Prospect Audit — Homets Air & Heat

01 — EXECUTIVE SUMMARY

Ambitious content engine. Leaky foundation.

Homets Air & Heat has built what is, on paper, one of the most ambitious programmatic SEO deployments in Long Island HVAC — 1,703 indexable URLs spanning 50+ city-level service pages, brand authority hubs ("Best Furnace Brands 2026"), and head-to-head comparison pages (Carrier vs Trane, Lennox vs Carrier, etc.). The strategy is sound and the investment is clearly significant.

But the foundation under that content machine is cracked in places that quietly bleed ranking equity and conversions: the entire site is a client-rendered React SPA with titles and meta tags injected post-load, the brand is referenced as three different names across pages, phone numbers diverge between the homepage and city pages (a NAP consistency failure that Google's local algorithm punishes), and the 1,700-page content library shows classic signs of template-driven thin content.

The good news: none of these are existential — they're stabilization problems on top of a strong strategic foundation. A targeted 60–90 day engagement to fix the rendering layer, NAP, and brand consistency would meaningfully increase the ROI on the content already in place.

02 — SCORECARD

Overall Grade: 61/100 · C-

OUT OF 100

Strategic Vision, Tactical Gaps

Homets has ambition most HVAC companies never reach — they've invested in authority content, programmatic city coverage, and forward-looking infrastructure (llms.txt, ServiceTitan booking, Google Consent Mode v2). But the execution layer has systemic issues that undercut the investment. Every point below 80 here represents recoverable ranking + conversion equity already paid for.

Technical SEO

11/20

On-Page SEO

14/20

Local SEO

12/20

Content & Keyword

14/20

Authority

10/20

03 — TOP FINDINGS

Five issues worth fixing first.

1. Entire site is a client-rendered React SPA

Critical

The HTML delivered to any crawler that isn't Googlebot is a near-empty 3KB shell — no title, no meta description, no H1, no content. Every title and meta tag is injected by React Helmet after JavaScript executes in the browser.

curl -A "Mozilla/5.0" https://hometsair.com/ → 3,045 bytes, no <title>, no content. Comment in source: "Title, meta description, and OG tags are set dynamically by React Helmet/SEOHead"

Google can usually render JavaScript, but (1) it's on a slower rendering budget, (2) Bing and most AI crawlers (Perplexity, ChatGPT) render poorly or not at all, and (3) social preview scrapers (Facebook, LinkedIn, iMessage, Slack) fall back to generic OG tags — the homepage's per-page OG images won't render on shares.

What BND would do Add server-side rendering (SSR) or static pre-rendering for the top 200 highest-value pages — homepage, service pages, top 50 city pages, top brand comparison pages. We'd use the existing React codebase, no rewrite required. Expected impact: faster indexing of new pages, better social share previews, and visibility in AI search surfaces (Perplexity, ChatGPT, Google AI Overviews) where SPAs currently underperform.

2. NAP (Name · Address · Phone) inconsistent across pages

Critical for Local SEO

The homepage and About page show phone (516) 345-3911. The Hempstead city page shows (516) 259-1191. The brand is referenced as "Homets," "Homets Air and Heat," and "Home+s Air & Heat" — sometimes on the same page.

Homepage title: "HVAC Services Long Island | AC Repair & Mini Split Installation..."
About title: "About Home+s Air & Heat: HVAC Services in Nassau County"
Hempstead meta description: "...Call (516) 259-1191."
Homepage meta description: "...Call (516) 345-3911"

Google's local algorithm uses NAP consistency as a core trust signal. Divergent phone numbers across site pages — before we even look at citations on third-party directories — dilute local ranking strength and can cause Google Business Profile verification issues.

What BND would do Full NAP audit across the 1,703 on-site pages + top 40 citation sources (Yelp, Angi, HomeAdvisor, BBB, Apple Maps, Bing Places, Yellow Pages). Lock the canonical brand name, phone, and address. Deploy a single source of truth component so the next city page doesn't drift.

3. Programmatic city pages use near-identical templates

High

Spot-checking AC Installation pages for Hempstead and Garden City shows identical H2 structures in identical order — "Common HVAC Challenges in [City]," "Why [City] Homeowners Choose Us," "Summer Cooling Tips for [City] Homeowners," etc. 50+ city pages per service × multiple services = significant thin-content risk.

Hempstead H2s: Common HVAC Challenges · Why Homeowners Choose Us · Serving Your Neighborhood · Summer Cooling Tips · FAQs · Nearby Cities...
Garden City H2s: Common HVAC Challenges · Why Homeowners Choose Us · Serving Your Neighborhood · Summer Cooling Tips · FAQs · Nearby Cities...

Google's helpful content system and Q2 2025 spam updates specifically target templated programmatic content. The 1,703-URL scale that looks like a strength today is also the surface area of a future algorithmic hit.

What BND would do De-template the top 50 city pages with genuinely local data — real neighborhood names, local climate specifics, local permit requirements, ZIP-level service details, municipal code references. Our home-service SEO playbook calls this the "850–1,750 word local + nerdy data in FAQs" pattern. The other 1,650 pages get a lighter differentiation pass.

4. Weak structured data deployment

High

Only one JSON-LD block detected on the homepage. For an HVAC contractor with 50+ service area pages, 13+ service pages, and 25+ brand comparison pages, we'd expect LocalBusiness + Service + FAQPage + AggregateRating schema deployed across the site, plus BreadcrumbList on deep pages.

Source check: single "application/ld+json" occurrence in homepage rendered HTML. No visible schema on /about, /ac-installation-hempstead, or /best-furnace-brands sampled.

Rich schema is table stakes for HVAC local pack visibility and increasingly important for AI-generated answers that cite structured data over prose.

What BND would do Deploy JSON-LD via a central component: LocalBusiness (with proper NAP + hours + service area polygon) site-wide, Service schema on each service page, FAQPage for the FAQ sections that already exist, BreadcrumbList site-wide, AggregateRating pulled from Google Business Profile reviews. Two-week project.

5. Experience and credentials claims don't reconcile

Medium (E-E-A-T)

The About page says "7+ years experience." The llms.txt says technicians have "up to 35 years of field experience." Both can be true (company age vs. tech tenure), but the gap reads as inconsistent to a careful prospect or a Google quality rater.

about page meta: "EPA-certified technicians, 7+ years experience" · llms.txt: "NATE-certified technicians have up to 35 years of field experience"

E-E-A-T signals are weighted heavily in YMYL-adjacent verticals (home services affects household budget + safety). Reconciling the story tightens trust in both directions.

What BND would do Rewrite the About page around a coherent credibility story: company founded [X], lead tech has [Y] years, team certifications, actual named technicians with photos (the #1 lift we see on HVAC About pages). Part of our standard onboarding content review.

04 — QUICK WINS

Inside 30 days.

Fix	Effort	Expected Impact
Lock single phone number sitewide	~4 hrs	Local ranking lift in 2–4 weeks
Standardize brand name ("Home+s" vs "Homets")	~6 hrs	Cleaner brand search, trust signal
Deploy LocalBusiness + Service JSON-LD sitewide	~16 hrs	Rich results eligibility
Add static fallback <title> and meta to index.html	~2 hrs	Social shares + non-Googlebot crawlers
About page rewrite — unified credibility story	~8 hrs	Bounce rate, conversion lift
Top 10 city pages — localized content injection	~20 hrs	Competitive moat vs. template risk

05 — STRATEGIC OPPORTUNITIES

The 90-day unlock.

SSR / prerender the top 200 pages

Foundation

The single biggest compounding fix. Every other SEO investment Homets makes — content, links, schema — gets a bigger return once crawlers see real HTML. This is a 2–3 week engineering project on top of the existing React stack (Vite + React Router based on asset filenames).

Brand-comparison pages are a link magnet Homets isn't working

Content Distribution

Homets has already written the hard content — "Carrier vs Trane," "Mitsubishi vs Daikin," 20+ head-to-head pages. This content wins backlinks when actively pitched to HVAC forums, Reddit (r/hvacadvice has 400k+ members), homeowner blogs, and industry newsletters. No visible outreach program today.

AI Overview and Perplexity capture

Emerging Channel

Homets' llms.txt deployment shows they're thinking about AI search — but the SPA rendering caps the ceiling. Fixing render + adding entity schema puts the brand-ranking content in contention for AI-generated answers, where HVAC buyers increasingly start research. BND tracks AI Overview visibility as part of monthly reporting.

06 — TRANSPARENCY

What this audit could not measure.

Prospect audits are external-only — no access to Google Search Console, GA4, or Google Business Profile back-end. Limitations of this report:

PageSpeed Insights API quota was exhausted during this audit window — CWV assessment is qualitative (SPA architecture strongly suggests LCP/INP challenges on mobile; a follow-up pull will confirm).
Organic ranking counts, keyword-level positions, and backlink profile require a paid tool pull (DataForSEO / SEMrush) — happy to run and attach as an addendum.
Google Business Profile review count, category, and photo recency not externally verifiable without the prospect's permission.
Conversion rate and call-tracking data are impossible to assess externally; we infer based on CTA placement and UX patterns observed.

07 — RECOMMENDED NEXT STEPS

How BND would engage.

Discovery Call

45 min. Walk through this report live, get Homets' current goals + constraints, identify the one metric they care most about moving.

Foundation Sprint

60 days. SSR / prerender, NAP lockdown, schema rollout, top-10 city page de-templating, About page rewrite. Fixed scope.

Ongoing Retainer

Monthly content production + outreach on the brand-comparison content, programmatic content quality pass, AI search visibility tracking, monthly reporting.

PROPOSAL — CUSTOMIZED FOR HOMETS AIR & HEAT

A partnership built around what you actually need.

Based on our conversation, you're already investing in the right channels — you're just paying four separate vendors who don't talk to each other. Our Compass package consolidates Website maintenance, SEO, Google Ads, and GoHighLevel automation under one roof, with ServiceTitan as the source of truth. Tailored to your situation, you wouldn't be replacing what's working — you'd be unifying it.

P1 — THE MATH

Your marketing stack today vs. with BND.

Line Item	Today	With BND	Notes
SEO agency (Thrive / YellowPages)	$2,100/mo	Included	Replaced
GoHighLevel Agency subscription	$400/mo	Included*	*If migrated under our account
Google Ads management (self-managed today)	$0 mgmt	Included	Your ~$270/day ad spend stays yours
Attribution & call tracking (WhatConverts)	—	Included	Second layer on top of ServiceTitan
ServiceTitan ↔ GHL ↔ Google Ads integration	—	Included	Leverages your existing ST API
GBP optimization + 1 new location/month	—	Included	You handle the physical office
Reputation management (review automation)	—	Included	Feeds your LSA-readiness goal
Total monthly	$2,500/mo	$2,500/mo	Same spend — unified team

Compass is ideal for $1–2M revenue operators. You're already at or above that threshold — so everything below is what you'd get, plus the exact customizations we discussed on our call.

P2 — WHAT'S IN COMPASS · $2,500/MO

Tailored to Homets.

A. Website — Kept on Your Stack

You built a 1,703-page React + Cloudflare site using Lovable and Cursor. We're not moving it. We optimize what's there.

Static fallback <title> + meta per-route (fixes the SPA rendering issue)
Site-wide JSON-LD rollout (LocalBusiness, Service, FAQPage, BreadcrumbList)
Template de-duplication pass on top 50 city pages
NAP + brand name lockdown (single source of truth component)
Monthly page-speed + technical monitoring

Note: we typically build a custom WordPress site in Compass. Since we're keeping yours, that build capacity shifts into the above — more value on your existing asset.

B. Local + Organic SEO

Replaces your current $2,100/mo Thrive retainer. Actually equipped for your React stack.

GBP optimization + onboarding of up to 1 new location/month (you handle the office)
Local citations + NAP consistency across Yelp, Angi, BBB, Apple Maps, Bing Places
Monthly keyword rank tracking + reporting
On-page optimization of your existing 1,703 pages
Review automation via GHL (feeds your LSA-readiness timeline)

C. Google Ads Management

You're running ~$270/day (~$8.1K/mo) yourself. Let us take the wheel.

Full Google Search management (branded + non-branded)
Granular Theme Ad Group methodology (Exact + Phrase pairing)
Conversion tracking: WhatConverts → GHL → ServiceTitan round-trip
Negative keyword mining
LSA (Google Guaranteed) standby — activated when review threshold hits
Ad spend is separate — stays in your account, we manage toward ROAS

D. GoHighLevel Buildout

You own the account — we build and maintain it. No lock-in.

Full pipeline + contact management setup
ServiceTitan ↔ GHL ↔ Google Ads API integration (your ST API access makes this fast)
Post-service tune-up automations + seasonal campaigns
Database reactivation sequence for dormant customers
Estimate follow-up pipeline ($1K+ estimates auto-routed, 2–3 reminder messages)
Monthly promotional email/SMS calendar
2-way text, call tracking, SMS-enabled number, social post scheduling

P3 — SPECIFIC TO YOUR SITUATION

Things we talked through.

You keep ownership of GoHighLevel.

You said you've scaled businesses to $10M and you want control over the asset. That's in our contract — you own your account. If you want to consolidate it under our sub-account for a cost break on the $400/mo subscription, we can. If you want to keep your own agency license and just have us build in it, that's equally fine. Your call.

We're not pushing the ghost-office play at the expense of rent.

You flagged NY office rent as a constraint ($200+/mo for 200 sq ft). On our call we discussed your home address as a candidate for a second GBP — that's a legitimate route with proper yard signage and Google approval, and it works. We'll plan the 12-month GBP expansion roadmap around what's actually feasible given your cost tolerance — not a generic playbook.

LSA is a 2026 Q3 target, not a day-one deliverable.

You can't run LSA without enough reviews — you already know this. The review automation work in Month 1 is what gets you LSA-eligible faster. Once we hit threshold (typically 15+ reviews with 4.5+ rating), we flip on LSA at no additional fee.

Facebook Ads + YouTube — optional add-ons.

Your FB Ads are running with another vendor. We can take over at no additional charge inside Compass if you want to consolidate — or leave them where they are. YouTube for HVAC installs is working for some operators right now; we'd spec a separate video-production budget (local freelancer ~$1.5–3K) before we talk media spend. Not included in the base $2,500.

AI-first approach matches how you already operate.

You built your site in Lovable and Cursor — you think in AI workflows. Our team uses Claude Code, automated audit pipelines, and n8n for every client. We'll fit your operating style, not fight it.

P4 — THE UPGRADE PATH

If we do this right, Compass isn't forever.

Compass fits $1–2M operators. As you scale past $2M (our goal inside 12 months, based on the ad spend and organic footprint you already have), we'd move you to Timberline — more content, real backlink velocity, deeper market expansion. No lock-in, no upgrade pressure — just a clear path when the business is ready.

Tier	Ideal Revenue	Monthly	Key Additions
Compass · Start Here	$1–2M	$2,500/mo	Site optimization, starter SEO, Google Ads + LSA mgmt, GHL, reputation
Timberline · Year 2	$2–7.5M	$4,750/mo	+ 10K words/mo content, backlinks, technical SEO, quarterly strategy
Polaris · Domination	$7.5M+	$9,500/mo	+ Multi-market SEO, MapBoost.AI, monthly strategy, aggressive link velocity

P5 — FIRST 30 DAYS

What happens in Month 1.

Onboard

Agreement signed, access granted (Ads, ST, GA4, GSC, GHL, Cloudflare), kickoff call, 90-day goals locked.

Stabilize

NAP lockdown, brand name unification, static meta fallback deployed, first schema batch live.

Wire Up

ServiceTitan ↔ GHL ↔ WhatConverts integration live. Conversion tracking verified end-to-end.

Execute

Google Ads takeover complete, first review automation sequence live, GBP audit + location-2 plan finalized, Month 1 report delivered.

P6 — TERMS

Simple and reversible.

Month-to-month. 30-day written notice to cancel. No long-term contract.
You own everything. GHL, website, ads accounts, GBPs, tracking numbers, content — all in your name.
Ad spend is separate. Your ~$8,100/mo Google Ads spend stays on your card.
Onboarding fee: $0. No setup fee for Compass.
Billing starts on onboarding date — not the signature date. You get a clean Month 1.

Ready to talk next steps?

If Compass fits, we can get the agreement over today and have you onboarded next week. If you want to see a written scope document or a specific carve-out, just say the word.

Accept Proposal · josh@bearnorthdigital.com Call Josh · (218) 216-8692