How Angi Built a Longtail Content Strategy that Converts 79% Better

Meet Angi: The home-services provider spanning 500+ categories and 10,000 local markets

Angi connects over 150 million homeowners with vetted service professionals across more than 500 categories, from roof repair to armadillo removal. Their proprietary cost data covers 10,000+ U.S. markets, helping homeowners estimate what a service will actually cost in their city. That means Angi's content has to be broad and deeply local at the same time.

Delivering on that promise at scale requires a content operation that can keep pace with tens of thousands of markets, categories, and use cases. For years, budget created a ceiling. With AirOps, Angi found a way through it.

“Search is becoming conversational, contextual, and deeply personalized, and content strategies need to evolve with it,” said Kapil Gupta, Executive Vice President & Chief Artificial Intelligence Officer at Angi.

“At Angi, we’re taking an AI-first approach to personalize long-tail content at scale, tailoring pages to homeowner intent and local context to create more relevant matches between homeowners and pros than was ever possible with traditional approaches.”

New initiatives, same budget

The content team manages two brands, Angi and HomeAdvisor, across all those categories and geographies. In the past, only select content categories got attention due to bandwidth constraints. Everything else got deprioritized or skipped, including an entire sister brand's content library that the team struggled to revive manually in 2021.

With AirOps, Angi fundamentally changed that math. The speed and scale of their new content operation didn't just increase output. It opened entirely new strategies, including localized longtail content across thousands of markets, that convert better and are earning an outsized share of voice in AI search.

"We want content for our entire spread of locations and service types, but most of it doesn't drive enough revenue to deploy our full human effort across," says Carrie Shevelson, Senior Director of Content Strategy at Angi. "Something like armadillo removal is very niche. But people search for it when they have a problem."

"We've been able to achieve results in our current budget that felt completely out of reach before," Carrie adds. "With AirOps, we can scale 4 times faster than what would have been possible with traditional methods."

Serving demand that had nowhere to go

Before AirOps, Angi's editorial team could actively maintain content for around 200 service categories (e.g. “roof repair”) in a given year. Everything else fell below the cut line. With AirOps, the team could create content for shoulder categories that earn highly qualified site visitors and convert 79% more than generic pages.

"The long-tail has captured 7.5% incremental visits relative to the rest of the library. These are visits we would not have won otherwise, because we just didn't have a product on the shelf," says Carrie Shevelson, Senior Director of Content Strategy at Angi.

In the old model, a homeowner searching for something specific, like estimating the cost of a home fire sprinkler system, might land on a competitor's page or abandon the search entirely. Now Angi has an answer.

Making priority pages more discoverable

The second major shift was enriching Angi's highest-value pages with localized FAQ content, to compete in AI search. LLMs are the new battleground of organic discovery, where longtail searches are the norm, and this localized FAQ content helps Angi consistently appear as a top reference.

"Previously, all cities for a given home service had the same generic FAQ content," says Caroline Gilbert, Director of Content & Editorial at Angi. "Now our library hosts unique sets of FAQs with localized information."

Over two quarters, the results were clear:

• 2x the coverage of high-priority pages with localized FAQ content
• Content enriched with proprietary cost data from each of Angi's 10,000+ markets
• AirOps Sentiment Tracking shows their mentions are trending positive, with LLMs describing Angi in increasingly favorable terms

"We believe the local lens will perform better because these chat UIs are so contextual," Carrie says. "Instead of just 'plumber,' it's 'fix my toilet flapper in Seattle.' Everything is long tail now."

Refreshing a sister brand to reverse a visibility freefall

The Angi team also manages content for a sister brand, HomeAdvisor. Due to bandwidth, the HomeAdvisor content library hadn’t been updated and had been in SEO decline for the last five years.

"We attempted to pick up publishing on HomeAdvisor back in 2021-2022," Caroline recalls. "It took us close to 12 months, and we only touched like a quarter of the library. It just continued to freefall. What we tried to push up the hill three years ago was simply not possible."

Both brands cover similar topics from the same proprietary data, so the team built an AirOps workflow that takes a single piece of Angi content and produces a second version in HomeAdvisor's voice. Brand Kit configurations encode each brand's tone and style rules. Every piece of content now refreshes both libraries without additional investment.

The difference in approach:

• 2021-2022 manual refresh: 12 months, touched 25% of the library, decline continued
• With AirOps: both brands refresh simultaneously from a single piece of source content, no additional budget

HomeAdvisor posted its first year-over-year positive performance in content-sourced service requests and revenue after five years of decline, all without a single additional dollar of content investment.

Publishing in days, not months

Before AirOps, Angi's standard editorial process took about a month from idea to publish. Strategy, writing, editing, and manual CMS uploads all added up to 25-35 days per piece. On top of limiting output, long production processes hurt brand visibility, given that content freshness is a top factor for LLMs deciding what content to mention and cite.

Now that same process takes roughly a few days, around 80% faster, helping Angi’s content get cited and discovered.

The speed gain didn't come from cutting corners. It came from automating the manual steps that used to consume editorial time. The team encoded brand standards, structural requirements, and quality checks directly into AirOps using Knowledge Bases, which are collections of brand rules, style guides, and templates that get injected into content to maintain quality and brand-alignment.

Editors become strategists, not proofreaders

Angi’s content team manages a large-scale operation, with over 50 freelancers contributing on top of the core team. With AirOps in place, the team was able to refocus employee experts on the strategic and editorial work that matters most, while AI assists with the execution.

"Before, editors were having to check for simple grammar and syntax or ensure that the writer actually followed the brief," Caroline says. "We've been able to build Knowledge Bases within AirOps to cover all those tedious checks, so that an editor is actually spending time on the stuff that really matters."

That shift freed content creators to focus on clarity, activation, and conversion. "Our editors are not copy editors," Caroline says. "They are strategists who have to think bigger picture. Is this clear for our reader? Will this content activate them, inspire them, educate them?"

This kind of scale is only possible because the team treats AirOps as a system to maintain, not just a tool to use. Caroline herself builds strategies, files bug reports, and runs QA.

This process, called Content Engineering, is a forcing function to codify what "good" actually means: defining brand standards, quality thresholds, and editorial rules precisely enough for a system to enforce them. "The deeper I stay in the work, the sharper my judgment gets," she says.

Results

• 4x the output, covering two brands across 500+ service categories
• Doubled coverage of high-priority pages, enriched with localized FAQ content that improves discoverability in traditional and AI search
• Up to 79% better conversion rates on longtail pages created by AirOps
• 80% faster production, redirecting editorial effort from checklists to conversion and content strategy
• Dominant share of voice in AI search, with sentiment trending positive as AI engines increasingly cite Angi in favorable terms
• First YoY growth in visibility, service requests, and revenue for HomeAdvisor after five years of decline

What's next: New markets and strategies

Angi is piloting Brand Kit configurations for international locale transformation, using the same system that powers their dual-brand strategy to adapt content for new markets and languages. And the team is going deeper on AEO, betting that the same localized strategy that recovered HomeAdvisor will position them for a search landscape where the most specific answer wins.

"The biggest surprise was how quickly the relationship with AirOps moved from tool vendor to strategic partner," Carrie says.

A year ago, most of this work lived below the cut line: good ideas the budget couldn't justify. Angi's question is no longer "can we afford this?" Instead, they’re asking: "what should we take on next?"