How to optimize for AI overviews is now a crucial part of getting your remodeling business seen online. Google is changing how homeowners find and hire construction pros—often answering their questions before they even visit a website.
If you’re not optimizing for the right types of searches, you could be losing leads—not just to competitors but also to AI-generated results that pull information directly from searches and limit website clicks.
That’s why I want to break down two key types of search queries:
- “Know” queries (people looking for information)
- “Do” queries (people ready to take action)
Most construction pros focus on “Know” queries, but if you want more qualified leads, you need to start optimizing for “Do” queries—without ignoring the value of “Know” searches.
Here’s what you need to know.
“Know” Queries—Your Key to AI Visibility
“Know” queries are informational searches—homeowners trying to learn about remodeling, costs, and trends. These are especially important for AI-generated overviews, which pull information from authoritative sources. Here are a few examples:
Know Simple (Quick Answers)
Example: “How much does a bathroom remodel cost?”
AI Impact: Likely answered directly in AI results, reducing clicks to your website.
SEO Strategy: This is still valuable for brand visibility, but you must be prepared for fewer conversions (i.e., clicks to your website).
Know Complex (In-Depth Answers)
Example: “What’s the best flooring for a bathroom remodel?”
AI Impact: AI overviews may summarize the answer but will still link to trusted sources—so be that trusted source.
SEO Strategy: Create long-form, well-structured content (guides, blog posts, FAQs) to become the go-to expert in your market.
Why “Know” Queries Matter
“Know” queries matter because they position you as an authority in your industry and help build trust with potential clients early in their decision-making process. While they may not generate immediate leads, they increase brand awareness, improve SEO rankings, and can be featured in AI overviews—keeping your business visible even when users don’t click through to your site.
“Do” Queries—Your Best Lead-Generating Opportunity
“Do” queries indicate intent—homeowners searching for construction pros, estimates, or consultations. These are your biggest opportunities for generating leads because they attract people who are ready to act.
Examples of “Do” Queries:
- Hire a kitchen remodeling contractor near me
- Find an exterior house painter in [city]
- Book a furnace maintenance service in [city]
- Find a window replacement company near me
Why “Do” Queries Matter
These are the searches that lead to inquiries and booked projects. Google prioritizes actionable content—like clear service pages, landing pages, and calls to action. AI overviews are less likely to answer these queries, which gives you a better chance of getting the click.
How FAQs Help with “Know” Queries (Informational)
Frequently Asked Questions (FAQs) are ideal for “Know” queries because Google loves structured, quick-answer content for AI overviews and featured snippets.
For example, “How long does a kitchen remodel take?” → Your FAQ answers concisely, increasing your chances of being pulled into AI-generated search results.
Optimization Tips:
- Keep answers concise and direct (Google favors quick summaries).
- Use structured data (FAQ Schema Markup) to increase visibility in search.
- Link to detailed articles if a more thorough explanation is needed.
How FAQs Help with “Do” Queries (Transactional)
FAQs can support conversion-driven searches by addressing homeowner concerns before they take action.
For example, “Do you offer free remodeling consultations?” → Your answer should explain the consultation process and include links to book a call.
Optimization Tips:
- Write answers that guide users toward taking action.
- Include internal links to service pages, quote request forms and portfolio pages.
- Use clear calls to action (CTAs) within the FAQ.
How to Optimize for Both “Know” and “Do” Queries
As you review your website to determine how to improve your content, you’ll want to optimize for both “know” and “do” queries. Here are some ideas:
- General FAQ Page: Covering broad “Know” questions like costs, timelines, and design considerations. It helps with AI overviews and featured snippets.
- Service-Specific FAQs on Landing Pages: Address “Do” questions directly related to hiring your firm. It helps reduce friction and increase conversions.
Search is changing, so optimizing for both “Know” and “Do” queries can educate potential clients, build trust, and attract high-intent leads who are ready to take action.
Want to stay ahead of the curve?
Join the waitlist for The Remodelers Marketing Club, launching Summer 2025—a community for remodelers, custom home builders, and specialty contractors who want to simplify marketing, attract better leads, and stand out in a competitive market.
There’s no commitment—just first access to exclusive pricing, actionable strategies, expert guidance, and a network of industry pros when we launch.