When today’s consumers research and purchase products and services, they’re going digital—even when it comes to HVAC services. Today’s HVAC companies can’t rely exclusively on word of mouth or classified ads to get new leads. With 97% of search engine users going online to find local businesses, it’s important for HVAC companies to show up high on search engine results pages, and the only way to do that is through HVAC SEO.
HVAC SEO refers to a strategy of optimizing your website for search engine algorithms. By taking specific actions like using appropriate keywords in your marketing materials and creating a great user experience, you can help your site rise through the rankings and ensure potential customers see—and click—on your site first, instead of the competition. Read on to learn about the advantages of having an HVAC SEO strategy, as well as helpful tips you can use to boost your website’s SEO.
The benefits of HVAC SEO
HVAC SEO is such an effective marketing strategy because it targets people in your area who are already searching for your services online. It’s an inbound strategy that saves your business money. Rather than dropping postcards in mailboxes or relying on traditional print-based marketing methods, optimizing your website helps you connect with high-quality leads, resulting in lower marketing costs and better results. Some of the key benefits of HVAC SEO include:
- Increased organic visibility: Your website can connect with clients organically, appearing in search engine results when users type “HVAC contractors near me,” or “HVAC professional near me.” Since searchers are already looking for the products and services you provide, this organic visibility drives high-quality traffic to your site.
- 24-hour business promotion: HVAC SEO doesn’t stop working once the sun goes down. As your website climbs higher in search engine results pages, your content will target users searching for your products or services, any time of the day or night.
- Campaign monitoring: Thanks to Google Analytics, it’s easy for HVAC companies to monitor the results of their SEO efforts. Simply make an account for your business and gauge key metrics like keyword rankings, page speed, domain authority, and more. You’ll have an inside look at what’s working and what isn’t, so you can direct your marketing budget more effectively.
HVAC SEO tips
Here’s how you can improve your SEO efforts and watch your site rise through the rankings on Google, Yahoo, Bing, and other search engines.
Target appropriate keywords
Do you know what your potential clients are searching for when they seek information about topics related to your business? If you don’t, it’s time to do some keyword research. While it’s tempting to target simple keywords like “HVAC,” remember that other providers are already ranking for that keyword.
Instead, use “long-tail” keywords that are relevant to search queries, like “residential HVAC company,” or “best HVAC contractor near me.” Try to find a balance of specific terms that users are searching for and ones that you can easily rank for.
Write compelling content
Search engines look favorably upon sites that publish high-quality content, so once you’ve chosen the right keywords to target, include them in your content like blogs, website copy, meta descriptions, and more. Create engaging content that speaks to the interests of potential customers, like content that answers their questions.
Nail down your meta descriptions and page titles
Meta descriptions and page titles are important—search engines rely on this information to determine what your pages are all about. For example, your title page should include your target keywords, incorporated as naturally as possible. Meta descriptions appear right below the title page in search engine results pages, and they should include a short summary of what users will find when they click on your page. Keep both the title and meta descriptions short and sweet so that both mobile and desktop users can see them in their entirety.
Focus on UX
UX, or user experience, is an important factor when it comes to a website’s SEO. You should aim to give your customers the best possible online experience, ensuring your website runs well and doesn’t lag. It’s often smart to work hand in hand with a website developer to prevent any technical issues your site may have, like content that doesn’t display properly or links that don’t work. As a good rule of thumb, unless you know how to code, leave these technical concerns to the professionals and hire an expert.
Google follows a mobile-first indexing algorithm, which means your website must be mobile friendly to rise through search engine rankings. Since mobile devices dominate in comparison to desktop and laptop computers, you need to make sure your site is designed and optimized for mobile devices. Again, working with a coding expert can help your website conform to responsive design principles, adjusting seamlessly to the size of every user’s screen for easy navigation.
Use internal linking
Do you have a group of posts on your website that go together, like a set of spring HVAC maintenance blogs, for example? These posts should have internal links to one another—think of them as “breadcrumbs” that help people navigate your site up and down its hierarchy. You can create the most powerful links by linking keywords within the content itself, so spend the time going through and linking each blog or website page to any related ones.
Grow your HVAC company with the right small business banking partner
Online visibility is critical for any local services company, especially in the HVAC industry. The more high-quality traffic you drive to your website, the more potential leads you’ll be able to cultivate and nurture. By making strategic HVAC SEO decisions, you can help your website rise through the rankings, so it has the best chance of being seen by the people who need to see it the most—potential customers already looking for the products and services you provide.
As your business continues to grow and thrive, you need a small business banking solution that grows along with you. NorthOne is the ideal banking platform for small businesses, including HVAC companies.