Pick an SEO agency that lives in your trade, reports to booked jobs, and does the whole funnel. Rankings you cannot bank are a trophy, not a paycheck. Hire the closer, not the cheerleader.
An agency that eats, sleeps, and breathes HVAC or roofing knows your seasons, your margins, and your buyer. A generalist is learning on your dime.
Rankings are useless if the phone rings out. The good ones handle conversion too, with reviews, a fast site, and call handling. Otherwise they are filling a bucket with holes and billing you for the water.
Cost per booked job, revenue, and AI-search visibility. If the report is a rainbow of vanity metrics, run.
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