Insights
We publish rarely and only when we have something specific to say. Everything here comes out of live client accounts rather than out of another agency's blog post.
What a 1,630-answer study shows about the sources ChatGPT and Claude cite for local trades, why the list changes when you ask again, and six things that make an HVAC business easier to find and verify.
9 min readGoogle says optimising for its AI features is still SEO. Where ChatGPT and Claude genuinely differ, what the end of FAQ rich results means, and what to ask before buying an AEO package.
8 min readReading the Generative AI report without double-counting, a GA4 channel for ChatGPT and other assistants, why some AI visits show up as Direct, and the form question analytics cannot replace.
7 min readWhat Google's new Search Console switch does, how to use it, why most service businesses should stay included, and how to measure before you change anything.
4 min readWhy a tune-up and a maintenance plan need different offers, how to write a scope customers understand, why "priority service" is the easiest benefit to overpromise, and how to check a campaign actually makes money after ad spend.
9 min readWhat junk actually means, the offers that suit a lead form and the ones that do not, Higher intent forms, two qualifying questions, follow-up in minutes, and the 200-lead condition most guides skip when they tell you to send outcomes back to Meta.
9 min readManual disputes are gone. How automatic 30-day credits work, the two reasons Google no longer credits at all, what Rate this lead still does, and when the move into Google Ads is likely to reach an HVAC account.
9 min readThe default location setting most local businesses never open, what Google actually removed (it was not Presence), why distant enquiries still happen after you fix it, and how to read the reports that show where your ads really reach.
8 min readA negative keyword list grouped by intent, with the part most lists get wrong: why "commercial", "parts", "free" and "cheap" are decisions rather than automatic exclusions, and how to build the list from your own search terms.
9 min readMurfreesboro grew roughly 40% in a decade. What that means for HVAC contractors: new residents with no company yet, two genuine seasons, a map pack that moves as the city spreads, and competing next to Nashville.
8 min readRankings take months and peaks last weeks. When to start work for next summer, why emergency repair and planned replacement are two different businesses, and where to move budget once your service calendar fills.
9 min readAn audit finds 600 warnings and your developer can fix six. The faults ranked by what they actually cost, the warnings that are just a tool's preferences, and how to diagnose the difference free in Search Console.
9 min readWhat the bulk link packages actually sell and why none of it works, the question that exposes an irrelevant placement, what genuinely earns a mention, and why most sites should never touch the disavow tool.
8 min readWhy Google, Meta and your own records never agree on how many leads you got, the five setup faults that inflate the number, and the checklist to run before you trust a dashboard enough to spend against it.
8 min readThe inventory to take before anyone touches the old site, the one rule that decides whether a redirect map works, the content designers quietly cut, and how to tell a normal post-launch dip from a real problem.
8 min readTwenty-one profile items ranked by how much each one shifts the map pack, the settings most owners get wrong, the fake listings you can have removed, and the ones that do nothing at all.
8 min readThe difference is demand, not platform. A five-minute test for which side you are on, what each channel really costs to run properly, and how to judge them when both dashboards overclaim.
7 min readWhat actually decides the map pack, why your average ranking position is a useless number, and the order to fix things in when you serve twelve suburbs and rank well in two.
9 min readThe arithmetic that answers this properly, the minimum budget below which an account cannot learn, and how to tell whether your current spend is buying leads or buying data.
6 min readWhy traffic went up and pipeline did not, the twenty pages most software companies are missing, and how to report on search when the sales cycle runs six months.
6 min readNext step
The free audit applies all of this to your actual site, profile and ad account, and comes back as a ranked list of what to fix first.