A homeowner is standing in their kitchen with cabinet doors off, a countertop template scheduled, and a sink that won’t be usable for two weeks. They’re not just searching “contractor near me.” They’re searching (and now asking AI) something more specific: “Who can manage a kitchen remodel in [city] and keep it on schedule?” If your general contracting business wants more $10,000–$100,000+ projects, you need to show up in two places: traditional search results (SEO) and AI-generated recommendations (AEO).
The two ways homeowners “find a GC” now
Most contractors think visibility is a Google problem. It’s not only that anymore.
- SEO (Search Engine Optimization) helps you appear when someone searches on Google—maps results and normal website results.
- AEO (Answer Engine Optimization) helps you get recommended when someone asks a tool like ChatGPT, Google AI Overviews, or Perplexity for a contractor they should call.
They overlap, but they don’t behave the same. One is about ranking. The other is about being the answer.
Is AI Recommending Your Business?
See how you stack up against your competitors and let Pantora get you to the top.
Getting discovered on Google: what SEO means for general contractors
SEO is the set of signals that help your business show up when someone is actively hunting for a remodeler or builder. For general contractors, the common searches look like:
- “kitchen remodel contractor [city]”
- “bathroom renovation [neighborhood]”
- “basement finishing cost [city]”
- “home addition contractor near me”
- “general contractor for permits [city]”
In contracting, the buyer journey is longer than an emergency service call—people compare portfolios, pricing approaches, and project management style. That means your SEO needs to attract the click and build trust fast.
The three SEO surfaces that matter most for GCs
1) Google Maps visibility (your Google Business Profile).
This is the “map pack” that shows a few businesses first. It’s heavily influenced by your profile completeness, proximity, and reputation.
2) Your website’s rankings (service + project pages).
These are the standard results. This is where you win searches like “kitchen remodeler in [suburb]” and “finish basement with bathroom.”
3) Trust and consistency signals across the web.
Directories, review sites, local citations, and mentions all reinforce whether you look legitimate and active.
A general contractor with great craftsmanship but a thin online footprint often loses to a competitor who is simply easier for Google to verify.
What AEO changes: being recommended by AI, not just listed
AEO is about making it easy for AI systems to confidently say, “Here are the best general contractors in your area for that exact project.”
Instead of ten blue links, AI tries to summarize and recommend. Homeowners ask questions like:
- “Who is a licensed general contractor near me for a home addition?”
- “Which contractors in [city] are good at kitchen remodels under $80k?”
- “Who handles permits and multiple trades for a bathroom remodel?”
- “Which remodeling contractor has strong references and detailed estimates?”
The homeowner may never click your website if the AI answer gives them enough confidence to call. That’s the opportunity—and the risk.
Where AI tools tend to pull information from
No platform gives a perfect map of “the algorithm,” but in practice, AI recommendations lean on:
- Your Google Business Profile (categories, services, reviews, photos, Q&A)
- Your website content (service pages, project pages, FAQs, “process” pages)
- Third-party sites (Angi, Houzz, Yelp, Facebook, Nextdoor, local directories)
- Mentions around the web (local “best of” lists, neighborhood blogs, sponsorships, press)
- Consistency and credibility signals (licensing, insurance, written estimates, warranties, references)
If your online info is vague, AI will either skip you or describe you inaccurately. For example: if your site never clearly says you do structural work and manage permits (even though you do), you may not appear when someone asks for “contractor who handles permits for removing a wall.”
How SEO and AEO reinforce each other (and where they split)
Think of SEO as eligibility and AEO as selection.
- SEO helps you get included in the pool of options.
- AEO helps you become the easy recommendation because the AI can explain why you’re a fit.
Here are the practical differences that matter for general contracting:
Google still cares a lot about location
Maps results often favor the nearest credible options. If you serve multiple suburbs, you may need location-relevant pages and a service area strategy so you’re not invisible outside your immediate radius.
AI cares about “specific fit,” not just proximity
AI tries to match project type + homeowner intent to a contractor. Clear positioning wins:
- “Kitchen remodels and main-floor renovations”
- “Basement finishing with egress and permits”
- “Second-story additions and structural changes”
AI rewards clarity around process and constraints
Homeowners worry about three things you hear every week:
- coordinating trades
- staying on budget
- timeline management (especially around holidays or events)
When your site explains how you handle scheduling, change orders, and allowances, you become easier to recommend.
If you want a deeper look at why these AI results look different depending on the platform, this helps: ChatGPT vs AI Overviews vs Grok vs Perplexity: What's the Deal?.
The GC-specific signals that win higher-value remodel leads
Generic marketing advice doesn’t account for permits, inspections, and multi-trade coordination. These are the items that tend to move the needle for general contractors.
1) Build “money pages” around the projects people actually buy
Contracting SEO works best when each core service has its own dedicated page (not a single “Services” catch-all). For most general contractors, that means pages like:
- Kitchen remodels
- Bathroom remodels
- Basement finishing (with bathroom options if you offer it)
- Home additions
- Whole-home renovations (if applicable)
Each page should answer what homeowners want to know before they reach out:
- What the scope usually includes (demo, framing, MEP coordination, finishes)
- Typical timeline ranges (with what causes delays)
- What affects cost (layout changes, structural work, material lead times)
- Whether you handle permits and inspections (permits are required for most structural work)
- Who manages trades (electric, plumbing, HVAC, tile, cabinets, etc.)
- A short gallery of real projects
Include specifics that are normal in your world. For example, a kitchen page that mentions “cabinet lead times,” “inspection scheduling,” or “temporary kitchen planning” will resonate with homeowners and gives AI more concrete text to summarize.
2) Use project portfolios like proof, not decoration
GC buyers want to see before/after, but they also want to understand the complexity you can manage.
Add “Project” pages or case studies that include:
- neighborhood/city (when appropriate)
- scope (e.g., “removed a load-bearing wall, added LVL, relocated plumbing”)
- number of weeks
- permit note (“permitted and inspected through [city]”)
- a few photos at different stages (demo, rough-in, finishes)
This is one of the cleanest ways to help both SEO and AEO. AIs and humans can tell you’re real, active, and experienced.
3) Turn reviews into searchable (and “answerable”) detail
You can’t write the review, but you can prompt it. After a successful job, ask for specifics that match what people search:
“Would you mind mentioning the type of project (kitchen remodel / basement finish / bath renovation) and anything about communication, timeline, or how we handled changes? It helps other homeowners find us.”
Why it matters in contracting: change orders average 10–15% of project cost. If reviews mention how you handle change orders fairly and transparently, that’s a major trust advantage—especially for bigger renovations.
4) Make licensing, estimates, and references impossible to miss
In general contracting, “trust signals” are not optional. Put these where people (and AI) can easily find them:
- Licensed/insured statements (and license number where appropriate)
- “Detailed written estimates” language (and what’s included)
- A clear change order policy
- References available upon request
- Portfolio links in the main navigation or homepage
Homeowners are hiring you to coordinate multiple trades and protect them from expensive surprises. Your online presence should say, “This is organized and professional,” within seconds.
5) Account for seasonality in your content and planning
General contracting isn’t evenly distributed across the year:
- Spring renovation rush is real (and lead times balloon).
- Interior work is steady year-round (basements, bathrooms, kitchens).
- Exterior work is weather-dependent (additions, siding, decks, window-heavy projects).
You can use this in SEO/AEO by creating timely content or FAQs like:
- “When should I start planning a spring kitchen remodel?”
- “How long do permits take in [city]?”
- “Can you do an addition in winter?” (with realistic constraints)
This also filters out bad-fit leads and attracts people who are ready to plan properly.
A practical cadence: what to do weekly, monthly, and quarterly
You don’t need to “do marketing” all day. You need a repeatable system that matches how contracting businesses operate.
Weekly (60–90 minutes)
- Add new Google Business Profile photos from current jobs (progress shots count).
- Send review requests to recent clients (especially projects you want more of).
- Post one short update: “basement framing started,” “kitchen demo complete,” “inspection passed.”
These small signals show activity—important for both Google and AI confidence.
Monthly (half day)
- Publish or upgrade one core service page (kitchen, bath, basement, addition).
- Add one project spotlight with 8–12 photos and a clear scope summary.
- Audit the basics: hours, service area, phone number consistency across key directories.
Quarterly (one bigger push)
- Build a “Remodeling Process” page that explains:
- estimate approach (fixed price vs cost-plus, allowances)
- scheduling and trade coordination
- how change orders work
- what the homeowner is responsible for (selections deadlines, access, etc.)
- Review your positioning: are you trying to rank for everything, or owning a few profitable categories?
If you want to measure whether these efforts are translating into AI visibility (not just website traffic), Pantora can track how your business shows up across major AI platforms and point to what to fix.
How to tell if AI recommendations are already affecting your lead flow
AEO can be invisible until you notice the pattern. Common signs in general contracting:
- Leads say, “An AI tool gave me your name,” or “Google summarized a few contractors and you were listed.”
- You see fewer website form fills, but call volume holds steady (or the reverse).
- Prospects come in with “pre-framed” questions like:
- “Do you handle permits and inspections?”
- “Do you do detailed written estimates?”
- “Can you manage all trades, or do I hire subs separately?”
- Larger firms with strong portfolios and review volume start showing up more—even in neighborhoods where you’re active.
If you’re not showing up: the most common gaps for contractors
When a general contractor isn’t appearing in maps, organic, or AI answers, it’s usually one (or more) of these:
- Your services are too vague (e.g., “renovations” with no dedicated kitchen/bath/basement/addition pages).
- Your portfolio is thin or outdated, so you look inactive.
- Reviews don’t mention project types, so you don’t get matched to “kitchen remodel” or “basement finishing.”
- Your trust signals aren’t visible (license/insurance, references, written estimates).
- Your service area is unclear or inconsistent across your website and Google profile.
- You’re ignoring seasonal intent, so competitors capture “spring remodel planning” searches first.
Fixing just one of these can change outcomes quickly, especially in markets where competitors range from solo operators to established firms and homeowners are trying to pick “the safe choice.”
The bottom line for general contractors
SEO helps you show up when homeowners search. AEO helps you get recommended when homeowners ask. For general contractors, the winners will be the businesses that make it easy to verify three things online: you’re licensed and legitimate, you’ve done similar projects, and you run an organized process that protects budget and timeline.
Start by tightening your Google Business Profile, building dedicated pages for your highest-value remodel types, and collecting reviews that mention the actual project. Then make your portfolio and estimate process clear enough that both humans and AI can confidently say, “Call this contractor.”