The 2025 desktop search changes will impact home improvement companies in several ways, particularly in how they generate leads through search. Here’s how these developments might affect your clients and what adjustments they should consider:
1. AI-Powered Local Search in Windows 11
➡ Impact:
- Homeowners searching for local remodeling or home improvement services on their desktops may experience more AI-driven, context-aware results.
- If Microsoft expands this capability to Bing searches, companies leveraging local SEO and paid search ads on Bing could gain more visibility.
✅ Actionable Tip:
- Ensure Google Business Profile (GBP) and Bing Places listings are optimized with complete business details, high-quality images, and updated service areas.
- Test Microsoft Ads (Bing Ads) to see if AI-powered search improves visibility for local searches.
2. Google Search’s “Profound Changes” in 2025
➡ Impact:
- Google’s shift towards AI-enhanced search experiences may reduce traditional organic search rankings in favor of AI-generated answers.
- Paid ads (Google Ads, LSA) might become more competitive as organic traffic declines.
- AI-driven searches could favor high-authority brands and content-rich websites over standard service pages.
✅ Actionable Tip:
- Invest in high-quality content (guides, FAQs, and video explainers) to align with AI-driven search.
- Optimize for Google’s AI-generated answers by using structured data and providing clear, expert-backed information.
- Diversify lead sources—don’t rely solely on organic rankings; leverage Google Ads, YouTube, and remarketing.
3. Compliance with EU Regulations (Search Result Display Changes)
➡ Impact:
- Google is adjusting how it presents business search results in compliance with the EU’s Digital Markets Act.
- If these changes expand beyond the EU, Google’s Local Pack and search rankings may become more competitive for home improvement businesses.
✅ Actionable Tip:
- Strengthen brand visibility outside of search (social media, retargeting, and direct traffic).
- Implement AI-powered chatbots and lead capture forms on the website to convert traffic before they click on competitors.
4. Microsoft’s ‘Recall’ Feature in Windows 11
➡ Impact:
- Users can search their past online activity, meaning a potential customer who previously visited a home improvement website could easily rediscover it through Recall.
- This could increase return visits and conversions, benefiting companies that make a strong first impression.
✅ Actionable Tip:
- Ensure branding and messaging are memorable so users recognize and revisit the site.
- Use remarketing ads (Google, Facebook, and YouTube) to stay top of mind.
Key Takeaways for Home Improvement Companies
✅ Double down on paid search ads—as organic results become less prominent, Google and Bing Ads will be crucial.
✅ Invest in local SEO—ensure GBP and Bing Places profiles are fully optimized.
✅ Create AI-friendly content—detailed guides, FAQs, and authority-building content will help in AI-driven search.
✅ Use remarketing & retargeting—stay in front of potential leads who’ve engaged with your site.
✅ Monitor new AI search trends—stay flexible and adapt strategies as AI-powered search evolves.
