How Consumers Search for Contractors

Kyle Gargaro, ACHR News

00:00

You’re talking about this example of someone trying to find a ductless contractor in New York. Or was it more that they’re just trying to learn about ductless, and then your contractor came up? Or is it both?

Michelle LaFrance, The Duchess of Ductless

00:10

Well, it’s a little bit of both, and you have a really good question. When we start looking at presenting a contractor to Google, especially with the AI overview, it’s so important to think about the way that Google thinks. We need to understand keywords and their categories.

I love your question because sometimes contractors or their SEO agencies are always going after the high-value terms, right? But there are really three buckets of how consumers search:

Product-Oriented Searches: The first bucket is consumers searching for the product itself, such as “ductless heat pump”, “ductless mini split heat pump”, or “mini split”.

General Heating and Cooling Searches: The second way consumers search is when they’re thinking more about heating and cooling in general rather than a specific product.

Contractor Searches: The third bucket is when people are specifically looking for a contractor. While this might not have the highest volume, it also indicates the best likelihood because it shows the intention of that consumer; they’re actually looking for a contractor.

Kyle Gargaro, ACHR News

01:12

You’re ready to buy, right?

Michelle LaFrance, The Duchess of Ductless

01:14

Exactly! They’re kind of like, “I’m looking for somebody.” So, it’s important to understand the keywords as well.

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