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Google SGE: A Game Changer for HVAC Local SEO & Search
As an HVAC business owner, you probably know how critical local SEO is for your business. After all, 97% of people learn about a local company online.
But recently, Google Search Generative Experience (SGE) has taken local SEO by storm. Unlike the traditional search engine results pages (SERPs), Google Search Generative Experience (SGE) uses AI to answer search queries directly, making it quite popular in a relatively short time.
The question is – what does Google SGE mean for HVAC businesses?
Will it turn your local HVAC SEO upside down? Can you leverage SGE and make it easier for customers to find your services?
Let’s find out.
What is Google SGE?
Google SGE is a new search feature that provides AI-powered overviews for your search queries. Unlike traditional search results, which rely on keyword matching to provide a list of relevant web pages, SGE goes a step further and provides direct answers. Its aim? To provide users with more accurate, relevant, and intuitive search results.
Google SGE Uses Generative AI
Using Generative AI is a lot like talking to a friend. You can start with a simple search query, ask-follow questions, and even request SGE to provide more information on a specific topic. It’ll have your answers ready in seconds.
Here’s how it works:
- Crawl: Just like traditional search engines, SGE crawls the web to discover relevant pages.
- Understand: Using natural language processing (NLP) and machine learning, Google SGE digs deeper into each page to understand its meaning and context. It identifies key information and learns how different pieces of content relate to one another.
- Summarize: It then generates a quick summary that answers your query directly on the search results page.
This process differs significantly from traditional keyword-based searches, which primarily focus on matching search terms with relevant pages. Google SGE, on the other hand, understands the intent behind the search, providing users with more accurate and relevant results.
How Does SGE Affect HVAC Local SEO?
Google SEG can affect local HVAC SEO in many ways, but the major change you will see is:
Decrease in Click Through Rates
Because Google SGE provides a direct summary, users might get the information they need without visiting a webpage. In other words, your website might rank in search results, but users won’t convert into clicks as SGE has already answered their question.
To overcome this challenge, you need to:
Improve Content Quality
Google SEG shares 2-3 links at the end of the AI overview, from which it sources the summary. Creating detailed guides, blog posts, and service descriptions can help your website rank in the overview, increasing its chances of getting more click-throughs.
Optimize for Rich Snippets
Using structured data can increase your chances of appearing in rich snippets and attracting more clicks. Data shows that users click on rich results 58% of the time, and this CTR can be as high as 87% for some rich results.
Local Search Results and User Intent
According to Google, its advanced generative AI can prioritize local search results and better understand the user intent. When someone searches for HVAC services, SGE can provide more context about local options and use AI-powered insights to compare and explore them.
Optimizing your content for search intent can help you address this challenge, which involves:
- Conducting thorough keyword research to understand what users are searching for.
- Identifying the intent behind those searches. Are users looking for information or want to hire an HVAC contractor?
- Creating content that directly addresses these intents. For example, publishing a detailed guide on top HVAC systems with pros and cons can help attract users searching for “best HVAC systems for homes.”
Voice Search and Conversational Queries
Nearly 20% of the US population uses smart speakers like Alexa and Google Home to look for information or shop online. When using voice search, people ask questions in a conversational tone, which Google SGE typically has no trouble understanding. Optimizing for voice search can help you improve your local SEO rankings.
That means:
- Using long-tail keywords and phrases that mimic natural speech.
- Answering common customer questions in a conversational style on your FAQs page.
- Optimizing content to provide clear and concise answers to voice search queries.
Social Media Engagement and Local Citations
Your social media engagement and local citations help Google SGE understand the relationship between different pieces of content and decide if your HVAC business offers the most relevant answer.
But to be a part of this, you will have to optimize your social media presence. Regularly posting updates, responding to customer inquiries, posting before and after photos, and sharing customer testimonials are a few ways to make that happen.
Likewise, local citations, which mention your business on local directories, review sites, and HVAC platforms, can also boost your online presence. But for Google SGE to rank your HVAC business in the AI overview, you must keep your NAP (Name, Address, Phone number) information consistent across all platforms. Also, verifying your business’s location on all these sites can improve your chances of appearing in local search results.
Local SEO Strategies for HVAC Contractors in the Era of SGE
The growing convenience of Google SGE hasn’t replaced local HVAC SEO, but the game has changed. You’ve got to be more proactive and rethink your approach to local SEO, which includes but isn’t limited to:
Optimizing Your Google Business Profile
Google Business Profile is one of the first places Google’s generative AI will crawl when someone looks for local HVAC services. Make sure it is complete and accurate. Keep your details, such as your services, hours of operation, and contact information, up to date. Regularly update your profile with new photos, videos, and posts to keep it fresh and engaging.
Focusing on High-Quality, Informative Content
Keep your content laser-focused on addressing common HVAC-related questions and concerns. It should be valuable to local searchers and provide clear, actionable information in a natural conversational tone. Blog posts, FAQs, and service pages are great places to create and publish this type of content.
Creating a Fast Loading Responsive Website
With a website that works flawlessly on all devices, you can tap into more than 50% of web traffic coming from smartphones alone. But responsive website design alone isn’t enough to boost your local SEO ranking. Your website also needs to load quickly because a speed improvement of just 0.1 seconds can cut its bounce rate by 8.3%.
Encouraging Positive Customer Reviews
Positive customer reviews can help build social proof and improve your visibility on Google SGE because over 99.9% of customers read reviews when they shop online. Whether Google Business Profile or other review sites, always ask your satisfied customers to leave reviews. Reply to all reviews, negative or positive, as soon as possible. It’s a great way to show your potential customers that you value their feedback and are committed to providing excellent service.
Benefits of Google SGE for Users
Google SGE brings many benefits, namely:
Faster Access to Information
SGE has made it easier than ever to get the answers. You no longer need to click through multiple links to find what you’re looking for. That’s particularly helpful when you want instant information.
More Comprehensive Search Results
SGE not only provides instant but also accurate results. You can get a well-rounded answer without having to go through multiple articles. When you look for “best HVAC systems for two-bedroom homes,” Google SGE can compile insights from different sites, giving you a concise but accurate answer.
Improved User Experience
With direct, quick, and accurate answers, SGE saves your time and effort. Whether it’s DIY HVAC maintenance or the benefits of a particular HVAC system, you can quickly get reliable answers for all your queries.
Downsides of Google SGE
While SGE offers many benefits, it has its share of drawbacks:
Inaccurate Response
Google SGE relies heavily on machine learning and NLP, which may not always understand human conversation, leading to inaccurate responses.
Algorithmic Bias
SGE, like all generative AI models, learns from the information it’s been fed, which could lead to biased search results.
Privacy
SGE processes vast amounts of user data to provide personalized results. However, this raises serious concerns about how the AI collects and processes this sensitive personal data.
The Future of SGE and Local SEO
While Google SGE is a tremendous shift, it will not replace local HVAC SEO. Your website can still rank in rich snippets and attract more links. However, how users interact with SGE may affect your local search rankings and organic traffic in the long run. If you want to stay ahead of the curve, you need to revise your local SEO strategy continuously and keep an eye on how Google SGE affects it.
Need help with your local HVAC SEO? All Contractor Marketing® can help you set up local SEO strategies tailored to your business goals. Contact us now to learn more about our SEO services.
