The Poolside Perspective with Radostina Stoycheva from Compass Digital
2025: The Year We Rewrote the Playbook
Looking back, 2025 wasn’t just another year in the pool and spa industry. For most of our clients and partners, it was a masterclass in resilience. Despite a rollercoaster of tariffs and economic shifts, we didn’t just keep our heads above water – we evolved and thrived.
The biggest game-changer? We stopped chasing keywords and started answering questions. As organic search took a backseat, AI-First Search and Local Pack dominance became the new North Star for every successful dealer. While organic traffic wavered with AI search taking over, leads did not because those same people were still searching, but using AI tools like ChatGPT in addition to Google search.
Winning Big in 2026: The New Rules
1. Own the “AI Summary”
The days of “ranking #1″ are fading. With traditional search traffic dropping by 25%, you’re no longer competing for a blue link, you’re competing to be the voice of the AI Summary. When a homeowner asks Gemini, “Who builds the best eco-friendly pools in [your city]?” you need to be the answer.
- Pro-Tip: If your site isn’t packed with fresh, expert-led wellness content, you’re handing 65% of your visibility to your competitors
2. Your “Front Door” is Now a 3-Pac
Almost half of all searches are local. For us, that’s everything. The Google Local 3-Pack is the most valuable real estate you can own.
- The Reality: 73% of “near me” searches lead to a phone call or a visit.
- The Fix: Flood your profile with high-frequency local content. Post those recent installs, shout out your specific service cities, and let your reviews tell the story of your craftsmanship.
3. The Wellness Revolution is Here
We’ve officially moved beyond “just pools and hot tubs.” The shift toward Contrast Therapy (Hot/Cold) has gone from a niche trend to a mainstream demand.
- The Play: Market the lifestyle, not just the equipment. Talk about stress recovery, the human microbiome, and sleep quality. If your saunas and cold plunges don’t talk to a customer’s wearable health tech, you’re living in the past.
That’s a wrap for the January kickoff of The Poolside Perspective! As you gear up for the new year, remember to stay visible, stay bold, and keep your focus on that 2026 horizon. If you’ve got questions or want to dive deeper into how AI is reshaping your market, just hit reply. I’d love to hear from you!
Cheers 🍻
Radostina Stoycheva
