GEO for tradespeople: get recommended by AI in your town
AI has become the new word-of-mouth recommendation. When a customer asks ChatGPT or Gemini who should build the deck in Uppsala, they get a ready-made answer naming just a handful of firms. Eyrie works to make your company one of them — starting with the Google Business Profile, the reviews and the trade portals, which is where those answers are actually drawn from.
This page is written for you who run a trades or construction business and want to know why AI does not mention you — and what it takes to change that. The full method is in the GEO guide.
The customer is already asking — but not you
The search for tradespeople has moved into the chat window. Instead of googling and comparing ten results, the customer asks straight out: “who should we hire to build a deck in Uppsala?”, “which plumbing firm in Gothenburg is any good?”, “can anyone recommend an electrician in Malmö?”. The answer arrives at once, and it rarely names more than two to four firms.
It is the same considered purchase as in B2B — the customer compares suppliers before making contact — but it now happens without a single page of your website having been shown. If you are not in the answer, you were not in the selection, however good the work you do.
In Sweden this has moved fast: 41% of Swedish internet users had used AI tools during 2025 (Internetstiftelsen, the Swedish Internet Foundation). Buying behaviour has moved ahead of what most trades businesses' websites have kept up with.
Why your own site is not enough
This is the part that surprises most tradespeople: for local queries the AI engines rarely cite the company's own site first. They draw more heavily on aggregators, review sites, trade portals and Google Business Profiles — the places where many tradespeople are gathered, and where the engine can compare them against each other.
For an agency selling to other businesses the work therefore starts on the company's own website. For a trades business the order is reversed. It is the same method, but the local query calls for a different starting point.
What decides whether AI mentions you
Four things lie behind most local AI recommendations. These are what we work with, in this order:
The Google Business Profile
A complete profile with the right category, services, locations and opening hours. A half-filled profile gives the engine too little to go on — and the wrong category puts you in the wrong context.
The reviews
Reviews are one of the strongest signals for local queries, but what counts is a steady pace and currency — not a single spike. A simple system for asking for a review after every finished job beats a one-off push.
Trade portals and directories
This is where the buyer and the engine actually look for tradespeople in the area. Being listed, with correct details, is often worth more than a new subpage on your own site.
Consistent details
The same name, address and phone number everywhere. The engines build a picture of your company as one entity, and discrepancies between the sources make that picture uncertain — and then the engine picks someone else.
Only once those four parts hold together is it worth rewriting the site so that your own page can be quoted word for word too. The mechanics behind the engines' source choices are in how the AI engines choose which companies they cite.
How we work with trades businesses
Three steps, in the order the local queries require:
Free review — what does AI answer about your town?
We put the questions a buyer actually asks about your service in your town — to the five engines — and summarise the answer as an AI visibility score from 0 to 100. You see which competitors are named instead of you, and get the first three actions. Costs nothing and commits you to nothing.
Local optimisation — SEK 14,900
We get the foundation in order: the Google Business Profile, a review flow you can sustain, your presence in the trade portals and consistent company details everywhere. Then we rewrite your site so that it can be cited. One project, one fixed price, no minimum term.
Ongoing monitoring — SEK 6,900/month
We run the same questions against the same engines every month and report the trend. A monthly cadence is the sensible one: 40–60% of the cited domains turn over within a month, so any single measurement says little — the movement over time says everything.
The prices are in the price list, and how the measurement works is in how we measure AI visibility.
Frequently asked questions from tradespeople
Why doesn't AI mention my trades business?
For local queries the AI engines usually do not draw the answer from the tradesperson's own site. They cite aggregators, review sites, trade portals and Google Business Profiles more heavily — and they build a picture of your company as one entity. If you are missing from those sources, or the name, address and phone number differ between them, the engine finds it hard to recommend you.
What does it cost to become visible in AI answers as a tradesperson?
The review report is free: you get the AI visibility score for your town, see which competitors are named instead, and get the first three actions. If you then want us to carry out the work, the optimisation costs SEK 14,900 and ongoing monitoring SEK 6,900 per month, excluding VAT and with no minimum term.
Isn't a good website enough?
No, not for local queries. When someone asks AI who should build the deck in a particular town, it is rarely the tradesperson's own site that is cited — the answer is usually assembled from aggregators, reviews and directories. Your own site is needed, but it is the last step in the work, not the first.
Can you guarantee that we appear in ChatGPT's answers?
No. The same question rarely returns the same source list twice, and 40–60% of the cited domains turn over within a month for identical questions. A promise of a guaranteed placement stands in direct contradiction to that measurement. We measure frequency before and after the actions and report the trend — not a position.
We already have reviews on Google — isn't that enough?
Reviews are a good start and one of the strongest signals for local queries, but they have to be current, arrive at a steady pace and be where the buyer and the engine look. A system for asking for a review after every finished job delivers more than occasional spikes — and the profile around them has to be complete: category, services, locations and opening hours.
How long does it take before we show up?
It varies with how often the engines' indexes refresh for your industry and town. Changes to profiles, directories and content often start to show within a few weeks to a few months. The work is therefore ongoing: measure, update, verify again.
What does AI answer when someone asks for a tradesperson near you?
Order the free review — you get the visibility score for your town, the competitors named instead, and the first three actions.
Start with a free review