How to SEO Your Landscaping Company to Rank in ChatGPT (and other AI Search Tools)
Search is changing—and fast. Homeowners, property managers, and commercial buyers are no longer relying solely on Google to research local landscaping services. Instead, they’re turning to AI tools like ChatGPT, Google’s Search Generative Experience (SGE), and other similar tools for fast, trusted, conversational answers.
But here’s the catch: If your landscaping company isn’t showing up in these AI-generated results, you may be invisible—no matter how strong your traditional SEO is.
Let’s break down how AI search works, what’s changing (and what’s not), and how to get your company found on the platforms buyers are using today—and tomorrow.
AI Search Is Growing—But Google Still Dominates
Let’s start with the numbers. AI may be a hot topic, but Google is still the dominant player in search.
Google handles more than 16 billion searches each day. ChatGPT, in contrast, processes about 1 billion daily interactions—of which only around 37.5 million are considered “search-like.” That’s less than 4%. So while AI search is gaining traction, it’s not replacing Google. Yet.
“Search-like” queries are those where users are actively seeking information or recommendations—similar to how someone might use Google to look for a local contractor, compare service options, or research a specific product or solution.
That’s why many forward-thinking landscaping companies are taking a dual-platform approach—optimizing for both traditional search engines and AI-powered tools. The goal isn’t to choose one over the other, but to be visible across both.
Why You Can’t Always Track What Works in AI Search
AI tools don’t function like Google. Instead of directing users to a website, they often deliver “no-click” answers—providing information directly within the platform. That presents a measurement challenge: no clicks, no impressions, and no rankings. Still, a few useful tracking methods exist. Google Analytics 4 (GA4) can reveal whether traffic is originating from AI platforms, while call tracking tools like CallRail can help attribute form fills or calls to AI-related sources. Ultimately, visibility in AI search is about discoverability, not attribution. Even if the conversion path isn’t visible, being cited in a ChatGPT answer builds authority—and over time, higher-quality leads often follow.
Unlike Google, ChatGPT and similar AI tools don’t usually display links to websites. Instead, they reference content based on credibility, clarity, and contextual alignment. That means well-structured, trustworthy content is more likely to be paraphrased or cited—even if the user never clicks a link. The goal is to become a trusted source that AI tools draw from during relevant conversations.
Build Entity-Based SEO Into Your Foundation
AI search relies on context, not just keywords. That’s why entity-based SEO has become essential. Entities are specific, recognizable concepts that AI tools use to connect information—for example, “paver patio,” “Arizona landscape lighting,” or “commercial snow management contract.”
To build authority in AI-generated search, it’s important to include these entities in ways that feel natural and helpful. This involves identifying the core services and regional terms relevant to the business and weaving them into page headlines, subheadings, image alt text, and structured data. Phrasing needs to be specific and clear—think “Outdoor Kitchen Construction in Maricopa County” instead of something vague like “Our Work.” Within reason - to avoid keyword stuffing.
Going a step further, aligning content with the principles of E-E-A-T—Experience, Expertise, Authority, and Trust—helps signal legitimacy. These cues set a real business apart from AI-generated noise and can increase the likelihood of being cited by AI platforms.
Structure Content the Way AI Reads It
AI models like ChatGPT scan for clarity, intent, and structure. Content that’s fragmented, unorganized, or written purely for human browsing often gets overlooked.
To stand out, start by answering real customer questions using clear, logical headers. Keep the language conversational and natural—mirroring how people actually speak—and organize the layout so it’s easy for both readers and AI to scan. Elements like scannable sections, FAQs, and focused messaging make a big difference.
Using the StoryBrand framework helps ensure the reader stays at the center of the narrative. Instead of highlighting the company, shift the focus to the homeowner or property manager—what they’re dealing with and how the business can help. The more organized, specific, and emotionally relevant the content is, the more likely it is to be picked up by AI tools.
Types of content that tend to perform well in AI search include:
Clear answers to specific homeowner or property manager questions
Comparisons like “pavers vs. stamped concrete”
FAQs about seasonal landscaping needs in Arizona
Localized service breakdowns (e.g., irrigation installation in Maricopa County)
These formats help position your business as a go-to authority when AI tools are generating answers.
Prioritize Local Signals
Whether someone types a query into Google or asks ChatGPT for a recommendation, location plays a major role in determining which businesses show up. Both platforms elevate results that feel local, trustworthy, and directly tied to the user’s region.
To boost visibility in local search, weave geographic language thoughtfully throughout the website. That could mean updating page titles and headers to reflect your actual service area—like referencing Maricopa County or Arizona instead of using generic phrases such as “Our Services.” Meta descriptions can also be fine-tuned to reinforce local relevance, giving both AI tools and search engines the context they need.
In the content itself, incorporate location-relevant questions and answers when it adds value. That might involve discussing the best landscaping materials for Arizona’s climate or addressing drainage concerns that vary across Maricopa County. Highlighting specific towns, neighborhoods, or project examples adds both credibility and a sense of place.
This kind of detail is especially impactful for design/build and commercial landscaping companies focused on dominating key markets. It shows you don’t just work in the area—you understand it. That resonates with both AI and the discerning customers it influences.
Lean Into Schema Markup and Structured Data
AI platforms may not rely on traditional SEO rankings, but they still need well-structured, easy-to-interpret content—and schema markup helps provide that clarity, as a valuable tool in the SEO toolbox—used thoughtfully, when appropriate.
Schema is a behind-the-scenes code that offers additional context about a website’s content. When used thoughtfully, it enables platforms like ChatGPT and Google to better understand key business details—such as name, hours, services, and service areas. FAQ schema can also be added to select pages (like service, blog, or contact pages) to surface helpful content more effectively. Testimonials and reviews can be tagged in a way that reinforces trust and credibility.
Rather than applying schema universally, the goal is to use it strategically—only where it adds clarity and supports discoverability. While it doesn’t guarantee top placement, this structure gives AI and search engines a better chance of recognizing and summarizing relevant content. On Google, it may also trigger visual “rich results,” such as star ratings or expandable FAQs, that build trust before anyone even clicks.
In addition, well-structured content aligned with schema can help position your business to appear in Google’s AI Overviews—those new summary boxes that deliver direct answers at the top of search results. Google uses structured data to determine which content is reliable and contextually relevant enough to feature in these prominent placements.
Master Internal Linking (with AI Help)
Internal linking might seem simple, but when done with intention, it becomes a powerful way to build topical authority in the eyes of AI.
Smart internal link structures guide both users and AI through a logical journey. For example, a page about “Landscape Drainage” might link to a detailed article comparing “French Drains vs. Dry Wells,” which then connects to a project spotlight in Maricopa County. This kind of structure helps AI understand how various topics on the site fit together.
Tools like ChatGPT, Semrush, and sitemap audits can be used to review internal linking health and uncover missed opportunities. That might include recommending new cluster topics to support a high-priority service or strengthening connections between related pages.
When internal links mirror a company’s service strategy and reinforce its expertise, they act as a navigational map that both AI and Google can follow.
Optimize Beyond Your Website
AI tools don’t limit themselves to your website—they scan your full digital presence. That means inconsistencies across platforms can weaken visibility and credibility.
A well-maintained Google Business Profile is a foundational asset. A complete, verified listing—featuring current hours, services, images, and reviews—supports visibility in both Google SGE and AI-generated responses.
It’s also important to maintain a presence on trusted third-party platforms like Houzz and Yelp. These sites often appear in AI summaries and contribute to local authority. Incomplete or inconsistent listings on these platforms may result in missed opportunities to establish trust. Beyond listings, earning high-quality backlinks from reputable sources—including local news outlets, industry publications, relevant home improvement blogs, or community websites—can further strengthen credibility signals and reinforce your business as a trusted resource.
Local directories also play a role, especially when they help maintain consistent name, address, and phone number (NAP) data across the web. Video content adds another layer of visibility. Project walkthroughs, educational clips, and client spotlights can be optimized with transcripts and metadata, making them easier for YouTube and AI models to understand and surface.
The more consistent a business appears across platforms—and the more aligned the messaging—the better the chances of earning placement in AI-powered recommendations.
Tie SEO to Strategy, Not Just Traffic
SEO performance is often measured by traffic or rankings, but those numbers only matter if they drive the right results—like high-quality leads or strong conversion rates on key services.
The most effective SEO strategies are the ones that align with larger marketing and sales goals. For example, if paid media campaigns depend on high-converting landing pages, those pages can be optimized with schema and local SEO to improve both visibility and conversion. If commercial contracts offer the strongest ROI, content can be tailored to attract those decision-makers while naturally filtering out less-qualified traffic.
Longer sales cycles also come into play. High-end residential and commercial clients often take weeks or even months to make a decision. SEO helps maintain visibility throughout that research phase, reinforcing brand credibility along the way.
Ultimately, SEO is most valuable when it brings in the right prospects—not just more clicks. If it’s not helping grow the business, it’s time to re-evaluate the strategy.
