5 Ways Quality Heating and Cooling Used Local SEO to Attract Thousands of Customers and Hit $5M ARR

When I started researching HVAC companies with impressive marketing results, a few stood out—but none quite like Quality Heating, Cooling, Plumbing, and Electric.

(For simplicity, I’ll refer to them as ‘Quality Heating and Cooling’ or ‘Quality HC.’)

Founded in 2014, they serve homeowners across Northeast Oklahoma, including Glenpool and Tulsa, with heating and AC repair, installation, and maintenance services. 

Over the years, Quality Heating and Cooling has achieved several noteworthy results, including:

• An estimated $5.3 million in annual recurring revenue 
• Rated 4.9/5.0 with nearly 3000 user reviews on Google
• Acquired Reed Family Heating & Air Conditioning of Tulsa
• Voted Nextdoor Neighborhood Fave in 2021, 2023, and 2024
• Named Tulsa World’s ‘Best in the World’ award winner in 2024

While many factors contributed to Quality HC’s growth, one strategy stands out as the most impactful: local SEO. This article will break down their local SEO strategy into five key tactics. Plus, we’ll share actionable tips for each so you can achieve similar results.

If you’re an HVAC business owner, marketer, or contractor looking to improve your local visibility and attract high-value leads, this guide is for you.

Here’s a snapshot of the local SEO tactics we’ll explore:

• Ranks in the Google Local Pack for relevant high-intent keywords
• Maintains a complete Google Business profile with up-to-date details
• Builds a solid reputation with lots of positive reviews and high ratings
• Has visibility and a strong reputation on local directories like Nextdoor
• Has a high-converting homepage that attracts local traffic 

1. Ranks in the map pack for relevant high-intent keywords

Quality Heating and Cooling ranks for 187 near-me keywords, with several featured in Google local pack—the topmost section showcasing three top local HVAC businesses besides the map.

Keyword	Estimated monthly search volume
Heater repairman near me	1,600
Heating cooling service near me	880
Heater replacement near me	110
Heater maintenance near me	270

For example, when a local searches for “heater repairman near me,” Quality Heating and Cooling ranks #2 in the local pack. 

Appearing in the map pack for queries like this offers the company four main advantages, it:

• Makes them one of the first options locals see when searching for HVAC services
• Increases the chances of getting at least 70% of all clicks compared to other businesses
• Attracts customers who are ready to take action, such as requesting a quote, right away
• Signals credibility to customers, as Google selects businesses based on proximity to the searcher, relevance to the search query, and popularity (reviews, ratings, and activity)

Together, the organic traffic from all 187 near-me keywords is valued at an estimated $29,300 per month, according to Semrush.

This figure reflects the cost of generating the same traffic through paid advertising.

By ranking organically, Quality Heating and Cooling saves approximately $29,300 per month—or $351,600 annually—in advertising costs. 

Even better, this traffic is highly valuable, as users searching for near-me keywords are actively looking for HVAC services, making them far more likely to convert into paying customers.

How to apply this local SEO strategy to your HVAC business

If you want to rank in Google’s local pack for near me and other money keywords, the first step is to target the right keywords. To do this:

1. Use keyword research tools

Tools like Semrush, Google Keyword Planner, and Ahrefs help you find the exact terms people in your area are searching for. 

Start by typing in a service you offer, like “heater repair” into the tool.

The tools will show related searches like “heater repair near me” or “heating and air conditioning repair​.”

You can even check out your competitors to see what keywords they are ranking for. 

If you don’t know who your local search competitors are, type your core service and location into Bright Local’s free local search results checker to see who is ranking for them already. 

Select ‘Google Search’ or ‘Google Maps,’ depending on which results you want to see, then click ‘Check search results.’

Click on ‘page 1’ from the results to see the HVAC companies dominating the search results.

From the results, pick any of the companies from the map pack and discover keywords they are ranking for. For example, if you’re using Semrush, head over to Domain Overview and type in their website URL—it’ll show you which keywords drive traffic to them.

2. Think like your customers

Consider what customers might type when looking for your services. 

For example, when needing an urgent heater repair service, they may type ‘emergency heater repair near me’ or ‘24/7 heater repair near me.’ 

Add words like “best,” “affordable,” “same-day,” or “emergency” to transactional keywords to capture different user intents. For example, when looking for cost-effective options, they may type ‘affordable HVAC repair near me’ into the search engine. 

Also, from the keyword list you generated while researching, combine your services with specific city or neighborhood names to target hyper-local searches (e.g., “Tulsa AC repair”).

3. Use Google’s suggestions and tools

Google Autocomplete is an invaluable tool. 

Start typing a query into Google and note the suggested completions—these sometimes reflect popular searches.

You could also scroll through the ‘People Also Ask’ section for inspiration on common questions or terms customers search for. And check related searches—look at the bottom of Google’s search results page for additional keyword ideas.

4. Prioritize high-intent, low-competition keywords

Focus on terms with clear commercial or transactional intent, even if their search volume is lower. These lower-competition keywords are easier to rank for and far more likely to bring you paying customers.

For example, someone searching for ‘emergency AC repair Tulsa’ has a higher intent to hire your services than someone looking for tips on ‘how does AC repair work?’ even if the latter has a higher search volume. 

5. Monitor and adjust your keywords

Once you’ve optimized for your selected keywords, use Google Search Console to see which keywords drive the most clicks and impressions.

If a keyword is performing well, create additional content or adjust your Google Business Profile to target it even more effectively.

2. Maintains a complete, up-to-date Google Business profile 

Keeping your Google Business Profile (GBP) accurate and up-to-date is one of the simplest yet most effective ways to help Google understand your business and match it with relevant local searches. 

Quality Heating and Cooling demonstrates this in many ways, but there are areas where they could improve. Here’s what their GBP looks like:

A well-optimized GBP like this one:

• Improves your chances of ranking in the Map Pack
• Builds trust with old, new, and potential customers
• Helps Google prioritize your business for emergency and other time-sensitive queries so that you can capture high-intent searches

Your GBP information must be consistent with the details on your other online listings. 

That’s because Google relies on Name, Address, and Phone number (NAP) data across the web to verify a business’s legitimacy. Any inconsistencies can confuse Google’s algorithm, lowering your chances of ranking in the Local Pack or top organic results.

Here’s what some of Quality Heating and Cooling’s online listings looks like:

We observed that the company does a great job keeping their address and contact email consistent across all listings. 

However, their name and phone number are inconsistent. This makes it harder for them to dominate the Map Pack for even more queries.

To improve their chances, the company should decide on one standard name, phone number, and data to use across all platforms to help the search engine understand their business even more and rank them higher for more queries in the map pack. 

Your business hours also influence how you rank in Google Maps for time-sensitive queries. 

This information helps customers know when they can reach you and helps Google match search queries with your availability. So, keeping them up-to-date is important. 

If a homeowner searches for ‘emergency AC repair,’ for example, Google will prioritize businesses closest to their location offering this service and are open at the time of the search.

Say their address is near Glenpool, OK 74033. Here’s what the search results will look like:

Quality Heating and Cooling ranks #2 for this query, which has an estimated monthly search volume of 5,400. Since emergency service queries typically come from customers who need immediate help, ranking second place increases their chances of converting them right away. 

Quality Heating and Cooling also does well in updating their operating hours to reflect changes during special holidays. 

For instance, notice how the time for Christmas Eve and Christmas differ from the standard 24-hour schedule Quality Heating and Cooling typically operates. 

Of course, it would have helped to be more specific with the timing, like stating the exact start and close times vs. using the vague wording, ‘hours might differ.’

Choosing the right primary and secondary categories also does a great job of accurately representing your business and improving your chances of ranking higher. 

Quality Heating and Cooling uses ‘Heating Contractor’ as their primary category, which tells Google exactly what their business specializes in. This simple yet powerful choice is one of the reasons they dominate the Map Pack for the keyword within their service area.

Secondary categories help to broaden your reach by highlighting services outside your main focus. This can be a game changer for HVAC contractors offering additional services like plumbing, electrical work, or emergency repairs. 

For example, Quality Heating and Cooling added ‘Plumber’ as a secondary category, which allowed them to show up in searches like ‘water heater repair Tulsa OK.’”

Location-based keywords like this might have lower search volumes (e.g., ‘water heater repair Tulsa OK’ with around 10 monthly searches), but Quality Heating and Cooling did good by not overlooking them. They’re incredibly valuable, as they attract high-intent customers who are ready to take action—exactly the kind of leads the company wants (and you too).

To keep this section concise, here’s a quick list of additional elements that make up a complete profile (all of which Quality Heating and Cooling include):

• Specifying service areas for nearby locations
• A comprehensive list of services you offer
• Regular Google posts to keep information fresh
• Work photos and videos, including technicians, tools, and completed jobs
• A concise description that highlights your expertise, experience, and unique selling point

How to apply this local SEO strategy to your HVAC business

To optimize your Google Business Profile and rank higher in the Map Pack like Quality Heating and Cooling,

• Use the same name, address, and phone number (NAP) across your website, GBP, social media profiles, Yelp, and all online listings. Tools like BrightLocal or Moz Local can help you identify and fix inconsistencies to avoid confusing Google’s algorithm.
• Accurately reflect your operating hours, especially for seasonal changes. Also, avoid vague terms like “hours may vary” during holidays—instead, specify exact times (e.g., “8 AM – 2 PM on Christmas Eve”).
• Select an option that best reflects your core service as your primary category. Then add secondary categories that showcase additional services to broaden your visibility in related searches.
• Keep your profile up-to-date. That means adding photos and videos of your work to build trust with potential customers. You could also regularly post updates, promotions, or seasonal tips to keep your GBP fresh and engaging.
• Highlight all the locations you serve in your GBP to ensure you appear in searches from nearby neighborhoods.
• If your business operates from two distinct physical locations, like Quality Heating and Cooling, create a separate GBP for each. This allows each profile to target specific local customers, appear in searches relevant to that area, and reflect location-specific details like address, phone number, and business hours.

There’s one more critical element that can help dominate local search—and it’s another thing Quality Heating and Cooling does well, which we cover next.

3. Builds a solid reputation with lots of positive reviews and high ratings

Quality Heating and Cooling has a rating of 4.9/5.0 on Google and over 2700 reviews on both of its Google Business profiles.

Google favors businesses with above 4-star ratings and a high volume of recent, positive reviews in local search results. These factors tell Google—and potential customers—that your business is active, trusted, and well-known in your area.

High ratings and a large number of reviews also build trust with homeowners. 

When people see that others have had great experiences, they’re more likely to feel confident choosing your services. 

Plus, frequent and recent reviews show search engines like Google that your business is keeping up with customer needs and maintaining its reputation. 

For example, the latest reviews for Quality Heating and Cooling were left just a week apart.

This kind of social proof boosts their visibility in local search results, while building trust with new prospects. 

And it’s not just the reviews themselves—how the company responds to them matters, too.

Quality Heating and Cooling does a great job of responding to positive and negative reviews. Look at the image below, where they leave personalized replies to positive customer feedback.

These replies are like saying ‘thank you’ to a customer who went out of their way to leave valuable feedback that will likely encourage other homeowners to hire their services. 

These personalized replies make customers feel appreciated and encourage others to share their experiences, too. Notice how the company uses each customer’s first name, expresses gratitude, and says how much they look forward to helping them again.

These details make the reply feel personal and genuine—not robotic. It also shows future customers that this company truly values its relationships.

For negative feedback, the company takes a thoughtful approach:

• Acknowledging the customer’s frustration.
• Explaining their reasoning for certain actions 
• Proposing a way forward, like offering a phone number for follow-up conversations.
• Take the review and response below, for instance.

Although this is for its plumbing service, there’s still a ton to learn from their reply. 

The reply is empathetic, as it begins with an apology and acknowledges the customer’s dissatisfaction. It also explains why certain recommendations were made (replacing the line, using leak detection). 

Plus, the owner admits that the communication process could have been better and offers a phone number to continue the conversation and resolve the issue.

While these elements demonstrate that the business cares about its customers, values their feedback, and is committed to moving forward, it falls short in some areas. 

It risks sounding defensive rather than solution-oriented. 

A clearer invitation to make amends for the lack of clear communication (e.g., offering a discount on the next job) would have been a better fit to win back the customer’s trust. Highlighting steps they’ll take to prevent similar communication gaps in the future would have been helpful as well.

Bottom line? Respond to every review customers leave about your business. 

Doing this shows that you value your customers, their feedback, and satisfaction long-term. This way, you’ll get more customer reviews and improve your reputation. 

How to apply this local SEO strategy to your HVAC business

If you want to build a solid reputation like Quality Heating and Cooling, keep the review process effortless for your customers. 

The easier it is for them to leave feedback, the more reviews you’ll get—and the more trust you’ll build with prospects. Here are some ways to do so and respond effectively:

• After completing a job, ask satisfied customers to leave a review in person or via email.
• Encourage your team to politely request reviews in person after completing a job, especially if the customer seems happy with the service.
• Make it easy for customers by sharing a direct link to your Google Business Profile. You can learn how to create the link here.
• Send a thank-you email after completing a job, including a polite request for feedback. We share a few email examples in this piece on how to get more customer reviews.
• Respond to every review, like Quality Heating and Cooling in the examples above. For positive ones, personalize your responses to show appreciation and encourage them to return. For negative ones, acknowledge the issue and propose a solution, whether it’s a discount on the next service or a way to contact you to reach a resolution.
• Reward repeat customers who leave reviews, whether positive or negative. Offer a small incentive, like a discount, to show your gratitude for their feedback and commitment to helping your business improve.
• Use tools like Google Alerts or reputation management platforms, such as Podium and BirdEye, to stay on top of new reviews and respond promptly.

4. Has visibility and a strong reputation on local directories like Nextdoor

Even with a solid Google Business Profile, Quality Heating and Cooling ensures they’re visible on other platforms like Nextdoor and other online directories to attract even more customers.

On Nextdoor, for example, the HVAC company is rated as a Neighborhood Favorite—a badge of trust and credibility.

Nextdoor is built around neighborhood connections, where trust plays a huge role. 

Being a Neighborhood Favorite means Quality Heating and Cooling has earned high recommendations and positive feedback from community members.

This status isn’t just a nice-to-have—it’s powerful social proof that signals to local homeowners that their neighbors love and trust the company. It reassures potential customers about the quality of services provided.

But they don’t stop there. 

Quality Heating and Cooling strategically leverages their “Nextdoor Neighborhood Favorite” badge by highlighting it on key website pages, like their homepage, to boost credibility and encourage more conversions.

How to apply this local SEO strategy to your HVAC business

• Claim and verify your profile on Nextdoor to maintain control over the information displayed about your business
• Ask satisfied customers to recommend your business on Nextdoor. Recommendations from trusted neighbors carry significant weight
• Actively participate in Nextdoor conversations related to home services; answer questions and provide helpful tips to build trust and visibility
• Highlight achievements like “Neighborhood Favorite” badges on your website, social media, and marketing materials to boost credibility
• ​​Keep your contact details, operating hours, and services updated on all online directories. Consistency across platforms strengthens your local SEO

5. Has a high-converting homepage that attracts local traffic 

Quality Heating and Cooling’s homepage attracts an impressive 16,500 monthly organic visitors.

What stands out the most about the page is how it highlights the company’s expertise in clear, straightforward terms.

The hero section makes it clear what they do and why they’re the best at it. 

For example, the phrase “not just a name, it’s our promise” is clever wordplay that reinforces the brand name. It directly connects the “Quality” in the company name to their commitment to delivering high-quality services. 

Plus, calling their name a ‘promise’ assures customers that they can rely on the company to deliver what they advertise. It’s triggering and playing into the emotions of customers. 

Highlighting its core services just below the promise (Plumbing & HVAC Services) makes it crystal clear what the company does.

Customers don’t have to dig around the website to discover if they’re in the right place. 

But calling themselves the  ‘#1 Plumbing & HVAC Services Company in Tulsa, OK’ feels like a stretch. However, Quality Heating and Cooling pulls it off nicely by adding social proof to the hero section, so customers don’t take their word for it alone.

Adding user ratings from reputable platforms like Google and Facebook shows prospects that the company isn’t just making a bold claim—they are backing it up with real customer feedback. It’s a not-so-subtle way of saying, “You can count on us because your neighbors already do.”

The call-to-action (CTA), “Schedule Service,” doesn’t complicate things or leave customers wondering what to do next. Many people visiting the site are already looking for help.

Placing these buttons above the fold and in the hero section helps them take that step without any friction.

Other things they do right include:

• Using trust signals (like customer reviews, ratings, awards, and partnerships) to show prospects why they should trust them
• Appealing to prospects with special needs, like offering financing options to those who can’t pay right away
• Making it easy for prospects to contact them—a contact form pops up by the right side of the screen less than a minute or two after you’re on the site

How to apply this local SEO strategy to your HVAC business

• Use your homepage hero section to highlight what you do and why customers should choose you
• List your core services prominently on your homepage, just below your tagline, and make it easy for customers to understand how you can help them
• If you make bold statements (like being the #1 HVAC company in your area), support them with customer reviews, ratings, and awards
• Place a clear, simple call-to-action, like “Schedule Service,” above the fold and in the header menu, so visitors know the next step to take without scrolling
• Include customer reviews, testimonials, awards, and partnerships throughout your homepage to build credibility
• Instead of a pop-up form that can be distracting, add a live chat widget that sticks to the corner of the page. It lets users start a conversation or request help only if they want to

Invest in Local SEO to attract more qualified leads

Quality Heating and Cooling’s successes make one thing clear: 

Local SEO is one of the smartest investments you can make if you want to dominate the map pack for relevant queries and capture customers ready to buy.

In addition to the tactics we’ve covered in this article, Quality Heating and Cooling also checks off other important local SEO boxes, such as:

• A mobile-friendly site that ensures seamless navigation for users on any device
• Localized blog content targeting long-tail keywords to attract high-intent local traffic
• Fast page load speeds that improve user experience and boost search rankings
• Service area pages that focus on its target neighborhoods

(We couldn’t cover every strategy here to keep this piece concise and helpful.)

Remember that local SEO is a long-term strategy that requires consistent effort, but the results are well worth it. Start implementing these tactics today, and you’ll be on your way to attracting more qualified leads.