--- title: "Heat pump SEO consultant: installers · Kévin Papot" url: https://kevinpapot.fr/en/seo-pompe-a-chaleur author: Kévin Papot, SEO and GEO consultant language: en updated: 2026-10-15 --- > SEO and GEO consultant for more than fifteen years. I only recommend what I've made work on my own websites, on Google and in AI answers. [Home](https://kevinpapot.fr/en/) / [Industries](https://kevinpapot.fr/en/metiers) / Heat pumps # SEO for heat pump installers: be the local installer people ask to come round. Replacing a boiler with a heat pump is a big expense, and the customer knows it. They've read glowing testimonials and worrying ones. They may have had a quote from a salesman from far away. Before signing, they look for a heating engineer in their area who will come and see the house and still be around for the servicing. My job is to make sure they find you at that moment. [Book a call](#contact)[See my method](https://kevinpapot.fr/en/methode) 1. Rattle your competitors. 2. Overtake them. 3. Protect you from their attacks. The outdoor unit of a heat pump. [Photo: PeterEastern, CC BY-SA 4.0, via Wikimedia Commons](https://commons.wikimedia.org/wiki/File:Ecodan_outdoor_unit_in_the_snow.jpg) **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 DartyEurofinsCegidEBPCNP AssurancesIngram Micro ## What is SEO for a heat pump installer? SEO for a heat pump installer means getting the business found in the searches of a homeowner who wants to change their heating: an installer nearby, a price, a comparison between systems, a question about noise or grants. It relies on the Google Business Profile, on pages by heat pump type and by type of home, on located jobs and on a clearly presented servicing offer. The goal is to get requests for technical visits from customers in your area. The problem ## Where heat pumps get stuck. Symptom 1 ### Too-good-to-be-true offers have left their mark Your customers have seen adverts for almost-free installations. Some were disappointed, others heard about botched jobs. They come to your site wary, and the site has to address that from the very first lines. Symptom 2 ### National networks and comparison sites They have budgets you don't, and they dominate the general searches. They don't have a technician based in your area, and that's where you can beat them. Symptom 3 ### The customer doesn't know what they need Air-to-water, air-to-air, hybrid, ground source: they mix up the terms. If they don't understand your site, they'll turn to whoever explains it, even if that firm installs less well than you. An audit, for real ## What I see in thirty seconds on a heating 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. Home | Thermal comfort https://votre-chauffage.exemple **HEATING R.**Our solutions · Our brands · Contact Your almost-free heat pump Make the most of grants and say goodbye to your bills. Check my eligibility **Brand A**Manufacturer logo **Brand B**Manufacturer logo **Brand C**Manufacturer logo **Fig. 2.** Fictional site, reconstructed. Any resemblance to yours would be a good reason to call me. 1. *1***A tab that talks about “thermal comfort”**Your customer types “heat pump” and the name of their town. Those words should be the first thing Google reads. 2. *2***A menu with no servicing or repairs**These are two common searches among homeowners who already have one. Each needs its own page. 3. *3***A promise of “free”**It recalls the offers that damaged the trade. Offer a technical visit and a detailed quote instead. 4. *4***A catalogue house in the snow**It shows neither your work nor your region. Photograph an outdoor unit you installed, and name the town. 5. *5***Manufacturer logos instead of jobs**“Oil boiler replaced in Châteauneuf, 1975 house” says more than three brands. What your customers type ## What a homeowner who wants to change their heating types. Six example searches, chosen to illustrate the stages of the decision. They are not measurements. Your real queries come out of the audit. *1*“heat pump installer” followed by their town : They want someone who will come to their home. The map shows first. You need a Google Business Profile in the right category and a page naming your towns, with installations carried out there. *2*“replace oil boiler with heat pump” : Their boiler is ageing and they're planning the project, often as winter approaches. A page devoted to this exact replacement, with the steps, how long the work takes and what happens to the tank, answers their situation precisely. *3*“heat pump old house” : They have a stone house or a poorly insulated one and have read that it doesn't always work. Say frankly when you install, when you advise insulating first, and why. That frankness brings in the right projects. *4*“air to water heat pump price” : They're looking for a budget. Explain what makes up the price: the unit, the output, the existing radiators or underfloor heating, commissioning. A range given as an example is enough, followed by an offer of a visit. *5*“heat pump noise neighbours” : They have a specific objection, or their partner does. A page that takes the subject seriously, including where the outdoor unit goes and installation precautions, removes a hurdle the salesman across the road avoided. *6*“heat pump servicing” followed by their town : They already have one, sometimes fitted by a company that has since disappeared. They're a customer for a servicing contract today and for a replacement later. They need a servicing page with your area and how you work. What works ## The five levers for a heat pump installer. Lever 1 ### The Google Business Profile It's what shows up when people search for an installer near them. I set the primary category, the list of services, the towns covered and the photos. I make sure servicing and repairs are on it, because those requests come in all year round. Lever 2 ### One page per system and per situation An air-to-water heat pump to replace a boiler, an air-to-air one for an electrically heated house, an installation in a new build: each case has its own searches. Lumping them under “our heat pumps” means answering none of them. Lever 3 ### Installations, told as stories A house, its floor area, its old heating, the unit installed, how long the job took, the town. With the customer's consent, a few words about their first winter. This simple story is the proof the remote salesman can't provide. Lever 4 ### Servicing and repairs More than anything, the customer dreads being left alone with a broken-down unit in January. A page describing your servicing contract, your response times and your area addresses that fear. It also attracts homeowners whose installer has abandoned them. Lever 5 ### Qualifications and guarantees Customers check before signing, and current grants can depend on the company's qualifications. Yours should be written on the site, with their validity dates, next to your insurance. I ask you for the documents; I make them easy to read. What costs dearly ## The mistakes I see most often on heating engineers' websites. Mistake 1 ### The word “free” in big letters It attracts the curious and drives away serious customers, who associate it with scams. Talk about assessments, visits and detailed quotes. Mistake 2 ### Copy written for an engineer Coefficients and acronyms without a single sentence of explanation. The homeowner wants to know whether they'll be warm, how much it costs and who will come if it breaks down. Mistake 3 ### No page on servicing You do it, but the site doesn't say so. You're leaving to others customers who already have a heat pump and are looking for someone reliable nearby. Mistake 4 ### Brands in the window, no jobs A row of manufacturer logos doesn't prove you install well. Three installations described in nearby towns do. The method ## What I put in place for a heat pump installer. I start with local searches, where you have the advantage, then deal with the pages that answer objections. 1. **The profile.** Services, area, servicing, photos of installed units: everything the customer reads before clicking. 2. **The systems.** One page per heat pump type and per replacement case you genuinely handle. 3. **The objections.** Noise, old houses, running costs, extreme cold: a written answer for each. 4. **The visits.** We track technical visit requests, their town, then the signed quotes. 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. Close to home ## Heat pumps in Charente. In Charente, housing is mostly detached houses, in villages and the countryside as well as around Angoulême and Cognac. Depending on the house, people replace an oil boiler, a gas boiler or electric heaters, and the search changes with the case. Homeowners also type the name of their town or the nearby town. So your pages need to name the heating being replaced and the area. I live between Cognac and Paris, I know the département and we can meet there. ### The stone house Old Charente houses raise specific questions: thick walls, cast-iron radiators, uneven insulation. A page dealing with this case, with examples of jobs, answers the owner of an old house. They recognise their own situation, which a generic text doesn't give them. ### Angoulême, Cognac and in between In the two urban areas, you find detached houses and housing estates. In the villages, longhouses and village houses. Your pages can reflect both realities without multiplying copies: two or three well-filled area pages are enough. ### Distance for repairs A customer in Ruffec or Barbezieux wants to know whether you'll come out if it breaks down. State clearly how far you travel for servicing. It's sales information, and it's also what Google reads to decide where to show you. The rooftops of Angoulême. [Photo: JLPC, CC BY-SA 3.0, via Wikimedia Commons](https://commons.wikimedia.org/wiki/File:Angoul%C3%AAme_16_Vue_toits%26Charente_depuis_bd_Pasteur_2014.jpg) The historic centre of Cognac. [Photo: Jacques DASSIÉ, CC BY-SA 4.0, via Wikimedia Commons](https://commons.wikimedia.org/wiki/File:Cognac_Centre_historique.jpg) [SEO consultant in Charente](https://kevinpapot.fr/consultant-seo-charente)[Angoulême](https://kevinpapot.fr/consultant-seo-angouleme)[Cognac](https://kevinpapot.fr/consultant-seo-cognac) Beyond Google ## What AI changes for a heat pump installer. Before a purchase this size, many homeowners ask an AI such as ChatGPT, Gemini, Claude or Mistral, the way they'd ask a friend who knows about these things. They write: “my 120 m² house is heated with oil, near Angoulême, which heat pump should I choose and who can install it?”. The answer contains advice, warnings, and sometimes two or three names. To give those names, the AI relies on what it reads: your website, your Google Business Profile, your reviews, trade directories, local press articles. If those sources all say you install and service heat pumps in these towns, with these qualifications, you have a chance of being mentioned. If your site settles for “thermal comfort solutions”, the AI doesn't know what to say about you. I test these questions for your area and show you the answers. [Find out more about GEO](https://kevinpapot.fr/en/consultant-geo) Question asked to an AIWho can replace an oil boiler with a heat pump near Cognac, and service it afterwards? Answer Three companies come up for this project: 1. **Our client**— local heating engineer: oil boiler replacements, servicing contract described, towns covered and qualifications listed. 2. — national network, telephone sales, installation subcontracted. 3. — quote platform, installer not specified. Heating engineer's websiteGoogle Business ProfileTrade directory **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 heat pumps. The three profiles below are fictional. They show where I start depending on the situation. ### A long-established heating engineer He makes his living from his boiler customers and is seeing heat pump salesmen arrive in his area. 1. Add boiler-to-heat-pump replacement to the profile and the website. 2. Write a page explaining this replacement to his existing customers, in his own words. 3. Highlight how long the company has been around and the follow-up after installation. ### A young specialist company It installs well, but nobody knows it yet and it has few reviews. 1. Describe every completed installation in detail, with the town and photos. 2. Ask for a review at the end of commissioning, then again after the first winter. 3. Publish qualifications and insurance right on the home page. ### A company with ten technicians It installs a lot, but its servicing department is half empty. 1. Create a servicing page and a repairs page, with the area and response times. 2. Add these two services to the Google Business Profile, with their own photos. 3. Track installation enquiries and servicing enquiries separately. In practice ## What you get. - A Google Business Profile that mentions installation, servicing and repairs - One page per system and per replacement case - Installation stories, easy to write after each job - Written answers to the most common objections - Monthly tracking of visit requests and servicing contracts 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 [Request a quote](#contact) 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. [Read my story](https://kevinpapot.fr/en/kevin)[See my method](https://kevinpapot.fr/en/methode) FAQ ## SEO and heat pumps: the questions I get asked. The big networks spend a lot on advertising. What can I do at my scale? Target what they cover badly: your town, your local area, specific cases like old houses or replacing an oil boiler. On those searches, a well-described local business stands a chance. I don't guarantee you a ranking; I tell you where the effort pays off most. My customers arrive wary. Can the website change that? It can help. An address, named technicians, located jobs, detailed reviews and copy without overblown promises take the edge off the suspicion. The rest happens during your visit. Should I talk about cases where I advise against a heat pump? Yes. A customer who reads that understands you're not selling at any cost. You get fewer unsuitable enquiries, and the ones that remain convert better. How should I present grants? Without a fixed amount in the text if you can't keep it up to date. The page explains the current grants, links to the official source, states when it was last reviewed and says what you handle in the paperwork. You approve the content; I take care of the form and the update reminder. Is demand seasonal? Partly. Searches about replacing heating usually rise as the cold approaches, and servicing tends to be searched for before winter. So the pages need to be online several months ahead. That's why I recommend starting in spring or summer. I also install air conditioning and boilers. Should it all go on the same site? Yes, with one page per activity. Google understands perfectly well a business that does several related trades, as long as each one has its own page and its own examples. Should I mention the brands I install? You can, because some customers search for a specific brand. But the page should talk about your work first: the assessment, the installation, commissioning, follow-up. The brand is a detail of the quote, not your main selling point. I have few reviews. Is that a problem? It puts you behind, it doesn't stop you. In this trade, a few long reviews describing the job and the first winter count for more than a long list of ratings without text. We set up a request at every commissioning. How many pages do I need to write? Fewer than you think. For many installers, a dozen solid pages cover the essentials: systems, replacement cases, servicing, price, two or three areas. We write them in order of what brings in business. What if a passing salesman copies my text? It happens. He can't copy your jobs, your address or your reviews, and those are what make the difference in the eyes of customers and of Google. --- Source: https://kevinpapot.fr/en/seo-pompe-a-chaleur · Kévin Papot, SEO and GEO consultant, Charente (France).