Ask an AI assistant for a roofer in your suburb and you get a short answer naming two or three businesses, with sources. The customer calls one of them. Nobody scrolls.
Answer engines quote pages that state a specific fact plainly, near the top, with something behind it. Long marketing preambles get skipped in favour of whoever answered the question first.
This is where a local business can still get ahead cheaply. Most competitors have not touched it, and the pages that earn citations also happen to be the pages that rank.