Imagine searching for “how to fix a leaking pipe” and, instead of scrolling through a list of links, you’re given a fully written answer right at the top of Google’s results page. Sound familiar? That’s because Google has officially shifted the way we interact with search, launching features like AI Overviews and testing new functionality like AI Mode, and small businesses, especially in home services like HVAC and plumbing, need to pay close attention.
The old days of ranking through simple keyword stuffing and link-building tricks are long gone. Google’s AI-first search experience is designed to mimic natural language interaction, offering users synthesized, conversational responses. But what does that mean for your business?
At Optic Marketing Group, we’re here to walk you through what’s changing, what it means for you, and—most importantly—how you can adapt and thrive in the new era of AI-powered search.
What Is Google’s AI Mode?
Google’s AI Mode is an experimental interface that represents a deeper move toward conversational search. It allows users to toggle into a more AI-driven search experience where the search engine engages in a “conversation” to help refine queries and deliver personalized results.
Key Features of AI Mode:
- Personalized query refinement
- Multistep reasoning for complex questions
- Persistent conversational memory (in some cases)
- Integration with Google’s Gemini AI for tasks like summarizing or planning
This shift means users may spend more time interacting with Google’s AI rather than clicking on traditional organic links, which may reduce the visibility of standard search results even further.
What Are Google’s AI Overviews?
Formerly known as the Search Generative Experience (SGE), AI Overviews are already being rolled out across the U.S. and other markets. They appear at the top of many search results and offer quick, AI-generated summaries based on web content.
For example, instead of showing multiple listings for “best AC units for small apartments,” Google might now display a synthesized answer outlining the top choices with brief explanations, pulling from various websites without necessarily crediting them as prominently as before.
Key Features of AI Overviews:
- Quick answer summaries at the top of SERPs (search engine results pages)
- Fewer clicks required for users
- Often reduces the visibility of organic and paid listings
- Heavily optimized for mobile users
What This Means for Small Business Owners
If you’re in HVAC, plumbing, or another home service industry, you’ve probably worked hard to get your website ranking well on Google. But now, even the #1 organic listing could be pushed below an AI Overview. In some cases, it may not be seen at all unless a user scrolls down.
Here’s how it impacts you:
- Less Real Estate for Organic Listings: The top of the page is now often occupied by AI content, pushing your business further down.
- Reduced Click-Through Rates: AI answers mean users may not need to visit your website to get the info they want.
- More Emphasis on Contextual Relevance: Google’s AI pulls from pages that are contextually rich and semantically accurate, not just keyword-optimized.
This can be frustrating, but it also opens the door to new optimization strategies that help your content become the source for AI answers, putting your business back in the spotlight.
Adapting to AI-Powered Search: Actionable Steps
1. Focus on First-Hand Experience and Expertise (E-E-A-T)
Google’s AI Overviews lean heavily on content that demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). For home services businesses, this means your site should:
- Include author bios that prove your credentials (e.g., “20+ years in HVAC repair”)
- Share real photos, videos, and case studies
- Offer genuine, hands-on tips that show you know your trade inside and out
2. Optimize for Conversational Queries
AI Overviews aim to answer full questions, not just keywords. This means your content should reflect how people naturally talk and ask questions.
Instead of writing: “Best HVAC systems 2025”
Write: “What are the best HVAC systems for homeowners in 2025?”
Build out FAQ pages, blog posts, and service pages that clearly answer common questions from your customers. Think: “How long does it take to install a tankless water heater?” or “What’s the best time of year for AC maintenance?”
3. Make Use of Structured Data Markup
Structured data (aka schema) helps Google understand your content better. For service providers, this could include:
- Review markup
- Local business schema
- Service-specific schema
This won’t guarantee inclusion in AI Overviews, but it boosts your visibility in other areas like featured snippets, map packs, and image results—all of which still play a big role.
4. Keep Content Fresh and Accurate
Google’s AI models prioritize fresh, relevant information. If your last blog post was two years ago, now’s the time to refresh your content calendar. A 2024 study by BrightEdge found that websites that updated old content monthly saw a 26% lift in visibility in AI-influenced search.
Make sure your service pages are current, pricing is accurate, and blogs are posted regularly with up-to-date data.
5. Local SEO Is Still King
While AI is changing many parts of search, local results remain a stronghold for home service businesses.
- Keep your Google Business Profile updated
- Collect genuine, detailed reviews
- Use local-specific keywords in your content
- Optimize for “near me” and city-specific queries
AI may dominate informational searches, but when users need a “plumber in Tampa, FL,” Google still prioritizes local intent.
6. Create Multimedia Content
AI Overviews often reference multiple content formats—text, images, and videos. Businesses that offer helpful video content, such as “How to relight a pilot light,” stand a better chance of being cited in AI answers.
Consider creating:
- Short how-to videos
- Walkthroughs of common service calls
- Explainer clips on seasonal maintenance
Multimedia-rich content boosts dwell time and engagement—two factors AI may use in evaluating content quality.
How Google’s AI Impacts Paid Search
Let’s not forget the other side of the search coin—Google Ads.
AI Overviews currently appear above both paid and organic listings, which means:
- Your ads may get less visibility
- Cost-per-click (CPC) may increase as competition tightens
- Quality Score will be more important than ever
To adapt:
- Make your ad copy hyper-relevant to user intent
- Leverage Performance Max campaigns that use AI to find the right audience
- Use callout extensions and sitelinks to offer more value
Optic Marketing Group can help you restructure your campaigns to navigate this new landscape while maximizing ROI.
Will Traditional SEO Still Matter?
Absolutely—but SEO is evolving.
Old-school SEO tactics (like exact match keywords or thin content pages) are losing power. The new SEO is about depth, context, and user satisfaction.
Content that helps, informs, and resonates with human readers—not just search bots—is more likely to be surfaced by AI-powered search.
That’s where we come in.
Partner With Optic Marketing Group to Stay Ahead
At Optic Marketing Group, we understand that AI in search isn’t a threat—it’s an opportunity.
We specialize in crafting smart, adaptive marketing strategies for home service businesses like HVAC, plumbing, and electrical contractors. Our cross-channel marketing approach ensures you’re covered from organic SEO to Google Ads, and everything in between.
Our team can help you:
- Create high-quality, expert-driven content designed for AI discovery
- Optimize your website for conversational and local queries
- Refresh your site architecture for better crawlability and user flow
- Build video and multimedia assets that appeal to modern search engines
- Launch ad campaigns that stay visible even as search real estate changes
Adapt Today, Win Tomorrow With Optic Marketing Group
Google’s AI Mode and AI Overviews mark a major shift in how people search—and how businesses get found. But with the right strategy, these changes don’t have to feel overwhelming.
By prioritizing quality content, local authority, and adaptive SEO, your business can not only survive but thrive in this AI-powered search environment.
Let Optic Marketing Group be your guide. All we ask is you to trust us 1%…we will earn the other 99%.
Ready to adapt your marketing for the future of search? Contact us today to schedule a consultation and see how we can take your business from good to great.