The HVAC industry is a competitive landscape. In order to keep your business on top, your HVAC marketing must be superior to your competition. However, with all the current marketing options, how do you know which HVAC marketing strategies will get you the most leads? In the modern advertising landscape, digital marketing is the most productive way to advertise your HVAC company and generate leads for your team. But how do you use digital media to market your HVAC business? Beneficial online marketing stems from great SEO which maximizes website traffic, search appearances, and even social media engagement, leading to more HVAC leads.
Superior HVAC Digital Marketing
The modern HVAC advertising landscape revolves around digital marketing strategies. These methods can include a productive HVAC website, social media accounts, directory listings, and much more that work together to provide high rankings on search engine results pages (SERPs) and other online outlets. In fact, studies show that online advertising returns the most ROI out of any marketing channel. It’s also one of the least expensive advertising outlets, providing low-cost and even free traffic generation.
What is HVAC SEO?
Getting your business to rank well on SERPs and social platforms is easier said than done. So how do you compete in the digital world? The only proven method of ranking better in the online world is creating an impeccable SEO plan. Great SEO uses keywords, content, coding, and other key components to building an easily-read map for Googlebot crawlers to inspect and index your subject matter and present it to interested searchers. These tactics are called “white hat SEO tactics” and are the most useful and productive. Using white hat tactics instead of black hat, or discouraged, methods will improve your chances of appearing in SERPs while simultaneously preventing penalties and other discretionary occurrences.
Using SEO to Get More HVAC Leads
In order for Google to present the best search results possible to its searchers, it uses frequently updated algorithms to judge websites’ usability, relativity, and quality. Google bots crawl every website and account to find the most relevant information which is then presented on SERPs in order of relevance and user experience. While these algorithms change often, they use the same basic data to track every website online- content quality, keyword relevance, and online authority. Fortunately, there are HVAC SEO strategies to help get your business seen more often throughout the digital landscape.
Off-Site HVAC SEO
Off-site SEO is composed of all the efforts that lend to increased website traffic. Components like backlinks, directories, and social media accounts can drastically increase your HVAC website traffic and create more online authority for your company, resulting in higher SERP rankings. Off-site SEO also helps bolster your Google Home Page by offering varied indexable content. However, they must be utilized correctly in order to be effective. They must be structured correctly, have useful content, and represent your business effectively.
Establishing backlinks helps provide authority for your website which tells Google that your site contains useful information. These links can come in multiple styles including manual linking through directories and platforms as well as solicited links which are established through permissions with high-ranking sites. Backlinks are also established when viewers share your content. These types of backlinks are thought to be the most helpful in regards to HVAC SEO and traffic generation when used correctly and can boost your rankings on Google and other search engines. When creating your HVAC backlinks, consider the value of the link, or link equity, to maximize its effects. Link equity can be identified through these points:
- Site Authority: How authoritative is the site you’re linking to? Does this site produce quality content? Does it have a regular following? The higher the linking site’s authority is, the higher the link equity will be.
- Anchor Text: How will your link be used? To ensure quality results, the anchor text on the linking site should include keywords that are relevant to your site.
- Freshness: The older a link, the less it contributes to your overall SEO performance. Continuously add new content to help create link opportunities.
- Relevance: Links that lead to irrelevant content are useless. Ensure your links are connected to relevant sites with quality content to get the most success.
While establishing quality backlinks can be time-consuming and tedious, the effort is definitely worth it. Backlinks deliver extended content, a widened customer base, and more online authority, all of which promote your business in SERP rankings. However, poor backlinks do not help with SEO and can even hurt your company’s SERP performance in many cases. These backlinks may stem from poor-quality websites, link farms, and other sources that are more focused on link quantity than quality. Ensure you are always using quality backlinks for your site by promoting quality content and sharing regularly to social media platforms.
HVAC Directories and SEO
Online directories are a great start for great backlinking to your site and also contribute to local SEO efforts. These listings often referred to as NAP (Name, Address, Phone) citations, can provide superior SEO qualities which can increase rankings, facilitate more SERP appearances, and offer backlink opportunities. When you advertise your business in top directories like Angie’s List and HomeAdvisor, it creates a link back to your site. However, it also creates a secondary location where your business’ location and service information can be found, presenting your site as more authoritative and knowledgeable to Googlebot crawlers. Directories such as ThumbTack, Yelp, and the Better Business Bureau provide excellent sources of information logging to maximize link effectiveness and increase Google Rankings.
When creating citations for your HVAC business on directory sites, remember to list your company’s name, address, and phone number exactly the same throughout every platform. Use your company’s full name including LLC, INC, or any other title details. When listing your business location, don’t abbreviate for terms like ‘street’ or ‘avenue’ or for suites or office numbers. Remember to keep your phone number fluid as well through every listing, keeping prefix structure the same in each. For instance, if your phone is listed as 888-333-4343 in a directory, don’t list it in another directory as (888) 333-4343. Instead, keep the format the same throughout every listing to make it easily indexable for Google indexing.
How Social Media Affects Your HVAC SEO
Another key method of maximizing your off-site SEO is by correctly utilizing social media platforms. While these are accounts are ideal for creating brand awareness, they can also be used to cultivate valuable backlinks to your HVAC site. When you share content to your social media accounts, the content is engaged with by viewers, including comments, likes, and even shares. These actions create valuable links back to your content while extending your reach and customer base. In order to create productive social media content, consider these factors:
- Use Long-Tail Keywords: When posting on social media, use long-tail keywords to help content appear in searches and in related page content suggestions.
- Use Rich Media: While not required, multiple studies have shown that posts with images or video have higher engagement than those without rich media qualities.
- Provide Links: When posting content, attach a link to your website or other platforms for increased traffic and maximized conversion rates.
- Include a Call to Action: Along with your link, provide a call to action that clearly states the end goal for the customer. Including this component can increase click-through rates substantially.
Off-page SEO efforts can dramatically increase your HVAC website traffic by boosting your SERP rankings as well as maximizing your viewer reach through secondary platforms. However, incorrect off-site HVAC SEO can not only leave your marketing efforts lacking but can actually hurt your Google rankings. A search engine optimization professional can help you find the correct keywords, platforms, and subject matter that produces results.
Using On-Page SEO in HVAC Marketing
On-page SEO practices are carried out within your website to boost Google search rankings and increase website traffic. On-page SEO strategies involve coding and content details, title, and heading structure and even URL structure which helps Google crawlers to accurately and efficiently index your website information. Using on-page SEO techniques can improve your site’s searchability and increase your conversion rates. Effective on-page marketing is multifaceted and requires the integration of multiple components in order to be effective. Your on-page HVAC SEO plan should include:
- Mobile-Friendly Design Aspects
- Keyword Usage
- Metadata Inclusion
- Proper Headings
- Compelling Content
- Rich Media
Each of these elements contributes to your appearance in SERPs and can mean the difference between your company being listed in results and your competition taking the spot. DRX HVAC, for example, uses multiple on-page SEO techniques such as an easy-to-use navigation bar, relevant page links, and rich media content, each with primary or secondary keywords.
Mobile-Friendly and Responsive HVAC Websites
With nearly 60 percent of Google searches occurring from mobile devices, a mobile-friendly or responsive website is crucial. In fact, Google insists on it. In 2015, Google released an update, now referred to as Mobilegeddon, which added mobile-friendliness to the overall Google algorithm. This meant that sites that were previously first in search rankings plummeted quickly if they didn’t have mobile-friendly formatting. Websites that are not mobile-friendly tend to have lower rankings than mobile-friendly options and return less traffic and conversion rates.
Today, HVAC website owners have an even more fluid option than mobile-friendly web design. Responsive website design provides automatic resizing and adjusting for every type of screen available including desktops, laptops, tablets, and mobile devices. This provides an optimal view of your site, no matter what device the viewer is using. Responsive design is accomplished through specific coding and readily adjusts to the screen to provide easy navigation without the need for scrolling or zooming.
A Word About HVAC Website Templates
Many website platforms offer easy-to-use templates that are stylish and simple to set up. However, these templates possess generic coding that produces no real information for Google or other search engines. Instead of building your site from a template, opt for a simpler site that has productive coding and SEO details that increase your search rankings. After all, even the most modern website is useless if it’s not being found.
Website Page Structure and Sitemap Usage
The structure of your site and pages has a large effect on the user experience of your site. Pages should flow easily into one another and provide inbound links that are relevant and helpful. Your site should have multiple levels of pages, ranging from general top-level pages to specific lower-level pages. This helps the user navigate easily through your site, creating a much better user experience, longer exit times, and more conversions.
Another aspect that Google takes into account when ranking search results is how many clicks it will take the user to get to a particular webpage from the homepage. If one search link takes four clicks to get to the considered content, while another takes only two, Google will assume the second choice is a more important page and will give it more weight in rankings. When creating your site structure ensures that your HVAC web pages are closely linked to the homepage for best results.
Along with your HVAC site’s page structure, the sitemap is crucial for proper SEO effectiveness. The sitemap provides a coded structural outline that allows Google crawlers to easily and accurately index your website’s information for search results. While not required, a sitemap provides code language that’s easier for search engines to index along with page structures and rich media additions so your site is more likely to appear for relevant searches.
The Importance of the URL Structure
The URL of your website’s pages is the exact address where the page can be found. The URL is also presented in search results just under the title tag. The creation of a productive URL structure is often overlooked by website owners and can give your HVAC company a leg up in search results if done properly. When considering the URL for your web pages, include the top keyword. It’s also a good idea to keep your URLs short and concise to prevent cutoffs when possible. While top-level URLs should be general, such as ‘yourhvacbusiness.com/air-conditioning’, a secondary URL should be more focused to match its content. A proper lower-level URL might be ‘yourhvacbusiness.com/air-conditioning/ac-repair’. This structure provides a clear path for both Google and the viewer, boosting user experience, conversion rates, and search results.
Using Headers to Boost HVAC SEO
As Google bots scour your site, they are searching for keywords and relevant terms that can reveal the subject matter that’s covered on your page. Heading tags provide headlines that Google can quickly index for general content topics. Using keywords and location tags in your headers helps Google crawlers index your information resulting in higher rankings and increased web traffic. But how do you write a good subheading? H2 headers should display the general subject matter with the use of keywords and location tags. H3 subheading tags are best used as secondary headings for H2s, including secondary and service-based keywords for ranking in more specialized search results.
Metadata and Your HVAC SEO
The metadata for your HVAC website provides Google and other search engines with easy-to-read information about each of your page’s content. These details include components, such as the head, title tag, and meta description, help Google index your site efficiently for keyword searchability providing higher rankings on SERPs. Metadata can be found throughout the pages of your site and is considered backend information, meaning that it cannot be seen by general viewers. However, without proper metadata, your site is unlikely to rank for a keyword, location, or any other type of search performed.
Why Your HVAC Site’s Header Matters in SEO
Your company’s website header is located at the top of each page of your site and provides useful information and navigation options. The header is where your location and contact information can be found as well as site navigation tools and your company’s logo. This section also provides Google and other search engines with helpful information concerning your company’s location, page subject, and other vital information about your website. Although website templates may provide a fluid header for your website, these cookie-cutter sections do not deliver the detailed coding that helps Google index your information efficiently. For best results, use schema coding within the header to deliver easy-to-read details to crawlers which can help boost your SERP rankings.
Effective HVAC Title Tags
Like other metadata, the title tag is present to give Googlebot crawlers an accurate idea of your page’s content. These titles are 50-60 characters and appear as the clickable title for each search result on a SERP listing. Each page of your HVAC website should have a unique title tag that includes at least one keyword and clearly presents the subject matter. Optimally, the title tag includes a primary keyword, a secondary keyword, and the brand name or location tag. This helps ensure that Google indexes effectively for your keywords and your location or business name. Calverley Service Experts found themselves in the ranking for this Google search, possibly partly due to the SEO factors in the title tag.
HVAC Meta Descriptions That Work
The meta description works with the meta title to give an accurate overview of each page’s content. The meta description contains 120-158 characters and appears under the meta title in SERPs. This description should also be unique for every page of your HVAC site and deliver a clear picture of what the page is about. Effective meta descriptions include a primary and secondary keyword, location, brand name, and contact information.
Schema.org and Its Effect on HVAC SEO
Scema.org is a style of emphasizing particular information within your website so Google can index your content easier. This coding style organizes important keywords and details in a structured format that Google bots can easily read for increased searchability. Schema.org coding can be used throughout your HVAC site, from headers to content structure, and delivers optimal indexability.
Rich Media for Improved SEO
The effects of quality-rich media on your site go on and on. These additions can improve user experience, create new calls to action, and can even help with your HVAC site SEO. Rich media formats include images, audio, and video, and provide your viewer with an entertaining experience as well as delivering pertinent information and services. However, although rich media can help make your HVAC website more compelling, it must have the correct SEO properties in order to promote your site’s appearance on SERPs. Along with SEO components, your rich media must be formatted correctly in order to provide the best user experience possible. Rich media that are not formatted correctly will rank lower, and sometimes, not at all, in search results.
When selecting images and graphics to use on your HVAC website, choose options that reflect the page’s content and company. Use graphs and charts to reflect data and information, and use images of services performed as well as company photos for increased interest in your work. This will help keep your viewers’ attention throughout their visit, reducing bounce rates and abandoned conversions.
Images and graphics can also be helpful with SEO strategies if used properly. Each image should have a filename that includes a keyword and should also have at least one keyword in the URL. Alt-text is displayed on your site when your image can’t be loaded. However, this field also helps Google index the contents of the image. Use this field to describe the image itself making sure it coincides with the page content. The image title displays when the mouse hovers over the on-screen image and should tie the image in with the alt text. The snippet of content under your image is called the caption. This field provides a more lengthy description for your image and tie-in to the page’s content. Image captions should be no longer than two lines long and should include at least one primary keyword and a secondary keyword.
Adding podcasts and other audio to your website not only improves the user experience and provides interesting content, but also delivers SEO opportunities. Most podcasts are hosted by third-party sites such as Blubrry, SoundCloud, or PodBean, and then embedded into your site. This provides a simpler way to display your podcast other than including it on the sitemap. However, if using a third-party host, ensure that the metadata and SEO information is properly completed to get your content seen.
Each of your podcasts is listed by recording or episode and grouped by subject in shows. Each of the shows includes a title and description which helps the viewer know what content will be presented. When constructing your podcast show title, include at least one main keyword to help Google index your audio file. Also include multiple keywords, both primary and secondary, in the description of your show which will display on the main search page of your host platform. Once a show is clicked, a list of episodes appears. Episodes have their own title and description and should be approached just as the show details. These fields should clearly display the content’s subject matter and provide a summary of the podcasts using primary and secondary keywords.
Video media additions on your website deliver a multitude of benefits other than improved user experience and increased conversion rates. In fact, adding video to your website can elevate your SERP rankings and produce additional avenues of searchability. When you upload your video to a hosting platform such as YouTube, you are able to add a title and description as well. Adding these fields increases SEO and searchability. Your title should be clear and short, with at least one primary keyword. The title will be displayed in YouTube searches, Google searches, and on YouTube browse lists according to relevance and quality. Along with the title, the description of your video will be displayed. Just like with traditional searches, video searches use keyword and relevancy measures to define your content’s rank. Ensure that your description is clear and contains multiple keywords for optimal indexing.
Keyword Usage for HVAC SEO
When a search query is completed in Google, bots crawl each website to identify which should appear in search results. In order to index site information quickly and efficiently, Google uses keyword identification to detect similar content and subject matter. Using keywords in your HVAC website’s content can drastically improve the chances of your company appearing in SERPs. Useful platforms and programs like MOZ and SEMrush provide information that can help you identify the best keywords to use on your website to boost your HVAC SEO.
Also known as top or primary keywords, these terms are the top searched terms across the nation. They are usually general terms such as ‘residential roofing’ or ‘roofing service’ and while they return a great number of searches, they are more difficult to rank for, especially in highly populated areas. National or primary keywords should be utilized for top-level pages and in lower-level pages along with other forms of keywords. These terms are also helpful in meta titles and meta descriptions to offer a more general response.
Local and Service Keywords
While national keywords are helpful for general searches, local and service keywords help in local and service-based searches. These terms are more specific and, while they aren’t searched as often, they tend to produce more promising results and higher rankings. Keywords like ‘corrugated metal roofing’ and ‘roof leak repair’ are specific terms that may carry a lot of weight with particular searches. Adding a location tag to these types of keywords can drastically improve your local search rankings. Ensure that you rank for as many searches as possible by alternating the location tag from front to back. ‘Shingle roofing in Dallas, TX’ and ‘Dallas, TX storm damage repair’ are both good options for Dallas, TX longtail keyword options.
Using Analytics for Superior HVAC SEO
One of the most crucial aspects of HVAC SEO is an accurate assessment and measurement of productivity. Google, along with multiple other platforms, offers analytics tools that can give you the information you need to measure your website’s effectiveness and make any necessary changes. From conversion rates to bounce rates, each metric delivers specific information that can tell you how well each page of your site is doing and what should be changed to get more ROI. Google Analytics metrics are updated regularly and provide detailed information including keywords used to find your site, pages visited, and even the length of each visit.
HVAC SEO and Digital Experts
Digital marketing is today’s leading channel for expanding your reach and increasing your customer base. However, HVAC SEO techniques and website management can be taxing on a busy business owner. Along with extensive online management services, the experts at Contractor Webmasters provide HVAC SEO planning and implementation that gets your HVAC company noticed.
We complete extensive keyword and market research to ensure that your site ranks well for a variety of services. Our professionals create quality content that’s keyword-based as well as complete online management to ensure that your digital efforts don’t go to waste. Our HVAC SEO team concentrates on multiple components of your HVAC website and online presence to ensure that you are always ranking as highly as possible on SERPs. Our experts provide:
- HVAC Content Marketing
- Keyword Planning and Management
- Effective HVAC Calls to Action
- Link Building
- Off-Site HVAC SEO
- On-Page HVAC SEO
- Sitemap and Page Structure Setup
- And Much More.
When you’re looking for better HVAC SEO results, call the Contractor Webmasters team at 800-775-1250 to find out how we can help you get online results like never before.