Report, September 2026
What Google sees when it looks at 2,491 dealer websites.
We read the public pages of 2,491 single-location dealers across 13 trades in the United States, the way a visitor and a basic crawler can, without running scripts: the home page, the contact, product, service and financing pages, and the sitemap. No accounts, no logins, only what any visitor and any search engine can see. This is what we found.
The numbers
Seven findings, 2,491 sites
| What we checked | Dealers that have it | Why it matters |
|---|---|---|
| A Spanish page | 3% | Spanish-speaking households search in Spanish and land on whoever has one. |
| Product data Google Shopping can read | 5% | 51 of the 967 dealers in product categories. Without it, units cannot appear in free product listings when someone nearby searches with a price. |
| Service or business details Google can read | 51% | Google cannot tie repair and install pages to the towns served, so near-me searches outside the home city go elsewhere. |
| A link to their own Google Business Profile | 16% | 59% have a Google map on the site, and 16% link their own Business Profile in a form our crawler recognizes. The method note explains why 16% is a floor and not a verified count. |
| Financing mentioned anywhere | 77% | The competitors who outrank them lead with a monthly payment. |
| A page for each town served | 39% | Without town pages, ranking stops at the city limits. |
Counts by category: HVAC 938, spa 449, roofing 197, powersports and marine 173, generators 124, saunas 107, garage doors 105, windows 93, and 305 more across cabinets, flooring, plumbing, outdoor power and appliances, which are in the totals without percentage rows of their own. Sites that did not load were excluded.
Two findings are not in the table because they have not been recomputed on this roster: 44% of home pages loaded more than 40 scripts, and 98% were mobile-ready, 98% on HTTPS and 96% carried a contact form. Both come from the 1,814-site read of September 5.
What it means
The showroom is strong. The search presence is not.
Almost every dealer here has a live, mobile-ready, secure website with a contact form. On the September 5 read of 1,814 sites, 98% were mobile-ready, 98% were on HTTPS and 96% had a contact form. The gaps are the things a customer never sees and Google reads first: structured business and product data, a link between the site and the map listing, a page in the language a third of some markets search in. None of it requires a new website. Each one is a fix of a day or two on the site the dealer already has.
Method
How we read the sites
For each dealer we fetched the home page and up to seven linked pages plus the sitemap, parsed the structured data (JSON-LD and microdata) instead of matching text, and looked for Google map and Business Profile links in every form Google accepts, Spanish pages by language tags and navigation, financing by the terms lenders use, and forms including embedded booking widgets. Dealers came from the manufacturers' public dealer locators; chains with five or more locations and big-box stores were excluded. The Business Profile check was tightened on September 7, 2026 to count only links our crawler recognizes as the dealer's own profile, and the share of dealers who show a Google map without such a link is reported separately. That recognition is a pattern match over the page, not a verified link: it misses place-specific Maps links that do point at the dealer's own listing, so 16% is a floor and the true share is higher. A link-level detector that resolves short links and verifies the destination is being built, and every figure will be recomputed on a deduplicated roster when it ships. Every figure above was recomputed on the roster as of September 7, which grew from 1,814 sites to 2,491 with the additions of September 6 and 7. Findings are generated by this tool, not re-verified claim by claim at send time. The tool was validated by hand against a sample of 30 dealers and 90 claims, roughly a quarter of the claims were wrong, the tool was rewritten and re-run across the full list, and the numbers above come from that rewritten tool.
Conecta Media LLC, 1449 S Michigan Ave #13448, Chicago, IL 60605. Questions about the method or a correction for your dealership: [email protected].