Phil Risher tells home-service owners to stop chasing viral videos and instead make talking-head content answering the questions your salespeople hear. AI search learns from what it indexes, so authoritative answers to common customer questions will get you discovered by future AI, not dance trends.
A lot of home service businesses are like, hey, I know that we should be creating content, but like, what should we do? Should we do some dancing videos and try to get likes and shares? Or what's the best thing to do? My recommendation when it comes to AI search, AI search is built on LLMs, large language models, which is trained on content. So you could do the whole dance and funny videos and stuff and get impressions. And the whole goal there is to get people to see your stuff and maybe, you know, brand recognition. But if you are trying to position yourself for AI search, the number one thing you can do is to create top of funnel authoritative content, which is Talking head style videos or explainer videos of the common questions that your customers ask. And how do you know the common questions? Ask your salespeople, record your sales calls, take your call transcripts from your CSRs and get the questions out of them, and then create content for them. You can layer in before and after pictures on top of the talking head videos from like a company cam or something like that. And this will give you a good foundation for videos, but more importantly, it's gonna help prepare your business for AI search in the future.
