Fragmented Industry Craves Reviews
The very nature of the home services industry with its multitudes of small service providers with little transparency to service levels of expertise drove the rapid rise of a number of industry-specific customer review platforms.
Sites such as Angie’s List, HomeAdvisor, Houzz, and Kudzu have set consumer expectations for ample, details reviews from which they can make fully informed decisions.
How Customers Use Online Reviews to Select Residential Service Providers
Google is Moving to the Forefront
Google is aggressively investing the Home Services industry in an effort to disrupt the entire consumer purchase path. A search for “plumbers near me” returns a SERP with three Google Guaranteed companies in zero position.
Google collects and presents for local service companies the standard knowledge panel details plus: Background checks, License checks, Insurance checks, Advanced verification (by specialty, such as Locksmiths), and Reputation assessments.
Google is even more explicit in the language they use regarding Local Service companies and local search ranking by stating “serious or repeatedly negative customer feedback may result in lower rankings (including not showing at all).”
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