McKinnon Heating
Executive Summary
McKinnon Heating has a solid foundation — 214 Google reviews, a 4.4-star rating, and an established presence in Melbourne. Your main gaps are Map Pack visibility and keyword rankings — this is where competitors are gaining ground.
Your score of 14 indicates significant gaps in your online presence. Competitors are capturing the customers who should be finding you.
What You're Doing Well
Strengths to build on — these are already working for your business
214 Google reviews — solid social proof that builds customer trust
Map Pack Visibility
Where you appear when customers search Google Maps
| Search Term | Your Position | #1 Ranking Business | Rating | Reviews |
|---|---|---|---|---|
| air conditioning contractor Melbourne | Not found | Rapid Cold Airconditioning Pty Ltd | 4.9 | 272 |
| air conditioning repair Melbourne | Not found | Reliance Heating and Cooling | 4.8 | 46 |
| heating contractor Melbourne | Not found | HomeFirst Services | 4 | 256 |
| HVAC contractor Melbourne | Not found | Reliance Heating and Cooling | 4.8 | 46 |
| air conditioning service Melbourne | Not found | Reliance Heating and Cooling | 4.8 | 46 |
Keyword Rankings
What customers are searching for — and whether they find you
| Keyword | Monthly Searches | CPC | Your Position |
|---|---|---|---|
| air conditioning contractor Melbourne | 10 | No paid competition | Not ranking |
| air conditioning repair Melbourne | 590 | $18.28 | Not ranking |
| heating contractor Melbourne | <10 | No paid competition | Not ranking |
| HVAC contractor Melbourne | 50 | No paid competition | Not ranking |
| air conditioning service Melbourne | 1,600 | $19.57 | Not ranking |
Google Business Profile
How complete and optimized your GBP listing is
GBP listing is NOT claimed
Only 4 photos on GBP (top competitors have 50-100+)
Business hours not set on GBP
No online booking URL set on GBP
Photo count (4) is well below competitor average (45)
| Business | Rating | Reviews | Photos | Claimed | Booking |
|---|---|---|---|---|---|
| McKinnon Heating (You) | 4.4 | 214 | 4 | ||
| Air Elite | 4.9 | 288 | 25 | ||
| Rapid Cold Airconditioning Pty Ltd | 4.9 | 272 | — | ||
| HomeFirst Services | 4 | 256 | 141 | ||
| Thermochill Heating Cooling & Plumbing PTY LTD | 4.9 | 214 | 36 | ||
| Aqueduct Heating Services | 4.9 | 125 | 27 |
Technical Health
Site speed, schema markup, and SEO fundamentals
Desktop view
Mobile view
Your page title doesn't mention “Melbourne” — this weakens local search relevance
Your page takes 17.5 seconds to display main content — visitors on phones may leave before it finishes loading for good Core Web Vitals
No schema markup (JSON-LD) detected on the page
Your site doesn’t tell Google you’re an HVAC business in a machine-readable format (missing: LocalBusiness, HomeAndConstructionBusiness, HVACBusiness, FAQPage, Service, Organization)
Missing Open Graph tags (og:title, og:image)
No H1 tag found on the page
Priority Issues
The most impactful things to fix right now
GBP listing is NOT claimed
Only 4 photos on GBP (top competitors have 50-100+)
Business hours not set on GBP
No online booking URL set on GBP
Photo count (4) is well below competitor average (45)
Google Business Profile not found or not claimed
Your page takes 17.5 seconds to display main content — visitors on phones may leave before it finishes loading for good Core Web Vitals
Competitive Landscape
Key observations from your market
Reliance Heating and Cooling dominates your local market, appearing in the Map Pack for 5 of the keywords we tracked. They are the business to beat.
You and Rapid Cold Airconditioning Pty Ltd are closely matched on reviews (214 vs 272). A targeted review campaign could tip the balance in your favor.
Rapid Cold Airconditioning Pty Ltd responds to 100% of reviews vs your 0%. Google uses response rate as a ranking signal — this gap is costing you visibility.
Competitors average 46 GBP photos vs your 4. More photos (trucks, job sites, team) significantly increase listing engagement.
What This Means for McKinnon Heating
In plain English — what needs attention, how to fix it, and what you'll gain
Customers can’t find you on Google Maps
The problem: When someone in Melbourne searches for HVAC services, your business doesn't appear in the Google Maps results. Right now, Reliance Heating and Cooling shows up across 5 search terms.
The fix: Optimize your Google Business Profile — add more photos, post weekly updates, respond to all reviews, and ensure your categories match what customers search for.
The outcome: The Maps 3-pack gets ~42% of clicks for local searches. Getting into that top 3 for even one more keyword could bring 5-15 new service calls per month.
Not ranking for any of the 5 keywords we checked
The problem: People in Melbourne search Google 2,250 times every month for HVAC services. Your website captures only a fraction of that traffic.
The fix: Create dedicated pages for each service, optimized for what customers search. For example, a page about “air conditioning contractor Melbourne”.
The outcome: Even capturing 3% of missed traffic at 10% conversion means ~7 new customers/month — $3,500/month at $500 avg job value.
Site speed is leaving performance on the table
The problem: Mobile speed score is 52/100. LCP: 17.5s (should be under 2.5s). TTI: 18.2s.
The fix: Optimize images, remove unnecessary scripts, improve server response time.
The outcome: Improved speed typically yields a 15-25% increase in conversions.
GBP is severely incomplete or missing
The problem: GBP listing is NOT claimed. Without a complete GBP, you’re invisible in Maps.
The fix: Claim and verify your GBP. Add hours, categories, photos, contact info.
The outcome: Complete Google profiles get 7x more clicks than incomplete ones.
Missing 6 schema types that help Google understand your business
The problem: Missing: LocalBusiness, HomeAndConstructionBusiness, HVACBusiness, FAQPage.
The fix: Add JSON-LD structured data for LocalBusiness, HVACBusiness, Service, and FAQPage.
The outcome: Schema enables rich results — star ratings, service lists, FAQs in search results increase CTR by 20-30%.
The bottom line
McKinnon Heating has the fundamentals — 214 reviews, a 4.4-star rating, and an established presence in Melbourne. The issues above aren't about your service quality — they're about whether customers can find you online. Fix these, and the calls will follow.
Your Action Plan
Prioritized by effort and impact — start at the top
Areas for Expert Review
Dimensions that benefit from manual analysis beyond automated data
Your site scores 33/100 on mobile performance. A manual review would identify specific form placement, call-to-action, and mobile UX issues that automated tools can’t catch.
You’re not ranking for 5 of 5 tracked keywords. A content audit would identify the specific service pages, location pages, and FAQ content needed to capture that traffic.
Reliance Heating and Cooling appears in 5 of your tracked keywords. A full analysis would reveal their content strategy, review velocity, ad spend, and where you can overtake them.
You have no online booking system — visitors who find you have no guided way to convert. A service-specific lead funnel (repair, install, maintenance, emergency) qualifies prospects by urgency, routes them into the right pipeline, and captures leads 24/7.
These areas require human expertise and are covered in the walkthrough consultation below.
Want help prioritizing the fixes in this report?
We'll walk through the findings with you, confirm what matters most, and outline the next steps for implementation.