Getting DCIS recommended on ChatGPT
So the whole opportunity is one sentence: you hold 2.0% of the non-branded organic clicks in your category, and every extra 1% is worth about $13,800 a year. Your branded traffic and your Maps enquiries are not part of this and do not change.
Built on your own numbers, all of them now confirmed: an organic enquiry rate of 5% measured in your analytics, an average install job of $3,200 from your published pricing, which you have confirmed is close to your real average, and your own close rate of 40 to 50%, modelled at the conservative end. Section 5 shows the chain in full. Every column is non-branded, and your Maps enquiries sit on top of all of it, unchanged. Your figures Modelled
| Case | Share of the non-branded market | Clicks / yr | Work won / yr | New work / yr |
|---|---|---|---|---|
| Today | 2.0% | 442 | $28,000 | – |
| Conservative | 6% | 1,299 | $83,000 | +$55,000 |
| Mid | 12% | 2,598 | $166,000 | +$138,000 |
| High | 18% | 3,898 | $249,000 | +$221,000 |
The mid case is not a stretch target. It is roughly what each of the three installers AI currently recommends already captures. Ahrefs
Search volumes from Ahrefs, New Zealand, July 2026, across a deduped set of 75 real Canterbury terms. Ahrefs
Before the opportunity, the proof. When someone in Canterbury pulls out their phone and searches for a heat pump service, you now show up in the top three across a large and growing share of the region. This is the Maps work compounding.
| Map search term | Top-3 coverage at kickoff | Top-3 coverage now |
|---|---|---|
| heat pump servicing | 8% | 43% |
| home ventilation system | under 2% | 36% |
| heat pump service | 24% | 47% |
| heat pump repair | 25% | 45% |
| air conditioning service | 28% | 47% |
| heat pump installation | 42% | 49% |
Coverage measured across a fixed 169-point grid of your Canterbury service area, from each term's tracked baseline to the latest scan (August 2026). Google Business Profile under-counts real calls, so these are the floor. Your GBP
We score every brand out of 100 against our AEO Maturity Model: four pillars (Technical, Content, Authority, Measurement), each out of 25. Certified is 80 out of 100, Professional on all four, the standard we build clients to. You are at 45 today, carried by a genuine local reputation and held back by content an AI cannot read.
The detailed findings and how the scoring works are in the appendix.
A heat pump is a considered, quoted purchase in the low thousands. People research it, compare brands, ask what size they need and what it costs to run, then pick two or three installers to quote. They now ask those questions in two places, a search box and an AI chat, and you are absent from both.
| Term | Searches / mo (NZ) | Difficulty | Your rank now |
|---|---|---|---|
| heat pumps christchurch | 400 | 17 | 10 |
| heat pump service christchurch | 250 | 2 | Page 4 |
| heat pump installation christchurch | 200 | 19 | 14 |
| ducted heat pump christchurch | 200 | 16 | 13 |
| heat pump specials christchurch | 200 | low | 9 |
| heat pump servicing christchurch | 200 | low | Not ranking |
| heat pump specialists christchurch | 150 | low | Not ranking |
| best heat pump installers christchurch | 90 | low | Not ranking |
| best home ventilation system nz | ~200 | low | 6 |
| heat pump service rolleston | 10 | low | 1 |
Search volume from Ahrefs (NZ). Your rank is your real average Google position from Search Console over the last 12 months. The pattern is consistent: where we have built you a page and local signals, you are first (Rolleston service, national ventilation). Where we have not, you are page two or absent, and that is the whole Christchurch commercial category. Difficulty is 2 to 31, which is low. These are unclaimed positions, not hard ones. Ahrefs GSC
| Prompt territory | What it captures | Est. prompts / mo | AI live? |
|---|---|---|---|
| Best installer, ready to buy | best / recommended / reliable heat pump installer Christchurch and Canterbury | ~1,000–1,400 | Yes, names rivals |
| Service, repair, maintenance | heat pump service near me, why is my heat pump leaking, servicing cost | ~700–1,000 | PAA + forums |
| Which heat pump, Mitsubishi | Mitsubishi vs others, best brand for Canterbury winters, single-brand specialist | ~500–800 | PAA + forums |
| Ventilation and Lossnay | best home ventilation system NZ, Lossnay for a Canterbury home | ~300–500 | Yes |
| Rolleston and Selwyn | heat pump installer Rolleston, Selwyn, North Canterbury | ~150–300 | White space |
Prompt demand is anchored to the keyword volumes with a conservative fan-out uplift, so treat it as a floor. Directional, plus or minus 50%. AI-sourced enquiries are deliberately not counted in the dollar model in section 5, so nothing is double-counted and the numbers there stay conservative. Modelled from Ahrefs anchors
The table in the executive summary is built from four numbers. Here is the chain in full, and exactly how solid each link is.
Roughly one search in five survives ads, the Maps pack and AI answers as a winnable organic click. You currently take one in fifty of those. Modelled
Four inputs. Two are measured from your own data, one comes from your published pricing, and one you have confirmed yourselves. Nothing here is our guess.
| Input | Figure | Where it comes from |
|---|---|---|
| Enquiry rate click to enquiry | 5% | Measured. Your GA4 shows 5.5% of organic sessions submit an enquiry form over the last 12 months, and 6.1% over the last 3. Our own reporting, built separately two years earlier, shows a 5.6% median across 24 months. We model at 5% because your branded visitors convert better than someone searching the category cold. GA4 |
| Average job value | $3,200 | Your published pricing, confirmed by you. An entry Mitsubishi high wall installed is $2,660 at your regular price, a multi-room system $7,091, a ducted system $8,683, and you have confirmed our average is close to your real one. We model at the low end of your install range. dcis.co.nz + you |
| Close rate enquiry to booked job | 40% | Confirmed by you. You told us your close rate runs at 40 to 50%. We model at 40%, the conservative end, so every figure in this document is a floor. At the top of your range, the mid case is about $172,000 of new work a year rather than $138,000. Your figure |
| Value per click | $64 | 5% enquiry rate, times 40% close rate, times a $3,200 job. That is the figure every case in the table multiplies. Modelled |
That is the whole model: win more of the 21,600 clicks. Nothing here counts your Maps enquiries, your branded traffic, the roughly 18 calls a month that come straight off your Google profile, or anything AI sends you. All of that sits on top.
New install work per year from non-branded organic search, the mid case, phasing in as the engine relights: roughly 10% live by month 3, 35% by month 6, 70% by month 9, all of it by month 12. Hover any point for the maths. Modelled, directional
Two levers, both measurable. Click-through on the impressions you already earn, as you move from position 23 into the top three: 242,000 non-branded impressions converting at even 1% instead of today's 0.18% is 2,400 clicks a year on visibility you already have. And more impressions, as the Christchurch commercial pages you do not yet have start to rank. The conservative case assumes only the first lever lands. The high case assumes both do.
Keep winning the map, and claim search and AI on top. We relight the engine that has been paused since 2025: the technical and schema layer that tells an AI you are Canterbury's Mitsubishi specialist, answer-first pages for the Christchurch money terms and for Rolleston and Selwyn, the content and review engine that earns citations, and a measurement layer so organic and AI visibility is visible month to month. We move through the phases as your site is ready, not on a stopwatch: foundations, then owning your territories, then authority and compounding. Everything is yours to keep.
The full breakdown, deliverables, your time commitment and pricing live in The offer tab.
Over the last 12 months your site earned 1,059 organic clicks from 246,437 impressions. Non-branded category search accounts for 98.3% of those impressions but only 41.7% of the clicks, across 5,925 different queries. Your own name earns 58.3% of your clicks off 1.7% of your impressions. You are being shown to the market constantly and almost never chosen, because you sit at position 23. GSC
| Channel | Sessions / yr | Enquiry rate | Read |
|---|---|---|---|
| Organic Search | 3,023 | 5.5% | Your best-converting acquisition channel, and the one we have not been working |
| Paid Search | 3,546 | ~4% | Working, and you are paying for every click |
| Cross-network (ads) | 6,343 | ~1.5% | Your largest traffic source and your weakest converter |
| Direct | 3,850 | ~3% | Your reputation and Maps work showing up |
| AI Assistant | 12 | – | Effectively zero, and the fastest-growing channel in the market |
Google Analytics, last 12 months. Enquiry rate is the share of sessions submitting your enquiry form. Organic converts better than everything you pay for, which is the case for feeding it. GA4
Here is what sits behind the 45, and what each piece takes to fix. It is content, structure and measurement, not a rebuild.
| Finding | Status | Fix |
|---|---|---|
| AI crawlers welcomed (GPTBot, ClaudeBot, Perplexity) | Strong, all allowed | Done |
| 100-plus five-star reviews, all responded to | Genuine authority | Structure it so AI can quote it |
| Google Business Profile and map-pack presence | Strong, top 3 across much of Canterbury | Keep running |
| llms.txt, the briefing file AI reads | Missing | Hours |
| LocalBusiness and Review schema | Not machine-readable | Days |
| Mitsubishi-only specialism, stated in copy | Present but unstructured | Quick, high impact |
| Christchurch commercial pages (installation, service, ducted) | Thin or absent | The main build |
| Rolleston, Selwyn and Waimakariri pages | Thin | The unclaimed lane |
| Content engine (guides, FAQs, cost and sizing answers) | Effectively dormant since 2025 | The main build |
| Conversion tracking accuracy | Over-counting roughly 3x | Foundations phase |
| AI-visibility measurement | None | Baseline + monthly panel |
The three installers AI recommends for Christchurch today, measured the same way on the same tool.
| Installer | Domain authority | Organic visits / mo | Ranking keywords | Read |
|---|---|---|---|---|
| Enviro Master | 11 | 551 | 140 | Widest footprint, AI-cited |
| Heat Force | 3.9 | 569 | 42 | Most organic traffic, AI-cited |
| Beattie Air | 17 | 497 | 57 | Strongest authority, AI-cited |
| DC Installation Services | 3.4 | 32 | 13 | Invisible on the money terms |
Ahrefs Site Explorer, New Zealand, subdomains mode, July 2026. Ahrefs estimates traffic from ranking positions, so all four are measured consistently and your real click count from Search Console is higher; the gap between you and them is the point, not the absolute number. Heat Force sits at a lower domain authority than you might expect, which is the encouraging part: they are winning on pages and answers, not on some insurmountable authority lead. That is buildable. Ahrefs
Map-pack coverage, calls, direction requests and reviews are from your Google Business Profile, measured across a fixed 169-point grid of your Canterbury service area, from each term's tracked baseline to the latest scan (August 2026). Impressions, clicks, average position and the branded versus non-branded split are from your Google Search Console, last 12 months, on the sc-domain property. Sessions, channels and enquiry rates are from your Google Analytics 4, last 12 months, using the completed-form event rather than the property's own key-event total, which over-counts by roughly three times. Search volumes and competitor footprints are from Ahrefs, New Zealand, July 2026, across a deduped set of 75 real Canterbury heat pump, ventilation and air-conditioning terms; the full category figure applies a conservative long-tail multiple to that validated core. The winnable click pool assumes roughly one search in five survives ads, the Maps pack and AI answers as an organic click. AI prompt volumes are modelled from the keyword anchors with a conservative fan-out uplift and are directional, plus or minus 50%; AI-sourced enquiries are excluded from the dollar model so nothing is double-counted. The AEO score is from our AEO Maturity Model against a live crawl of dcis.co.nz. Job values are your own published installed prices, confirmed by you as close to your real average; the close rate is your own figure of 40 to 50%, modelled at the conservative end. Revenue figures are directional, modelled from your own conversion rate, pricing and close rate, and are not a guarantee of results.