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Back in March, Google introduced a new AI-powered update to Google Map’s functionality, only available on mobile devices, for now. This update is the Ask Maps feature, “a new conversational experience that answers complex, real-world questions a map could never answer before.”
What’s Different About Ask Maps?
What does this change look like in practice? Well, instead of a user typing something like “HVAC” or “plumbing” into the Search bar, and then scrolling through results showing all of the local businesses who pop up as options, this new feature allows a user to ask Gemini a specific question, for example, “Good HVAC companies in my area for an AC maintenance appointment?” Ask Maps will then pull up a few, select businesses who it feels meet this criteria best.
HVAC contractors looking for ways to grow their business will be thinking, so how do I make sure my company is showing up in Ask Maps results?
Impact of Ask Maps on HVAC Contractors
Although Google hasn’t outright announced where this information is coming from, it looks like Ask Maps is relying on the information it finds first, on your Google Business Profile, then from your Google reviews, followed by your website, and, finally, if it still hasn’t found the answer, it will pull from third-party content elsewhere on the internet.
“We’re seeing a fundamental shift from keyword matching to conversational trust,” says CHANGE HVAC’s very own resident SEO expert, Randy Hinger. “Google’s new Ask Maps feature uses Gemini AI to vouch for a contractor based on their reviews and website depth. For HVAC businesses, this means your Google Business Profile is no longer just a digital business card, but it’s now the primary data source that trains Google’s AI on why you’re the right choice for a specific emergency.”
As a home services business, caring for your Google Business Profile has always been massively important, but with this new update, it’s become absolutely essential for visibility.
Actions To Take Right Now
- Review these “Guidelines for representing your business on Google” and ensure your Profile is both up-to-date and meets the criteria outlined.
- Ensure Service Areas in Profile are up-to-date.
- Upload any photos of recent jobs, company vans, team members in uniform, etc.
- Ask Maps will show potential customers photos it finds on your Google Business Profile in results to their questions, so make sure your photos aren’t stock!
- If you aren’t already, make sure you start responding to all reviews on your Google Business Profile.
- Take a look at your website, is all of the information on there accurate and relevant? If not, you have some work to do because this is one place Ask Maps will be using to answer user questions.
Most Importantly, Don’t Panic
The internet is changing quickly as AI becomes smarter and more efficient, but now is not the time to panic. For the HVAC contractor who is paying attention to these digital trends, changes like Ask Maps are nothing more than an opportunity to stand out to a potential new customer.
The more accurate information you’re able to provide Google with, and the more high-quality, genuine images of your business available online, the more you will come across to the average user like the trusted and reliable local HVAC company that you are.