A lot of HVAC contractors have gotten rich sitting at the top of the search results. And I’m going to show you exactly how to get there.
It will take work and consistency, but the steady inbound leads that you’ll get down the road will be oh-so worth it. So put your work boots on and come stake your claim in valuable online real estate!
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HVAC SEO: #1 ROI Sales Investment
Search engine optimization (SEO) is the art of getting your website listed as prominently as possible in the search engines.
Imagine a stream of inbound calls from hot prospects who need your service now. That’s the power of local SEO.
When someone’s HVAC goes kaput, they need help quick! And unless they already have a go-to contractor, they’re going straight to Google to search for something like “HVAC company near me”.
There are two ways to make sure your HVAC business is the one that shows up first: (1) hire an HVAC SEO service or (2) follow the steps in this guide!
A quick note on #1. If you hire an SEO agency, make sure to go with one that specializes in HVAC. Your industry is too much of a unique animal to hire someone who also does SEO for coffee shops, lawyers, and anyone else with a pulse.
Now… onto the guide.
Basics of HVAC SEO
There are three phases of a successful HVAC SEO strategy:
Because SEO is a long-term digital marketing strategy, you will enjoy the most success if you commit to a plan. Like all forms of lead generation, SEO is not a one-and-done process. You need to be consistent with it to keep reaping the benefits.
Whether you carry out the SEO campaign yourself or enlist the help of a professional HVAC SEO firm for, this guide is meant to provide you with the information you need to dominate the search engines.
Google and Bing for Business
Potential customers are 70% more likely to visit a company with a Google my Business listing. So let’s start here.
For an HVAC company, visibility is on top of the list. If a client finds you through Google but doesn’t see sufficient details about your business, you lose a hot lead. That’s why it’s vital to fill out your profile on Google My Business and Bing Places for Business.
Companies listed on Google My Business appear below the ads and above the organic search results on SERPs (Search Engine Results Pages). If people are using an adblocker – and you should – then it’s the first thing on the page.
It’s a sweet spot to showcase your company on.
If you haven’t claimed your business or aren’t sure if you have, don’t walk, RUN over to Google My Business and look up your company to check.
Once you’re the confirmed business owners and are logged in, start adding pictures, hours, and a company description.
And remember Marketing 101, make the company description about the problems you solve not about your company history. “24/7 HVAC company in Philadelphia” is an infinitely better description then, “Dedicated to customer service since 1982.” Yuck!
If you have any good content, such as blogs or videos, drop that in too.
How to Top the Google & Bing Business Rankings
Google and Bing determine rankings based on:
Relevance — how well your business matches the search query.
This step is essential for local SEO. To make sure you get high scores on all fronts, you need to work on your profile:
Nail the Keywords
Keyword selection is the most important step of your SEO journey. You can’t just change your targeted keywords at the drop of a dime, so choose wisely! Before we jump in, there are three tools you will 100% need for a successful SEO campaign.
Google Analytics (free)
Google Search Console (free)
SEMrush or Ahrefs. These are SEO research tools that run about $100/month. I know, I know. Who wants another subscription? Tell you what, just sign up for the $7 for 7 day trial and cancel afterward if it’s not your cup of tea.
SEMrush and Ahrefs are essential to selecting your keywords.
KD% stands for “keyword difficulty” and conveys how hard it will be to rank for that search phrase.
Start by writing down 4-8 your core services. Keep it simple and avoid technical jargon. Your average client doesn’t know about diffusers and variable speed motors. What they know is that their HVAC system is broken and needs repair.
Here are a few ideas to get your wheels turnin’:
Now write down a few different keywords for your service area, such as the city, county, or regional names.
Focus on local keywords extensions (i.e. “Air conditioner repair San Diego” or “San Diego HVAC contractor”).
Before you start using keywords in your content, look at what your competitors are doing. Numerous tools like SpyFu exist to help you analyze competition’s websites to see which keywords they are using. These insights can help you:
How long does it take to do a keyword search for an HVAC company? It depends on how closely you follow the basic rules. You may want to consult a marketing expert with experience in HVAC SEO to nail the right keywords quickly.
On-Site SEO
On-site (also called on-page) SEO is a set of tactics you use on your website to boost search engine rankings. You need to tweak your website to optimize it for the highest SERP spots. It involves:
Beefing up Links
Thinking of Gadget Users
Tweaking Title Tags
- Try to keep your title tags under 60 characters long. Otherwise, they will appear incomplete on SERPs.
- Don’t stuff the keywords in the title tag but make sure to include at least once (the primary keyword should go first).
- Each page on your website should have a unique title tag.
The title tag should be an accurate reflection of the webpage’s content
Working on Meta Descriptions
- Keep them under 160 characters
- Use the primary keyword. You can add several keywords as long as they appear organic.
- Put the most important information first.
- Use natural language.
The meta description shouldn’t just bring value, it should sell your HVAC services.
SEO Plugins
If you don’t have experience in search engine optimization, you can get assistance from useful SEO plugins.
Without any coding skills, you can use this software to adjust the website’s code and make it more appealing to search engine spiders. For example:
Local SEO analysis
The most popular SEO plugin for WordPress websites is Yoast. It packs all the necessary SEO strategy features for beginners and experts.
Publish Useful Content
Content is the key to successful HVAC SEO strategy. It helps bring clients to your website, establish your company as an industry expert, and beef up search engine rankings.
Long gone are the days when you could write a 300-word blog post, stuff it with keywords, and wait for Google to bite.
Today, to rank high, your content must carry exceptional value. With so much firsthand knowledge of the HVAC business, you probably have a lot to share. Put your expertise into words.
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HVAC SEO works. If you invest time and effort into the above SEO tactics, you are bound to see impressive results. The more you learn about optimization nuances the faster you can apply your knowledge and reap the benefits.
At Key Marketing, we have extensive HVAC digital marketing experience.
