HVAC Businesses: The Need for Local SEO in the AI Era

User search behavior has undergone significant changes with the rise of generative AI. Now, people use various AI tools to get instant answers, reducing the need to visit websites, mainly for informational purposes. To be precise, you can already see a decline in website click-through rates, even when impressions are higher. What does this mean for your HVAC business? You still need the support of local SEO for relevant searches. Studies also suggest that local businesses continue to perform steadily, without experiencing the higher impressions but declining clicks that are causing problems for other types of companies. Therefore, it makes sense to invest in local SEO and establish your footing in this era of AI-generated answers.

Do you still wonder why one should choose local SEO for HVAC companies? Let's explore the fundamentals to understand why it's vital for your service business despite the growing focus on AI.

• Lack of local search experience

When users type queries into ChatGPT or any other AI platform for a specific service, such as HVAC, using phrases like 'nearby' or 'near me,' the results are often vague and lack images. These platforms also fail to list nearby places. You don't get any real-time context, contact information, or maps. Whereas, the Google Maps offers an immersive visual experience for the exact search, providing accurate listings, clear directions, call buttons, reviews, and location tracking. This kind of local discovery experience cannot be expected from AI tools.

• Lack of geolocation awareness

A user must explicitly specify their location to the AI when searching for a local service or product. Otherwise, they will receive only general and mostly irrelevant answers. With local SEO, location is everything; it is the primary ranking factor. Relying on AI searches makes sense if a user prefers to maintain anonymity, but they won’t benefit much from nearby services. Since it also takes extra effort to mention an address or location in an AI tool, falling back on traditional search methods feels easier. Traditional platforms are much better at handling local intent and addressing such queries.

• Lack of real-world intent

When you search for a local service provider, you expect interaction through phone calls, team visits, or appointments. Simply clicking through to a website isn't enough. After all, there has to be someone to fix or replace your HVAC system. AI-generated results only describe ways to solve these problems, but cannot actually solve them. That's also why search engines like Google don't offer AI overviews for local searches. You're more likely to find them for informational queries. In some cases, AI may try to address your query; however, it still relies on the same sources as traditional local SEO.

• Lack of ‘Search Everywhere Optimization’ mindset

With evolving search behavior, it has become necessary for businesses to aim for visibility. Local SEO has this principle at its core. This helps in optimizing your website to appear in data aggregators, maps, relevant directories, and review sites. AI tools also rely on these touchpoints. If your HVAC site consistently appears everywhere, you don’t have to worry about AI platforms; they will automatically pick it up.

The crux of this whole scenario is that you shouldn’t divert your attention from local SEO. Don’t let the rise of generative AI cloud your judgment. Instead, collaborate with an agency that has expertise in local SEO and can make your HVAC business visible everywhere.