Ranking For Home Service Keywords In The AI Era
In May 2024, Google introduced AI Overviews (AIOs) across its search results pages, following a period of testing with a beta audience. This rollout brought mixed reactions. For SEOs and home service businesses alike, the sudden availability of AIOs sparked questions about their impact on organic traffic and overall search visibility.
If customers can get the answers to their queries without having to visit your website, or if Google can use your information without citing your website, will organic search become obsolete?
Our team at Leadhub decided to dig into the data with a home-service-specific study in the HVAC, plumbing, water softener, foundation repair, electrical and windows/doors industries. We analyzed over 1,000 keywords to map out when AIOs appear, which other SERP features dominate and what businesses can do to optimize their presence amid these changes.
How Often Do AIOs Appear?
For SEOs in the home service industry, the top concern around AIOs is whether they’ll reduce traffic and visibility. Based on our research, the answer is no — at least for high-value, short-tail keywords.
In fact, AIOs showed up in only 8.2% of searches across all home service verticals.
These AI summaries seem much more likely to appear in response to detailed, long-tail keywords: for example, specific “how-to” queries or questions about uncommon situations.
Our study found that 40.78% of long-tail searches triggered AIOs, while only 1.6% of short-tail searches did the same.
This discrepancy is likely due to the need for context in AI-generated responses. Broad queries, like “plumber near me,” offer little specific context for AI interpretation, meaning that the AI may not appear.
However, detailed searches provide the information necessary for an accurate and helpful AIO, which is why long-tail keywords are much more likely to result in these AI summaries.
The Dominance Of Map Pack Results
Even as AI gains traction, the map pack remains the most common SERP feature for home service keywords, showing up in 31.7% of searches across all verticals. Map pack results are especially significant for home service businesses, as they prioritize local providers and link directly to Google Business Profiles (GBPs), making them a critical tool for capturing local traffic.
How To Rank Higher On Map Pack
Optimize Your Google Business Profile (GBP)
Make sure your GBP is fully optimized, with consistent NAP (name, address, and phone number), service descriptions and up-to-date photos. Regular updates signal to Google that your business is active and engaged.
Encourage Reviews
Positive reviews play a huge role in ranking well within the map pack. Ask satisfied customers to leave reviews and respond to every review to show your commitment to customer service.
Build Local Citations
Obtain mentions on local websites, such as chambers of commerce or local news sources, which can strengthen your authority and improve map pack visibility.
Focus On Mobile Optimization
Many users search for home services from mobile devices, so a mobile-friendly website is crucial. Ensure contact information and service details are easy to access on smaller screens.
Traditional SERP Features Still Lead
Beyond map pack results, traditional organic blue links follow closely behind, appearing in 30.3% of searches. This demonstrates that while AI is emerging, tried-and-true SEO strategies — like building backlinks, creating high-quality content and improving site authority — continue to be effective.
Other notable features include shopping carousels (16.6%), which appear more often for product-related searches like water softeners and HVAC units, and People Also Ask sections, which can serve as additional opportunities to capture visibility by answering common questions within your industry.
Key Takeaways From The Study
Our research offers valuable insights for home service businesses aiming to strengthen their SEO strategy. Here’s what you should know:
- Map pack remains essential —With map pack results leading local search, optimize your GBP and secure local citations to improve your chances of appearing here.
- AIOs are limited to long-tail queries — If you want to rank in AIO-driven results, optimize content for specific, detailed keywords. However, the impact of AIOs on high-value short-tail keywords remains minimal.
- Traditional organic links hold strong — Organic blue links still account for a significant share of the SERP, showing the importance of maintaining strong SEO fundamentals.
How Do AIOs Affect Your Home Service Industry?
For a deeper dive into our study’s findings and how they can impact your specific strategy, you can download the full research report, Mapping The SERPs: The State of Search For The Home Service Industry.
By focusing on local SEO tactics and maintaining a strong organic presence, home service businesses can effectively navigate the evolving SERP landscape while capitalizing on new opportunities AI overviews present for long-tail queries.
Leadhub offers specialized SEO research, analysis, and strategy to boost organic performance in the AI age.
