What Does an HVAC SEO Marketing Company Actually Do?
If you are an HVAC Contractor in Chicago, Illinois, you need to blow your own trumpet rather well on Google.
To be a leader and grow as a highly reputed HVAC expert in the industry, you need to have a solid HVAC SEO marketing strategy. Or, your business will wither away.
Today, we will be discussing the best-proven HVAC Internet Marketing strategies that will help you beat your competitors and score a huge pie of the online market.
Topics we will cover:
- Google Maps Ranking and Google Search Rankings
- Why are Google Maps and Google Search indispensable for your business?
- Top tips that will work to boost your Google Maps and Google Search rankings like magic
Double Your Hard Work
Know this: You need to rank twice on Google Maps as well as Google Search.
If you don’t, you risk losing potential leads to business that rank on Google Maps as well as Search.
Google Search: The place to find every company that has a website.
Google Maps: The place to find every local business that’s online.
The whole point of being online is promoting your business to a huge fraction of audience online.
The internet has billions of users and thousands to millions of people look for HVAC Services online every day.
Imagine if you could just grab 10% of these people and bring them to your website. This means, thousands of people would be visiting your website.
What if you could convert just 5% of the people who visit you.
If 1000 people visit your website, then converting 50 clients could just be the stability your business needs.
Now think about doubling the chance of getting these thousands of people to land on your website. That’s what ranking on both Google Search and Google Maps does.
Local Experts in HVAC Services regularly recommend HVAC Businesses to incorporate a parallel Google Search strategy.
Take a look at this for an example:
On Googling “HVAC Contractors in San Francisco”, we got more than 24 million results.
The business “Schmitt Heating” ranked twice, once leading the Google Maps Listings and second on No.6 on Google Search.
*Insert Schmitt Heating Image and please draw a box on both Google Maps and Google Search Schmitt Heating Results and Write “Note that Schmitt Heating Ranks for both: Google Maps and Google Search”*
Schmitt Heating ranks twice for “HVAC Contractors in San Francisco”. This means that the business Schmitt Heating has two places to get people to click on their website.
But have you ever considered why Google delivers these different results for the same keywords on the same result page?
Because Google Maps and Google Search focus on delivering results to a separate group of visitors/audience.
Google Maps Listings
Famously referred to as ‘Local Listings’, ‘Local SERPs’, etc.
Target Audience: Nearby People.
Shows: Basic functional information you need of the relevant companies that are located nearby you.
For instance, you want to eat Italian for dinner but want to dine close to your home. You can just run a search like “Italian restaurants near me” and Google will give you a whole list of relevant and high rated Italian Restaurants in close proximity to you.
Google Maps Listings show contact information, reviews, hours of operation, etc.
Google Search Results
Famously referred to ‘Organic Listings’ and ‘Traditional listings’.
Target Audience: People searching for information based on keywords. Their location is not really an influencing factor as they could be close to the location of the results or could be far.
Organic Listings show the best, relevant and high-quality content.
What’s the difference?
If it isn’t clear by now, it’s local Intent.
When people search specifically for ‘Best Sushi in Brooklyn’, Google filters out all the results that have nothing to do with Sushi and Brooklyn together.
So, you get only the best places that serve Sushi in Brooklyn.
Local HVAC SEO Guide
We will be telling you more about out proven strategies in a while. But before we get to the marketing lessons you need, here’s every reason why you need to not ignore ranking on Google Maps and Google Search:
- Grow more prominent on Google Search Results Page (If you appear twice, obviously you will be prominently visible to the users)
- You want to target customers in and around your location (If you deliver HVAC services in Florida then ranking on Google Search and Maps will help you rank throughout Florida, not just in Miami or Fort Lauderdale)
- Promote your business to customers who want to hire immediately or later and those who just want information and aren’t keen on hiring
So, when you rank in Google Maps, you become visible to people keen on hiring you. This boosts your chances of conversion, helps you maximise your revenue.
But when you rank in Google Search as well, it helps you grow more well-known among people who far. This works to improve your promotion.
Google Maps: Proximity influences results
Google Search: Content quality influences results
Local SEO Guide for HVAC Companies: Google Maps Rankings
If you want to rank on top on the 3 pack Google Maps results then it’s best you remember these:
- Proximity is king. Every Meter matters.
- You need to optimize your Google my Business Listing.
- Local exposure through consistent listings on listing websites.
Proximity is something you do not control. So, you can just hope to rank on Google Maps for searches close to you.
Someone who is really close to your store address will definitely see your address if you work things right.
But this doesn’t mean that you can’t target customers in another city (if you serve customers state-wide or in selected cities).
Proximity is everything. It’s your best friend for local search engine marketing.
Basically, you can target people who are 10 miles from your store via organic listings.
So what if John and Stella didn’t see your store on the Google Maps because they were far? You still have a fighting chance with Google Search organic listings.
Optimizing Google My Business Listing
Before we get down to business, it’s very-very-very important that you claim your Google My Business listing.
Have nothing to optimize if you don’t claim your listing, right?
(Write later on Claiming the GMB Listing and making a HVAC listing look professional and link)
SEO for HVAC Contractors: How to optimize your Google My Business listing?
- NAP Consistency
Nap stands for Name, Address and Phone Number.
You don’t want your customers finding a different number to call on with every listing.
I know what you thinking. More numbers, more ways to get contacted but NO.
It’s bad for business. Plus, it confuses your customers.
The name is your business’s identity and you absolutely don’t want to make any spelling mistakes. Write the full name of your business or whatever name you choose for your business listing (consistent with your website), keep it consistent throughout all of your listings. Do not use a different spelling in your listings ever.
A different spelling could make the customer believe that both of the listings are for separate businesses.
Slightest differences in listings and website in NAP confuse Google and hamper your overall Google Maps listings. So, double check every detail you mention in your GMB and website.
- Give customers an image
Tell visitors how long you stay open, when you open shop and when you close. Add photos of your business to give the visitors an idea of what your business really looks like.
- Categorize well
Your business deserves to be categorized well.
Take your time when working on Google my business and be very specific about your category.
You can’t afford to be wrong unless you want your HVAC business showing up for Barbie Shops nearby results.
Also, being an HVAC Contractor means an HVAC Contractor. Your business needs to tell this to the world so do not go with just AC Contractor or Heating Business or Ventilation Business. Be accurate.
Also, don’t overdo the categories and keep them minimum to keep information loyal to your business.
- Weed out the duplicate listings
People make mistakes all the time but some even end up adding listings for businesses not their own.
So, look for any duplicate listings for your business and remove them.
Search your business name + Google My Business to find out the existing listings.
- Ask for reviews
More than 80% people actively look for reviews.
There are entire websites and businesses built on in-depth reviews!
Well, the idea is really rooted in materialism and consumerism but we won’t go there today.
Coming back to the point, why not ask for reviews from really happy customers and help your business grow a positive reputation online?
Just think about it. A customer finds you on Google, finds your GMB listing and sees that there are plenty of reviews.
Unless this visitor is an extra-terrestrial, your reviews won’t go ignored. Positive reviews boost your chances of conversion.
But the biggest advantage is that reviews are user-generated content, highly rated on Google and other search engines and much sought after by users.
And, they bring you the interaction every brand desires. You can respond in a very professional and sincere manner and deal even with the negative reviews really amicably.
Citations and Local Listings Sites
If you have never handled online marketing or web maintenance for your business online then you may not know much about citations.
But Citations are deal-breakers.
Do you check phone directories and look for names and numbers? Local Directories work a lot like that.
A citation is actually an online reference that leads to your business’ NAP.
The number of citations increases your chances of appearing in Google Maps Search.
Facebook is a great place to start. You can also list your business on Yelp, YellowPages, Foursquare and websites like these:
But this shouldn’t be the end of your efforts.
We recommend that you create 2-3 new citations every month.
Do not ever Stop with the citations. They are like chocolate. The more the better.
And, Do Not Compromise With the Consistency of your NAP throughout the Citations.
Double Check the details and keep everything consistent.
Google Search Rankings: How to Rank?
1. Your Content needs to rank
If you appreciate aesthetics, great. We can expect a fantastic looking website out of you. But if you read voraciously, you’d understand the kind of content your website needs.
A reader would understand why most people don’t stick around to read the whole content. It’s a matter of attention span. You don’t have very long to capture your reader’s attention. More often than not, they skim through.
So, it doesn’t matter how pretty your website is. If your content is thin, people won’t stick around.
But before we even talk about people not sticking around on your website, we need to talk about Google, Yahoo and Bing finding you. Search Engines need to locate you and show your website among the search results when a visitor looks for HVAC Contractors in general.
This is why you need to optimize your website with the right HVAC keywords. Content is part of your website. Here’s how to make content that’s rank-worthy:
DON’T: Duplicate Content
You can’t copy your own or someone else’s content. Not on your blog, not on your website. Not on your directory submissions. NOPE. Do not ever reuse content.
Do not lift content from someone else’s website or another page of your website and post it.
Think about it.
You have separate pages for AC Installation and Repair and Heat Pump issues.
Not only isn’t it unnatural to use the same content for both pages but also dumb.
You need keyword optimized, new and highly relevant content.
Keep it as unique as you can.
DO: Dedicated Services Pages
This is vital or your website will kick the bucket and so will your business.
Can a restaurant survive without a menu?
Think of dedicated Services Pages as your company’s menu.
Create specific pages that provide information on your most sought-after services. Websites often have 20-50 pages dedicated to services only!
As an HVAC Contractor, you can make 5-6 dedicated service packages.
For instance, as an HVAC Contractor, you can create pages like
- Air Conditioning Repair
- Heat Pumps
- AC Installation
- HVAC Installation, etc
Because you don’t want to pack every detail of your services into one page.
There’s a technical barrier to that. You can’t just stuff all of your services information in one page unless you don’t want to rank.
To rank, you need Google to understand what every page of your website is about.
If you write about 3 different services on one page, Google will have a hard time telling what the page is about. Consequently, it won’t show up in the search results either.
Besides, your customers don’t look for AC Repair, heat pumps, indoor air quality together. They search for HVAC companies that offer these services one by one, for example AC Repair Company in Los Angeles.
If you have a dedicated service page that provides information on what cities you cater to, you have a higher chance of ranking for HVAC keywords + City.
DO: Be Relevant
Your HVAC website content needs to be extremely on point.
Don’t talk about things that don’t matter. Be direct. Don’t beat around the bush. Write what people want to know about.
Address pain points. What confuses customers the most when hiring HVAC contractors? What services do your specifically provide? What measures should customers take when they encounter an HVAC issue?
Try to connect with your audience. You can write two types of content: Informative and Commercial.
Design your strategy and look for keywords and start publishing commercial content (based on commercial keywords such as AC Repair Miami, HVAC Contractor Miami, etc).
You can incorporate the informational keywords (research intent keywords) in your blog strategy.
Moreover, answer questions that help customers make the decision which HVAC Contractor to hire.
DO: Long Tail Keywords and Blog
If you don’t know already, you need to know this now.
Long Tail Keywords are godsend unless you don’t believe in god in which case they are amazing.
They are incredibly specific and as the name hints, long. And, people who use them are usually really close to making a purchase.
So, if you can rank for Long Tail Keywords, you have a strong chance of getting hired.
If your website has a blog or you are keen on blogging then you should try cash in on the long tail keywords.
Moreover, blogs optimized with long-tail keywords drive certainly higher traffic to websites.
You can target long-tail keywords through:
How-tos and Troubleshooting topics (Example: Why Is My Air Conditioner is stuck at a certain temperature?)
Buyer’s Guides (Example: How to buy the right Air-Conditioners for your large office?)
But how do you really develop spot-on long-tail keywords?
Simple. Turn your attention to Google. It’s probably the biggest invention after electricity and medicine.
Google will help you understand what phrases and questions people are searching in the search engine to look for HVAC answers.
Google Analytics, Keyword Planner, SEMrush, etc come really handy when researching keywords.
If you don’t understand how to use the tools, just look for the emails you have got from your customers through the Contact us option. Look for the kind of questions customers asked you and try to answer them through a blog.
But just answering questions isn’t enough. You need to explore a very local and unexplored angle to make your content useful and relevant.
- Backlinks: Keep them high
You must’ve heard a lot about backlinks and if you don’t already know what it means, here’s a brief definition:
A backlink is a link back to your page from anyone on the internet. It can be from a website or a blog.
For instance, you write an amazingly spot-on guide for HVAC Contractors in Miami and a lot of people who found it useful and cited it in their content will link back to you.
It depends on the visitor on their site if he/she wants to follow this external link to your website or not.
Or, you could host a social event and the local news website decides to write about it and links to you. This means you have a backlink!
Backlinks are vital to Google Search Rankings because they show Google that the website is famous, has high Domain authority and is trusted by peers.
But this doesn’t mean you should mindlessly accept all backlinks. Backlinks that don’t match the below-listed attributes are useless:
- They should be from trusted sources and not from spam, gaming or porn websites
- The backlinks should be acquired by using the best SEO practices
- Industry Relevant. If there is a backlink from a fashion website, it won’t as valuable.
The tough part is getting the backlinks.
But here’s the ultimate guide to getting high quality backlinks in 2018. (Will write a backlink guide-link later).
Need more on HCAC SEO? Take a look at these resources! (Link more HVAC On Page and Off Page Optimization resources)
We are an expert HVAC SEO Company. We help HVAC Contractors get the most out of Google Maps and Google Search Rankings with specialized SEO services.
Call us to get expert advice on how to implement a solid HVAC SEO strategy anywhere.