“The future of HVAC services is in the hands of those who can navigate the intersection of AI and local SEO, giving consumers the best of both worlds.”
– Chris Lollini
owner,
Reputation ignition
The HVAC industry is no stranger to innovation, and as consumer behavior continues to evolve, the impact of artificial intelligence (AI) on the way people seek information cannot be ignored. In this era of AI dominance, it is crucial for local HVAC companies to reevaluate and adapt their strategies for optimal visibility. While AI has transformed the way consumers gather information, local search engine optimization (SEO) remains a powerful tool for HVAC contractors to connect with their community, but the focus must readjust for this new landscape.
The role of AI in the collection of consumer information
As consumers embrace AI for answers to system problems, troubleshooting, and product research, HVAC companies must recognize the changing dynamic. AI-powered platforms are shaping the way individuals interact with information, providing an opportunity for HVAC companies to align their strategies with these evolving habits.
As you and your technicians are finding, more and more of your customers are “educated” on your systems. I can hear your thoughts and I know they are not as polite as they might think. But, don’t fight it. embrace this This is an opportunity to demonstrate the importance of your extensive knowledge. Take the time to educate them more to build more trust with you and your company.
Companies that take the extra time will be rewarded with deeper customer loyalty. Those who don’t will no doubt receive online reviews that reflect their arrogance and meanness, costing them even more business in the long run. Remember, this is not a challenge to your technical expertise, the homeowners’ questions are motivated by a desire to understand the complex technology used in their home. Nerd with them.
Search has changed, but local service needs have not
Despite the convenience that AI brings to information gathering, the need for local HVAC contractors remains constant and growing. Google, as the leading search engine, continues to play a critical role in connecting consumers with local service providers. The ongoing importance of maintaining a strong online presence, even in the age of AI, cannot be overstated. But, the game has changed. Your website is no longer the only or even the primary focus of your efforts.
Google’s influence on local HVAC services is unwavering. Local SEO remains a cornerstone for visibility, emphasizing the need for businesses to optimize their online presence. The way Google displays local HVAC contractors reinforces the importance of strategic SEO efforts to secure a prime spot in search results in the top spot, which doesn’t just mean being in first place. See how your local HVAC contractor search results show up here in Dallas, Texas.
Beyond AI: Factors Influencing HVAC Contractor Selection
Positive reviews on Google serve as a virtual handshake for local HVAC contractors, building trust with potential customers. ACHR NEWS recently published the results of its own survey on the importance of reviews which states that 90% of consumers consider reviews to be important to their purchase decision. This cannot be ignored. People love to buy, but hate to be sold to. Let your reviews do the hard selling. Provide the expertise and customer experience that separates you from the competition.
The involvement of social media profiles still contributes to consumer trust and satisfaction. But more importantly, being easily accessible through multiple communication channels, including phone calls, text messages, chat, and email, is vital to instilling trust in your business. While AI shapes the initial information gathering process, these factors significantly influence the final contractor selection.
Adapting local SEO strategies to the age of AI
Recognizing the changing consumer journey is the first step in adapting local SEO strategies. HVAC companies should leverage AI tools to improve SEO optimization, using data-driven insights for targeted content creation. But, your focus should shift from ranking your website higher to ranking your Google Business Profile (GBP) for maximum results. Because? The search engine results page has evolved.
10% of searchers click on some form of paid advertising, either Google Guaranteed/Local Service Ads or Google Adwords. 30% click on the local organic results at the bottom. This is mainly where the AI will steal the clicks, as this is where people are in “information gathering” mode. The core of your approach should be to rank your GBPs to appear in the top three places in the “heart” of the search results. These three companies get the other 60% of the clicks and they come from people who want to contact a local HVAC business (ie work ready to schedule).
Shifting your focus to the right goal
While your content creation efforts are important, your GBP ranking for your services in your local service area far outweighs your need to generate another blog article. Focus on really engaging with your GBP and fully optimizing it to include things like all of your business categories (it says there are at least eight that any HVAC contractor should have), service offerings, frequently asked questions, answers to reviews, and most importantly, accurate business information. Your hours, phone number, address, website, etc. are they correct
After that, you need to work to create signals to Google that your GBP is prominent and relevant throughout your service area and for your specific industry; more on this in a future article. The third element of Google’s ranking trifecta is proximity, but there’s not much you can do to bring your business closer to your customers for every search query, so stay where you are.
Focusing your SEO efforts on your GBPs will get you more visibility and brand awareness, but more importantly, more phone calls from potential customers. This is of course as long as you have a great reputation with lots of reviews (100+) and above a 4.0 star rating. If you score less than 4.0 stars, 54% of consumers will not call your business; basically, you lose more than half of your referrals.
Put plainly: Your reviews are what will drive the transition from seeing you online to calling, texting, chatting, or emailing you to schedule work.
summing it up
In conclusion, the coexistence of AI and local SEO opens the door to opportunities for forward-thinking local HVAC companies. As AI transforms the way consumers search for information, local HVAC contractors can thrive by adapting and optimizing their online presence accordingly by shifting the primary focus of their SEO efforts to their GBP. The era of AI dominance does not mark the end of local SEO; rather, it invites HVAC companies to embrace innovation, ensuring they remain visible and relevant in the evolving consumer landscape.
Take advantage of this opportunity offered by the influence of AI. Adapt your local SEO strategy early to gain an edge over your competition, embrace AI tools, and maintain a strong online reputation. The future of HVAC services is in the hands of those who can navigate the intersection of AI and local SEO, giving consumers the best of both worlds. What steps will you take now?
