It’s 11:42 PM. A driver is standing in a grocery store parking lot staring at keys locked inside their car. They’re not reading blog posts. They’re searching (or asking an AI) one urgent question: “Who can get here fast and won’t rip me off?” If your locksmith business shows up in that moment—and looks legitimate—you get the call. That visibility comes from two related plays: SEO (showing up in search results) and AEO (showing up as the recommended answer inside AI tools like ChatGPT, Google AI Overviews, and Perplexity).
Locksmiths have an extra challenge: scam operations are common, and customers know it. That means “being found” isn’t enough. You also have to look trustworthy, consistent, and clear about pricing and services so both Google and AI systems feel safe sending people your way.
The two ways customers discover a locksmith now
Think of local marketing like two separate doorways:
- SEO (Search Engine Optimization): you appear when someone types a search into Google.
- AEO (Answer Engine Optimization): you get named when someone asks an AI tool for “the best locksmith near me” or “a 24/7 locksmith that does rekeying.”
In practice, most locksmith leads still start on Google. But the share of customers starting with AI—especially for comparison questions—is rising fast. If you want background on how those AI platforms differ, this explainer helps: ChatGPT vs AI Overviews vs Grok vs Perplexity: What's the Deal?.
Is AI Recommending Your Business?
See how you stack up against your competitors and let Pantora get you to the top.
Getting found on Google: what “SEO” really means for a locksmith
SEO is the set of actions that help your locksmith business appear for searches like:
- “locksmith near me”
- “24 hour locksmith [city]”
- “car lockout service [neighborhood]”
- “rekey locks after moving [city]”
- “smart lock installation [city]”
- “safe opening service [city]”
For locksmiths, SEO typically shows up in three places:
1) The map results (Google’s local pack).
This is where urgency searches often end. Your Google Business Profile (GBP) largely determines whether you show up.
2) The regular website results (organic listings).
These are your service pages and articles. If you have a solid “Lock Rekeying in [City]” page, you can win searches from new homeowners—not just lockouts.
3) Trust signals that influence both (reviews + consistency).
Locksmith is a trust-sensitive category. Google wants to avoid recommending scams. If your online footprint has mismatched phone numbers, vague business info, or thin reviews, you can get buried.
The local locksmith SEO priorities (the stuff that actually moves rankings)
If your time is limited, focus on the items below because they directly affect calls:
- Google Business Profile basics are perfect: correct hours (including 24/7 if true), service areas, categories, and a real street address if you have one (and can show it).
- You list services the way customers search: “car lockout,” “house lockout,” “rekey locks,” “lock replacement,” “smart lock installation,” “key duplication,” “safe services.”
- You show proof you’re established and local: photos of your van, team, shop (if you have one), and jobsite results—not stock images.
- Your Name/Address/Phone match everywhere: same formatting across your website, GBP, directories, and social profiles.
In locksmith, small inconsistencies can look like scam behavior to both customers and algorithms. Clean data isn’t “nice to have”; it’s a competitive advantage.
What AEO changes: from “ranking” to “being named”
AEO (Answer Engine Optimization) is about making it easy for AI systems to confidently recommend you when someone asks questions like:
- “Who is a licensed locksmith near me that can rekey a new house today?”
- “What’s a reputable 24/7 locksmith in [city] with upfront pricing?”
- “Which locksmith installs smart locks and can set up keypad codes?”
- “Is rekeying cheaper than replacing locks, and who does it locally?”
The big shift is this: AI tools try to produce one clear answer (or a short list). So instead of competing for position #2 vs #5, you’re competing to be included at all.
And because locksmith scams are a known problem, AI systems lean heavily toward businesses that look verifiably real—clear branding, consistent info, strong reviews, and specific service coverage.
Where AI tools “learn” about locksmiths (in plain terms)
No AI company gives a perfect recipe, but in the real world, recommendations usually pull from:
- Your Google Business Profile (services, hours, reviews, photos, Q&A)
- Your website (especially service pages + FAQs + contact page)
- Third-party sites (Yelp, Facebook, local directories, community posts)
- Mentions around the web (local blogs, neighborhood groups, “best of” lists)
- Consistency signals (same business details repeated across sources)
Here’s the locksmith-specific catch: if your online presence is vague, AI often fills in blanks. That can mean it leaves you out for “safe opening” because your site never says you do safes, even if you do them weekly. Or it may assume you’re not 24/7 because one directory shows standard hours.
Why locksmiths can’t treat “trust” like an afterthought
Lots of industries benefit from reviews. Locksmiths depend on them.
Customers are aware there are bait-and-switch operators who advertise a low number, then show up and triple it. So the winning locksmith online is usually the one who reduces fear fast:
- Upfront pricing language (even if it’s “starting at” or “most lockouts range $75–$200”)
- Licensing info where required (and insurance if applicable)
- Clear service area and dispatch info (“local technicians,” not “nationwide hotline”)
- Real photos (vehicle signage, storefront, techs in uniform, hardware you install)
These cues help conversions from Google, and they also help AI describe you accurately: “local,” “licensed,” “24/7,” “upfront pricing,” “established.”
Make your website answer “problem searches,” not just list services
Locksmith customers don’t think in categories—they think in situations. Your website should mirror that.
Instead of one generic “Services” page, build focused pages around high-intent jobs (and the pain points behind them). Examples that fit typical locksmith revenue and demand:
- Car lockout service (emergency, response time expectations, what you need from the customer)
- Home lockout (damage-free entry approach, ID verification process)
- Lock rekeying (especially “rekey after moving,” and why it’s cheaper than replacing locks)
- Lock installation / lock replacement (deadbolts, high-security options, rental property turnovers)
- Smart lock installation (brands you support, Wi‑Fi vs Bluetooth, troubleshooting support)
- Key duplication (what you can copy, what you can’t, turnaround time)
- Safe services (safe opening, combination changes, safe lock replacement—only if you truly offer it)
On each page, include the details people and AI look for:
- What the service includes (step-by-step, not marketing fluff)
- Common scenarios (lost keys, break-in, new home, tenant turnover)
- Areas served (cities/neighborhoods you actually dispatch to)
- Availability (same-day, after-hours, weekend)
- Pricing guidance (ranges and what changes cost)
- Photos from real jobs + the hardware you work on
That content improves SEO rankings and gives AI something concrete to quote or summarize.
Reviews that bring in locksmith jobs (not just “Great service”)
You can’t script reviews, but you can prompt specificity. Specific reviews help you show up for specific searches and help AI match you to intent.
After a successful job—especially an emotional relief moment like a lockout—send a text with a simple request:
“Thanks again for calling us. If you can, mention what we helped with (car lockout, rekey, smart lock install) and the city/neighborhood. It helps other people avoid scam listings.”
Examples of review details that matter for locksmiths:
- “Showed up in 25 minutes for a car lockout”
- “Rekeyed all doors after we bought our house”
- “Upfront pricing matched what we paid”
- “Explained the difference between rekeying and replacing”
- “Installed a Schlage keypad lock and set up codes”
Those phrases aren’t just persuasive to humans—they’re exactly the kind of context AI uses to justify a recommendation.
A quick, realistic action plan (built for locksmith schedules)
You don’t need a marketing department. You need repeatable habits.
Next 7 days (about 60–90 minutes total)
- Add 10 new photos to your Google Business Profile: van, tools, you on-site, lock hardware close-ups, storefront if applicable.
- Request 5 reviews: prioritize lockouts and rekeys (high volume, high trust). Ask for service + city in the review.
- Update your GBP services list: make sure “rekey locks,” “car lockout,” “smart lock installation,” and “safe services” (if offered) are explicitly listed.
Next 30 days (one half-day project)
- Create one “money page” you want more calls for: often “Rekeying in [City]” (because rekeying is cheaper than replacement and new homeowners search it).
- Add an FAQ section to that page: answer pricing factors, how long it takes, what happens if keys are lost, and what brands you work with.
- Audit your business info across top listings: phone number, hours, and address formatting should match your website and GBP exactly.
Next 90 days (small system, big payoff)
- Set a review goal and track it weekly (even 2–3 reviews/week compounds fast).
- Publish short “scenario” content that matches real calls: “Locked keys in trunk,” “Moved into new home—should I rekey?,” “Smart lock not connecting.”
- Collect proof of legitimacy: license number (where required), insurance, and a clear “About” page with local history.
If you want a way to see whether you’re actually being cited and recommended across AI platforms—and what to fix—Pantora can track that visibility and surface practical next steps.
How to tell if AI recommendations are already impacting your leads
You may not hear “ChatGPT” directly, but the symptoms show up:
- Callers say things like, “I saw you recommended” or “Google told me to call you.”
- You notice fewer website visits but calls remain steady (or increase).
- Prospects ask comparison-style questions: “Do you do smart locks?” “Are you truly 24/7?” “Do you have upfront pricing?”
- A bigger brand or directory-style listing seems to be “everywhere,” even if their actual service quality is mediocre.
AI doesn’t eliminate Google—it changes how customers shortlist. The locksmiths who win will be the ones with clear service coverage and unmistakable legitimacy.
If you’re not showing up, it’s usually one of these gaps
Most “we don’t appear” problems come down to fixable clarity issues:
- Your service area is unclear or inconsistent (GBP says one city, website says another, directories list a third).
- Your core services aren’t spelled out (especially rekeying, smart locks, and safes if you offer them).
- Reviews are too generic and don’t mention the service types you want more of.
- Your online presence looks temporary (few photos, no recent reviews, vague business name).
- You avoid pricing entirely in a category where scams are common (even a transparent range builds trust).
One strong fix can change outcomes quickly: pick one priority service (like rekeying for new homeowners), build a page that explains it clearly, then collect a handful of reviews that mention rekeying and your city. That improves standard SEO and increases your chances of being selected by AI.
SEO gets your locksmith business into the conversation. AEO gets you named as the safe, reputable choice. When your Google profile is accurate, your website spells out exactly what you do, and your reviews describe real jobs with real details, you make it easy for both humans and machines to trust you—and that turns visibility into calls.