Measure Your Results

After writing a few articles on search engine optimization (SEO) and the importance it has for HVAC contractors, I received an interesting phone call. It was from a marketer in the Midwest who highly disagreed with contractors investing time and money into SEO.

This marketer had a theory that an HVAC contractor gets a much higher average ticket price from customers in the immediate zip code of the business. He had numbers to support this theory, but did not want The NEWS to publish them because they were proprietary. His belief was that by casting a bigger net with SEO you were actually gaining customers that were less valuable. He thought the best approach was more local marketing that made you dominate your immediate area.