A homeowner is standing in their bathroom staring at a hairline crack running across a floor tile, then glancing up at a shower niche they hate. They’re not “shopping for a contractor.” They’re trying to solve an annoying, expensive-looking problem—and they want to see proof you can deliver clean lines, a level layout, and a shower that won’t leak. Sometimes they’ll type “tile installer near me.” Increasingly, they’ll ask an AI: “Who’s the best tile installer near me for a shower remodel?” Showing up in those two moments requires two related (but not identical) approaches: SEO and AEO.
Visibility has two lanes: search results and AI answers
Before we get tactical, here’s the simplest way to think about it:
- SEO (Search Engine Optimization) helps your tiling business appear when people search on Google (maps + website results).
- AEO (Answer Engine Optimization) helps your business get recommended when people ask questions in AI tools (ChatGPT, Google AI Overviews, Perplexity, etc.).
If you’re a local tile installer doing $1,000–$5,000 jobs—backsplashes, floors, showers, repairs—both lanes matter because homeowners are researching differently than they were even a year ago.
Is AI Recommending Your Business?
See how you stack up against your competitors and let Pantora get you to the top.
How SEO actually brings tile jobs to your phone
SEO is what puts you in front of customers who already have intent. In tiling, that usually sounds like:
- “shower tile installer [city]”
- “bathroom tile remodel near me”
- “backsplash installation [neighborhood]”
- “grout repair [city]”
- “replace cracked floor tile”
For local service businesses, SEO typically comes from three places working together:
1) The map results (Google Business Profile)
When someone searches “tile installer near me,” the map pack is often the first thing they see. Your Google Business Profile (GBP) is the lever here: categories, services, photos, reviews, and accuracy.
2) Your website rankings (service pages + helpful content)
This is where your “Shower Tile Installation in [City]” page can win jobs even when the map pack is crowded with general contractors.
3) Trust signals that confirm you’re legit
In tiling, trust looks different than other trades. Homeowners want to know:
- Do you understand waterproofing (so the shower doesn’t turn into mold behind the walls)?
- Can you handle patterns and layout (herringbone, hex, large-format, mosaics)?
- Will you keep a clean worksite and protect finished surfaces?
- Do you have a portfolio with real before/after photos?
Google is trying to rank the business it thinks will satisfy the searcher. Your job is to make that easy to determine.
AEO: getting picked when the customer asks AI “Who should I hire?”
AEO is about being the business an AI can confidently point to when someone asks questions like:
- “Who installs large format tile and does shower waterproofing in [city]?”
- “What’s the best grout repair company near me with good reviews?”
- “Which tile installer can do a herringbone backsplash cleanly?”
Instead of listing ten options, AI tools often try to give one clear recommendation (or a short list). That changes the goal:
- With SEO, you’re trying to rank well.
- With AEO, you’re trying to be the most defensible answer.
AI systems pull information from places you control (your website, your GBP) and places you don’t (review sites, directories, community posts). If your online presence is vague—“we do tile”—the AI has less to work with and may recommend someone else with clearer specifics.
If you want a practical same-industry breakdown of how to influence what AI says about your company, start here: How to get my Tiling Business in ChatGPT?
Where SEO and AEO overlap—and where they split
There’s plenty of overlap, but the “winner” factors aren’t identical.
What stays the same
Both Google and AI systems respond well to:
- Clear service descriptions (what you do, where you do it)
- Consistent business information online
- Real reviews that mention specific jobs
- Fresh, authentic photos of completed work
What SEO tends to reward more
Proximity and relevance still matter a lot for map rankings. A great tile installer 25 miles away may lose to a decent one nearby if the searcher is looking for immediate help.
What AEO tends to reward more
Clarity and proof. AI wants to describe why it’s recommending you. That means it looks for details it can summarize, such as:
- “Specializes in shower tile installation with waterproofing”
- “Experienced with large-format tile and substrate prep”
- “Known for clean lines and complex patterns”
- “Strong photo portfolio and recent reviews”
AEO also has a big twist: the customer might call you without ever clicking your website if the AI provides your business name and phone number directly.
The tiling-specific signals that make people (and algorithms) trust you
Generic marketing advice misses what homeowners actually fear with tile work: hidden failures, sloppy layout, and maintenance headaches. Lean into the facts that matter in this trade.
Waterproofing competence isn’t optional—say it plainly
A properly waterproofed shower is the difference between a beautiful remodel and a mold problem later. If you do shower work, don’t hide behind general wording like “bathroom renovations.”
On your shower tile page, spell out (in normal language):
- What waterproofing method(s) you use (as appropriate to your process)
- That you prep corners, seams, and penetrations correctly
- That you follow manufacturer specs for the system you install
This isn’t just for homeowners. It gives Google and AI concrete language to connect you with searches like “waterproof shower tile installer.”
Large-format tile needs a flat substrate—make your prep part of the story
Homeowners often only think about the tile they can see. But large-format tile punishes bad prep: lippage, hollow spots, cracked corners.
If you want more high-end floor jobs, your content should mention:
- Subfloor evaluation and flattening/leveling considerations
- Why flatness matters for large-format
- What you do when the surface isn’t ready (and how that affects cost)
That kind of detail is a differentiator against general contractors who treat tile like a finish step instead of a system.
Grout color is a maintenance decision—help customers choose
Grout is one of the biggest sources of callbacks and complaints, even when the tile is installed well. The color and type affect how quickly it looks dirty and how often it needs care.
On your site (and in FAQs), cover:
- How grout color impacts maintenance and staining visibility
- Where epoxy or premium grouts make sense (if you offer them)
- Basic care tips customers can follow
This helps conversion because it signals you think past the day of install.
Patterns and layout deserve their own proof
In tiling, a single photo can do what 500 words can’t. If you want more backsplash and shower feature-wall calls, show:
- Herringbone alignment at outlets and edges
- Niche details and miters
- Transitions at curbless showers or bathroom thresholds
- Consistent grout joints and clean caulk lines
“Portfolio of work” isn’t fluff here—it’s a ranking and closing tool.
Build pages around the jobs homeowners actually search for
Tile customers search by project type and problem, not by your company name. A strong site for a tile installer usually has dedicated pages like:
- Shower tile installation
- Floor tile installation
- Backsplash installation
- Tile repair (cracked/loose tile replacement)
- Grout repair and regrouting
If you serve multiple suburbs or cities, avoid one generic “Tile Services” page as your only target. Create separate pages for your primary services and, where it makes sense, location-specific versions (without copy-pasting the same text with a city swap).
Each money page should quickly answer:
- What’s included (demo, prep, waterproofing, layout, grout/caulk, cleanup)
- Common issues you solve (outdated tile, cracked tiles, failing grout)
- Typical timeline expectations
- What drives cost (tile type, pattern complexity, prep needs, waterproofing scope)
- A few real project photos from that service
This structure helps SEO rankings and gives AI tools clean, quotable information.
Reviews that mention “what you did” beat generic praise
A review like “Amazing work!” is nice. A review like “Rebuilt our shower pan, waterproofed, and installed 12x24 tile with perfect alignment” helps you show up for the exact jobs you want.
You can’t write the review for the customer, but you can guide them. When you request a review, try a prompt such as:
“If you have a minute, would you mention what we worked on (shower tile, backsplash, grout repair, etc.) and what stood out—cleanliness, layout, waterproofing knowledge? It helps other homeowners find us.”
Also: timing matters. Ask right after the walkthrough when the grout lines look crisp and the space is clean.
Keep your listings consistent like you keep your layout lines straight
Small inconsistencies create big confusion online—especially for AEO. Make sure your business details match across:
- Google Business Profile
- Your website (header/footer and contact page)
- Facebook, Yelp, Nextdoor, and any local directories that rank for your name
Double-check:
- Exact business name formatting
- Address and suite/unit formatting
- Phone number
- Hours (including any seasonal adjustments—bathroom remodel inquiries often spike in spring)
If you’re competing against specialized tile setters and general contractors, consistency is one of the easiest ways to look more established than you might feel.
A realistic action plan (for a tile installer, not a marketing department)
Here’s a cadence that works when you’re running jobs all week.
In the next 7 days (1–2 hours total)
- Add 10 new photos to your Google Business Profile (showers, niches, backsplashes, floor transitions, in-progress waterproofing if appropriate).
- Text 5 recent customers a review link and a one-sentence prompt to mention the specific service (shower, backsplash, grout repair).
- Add a short FAQ block to your highest-value page (often shower tile installation): answer 5 questions you hear constantly, like “Do you handle waterproofing?” and “Can you install large-format tile?”
In the next 30 days (half-day project)
- Publish or upgrade one core service page you want more leads for (example: shower tile installation).
- Build a simple portfolio page organized by project type (showers / floors / backsplashes / repairs).
- Audit your top listings for accuracy and duplicate profiles (duplicates can split reviews and confuse Google).
In the next 90 days (bigger, compounding gains)
- Put a review system in place: one person responsible, one text template, one follow-up.
- Post new work consistently (even once a week) with a short description: tile type, pattern, and city.
- Add one educational article per month targeting problem searches like “why grout is cracking” or “how to choose grout color for easy maintenance.”
If you want to measure whether you’re actually getting pulled into AI recommendations (not just “ranking”), Pantora can track how your business appears across AI platforms and highlight what to fix.
How to know if AI is already influencing your tile leads
You don’t need to guess—listen for patterns:
- A caller says, “I asked ChatGPT who to hire for a shower tile job and it mentioned you.”
- You notice fewer site visits but your phone still rings (AI answers can reduce clicks).
- Prospects come in pre-educated and ask pointed questions like “Do you do waterproofing?” or “Are you comfortable with large-format on an uneven floor?” because an AI framed those as decision factors.
- A larger remodeling company starts showing up everywhere online, even if their tile work isn’t your standard—because their reviews and content are more detailed.
For a broader look at why leads can slow down (even when you’re doing great work), this is a useful companion: 5 Reasons Homeowners Aren’t Calling (and How to Fix It)
If you’re not showing up, fix these common gaps first
Most tile installers don’t have a “marketing problem.” They have a clarity problem. Check these before you spend money:
- Your shower waterproofing capability is not clearly stated anywhere important (homepage, shower page, FAQs).
- Your photos are buried (or you only have a handful). Tile is visual—lack of photos looks like lack of experience.
- Your reviews are too general and don’t mention shower tile, backsplash, grout repair, or the city/area.
- Your services are lumped together on one page, so Google/AI can’t confidently match you to a specific request.
- Your business info is inconsistent across listings (hours, phone number, address formatting).
Pick one service you want more of (for many tile installers, it’s shower tile installation), make a page that explains your process and shows proof, then collect a handful of reviews that mention that exact project type. That combination improves SEO and AEO at the same time—without turning you into a full-time marketer.