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Google's search results look different than they did two years ago. AI-generated summaries now appear at the top of many searches, answering questions directly without requiring users to click through to websites. For service business owners, this raises an obvious concern: does this hurt my ability to get found online?
The answer is more nuanced than the fear-mongering headlines suggest. This guide explains how Google's AI search results actually work, which types of searches matter most for service businesses, and what you can do to maintain and improve your visibility.
How Google's AI Search Results Work (Simple Explanation)
Google AI Overviews are AI-generated summaries that appear at the top of search results for certain queries. When someone searches for information that can be summarized from existing web content, Google's AI reads multiple sources, synthesizes the information, and presents a direct answer.
For example, if someone searches "how to unclog a drain," Google might display a step-by-step summary at the top of the page, pulled from plumbing websites, home improvement blogs, and instructional content. The user gets their answer without clicking anything.
This is different from traditional search results in several important ways. Traditional results show a list of links with brief descriptions, requiring users to click through to find answers. AI Overviews attempt to answer the question directly, with source links provided below the summary.
AI Overviews do not appear for every search. They are most common for informational queries where a synthesized answer is useful. Searches with strong local intent, commercial intent, or navigational intent typically still show traditional results, local packs, or ads.
The key distinction for service businesses: searches like "why is my furnace making noise" might get AI Overviews, while searches like "HVAC repair near me" still show the local pack with your Google Business Profile.
What This Means for Service Business Visibility
Understanding which searches trigger AI Overviews versus traditional local results helps you prioritize your marketing efforts.
Informational searches are most likely to show AI Overviews. These are searches where someone wants to learn something: "how to fix a running toilet," "signs of water damage in walls," "what temperature to set thermostat in winter." For these searches, Google often provides the answer directly, reducing clicks to individual websites.
Local intent searches still favor traditional local results. When someone searches "plumber near me," "emergency water damage restoration," or "HVAC repair [city name]," Google understands they want a local business, not information. These searches typically show the local pack (map with three business listings), ads, and organic results. AI Overviews are less common here because the user does not want a summary; they want a provider.
The data supports this distinction. According to multiple studies tracking search result changes, approximately 65-70% of searches with local service intent still display the local pack prominently. AI Overviews appear in roughly 15-20% of informational queries, but less than 5% of queries with clear local commercial intent.
Emergency and urgent searches remain click-heavy. When someone searches "emergency plumber," they are not reading an AI summary. They are clicking the first business that looks credible and calling immediately. Time-sensitive service searches have the lowest AI Overview rates and highest click-through rates.
What this means practically: the searches most likely to become your customers still display results that favor local businesses with strong Google Business Profiles, good reviews, and relevant content.
How to Get Your Business Cited in AI Responses
While AI Overviews may not dominate your most valuable search terms, appearing in AI summaries for informational searches builds visibility and authority. When your business is cited as a source in an AI Overview, you gain credibility even if the user does not click through immediately.
Here is how to increase your chances of being cited:
Create Content That Directly Answers Specific Questions
AI Overviews pull from content that directly answers the query. If someone searches "how much does water damage restoration cost," Google looks for content that addresses that specific question with clear, authoritative information.
Structure your blog posts and service pages around specific questions your customers ask. Start with a direct answer in the first paragraph, then expand with details, factors that affect the answer, and your expertise. This format matches how AI systems extract information.
Example format that gets cited:
Question as headline: "How Much Does Water Damage Restoration Cost?"
Direct answer first: "Water damage restoration typically costs between $1,300 and $5,600 for most residential projects, with the average homeowner paying around $3,000. Costs vary significantly based on the extent of damage, type of water involved, and affected materials."
Then expand with categories, factors, and detailed information.
Use Clear Structure (Headers, Lists, Definitions)
AI systems extract information more easily from well-structured content. Use headers (H2, H3) that match search queries. Use numbered or bulleted lists for processes, factors, and recommendations. Define terms clearly when introducing industry-specific concepts.
Content that is formatted as a wall of text is harder for AI to extract from. Content with clear hierarchy, lists, and definitions is easier to cite.
Build Topical Authority in Your Service Category
Google's AI prioritizes sources that demonstrate expertise on a topic. A website with 50 articles about water damage restoration carries more authority on that topic than a general contractor website with one page about water damage.
Topical authority comes from comprehensive coverage. If water damage restoration is a core service, your website should address:
Types of water damage and categories The restoration process step by step Cost factors and typical pricing Insurance claims and documentation Prevention tips for homeowners Related services like mold remediation Local considerations specific to your service area
The more thoroughly you cover a topic, the more likely Google views you as an authoritative source worth citing.
Ensure Technical SEO Fundamentals Are Solid
AI systems still rely on crawling and indexing. If Google cannot easily access and understand your website, you will not appear in AI Overviews regardless of content quality.
Technical fundamentals that matter:
Fast page loading speed, especially on mobile Mobile-friendly design and functionality Secure connection (HTTPS) Clean URL structure Proper use of schema markup (more on this below) No crawl errors or indexation issues
These basics have always mattered for SEO. They matter even more now because AI systems need clean, accessible content to extract information from.
Leverage Your Google Business Profile Content
Google Business Profile posts, Q&A responses, and service descriptions can appear in AI Overviews for local informational queries. A search like "how quickly does water damage spread" might pull from a GBP post you wrote on that topic.
Maintain an active Google Business Profile with regular posts that answer common questions. Use the Q&A feature proactively by posting and answering frequently asked questions yourself. Complete all service descriptions with detailed, helpful information.
What Has Not Changed (And Still Matters Most)
For service businesses, the fundamentals of local search visibility remain unchanged. AI Overviews are an evolution, not a revolution.
Reviews and reputation signals are still the primary trust factors for local search. A business with 200 reviews and a 4.8-star rating will outperform a competitor with 20 reviews in both AI citations and local pack rankings. Review velocity (how consistently you get new reviews) matters as much as total count.
Google Business Profile optimization remains the highest-impact local SEO activity. Complete every section of your profile. Post weekly. Respond to every review. Add photos regularly. Update service areas and hours. These actions directly influence local pack rankings, which still dominate high-intent local searches.
Local link building and citations continue to signal legitimacy. Links from local news sites, industry directories, business associations, and community organizations tell Google you are a real business with local presence. Consistent name, address, and phone number across all listings reinforces trust.
Mobile experience and site speed affect both rankings and conversions. If your website loads slowly or does not work well on phones, you lose in AI citations, organic rankings, and actual conversions when people do click through.
The bottom line: businesses that were doing local SEO well before AI Overviews are still performing well. The fundamentals have not changed, even if the search results page looks different.
Action Plan: Audit Your AI Search Visibility
Want to see where you currently stand? Run through this audit process:
Step 1: Identify Your Key Informational Queries
List 10-15 questions your customers frequently ask before hiring you. These are the searches most likely to trigger AI Overviews. Examples:
"How much does [your service] cost?" "How long does [your service] take?" "Signs you need [your service]" "[Your service] vs [alternative]" "Is [problem] covered by insurance?"
Step 2: Search Each Query and Document Results
For each question, run the search in an incognito browser. Document:
Does an AI Overview appear? If yes, what sources are cited? Is your business or website mentioned? Where does your website rank in organic results below? Does the local pack appear?
Step 3: Analyze Content Gaps
For queries where you are not cited and want to be, examine the sources Google did cite. What do they have that you lack? Typically:
More direct answer formatting Better structured content More comprehensive coverage Stronger domain authority
Step 4: Prioritize Improvements
Not every informational query is worth chasing. Prioritize based on:
Search volume: Is this a common question? Conversion potential: Do people asking this become customers? Current gap: How far are you from ranking? Effort required: How much work to create competitive content?
Focus first on high-volume, high-conversion queries where you have existing content that needs improvement rather than starting from zero.
Step 5: Track Changes Monthly
AI Overviews are not static. Google continuously adjusts which queries show AI summaries and which sources get cited. Rerun your audit monthly to track progress and identify new opportunities.
The Local Pack Still Wins for High-Intent Searches
Here is the most important takeaway for service businesses: the searches that turn into phone calls and jobs still favor local businesses with strong profiles, good reviews, and relevant content.
AI Overviews change how people find information. They do not fundamentally change how people find service providers. When someone needs a plumber, electrician, restoration company, or HVAC technician, they search with local intent and they want to see options, reviews, and contact information. That is exactly what the local pack provides.
Your priority should be dominating local search results for high-intent queries while building content that earns visibility in informational searches. Both matter, but one drives revenue directly while the other builds awareness over time.
Moving Forward
Google's AI search features will continue evolving. The businesses best positioned to adapt are those with:
Strong Google Business Profile presence Consistent flow of positive reviews Comprehensive content covering their service topics Technical SEO fundamentals in place Commitment to ongoing optimization
These are the same factors that have driven local search success for a decade. AI Overviews add a new layer, but they do not replace the foundation.
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*Wondering how your business appears in AI-influenced search results? We offer free visibility audits that show exactly where you stand and what to prioritize. Reach out to request yours.*
