How to Use SEO to Flood in More HVAC Leads & Customers
Search engine optimization for HVAC companies has quickly become one of the fastest ways to drive in more leads.
People are now turning to the internet to find local services when they have a problem. The days of yellow pages and print advertising are all but dead and people now have solutions to any of their problems at all times. They can simply search on their phones for local HVAC repair or services.
What does this mean for your business?
It means you can get in front of your customers at any time and get your phone ringing when potential customers search for your services in your city.
In a typical mid-size city/county there are multiple thousands of HVAC searches coming through every month. These searches range from air conditioning, furnaces, boilers and refrigeration and many more. There’s also hundreds of commercial HVAC related searches each month.
So how can you use HVAC Search Engine Optimization to boost your online presence?
First, it’s important to understand that there’s a process when it comes bringing in online leads and customers. It’s not just about exposure and “being found”.
For example, when a user searches for a phrase such as “Air Conditioning Repair Brooklyn”, they no longer just click on a company’s website and give them a call.
Instead, users now typically research 8 to 10 different pieces of content before they decide to call a company. Most notably, people look into company reviews to view the quality of service, price and overall satisfaction from previous customers.
It’s vital you get these reviews online for your business. Not only will this help you rank your website in the search engines (both Google & Bing use reviews in their ranking formula), but you’ll also position your business much better for incoming calls and leads.
Bringing in the Low Hanging Fruit…
It’s also important to focus on the smaller areas outside of your main city or service location. Often times there are local cities with populations of 20,000 to 30,000 + which provide a lot of Google searches. You’ll want to make sure you’re focusing your SEO campaign on these local areas as well to bring in more leads that your competitors aren’t necessarily focusing on.
In the video below we outline how to use this strategy and benefit from it:
The Formula for a Successful HVAC SEO Campaign…
Search Engine Optimization for HVAC websites requires a lot of attention to detail. There’s typically 3 main components to ranking your website in the local search listings and all of them should be used together to bring results.
We’ll start with the most obvious factor, your website:
Search Engine Optimization Factor #1: Your Website
Your website and the content of your site play a massive role in determining where you rank in the search engines.
While most HVAC websites only have 5 to 8 pages in total, you’ll want your websites content to be much more detailed and specific. This typically means a page dedicated to each service you offer in each individual city you’re offering the service.
Ex: A page dedicated to Air Conditioning Repair Toronto vs. Air Conditioning Installation Toronto.
Yes, that adds up to a lot of webpages and content. Many of our client’s websites have 40+ individual pages, but it makes the content much more unique for search engines and allows users to easily navigate and find the specific information they’re looking for.
Titles, Descriptions and Website Content…
Next you’ll want to look at the Meta Titles, descriptions and keywords for your pages. It’s very important to give search engines an understanding of each page’s topic.
Meta titles and descriptions are keywords and phrases we’ll use on the page to give search engines a clear understanding of what that page is about in an organized fashion.
This makes these pages much more likely to rank on the first page because Google now recognizes it as an exact match to what a user is searching for.
One important factor that cannot be overlooked is “over optimizing” your keywords, content and on page SEO.
When you’re trying too hard to rank your website and stuffing keywords that don’t naturally flow within the content, Google will penalize your website and rankings.
Make sure the content flows naturally and can be easily read by the user without over usage of terms like “Air Conditioning Repair Service”.
Search Engine Optimization Factor #2: Directories, Backlinks & Citations
Another major factor in ranking your website is building exposure from other web 2.0 websites and directories.
We like to think of these other platforms as “votes of trust”. The more votes you have, the higher up you will rank typically.
Google will often take into account the industry you’re in, often times for general purposes the HVAC market will be categorized as “home services”. Your city and location is also heavily considered and from there Google and other search engines will rank which directories are most relevant for your business to be listed on.
There are typically a handful of directories that are considered highly important, regardless of your industry or service area, we’ve listed some of the most important below:
1) Google Business Listing on Google Plus
2) Bing Places Listing
From there, you’ll want to collect as many relevant citations as possible for your location. If you’d like a free analysis of which citations you’ll need to be listed on, click here now..
Depending on the online HVAC competition in the area, more competitors mean more quality citations need to be built for your business. We try to get 150 to 200 listed in a metropolitan area where there tends to be more HVAC competition.
The other important factor when building out citations is to make sure you have the proper “Name, Business Address & Phone Number” listed on each citation with no mistakes.
Otherwise known as “NAP” in the SEO world, you’ll want these details to match across every directory you’re listed on especially your Google Business Listing.
When there’s mistakes and errors, often times this creates a disconnect and search engines will not pick up that directory or citation as being part of your business.
This can create a problem if you’ve recently moved or plan on changing locations. You’ll need to edit these listing or request changes from the websites should the information be incorrect.
That covers the basics of citations and directories. Building these can be a very tedious and boring task but it will help immensely when it comes to ranking your website in the search engines.
This leads us to the 3rd important factor, one that has recently changed the online marketing landscape forever.
Search Engine Optimization Factor #3: Online Reviews
The internet has quickly made local business much more transparent allowing potential customers to research your company, feedback from previous customers and even voice their opinion after they’ve worked with you.
People are no longer reading a fancy headline or calling the lowest advertised price. Instead they want to know they’re dealing with a reputable company that will service their needs and deliver real value.
The good news is you can now position your company (provided that you offer great service) in a very positive light when people are interested in working with you.
Reviews help your business significantly in 2 ways:
#1) They are a large part of the search engine algorithm which is the formula search engines use to rank a website. The more positive reviews you have, the higher up you will rank.
#2) Exposure is now just 1 part of the equation. Potential customers now typically research 8 to 10 different reviews & pieces of content before they contact a business. You can now position your business very strongly so the phone calls that do come in are much more likely to purchase from you.
The key to actually getting your customers to leave reviews is by making it very simple and easy for them to do so.
The best way to achieve this is by setting up a review & reputation management system. The system will outline very easy steps for them to leave a review for the business and simplify the process.
It’s also important to be very consistent with obtaining reviews. You’ll want to develop a systematic approach where you ask every customer to leave their feedback for you.
Positioning Your Company with Reviews…
Finally, reviews also help with your offline marketing and exposure. Whether someone sees your trucks on the road or hears about you through a friend or neighbor, they are going online to research your business.
A common search trend that has increased recently is “Company Name + Reviews”.
What will they come across when they search your business? You don’t want to have ZERO online reviews or even worse, many 1 to 2 star negative reviews.
This will only grow more significant in the coming months and years so it’s best to clean up your online reputation immediately.
That’s it! Those are the 3 factors to helping you rank your website in the search engines.
We’ve also recapped a summary for ranking your website in the infographic below…
Getting the Most from Your Search Engine Optimization…
This guide is a great foundation for building more exposure and driving in more leads and customers from your online marketing. Do not overlook any of the items mentioned in the blog post, all of them are equally important but we cannot stress enough that you have to be natural about this.
Good marketing does not happen overnight so make sure you’re writing good content and answering your visitors questions throughout the pages of your website.
In the video below we walk you through in full detail how to setup your HVAC SEO campaign through a screen capture. It takes this blog post into much more detail that you’ll get a lot of value from.
By this point you’ve got more knowledge than most business owners on building online exposure for your business but should you have any questions or would like us to review your online marketing for you, follow the steps below:
1) Click here now and fill out your details
2) Ken or one of the representatives at HVAC Marketing will contact you to book a consultation time
3) Let us know any questions you have during the initial phone call and we’ll be happy to answer them for you.