Key takeaways
- Start with ownership: if you cannot log in to your domain, Search Console and Google profile, you cannot verify any SEO work.
- Search Console's page indexing report and PageSpeed Insights on your AC repair page find most technical problems in minutes.
- Test like a customer: search from a phone in a neighborhood you serve and call your own listing after hours.
- Typical HVAC problems are dealer template sites, one catch-all services page, stale seasonal offers and heavy booking widgets.
An SEO audit for an HVAC company website checks whether Google can find, read and trust your pages, and whether a homeowner who lands on them can call or book quickly. You can run the core of it yourself in about an hour with Search Console, PageSpeed Insights and your phone. That also tells you whether the work you are paying for is real.
What an audit checks
A useful audit checks five things, in the order they block calls:
Access : Who owns and can log in to the domain, the website, Search Console, Google Analytics and the Google profile. If your provider holds them, you cannot check anything else.
Indexing : Whether Google has your important pages in its index, and whether anything blocks them, such as a leftover "noindex" from a redesign.
Pages : Whether each service you sell has its own page with a clear title, and whether the profile links to the right one.
Speed and mobile : Whether pages load fast on a phone, measured with Google's Core Web Vitals (Google's explanation).
Calls and tracking : Whether a visitor can call or book in one tap, and whether those calls are counted.
What an audit checks
Google profile
- Categories and services
- Service area and hidden address
- Photos and review replies
Website
- Speed on a phone
- A page for each service
- Titles and descriptions
Reviews
- How recent they are
- Whether each one is answered
Listings
- Name and phone consistent
- Duplicate listings
Tracking
- Calls tracked by source
- Forms tracked to bookings
Run a quick self-audit
- Check who owns what (10 minutes). Log in to your domain registrar, Search Console, Google Analytics and the Google profile with your own email. Write down any account you cannot open, and ask for owner access in writing.
- Read the page indexing report (10 minutes). In Search Console, open Pages (Search Console). Look at "Not indexed" and the reasons. If your AC repair, furnace repair or replacement pages are listed there, that is the first fix.
- Read the queries (10 minutes). In Search Console's performance report, filter the last three months. Do searches like "furnace repair" and "AC repair" appear, or only your company name? Only branded searches means you are invisible to new customers.
- Test speed on the page that matters (10 minutes). Run your AC repair page, not the home page, through PageSpeed Insights on mobile. Note the Core Web Vitals result and whether the booking widget appears among the slow items.
- Search like a customer (10 minutes). From your phone, at a job site or a customer's street, search "AC repair near me" and "furnace repair". Note whether you appear in the Map Pack and in the organic results below it, and who does.
- Click through from the profile (5 minutes). Tap the website link on your Google profile. It should open a fast page about your services and area, with a Call button you can see without scrolling.
- Call after hours (5 minutes). Dial the number on the profile at 9 p.m. and note what happens: a person, an answering service, a text, or a full voicemail box. Only the first three keep the no-heat caller from trying the next listing.
Most common problems for HVAC companies
These come up again and again on HVAC websites, and most are fixable within weeks.
| Problem | How it shows up | The fix |
|---|---|---|
| Dealer template website | Product copy that also appears on other dealers' sites, little about your own work | Your own service pages, written from your jobs |
| One catch-all services page | Repair, replacement and maintenance on one page, ranking for none of them | A page per service, linked from the profile |
| Missing equipment pages | No page for heat pumps or ductless systems, though you install them | Add them before the season they sell in |
| Stale seasonal offers | Last spring's tune-up special still live, expired financing terms | An end date on every offer page, checked each season |
| Heavy booking widget | A scheduler script that slows the page or breaks on mobile | Load it only where needed, or link to it with a button |
| Mismatched phone numbers | Different tracking numbers on directories, the site and the profile | One main number everywhere, tracking set up properly |
| Accounts in someone else's name | Search Console or the domain owned by a former agency | Transfer ownership before any other work |
If several of these are present, start with access, then indexing, then pages.
What to do after the audit
After the audit, turn what you found into a short, dated list. Put each problem on one line with a name and a date beside it, sorted by how directly it blocks calls: access, indexing, the after-hours phone test, then pages, then speed.
Time the bigger work to the season. Heating pages and offers need to be live before the first cold night, and cooling pages before the first hot week. A shoulder season is the right time for a site rebuild; the middle of a heat wave is not.
Run the self-audit again after any redesign, a change of provider or a sudden drop in calls. The local SEO checklist for HVAC companies covers the profile and review side, and the SEO cost guide explains what monthly SEO work should leave behind.
How VETS Growth Marketing helps
We run this audit live with you in the growth consultation, on your own site and profile, and leave you with the five fixes that would add the most calls. If you hire us, the fixes become a dated project done in accounts you own, and we report the booked calls they produce. Book a growth consultation and bring your logins; we will check what your current provider has actually changed.
Sources
- Google Search Console, Google
- PageSpeed Insights, Google
- Understanding Core Web Vitals and Google search results, Google Search Central
- SEO Starter Guide, Google Search Central