In recent years, industry trends in online marketing have experienced substantial changes, reshaping the digital landscape. One of the significant shifts came from Google, the search engine titan, when it announced the shutdown of Google My Business websites come March 2024. This piece explores how this change will impact businesses across various industries, with a particular focus on the Heating, Ventilating, and Air Conditioning (HVAC) sector. 

Google has been a game-changer in the digital world, hosting a plethora of Solutions for businesses; we’ve seen Google Maps, Google Ads, and Google My Business (GMB). Until recently, GMB has served as an essential tool for businesses to establish their online presence. However, with its impending shutdown, businesses, particularly those in the HVAC sector, will need to take a proactive approach to mitigate any potential damage.

Let’s step back a little and gain some perspective. How exactly does GMB work, and why has it been instrumental for businesses? Essentially, GMB is a free, easy-to-use tool that enables businesses to manage their online presence across Google, including Search and Maps. With GMB, businesses could update their business information, post updates, and respond to reviews. The platform also provided valuable insights about how customers search for the business, where those customers are coming from, and what actions they are taking on the business’s listing.

For HVAC businesses, GMB’s shutdown translates to a loss of a significant online platform which had sustainable reach. Why? HVAC is a service-oriented industry. When homeowners or entrepreneurs notice an air conditioning or heating issue, they typically turn to Google for fast solutions. With a GMB profile, HVAC businesses could easily pop up in the search results, making it effortless for potential customers to find them, check their reviews, and even schedule appointments.

How then should HVAC companies prepare for this change? We’ve handpicked some strategies and resources that can help you navigate through this transition seamlessly:

1. Diversify Your Online Presences: As the saying goes, don’t put all your eggs in one basket. In this case, the basket was GMB. It’s now time for HVAC businesses to venture into other platforms such as Facebook, Instagram, LinkedIn, and more. These platforms offer business page options that serve a similar purpose to GMB, providing an online presence and customer interaction opportunities. You may also want to consider listing your business with online directories specific to HVAC.

2. Invest in a Robust Website: With GMB phasing out, having a well-optimized, SEO-friendly website for your HVAC business is no longer an option; it’s a necessity. Websites are invaluable tools that support a business’s digital marketing efforts. 

3. Utilize Email Marketing: Building an email list and regularly contacting your clients and prospects can significantly boost your HVAC business. 

4. Explore Google Ads: Even though GMB is closing, Google’s robust advertisement platform isn’t going anywhere. Google Ads can provide a significant boost to your online visibility, driving traffic to your website and leading to conversions. 

5. Leverage Customer Reviews: Positive customer reviews are key to building trust among new customers, particularly in the service industry. While you may lose the review feature on GMB, you can direct your customers towards other reputable platforms such as Yelp or Angie’s List.

As 2024 approaches, businesses, HVAC ones included, must brace for a world without GMB. Thankfully, the digital landscape is rich, providing numerous avenues to maintain and enhance online visibility. It’s time to explore these options, ensuring that your HVAC business stays ahead of the curve in the digital marketing space.