It’s the first warm weekend of spring. The windows open, the pollen hits, and suddenly a homeowner is Googling “duct cleaning near me” because their kid won’t stop sneezing and the house smells a little musty when the HVAC kicks on. Next week, that same homeowner might skip Google entirely and ask an AI, “Who’s a NADCA-certified air duct cleaner in [city] with flat-rate pricing?” If your business shows up on Google, that’s SEO. If you get named in the AI’s recommendation, that’s AEO. Air duct cleaning is a trust-first service (and your industry has more bait-and-switch operators than most), so understanding both is how you win the jobs worth $300–$700 without racing to the bottom.
Two ways homeowners find you now: search results vs. “the answer”
Homeowners still use Google every day. But more of them are also using AI tools (ChatGPT, Google AI Overviews, Perplexity, etc.) to narrow down who to call. The difference matters:
- SEO (Search Engine Optimization) helps you appear when someone searches and compares options.
- AEO (Answer Engine Optimization) helps you become the business an AI feels confident recommending.
In a category where consumers worry about scams, upsells, and “$99 whole-house duct cleaning” offers that explode into a $900 invoice, clarity and proof are your advantage.
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Getting found on Google: what SEO means for duct cleaning
SEO is the set of actions that increase your visibility on Google when people search for services like:
- “air duct cleaning [city]”
- “dryer vent cleaning near me”
- “HVAC coil cleaning cost”
- “musty smell when AC turns on”
- “post construction duct cleaning”
For local air duct cleaning companies, SEO usually shows up in three places:
1) The map results (where high-intent calls come from)
The map pack is often the first thing a homeowner taps. Your Google Business Profile is the core driver here—photos, reviews, services, categories, hours, and service area.
2) The regular website listings (service pages that rank)
These are the standard organic results—your website pages ranking for “duct cleaning in [suburb]” or “dryer vent cleaning [neighborhood].”
3) The credibility layer (reviews + consistency)
Google isn’t only matching keywords. It’s measuring trust. In your niche, that means:
- consistent business info across the web (name/address/phone)
- a steady flow of real reviews
- evidence you’re legitimate (certifications, photos, clear service descriptions)
A practical way to think about it: SEO gets you into the consideration set.
The new channel: AEO and why it’s a big deal for this trade
AEO is about making it easy for AI systems to recommend you when someone asks a question in natural language, like:
- “Who does dryer vent cleaning and won’t upsell me?”
- “Which duct cleaning company in [city] has video inspection?”
- “Is there a NADCA-certified air duct cleaning technician near me?”
- “What’s the best company for move-in duct cleaning?”
Instead of giving a list of ten links, AI often tries to give one direct recommendation or a short shortlist. That means:
- You can win without the click (they may call from the AI result).
- You can also disappear if your services, proof, or service area are unclear online.
For an industry where many homeowners don’t even know what “coil cleaning” is until their system struggles, AEO is especially influenced by how well you explain problems, outcomes, and what’s included.
Where AI and Google “look” to decide who to mention
AI tools don’t all work the same way, but in practice they pull signals from similar places. If your business is missing or inconsistent in these sources, you’ll get left out—or described inaccurately.
Common sources that influence recommendations:
- Google Business Profile (services, service areas, categories, photos, reviews)
- Your website (service pages, FAQs, proof like certifications and process)
- Third-party listings (Yelp, Angi, Nextdoor, Facebook, local directories)
- Brand mentions (local “best of” lists, community pages, sponsorships, press)
- Consistency + freshness (recent reviews, recent photos, accurate hours)
When AI sees uncertainty, it fills in gaps. For example: if your site doesn’t clearly state you offer dryer vent cleaning, but your Google profile does, you may or may not be included when someone asks “who can clean my dryer vent this week?” Your job is to remove ambiguity.
What “trust” looks like in air duct cleaning (and why it impacts rankings)
In air duct cleaning, trust signals aren’t optional—they’re your differentiator. Homeowners are worried about three things: health claims, mess, and surprise pricing. Make your credibility obvious in places both humans and algorithms can read.
Trust builders that matter more in this industry than most:
- NADCA certification (and making it visible on your site and profiles)
- Before/after photos from real jobs (not stock images)
- Video inspection screenshots or short clips (supply/return lines, blower compartment, coil condition)
- Flat-rate pricing or clear “what affects price” explanations
- Process transparency (how you protect floors, how long it takes, what equipment you use)
Tie these to real homeowner pain points:
- allergies and dust (especially spring)
- musty odors
- poor airflow to certain rooms
- high energy bills (dirty coils, restricted returns, clogged dryer vent)
You can also responsibly reference well-known indoor air concerns. For example, the EPA has noted indoor air can be 2–5x more polluted than outdoor air. Pair that kind of fact with practical language (not fear tactics) and clear “when duct cleaning helps vs. when it doesn’t.”
Building pages that actually rank (and actually get you recommended)
A common mistake in duct cleaning websites is a single generic “Services” page. Homeowners search by problem and by specific job type. You want dedicated pages for the services you sell and the situations that create demand.
High-intent pages for this industry typically include:
- Air duct cleaning (whole-home supply + return, what’s included)
- Dryer vent cleaning (fire risk, drying time, lint blockage signs)
- HVAC coil cleaning (reduced efficiency, system strain, odor sources)
- Sanitizing and deodorizing (what products you use, when it’s appropriate)
- Move-in / move-out duct cleaning (dust from vacancy, previous pets, odors)
- Post-construction duct cleaning (drywall dust, debris control, filter protection)
Each page should answer the questions people (and AI) are trying to resolve:
- What symptoms indicate this service is needed?
- What does the technician do step-by-step?
- How long does it usually take?
- What’s included vs. add-ons?
- What impacts price (number of vents, system size, access, level of buildup)?
- Do you provide video inspection or before/after proof?
- What areas do you serve?
Add real-world credibility where it belongs. If the average home generates around 40 lbs of dust per year, explain what that means in human terms (dust recirculates; returns pull it in; filters help but don’t catch everything). If ducts are generally cleaned every 3–5 years, say so—then explain when it may be sooner (remodeling, smokers, pets, moisture events).
Reviews that bring the right leads (not just “Great service!”)
Star ratings matter, but review content is what helps you show up for the specific jobs you want. In duct cleaning, you want reviews that mention:
- “dryer vent cleaning” (and the outcome: faster drying, less heat buildup)
- “before/after photos” or “video inspection”
- “flat-rate price matched the quote”
- “musty smell is gone” or “airflow improved upstairs”
- “NADCA certified” (if true)
A simple way to guide this without being pushy is to request reviews right after you’ve shown the homeowner proof (photos/video). Ask a question in your text like:
“If you have a minute, could you mention what we cleaned today (ducts, dryer vent, coils) and whether the before/after photos helped? That detail really helps other homeowners know what to expect.”
Those specifics help SEO (ranking for service keywords) and AEO (giving AI verifiable reasons to recommend you).
Seasonal demand: align your marketing with when people care
Air duct cleaning has strong seasonal triggers. If your content and listings don’t reflect them, you miss the wave.
Seasonal angles to build into pages, posts, and Google updates:
- Spring allergy season: dust and pollen sensitivity, filter changes, return buildup
- Post-construction / remodeling: drywall dust, debris, “white dust everywhere”
- Move-in deep cleans: odors from previous owners, pet dander, neglected systems
- Pre-winter / pre-summer HVAC ramp-up: airflow complaints, efficiency concerns
You don’t need gimmicks—just align your service pages and FAQs with what people are already typing and asking.
A simple action plan that improves both SEO and AEO (without a marketing team)
In the next 7 days (1–2 hours)
- Update your Google Business Profile services: list duct cleaning, dryer vent cleaning, HVAC coil cleaning, sanitizing/deodorizing (only if offered).
- Add proof photos: upload 10 recent before/after shots and 1–2 short video clips (inspection highlights).
- Request 5 detailed reviews from the last two weeks using a text template that prompts service specifics.
In the next 30 days (half-day project)
- Create or rebuild one “money page” (often dryer vent cleaning or full duct cleaning) with: pricing explanation, process steps, and proof.
- Add an FAQ block to that page with at least 8 questions you hear weekly (pricing, mess, time, how often, what’s included).
- Clean up your listings: make sure your name/phone/hours match across Google, Facebook, Yelp, and the directories that rank for your brand name.
In the next 90 days (compounding wins)
- Publish two “problem” articles that match real searches, such as:
- “Why does my house smell musty when the AC turns on?”
- “Why are clothes taking forever to dry even after cleaning the lint trap?”
- Build a repeatable photo + review system so every job produces proof (and proof produces reviews).
- Create city/area pages only where you actually dispatch technicians—don’t spam a dozen towns you barely serve.
If you want to monitor whether your company is being cited across AI platforms—and what to fix when you’re not—Pantora can track visibility and surface clear next steps.
How to tell if AI answers are already impacting your leads
You don’t need perfect analytics to spot AEO in the wild. Look for these patterns:
- Callers say: “ChatGPT told me to ask if you do video inspection,” or “Google’s AI said you’re NADCA certified.”
- Your website traffic dips slightly, but calls stay steady (AI can reduce clicks).
- Prospects come in pre-educated and ask “what’s included in the flat rate?” because AI summarized the decision factors.
- You’re losing jobs to companies with clearer online proof, even if you have better technicians.
If you want a broader view of why visibility is shifting, this is a useful companion read: How Google AI Overviews impact local businesses.
If you’re not showing up, fix these common gaps first
Most “we’re not ranking” problems in air duct cleaning come down to a few issues:
- You look like a general HVAC company online (or your services are buried), so you don’t match “duct cleaning” searches.
- Your pricing story is vague, which makes both homeowners and AI distrust you in a bait-and-switch category.
- You don’t show proof (no before/after, no inspection media, no certifications visible).
- Your service area is inconsistent between your website and Google Business Profile.
- Your reviews lack job detail, so you don’t get associated with dryer vents, coils, or deodorizing.
Pick one profitable service you want more of (many companies choose dryer vent cleaning because it’s urgent and easy to understand), build a page that explains it clearly, then collect 10 reviews over the next month that mention that exact service and outcome. That combination alone often moves the needle in both search rankings and AI recommendations.
When you treat SEO as “getting found” and AEO as “getting chosen,” your marketing becomes simpler: be clear about what you do, back it up with proof, and make your online presence consistent. In an industry where trust is the product, the businesses that document their work and communicate transparently will get more of the best calls.