Why Your Calls May Be Down — And What You Must Do During Google’s AI “Re-Testing” Phase
What to Do Right Now To Stay Visible During AI Re-Testing
Over the last few months, Google has pushed out some of the biggest changes we’ve seen in Local SEO in years. Home service businesses across the country—roofers, electricians, plumbers, landscapers, cleaners, and more—are all reporting the same trend:
“My call volume is lower.”
“My ranking looks different.”
“My placement isn’t where it used to be.”
Here’s the truth:
There is nothing wrong with your business.
There is nothing wrong with your Google Business Profile.
And you haven’t done anything to “hurt” your ranking.
Google is currently re-testing websites and Business Profiles as part of their new AI-driven ranking systems.
This means Google is temporarily pulling your site in and out of different keyword tests to see how your business performs in the new AI environment.
It’s uncomfortable — but normal.
And it’s happening to everyone.
What “Re-Testing” Actually Means
Google’s new AI systems try to understand:
Which businesses are the best fit for specific homeowner searches
Who provides the most helpful answers
Which sites have real location signals, not spam
Which companies consistently publish fresh, trustworthy content
During this testing phase, your visibility may dip… then bounce back… then shift again.
This does not mean your business is losing authority.
It means Google is deciding where you belong as the search landscape changes.
The businesses that actively update their Google Business Profile and website will win in this phase, and they will be the ones that achieve consistent visibility on search and AI inclusion.
What to Do Right Now To Stay Visible During AI Re-Testing
Below are the most important, high-impact actions every small business owner should take immediately.
1. Update Your Website With Clear, Helpful Local Content
Google’s AI models reward sites that clearly explain:
What you do
Who you serve
What problems does your business solve
Where geographic areas you serve
Why customers trust you
Action steps:
Add seasonal FAQs and service details
Make sure every page includes the cities you serve
Add “how-to” explanations that homeowners search for
Expand thin service pages (Google hates thin pages now)
If your pages haven’t been refreshed in over six months, you are falling behind.
2. Post Weekly on Your Google Business Profile
Google is using GBP posts as “freshness signals” and “intent signals.”
Post topics to publish now:
Short FAQs: Create posts that start with a question your ideal customer might ask, and include the answer that links to your website (Learn More), where more information is provided. You will have 1500 characters to do this.
Seasonal reminders (fall cleanup, winter prep, storm season, etc.)
Safety tips
Before/after jobs
Service descriptions linking back to your site
Even one weekly post helps stabilize your ranking during re-testing.
3. Add New Photos Every Week
Photos are one of the strongest location signals Google is leaning on.
Upload:
On-the-job photos
Tools and trucks
Before/after work
Staff in the field
Seasonal projects
Geo-tagged photos (where allowed) help more than ever.
4. Strengthen Your Reviews
Google’s AI is giving more weight to review wording — not just star rating.
Action steps:
Ask recent customers to mention the service + city (“water heater repair in Keizer”)
Respond to every review with keywords naturally
Space out review requests rather than big bursts
Steady, natural reviews help during ranking fluctuations.
5. Publish One New Piece of Helpful Content Per Month
Google is rewarding businesses that demonstrate ongoing expertise.
Ideas:
Add resource pages (not blog posts) that demonstrate your expertise
A blog answering a top homeowner question
A “service process” page
A seasonal checklist
Short troubleshooting guides
This feeds Google’s AI models exactly the type of content they need.
6. Maintain Momentum — Don’t Pull Back
The worst thing a business can do right now is go quiet.
When Google is re-testing, it is actively looking for signs of:
Activity
Accuracy
Authority
Trustworthiness
Local relevance
If your competitors keep investing and you pause—even briefly—you lose visibility that can take months to recover.
This is a critical window.
This is when the winners separate from the pack.
Final Word: Visibility Will Stabilize — If You Stay Active
AI-powered search is here to stay, and Google’s re-testing phase is simply the transition period. The businesses that commit to consistent Local SEO habits will rise faster and stay visible longer once Google finishes calibrating the new system.
Your action today determines your placement tomorrow.
If you need help strengthening your Local SEO foundation or preparing your website for AI-driven search, The Small Business Guru is here to support you every step of the way.
Stay visible. Stay relevant. Stay ahead.
— Melody Campbell, The Small Business Guru
“When we rank, you bank.”