How to Read the Numbers, What They Mean, and How to Turn Them Into More Calls
If you’re in the HVAC business, you’ve probably been told a thousand times that you “need SEO.” But between service calls, estimates, and keeping your team running smoothly, digging into website data probably isn’t at the top of your to-do list.
We get it.
At Bedrock Markets, we work with HVAC companies every day to help them show up better online—and that means cutting through the digital clutter to focus on what actually matters. You don’t need to know every SEO trick in the book. You just need to track a few key metrics that tell you whether your website is doing its job: helping people find you, trust you, and call you.
Here are the 4 SEO metrics we care about most—and how to use them to grow your business.
1.Organic Traffic – Are People Finding You on Google Without Paid Ads?
Think of organic traffic as the free version of foot traffic—but online. These are people who typed in a question or searched for a service like “furnace repair near me,” saw your site pop up, and clicked through. No ads, no gimmicks—just good SEO doing its thing.
Why it matters:
If this number’s going up, you’re getting more visibility. If it’s flat or dropping, something’s off.
What to do with it:
- Make sure your homepage and service pages use clear, local terms (“AC tune-up in [Your Town]”).
- Add content that answers the real questions customers are searching for—like “Why is my heater blowing cold air?”
- Update your meta titles and descriptions so they stand out in search results and get the click.
Pro tip: Google loves fresh content. Even a blog post once a month can help keep your site relevant.
2.Keyword Rankings – Where Do You Show Up in Search Results?
This one’s all about position. If someone Googles “heat pump installation in [Your City],” are you on page one… or buried on page four?
Why it matters:
Most people don’t scroll past the first page. If you’re not showing up there, you’re missing out.
What to do with it:
- Track your top service keywords—things like “AC repair,” “furnace installation,” “ductless mini split.”
- If you’re stuck on page 2, add more depth to that page. Include FAQs, images, and internal links.
- Focus on local terms. Competing nationwide for “HVAC repair” is tough—but “HVAC repair in [Your Area]” gives you a real shot.
Hot tip: Look for “near me” keywords in your reports. That’s high-intent traffic from folks ready to book.
3.Bounce Rate – Are Visitors Leaving Without Clicking Anything?
Your bounce rate tells you how many people visit your site and then leave right away without clicking around.
Why it matters:
If your bounce rate is high, it could mean your site loads slowly, doesn’t look good on mobile, or just isn’t answering the question fast enough.
What to do with it:
- Make sure your site is mobile-friendly—most HVAC customers are searching from their phones.
- Use headlines that speak to pain points: “Heater Not Working? We Can Help—Fast.”
- Add clear calls to action—“Schedule Service,” “Call Now,” “Request a Free Estimate.”
Quick fix: Put your phone number and service hours right at the top of every page. Make it easy to take the next step.
4.Backlinks – Who Else is Linking to Your Website?
Backlinks are like digital referrals. When other reputable sites link to yours, it tells Google, “Hey, this company knows what they’re talking about.”
Why it matters:
The more good-quality backlinks you have, the more trust you build with search engines—and the higher your rankings can climb.
What to do with it:
- Get listed on local directories like your chamber of commerce, HVAC associations, and Google Business Profile.
- Write helpful content that others want to reference—think maintenance checklists, seasonal tips, or energy-saving guides.
- Partner with local bloggers, contractors, or suppliers who can feature you on their websites.
Avoid spammy backlinks—quality over quantity always wins.
Final Word: Know What Works (and What Doesn’t)
You don’t need to be a data nerd to make smart SEO decisions. Just keep an eye on these 4 metrics:
- Organic traffic – Is your site getting found?
- Keyword rankings – Are you showing up for the right searches?
- Bounce rate – Are people staying or leaving?
- Backlinks – Are other sites boosting your credibility?
When you track these numbers regularly, you can spot what’s working, fix what’s not, and turn your website into a lead machine.
And if you’d rather not deal with all this SEO stuff on your own? That’s what we’re here for.
At Bedrock Markets, we speak HVAC and we speak Google.
Want to see how your website stacks up? We’ll run a free audit and show you where you can get more visibility—and more jobs.
📞 Let’s talk. Your next call could come from the click you weren’t tracking.
