Showing up on Google used to be the whole game. Get ranked, get the call. That's still true. But it's not the whole story anymore. A lot of homeowners -- especially younger ones -- skip the search results page entirely now. They ask ChatGPT or Perplexity directly: "who's a good HVAC company near Avon?" They get a name back. Sometimes two or three. They call one of them. If your business isn't set up to show up in those answers, you're not in that conversation at all.