Key figures
- searches for “chauffagiste” per month in France
- 90,500
- searches for “chauffagiste” per month in France
- Google reviews for the median listing
- 46
- Google reviews for the median listing
- Study average: 27
- median score of the 59 sites analysed, out of 100
- 81
- median score of the 59 sites analysed, out of 100
- Study average: 71
How customers search for a heating engineer
“Chauffagiste” is typed 90,500 times a month in France, while the 7 major cities surveyed together account for only 4,160 searches with their name (1,000 for “chauffagiste paris”, 720 for “chauffagiste lille”). Customers type the word alone, often in a hurry and from their phone: Google answers with the nearest listings. These volumes are yearly averages, and breakdown demand is concentrated in the cold months.
An ad click stays affordable on the word alone (€1.92 on average) and rises to €4.73 for “chauffagiste paris”. Organic search, on the other hand, is not paid per click: a place won on Google works all winter, with no bill.
| Google search | Searches / month | Cost per ad click |
|---|---|---|
| chauffagiste | 90,500 | €1.92 |
| chauffagiste paris | 1,000 | €4.73 |
| chauffagiste lyon | 480 | €1.93 |
| chauffagiste marseille | 390 | €3.55 |
| chauffagiste toulouse | 590 | €2.41 |
| chauffagiste bordeaux | 590 | €2.75 |
| chauffagiste nantes | 390 | €1.85 |
| chauffagiste lille | 720 | €2.37 |
| chauffagiste près de moi | 30 | n/a |
| site internet chauffagiste | 10 | n/a |
What Google shows for “chauffagiste paris”
Survey of 18 October 2026: the Google Maps card block (local pack) takes the top of the page. Below these blocks, the first 4 standard results visible are: houzz.fr (directory), business website, hellowatt.fr (directory), mesdepanneurs.fr (platform).
- Google Maps local pack
- 1houzz.frdirectory
- 2—business website
- 3hellowatt.frdirectory
- 4mesdepanneurs.frplatform
What we measured on 59 heating engineer websites
We collected the top 80 Google Maps listings for “chauffagiste” in Lille and Paris, then ran each of the 59 websites belonging to these businesses through our free analysis. 14% of listings show no website at all and 4% only link to a platform (pagesjaunes.fr, wixsite.com, facebook.com).
75% of heating engineer websites have no FAQ on the home page
Share of sites failing the check, compared with the average across the study’s 24 trades and 7 cities.
Have no FAQ on the home page: 75% ; Have no llms.txt file: 73% ; Do not describe the business in structured data: 49% ; Have no enquiry form on the home page: 49% ; Do not have a page title of 25 to 65 characters: 42% ; Do not have a meta description of 70 to 165 characters: 37% ; Do not have a single H1 saying what the business sells: 34% ; Have fewer than 10 internal links on the home page: 29% ; Have fewer than 400 words on the home page: 27% ; Have no share preview (Open Graph): 24% ; Have no clickable phone number or WhatsApp on the home page: 24% ; Do not declare a canonical URL: 20% ; Do not publish a sitemap: 17% ; Leave more than 20% of their images without a description: 7% ; Are not on HTTPS: 5% ; Are not mobile-friendly (no viewport tag): 3% ; Do not declare their language: 3% ; Block at least one AI assistant in their robots.txt: 0% ; Block Google in their robots.txt: 0%.
| Check | Heating engineers | Study average |
|---|---|---|
| Have no FAQ on the home page | 75% | 81% |
| Have no llms.txt file | 73% | 80% |
| Do not describe the business in structured data | 49% | 55% |
| Have no enquiry form on the home page | 49% | 48% |
| Do not have a page title of 25 to 65 characters | 42% | 41% |
| Do not have a meta description of 70 to 165 characters | 37% | 50% |
| Do not have a single H1 saying what the business sells | 34% | 45% |
| Have fewer than 10 internal links on the home page | 29% | 26% |
| Have fewer than 400 words on the home page | 27% | 40% |
| Have no share preview (Open Graph) | 24% | 28% |
| Have no clickable phone number or WhatsApp on the home page | 24% | 39% |
| Do not declare a canonical URL | 20% | 21% |
| Do not publish a sitemap | 17% | 18% |
| Leave more than 20% of their images without a description | 7% | 21% |
| Are not on HTTPS | 5% | 4% |
| Are not mobile-friendly (no viewport tag) | 3% | 5% |
| Do not declare their language | 3% | 6% |
| Block at least one AI assistant in their robots.txt | 0% | 2% |
| Block Google in their robots.txt | 0% | 1% |
Source: FindMyCompany scanner, 59 sites scanned on 18 October 2026.Read the method
| City | Maps listings | Sites analysed | Median score | Reviews (median) |
|---|---|---|---|---|
| Lille | 40 | 27 | 75 | 41 |
| Paris | 40 | 32 | 83 | 48 |
The mistakes that cost heating engineers customers
A page title that does not name the trade
42% of heating engineers’ sites have no usable page title and 37% have no description usable in the results. Heating engineers fail about as often as the average of all trades on the title. Yet it is the line customers read in Google before choosing.
A home page too thin to answer seasonal questions
27% of the sites have fewer than 400 words on the home page: they fail this less often than the study average. No way to explain the equipment installed, the brands serviced, the area and the call-out time.
Nothing readable for Google and AI assistants
49% of the sites do not describe the business in structured data and 75% have no frequently asked questions (on FAQs they fail less often than the average). These short answers are exactly what AI reuses for “chaudière en panne que faire” (boiler broken down, what to do).
Priority actions
Complete the Google Business Profile before winter
Primary category “Heating contractor”, real secondary categories, service area, exact call-out hours, photos of recent installations. A post in the autumn reminds customers that you take on servicing.One page per type of equipment
Gas boilers, heat pumps, wood stoves or boilers, air conditioning if you do it: what you install, what you service, the brands you work with.A servicing page with a reminder
What the visit includes, the area covered, and a short form to be contacted again on time. This is the customer who comes back every year.Show your qualifications, if you have them
In France, RGE or a manufacturer qualification for example: exact name, field covered, verification link. Nothing other than what you really hold.Answer the seasonal questions
Five frequently asked questions on the home page (noise, loss of pressure, call-out time, replacement), with short, true answers.
Frequently asked questions
How can I make the most of the winter peak without paying for ads?
By preparing for it in the autumn: a complete Google Business Profile, accurate call-out hours, recent reviews, an emergency page with a tappable number. When demand arrives, Google ranks those who are already ready.
Should I talk about renovation grants on my website?
Only accurately and with a date, with a link to the official source, and only for the work you carry out. Out-of-date information on grants loses more trust than it earns.
Are energy comparison sites competitors?
On Google, yes, for the place at the top of the page. On the ground, they refer customers to installers. Your website must say what they do not: who comes, to which area, within what time.
Method
Google Maps results (up to 100 listings) for the trade’s search query, centred on the city, collected via OpenSEO on 18/10/2026. Free website analysis (lib/audit.js): home page, robots.txt, sitemap.xml, llms.txt. No paid tools. Listings without a website, platform pages (Doctolib, Planity, Facebook, Instagram, Google Sites…) and network pages appearing 3 times or more: counted in the listings, not in the sites analysed. The score out of 100 is the tool’s own, which also counts server response time (4 points out of 100). Server response times are not published: they were measured from outside France and do not reflect what a visitor in France sees. No business name or website address is published: only aggregated statistics.
Search volumes: Average monthly search volumes on Google, France, French language, Google Ads data via OpenSEO (DataForSEO). CPC = estimated average cost of an ad click, in euros.
The data covers businesses in France (websites and Google Maps listings in French cities), and searches and volumes are from Google France.