Hi ,

The biggest impact on our industry these days is the growing prevalence of AI-generated local search results and AI Overviews. The doomsayers are predicting the death of websites within the next few years and the resurgence of paid search (ads) as the only way to break through the AI noise.

I disagree.

I'm not saying it'll be easy. It'll take constant vigilance, quick pivots in tactics and strategy, and a willingness to try new things, even if they haven't yet been "proven" to work.

But for the tree care companies willing to embrace this new world and adopt new ways of doing things, the rewards will be well worth the effort.

Keep reading for brief updates on recent changes affecting how your company shows up online, what you can (and cannot) do, and what we're doing to help keep you in front of potential customers.

You may be surprised by some of the updates!

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Google has been rolling out AI-generated summaries in place of the traditional 3-listing local pack for searches like "best tree service in ...".

This is one of the most significant shifts we're tracking in local search right now. It's only just beginning, but we're already seeing massive impacts in some markets.

Some businesses are seeing huge visibility drops even without any change in their local ranking (they may rank in the top 3 in local search but not appear in AI summaries).

Others are benefitting by being recommended by AI as a "Top Local Favorite" or appearing at the top of an AI-generated "Tree Service Comparison Matrix", even if the local pack doesn't appear at all.

As AI plays a bigger role in how customers find local businesses, the strategies used to stay visible in local search must evolve. The major AI platforms look for specific things when 'deciding' which companies to surface in the search results; the key is to give them what they're looking for.

Below are just a few of the recent changes shaking up local search for tree service companies across the country.

Google's AI-Powered "Ask Maps" Is Now Live Everywhere in the US

Google's "Ask Maps" feature - which uses AI to answer questions like "find a tree service near me with weekend availability" - is now fully rolled out across the US. This is a major shift in how customers find local businesses and affects what companies need to do to ensure they surface in these AI-driven results.

Google's AI Is Summarizing What Customers Say About You

Google's Gemini AI is showing new summary sections on some local search results - things like "what people hire them for" and tips pulled straight from customer reviews. It's still early and inconsistent, but it's one more reason detailed, specific customer reviews (not just "great service!") are valuable - they help Google's AI represent your business accurately.

Google's AI Is Now Writing Some of Your Service Descriptions

Google has started using AI to generate service list summaries on some local business search results and GBP. These AI-created services seem to be based on business category and website content, and can appear on your GBP even if you/we haven't manually added them.

The problem is that the AI can add inaccurate or irrelevant services to your profile (I saw "happy trees" and "dandelions" listed as services for one client yesterday), potentially confusing searchers, misrepresenting your offerings, and affecting ranking for wrong terms.

👉 If you ever see a service listed for your business that you don't actually offer, or described in a way that doesn't sound like you, let us know and we'll get it corrected.

So, What Can You Do To Stay Relevant & Visible Online?

To keep it simple, here are two things you can do today to increase the likelihood of being surfaced in an AI-generated search response:

1. Ensure your GBP profile is complete, accurate, has strong reviews and active engagement. Ask for those reviews, respond to them, post regularly, and check your listing often to correct any AI-generated mistakes.

2. Answer the questions people are asking about the types of services you provide, even if it makes you uncomfortable to do so. What are the questions no one else is answering? What do customers really want to know? Don't hide the answers behind the typical "schedule an estimate and we'll tell you everything" response. Put it all out there on your website for everyone to see. The AI platforms will reward you.

⚠️ BIG Change Coming to Your Google Local Services Ads

Say goodbye to the Local Services Ads platform! Google is migrating Local Services Ads into the main Google Ads platform via a new Performance Max campaign type built for pay-per-lead goals. Migration starts August 2026 for select service categories (lawn care is explicitly named, and we expect tree care to be in the same early wave). 

You'll still only pay for real leads - calls and messages - not clicks, but your dashboard, reporting, and bidding controls are all moving to a new home. That means you'll make edits, view leads, and classify them as "booked" or "archived" from within your Google Ads account. 

What to know - All of your historical performance data will be lost (it's not being migrated) and your Google Business Profile data will auto-sync into the new Ads campaigns (whether you want it to or not).

👉 We're backing up your historical LSA performance data now and will walk you through what the changes you need to know before your account migrates, so nothing catches you off guard. 

You May Be Asked for a New ID Number to Set Up or Keep LSAs Running

Google has started asking some Local Services Ads advertisers to verify their business with a D-U-N-S number to stay verified and keep their ads active; without one, ad accounts could be delayed or restricted.

👉 If you're asked for a D-U-N-S number, don't worry - it's a free ID issued by Dun & Bradstreet and, in many cases, they may have already assigned one to your company. If you need to apply for one, it's a quick application process but could take up to 30 days to for your number to come through.

Not sure if you have a D-U-N-S number? Use Dun & Bradstreet’s free D‑U‑N‑S Number Lookup Tool. If you don't have one, I suggest you apply now - before you need it.

Your Review Replies Are Being Reviewed by Google - Expect Delays Before They Show Up Online

Google is now reviewing business replies to customer reviews before they go live (previously, replies published instantly with no review process), so your reply can sit for a few minutes - or occasionally longer - instead of appearing instantly. That may complicate time-sensitive reputation management efforts, particularly when responding to negative reviews.

👉 Keep replies genuine, professional, specific to the review, and policy-compliant or they may be permanently blocked. Replies that sound templated, overly promotional, or include links are more likely to get held up. 

Google Explicitly Bans Naming Staff or Setting Review Quotas

Google updated its review policy to explicitly ban two common practices: 

• asking staff to hit a specific number of reviews or a 5-star average rating, and 

• asking for reviews that name a specific staff member.

Reviews that prominently mention specific crew members by name may now violate Google's policy, resulting in review removal or GBP penalties. That doesn't mean customers can't mention someone who provided exceptional service, but it shouldn't be part of your request when asking them to leave a review.

👉 We're auditing all our client's review request scripts and templates now to make sure everything stays compliant. Take a look at your own internal processes too; remove anything that asks for staff name mentions or specific ratings. 

Here's What Else Changed in Google's Review Rules

Google also updated its Business Profile review policies by adding clearer language against unusual spikes in review activity and against offering any incentive - payment, discounts, free services - in exchange for a review. 

👉 It's simple - don't offer incentives for reviews and maintain a steady cadence of review requests. For example, don't wait until the end of the month to ask all new customers for a review; if that generates a sudden surge of reviews, you may find many of them being rejected.