If you have access to Google’s AI Mode, search “roofing contractors in Baltimore” or maybe your own location and you’ll most likely notice something subtle but significant.
Right at the top, you’ll see a list labeled something like “Top-Rated Roofing Contractors,” with 4.7–5-star averages, hundreds of reviews, and clickable Google Business Profiles.
But keep scrolling and you’ll spot another group. Still verified. Still shown.
“Other Reputable Options.”
This isn’t an accident. What this suggests is that Google’s AI Mode is changing what was otherwise known as the local three-pack.
What “Top-Rated” Means in Today’s Google AI Mode SERPs
Top-Rated businesses appear first because they:
- Have strong recent review momentum
- Show high engagement signals (frequent updates, photos, posts)
- Are well-aligned with the user’s commercial intent
In the roofing example, you’ll find companies like:
- Park Heights Roofing (Founded in 1999, 4.8 stars, lots of awards)
- Phil DiBello Roofing (4.8 stars, 426+ reviews)
- Charm City Roofing (24/7 service, 300+ reviews)
- CRG Roofing (5.0 rating, storm-damage specialist)
They’re all credible and active, with recent reviews by clients.
But Then Comes the “Other Reputable” Set
Further down, Google shows businesses that:
- May not have hundreds of reviews
- Don’t rank first but still show up
- Often have decades in business, BBB accreditation, or niche expertise
These include:
- Boyd Construction (81+ years in business!)
- Monnot Construction (Licensed GC)
- Chesapeake Remodeling Group (NRCA member)
- McHenry Roofing (Family-owned, affordable)
These aren’t second-tier. They’ve just earned trust differently.
This Is Google’s AI Mode in Action
We’re seeing the AI-structured layering of trust in real time:
- Top-Rated = trust through volume + velocity
- Reputable = trust through history + reliability
And Google shows both but you have to scroll with intent to notice.
Out of curiosity I asked
So What Does This Mean for Homeowners and Marketers?
If you’re a homeowner:
- Don’t just go with the first star you see
- Ask: Is this the right kind of trust for my project?
If you’re a marketer:
- Build content that feeds both sides:
If you’re an SEO:
- Monitor how AI Overviews and “pack stacking” is changing
- Encourage clients to be active and to build authority via accreditation and relevant content
Reputation Now Has Layers
In Google’s AI Mode, it appears there’s no single path to visibility. In all honesty, no one can say for certain how it works but thankfully, if you look deep enough, there are patterns. Some earn visibility through reviews, others through consistency.
Your job is to understand and optimize for both.
Disclosure
Though I am based in Johannesburg, I used a VPN to access AI Mode.
If you are able to replicate this, please share your thoughts below.
Author’s Note:
This article was originally published on My LinkedIn. You can view the original version here:
Google AI Mode Is Quietly Changing How Local Businesses Rank — Here’s How
