HVAC SEO
HVAC SEO is the work of getting a heating and cooling company to show up when someone inside its service area searches for a repair, an install, or a price. There are three surfaces to show up on now: the map pack, the standard results, and the AI answer sitting above both. NetPageTwo handles that as a fixed monthly service. Technical and on-page SEO, content structured so AI engines can quote it, and a monthly strategy meeting, at $489 a month. The $1,297 tier adds conversion work and unlimited landing pages, built one at a time. Month to month, 14 days notice, no contract.
What the market already says your attention is worth
Before any of the mechanics, look at what other companies pay to reach you. These are measured US search volumes and average cost per click on the terms that agencies bid on to put an ad in front of an HVAC owner:
| Keyword | Monthly US searches | Average CPC |
|---|---|---|
| hvac marketing agency | 1,000 | $57.06 |
| marketing for hvac | 880 | $74.89 |
| hvac marketing companies | 880 | $59.45 |
| hvac marketing firm | 880 | $41.08 |
| hvac marketing company | 720 | $62.52 |
| hvac seo company | 320 | $140.62 |
| seo for hvac contractors | 320 | $128.77 |
| hvac digital marketing | 260 | $49.03 |
| hvac marketing agency near me | 210 | $143.43 |
An agency bidding on “hvac marketing agency near me” pays about $143 for one click, before anyone fills out a form or picks up a phone. Those figures run roughly four times what the same category of term costs in roofing. That is the open market’s own pricing of an HVAC owner’s attention, set by the people trying to sell to him. The same auction logic runs on the homeowner side of the search bar, which is why so many contractors end up buying leads from platforms that resell the same homeowner to several companies at once.
What decides whether you show up
Google’s own Business Profile documentation names three factors for local results: relevance, distance, and prominence. Distance is set by where the person is standing when they search, and nothing can be done about it. Relevance and prominence are the two that respond to work.
The profile
Relevance is Google matching what someone typed against what your profile and your site say you do. Categories, listed services, service area, and hours have to be stated in the words homeowners actually use, and the website behind the profile has to agree with it. A profile claiming heat pump installation next to a site that never mentions heat pumps is a mismatch the algorithm can see.
A page for each town
Most contractor sites cover fourteen towns with one page listing fourteen towns. Relevance is judged page by page, so a page written about Gilbert has more to say about Gilbert than a bulleted list does. Building those pages is landing page work, which sits in the $1,297 tier; the $489 tier fixes and rewrites what already exists.
Reviews
Prominence is the closest thing Google has to reputation, and reviews are the part of it a contractor controls directly. Volume matters, recency matters, and so does the language inside them, since a review that says “replaced our AC in July” is a customer describing your service in search terms for you.
Two customers who behave nothing alike
“AC not cooling” and “furnace replacement cost” are not the same visitor and should not land on the same page. The first is typed on a phone, frequently after hours, and the decision gets made in a few minutes. What matters there is appearing in the map pack, a number that reaches a human, correct hours, and a page that finishes loading before the back button gets pressed.
The second customer is doing research that runs for weeks and collects two or three quotes. That person wants ranges, wants to know what makes one system cost more than another, wants financing answered, and wants to understand sizing before a salesperson is in the living room. Most contractor sites answer all of it with “call for a free estimate,” which sends the researcher back to the results page to find a company that answered.
HVAC demand does not arrive evenly. It arrives with the first real heat wave and the first hard freeze, and the pages that catch those weeks have to already exist and already be indexed. Publishing a furnace replacement page during the freeze is publishing late. The slow months are when the work gets built; the season is when it gets counted.
AI answers now sit above the map pack
Whitespark ran 540 local queries manually and reported the results through Search Engine Journal: AI Overviews appeared in 68% of local searches, against 39% for the local pack. On informational local queries the figure was 92%. On hybrid-intent queries, the ones that mix a question with a place, it was 97%, and their example was “average cost of dental implants in Phoenix.” The HVAC version of that query is “average cost of AC replacement in Phoenix,” which is close to word for word what a homeowner types before a planned replacement. Source.
Kevin Indig analyzed 1.2 million ChatGPT responses and found that 44.2% of citations came from the first 30% of a page’s content. An answer buried under 800 words of background does not get quoted. The number, the range, and the direct answer go at the top of the page, which is also why this page opens the way it does.
Omniscient Digital looked at more than 23,000 citations and found that on branded queries, only about 23% of citations came from the brand’s own website. Roughly 77% came from somewhere else. When a homeowner asks an AI assistant about your company by name, three quarters of what it repeats is coming from directories, review platforms, forums, and other people’s pages. Your own site is a quarter of the job.
Pricing
When an SEO agency proposes a $5,000 monthly retainer, the proposal usually does not show the line-item breakdown. Both prices below are published, both are the same for every client, and neither changes based on how the discovery call goes.
| Visibility, $489/mo | Visibility + Revenue, $1,297/mo | |
|---|---|---|
| Technical SEO | Included | Included |
| On-page SEO | Included | Included |
| AI search optimization | Included | Included |
| Conversion rate optimization | Not included | Included |
| Landing pages, including town pages | Not included | Unlimited, one in flight at a time |
| Strategy calls | Monthly | Every two weeks |
| Support | Email and Slack | |
| Commitment | Month to month, 14 days notice | Month to month, 14 days notice |
There is no checkout button. Both tiers start with a call, because a company with no Google Business Profile and a site built in 2014 needs a different first ninety days than one already ranking in three towns.
Who this is not for
- Anyone who needs the phone ringing this week. Search work compounds across seasons and does nothing for tomorrow’s dispatch board. Paid ads are the correct tool for that, and the CPC table above shows what they cost.
- Anyone who wants an account team. Delivery here is roughly 90% AI and 10% human, run by one operator. That is what holds the price at $489 instead of $5,000, and it means you are not getting four people on a status call.
- Anyone who wants proof from their own industry. NetPageTwo has no HVAC clients and no HVAC results. The published case studies are two law firms and a mortgage CRM company. Local search mechanics carry across service businesses, but that is reasoning, not evidence from a heating and cooling company, and it should be weighed as such.
- Anyone who wants a ranking guarantee or a promised lead count. Neither is offered, because neither is controllable.
- Anyone who wants to sign a twelve-month agreement for the discount. There is no annual contract. Cancel with 14 days notice.
Next step
The call runs about thirty minutes and covers what is currently indexed, what your profile is missing, and which of the two tiers actually fits. If the answer is that you should spend the money on ads this season instead, that gets said on the call.