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Hibu (formerly Yellow Pages) has been around for decades. But the digital marketing landscape has changed dramatically, and many contractors are finding that Hibu's legacy approach isn't delivering the calls and booked jobs they need. Here's what to know.
Common issues we hear from contractors who've used Hibu or Yellow Pages
Hibu's roots are in Yellow Pages directory listings. While citations still matter, they're table stakes in 2026. Contractors competing for 'emergency AC repair [city]' or 'water heater replacement near me' need a much deeper SEO strategy than directory submissions.
Hibu serves all local businesses. Their account managers don't specialize in HVAC, plumbing, or roofing. This means generic keyword strategies, no understanding of seasonal demand patterns, and no expertise in the specific competitive dynamics of contractor markets.
Hibu-hosted websites often can't be easily transferred when you leave. Contractors who've built years of content on a Hibu website sometimes have to start over, losing both their content and their SEO history.
As more homeowners use ChatGPT and Perplexity to find contractors, Hibu has no GEO (generative engine optimization) offering. Contractors with Hibu are invisible in AI-powered search results.
Many contractors report that their Hibu campaigns run on autopilot with minimal optimization. Google Ads and LSA campaigns require active management to stay competitive, and a set-it-and-forget-it approach wastes budget.
Hibu's reporting dashboards often show impressions and clicks but don't connect to actual booked jobs. Without call tracking tied to specific campaigns, it's hard to know which spend is actually generating revenue.
For contractors specifically
| Feature | Hibu | Sequoia GEO |
|---|---|---|
| Industry Specialization |
All local businesses
|
Contractors only (HVAC, Plumbing, Roofing)
|
| Website Ownership |
Hibu-hosted, limited portability
|
You own your website and domain
|
| Contract Terms |
Annual contracts, strict cancellation
|
Month-to-month available
|
| Founder Background |
Yellow Pages legacy company
|
Built by a 130-employee HVAC/Plumbing contractor
|
| SEO Depth |
Directory-based, surface-level SEO
|
Deep contractor-specific keyword strategy
|
| Google LSA Management |
Basic listing setup
|
Active optimization and dispute management
|
| GEO / AI Search |
Not offered
|
Full GEO (ChatGPT, Perplexity, AI Overviews)
|
| Reporting |
Limited dashboard
|
Full analytics access, no data hiding
|
| Google Ads Management |
Basic PPC management
|
Contractor-specific PPC with call tracking
|
| Pricing Transparency |
Bundled, hard to separate costs
|
Clear, itemized pricing
|
Sequoia GEO was founded by Aaron Husak, who spent 20+ years building an HVAC and plumbing company to 130+ employees and 4x Inc. 5000 recognition. He used Yellow Pages, then Hibu, then a string of digital agencies before realizing the problem: none of them understood contractors.
They didn't know what a service call was worth. They didn't understand why HVAC leads spike in July and tank in October. They didn't know the difference between a $150 drain cleaning and a $15,000 sewer replacement, or how to build a keyword strategy around both.
Sequoia GEO was built to fill that gap. We only work with contractors, and every strategy we build comes from real experience running a trade business in a competitive market.
Before you cancel, make sure you have these covered
Hibu (formerly Yellow Pages) serves all local businesses, not contractors specifically. Their SEO approach is directory-based, which was effective in 2010 but isn't enough to compete in today's contractor market. HVAC, plumbing, and roofing companies need trade-specific keyword strategies and active LSA management that Hibu doesn't provide.
Yellow Pages rebranded to Hibu in 2012. The company shifted from print directories to digital marketing services, but many contractors report that the results haven't kept pace with the rebranding. The core business model still relies on directory listings and basic website packages.
Hibu hosts websites on their platform, and portability varies. Some contractors report being able to export their content, while others have had to rebuild from scratch. Always clarify website ownership and export options before signing with any agency.
Hibu pricing varies widely depending on the services included. Basic packages start around $150-300/month, but comprehensive digital marketing packages can run $500-1,000+/month. Many contractors report that the bundled pricing makes it hard to know what you're actually paying for each service.
For HVAC companies specifically, look for an agency with deep experience in HVAC SEO, active Google LSA management, and a track record in competitive local markets. The agency should understand seasonal demand patterns, emergency service keywords, and the difference between residential and commercial HVAC clients.
Hibu offers LSA setup as part of some packages, but active LSA management (disputing unqualified leads, optimizing your profile, managing budget allocation) requires hands-on expertise. For contractors who rely on LSA for a significant portion of their leads, passive management leaves money on the table.
Get a free marketing audit. We'll show you exactly where your business stands in Google and AI search, and what it would take to dominate your market.
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