Everything arrives at once
In June and July, the phone never stops and you turn jobs down. In November, it barely rings. A website that only talks about installation makes this imbalance worse instead of correcting it.
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SEO for air conditioning companies: get found before the heatwave, and called back for servicing.
Air conditioning is searched for in waves. When the first hot days arrive, everyone wants a quote the same week, and the businesses visible that day fill their schedule in a few days. The rest of the year, enquiries are about servicing, repairs and commercial premises. My job is to make sure your business is in place before the wave, and still there once it has passed.
- Rattle your competitors.
- Overtake them.
- Protect you from their attacks.
15 years in SEO
4 books on SEO and GEO
200+ sites tracked every day
1M / month visits to my e-commerce site
They trusted me with their visibility
Darty
Eurofins
Cegid
EBP
CNP Assurances
Ingram MicroThe detail of this page
The map, on a heatwave day
It's very hot, and someone types “air conditioning” followed by the name of their town. Google shows three listings. Yours is the fourth, hidden under the “More businesses” link. Get it up there before summer.
- A repair network 164 reviewsAir conditioning · no local address
- A heating company 97 reviewsHeating engineer · air conditioning as an extra
- A shop 58 reviewsAppliance sales · installation not specified
- More businesses
- YouYour business 31 reviewsRefrigeration engineer · services not filled in
Your profile: no. 4, off the map
Fig. 1. A search on a hot day, three listings shown. (The customer was hot and had a phone. He called the first listing, not the best company.)
What this means for you. I get your Google Business Profile ready several months before the season: categories, services, opening hours and reviews. On the day it's hot, it's too late to deal with it.
What is SEO for an air conditioning company?
SEO for an air conditioning company means getting its services found in local searches: installing reversible air conditioning, servicing a system, a repair, fitting out a shop or offices. It relies on the Google Business Profile, on separate pages for installation, servicing and repairs, on photographed installations and on recent reviews. Because demand depends on the weather, it's prepared several months before summer.
The problem
Where air conditioning gets stuck.
The customer compares with a price seen in a shop
They've seen a unit on offer in a big-box store or online. They don't understand the gap with your quote. If your site doesn't explain what a professional installation includes, you look expensive.
Directories and repair networks
On “air conditioning” followed by a town, you find lots of middlemen with no workshop or technician on site. They capture the call, then sell it on or subcontract it.
An audit, for real
What I see in thirty seconds on an air conditioning engineer's website.
The site below doesn't exist, but its flaws do: they're the five I spot most often. Hover over a number.
https://votre-climatisation.exemple
CLIM D.Our services · Gallery · Contact
A breath of fresh air at home
Solutions tailored to all your needs, summer and winter.
Contact usFig. 2. Fictional site, reconstructed. Any resemblance to yours would be a good reason to call me.
- 1A tab that starts with “Welcome”The first words count. Write “Air conditioning”, then your town, then what you do: installation, servicing, repairs.
- 2A single “Our services” linkInstallation, servicing and repairs are searched for separately and in different seasons. You need three pages, visible in the menu.
- 3A pleasant phrase that says nothing“A breath of fresh air” matches no search. “Reversible air conditioning installed in Angoulême” matches a real request.
- 4A magazine living roomThe customer wants to see how you position an outdoor unit and how you hide the pipework. Show your installations.
- 5Three blocks that lead to the same pageThe homeowner, the shopkeeper and the customer with a breakdown all land on the same text. None of them finds their answer.
What your customers type
What your customers type, depending on the season.
Six searches given as examples, in the order they appear through the year. I establish the real volumes for your area during the audit.
- 1“air conditioning” followed by their town
- This is the most direct search, and it starts from the map. Your Google Business Profile must say that you install, service and repair. The website needs a home page that names your trade and your area.
- 2“reversible air conditioning installation price”
- They want a budget before bothering you. Explain what drives the price: the number of rooms, the type of unit, the length of the pipe runs, where the outdoor unit goes. A costed example, presented as such, is enough for them.
- 3“ducted or split air conditioning”
- They're building or renovating, and torn between two techniques. A simple comparison, with photos of your installations in both cases, positions you as the one who advises.
- 4“air conditioning servicing” followed by their town
- They already have a system and are looking for a professional for the regular check. It's an off-season request, steady, that fills the schedule when installations slow down. It deserves its own page, with what the visit includes and the area covered.
- 5“air conditioning leaking” or “air con not cooling”
- They have a breakdown, often in the middle of a heatwave, and they'll call the first person who answers. A repairs page with common faults, your hours and a clickable number turns that search into a call.
- 6“air conditioning commercial premises” or “office air conditioning”
- This is a shopkeeper, a manager or a site manager. The budget and the stakes aren't those of a homeowner. They expect a page about their type of premises, keeping their business running, and a maintenance contract.
What works
The five levers for an air conditioning company.
The Google Business Profile
When it's hot, the customer opens the map and calls. Your hours, your number, your services and your photos have to be accurate that day. I prepare the profile in spring and show you how to keep it up during the season.
Three separate pages: installation, servicing, repairs
These are three needs, three levels of urgency and three ways of searching. A single “our services” page ranks for none of them. Separated, they bring in enquiries at different times of the year.
A way in for businesses
Shops, restaurants, offices, medical practices, server rooms: these customers sign maintenance contracts and come back. They need a page of their own, with examples of equipped premises, separate from the homeowners' page.
The calendar
A page published in June is too late for the summer. I plan content backwards: installation is worked on in winter, servicing is pushed in the off-season, repairs must be ready before the first hot days.
Reviews and installation photos
A well-placed outdoor unit, neat trunking, a discreet indoor unit: the customer judges your care from these images. With recent reviews mentioning punctuality and tidiness, they make the difference against a lower price.
What costs dearly
The mistakes I see most often on air conditioning engineers' websites.
A website that only talks about cooling
Reversible air conditioning heats too, and many customers look for it for that reason. If the site forgets this, you disappear from autumn searches.
Not a word about certification
Handling refrigerants is regulated. Customers don't always know that, but they're reassured to read that your company holds the required certificates.
Wrong opening hours in the middle of summer
The profile says you're open on Saturdays, nobody picks up. The customer calls the next one and sometimes leaves a negative review.
Homeowners and businesses mixed together
A restaurant manager doesn't see himself in a page about bedrooms and living rooms. He leaves without calling.
The method
What I put in place for an air conditioning company.
I fit the work around your season: the essentials must be online before the first hot days.
- The profile. Services, seasonal hours, area, installation photos: it has to be right on the day it's thirty degrees.
- The three pages. Installation, servicing, repairs: each with its own words, example prices and area.
- Businesses. A page for shops and offices, with maintenance and equipped premises.
- The schedule. We track calls by service and by month, to see whether the off-season is filling up.
One-minute test
Is SEO right for you?
Five frank questions to find out whether support makes sense in your situation. Sometimes the answer is no, and I'll tell you.
What it brings in
SEO you can count in euros.
A ranking doesn't pay a salary. What counts is what it brings: enquiries, customers, revenue. Move your page up and see what it could bring in.
Example assumptions, open to challenge: 900 searches a month for air conditioning installed near you, 4% of visitors make an enquiry, one enquiry in three is signed (this varies a lot from one trade to another), €3,500 per customer. Click-through rates by position are ballpark figures, and they have been shifting since Google started showing AI answers above the results. Redo the calculation with your figures
What your page could bring in
Ticket no. 10th · worked example- Searchesper month, for air conditioning installed near you
- 900
- Estimated visitsclick-through rate: 1.5%
- 0
- Possible enquiries4% of visitors
- 0
- Possible customersone enquiry in three
- 0
Possible revenue€0
Close to home
Air conditioning in Charente.
In Charente, air conditioning goes into very different homes: detached houses around Angoulême and Cognac, stone village houses, and also shops and offices. From one end of the département to the other, from Confolens to Barbezieux, it's a long drive. So customers want to know whether you install at their place and whether you'll come back for a repair. I live between Cognac and Paris and I know these journeys.
The stone house and the modern house
In an old house with thick walls, people often want to cool one or two rooms in the attic. In a recent house, they tend to equip the whole home. Two example pages, one for each case, speak to people in Charente better than a generic text.
Shops and the cognac trade
In Angoulême as in Cognac, shops, restaurants and offices need temperate premises for their customers and staff. Around Cognac, some companies also have storage or bottling premises to keep at temperature. These are customers looking for a nearby, long-term provider.
An area to spell out in black and white
A repair can't be done at any distance. State the towns where you come out the same day and those where you only install. The customer reads it, and Google uses it to decide where to show your profile.
Beyond Google
What AI changes for an air conditioning company.
More and more homeowners describe their home to an AI such as ChatGPT, Gemini, Claude or Mistral before calling anyone. They ask: “I have an attic bedroom that gets stifling in summer, what air conditioning should I install and how much does it cost?”. They get a technical explanation, a price range, and often the advice to call a qualified professional in their area. Sometimes the AI names a few.
The companies named are those whose business is written clearly and consistently on their website, their Google Business Profile and their reviews. A company stating that it installs, services and repairs air conditioning in Angoulême and nearby towns gives the AI a simple sentence to repeat. I look at what AI tools answer today for your town, note who gets cited, and work on the pages and mentions you're missing.
Question asked to an AIWhich company can install reversible air conditioning in a house near Angoulême and come back to service it?
Answer
Three options for this request:
- Our client— local air conditioning company: installation, annual servicing and repairs, certification stated, towns covered listed.
- — DIY superstore, unit sold with optional installation.
- — repair network, engineer not specified.
Business websiteGoogle Business ProfileCustomer reviews
Fig. 3. Reconstruction, names hidden. This is the spot we aim for: on the list, with the most precise description.
Three typical cases
Three scenarios in air conditioning.
Three imaginary companies, to show how priorities change from one case to another.
A refrigeration engineer working alone with an apprentice
He's swamped in summer and looking for steady work for the winter.
- Create a servicing page and link it to the Google Business Profile.
- Offer an annual contract, described simply, with a short form.
- Push heating with reversible air conditioning from September.
An air conditioning and heating company
It's known for boilers and barely for air conditioning.
- Give air conditioning its own pages, on the same level as heating in the menu.
- Publish recent installations with photos, town and unit type.
- Add the matching category and services to the profile.
A firm focused on business customers
It fits out shops and offices, and depends on two or three big customers.
- Write one page per type of premises: shop, restaurant, offices, technical room.
- Present completed installations, with the floor area and the site's constraints.
- Describe the maintenance contract and response times.
In practice
What you get.
- A Google Business Profile ready before the season, with accurate hours
- Three separate pages: installation, servicing, repairs
- A page for shops, offices and their maintenance contracts
- A publishing calendar set by the year, not by urgency
- A record of calls by service and by month
Pricing
How much does an SEO consultant cost?
The fee depends on four things. I give you a precise amount after a free first thirty-minute conversation.
- The size of the site: ten pages or ten thousand
- The competition on your queries
- What you can do in-house, and what needs producing for you
- The pace you want
Fancy a game?
Insert a coin.
Google doesn't rank Kévin Papot. Kévin Papot ranks Google. Take the coin, slot it into the machine.
Slide it into the machine
PAPOT FACTS
INSERT COINSLIDE THE COIN INTO THE SLOT
Credit: 0
Fig. 4. Sixteen seconds. The facts are slightly exaggerated.
Together, let's devour your competitors.
One by one, and in order. Every spot gained makes the next one easier to take: that's why it keeps growing. See the method
Who you're talking to
Your SEO consultant: a business owner, not just an SEO.
My name is Kévin Papot. More than fifteen years in the job, four co-written books, and the Newp agency, co-founded in Charente. I also run my own online shops, in France and internationally: one of them went from zero to a million visits a month.
Before we talk tags, we talk margin, average basket and profitability. When you book a call, I'm the one who picks up.
FAQ
SEO and air conditioning: the questions I get asked.
In summer, I'm already turning work down. What would SEO do for me?
Help you choose your summer jobs and fill the rest of the year. We push the pages on servicing, reversible heating and business customers, which bring in work when installations slow down.
When should I start?
In autumn or winter for the following season. Google takes time to pick up a new page. Starting in May mostly means working for the summer after.
My customers compare with big-box store prices. What do I say online?
Explain what your price includes: the assessment, choosing the output, installation, commissioning, the guarantee and follow-up. A simple table, “what's included, what isn't”, saves a lot of discussion on the phone.
Should I talk about refrigerants and certification?
Yes, in a few accurate lines. Handling these fluids is regulated and requires certificates. Write that your company holds them, and keep the information up to date. I'll let you approve the wording.
Is servicing compulsory? Can I say so?
It depends on the installation and the regulations in force, and I don't write that for you. The page should give the current rule, its source and when it was last reviewed. If you're not sure, we only write why servicing is useful.
I also do commercial refrigeration. Should it go on the same site?
Yes, in a separate section. A butcher or a restaurant owner looking for someone to repair their cold room doesn't type the same words as a homeowner. One page per activity, and a menu that separates them.
Do repair pages attract the wrong customers?
They attract customers in a hurry, which isn't the same thing. If you write your call-out charges, your hours and your area, you filter out a good share of the pointless calls.
Should I create a page for every town?
For your two or three main areas, yes, with installations carried out there. Beyond that, a clear list of the towns you cover is enough.
How do I get reviews in peak season, when nobody has time?
With a text message sent the evening of the installation, always the same, containing the direct link. It takes the technician a few seconds. I'll give you the wording.
Should I add advertising in summer?
Often not: in the middle of a heatwave, you already have too many calls. Advertising is more useful in the off-season, for servicing, or to launch an offer aimed at businesses.
See also
Other industries
ConstructionJewelleryDigitalManufacturingSmall businesses & SMEsPlumbersElectriciansRoofersBuildersSolar panelsHeat pumpsJoinersPrivate clinicsLaser hair removal centresAesthetic medicine and surgeryLocksmithsPool buildersKitchen fittersEnergy renovationOpticiansHearing aid specialistsAccountantsLawyersRemoval companiesLandscapersRestaurantsBarsCaterersEvent agenciesCoachesHypnotherapistsSophrologistsBeauty salons and hairdressersGarages and body shopsEstate agentsProperty surveyorsDriving schoolsNotariesArchitectsFuneral directorsHotels and B&BsBathroomsPainters and decoratorsTilersConservatories and pergolasCarpentersFaçade specialistsStoves and fireplacesAlarms and CCTVGyms and studiosBrokersPhotographersWines and spiritsCar dealershipsTraining providersRecruitment agenciesCleaning companiesSoftware publishersFloristsBakeries and patisseriesWine shopsTravel agenciesCampsites and outdoor accommodationPrintersCommunications agenciesHauliers and logistics firmsWellbeing professionalsNaturopathsWellbeing massage practitionersYoga teachersWellbeing training providersSophrology schoolsHypnosis schoolsCoaching schools
Support services
SEO consultant in Charente
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Book a callFig. 5. A K. (The landscape was missing one.)