Search is changing. Fast.
This shift is being driven by tools like ChatGPT, Google’s AI Overviews, and Perplexity. These platforms don’t just list links—they scan the web, summarize key info, and recommend just a few businesses. If your company doesn’t make the cut, you’re invisible.
And here’s the bigger shift: many of these AI-powered experiences result in zero-click conversions meaning the user doesn’t need to visit your website at all to decide to call or message you. The AI already did the research for them.
In fact, as of 2024, more than 50% of all Google searches in the U.S. end without a single click, according to the SparkToro & Datos Zero-Click Search Study.
In this guide, we’ll break down how AI search works, how it’s different from traditional Google rankings, and what your HVAC business needs to do to show up, and get chosen.
Why AI Search Works Differently Than Google
In traditional search, users type in keywords like “AC repair near me” and scroll through pages of links. Rankings depend heavily on backlinks, content, and technical SEO.
AI search works differently.
It behaves more like a smart assistant. Instead of listing options, it analyzes the web, looks for businesses that answer the user’s question clearly and credibly, and offers a direct recommendation.
For example, someone might ask:
“Who’s the best AC company in my area for energy-efficient systems?”
An AI search tool like ChatGPT will respond with a short list or summary, often naming just two or three local providers without showing links at all. This is an example of zero-click search, where the AI delivers the answer right away.
If your business isn’t clearly presented as a good fit, you don’t appear. And if you do make the list, your information—like services offered, location, and reviews—must be strong enough to convert on the spot.
How AI Chooses Which Companies It Features
We tested this ourselves. Using ChatGPT, we searched for “energy-efficient AC companies in Lubbock, TX.” The results gave us insight into what AI is looking for.
Here’s what we found.
1. Relevance to the Search Query
AI tools are trained to match intent, not just keywords. If someone searches for “energy-efficient AC repair” or, like in our test, “energy-efficient AC companies in Lubbock, TX,” your business is more likely to rank if your website, Google Business Profile, and content all clearly highlight:
- “Energy-efficient air conditioning systems”
- “High-SEER unit installation”
- “Eco-friendly HVAC upgrades”
- “Ductless mini-split systems”
- “Home energy audits”
- “AC performance assessments”
Pro Tip: Use the words your customers actually search for—not just internal service names or technical manufacturer terms. Speak in plain, practical language that aligns with what people type into search bars and AI prompts.
2. Authority and Trust Signals
AI search looks at what others say about you, too. Businesses that ranked higher in our test showed strong trust indicators, including:
- Dozens or hundreds of positive Google reviews
- Detailed service pages with clear, helpful information
- Backlinks from trusted sources (like manufacturer directories or local associations)
- Recognized certifications such as NATE, Energy Star, or partnerships with top brands like Trane, Carrier, or Daikin
Why It Matters: These elements help confirm that your company is legitimate, established, and safe to recommend, especially in a zero-click environment where AI needs to provide confident answers without sending users elsewhere.
3. Content and Website Quality
AI tools analyze your website just like a human would. They evaluate whether your content answers real questions, whether your site is technically sound, and whether your messaging builds trust.
The top results in our test had websites that:
- Loaded quickly (especially on mobile devices)
- Were easy to navigate with clear service categories and calls to action
- Had no broken forms or outdated phone numbers
- Included up-to-date blog posts, FAQs, or seasonal updates about AC systems
Bottom Line: Fresh, relevant content is critical. If your website doesn’t show recent activity or cover the kinds of questions people are asking (like “How can I lower my AC bill?” or “What’s the difference between SEER and SEER2?”), AI is less likely to reference you.
4. Local SEO and Google Business Profile Optimization
Local signals were a key factor in the results. In our Lubbock example, it wasn’t enough for a company to simply be located in the city—only businesses with a strong local SEO strategy and a well-maintained Google Business Profile (GBP) were featured.
Across markets, AI tools tend to favor businesses that have:
- Proximity to the searcher
- City names and service areas clearly mentioned throughout their website content
- A fully completed GBP, including accurate categories, business hours, services, and photos
- A steady stream of recent Google reviews
- Active engagement, such as responding to reviews, posting updates, and keeping the profile current
Your GBP acts as one of the primary data sources for AI search tools. In many zero-click results, the AI pulls directly from it, showing your business name, contact info, services, and reviews without ever linking to your website. If your profile is outdated or incomplete, you may be skipped entirely.
Keep in mind: Bing AI, which powers many of ChatGPT’s local results, pulls business listings directly from Bing Places. If your Bing profile is missing or outdated, you might not show up at all, even if you’re doing everything right on Google.
AI Search Ranking Signals: What HVAC Companies Need to Pay Attention To
AI search engines, like ChatGPT and Bing AI, prioritize different signals than traditional search engines. Here’s a quick side-by-side comparison of what matters most:
| Signal Type | Traditional SEO Weight | AI Search Weight |
|---|---|---|
|
Keyword Relevance |
High |
High |
|
Backlink Profile |
Very High |
Moderate |
|
Structured Data (Schema) |
Medium |
High |
|
Topical Content Depth |
Medium |
High |
|
External Mentions (Citations) |
Medium |
High |
|
User Experience (UX) |
Moderate |
High |
A few quick definitions:
- Schema is code that helps AI tools understand what your business does, where you’re located, and what services and reviews you offer.
- Topical content depth means having more than just one service page—publishing helpful articles and detailed explanations around related topics.
- User experience (UX) covers how fast your site loads, how it works on mobile, and how easy it is to navigate.
Quick Takeaway: AI search favors clear, structured info it can summarize and deliver instantly, so make every piece of your online presence ready for a zero-click world.
What Your Business Can Do Right Now
Here’s how to start aligning your online presence with what AI search tools are looking for:
1. Use Specific, Customer-Focused Language
Replace general terms with direct, search-friendly phrases like:
- “Fast, reliable heat pump repairs in [City]”
- “Trusted heat pump service technicians in [City]”
- “Local experts for heat pump repair in [City]”
- “Efficient heat pump troubleshooting and repair near [City]”
This matches how real people search, and how AI understands those searches.
2. Add Structured Data to Your Website
Schema markup is used by 72.6% of top-ranking pages on Google’s first page, and for good reason. This behind-the-scenes code helps search engines and AI tools understand exactly what your business offers, where you’re located, and why you’re relevant.
Work with your web team to add schema markup that defines:
- Your services
- Your service area
- Your hours and business type
- Your customer ratings
While structured data helps with SEO rankings, it also powers zero-click visibility, helping AI answer customer questions before they ever land on your site.
3. Build Content Around Key Topics
AI models look for subject matter experts. Some strong content themes include:
- Energy efficiency
- Indoor air quality
- SEER ratings
- AC rebates and incentives
- Smart thermostats
- Ductless cooling systems
The goal is to build out pages and blog posts that show depth of knowledge.
4. Improve Website Experience
Your site should:
- Load in under 3 seconds
- Be easy to navigate, especially on mobile
- Have your phone number and city name visible on every page
These improvements build trust with both users and AI systems.
5. Strengthen Your Presence Across the Web
AI search pulls information from more than just your site. It looks for:
- A complete and accurate Google Business Profile
- Consistent listings across online directories
- Mentions on trusted third-party websites like manufacturers, associations, and news sources
The more complete and credible your online footprint is, the better your chances of being selected.
Think of your entire online presence—not just your website—as part of your ranking power.
How CI Web Group Helps You Rank in AI Search
At CI Web Group, we’ve spent the past year studying how AI search engines evaluate and recommend local businesses. Our team helps HVAC companies adapt to this shift with AI-enabled websites and data-driven strategies.
We focus on:
- Writing clear content that matches what your customers are searching for
- Implementing schema to help AI tools interpret your services
- Creating deep, useful content that builds authority
- Optimizing mobile performance and user experience
- Expanding your visibility across platforms and directories
This positions your business to win in both traditional search and AI-powered, zero-click search experiences, where being chosen by the algorithm is everything, even if the user never lands on your website.
Curious how your HVAC company shows up in today’s AI-driven searches?
Let’s run a quick audit and build a plan that makes you stand out.
