It’s 9:30 at night after a windstorm, and a homeowner is standing in their living room staring at a cracked pane that’s whistling in the draft. They grab their phone and search “glass replacement near me” and “window won’t close.” If your window repair business shows up in Google Maps or the first few results, that’s SEO at work. But more and more people are skipping the scrolling and asking an AI: “Who can fix a foggy double-pane window near me with a warranty?” When the AI gives a recommendation (or a short list), that’s AEO.
If you’re a window repair technician trying to keep the calendar full, SEO and AEO aren’t buzzwords. They’re two ways homeowners are choosing who gets the $100–$400-per-window jobs—especially when urgency, trust, and turnaround time matter.
Two discovery channels, one goal: more booked window repair jobs
Think of the difference like this:
- SEO (Search Engine Optimization) helps you show up when someone searches on Google.
- AEO (Answer Engine Optimization) helps you get named when someone asks an AI tool a question and expects a direct answer.
Both can drive calls. They just do it in different ways—and they reward slightly different kinds of clarity online.
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Getting seen in Google: the practical meaning of SEO for window repair
SEO is all the work that increases your visibility in Google when someone searches for a window problem, a specific repair, or a local company. In window repair, that usually looks like searches such as:
- “foggy window repair [city]”
- “double pane glass replacement near me”
- “window won’t open repair”
- “draft around window fix”
- “window seal repair cost”
- “replace IGU glass [neighborhood]”
For most local window repair companies, SEO breaks into three areas you should understand because they behave differently.
1) The map results (Google Business Profile visibility)
This is the “map pack” with three businesses listed. For window repair, this is huge because homeowners often want someone nearby who can get there quickly—especially after a weather event.
Your Google Business Profile (GBP) influences whether you show up for intent-heavy searches like “glass replacement” and “window repair near me,” and it’s also where people look for proof you’re real (reviews, photos, hours, service area).
2) Your website rankings (service pages and problem pages)
This is the normal list of website results. The companies that win here typically have clear, specific pages for what people actually need—like foggy window repair, hardware repair, frame repair, or seal repair—not just one generic “Window Services” page.
3) Trust and reputation signals (reviews + consistency)
Google doesn’t just rank whoever exists. It ranks who it believes will satisfy the search. Reviews that mention the actual repair (“replaced the IGU,” “fixed the sash balance,” “sealed a drafty window”) and consistent business info across the web help build that confidence.
What you should optimize first (if you’re busy running jobs)
Window repair is not a “maybe later” service for many homeowners. A pane is broken, a window is stuck, or the house is losing heat. If you only tackle a few things, focus on what aligns with how people choose:
- Google Business Profile completeness: correct categories, services, hours, and a real service area (not a vague “within 50 miles” unless that’s true).
- Service-specific pages on your website: foggy window repair, glass replacement, hardware repair, seal repair, frame repair—each with its own page.
- Photo proof: before/after of fogged glass, IGU replacements, hardware fixes, and clean trim work.
- Reviews with details: “repaired two foggy double-pane windows and explained repair vs replace” is gold.
Why AEO matters now: homeowners are asking AI for “the best option”
AEO is about becoming the answer in platforms like ChatGPT, Google’s AI results, Perplexity, and other assistants. Instead of ten links, the tool tries to give a direct recommendation:
- “Who repairs foggy windows in [city] without replacing the whole window?”
- “Which window repair technician offers IGU replacement and a warranty?”
- “What’s the best company near me to fix windows that won’t open?”
- “Is it cheaper to repair a foggy window or replace it?”
This is especially important in your trade because homeowners often don’t know the right terminology. They feel “cold air” and see “condensation between panes,” but they may not know that foggy windows usually mean seal failure or that IGU replacement restores efficiency without a full window replacement.
If your online presence doesn’t clearly connect those dots, the AI may recommend a competitor (or default to a glass shop) even if you’re the better fit.
How AI decides who to recommend for window repair
AI systems pull from a blend of sources and try to pick a business that seems legitimate, relevant, and easy to justify. In practice, they tend to rely on:
- Your Google Business Profile (services, reviews, photos, proximity indicators)
- Your website content (service pages, FAQs, clear descriptions, warranty language)
- Third-party sites (local directories, review platforms, social pages)
- Mentions around the web (community pages, “best of” lists, local blogs)
- Consistency signals (same name/phone/address, matching hours, active updates)
AEO rewards explainability. If the AI can confidently say, “They specialize in foggy window repair and offer IGU replacement with a warranty,” you’re more likely to be included when someone asks the exact question.
If you want a deeper breakdown of how the different AI surfaces work (and why their answers look so different), this is useful: ChatGPT vs AI Overviews vs Grok vs Perplexity: What's the Deal?.
Where SEO and AEO overlap—and where they don’t
You don’t need two separate marketing programs. But you do need to understand what each one “likes.”
Google rankings still care a lot about location + activity
For SEO, being close to the searcher helps, but it’s not enough. Google also watches signals like:
- Are people clicking your listing?
- Are reviews recent and specific?
- Do you look active (new photos, updated info, posts)?
- Do your services match the query?
In a storm-damage week, this matters even more because search volume spikes and homeowners call fast.
AI recommendations care a lot about clarity + proof
For AEO, the AI is trying to avoid giving a bad recommendation. It leans toward businesses that are easy to describe:
- Do you clearly state repair vs replace assessments?
- Do you offer glass quality options (standard vs upgraded, tempered where required, etc.)?
- Is your warranty on work spelled out?
- Do you mention quick turnaround or typical timelines?
AEO can also lead to “zero-click” leads: the homeowner might call straight from the AI answer without ever visiting your website.
Window-repair-specific content that actually drives leads
Generic SEO advice won’t win against glass shops and window specialists in your market. The differentiator is how well you match real homeowner problems to your real services.
Build pages for the problems people feel, not just the services you offer
Homeowners rarely search “seal failure IGU.” They search “foggy window.” Your site should meet them there.
High-intent pages for window repair technicians often include:
- Foggy window repair (explain seal failure and options: defog vs IGU replacement, with your recommendation)
- Glass replacement (single pane, double pane, tempered glass, safety considerations)
- Hardware repair (locks, latches, cranks, balances, rollers—plus “window won’t open” fixes)
- Seal repair / draft repair (air leaks, water intrusion, efficiency concerns)
- Frame repair (rot, aluminum damage, minor structural issues, re-square adjustments)
On each page, answer what people and AI need in plain language:
- What the repair includes
- Signs it’s the right fix
- When you recommend repair vs replacement (and why)
- Typical price range per window (even a broad $100–$400 window context helps set expectations)
- Whether you provide a warranty
- Photos from real jobs
Also, don’t bury your most important industry fact: foggy windows typically indicate seal failure, and in many cases repair costs can be about 50% of full replacement—especially when IGU replacement restores efficiency without changing the whole frame. That’s the kind of clarity that earns trust quickly.
Turn reviews into “mini case studies” (without being pushy)
Window repair is full of specific symptoms. When reviews mention those symptoms, you start showing up for them.
After finishing a job, text a review link and ask a simple prompt like: “Would you mind mentioning what we helped with (foggy glass, glass replacement, window wouldn’t open, draft fix) and what city you’re in?”
A review that says, “Replaced the IGU in two foggy windows, explained options, and finished in two days” helps you in Google and makes an AI more comfortable recommending you for “foggy window repair.”
Make your “trust signals” obvious—especially against glass shops
Homeowners often don’t know whether to call a glass shop or a window specialist. Your content should make the decision easy.
Trust signals that matter in window repair:
- Clear statement that you assess repair vs replace (and don’t default to replacement)
- Glass quality options and what you use (and why)
- Warranty terms stated plainly
- Turnaround expectations (same-day board-up or temporary fix after storms, if offered)
- Real photos of your work (not stock images)
If you only change one thing this month, add a “What we recommend: repair vs replace” section to your foggy window and glass replacement pages. It’s one of the biggest credibility builders in this industry.
A schedule you can keep up with between service calls
You don’t need a full-time marketer. You need consistent, small actions that build momentum.
Next 7 days (60–90 minutes)
- Add 10 new Google photos: foggy glass before/after, IGU replacement in progress, hardware repair close-ups, clean finished window.
- Request 5 reviews from recent customers and ask for the specific symptom in the wording.
- Update your website homepage to clearly list your core services: foggy window repair, glass replacement, hardware repair, seal repair, frame repair.
Next 30 days (half-day project)
- Publish or upgrade one money page (often foggy window repair or glass replacement) with FAQs and warranty language.
- Tighten your Google Business Profile services so they match what you actually want: don’t list every possible service if you only do a few well.
- Do a consistency sweep: make sure your business name/phone/address and hours match across your main listings.
Next 90 days (build a lead engine)
- Add one new service or problem page per month based on what you want more of (e.g., “window won’t open repair,” “drafty window repair,” “IGU replacement”).
- Create a simple system for reviews: one person responsible, one text template, one follow-up message after 48 hours.
- Post seasonal content when it’s relevant: storm damage, winter drafts, summer efficiency concerns—window repair is needed year-round, but motivations change.
How to know if AI answers are already impacting your calls
AEO can be working (or hurting you) before you realize it. Look for these signs:
- Callers say, “I asked ChatGPT,” “Google’s AI said,” or “I saw an AI summary.”
- Website traffic drops but calls stay steady (or become more “pre-sold”).
- People ask comparison questions like, “Do you repair foggy windows or do you replace the whole unit?” or “Do you offer a warranty on IGU replacement?”
- Bigger brands or high-review competitors start showing up more often, even if they’re not as specialized.
If leads are down and you’re not sure why, this companion piece covers common non-AI issues that still block conversions: 5 Reasons Homeowners Aren’t Calling (and How to Fix It).
If you’re not being recommended, fix these gaps first
Most window repair companies aren’t missing because they’re “bad at AI.” They’re missing because their online footprint is unclear.
Check for these common problems:
- Your site doesn’t explicitly say you do foggy window repair or IGU replacement, so AI assumes you don’t.
- Your warranty is mentioned on the phone, but not on your website.
- Your reviews are positive but generic (“great service”), so you don’t match symptom-based searches.
- Your Google profile shows old hours, limited photos, or services that don’t match what you want calls for.
- Your positioning is fuzzy compared to competitors (“we do windows”) instead of “foggy glass, glass replacement, hardware fixes, seal repairs.”
One targeted upgrade can move the needle: pick the service you want more of (often foggy window repair), make a clear page for it, add FAQs, add photos, and drive 5–10 reviews that mention it.
If you want to measure whether you’re showing up across AI platforms and get a prioritized action list, Pantora can help you track visibility beyond traditional rankings.
The bottom line for window repair technicians
SEO helps homeowners find you when they search. AEO helps you get recommended when they ask for “the best option.” In window repair—where symptoms are specific, trust is everything, and repair vs replace guidance matters—winning comes down to being clear, credible, and easy to verify online.
Get your Google profile tight, build service pages around the problems people actually search, and collect reviews that describe real window issues you solved. That combination makes you show up more often in Google and makes it easier for AI to confidently choose you.