Think about football. Fundamentally, it’s the same sport it’s always been, but so much has changed over the last 50 years.

For example, a football helmet was just a thin leather cap in the early day, while nowadays, helmets are made out of hard plastic. The game is still the same but the execution has evolved over time. Regardless of the changes, you can still tell that the game being played is football.

Like football, SEO is always changing and evolving.

Although the main concepts remain the same, the execution has vastly changed compared to 5 years ago. Despite all of the changes you can still count on 3 key metrics: ranking, traffic, and phone calls.

By measuring these metrics, you can figure out the overall conversion rate optimization to determine how well your website is performing. This will also show you whether or not your SEO company is doing a great job.

Read about the Top 5 HVAC Marketing Tips & Tricks!


Ranking relates to your position on Google for a given keyword.

So, let’s say for the keyword ac repair Dallas you are position 30 or 3. Does it really make a difference?

Yes… Google is a winner-takes-all game. That means only when you reach the top 5 positions in Google will you expect to see any meaningful increase in website traffic.

It’s also important to consider the keywords being used. Not all keywords will rank higher and place your website at the top of Google search results.

Did you know the HVAC keyword air conditioning is one of the highest-ranking SEO keywords in North America? Don’t be afraid to ask your SEO company what keywords they have chosen to use.

Just starting out? Learn how to market your HVAC business during the first 18 months!


Google Analytics is an amazing tool that we use to measure how many people visit your website using organic search or Google My Business.

Organic search refers to when someone searches through the Google search bar and ends up clicking on your website.

Google My Business refers to when someone finds your website through Google Maps, Google’s Local Pack, or Local Finder.

Ideally, as your rankings go up you should see a greater increase in traffic to your website.

Ask your SEO company about the paid and organic traffic strategies they are implementing. 

Also, consider the layout of your website and how it can drive organic traffic to your website. Keep your website simple and make sure to stick with the fundamentals. This includes displaying your phone number in large font and having photos of your work fleet and technicians.

Learn about the Top 5 Secrets to Recruiting the Best HVAC Technicians

Phone Calls

It’s critical to set up call tracking software on your website. This will allow you to measure the call volume and see how it has increased as traffic goes up.

A popular tracker among HVAC contractors is CallRail. CallRail will track calls that come in through organic search, social media, and more.

Smaller companies often feel wary about using tracking software. However, this is the best tool to see how many phone call your business is receiving and where they are coming from. In other words, you can analyze whether phone calls are being generated through paid or organic searches.

Many small HVAC companies undervalue how call tracking can help with growing their business. Make sure your business doesn’t make the same mistake.

Don’t have a Google My Business account? Learn how to set an account up today! CLICK HERE

Conversion Rate Optimization

Your conversion rate is the rate at which website visitors take the next step and call.

On average, a bad conversion rate is below 10%, a good conversion rate is 15%, and a great conversion rate is above 20%. We have also seen some conversion rates that are higher than 25%.

Note, this is only for the HVAC industry. HVAC websites tend to have good conversion rates because people who are searching for service tend to have a pressing issue.

When working with an SEO company, you should evaluate these three key metrics on a yearly basis. So, compare July of this year with July of last year, and so on.

Remember, simple always wins. Don’t over-complicate things. Focus on the SEO fundamentals. Just like the game of football, even with all of the changes, the fundamentals stay the same. 

Now, you can have peace of mind that your SEO company is helping you grow your HVAC business.

At Proven Marketing Now, we can help determine the best marketing strategy to help your business grow. Contact us today to set up an SEO audit!