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A stove is chosen long in advance, then everyone wants it fitted before the cold sets in. In between, your future clients read comparisons, look at prices online and visit shops. They come across national chains, online sellers and superstores. I work on your website and your Google Business Profile so that they also find an installer who comes out, fits and services.
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 MicroSeven results, only one fitter
A couple in Angoulême want a pellet stove before winter. Their search shows a chain, a superstore, an online seller, a comparison site, a magazine and a directory. Your shop, which fits and services, is on the seventh line. Move it up.
Fig. 1. Seven results for a pellet stove. Only one will come and check the flue. (The first six sell an appliance. You're the only one who comes back to service it every year.)
What this means for you. I put online what the other six don't have: your installations in the region, your technical visit and your servicing.
SEO for a stove and fireplace installer is the work that makes a shop or tradesman show up on Google when someone in their area is comparing appliances, looking for a fitter or wants their chimney swept. It relies on one page per type of appliance and per service, on installations photographed in clients' homes and on an up-to-date Google Business Profile. Its result shows in shop visits, quote requests and servicing appointments.
The problem
This market attracts a lot of players: shop networks, sites selling the appliance alone, DIY superstores and quote comparison sites. They publish product pages by the thousand. An independent shop won't beat them on a model name. It beats them on fitting, advice and being local.
Enquiries pile up in autumn, when your fitters are already fully booked. In spring, the shop is quiet. Yet people who want wood heating next winter do their research during the quiet months. A site that doesn't speak to them then leaves the field to others.
Chimney sweeping and pellet stove servicing come round every year and build client loyalty. On many sites, they get one line. Yet searches for these services are numerous and come from nearby people ready to book.
An audit, for real
The site below doesn't exist, but its flaws do: they're the five I spot most often. Hover over a number.
The warmth of fire, with added comfort
Stoves, inserts, fireplaces: discover our selection in store.
View the catalogueFig. 2. Fictional site, reconstructed. Any resemblance to yours would be a good reason to call me.
What your customers type
The six examples below are plausible, nothing more. The audit lets me sort them according to what is really searched for around your shop.
What works
Wood stove, pellet stove, insert, closed fireplace, made-to-measure fireplace, masonry stove, wood-fired range: I build a page for each family you fit. It explains which house it suits, what fitting involves and what you have on display in the shop.
A product page shows an appliance in a studio setting. You can show the same appliance in a local living room, with the flue, the connection and the hearth plate. Each installation becomes a sheet with the town and the type of house.
I give these services their own pages, with the towns covered and how to book. They bring calls all year round and add households to your files who will change appliance one day.
Your showroom is an asset online sellers don't have. Opening hours, photos of the showroom, appliances running, access: I keep the profile up to date with you so it makes people want to come and see a real flame.
Decisions are made in spring and summer for fitting before winter. I plan with you content that's useful at that time: when to order, how to prepare the room, what fuel to plan for.
What costs dearly
The same texts and images are found at every dealer of a range. Google has no reason to put your copy forward. Your installations, your advice and your shop are the only content that exists only on your site.
“Fitting included” isn't enough. The client wants to know who comes, how the flue is checked and how long the job takes. That's where you win over an appliance seller.
Grants for wood heating change and depend on each household. An out-of-date figure puts you in a difficult spot. Write that current grants may apply and offer to review this at the quote stage.
A line saying “we also sweep chimneys” appears in no search. You need a page, named towns, a phone number and a way to book.
The method
Four steps, prepared in spring and summer to be in place before the first cold nights.
One-minute test
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
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: 400 searches a month for a stove or insert in your area, 3% of visitors make an enquiry, one enquiry in three is signed (this varies a lot from one trade to another), €5,000 per client. Click-through rates by position are rough orders of magnitude, and they have been shifting since Google started showing AI answers above the results. Redo the calculation with your figures
Possible revenue€0
Close to home
Charente has stone houses with fireplaces, in small towns and hamlets alike, and more recent detached houses around Angoulême and Cognac. The questions there are not the same: an existing fireplace to equip on one side, an appliance to fit in a recent house on the other. In both cases, people search with the name of their town. If you answer both needs, your site gains from dealing with each separately.
In longhouses and village houses, you find large stone fireplaces. A page on fitting an insert or a stove in front of an existing fireplace, with an example from a Charente village, answers someone who wants to keep their fireplace.
Outside the two urban areas, housing is scattered. The client wants to know whether you'll travel to them for fitting and servicing. Naming your round areas on the site and the profile removes that doubt.
In a recent house, the question is often about the flue and the space to store fuel. Content suited to these houses, with local installations as examples, speaks to families who are settling in.
Beyond Google
Choosing a heating appliance raises many questions, and some buyers now ask them to an AI like ChatGPT, Gemini, Claude or Mistral. For example: “I have a stone house with an old fireplace near Angoulême, is an insert or a stove better, and who can fit it?”. The answer compares the options, then sometimes points to shops and installers.
These assistants reuse what is written in black and white. They look for the types of appliances you fit, your towns, how you check a flue, your servicing and reviews that describe an installation. A page made of model numbers tells them nothing about you. I write your content so that it describes your work as an installer, in full sentences.
Question asked to an AII have an old open fireplace in a stone house near Angoulême. Who can fit an insert or a stove for me?
Three options exist, depending on the support you want:
Fig. 3. Reconstruction, names hidden. This is the spot we aim for: on the list, with the most precise description.
Three typical cases
I made up these three cases to make the method concrete. Any resemblance to a real shop is coincidental.
Visitors come to see the appliances, then buy online.
He fits well, but depends on a few dealers to find his jobs.
It has many servicing clients and few fitting enquiries.
In practice
Pricing
The fee depends on four things. I give you a precise amount after a free first thirty-minute conversation.
Fancy a game?
Quote platforms, directories, comparison sites: they swim between you and your customers. Take the coin and slide it into the machine.
INSERT COINSLIDE THE COIN INTO THE SLOT
Fig. 4. Sixteen seconds. No sharks were harmed, only their commission.
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
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
They sell an appliance in a box. You sell an appliance chosen for the house, fitted, connected and serviced. People looking for an installer aren't the same as people looking for a price. Those are the ones local SEO brings you.
You can reuse the technical specifications if your contract allows it. For the rest, you need texts of your own: which house the appliance suits, what you noticed when fitting it, what your clients say. That's the content that sets you apart from other dealers.
You can give ranges for the appliance if you wish. For fitting, explain instead what makes the amount vary: condition of the flue, height, going through a floor, finishes. The client then understands that a serious price needs a visit.
That current grants exist under conditions, and that some require going through a qualified business. If you hold a qualification, give its exact title and expiry date. I don't write any amount or condition without your agreement.
I stay general. The page can say that maintenance obligations apply, that they vary depending on the location and the insurance policy, and that you hand over a certificate after your visit. I don't mention any frequency until you've approved it.
To fill spring and summer, when your teams are available. Content published off season encourages clients to order early. You spread out the jobs and avoid turning people away in autumn.
That's a business decision for you to make. If you agree, say so clearly, with the types of appliances concerned. Many owners look for this service and find no one. If they're well looked after, they come back for their next purchase.
Ask for the client's agreement and frame the appliance, not the whole room. Give only the town. Most people are proud of their new stove and agree. A photo taken on the day it's first lit is enough.
No. For this kind of purchase, clients are happy to travel. What matters is that the Google Business Profile gives the exact address, the real opening hours and access, and that the site names the towns where you fit.
We track calls, forms and requests for directions to the shop. You note at the till or on the quote how the client heard about you. By cross-checking the two, we know which pages bring installations and which bring servicing.
See also
30 minutes · video call · with me
Together we look at where you stand on Google and in AI, and what should change first.
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