Search used to be about keywords. Today, it's about conversations. Thanks to Google's new AI Overviews, search results are smarter, more context-aware, and more personalized. That means:
- Generic content won't cut it anymore
- Thin location pages won't rank
- Being "good enough" won't be good enough
As Megan Ramirez, Scorpion's Product Owner for SEO & Ranking Strategy, puts it: "AI Overviews might feel like a big change, and it is, but this is where SEO has been heading for years. It's why we have been hyper-focused on creating content that’s conversational, educational, and genuinely helpful—because that’s what performs. It's what will continue to perform."
If your HVAC business relies on local searches to drive leads, now is the time to double down on SEO.
5 SEO Tips Every HVAC Business Should Use Today
These aren’t "quick fixes" or trends. They’re strategic steps HVAC business owners can take right now to stay visible in AI-powered search.
1. Create Content That Sounds Like Your Customers
People aren’t talking to Google like a machine anymore. They’re asking full questions, describing symptoms, and expecting helpful answers.
"People aren’t talking to Google like a search engine anymore, they’re treating it like a person," says Nicolette Wright, Product Owner of Website Development at Scorpion. "So websites can’t sound robotic. The businesses that win in this new search experience are the ones that answer real questions in a natural way, with content that’s specific, relevant, and AI-friendly."
Write like you talk. Focus on real questions your customers ask ("Why is my AC blowing hot air?") and answer them like a human, not a keyword robot.
2. Strengthen Your Website With Content That Converts
A great SEO strategy doesn’t stop at getting you found. It helps turn searchers into customers.
- Add service pages for each job type and location
- Include FAQs written in a clear, conversational tone
- Use internal links to guide visitors to your contact or scheduling page
Scorpion builds HVAC websites designed to do one thing: turn visitors into booked jobs. Because your website isn't just a digital brochure, it's your best conversion tool.
3. Treat Reviews Like an SEO Priority
Google doesn’t just crawl your website. It reads your reviews.
According to the latest Pulse data, 67% of consumers check at least three review sources before deciding, and 64% won’t consider providers with less than a 4-star ratings.
Julie Kennedy, Product Owner of Reviews & Reputation at Scorpion, breaks it down: "Ads and SEO get you found, but reviews close the deal. Reputation, SEO, and listings aren’t siloed; they power each other like gears in the same machine."
4. Make Sure Your Local Listings Are Accurate
Your Google Business Profile (GBP) is often the first thing someone sees about your HVAC company. It’s also a key ranking factor.
Keep your business name, address, phone number, hours, and services updated. Add fresh photos regularly. And respond to reviews, yes, all of them.
5. Think of SEO as Part of a Bigger Revenue Strategy
Great SEO doesn’t just get you more traffic. It gets you the right kind of traffic that turns into real jobs.
That’s what Scorpion's RevenueMAX approach is all about: SEO, advertising, website, chat, CRM, and reputation all working in sync to drive one thing, revenue.
With HVAC marketing getting more competitive, businesses that treat SEO as part of an integrated system will see better results.
Final Takeaways
1. SEO isn’t about keywords anymore, it’s about conversations and credibility.
2. Google AI Overviews are here to stay. HVAC businesses that adapt will grow.
3. Integrating SEO with your website, reviews, and listings is the best way to turn visibility into revenue.
Want to see how your SEO is performing or where your next opportunity lies? Let’s talk.
