If you run an HVAC business, winning in local SEO is likely one of your highest marketing priorities. When a homeowner searches “AC repair near me” or “furnace replacement in [city],” Google uses a handful of key signals to decide which three companies get the lionshare of calls. 

And yes, it makes that much of a difference. A whopping 60% of local leads go to the 3 companies featured in the exclusive Google Map Pack. These rates increase even more if the searcher is on mobile vs. desktop. 

Fortunately, breaking into the Google Map Pack and winning in local SEO is not a particularly mysterious process. We have a very clear understanding of how local search works and the actions that move the needle. 

In this guide, we’ll break down:
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• Google Maps rankings vs. Google Search rankings
• Exactly what you need to do to reliably improve your position for both
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Let’s jump in. 

Why local SEO for HVAC is really two rankings: Google Map Pack & Google Search 

Local SEO means two things for Google: Google Map Pack and Google Search. When someone searches for HVAC services, they see: 

Google Maps (the “Local Pack”)

This is the map that highlights 3 local businesses. It’s prominently featured right at the top of the page with quick links for directions and the company’s website. Easy to see why the Map Pack absorbs so many hot leads. It’s designed for people who are ready to call now. 

Google Maps listings highlight:
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• Business name, address, and phone number (NAP)
• Hours
• Reviews + star rating
• Photos
• Website link
• Directions
• When available, a link to schedule an appointment 
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Hyper-convenient for homeowners that need the nearest available HVAC option fast. 

Google Search (organic results)

These are the traditional website results below the map. Same as you’d see for any search. They catch people who are perhaps in less of a hurry or are inclined to do deeper research.  

The Google Search results capture leads that are warm, certainly, but not piping hot. These prospects tend to be: 
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• Comparing options
• Researching costs
• Looking for answers (Ex: Why is my AC blowing warm air? / How often do you change a furnace filter?”)
• In neighboring cities just outside your offices, but still within the territory you serve
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Both vectors funnel qualified leads to your site. And while breaking into the Google Map Pack is best for snapping up customers ready to book right away, it’s equally valuable to dominate in organic search results and catch prospects doing their due diligence. 

Why HVAC companies should target both Maps + Search

Some companies focus exclusively on winning a coveted slot in the Google Map Pack. But winning in both Maps and search gives you a clear advantage for a few reasons. 

When you rank in both Maps and search, you get:
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• More real estate on the same search results page
• Visibility to customers near you (Maps)
• Visibility to customers in neighboring cities you serve (search)
• Leads from people who are ready today and those who will convert later
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Plus, by doubling up, you’re stealing visibility from at least one of your local competitors.

How to rank higher in Google Maps for HVAC

Google Maps rankings are heavily influenced by three factors:

• Proximity (how close you are to the searcher)
• Relevance (how well your listing matches the search)
• Prominence (how trusted/credible you look, determined by reviews, citations, and activity)

You can’t control proximity, but you can absolutely control relevance and prominence.
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1.  Accept the proximity rule
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If a homeowner is 20 miles from your address, you may not show up in their map results, even if you’re a better company. It’s just how Maps works. 

However, if you do want to show up for searchers in outlying cities, organic search can help. More on that later. 
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2. Fully optimize your Google Business Profile (GBP)
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(Formerly Google My Business)

This is the #1 input you can control for Maps rankings. Here’s the HVAC-specific checklist. 
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Must-haves:
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• Claim and verify your profile
• Choose the right primary category (e.g., “HVAC contractor”)
• Add secondary services thoughtfully (don’t spam)
• Add service areas you actually cover
• Add hours (including emergency hours if applicable)
• Add appointment URL + phone number
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Consistency also matters. Your name, address, and phone number (NAP) must match exactly across:  
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• Your website
• Google Business Profile
• Directories (Yelp, Facebook, etc.)
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Even small, meaningless differences (Rd vs Road, suite numbers, tracking phone numbers) can confuse Google and weaken trust.

3.  Get more (and better) Google reviews consistently

For home services companies, reviews aren’t just another marketing tactic. In many cases, they are your number one conversion driver and the very thing that makes a customer choose you over a competitor. 

They’re also a key ranking input for Google Map Pack. The importance of getting as many authentic positive Google reviews cannot be overstated. 

Here’s how to continuously get more Google reviews to keep pace with (and surpass) competitors: 
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• Ask right after the job when the customer is happiest (wait until your technician leaves the property, though, to reduce perceived social pressure) 
• Make it easy (one-click link, QR code, text message)
  
  • Pro tip: Use an automated review request tool to automatically trigger review requests via text when customer satisfaction is at its peak to make it easy for you and the customer, every time. 
• Reply to every review within 24-48 hours max (yes, even the good ones)
• Respond professionally to negative reviews (also within 24-48 hours) 
• Reward your team for getting reviews with small financial rewards or recognition 
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Important: Do not offer incentives to customers for reviews. It violates Google’s policy and can lead to review removals or, in some cases, a suspension of your Google Business Profile, which can be disastrous for your pipeline. 

4. Build citations on reputable local directories

A citation is any online mention of your business’ NAP. Google views these citations as validation signals that confirm you’re a real business with an established reputation. It’s yet another way your business can build trust and legitimacy in the eyes of the algorithm. 

As with reviews, the golden rule for building citations is “the more the merrier.” 

For HVAC, you’ll want to show up in:
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• Yelp
• Facebook
• YellowPages
• Angi
• Foursquare
• Nextdoor 
• Better Business Bureau (BBB) if you’re listed 
• Thumbtack
• Houzz
• MerchantCircle
• Manta
• Alignable
• Porch
• findacrepair.com
• hvaclocal.com
• airconditioningprofessionals.com 
• Apple Maps
• Bing Places
• HVAC.com 
• Chamber of Commerce
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Aim to get 2-3 quality citations per month, and regularly audit your citations for inconsistencies and duplicates. Again, it’s critical that your NAP is consistent across all directories. 

Part 2: How to rank higher in Google Search for HVAC

Maps is proximity-driven. It’ll show you the dominant HVAC companies in the area, but only up to a 20 mile radius. Organic search, on the other hand, is content-driven. If you nail your SEO, you’ll draw visitors to your website from all over. 

On the other hand, if your website is sparse and generic, you’ll struggle to rank. Even with a strong local brand. 

1. Create dedicated HVAC service pages 

Don’t put “AC repair + installation + maintenance” on one page. Too cluttered. 

Google prefers when things are clearly delineated. It likes to direct searchers to the pages most likely to have all the info they need and none of what they don’t. 

Create separate pages for your core services, like:
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• AC repair
• AC installation / replacement
• AC maintenance / tune-up
• Furnace repair
• Furnace replacement
• Heat pump repair / install
• Ductless mini-split services
• Indoor air quality
• Emergency HVAC service
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The key here is to get granular. Separate out your services so Google views you as a clear expert across each task individually. 

Also: avoid broad terms. 

People rarely search for “HVAC services”. They typically search for one specific problem, like “AC repair”, “Furnace repair”, etc. 

Having specific pages with headers that advertise the exact service your potential customer is looking for gives you a leg up over competitors that don’t. 

2. Add a local angle to your pages

While Google can help you rank anywhere, you can also modify the content of your site to boost visibility in your specific service areas. 

Just include the following localized signals on your services pages or blog posts:
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• Mention the city/area
• Add examples of neighborhoods you serve or common local issues (humidity, heat waves, drafty old houses, etc.)
• Include testimonials from customers in that area when possible
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Pro tip: Make sure your content sounds natural. Don’t keyword-stuff, or overuse certain key terms just to climb the Google rankings. Google’s algorithm uses automated tools (and occasionally manual review) to detect and penalize pages they perceive as “unnaturally” written or spammy. 

Here’s a simple template that performs well:
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• A services page with a header that’s just “Service + City”. 
  
  • Ex: AC Repair in Salt Lake City, Utah. 
• A clear list of the scope of your services 
• Social proof (quotes from real customers)
• FAQs
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3. Use your blog to win long-tail HVAC searches

Optimizing your services pages helps a ton for local SEO. But using your blog to rank for key HVAC search terms is how you really stand out, especially as a small company. 

There are tons of tricks and tips for writing a top-ranking blog post. Some of it’s useful, some of it’s gimmicky. What reliably works is to write blog topics that answer questions your ideal customer is probably asking. 

When you’re creating blog posts, put yourself in the searcher’s shoes. 

Ask yourself: What phrases do people usually Google when they have a problem, and what’s their goal when they search that phrase?

You’ll want to write blog posts on topics that are:
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• Relevant: Stick to topics related to your niche. In HVAC, that’s pretty simple: just write about air conditioning, heating, and ventilation. Don’t venture too far outside that topic area, or you’ll see less qualified leads landing on your site. 
• High intent: High intent blog topics answer specific questions that are likely to precede a customer action, like scheduling an appointment, contacting your business, or asking for a quote. Conversely, low intent blog posts are more likely to be broadly educational or entertaining. 
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High-intent searches include:
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• Troubleshooting: “Why is my AC freezing up”
• Cost: “How much does AC replacement cost in Tulsa Arizona”
• Buyer guides: “Single stage vs two stage AC”
• Seasonal: “How often to do AC tune up”
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Blog topics targeting these queries would include “Top 5 reasons your AC is freezing up”, “How much to pay for a new AC in Tulsa, Arizona” etc. 

Low-intent searches include:
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• What does HVAC stand for
• How to become an HVAC technician
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You might get traffic by answering these topics, but it probably won’t be from potential customers. 

In general, focus on answering real homeowner questions and include mention of your local area where it makes sense. 

4. Earn quality backlinks 

Backlinks are other websites linking to yours. They’re another signal of trustworthiness that Google uses in its rankings. 

Great HVAC backlink sources:
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• BBB
• Chamber of Commerce
• Local sponsorship pages 
• Local news coverage
• Partner sites 
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Important note: The goal isn’t to get as many backlinks as possible. Google can tell when a backlink is bogus and discounts links from irrelevant, low-quality websites. Focus on getting credible links and mentions from real local organizations. 

Improve local SEO with Applause

Optimizing your blog, creating profiles in all relevant directories, and making sure your NAP is consistent everywhere on the web are all crucial for improving local SEO. But maximizing Google review volume is by far the most important. 

Nearly everyone (93% of people) looks at Google reviews before making a purchase. And the more reviews you have, the more trustworthy you seem. But consistently getting reviews from new customers can be a pain. 

Applause makes it easy to get more Google reviews on autopilot. 

Just connect Applause to your CRM and it’ll automatically trigger review requests after each service. You can even set up auto-bonusing to instantly reward technicians who get a lot of good reviews with small incentives they can redeem right in the app. 

Ready to dominate local SEO? Chat with our team about Applause. 

FAQ: Local SEO for HVAC companies

How long does HVAC local SEO take to work?

Google Maps improvements can show movement in weeks if you fix an incomplete profile. Organic search typically takes longer (several months) for meaningful gains, depending on competition and content quality.

Should I create a page for every city I serve?

Yes, if you can do it well. Avoid thin, duplicate “doorway pages", or low quality, keyword-stuffed pages designed to manipulate the algorithm. Each service-area page should include unique details, FAQs, and proof.

Do reviews really impact HVAC SEO?

Yes. Reviews influence both rankings and conversions. In competitive markets, a small rating advantage can materially change who gets the click.

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