SCORE HISTORY

Your AEO baseline

May 20, 2026
Initial scan
—C
Run a fresh scan anytime to track your progress. Automatic re-scans included at 30 and 90 days.
Re-scans are limited to once per 7 days.
FULL AEO REPORT · CITED DIGITAL

Lakeway Plumbing Co.

https://lakewayplumbing.com · Plumbing
OVERALL SCORE
48/100
Grade: C
CATEGORY BREAKDOWN
AI Citation
32
Structured Data
28
Brand Entity
45
Conversational
52
E-E-A-T
61
Local AI
54

Executive Summary

Lakeway Plumbing's 48/100 AEO score reflects a critical gap: AI answer engines cannot reliably identify your business, services, or service area because you lack structured data markup and entity disambiguation. Your current score of 32 in AI citation and 28 in structured data means you're nearly invisible when homeowners ask ChatGPT, Perplexity, or Google's AI Overviews "who should I call for emergency plumbing in Murray?" Implementing the six recommendations below—prioritizing Schema.org markup and founder entity recognition in the first 30 days—will move you from undetectable to a credible candidate in AI-powered local recommendations within 90 days.

90-Day Roadmap

DAYS 1-30
Foundation
  • Deploy LocalBusiness, PlumbingService, and AggregateOffer schema markup on homepage and service pages; validate with Google's Rich Results Test.
  • Create and publish llms.txt file at lakewayplumbing.com/llms.txt stating family-owned status, service areas (Calloway & Marshall counties), emergency availability, and years in business.
  • Claim and fully verify Google Business Profile; add all plumbing service categories (water heater repair, drain cleaning, emergency services) and set service radius polygon to your coverage area.
  • Write and publish founder/owner bio page with full name, licensing credentials, years in business, and professional headshot to establish brand entity clarity.
DAYS 31-60
Optimization
  • Build 3–4 service-specific landing pages (water heater repair, emergency drain cleaning, new installation) each with conversational H2 headers matching voice-search and AI query patterns.
  • Create an FAQ page with 12–15 Q&A blocks targeting 'emergency plumber near me,' 'burst pipes winter,' 'water heater repair cost,' and seasonal plumbing issues; use conversational language matching how people ask AI assistants.
  • Publish 2–3 before-after case studies with problem-solution-outcome structure; add high-quality photos of completed jobs and embed Schema.org Review markup if customer testimonials are included.
  • Add plumbing certifications, licensing badges, and service guarantees prominently to homepage hero section and embed in meta descriptions for AI snippet extraction.
DAYS 61-90
Authority
  • Publish 8–12 monthly Google Business Profile posts covering seasonal maintenance, emergency tips, and service announcements; ensure at least 2 posts per month reference your service radius and local expertise.
  • Solicit and display 15+ customer reviews across Google, Facebook, and Yelp; respond to all feedback (positive and critical) within 48 hours to build AI trust signals.
  • Audit and refresh all on-page schema across service pages and FAQ; ensure PlumbingService, LocalBusiness, and FAQPage markup are valid, complete, and indexed by Google.
  • Monitor AI answer engines (ChatGPT, Perplexus, Google Generative AI Search, Claude) monthly for mentions of your business in plumbing recommendations; refine content and schema based on citation gaps.

Recommendations

RECOMMENDATION 01 · STRUCTURED DATA

Implement LocalBusiness + PlumbingService + AggregateOffer schema for pricing transparency

IMPACT HIGH EFFORT LOW 2-4 HOURS (INCLUDING TESTING AND VALIDATION)

Why it matters: Your current structured_data score of 28/100 means AI engines cannot reliably extract your business name, phone, hours, service types, or service area. Without LocalBusiness and PlumbingService schema, you're invisible to LLM-powered local search and AI answer engines that rely on this markup to populate recommendations.

Implementation steps
  1. Copy the schema code block below into the <head> section of your homepage (or ask your developer to add it to a global header template if you use one).
  2. Replace 'Lakeway Plumbing Co.,' phone, address, service area, and hours with your actual business data; if you offer emergency 24/7 service, set openingHoursSpecification accordingly or omit hours and note emergency availability in the description.
  3. Add a PlumbingService schema block to each service-specific page (water heater repair, drain cleaning, etc.) with the service name, description, and areaServed set to Calloway & Marshall counties.
  4. Test all schema markup using Google's Rich Results Test (search.google.com/test/rich-results) and ensure no errors appear before publishing.
  5. Submit the homepage URL to Google Search Console and monitor Coverage tab to confirm LocalBusiness schema is indexed within 1–2 weeks.
Schema code (drop into your <head>)
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "@id": "https://lakewayplumbing.com",
  "name": "Lakeway Plumbing Co.",
  "url": "https://lakewayplumbing.com",
  "telephone": "+1-270-XXXXXX",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "[Your Street Address]",
    "addressLocality": "Murray",
    "addressRegion": "KY",
    "postalCode": "[Your ZIP]",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoShape",
    "areaServed": ["Calloway County, Kentucky", "Marshall County, Kentucky"]
  },
  "priceRange": "$$",
  "description": "Family-owned plumbing services in Murray and surrounding Calloway & Marshall counties. Emergency plumbing, water heater repair, drain cleaning, and new installations. Available 24/7 for emergencies.",
  "image": "https://lakewayplumbing.com/images/logo.png",
  "sameAs": ["https://www.facebook.com/LakewayPlumbing", "https://www.google.com/maps/place/Lakeway+Plumbing"],
  "hasMap": "https://www.google.com/maps/place/Lakeway+Plumbing",
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
      "opens": "07:00",
      "closes": "17:00"
    },
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Saturday"],
      "opens": "08:00",
      "closes": "14:00"
    }
  ],
  "offersEmergencyService": true,
  "agg_offer": {
    "@type": "AggregateOffer",
    "priceCurrency": "USD",
    "lowPrice": "150",
    "highPrice": "1500",
    "offerCount": "5"
  },
  "service": [
    {
      "@type": "PlumbingService",
      "name": "Emergency Plumbing",
      "description": "24/7 emergency plumbing services for burst pipes, leaks, and urgent repairs.",
      "areaServed": ["Calloway County, Kentucky", "Marshall County, Kentucky"]
    },
    {
      "@type": "PlumbingService",
      "name": "Water Heater Repair & Installation",
      "description": "Water heater repair, replacement, and installation services.",
      "areaServed": ["Calloway County, Kentucky", "Marshall County, Kentucky"]
    },
    {
      "@type": "PlumbingService",
      "name": "Drain Cleaning",
      "description": "Professional drain cleaning and clog removal.",
      "areaServed": ["Calloway County, Kentucky", "Marshall County, Kentucky"]
    }
  ]
}
</script>
RECOMMENDATION 02 · CONVERSATIONAL CONTENT

Create service-specific landing pages (water heater repair, emergency drain cleaning) with conversational H2s matching voice-search queries

IMPACT HIGH EFFORT MEDIUM 8-12 HOURS (FOR 3–4 SERVICE PAGES WITH RESEARCH AND COPYWRITING)

Why it matters: Your conversational_content score of 52/100 indicates you lack targeted, voice-search-optimized content that matches how people actually ask AI assistants and voice devices. AI engines favor natural Q&A language; static product pages do not rank in LLM recommendations. Service-specific pages with H2 headers phrased as questions will capture 'how much does water heater repair cost?' and 'emergency plumber near me' queries.

Implementation steps
  1. Create a new page on your website for each major service (water heater repair, emergency drain cleaning, new installation); use clear, service-focused URL slugs like /water-heater-repair or /emergency-drain-cleaning.
  2. Structure each page with a brief intro paragraph (2–3 sentences), then 5–7 H2 headers phrased as common questions your customers ask (e.g., 'How Much Does Water Heater Repair Cost in Murray, KY?', 'What Causes Burst Pipes in Winter?', 'Do You Offer 24/7 Emergency Plumbing?').
  3. Under each H2, write 150–250 words of conversational, jargon-light content that directly answers the question and includes a call-to-action (e.g., 'Call us at [phone] for a free estimate' or 'Schedule emergency service now').
  4. Include at least one customer testimonial or before-after photo on each service page; add Schema.org Review markup if testimonials include a name and rating.
  5. Link these service pages from your homepage navigation and main service menu; ensure each page links back to your FAQ page and related service pages (cross-linking signals topical authority to AI engines).
RECOMMENDATION 03 · BRAND AUTHORITY

Add founder/owner bio with credentials, licensing info, and years in business to disambiguate brand entity

IMPACT MEDIUM EFFORT LOW 3-5 HOURS (BIO WRITING, PHOTO, SCHEMA MARKUP, AND CROSS-LINKING)

Why it matters: Your brand_entity score of 45/100 reflects weak entity disambiguation; AI engines cannot confidently distinguish Lakeway Plumbing as a legitimate, credible business without clear founder/owner identification and credentials. A detailed bio with licensing, years in business, and professional credibility signals authority and improves citation accuracy in AI answer engines.

Implementation steps
  1. Create a new 'About Us' or 'Our Team' page on your website dedicated to the founder/owner; include the full name, professional headshot, and a brief biography (100–150 words) covering years in the plumbing industry, family business history, and personal mission.
  2. List all relevant plumbing licenses, certifications, and memberships (e.g., 'Licensed Master Plumber in Kentucky,' 'Member of the Kentucky Plumbing Association,' 'EPA Water Heater Installation Certified'); include license numbers and expiration dates if public records allow.
  3. Add a brief statement about years in business and major milestones (e.g., 'Lakeway Plumbing has served Calloway and Marshall counties for 25+ years, with over 10,000 residential and commercial jobs completed').
  4. Embed a Person schema block on the founder bio page with name, jobtitle, credentials, and url to improve entity recognition in AI engines.
  5. Link this bio from the homepage footer, about section, and Google Business Profile 'About' field; ensure the same owner name and credentials appear consistently across all platforms (Google, Facebook, local directories).
Schema code (drop into your <head>)
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Person",
  "name": "[Owner Full Name]",
  "jobtitle": "Founder & Master Plumber",
  "url": "https://lakewayplumbing.com/about",
  "image": "https://lakewayplumbing.com/images/owner-headshot.jpg",
  "description": "Master Plumber with 25+ years of experience serving Calloway and Marshall counties, Kentucky.",
  "credential": [
    {
      "@type": "EducationalOccupationalCredential",
      "name": "Licensed Master Plumber",
      "credentialCategory": "Professional License",
      "validIn": "Kentucky"
    }
  ],
  "memberOf": {
    "@type": "Organization",
    "name": "Kentucky Plumbing Association"
  },
  "workLocation": {
    "@type": "Place",
    "name": "Calloway County, Kentucky"
  }
}
</script>
RECOMMENDATION 04 · TRUST SIGNALS

Publish case studies or before/after galleries of completed plumbing jobs with problem-solution-outcome structure

IMPACT MEDIUM EFFORT MEDIUM 6-10 HOURS (PHOTO SELECTION, WRITING, DESIGN, AND SCHEMA MARKUP)

Why it matters: Your eeat (Expertise, Experience, Authority, Trustworthiness) score is 61/100, indicating room to build trust. AI engines and their users value concrete proof of past work; before-after photos and detailed case studies demonstrating your problem-solving ability will improve citation weight in local recommendations and social proof scoring.

Implementation steps
  1. Select 4–6 recent, visually impressive completed projects (e.g., water heater replacement, major drain repair, emergency pipe burst) with good before-and-after photos and customer permission to feature them.
  2. For each case study, create a short 200–300 word narrative following the structure: Problem (what was wrong), Solution (what you did), Outcome (how it was resolved, timeline, customer satisfaction); include the project type, date completed, and customer first name (with last initial only if preferred).
  3. Create a dedicated 'Case Studies' or 'Project Gallery' page on your website with images and narrative for each project; alternatively, add 1–2 case studies to your service-specific pages (e.g., water heater case study on the water heater repair page).
  4. If customers agreed to provide testimonials, include their first name and a 1–2 sentence quote on the case study; embed Schema.org Review markup with the customer name, rating (4–5 stars), and review text.
  5. Share 1–2 case studies monthly on your Google Business Profile and social media (Facebook, Instagram if you have it); tag the post with 'Emergency Plumbing' or relevant service to increase visibility.
RECOMMENDATION 05 · LOCAL AI PRESENCE

Claim and fully optimize Google Business Profile with service list, service radius polygon for Calloway & Marshall counties, and weekly/monthly updates

IMPACT HIGH EFFORT MEDIUM 4-6 HOURS INITIAL SETUP; 1-2 HOURS PER WEEK FOR ONGOING POSTS AND REVIEW MANAGEMENT

Why it matters: Your local_ai score of 54/100 is dragged down by incomplete and under-optimized local business information. Google Business Profile is the primary source AI engines use for local plumbing recommendations; a fully filled profile with service categories, service radius, and active monthly posts will dramatically increase your visibility in both Google Generative AI Search and other LLM-powered local search tools.

Implementation steps
  1. Go to google.com/business and search for 'Lakeway Plumbing Co.' in Murray, KY; if not found, click 'Create a Business' and fill in all required fields (name, address, phone, category); if already claimed, verify ownership via phone or postcard if you haven't already.
  2. Ensure your Google Business Profile is set to 'Open' and your phone number is prominently displayed; add all plumbing service categories under 'Services' (e.g., 'Emergency Plumbing,' 'Water Heater Repair,' 'Drain Cleaning,' 'Plumbing Installation').
  3. Use the 'Service Area' feature to draw a custom radius polygon covering Calloway and Marshall counties (you can also list specific cities served: Murray, Benton, Mayfield, Hazel, Kirksey, etc.); this signals to AI engines your exact service coverage.
  4. Post at least once per week on Google Business Profile using the 'Posts' tab; alternate between seasonal maintenance tips ('Winter Pipe Freeze Prevention'), service promotions, emergency availability announcements, and case study photos; each post should mention your service area and include a call-to-action.
  5. Respond to all customer reviews (positive and negative) within 48 hours; aim for a 4.5+ star rating and at least 20–30 reviews within 90 days by actively soliciting feedback from past customers via email and phone follow-ups.
RECOMMENDATION 06 · AI CITATION

Add plumbing certifications, licensing badge, and guarantees prominently to homepage and in meta descriptions for AI snippet extraction

IMPACT HIGH EFFORT LOW 3-5 HOURS (DESIGN, COPY, SCHEMA MARKUP, AND PDF CREATION)

Why it matters: Your ai_citation score of 32/100 is critically low because AI engines cannot easily extract your certifications, guarantees, or licensing status from your current homepage. By prominently displaying badges and embedding certification schema markup, you make it trivial for AI answer engines to cite your credentials and build trust in their recommendations.

Implementation steps
  1. Add a 'Certifications & Guarantees' section to your homepage hero area or footer (above the fold is better); display visual badges or text for 'Licensed Master Plumber - State of Kentucky,' '25+ Years of Experience,' 'EPA Certified Water Heater Installation,' and any satisfaction or money-back guarantees.
  2. Write a concise meta description (155–160 characters) that includes your primary keyword, service area, and a key differentiator (e.g., 'Licensed Master Plumber in Murray, KY serving Calloway & Marshall counties. 25+ years. 24/7 emergency plumbing. Free estimates.').
  3. Create an 'Organization' schema block (in addition to LocalBusiness schema) that explicitly lists sameAs (Google Business, Facebook, professional licenses), awards, and certifications using Schema.org markup; include a reference to your licensing board's public database if applicable.
  4. Add a small text block on each service page stating 'All our plumbers are licensed, insured, and guarantee satisfaction' along with a link to your about/credentials page; this signals credibility to both users and AI crawlers.
  5. Create a simple one-page 'Credentials' or 'Certifications' PDF downloadable from your website (link it from the homepage) that lists your licenses, certifications, and professional memberships; ensure the PDF title and content include your business name and service areas for AI text extraction.
Schema code (drop into your <head>)
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Lakeway Plumbing Co.",
  "url": "https://lakewayplumbing.com",
  "telephone": "+1-270-XXXXXX",
  "sameAs": ["https://www.facebook.com/LakewayPlumbing", "https://www.google.com/maps/place/Lakeway+Plumbing"],
  "award": [
    "Licensed Master Plumber - State of Kentucky",
    "EPA Certified Water Heater Installation"
  ],
  "knowsAbout": ["Emergency Plumbing", "Water Heater Repair", "Drain Cleaning", "New Installation"],
  "areaServed": ["Calloway County, Kentucky", "Marshall County, Kentucky"],
  "description": "Family-owned plumbing company with 25+ years of experience. Licensed, insured, and guaranteed satisfaction."
}
</script>
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