Dear Anna

AI Search Is Changing Contractor Websites Fast

A-Squared Marketing CEO Anna Anderson explains how contractors can prepare websites for AI search and better visibility.

By John Wyatt, Anna Anderson, Jill Bloom, Executive Director, Roofing Contractor

Why Page Speed Just Became More Important — Chris Pirrone | Roofing Contractor

Artificial intelligence is rapidly changing how contractors are discovered online, and according to Anna Anderson, CEO of A2 Marketing, now is the time for companies to evaluate whether their websites are ready for the shift.

During this episode of Dear Anna on the “Best of Success” podcast, Anderson spoke with Roofing Contractor Executive Director Jill Bloom to discuss how Google’s latest search updates are redefining digital marketing. While traditional SEO remains essential, Anderson explained that AI-powered platforms like Google's Gemini, ChatGPT, Perplexity and Grok are introducing new requirements for websites that want to remain visible.

Roofing Contractor presents The Best of Success Podcast Show

Why Page Speed Just Became More Important

Marketing expert and A2 CEO Anna Anderson discusses how to learn why AI-ready websites and PageSpeed scores now matter more than ever for contractors.

At the center of the discussion was Google's PageSpeed Insights tool, which continues to measure website performance, accessibility, best practices and SEO. Anderson noted that strong scores in each category remain the foundation for good search rankings, recommending performance scores above 90 and accessibility, best practices and SEO scores between 95 and 100.

The conversation also explored Google's newly introduced Agentic Browsing metrics, which evaluate whether websites are compatible with AI search tools. Unlike traditional PageSpeed scores, the new system measures whether a website meets key AI-readiness benchmarks, including accessibility, stable page layouts and the presence of an LLMS.txt file that helps large language models interpret website content.

Anderson explained that websites built primarily for human interaction may unintentionally create obstacles for AI systems. Interactive features, animated elements and complex navigation can prevent AI agents from fully understanding a website's content, reducing its visibility in AI-generated search results.

Fortunately, she said, most contractor websites do not require a complete redesign. Based on recent audits, approximately half of existing websites can become AI compliant through targeted improvements, while only a small percentage require an entirely new framework.

To stay competitive, Anderson recommends contractors perform a comprehensive website audit every six months. Running Google's free PageSpeed Insights report is an easy first step, allowing contractors and their marketing partners to identify technical issues before they affect search performance.

As AI continues to reshape online search, Anderson emphasized that contractors who routinely monitor and improve their websites will be best positioned to maintain visibility, attract qualified leads and compete in an increasingly AI-driven marketplace.

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John Wyatt is editor of Walls & Ceilings magazine, bringing more than two decades of experience with BNP Media. He joined the company in 2000 as an associate editor, contributing to both Walls & Ceilings and Roofing Contractor before assuming the role of editor in 2008. In addition to his work with the brand, Wyatt collaborates across BNP’s architecture, engineering and construction (A/E/C) portfolio, supporting related publications and initiatives. He can be reached at 248-205-6659 or wyattj@bnpmedia.com.

Anna Chapman Anderson, CEO of A-Squared Marketing, has grown up working in the marketing industry. As a second generation owner, Anna is leading A-Squared Marketing within multiple industries and specialties. She speaks on national stages across the United States and works alongside business owners helping them obtain success. She is a recipient of the Joel Labovitz Entrepreneurial Success Award. Anna is an active member in Roofing Technology Think Tank (RT3), National Women in Roofing (NWiR), and Business Network International (BNI).

Jill Bloom is the innovative Executive Director of Roofing Contractor, Walls & Ceilings, Building Enclosure, Roofing Supply Pro, and the highly regarded Best of Success event. With a deep commitment to advancing the roofing, construction, and building enclosure industries, Jill oversees a robust portfolio of publications, podcasts, and events that empower professionals with knowledge, inspiration, and connections.

Her brands deliver exceptional value across multiple platforms, including:

Techos y Más, the Spanish-language newsletter of Roofing Contractor.
Safety Advisor, a newsletter focused on critical resources for jobsite safety.
Thermal Talk, a newsletter focused on insights and news for the insulation contractor.
eRock, a leading newsletter for drywall contractors.
The Enclosure Experts podcast, offering architects deep insights into building enclosure technologies.
If Walls Could Talk, a podcast dedicated to exploring trends and innovations for the wall and ceiling contractor.
The Best of Success Podcast, providing thought leadership and practical advice for roofing professionals.

Jill’s passion for professional development and fostering industry connections is exemplified by the Best of Success event, a premier gathering of contractors, suppliers, and thought leaders for unmatched education and networking.