Google Business Profile Tips:
Seasonal Updates for HVAC Contractors
By Dipa Gandhi
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The HVAC industry is highly seasonal. Customers search for heating services in the winter and cooling services in the summer. Yet, many HVAC contractors miss a crucial step in their online presence—updating their Google Business Profile (GBP) to reflect seasonal shifts. Keeping the primary category relevant to the current demand can significantly impact visibility and lead generation.
The Problem: Outdated Business Categories Limit Visibility
Many HVAC businesses set up their GBP with a fixed primary category and never adjust it. This static approach can reduce visibility during seasonal shifts. If your profile is set to "Heating Contractor" year-round, it may not appear in searches for "AC repair" or "air conditioning installation" when summer arrives.
The Impact: Losing Customers to Competitors
When potential customers search for "air conditioning contractor near me" in May, Google prioritizes businesses with the most relevant primary category. If your competitors have updated their profile to "Air Conditioning Contractor" while yours still says "Heating Contractor," you could be losing valuable leads.
- Customers often pick from the top three search results.
- Google’s algorithm prioritizes relevance in local searches.
- A mismatched category can result in lower visibility, fewer calls, and reduced revenue.
Consider this: A contractor in Denver left their profile under "Heating Contractor" during the summer months. Despite having excellent reviews, their inbound calls for AC services dropped by 40%. Once they updated their category to "Air Conditioning Contractor," their visibility improved within weeks, leading to a surge in AC repair bookings.
The Solution: Adjust Your GBP Category Every Season
Updating your GBP’s primary category to align with the season ensures you remain competitive and visible.
Here’s how to optimize your Google Business Profile throughout the year:
- Winter: Set your primary category to "Heating Contractor" when customers are searching for furnace repairs and heating installations.
- Spring & Summer: Change it to "Air Conditioning Contractor" to attract customers looking for AC repairs and installations.
- Fall: Depending on your services, you may consider shifting back to "HVAC Contractor" to maintain balance before peak winter demand.
Steps to Update Your Primary Category on GBP:
- Log into your Google Business Profile Manager.
- Select the business location you want to update.
- Click Edit Profile and navigate to Business Category.
- Change the Primary Category to reflect the season (e.g., Heating Contractor → Air Conditioning Contractor).
- Click Save and monitor your profile’s performance.
Benefits of Keeping Your GBP Updated
- Higher Visibility: Your business appears in relevant seasonal searches.
- More Leads: Increased calls and appointment requests from customers seeking current services.
- Competitive Edge: Stay ahead of competitors who neglect this simple but effective update.
- Better Conversion Rates: Customers are more likely to choose a business that directly matches their search intent.
Final Thought
An outdated GBP category can cost you leads. HVAC contractors who proactively update their primary category every season ensure their business stays relevant, visible, and profitable. A simple change can make a big difference—don’t let an old listing hold you back.
