Case Study: HVAC Company
When using AI search, the AI doesn’t crawl websites like traditional search engines. Instead, it pulls data from search engines, directories, and social media to create a potential site list. However, the final selection boils down to content gaps. The filtering process identifies websites with strong metadata, well-structured content, and fewer missing key elements. Businesses that cover more critical content areas are more likely to appear in the final AI-curated list, even if in Google rankings they are lower than their competitors.
If you're an HVAC company, and your competitor covers all key content areas while you don’t, AI search may prefer them over you – even if you rank higher in Google.
| # | Gap Category | Description |
|---|---|---|
| 1 | Service Offerings | Missing key HVAC services like repair, installation, or maintenance. |
| 2 | Location Relevance | Lack of clear city/region mentions or service areas. |
| 3 | Ratings & Reviews | No visible customer reviews or low ratings. |
| 4 | Keyword Optimization | Weak usage of relevant HVAC keywords. |
| 5 | Contact Information | Hard-to-find phone number, email, or address. |
| 6 | Clear Value Proposition | No standout reason why customers should choose them. |
| 7 | Certifications & Licenses | Missing proof of licensing, bonding, or insurance. |
| 8 | Pricing Transparency | No pricing info or estimates for common services. |
| 9 | Promotions & Financing | Lack of special offers, discounts, or financing details. |
| 10 | Trust Signals | No affiliations, warranties, or guarantees mentioned. |
| 11 | Call-to-Action (CTA) | Weak or missing CTAs like “Schedule Now” or “Get a Quote.” |
| 12 | Mobile-Friendliness | Poor mobile site experience. |
| 13 | Loading Speed | Slow website performance affecting usability. |
| 14 | Service Area Clarity | No service map or list of covered cities/towns. |
| 15 | Unique Selling Points (USPs) | No differentiation from competitors. |
| 16 | Social Proof | No testimonials, case studies, or before/after results. |
| 17 | Blog/Resources | No helpful content answering customer questions. |
| 18 | Emergency Services Info | No mention of 24/7 availability if offered. |
| 19 | Booking Convenience | No online booking or contact forms. |
| 20 | Social Media Presence | No links to active social media profiles. |
Illustration of the Realtime Think Process and Prioritization Based on Content Gaps
A visual representation of how unique content elements boost site prioritization.
Service Offer
Repair, install & maintain
Location
Clear service areas
Ratings
Trusted reviews
SEO
Optimized keywords
Contact
Easy reach
Value
Why choose us
Certifications
Licensed pros
Pricing
Transparent costs
Promos
Special offers
Trust
Warranties
CTAs
Get in touch
Mobile
Responsive design
Speed
Fast load
Service Map
Area details
USPs
Unique benefits
Social Proof
Customer reviews
Blog
Expert advice
Emergency
24/7 support
Booking
Online booking
Social Media
Active profiles