On "Why Plumbing Companies Need an AI Search Strategy And Why Digital PR Should Lead It"

AI search is real and it's changing where customers find you, but the claim that digital PR should *lead* the strategy gets the hierarchy backwards. SEO and local search visibility matter more than earned media right now because homeowners are typing problems into Google and AI overviews, not reading trade publications or blog roundups about your company. Digital PR has a role, sure—it can build backlinks and authority signals that help search rankings—but it's support, not the driver. If you're a shop owner, your budget goes to making sure you show up when someone needs a plumber *today*, not to chasing bylines that might eventually help your domain authority.