak pages
• Months 6+: Your traffic starts to stabilize, and you’re more likely to show up in AI results

How This Helps You Show Up in AI

As AI tools become more common, they’re pulling answers from well-organized, trusted websites. If someone asks, “How much does it cost to replace a roof in Chicago?” AI wants to point to a site that has a whole section dedicated to roofing in Chicago, not just a single article with that title.

That’s where your topical authority comes in. If your site answers lots of related questions clearly and consistently, AI is more likely to treat you as a source.

Bonus Tactic

For a hands-off, outsourced option to boost your AI visibility, you can sign up for AI Quickstart. We spent 2025 rolling this out to all of our CoreSite clients and they’ve seen significant (hockey stick shaped) traffic increases from ChatGPT and other AI platforms. The best part, is you have zero work to do because we handle everything.

Bottom Line

You don’t need to chase every trend or spend thousands on SEO. By focusing on building authority in one area, using your real experience, and organizing your content smartly, you’ll be setting yourself up for success in 2026, and beyond.

Want help mapping your first content cluster? Start by listing the top 5 questions your customers ask. That’s your first content plan, right there.