The Future of Search: How Service-Based Businesses Can Prepare for 2025
The search landscape is undergoing significant changes, and service-based businesses—like commercial cleaning companies, electricians, remodelers, and repair services—are feeling the impact. Google is prioritizing paid placements, while AI tools like ChatGPT are changing how consumers find and choose providers. These shifts are creating challenges for businesses relying on traditional search strategies, but they also present new opportunities for those willing to adapt. Here’s what’s happening and how to prepare for what’s coming in 2025.
What’s Changing in Search
- Google’s Prioritization of Paid Ads
- Local Service Ads (LSAs): These are now dominating the top of search results, especially for service industries like cleaning, electricians, and remodelers. LSAs prioritize businesses based on proximity, reviews, and ad spend, making organic rankings less impactful.
- Ads in the Map Pack: Google is integrating paid ads directly into the local map pack, further reducing visibility for organic listings.
- Generative AI in Search Results: AI-powered summaries often highlight paid advertisers and well-optimized businesses, leaving little space for organic results.
- Impact on Service-Based Businesses:
- Companies relying solely on organic rankings are seeing fewer inquiries.
- Increased competition in paid ads is driving up costs, making it harder for smaller businesses to compete.
- The Rise of AI Tools Like ChatGPT
- AI platforms are becoming a go-to resource for consumers researching services. These tools prioritize brand reputation and authority over traditional SEO factors like keywords and proximity.
- Impact on Service-Based Businesses:
- Businesses with a strong reputation and recognizable brand are more likely to be recommended by AI platforms.
- Those relying only on Google’s keyword-based ranking systems may struggle to stay visible.
How Service Businesses Can Prepare for 2025
1. Invest in Targeted Advertising
Paid advertising is a short-term solution to maintain visibility in an increasingly competitive online space. Here’s how different service businesses can use ads effectively:
- Commercial Cleaning Companies:
- Use Local Service Ads to target office managers and facility owners in your service area.
- Focus on Google Ads for terms like "daily office cleaning" or "floor waxing services near me."
- Electricians (Residential and Commercial):
- Promote emergency services through PPC campaigns targeting "24-hour electrician near me."
- Use LSAs to target high-intent customers for specific services like rewiring or panel upgrades.
- Remodelers:
- Target kitchen and bathroom renovation keywords in your local area through PPC.
- Highlight high-ticket services like custom home additions or luxury remodels.
- Installation/Repair Companies:
- Run ads promoting seasonal services (e.g., HVAC repairs in winter, appliance installation for holidays).
Takeaway: Small investments in LSAs and PPC ensure your business stays visible while preparing for longer-term solutions.
2. Build a Brand That Works Across Google and AI
Branding is critical for service-based businesses looking to reduce dependency on paid ads and thrive in the evolving search ecosystem. When customers recognize your business name, they’ll search for you directly, bypassing the competition.
Here’s how to build a strong brand:
- Showcase Expertise Through Educational Content
- Create e-books or downloadable guides like:
- "5 Questions to Ask Before Hiring a Commercial Cleaning Company."
- "The Ultimate Guide to Choosing the Right Electrician for Your Business."
- "10 Signs You Need a Bathroom Remodel."
- Post blogs or social media content addressing common customer questions.
- Leverage Video Content
- For commercial cleaning: Show before-and-after videos of deep cleaning projects.
- For electricians: Film a walkthrough of an electrical upgrade explaining the process.
- For remodelers: Highlight completed projects with a virtual home tour.
- For installation/repair companies: Create tutorials or maintenance tips to build trust.
- Encourage Reviews and Referrals
- Launch referral programs offering discounts for successful recommendations.
- Ask satisfied customers to leave detailed reviews on Google and other platforms.
- Engage in Community Activities
- Sponsor local events or participate in trade shows to increase visibility.
- Partner with complementary businesses (e.g., real estate agents, interior designers) to expand your reach.
Takeaway: A strong brand ensures your business ranks well in AI searches while also attracting direct inquiries.
3. Diversify Lead Generation Channels
While Google remains a key player, diversifying how you generate leads reduces your dependency on any single platform. Here’s how service-based businesses can diversify effectively:
- Social Media Presence
- Use Facebook and Instagram to run targeted ads featuring testimonials and completed projects.
- Post short-form content on TikTok or YouTube Shorts to engage a broader audience.
- Email Marketing
- Send newsletters highlighting special promotions, seasonal services, or recent successes.
- Optimize Alternative Platforms
- Ensure your business is well-represented on Yelp, Angie’s List, and other industry-specific directories.
Takeaway: A multi-channel strategy protects your business from over-reliance on Google’s changing algorithms.
Indispensable Marketing takes a process approach to developing and installing your small business marketing.