Published by NewsPR Today | July 2025
Something’s Off with Your Plumbing Enquiries… But It’s Not You
You’ve probably noticed it. Your website’s still online. Your rankings haven’t tanked. But the phone? Much quieter than usual.
If that sounds familiar, here’s what might be happening: Google’s AI is answering people’s plumbing questions before they ever see your website.
That colourful summary box—what Google calls AI Overviews—now sits right at the top of search results, giving quick-fire advice pulled from multiple sources. It sounds handy for users, but if you run a plumbing business, it’s a big problem. It means fewer visits to your site and fewer people getting in touch.
The good news? You can work around it. Let’s walk through what’s changed—and how to stay in front of the right customers.
Related Article: Google’s AI Overview Algorithm: Simple SEO Strategy Guide for Concrete Services
Is Google’s AI Killing Your Plumbing Leads? Proven SEO Strategies Plumbers Need Now
What Is Google’s AI Doing—and Why Should Plumbers Care?
AI Overviews, or “search summaries,” are Google’s way of giving people direct answers to their questions, without needing them to click through to websites. For example:
Someone types: “What to do when your pipes freeze”
Instead of showing your blog post or tips page first, Google’s AI might pop up with a three-paragraph answer… pulled from various sites. Helpful for the searcher, sure. But it skips you, the business that wrote the actual advice.
And here’s the kicker:
- People are getting answers without ever seeing your name
- The usual “click-through” path to your contact form is gone
- Even your top-ranking articles can be reduced to background noise
Why Plumbing Sites Are Getting Hit Harder
Plumbers rely on two types of searches:
- People looking to fix things themselves (DIY searchers)
- People needing help right now (high-intent customers)
Google’s AI is absorbing both. That “how to” post you wrote two years ago? AI’s quoting it, but no one’s clicking it. That “emergency plumber near me” keyword? AI might list a few businesses, but not always the right ones.
Real-life example:
- Mark searches “how to stop a tap from leaking overnight.”
- Google’s AI gives him three quick steps.
- He fixes it himself. You never knew he existed.
Don’t Panic. Do This Instead: SEO That Still Works in 2025
Here’s the thing: while AI is shaking things up, there are smart ways to keep leads flowing. You just need to update your strategy.
1. Go After Searchers Who Are Ready to Call You
AI handles quick questions well, but when someone’s got a plumbing crisis, they want a pro.
So your site should speak to:
- People in a hurry (“24-hour plumber Glasgow”)
- People who want it done right (“certified boiler engineer Leeds”)
- People are comparing options (“best emergency plumber near me”)
Sprinkle these terms into:
- Page titles
- Service descriptions
- Meta tags
- Review responses
- And your Google Business Profile
2. Get Serious About Google Business
This one’s not optional anymore.
Your Google Business Profile is the first thing people see in map searches—and it’s often where AI Overviews grab their info. Keep it fresh with:
- Photos of your actual work
- Reviews that mention specific services
- Posts about local jobs, emergency response times, and seasonal tips
- Updated hours, especially for weekend or 24/7 services
Pro tip: Use language your customers use. If people in Newcastle call it a “cistern leak” instead of “toilet issue,” match that phrasing.
3. Start Thinking Like Your Customer
Voice searches and AI queries are changing how people ask for help. Your site should answer questions exactly as someone might say them out loud.
Some examples:
- “How much does a plumber charge to fit a tap?”
- “Is a leaking boiler dangerous?”
- “What should I do before the plumber arrives?”
Write FAQs with natural-sounding answers. Keep them short, clear, and friendly—like how you’d explain it over the phone.
4. Show Your Work—Because AI Can’t
Photos and videos of your real jobs can make a huge difference.
- Post before-and-after shots of repairs
- Record short videos explaining common fixes
- Share reviews as quotes or reels
- Use Instagram Stories or YouTube Shorts—people trust faces, not stock images
Even better, add schema markup to these posts. That’s tech-speak for “helping Google understand your content better.” It might help your visuals or videos show up in search directly.
5. Group Your Content into “Helpful Hubs”
Instead of writing random blog posts, structure your site like a toolbox. Each major service—boiler repair, leak detection, blocked drains—should have:
- One main page
- A few supporting articles (how-tos, warning signs, cost guides)
- Internal links between them
Google sees this and says, “Ah, this plumber knows their stuff on heating systems.” You’ll rank better and be more AI-friendly too.
Quick Wins to Outrank the AI Box
- Add a “Why Choose Us” section to each service page
- Ask for Google reviews that mention your location + service
- Include service area pages if you cover multiple towns
- Add a “What to expect” section to every job page
- Regularly update your blog with seasonal tips (e.g., “Avoid burst pipes in winter”)
The Bottom Line: Adapt or Get Buried
Google isn’t trying to wipe out your plumbing business—it’s just moving the goalposts.
If you’re still relying on 2018 SEO tactics, they won’t cut it in 2025. But if you start answering questions better, optimising your local presence, and offering clear proof of your expertise, you’ll come out ahead.
Because even in the age of AI, people still need someone they can trust when water’s pouring through the ceiling.
Make sure you’re that person.
