New Local SEO Data For Home Services: Andrew Shotland

Introducing: SERP Summary – A Local SEO Weather Report (With Substance)

You might remember Mozcast—Moz’s tool that told you how “hot” the Google algorithm was. The idea was clever, but as Andrew pointed out, it left you wondering: What do I actually do with that data?

So Andrew and his team built SERP Summary—a more actionable SEO weather report that tracks real-time volatility, keyword shifts, and SERP features (like video, local packs, or LSAs) across 100,000+ keywords, mainly in the home services space. Even better? It shows you which domains are winning and losing, city by city.

Right now it’s tracking five U.S. markets: New York, LA, Houston, Dallas, and Chicago (let’s go!). And it’s 100% free.

Why It’s So Valuable: Patterns in SERP Features

One of the biggest trends SERP Summary revealed? Videos are booming in home services searches. The data shows video results jumped from 26% of search results to 40%—in less than a year.

That means if you’re not doing video in your SEO strategy yet… you’re behind.

It doesn’t need to be high production. Even simple explainer videos or quick clips of you answering FAQs can rank. One of Andrew’s B2B clients ranked on page one for a valuable keyword with a basic video that matched user intent and got engagement.

💡 Pro tip: If you’re in pest control, HVAC, or landscaping—record some DIY tips, common mistakes to avoid, or product recommendations. Embed it on your site, upload to YouTube, and watch what happens.

SERP Real Estate: Google Isn’t That Greedy (Kinda)

Contrary to what we all assume, Google’s “ownership” of local search results—meaning how many links on the page point to Google properties—actually decreased slightly from 44.6% to 36.8% in home services. But, there’s a catch.

While fewer links are technically Google-owned, the visual real estate (think: giant LSAs, Maps, or product carousels) might still push organic results further down. So don’t let your guard down. You still need to fight for visibility.

Who’s Winning the Local SEO Game?

The top domains showing up across local home service queries might surprise you:

• Reddit

• Quora

• Angi (Angie’s List)

• Home Depot

• Yelp

• Forbes (yes, Forbes was ranking for “best landscaper” type terms)

Reddit and Quora especially have exploded, with Reddit growing at 1,000% year-over-year across categories. Why? Google sees personal experience as high-value content. People trust authentic conversations more than polished articles.

If you're not seeing those forums as competition in search—start looking.

So… Should Local Businesses Be on Reddit and Quora?

I asked Andrew if small, local businesses should invest time in Reddit or Quora. His answer: maybe—but with caution.

Reddit shows up in local queries like "best restaurants near me," even with old threads. But you can’t just barge in pitching your business. The community will eat you alive.

Instead, add real value. Answer questions from a position of expertise. Share helpful info. And if you happen to mention your service, do it like a real human—not a spammy marketer.

Same goes for Facebook groups. I’ve seen pest control guys crush it by giving helpful answers in their local city groups. People just want someone they trust. Be that person.

Forbes Got Hammered—But Still Ranks?

One of the biggest losers in the latest updates? Forbes.

Yep, they were cranking out “best plumber in [city]” listicles and dominating thanks to their domain authority. Google finally clapped back with their “site reputation abuse” update.

But here’s the wild part: they’re already bouncing back.

Why? Their team’s smart. They probably cleaned up the bad stuff and are now rebuilding. Just a reminder that authority still matters, but you have to back it up with quality.

How Local SEOs Can Use SERP Summary Practically

Here’s how Andrew uses SERP Summary with real clients:

1. Find what changed after a Google update. Use the volatility score to pinpoint dates, then see which domains went up or down.

2. Identify rising competitors. Filter by city or category (like pest control) and see which local businesses are gaining ground.

3. Reverse-engineer winners. Find what’s working for them—content, backlinks, site structure—and replicate it better.

4. Check for drops. If you lost traffic, check what other domains dropped. Are you doing similar things? Could be a clue.

One Wild Local SEO Trick That Actually Works

Andrew shared a crazy cool tactic that helped one client skyrocket in local rankings—without touching their website.

The client posted a “Help Wanted” ad. Tons of local job seekers Googled the business, clicked their Google Business Profile, and boom—rankings bounced back.

The theory? Real human interactions with your GBP drive rankings. So…

• Host an event

• Get lots of reviews

• Post a job ad (even if you’re not hiring)

More clicks = more local relevance = better rankings.

Andrew’s Favorite Tools (Besides SERP Summary)

• SEMrush & Ahrefs – Great for keyword and domain analysis.

• NAP Hunter Chrome Extension – Free tool for checking your Name, Address, and Phone number citations across the web.

• Squirrel (coming soon) – A Slack bot that tracks indexing and GBP changes with AI prompts.

Final Takeaways for Local Business Owners

If you’re a local business, especially in home services, here’s what you should do right now:

1. Start using SERP Summary – It’s free, and it shows you what’s happening in your industry in real-time.

2. Double down on video – Even simple videos can rank.

3. Monitor your competition – See who’s gaining, who’s losing, and learn from both.

4. Get engaged in communities – Reddit, Quora, Facebook groups—go where people are talking.

5. Look alive on Google Business Profile – Reviews, events, and even job posts help your visibility.

If you want to hear the full conversation, you can listen to the full episode here or watch it on YouTube. Massive thanks to Andrew Shotland for joining me again—always a pleasure learning from one of the greats.

Stay sharp, Danny Leibrandt

P.S. Check out the full episode here: