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In a rapidly evolving plumbing and heating landscape, where technology and customer behaviors constantly change, artificial intelligence presents new challenges and opportunities for local businesses.
The rise of AI has redefined how consumers search, research and select services. However, while AI changes the game, it doesn’t mark the end of local SEO—it simply shifts the strategy. With the proper adjustments, plumbing and heating companies can continue to build visibility, trust and engagement with potential customers.
How AI is shaping consumer behavior in plumbing: As AI-driven tools become mainstream, customers are accessing more information about plumbing issues before reaching out to inquire about your services.
This shift means embracing a new customer mindset for your plumbing and heating business: customers are now more informed and often more opinionated. They might come with preconceptions about solutions or pricing they’ve found online. Go ahead, embrace this curiosity. Educate and engage with these customers—they’re seeking an expert willing to go deeper.
When plumbing contractors take the time to “nerd out” with customers, answering questions and dispelling misconceptions, they build trust and position themselves as a reliable, knowledgeable partner. Your patience and expertise can lead to stronger customer loyalty and result in more positive online reviews.
Those who reject engaging their customers like this risk seeming dismissive or even arrogant, leading to reviews that reflect poorly on their business.
Why local service needs haven’t changed: Despite the influence of AI, the need for local plumbing and heating contractors is as essential as ever. Google remains the top resource for connecting consumers to local services, with the search engine still the heart of online visibility.
However, customers’ approaches to search results have changed significantly, and they no longer focus solely on websites.
Today, the most valuable real estate lies in Google’s Local Map Pack, where Google Business Profiles are displayed. This section captures the lion’s share of local clicks nowadays. This is where customers are looking for a “plumber near me” to use. Thus, this is where plumbing and heating companies must shift their focus for maximum impact.
Any consumer clicking on one or more of the Top 3 GBPs that Google recommends in the Local Maps Pack or on Google Maps is deciding who to call and ultimately hire in short order. This is very different from a “tire-kicker” checking out your website for pricing or finding information to troubleshoot their problem themselves.
In addition, a customer who visits your GBP is nearly a referral-grade customer because most have looked at or even read through your reviews to get a sense of your business. Reading your great reviews allows them to sell themselves on the idea of doing business with you before they call you. You want those referral-grade calls!
Trust signals that drive plumbing contractor selection: Positive reviews act as today’s version of word-of-mouth marketing in its new digital form–signaling trustworthiness to potential customers. In fact, surveys show that 90% of customers consider online reviews critical when making a buying decision, often putting more weight on them than a personal recommendation.
Additionally, accessible and transparent communication options—whether it’s phone, text, chat, online booking, or email—establish trust and make it easy for potential customers to connect with you. Money doesn’t like friction, as a mentor of mine always says. It should be easy to get a hold of you and easy to do business with you.
Refocusing efforts from website SEO to GBP ranking: The AI era requires plumbing and heating businesses to rethink traditional SEO. Prioritizing GBP ranking and optimization over traditional website SEO is crucial. As Google’s search engine results pages evolve, they emphasize prominently showcasing the GBPs.
Hint: Why do you think their Local Service Ads/Google Guaranteed Ads look eerily similar to the GBP listings? It’s because that is what people search for and click on most.
To maximize visibility in the Local Map Pack, focus on sending two types of key signals to Google: geographic (locationally relevant) and niche (plumbing and heating services relevant) signals. Start by ensuring GBP information is accurate, including hours, service offerings, and all relevant categories. Plumbing companies should optimize by adding keywords that matter, such as “Plumber,” “Heating Contractor,” or “Water Heater Repair Service.”
Developing localized content, adding photos, getting reviews, and addressing FAQs within your GBP creates the “signals” Google needs to rank your business prominently across your service area. Engaging with your reviews also signals to Google that your business is responsive and trustworthy.
Beyond that, focus on getting listed in local and national directories so that your business name, address, and phone number are consistently displayed across the internet. Make sure your listings on these directories properly reflect what services you offer.
Putting it all together: While AI transforms how consumers search for information, plumbing and heating businesses can use how Google has evolved its search engine experience to tailor and refine their local visibility strategy.
Prioritize customer engagement on your GBP and build local relevance with a steady stream of positive reviews and interactions. By shifting focus to rank well in Google’s Local Map Pack and reinforcing your GBP’s visibility with relevant keywords and local engagement, you position your plumbing and heating business to capture prospective customers ready to book services, not just those gathering information.
With today’s fast-paced changes in tools and technology, staying ahead in local search means blending smart data insights with personalized, expert service. Embrace the possibilities AI brings, refine your digital marketing strategy, and build stronger connections with your community through your GBP. Plumbing and heating contractors who are ready to adapt will find a promising future in this evolving landscape!
Chris Lollini is the owner of Reputation Igniter, an agency that hyper-specializes in only Google Business Profile optimization and ranking for HVAC and Plumbing companies. Chris’ strategies ensure strong visibility throughout a business’ local service area aimed at driving more service calls and installs–not fancy BS marketing metrics that don’t contribute to the bottom line. For more information, go to https://reputationigniter.com or contact Lollini at chris@reputationigniter.com or (972) 640-2474.