Getting A Heating Company Into AI Search Results
Ranking on page one stopped being enough when the answer started appearing above page one.
The problem
The business ranked reasonably well in traditional organic results for several service terms, and its traffic was falling anyway. That combination is now common and it has one main cause.
For informational queries, Google increasingly answers the question directly. The user reads the summary and never scrolls. A ranking that used to produce clicks now produces an impression and nothing else.
Meanwhile, customers were asking assistants directly which heating company to use in their area, and the business was not being mentioned.
What we changed
Extractable answers at the top of every page
Each service page opened with a short, self contained answer to the question that page targets, written in plain declarative sentences with no marketing language. A model can lift that span cleanly and attribute it. A sales paragraph cannot be lifted at all.
Question shaped headings
Headings were rewritten as the questions customers actually ask. How much does a boiler replacement cost. How long does an installation take. What is the difference between a combi and a system boiler.
Content organised this way maps directly onto how assistants parse a page for relevant sections.
Entity consistency across the web
Business name, address, phone number, service list and description were made consistent everywhere they appeared: the website, the Google Business Profile, trade directories, accreditation listings and social profiles.
Models build confidence about an entity from corroboration across sources. Inconsistent details reduce that confidence and reduce the chance of being named.
Structured data across every template
Organisation, local business, service and FAQ schema implemented properly and validated, giving machines an unambiguous description of what the business is, where it works and what it offers.
Accreditation and trade citations
Placement and consistency on the trade sources that answer engines actually draw from when assessing whether a heating company is credentialed.
What happened
The business began appearing in AI generated answers for service and location queries where it had previously been absent, and retained its organic positions alongside that.
Specific enquiry figures belong to the client and we are not going to estimate them here.
What transfers
Answer the question in the first paragraph. Structure the page around real questions. Make your details identical everywhere. Implement schema properly rather than partially.
None of that damages traditional rankings. All of it improves the odds of being the business named when someone asks an assistant instead of a search box.
Read more about AI search and answer engine optimisation or request a free audit.