AI Is Transforming How People Search
Search engines like Google and Bing now use AI to give direct answers to user questions. Instead of showing a list of links, these “answer engines” generate summaries and often pull information from websites they trust. For Montana service businesses like contractors, HVAC companies, electricians, roofers, plumbers, and more, this means your online content needs to be clear, reliable, and structured so AI chooses you as the expert source.
This shift is often called Artificial Intelligence Optimization (AIO). It builds on traditional SEO but focuses on making your content easy for AI systems to quote and link to.
What AIO Means for Montana Service Businesses
If someone asks an AI, “How do I fix low water pressure?” or “Do I need a new furnace?” the AI searches the web for the best explanation. If your website has the clearest answer, it may cite your business. That mention builds trust and increases the chances that the person contacts you, later that day or months down the road.
Businesses that don’t adjust to AI-driven search are already seeing significant drops in organic traffic. Some industries are losing 30% or more of their search-driven leads because users never click through to websites; they get their answers from AI previews instead.
How to Create Content AI Wants to Use
1. Answer Real Customer Questions
Make lists of the questions people ask you on the phone, in the field, or through email. Turn each question into a helpful article or FAQ. Great Northern Metal Company (GNMC) is a strong example: they publish straightforward guides like “How to Order Metal Roofing” and “How to Measure a Roof.” AI tools and search engines favor this style of content.
2. Make Your Answers Detailed
Don’t stop at the basics. Add context, steps, Montana-specific considerations, common mistakes, and when someone should call a pro. AI ranks thorough content higher because it appears more trustworthy.
3. Use Clear Structure
Write in simple language. Break content into headings, bullet points, and steps. This helps customers and makes it easier for AI to extract exact answers.
4. Put a Short Answer at the Top
Start each article with a 2–3 sentence answer. This increases the chance that Google’s AI overview or Bing’s assistant grabs your exact wording and credits you.
5. Show Experience, Expertise, Authority, and Trust (E-E-A-T)
Add author names, experience, certifications, and real examples from Montana. Accurate, well-written content with clear credentials is more likely to be cited by AI.
Technical Steps That Help AI Understand Your Business
Structured Data (Schema)
Add FAQ schema, How-To schema, and Local Business schema to your site. This gives AI clear cues about your content.
Rich Snippets
Schema helps you qualify for enhanced search results that show steps, ratings, images, or FAQs. These also feed AI assistants.
Mobile-Friendly, Fast, and Crawlable Pages
Keep all important information as real text—not images. Fix broken links and make sure your pages load quickly.
Keep Content Updated
Refresh important articles with new rules, pricing, or examples. AI prefers recent information.
Optimize Your Local Presence
Maintain your Google Business Profile and gather reviews. Many AI-driven searches are local (“best marketing agency near me”).
New Ways to Measure Success
AI-driven search changes what “success” looks like. Track:
Brand Mentions in AI Answers
Watch for your business name appearing in AI responses where sources are visible.
Citation Traffic
Monitor spikes in referral traffic from AI platforms or unusual search result previews.
Direct and Branded Searches
A rise in people searching your business name can mean they first saw you mentioned by an AI answer.
What Montana Businesses Should Do in the Next 90–120 Days
1. Build a 3–4 Month Plan With IT, SEO, Content, UX, and Your Marketing Agency
You need all teams aligned to produce clear, structured, trustworthy content quickly and fix the technical barriers that prevent AI from using your site.
If your business can’t make progress in this timeline, prepare for potential declines in organic search traffic and leads.
2. Align Your Internal Search Team With Your Agency
Coordinate keyword research, content strategy, schema markup, and site improvements based on AI-driven search behavior.
How Big Storm Helps Montana Businesses Win With AI
Big Storm is a Montana-based marketing agency that guides service businesses through major digital shifts. The team helps companies build authoritative content and strengthen the technical foundation needed for AI visibility.
They combine expertise in SEO, content strategy, technical optimization, and user experience to help businesses:
- Create high-quality content that AI is likely to cite
- improve site structure and speed
- Add schema correctly
- Understand search data and adapt quickly
- Stay competitive as AI-generated results expand
A strong example of this work is Great Northern Metal Company (GNMC). Big Storm helped GNMC build a strong online resource library and implement technical SEO improvements. This positioned GNMC as the leading regional authority on metal roofing—a clear example of how authoritative, well-structured content drives both traditional and AI-driven visibility.
Read the full case study here.
AI is changing how Montana customers find the businesses they trust. If you’d like help preparing your content, tightening your technical SEO, or building an AIO-ready strategy, Big Storm can walk you through the next steps. Get in touch today.