Key Takeaways
- AI search favors entities and trust signals, not keywords alone. Make your brand consistent across the web.
- Align your wording with Wikipedia entities, then reinforce it with LocalBusiness schema and accurate GBP data.
- Strengthen trust with an About page, team profiles with LinkedIn links, and third-party references like BBB.
- Ask for reviews that include service, location, brand name, and a photo. Respond with service and location terms.
- Audit NAP, social profiles, directories, and citations. Consistency drives visibility in AI summaries.
The Way Customers Search Has Changed — Here’s How to Keep Up
AI search isn’t coming — it’s already here.
If you’re still relying on old-school SEO tactics alone, your business visibility could disappear from Google AI results, ChatGPT, Gemini, Perplexity, and other AI-driven search platforms.
Why? Because the rules have changed. Google and other AI tools no longer just match keywords to pages — they need to understand your brand before they’ll show you to searchers.
In this article, Elevation Marketing™ Co-founder Devon Hayes breaks down exactly what that means, why it’s happening, and how Entity SEO can future-proof your online presence.
🎧 Prefer to Listen? Hear the full conversation with Elevation Marketing™ Co-founder Devon Hayes.
Why Has SEO Changed in the Age of AI?
For years, ranking in Google was about targeting the right keywords and building backlinks. But AI search works differently — it relies on entities and trust signals to decide which businesses to feature.
Old SEO focused on:
- Ranking specific keywords
- Building backlinks
- Publishing optimized blog posts
New SEO focuses on:
- Teaching search engines who you are, what you do, and where you do it
- Building trust signals across your entire online footprint
- Aligning your brand with recognized entities in Google’s knowledge graph
“Google’s no longer just looking at your website,” Devon explains. “It’s looking at every mention of your business online to decide if you’re trustworthy enough to recommend.”
The shift was driven by AI-generated content flooding the internet. With anyone able to mass-produce content, Google had to find new ways to filter out low-quality results — focusing on verified brands with a consistent, authoritative presence.
For local service companies, that means your online identity needs to be consistent, verifiable, and aligned with the way search engines understand your industry.
What Is Entity SEO and Why Does It Matter?
Entity SEO is the practice of building a complete, consistent, and recognizable digital footprint for your brand — one that search engines can easily verify.
It’s not just your website. Google and AI tools connect the dots between:
- Your Google Business Profile
- Your social media accounts
- Mentions on trusted sites (linked or unlinked)
- Reviews and testimonials
- Industry directories and associations (like BBB)
Even small inconsistencies — like “ABC Landscaping” in one place and “ABC Landscape Co.” in another — can cause confusion and hurt your rankings.
How to Strengthen Your Visibility in AI Search
These are the core focus areas Devon outlined in our discussion — the same areas you can measure in our SEO Readiness Checklist linked below.
1. How To Lock Down Brand Consistency
- Use the same business name, address, phone number, and website URL everywhere
- Secure your social handles, even if you don’t post regularly
- Add social icons to your website footer and link them directly to your profiles
AI search tools compare your business information across the web. If your name, address, phone number, or website (NAPW) is inconsistent, it erodes trust.
2. Why Your About Us Page Matters for SEO
Your About Us page isn’t just for curious customers — it’s a major trust signal for search engines.
Elevation’s data shows a 66% increase in visits to About pages for home service clients from 2023 to 2024.
Tips:
- Share your story and value proposition
- Feature team profiles with LinkedIn links
- Make it about how you solve the customer’s problem, not just company history
3. How to Speak Google’s Language
Google’s large language model is heavily influenced by Wikipedia entities.
- Search “Wiki [your service]” to find the recognized entity name
- Use these exact terms on your site and in your Google Business Profile
- Example: Use “Lawn Maintenance” instead of “Lawn Care” if that’s the recognized entity
4. How Schema Markup Improves AI Search Visibility
Schema is structured data that speaks Google’s language.
“Think of schema like subtitles for your website — it tells Google exactly what you are and what you do,” Devon says.
- Use LocalBusiness schema for service companies
- Check your site with validator.schema.org
- Schema helps you appear in AI summaries, knowledge panels, and People Also Ask boxes
5. How to Get SEO-Boosting Reviews
Reviews are both an engagement and a trust signal. AI search tools look for details that confirm your legitimacy.
Ask customers to include:
- Service performed
- Location
- Your brand name
- A photo
Then, respond promptly with a thank-you that includes service + location keywords. Remember: operational factors matter — slow review responses or ignoring feedback can hurt trust.
6. How to Build Trust Signals Across the Web
“Google uses third-party references to verify that you are who you say you are,” Devon says. “The more reputable places your business appears, the more confident AI tools are in recommending you.”
- Join the Better Business Bureau (BBB) — Google uses it as a trust reference
- Keep your Google Business Profile accurate and active
- Maintain a presence in reputable industry directories
Why Entity SEO Helps Beyond Google Search
The same entity signals that improve your Google rankings also help you appear in:
- ChatGPT
- Gemini
- Perplexity
- Claude
- Other AI search tools
This isn’t about chasing the latest SEO gimmick — it’s a foundation for every other marketing channel you use.
“When Google and AI know exactly who you are, what you do, and where you do it, your visibility skyrockets,” Devon says. “Entity SEO is the groundwork that makes everything else more effective — from paid ads to video marketing.”
How to Check Your SEO Readiness
Want to know how well your business is set up for AI search visibility?
📥 Download our SEO Readiness Checklist to score your current brand signals and spot the areas that will make the biggest difference.
Final Takeaways on AI Search and Entity SEO
- SEO is no longer just about keywords — it’s about brand recognition and trust
- Entity SEO connects all the dots so AI knows you’re a credible source
- This approach future-proofs your business for Google AI and every other AI-driven search platform
Ready to See How Your Brand Performs in the Age of AI?
Book your free 30-minute online visibility assessment with Elevation Marketing™.
We’ll review your current brand signals, identify gaps, and give you a roadmap to improve your visibility in both Google and AI search results.
