I’m Nolen Walker, the founder and CEO of HVAC Webmasters, and one of my agency’s primary services is Google Maps optimization. I’ve helped thousands of heating and cooling professionals rank on Google Maps and the Google Map 3-Pack over the past 10+ years.
Over that timeframe, I’ve learned a lot, and Google’s algorithm has also evolved. Still, optimizing Google Maps remains an essential component of an HVAC company’s digital marketing campaign.
My guide aims to educate HVAC professionals on the importance of Google Maps and provide strategies and techniques to maximize its impact on your digital marketing campaign in 2024. My insights are based on first-hand experiences working directly with local HVAC companies across the United States.
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How Google Maps Helps HVAC Companies Get Customers
Google Maps is a web mapping service from Google that provides aerial viewpoints, satellite images, and interactive views of locations, streets, and neighborhoods in real-time.
Its importance to HVAC contractors stems from its connection to the world’s most popular search engine, Google, which ranks local businesses in its Local Map 3-Pack for relevant search queries.
Because HVAC companies are service area businesses (SABs), storefront traffic or driving directions don’t apply. However, appearing within Google search results for queries like “AC repair near me” is critical to lead generation.
Getting Listed on Google Maps
The first step is to claim your Google Business Profile (GMB) listing so it is eligible to appear on Google Maps. Once you’ve verified your business address, you can appear on search results within Google Maps and the Map 3-Pack.
Organic Web Traffic From Google Maps
Over 80% of HVAC companies’ website clicks are from local searches, many of which originate from Google’s Local Map 3-Pack. Google delivers three Google Maps results for local search queries based on their criteria and the searcher’s location.
Google Maps Ranking Factors
Google Maps rankings are based on three clear criteria: distance, relevance, and prominence. Your business must master each to show up for various keyword terms within your service area.
Let’s take a closer look at each factor:
Distance
The distance of your verified address to the searcher’s location is a local ranking factor. Business owners can’t directly influence distance aside from moving their location (in real life) and re-verifying their profile.
Relevance
Relevance measures how closely your business listing relates to the searcher’s query. For example, if someone searches for an HVAC contractor in Miami, FL, a listing with both “HVAC” and “Miami” in its official brand name can be expected to rank well on the Map 3-Pack.
Prominence
Google uses signals from external sources (like credible links and brand mentions) to determine a business’s prominence. One signal is reviews; the more reviews your Google listing has, the more prominent your business becomes.
Google Maps Optimization for HVAC Businesses
While some Google Maps ranking factors are outside of your control as a business owner, there are steps you can take to optimize your business listing for increased Google Maps visibility.
Below, I will outline my recommended Google Maps optimization strategies for HVAC professionals.
Business Address
Your business address directly impacts proximity to the searcher’s location. HVAC companies can hide their address by checking the box for a service area business (SAB). Since most HVAC companies don’t have a storefront business, the SAB options may be appropriate.
In either case, your address must be legitimate. You cannot utilize a virtual address or share space for your GMB listing. Google may suspend your listing, which will entirely eliminate you from search results. You can apply for reinstatement but must prove that your business truly exists at its listed location.
If your business is not generating any leads through Google Maps, you might consider moving to a different office location. You’ll want to target a location near the center of your primary city or perhaps move to another nearby city with a larger population.
Website URL
The most undervalued aspect of Google Maps rankings is your connected website URL. Google scans your connected website for information and keywords while also considering its domain authority. Optimizing your business website can directly impact Google Maps rankings.
I invested millions into creating a software tool called DataPins for my HVAC clients to insert digital branded signaling, such as E-E-A-T and schema markup, onto their websites. My clients’ success using DataPins is incredible.
Because the pins created through the DataPins app mention services like AC coil repair or Lennox gas furnace repair, Google Maps can scan these various terms and phrases, providing a better context for ranking the associated business listing.
Google Reviews
Google Reviews are another direct ranking factor on Google Maps. While there is no shortcut to getting legitimate reviews, I included an automated review request feature within my DataPins tool so HVAC companies can send SMS and email requests to customers after completing a service.
Avoid any instinct you may have to purchase fake reviews or ask friends and family members to leave fraudulent reviews, as this can result in a suspension that will wipe your listing off the map entirely. You should also be cautious when responding to negative reviews and remain professional.
Some customers will inevitably leave less than 5-star reviews. An aggregate rating between 4.5 and 4.9 is ideal since some customers may become suspicious of a perfect 5-star rating. If you get a bad review, respond professionally and offer to remedy the situation.
NAP Citations
Citations on directories like Angi, BBB, and Yelp can help establish the prominence of your Google Business Profile. The search engine can increase prominence by gathering consistent information (name, address, and phone number) about an HVAC company from multiple trusted sources.
You can manually “claim” or manage that listing on any citation page, ensuring your business’s information is correctly listed. You can also pay a third-party service to claim and optimize NAP citations on your behalf.
In addition to name, address, and phone number (NAP), you can generally include other data with these citations, such as your website URL, boosting your SEO.
Google Posts
Publishing Google Posts further optimizes your listing and can also increase conversion rates. Have a summer special? Create a Google Post. Running a local contest? Create another Google Post.
Think of Google Posts as social media for your Google Business profile. While they don’t directly impact rankings, they can affect engagement.
If you are unsure how to create a Google Post, follow this guide. You’ll find the process simple and something you can do within minutes. You can even attach a call now button or sign-up button to get immediate conversions.
Ranking Outside Your Main Service Area
HVAC contractors often ask me about ranking in cities outside of their main service area. For example, a company with an address in Frisco might ask about ranking in Dallas. Unfortunately, Google Maps always prioritizes businesses with a physical location close to the searcher’s location.
Their criteria are based on storefront businesses where customers must walk or drive to the exact location to use services or purchase goods. This doesn’t help service area businesses like HVAC companies, who travel to people’s homes to perform services.
There are occasional exceptions in which the competition is so low in a specific area that Google Maps will show a business in a nearby city. However, this will only happen in a city with a very small population.
I advise HVAC companies to utilize my DataPins software to send as many location signals as possible to Google. While you still won’t rank in all your service areas on Google Maps, you can appear in traditional organic results for queries, including various city names.
Next Steps for Google Maps Optimization
I hope my Google Maps optimization guide provided education and context on how you can leverage it to generate leads for your company. Most of the steps outlined in my guide are ones you can perform manually or delegate to a staff member.
HVAC companies looking to increase their Google Maps lead generation significantly might be ready to invest in professional services. My agency, HVAC Webmasters, has over 10+ years of experience optimizing HVAC listings for Google Maps. You can contact me today to discuss my process in detail.
