This piece argues that AI-driven search is eroding traditional organic visibility, with nearly 90% of respondents worried about being found and most planning to invest in AI/LLM optimization and increased SEO budgets. For HVAC, plumbing, and electrical contractors, immediate revenue still comes from Google’s Local Services Ads, high‑intent search ads, and strong local presence, while AI brand mentions matter but don’t yet drive reliable call volume. The survey indicates many prioritize brand visibility inside AI answers over traffic, and that LLM referrals currently convert worse than Google Search. A 90‑day plan focuses on maximizing LSAs and high‑intent Google Ads, strengthening the local entity via GBP and citations, and publishing concise, AI‑friendly content with schema and real proof of work.

AI Is Eating Blue Links—Here’s How Contractors Keep the Phones Ringing

TL;DR Nearly 90% fear losing organic visibility as AI changes search. 85.7% plan to invest in AI/LLM optimization, 61.2% will raise SEO budgets, and 75.5% prioritize brand mentions in AI answers over clicks. For HVAC, plumbing, and electrical, near-term revenue still comes from Google Search and LSAs. Build your brand entity for AI, but prioritize call-driving channels now.

What the survey actually says

• Visibility anxiety: ~90% worry about losing organic visibility as AI reshapes discovery; 87.8% fear not being found at all.
• Budget shifts: 61.2% plan to increase SEO spend because of AI; 85.7% are investing (or planning to) in AI/LLM optimization.
• Brand over clicks: 75.5% want brand visibility inside AI answers even without links; only 14.3% prioritize being cited for traffic.
• New lingo: “SEO for AI” (49%) and “GEO” (41%) are the favored labels for this adaptation phase.
• Conversion reality: ChatGPT/LLM referrals convert worse than Google Search right now; don’t expect parity within a year.
• Who answered: 300+ in-house marketers and owners, skewing medium to enterprise; nearly half ecommerce.

What it means for HVAC, plumbing, and electrical

Service calls are urgent. People still hit LSAs, the map pack, and high-intent search ads when the AC dies or a pipe bursts. AI answers might mention brands, but they aren’t driving reliable call volume yet. That will evolve, but the revenue today is still captured in Google’s paid surfaces and strong local presence.

So yes, strengthen your brand entity for AI—but don’t starve the channels that generate booked jobs this week.

Brand recall inside AI answers is helpful. Booked jobs pay the bills. Optimize for both—but prioritize calls, not clicks.

Your 90-day plan (practical, revenue-first)

1. Stabilize demand capture (now):
   • Max out Local Services Ads coverage and responsiveness. Aim for top-tier review count and fast response times.
   • Run high-intent Google Ads: branded, service + city, emergency terms. Use tight geo, call extensions, and call-focused conversion goals.
   • Scrub negatives weekly and segment by job type (repair vs. install) to protect CPL.
2. Own your local entity:
   • Google Business Profile: add services, service areas, categories, and Q&A seeded with plain-language answers.
   • NAP consistency across citations; push steady review velocity with job-type keywords (e.g., “replaced capacitor in Plano”).
   • Add organization schema (sameAs links), service schema, and FAQs on key pages.
3. Publish “AI-friendly” content (without fluff):
   • Short, direct FAQ pages answering: symptoms, safety risks, price ranges, warranty/financing, who you serve, and coverage areas.
   • Clear, scannable lists and definitions. Use real photos, tech tips, and process steps (E-E-A-T signals).
   • One concise service-area page per high-value city with unique proof (reviews, photos, permits, local guarantees).

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