AI SEO is a relatively new phenomenon for local plumbers but one you must take seriously if you plan to maintain or increase your online lead generation in 2025.
I’m Nolen Walker, the founder of Plumbing Webmasters, and I’ve been crafting SEO campaigns for plumbers for over a decade.
Google AI overviews have shifted how consumers find information about plumbing companies online.
AI overviews became universally available to Google users on May 14, 2024.
This new way of delivering search results followed the revolutionary technological emergence of artificial intelligence, popularized by the large language model web application, ChatGPT.
Because of these recent advancements, plumbers must expand their SEO strategies to include AI search engine optimization.
As the founder of Plumbing Webmasters – the top SEO agency for plumbers in the United States, I will help guide you through this new search engine terrain so your plumbing company can continue to thrive on Google search.
What is AI SEO for Plumbers?
AI SEO for plumbers involves optimizing web content to appear in artificial intelligence answers from Google AI Overviews, Gemini, ChatGPT, Perplexity, and other AI/LLM tools.
AI SEO aims for your plumbing company to show up in answers to these AI/LLM tools as their users ask questions.
How is AI SEO Different Than Traditional Search Optimization?
While traditional SEO efforts contribute to artificial intelligence optimization, AI tools use a different process for delivering answers than a standard search engine.
Unlike old-school search results, which use an algorithm to deliver website results based on on-page keyword relevance, links, and domain authority, AI tools use mentions across training data to prioritize results.
Furthermore, AI search results are less consistent than traditional search engines. For example, ten searches within an AI search tool might deliver ten different answer variations.
In contrast, a traditional search engine would generally deliver the same results repeatedly (until an algorithm update occurred).
AI Search Engines
One confusing aspect of AI’s emergence is distinguishing between a Large Language Model (LLM) and a search engine.
Tools like ChatGPT are technically “not search engines” even though users are asking it specific questions (including questions about local plumbers)
Meanwhile, Bing uses OpenAI’s GPT model (The LLM that powers ChatGPT) to deliver AI-driven search results.
Additionally, ChatGPT has launched a new search engine called SearchGPT on a limited basis (few people currently have access to it).
Google SGE (AI Overviews)
Google has branded the AI portion of its search results with several different names over a short span.
It was known as Bard, then SGE or Search Generative Experience, while most now refer to it simply as AI Overviews.
Users are growing increasingly accustomed to its results regardless of its official name.
Microsoft Bing with CoPilot
Like Google’s AI Overviews, Bing’s CoPilot delivers AI-driven answers to a standard Bing search query.
While Bing has failed to take many users away from Google, it receives enough usage for plumbers to be aware of.
Perplexity
Perplexity is both a search engine and an “AI tool” in that it cites sources based on search queries.
Plumbers want to appear in Perplexity’s AI answers but can also use it as a tool to help find relevant sources for external links.
SearchGPT
When SearchGPT launches to the general public, its impact will likely be greater than any search engine on this list (aside from Google).
ChatGPT already has significant brand recognition, and its development of a search engine will likely attract users after launch.
With this in mind, plumbing companies should focus on optimizing content for the future popularity of SearchGPT.
SEO Content and AI for Plumbing Companies
As Rand Fishkin cites “mentions across training data” as a prominent ranking factor for AI search results, it’s important to note that AI and Large Language Models (LLMs) are trained primarily by the internet (meaning web content).
With this in mind, it’s vital for local plumbers to refine their SEO content approach to maximize AI visibility.
My agency, Plumbing Webmasters, is on the cutting edge of this shift thanks to our SEO software tool, DataPins.
DataPins generates AI-friendly SEO content that AI tools can use for training data, resulting in local plumbing companies getting mentioned in AI answers.
AI Answer Examples for Local Plumbing Company
Take a look at this example of a local plumbing company in Waterford Township, Michigan.
This company used DataPins to detail the specific usage of a PVC pipe.
In another example, the company used DataPins to mention their use of a specific water heater brand, allowing them to show up in Google’s AI overviews.
These detailed examples train LLMs and AI tools to recognize local plumbing jobs for specific companies and brands, resulting in greater search engine visibility.
AI SEO Tools for Plumbers
Plumbing companies can use various AI tools like ChatGPT and Perplexity to assist with the AI process.
These tools can help create SEO content outlines, review content quality, and cite informative sources for external links.
However, when discussing AI tools for website SEO, plumbers should focus on DataPins.
ChatGPT
ChatGPT should not be used to generate your plumbing content without human oversight.
However, it can be used to generate SEO outlines, analyze content, and generate images.
The latest version of ChatGPT also cites sources from around the web, meaning it can be used to find valuable external links to include within your content.
Perplexity
Perplexity is a useful AI tool for SEO research and does a great job of citing sources that you can use for external links within your plumbing content.
While ChatGPT may have more extensive use cases, Perplexity is the best available AI tool for research and information gathering.
DataPins
DataPins is the most potent AI SEO tool for websites as it transforms recent plumbing jobs into AI-friendly SEO signals, allowing LLMs to train using specific job site information.
In my expert opinion, DataPins is the most powerful AI tool available to local plumbers.
The Future of Artificial Intelligence Search Engine Optimization
As local plumbers, we are merely in the beginning stages of AI search engine optimization.
The percentage of queries delivering AI overviews has fluctuated significantly throughout 2024, reaching a low of 7% in July but recently seeing an uptick in October.
Local queries generally have the lowest amount of AI overviews, which is of significant note to plumbers.
However, my agency has noticed more local queries delivering AI overviews recently.
With all that being said, plumbers must adjust to this new feature (and larger behavioral shift) without abandoning more traditional Local SEO concepts that remain integral to online success.
For example, plumbing companies must remain vigilant in their efforts to rank within Google’s Local Map 3-Pack while adding an AI and LLM strategy.
In other words, you are not replacing your existing Local SEO strategy but expanding it.
Final Thoughts on AI SEO for Plumbing Companies
While it’s clear that plumbers have entered a new frontier of search engine optimization with the emergence of AI search engines and tools, the optimization required to maximize visibility on these platforms remains murky.
My agency, Plumbing Webmasters, is on the cutting edge of this phenomenon.
Our software, DataPins, was engineered to simultaneously help plumbers rank well in AI and traditional search.
For plumbing companies seeking answers about the future of search and steps they can take to ensure visibility, Plumbing Webmasters can help.
You can call my personal cell phone at (877) 388-9884 to discuss how I can help your company rank with AI SEO.
