Local SEO Guide for HVAC Contractors

Writer Works on HVAC Local SEO

Proper Local HVAC Optimization Includes 5 Phases

The rate at which information travels in 2017 can be overwhelming for many small businesses. After all, it wasn’t THAT long ago, that HVAC companies were getting most of their leads from the Yellow Pages and good old word of mouth. Those days have rapidly dissipated, and in today’s market the most efficient way to generate local leads is through Local SEO. To reach local consumers on their search engine of choice, you must cater specifically to them. Check out these local SEO guide for HVAC contractors:

Phase 1: Create a Customer Profile

Before you can hone in on a target customer, you must define who he or she is. In the case of local optimization, customers will have a set of consensus qualities that can be targeted with relative certainty. These include:

  • Buying Intent: What do our target consumers prefer to spend on? And how do they communicate this preference?
  • Demand for Services: Basic economics teaches us about the theory of supply and demand and our goal is to determine the demand level for heating and cooling services from this group of people
  • Keyword Research: What search queries are most likely to be entered by the target customer? What is the volume of these searches, and the opportunity to rank for them?
  • Location Radius: Who are the customers within your company’s service radius, as defined by zip codes and maps

Phase 2: Market to Customers via Website

After you have defined your target customer, it is time to optimize your website to appeal directly to them. This process is what is most often referred to as local search engine optimization. Techniques implemented during this phase include:

  • Content Marketing: Writing high quality, keyword dense copy, on individual web pages
  • Keyword Placement: Using keywords researched in phase 1 within the aforementioned web page content
  • Title/Header/Meta: Using keywords in title and header tags, and placing them in meta descriptions
  • Website Structure: Developing page categories, and subcategories within that page to appeal to researched wants of the customer

Phase 3: NAP Citation Cleanup

Once your website is optimized with local keywords, it is time to list your business in as many credible directories as possible. In many cases, your business is already listed, but it needs to be claimed and optimized for SEO purposes. Citation optimization consists of:

  • Accuracy: Ensuring each listing has the correct name, address, and phone number
  • Consistency: Comparing multiple listings to ensure that names, addresses, and phone numbers are identical
  • Optimization: In addition to accuracy and consistency, each listing must be optimized with a website link, company logo, and about me (or similar) section
  • Variable: Businesses will want to clean up duplicate listings and make sure only one listing exists for each directory

Phase 4: Reputation Management

Certain directories serve as review websites. Google My Business, Yelp, and even Facebook all have review sections for each company profile. These reviews can go a long way in shaping the reputation of your business online. To keep that reputation manageable, HVAC contractors should:

  • Diversify Reviews: Ensure you have ratings on more than one website/app
  • Generate Reviews: Ask satisfied customers to leave reviews after your service
  • Monitor Reviews: Keep track of new review additions, both positive and negative
  • Respond to Negative Reviews: Address negative feedback professionally and aim to resolve it

Phase 5: Measure and Improve

The last and final phase of local search engine optimization is performance measurement. Using Google Analytics and other measurement tools, HVAC companies can accumulate valuable consumer data and use it to consistently improve marketing campaigns. Among metrics to track include:

  • Bounce Rate: The rate by which users exit your site immediately after entering
  • Conversion Rate: The rate by which users are completing a call to action once they visit your site
  • SERP Rankings: The numerical ranking of your website or business page on local search results for specific keywords
  • Traffic: The number of users visiting your website per month, and the activity of those users

Contractor Webmasters Pay Per Lead Marketing

If you are an HVAC company and require assistance with your local SEO marketing, contact Contractor Webmasters at 800-775-1250. We offer pay per lead marketing services, meaning no upfront payments are required.

Posted: | Updated: Oct 17, 2017 | Categories: Local SEO |
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