Your Website Won't Matter in 3 Years (Here's What to Build Instead) Transcript, AI Summary & Key Points

The CEO of Google, Sundarbachai, said in a recent  interview that 2027 is the year of the agents. At the same time, 58% of Google searches end  with no clicks. That means over half the people that are going to Google and searching for things  never end up on a website. They're getting their answers from AI. In this video, I'll show you why  websites will matter dramatically less over the next 3 years, what's replacing them, and what home  service businesses should be building right now to stay ahead.

I've been doing digital marketing for  home service businesses for eight years and I can tell you that this is the biggest shift from an  agency perspective, from a business perspective. And in this video, we're going to break it all  down for you. All right, before we talk about why websites are not going to be important,  let's talk about where we are right now and how it's been for the past 10 years.

People went  to Google, they searched for something, they ended up on your website, and then they converted into  a lead. And everything revolved around driving traffic to your website. So, we were obsessed  over conversion rate optimization. and you get 100 people to your website, you convert at 10%,  so you get 10 leads. You had chat widgets and popups and things to convert leads.

And these  still work right now. Sticky headers on mobile, landing pages for Google ads, call to actions,  and form submissions. This is where we're at right now. And we're over the next 6 to 12  months, we're shifting to the next phase, which is very, very dramatic shift that a lot  of people are not seeing coming, and that is phase two, the AI search era.

So essentially  before people were searching for keywords. They were searching for Hback repair near me and  they were finding businesses. They were reading reviews and then they were going to websites and  converting into leads. Exactly what I just showed you. Now people are shifting to conversations.  In fact, Google just made the biggest change in 25 years to their search engine box.

If you go  to Google right now and you type in something, instead of it saying search, it says AI  mode. And when you click that button, it actually goes to Gemini. It does not go to  traditional Google search unless you click actual enter on your keyboard. Why is this so important?  Because Google is training people on how to use conversational AI search.

And what's happening is  that people are not searching for hi parent me. They're realizing that they can actually have  conversations with these platforms and ask them questions. So for example, now we see questions  like my thermostat is on, the fan is running, but no cold air is coming out. Why? And maybe they  upload a picture and they're asking questions to try and diagnose the problem because they know AI  is smart and AI might be able to give them a quick fix or explain what's going on so that way they  can

figure out if they need to call a professional or not. People are searching for answers first.  This is the AI search era. So your content isn't competing for ranking anymore. It's competing to  become the source AI trust. And there's three main things that businesses need to do right now  when we talk about the a the AI search era. Specifically, we need to build out pricing  content.

So, people are going to Gemini, chatbt, uh, Claude, and they're asking questions and  then they're saying, "Well, how much does that cost to do?" And the reason pricing content is  so important is because people ask AI pricing questions constantly. And if you don't publish  pricing online, AI has nothing to reference. And businesses that answer this openly are  going to win.

So, imagine your business, if you do multiple different services, you  have a pricing guide for all of them. Now, when people hear me say this, they're like, "I  don't want my pricing out there. my competitor's going to see this and blah blah blah. I'm not  saying that you have to have exact pricing like your price book uploaded online or something.

What I am saying is that you need to build a guide as the authority. You need to say, "Okay,  well, if you want to get your gutters clean, here's what the high mark is. Here's what this the  low people do and here's how they interact with people. And you know, it's 99 bucks, but it's not  99 bucks. It's 600 bucks and it is 600 bucks. And here's what makes the price go up, down, sideways.

Um, here's the add-on things." And let's say you also do gutter installation, right? So, you  start building out your pricing guides based off of the service that you have. The reason is  people are asking AI, "How much do things cost?" And they want to have the answer. If you do not  have the answer to give them, they're going to sort source someone else when they actually  are looking for the information.

All right. Number two is online scheduling. There's a very  popular thing out there called agentic booking. And if you're not familiar with it, what  aic booking is is you can actually ask an AI platform, Gemini Chachib. You can say, "Hey, I  want you to schedule a reservation for me at an Italian restaurant on Friday at five o'clock." And  right now, it can go out to Open Table and Resi.

Um, this is in Google Labs. It can go out to Open  Table and Resi, find an Italian restaurant for you and actually schedule it for you and come back  and say, "Cool, you're all scheduled. Here's the recommendations. Here's the pricing. And here you  go." Now, I was literally just out in Las Vegas and I was talking with the head of product  development with Jobber and they said that they are building a native booking with Jobber online  booking already that plugs as an app directly in to Gemini and into the chatbt.

What does this  mean? Imagine for home service businesses, there's a native online booking tool, whatever CRM  that you use that allows people to schedule right online, right inside of these AI platforms. This  is in the next six to 12 months going to be a very very very real reality. I literally was just  talking to Jobber about this exact thing. And then the third thing is content from real  customer questions.

So we know people ask about pricing. We know that they are going to schedule  online with aic booking. But more importantly, we know the shift from keywords to conversations  and content from real customer questions is what we need to do. And the problem is so Google just  released a white paper on how do you rank for AEO SEO AI search. They told you exactly what to  do.

And I made a whole video on it, but the basic crypnotes is this. Google does not want commodity  content. They literally say commodity content is going to hurt your brand and they're not going to  show commodity content. Commodity content is like here's seven ways to repair your home for summer.  Very, very neutral fluff things that anyone could say.

This is called commodity content because you  could create this straight from CHBT. What they do want is very hyperspecific niche real content.  And I I used to be at a home service business. The hardest thing was getting the stories from my  technicians, getting the stories from my CSRs, and actually getting real stuff. We had  to try to come up with it our own.

So, what people need to be doing is every phone call  your company receives contains future content. Document questions, answer them publicly.  This is how you train AI to trust you. So, for this big shift of calls to content, which is  a system that we built, we actually built an AI agent that we plug into home service businesses.  It listens to the calls.

It analyzes them and every single call that comes through that's over  three minutes that has a valuable conversation it gets turned into content social media posts  video hooks SEO blog posts and the whole reason is that we want the real content to be available to  then post. So some of the content that we've seen is like instead of saying um you know HVAC repair  near me which was one of the key words it would be the example that I gave my thermostat is on my  fan is blowing but no cold air is coming out or should I

repair my entire roof or just the one  section where the shingles came off like that's an actual question. There's a you know millions of  questions. I think this past month we've generated over like 3,500 pieces of content or something.  But at the end of the day, what it comes down to is real, real is real. And that's what they want  is real conversations because people are switching from keywords to conversations.

So here's some  of the things. AI search is just the bridge. The real destination is personal AI agents. So  this is the most important part of the next two to three years and why websites are really going to  be irrelevant. We already know 58% of clicks are 58% of searches are ending with no clicks.  But when we talk about the next thing, Google just rolled out what's called Gemini  Spark.

So, Gemini Spark is a personal AI agent that you can interact with that researches,  books stuff for you and works on your behalf 24/7 without you having to actually be there to manage  it. So, the examples that they literally gave was u I need someone to work on my car, so can you  go out and research how much does this cost and a good person and then come back to me and let me  know when I can schedule the service or I want to plan a trip somewhere, you know, go do all the  research and schedule everything out.

Here's my budget. These are personal AI agents. Now, here's  the big shift. So, Google at Google Cloud Next rolled out their A2A protocol. So, A2A protocol  is this agents talking to agents. So, imagine you order something. Where's my package? You're and  and you ordered it from Target. Your personal agent, let's just say you use Gemini Spark  if you know you're going to get enrolled into that anyways probably.

Your agent goes to Target  and is interacting with Target's agents. Okay? Then the Target agent says, "Okay, well, let me go  check on UPS's system." Okay. Now, there's three agents involved. There's Gemini Spark, there's  Target's agent, and there's UPS's agent. Where we stand right now, pe these companies are spending  millions of dollars investing in these agents, and there's no protocol to connect all  of them.

What Google rolled out is the protocol to connect all of them so that they can  interact and come back to you with an answer. So, you have something that you want, you reach  out to your agent, your agent goes and figures it out, and then comes back with an answer instantly.  No search, no website, no calls, nothing. Now, here's the most important piece to this  whole thing.

Which is why I believe that these websites are not going to be relevant in the  next three to five years, and that is because Target has an agent. So, are people going to  go to Target to buy things or are they going to go to their agent and say, "Hey, can you buy  something for me? Go to Target and figure it out." Imagine local businesses, home  service businesses.

When when people go and ask their agent, "Hey, can you go  and do can you go find things for me?" What's going to happen is we're in the crawl  era right now. It's crawling websites, which is what I just showed you. You know, the pricing  page, the content, uh the online scheduling. But what if there was a place where you had all  of your knowledge, all of your information, not on a website, but in what Google calls a knowledge  catalog?

And a knowledge catalog is a verified data set of information about your business where  you can then deploy it as an agent on your behalf to interact with it. This might sound all woo  woo and crazy, whatever, but Google's literally talking about this for businesses. Like, you got  to have a knowledge catalog. They already rolled that out. You got to have uh the connection with  Google Search Console with a verified domain.

They already rolled that out. You have to have a  discoverability API. They rolled that out. They're rolling out all these things to give people the  assets, but most businesses don't know about this. And so, remember I mentioned about the agent that  we built listens to the calls, creates content. We also have it roll up knowledge basis because  we need to have a knowledge catalog because we want our clients to be ahead of the curve and  make sure that they have information.

Now, I'm not saying, hey, reach out to us and and work  with us and you have to do that because we're the only people that do this. No, what I'm saying for  you is that you need to make sure that you have these knowledge cataloges for your business. You  need to make sure that you're creating content. You need to make sure that you're documenting  everything that's happening in your business, not just for likes and shares and clicks and  all that stuff from social media, but so that you have these knowledge cataloges

so that you  can deploy an agent on your brand's behalf. Because if we're talking about agentto agent  interactions, you want to make sure you have an agent, a brand, a digital twin, a knowledge base,  whatever you want to call it for your business. So, how do you build a knowledge catalog? A  structured database of everything your business knows, the foundation AI systems consume.

So  you take your customer questions and answers, your services offered in service areas, your  expertise and credentials, your frequently asked questions, your pricing information, your  policies and processes, reviews and testimonials, real call transcripts, insights. Today's websites  are the front end. Okay, tomorrow knowledge cataloges are the foundation.

We talk about this  A2A interaction, agent to agent interaction. Websites are not going to be relevant. The crawl  era is going to be over and the data era is going to be what it's about. All right, so let me just  go back and forth. Old internet, new internet. What drives traffic? The old approach is SEO,  keywords, and backlinks. The new approach is AI, trusted content, and data.

This is why you  need to create the real content with real customer questions because it's not just  about jamming a bunch of keywords anymore. It's about conversational AI search. How customers  find you? Before they did search, website, lead. Now, it's going to be AI answers. Then the agent  takes action on both parties behalf and takes care of this.

It takes care of it. What your content  is for rankings and engagement. But rankings are not going to matter and engagement is not  going to matter. It's to train AI to trust you. I can't stress this one enough. Content is not  about rankings and engagement. It's literally to train AI to trust you as the authority and  the subject matter expert. Core digital asset.

Right now, people would say, "Yeah, my website,  it's the hub. It's the hub of everything that goes to my website." Knowledge cataloges are going  to be that because your website is essentially a knowledge catalog right now. However, it's  waiting on Google to crawl it and then source it. So imagine you could cut out all of that and  give it the knowledge catalog on your business and everyone has a knowledge catalog.

Right now  is the first mover advantage because people do not know about this. So you can actually build  your knowledge catalog and have the information in there and have a repository of trust built  with these platforms that then you can deploy. How transaction happen? Customer fills a form.  No AI agents act for them. you're going to have a Gemini Spark or some type of personal agent,  clawed agents, whatever you want to call it, that are going to be interacting with other  agents on different platforms that are

working on your behalf. The competitive advantage  is not just the best looking website or even the highest converting website. It's the  most complete data. The most complete data. That's what it really comes down to. So, here's  the checklist. Um, I've been mentioning, you know, we have this agent. This is how I'm thinking about  a digital marketing relationship for home service businesses going forward.

So, if your marketing  is not talking about this or you're like, "Hey, I this is way past, you know, just running some  ads and throwing some content up there." I'll put a link down below. Love to talk to you about  your business. See if we might be able to help you out. But, I want to give you this checklist so  that way you can go through it real quick.

So, first, start publishing, pricing content, be  transparent, become the source that AI references. I can't stress this one enough. The more  transparent and real that you can do, the better. Audit your online scheduling. So, ensure AI  agents can transact with your business. If you set up online scheduling, whether job or job  or service titan, house call pro, whatever tool that you might want to use, make sure that it has  some type of integration with aantic booking or AI search or that at least something's coming

down  the pike with that type of tool. If it doesn't, then it's good right now, but it's not going to  help you in the future. Number three, document real customer questions. Turn them into public  content. Do not work with a marketing company that starts with chatbt or AI slop and just throws  up blog posts and happy Earth social posts. like this. We're so far past this that you can't rely  on that anymore.

That's just fluff and noise. And I it pains me when people are paying 1,500, $200,  $2,000 a month for that. Like, do not do that. You can create content on your business's behalf.  You can work with tools like the like the AI agent that we built that's like, you know, way less than  that that you can actually deploy these things in your business and get an advantage.

Build a  knowledge catalog, FAQs, services, policies, service areas, expertise. I can't stress this  one enough. You got to be documenting all of your stuff. Optimize for AI citations. Focus on  being recommended, not just ranked. So, right now, people will go to chatbt and say, uh, you know,  who's the best plumber near me or whatever. And then they'll evaluate if they're showing up for  that keyword or not.

Um, I made a whole video on this, which is how to actually track your  rankings in AI search. And it's to shift from keywords like what you are traditionally used  to doing to prompting and actual like tracking prompts. And there's two things, share a voice and  mention rate, which are the most important ones. And when I say share a voice, it's how many times  that they share your information, which is why you can't just rely on a blog post.

You have to have  multiple different types of content to be shown. And think of every piece of content as  training data for the future internet. Every single thing that you create is training  the future internet, your knowledge catalog. Like it is gold. This is this is the gold of the  future. Measure AI share of voice. Track how often AI recommends your business.

It's not just about  them citing you, which is your mention rate. It's about how many times that they share your stuff  and also mention you which builds trust. So, hope this video was helpful. If you like content  like this, be sure to hit like and subscribe.