SEO SERVICES FOR PLUMBING & HVAC:
How to Grow Your Business Online
Not getting enough qualified traffic and leads for your plumbing and HVAC company?
This ultimate plumbing SEO guide will teach you how to grow your business in a fast and affordable way by boosting your online presence.
You will get to know the precise step-by-step search engine optimization process employed by the best plumbing SEO companies to generate more leads and revenue. You will learn many things, including:
- Why you are not getting plumbing traffic and leads
- How to get more local leads for your plumbing and HVACbusiness
- How to do an SEO audit of your website
- How to do competitive research
- How to carry out keywords research for plumbing and HVAC
- Technical SEO: Best practices
- How to optimize your Google My Business page and Google search to get more leads (local SEO tips)
Our guidewill tell you how to grow your plumbing business onlinewithin a span of just 3 months. So let’s start on this MILLION-DOLLAR journey!
Don’t have time to read the whole guide right now?
No worries. Let me send you a copy so you can read it when it’s convenient for you. Just let me know where to send it (takes 5 seconds):
Why You Are Not Getting Plumbing Traffic and Leads
Poor On-Page Optimization
First of all, you will learn about on-page optimization and why it is critical for local businesses. On-page optimization is important as it ensures how well and how smoothly Google perceives your webpage.
If your plumbing and HVAC repair page is not properly optimized, Google crawlers will be confused about the contents of the page.
That means your entire effort will go down the drain. The purpose of on-page optimization is to give enough clear indicators to search engine crawlers about what is on the page.
We will teach you how to rank your plumbing and HVAC website No.1 on the Google SERP (search engine results page).
Basics of On-Page Optimization for Plumbing and HVAC
On-page optimization is the first step of the SEO process. You will want your webpage optimized perfectly so that Google falls in love with it.
Here you will learn some useful tips and a step-by-step on-page optimization method.
Once you employ the process, Google will realize that your page deserves to occupy the top 3 spots on its SERP. It’s not that difficult. By the end of the section, you will understand what on-page SEO is and how you can ace it.
To rank your content at the No.1 spot, you need to tell Google 3 important things:
- Here is the content you are looking for.
- My content is great.
- You will get interesting and useful content regularly.
If you can somehow assure Google crawlers of these 3 things, there is no reason why you will not succeed in your goal.
What is On-Page Optimization?
On-page optimization is the process of optimizing each separate web page to increase its rank on Google. It involves working on the coding as well as the content of the page.
If you perform on-page optimization, you will be doing many things like optimizing page titles, meta descriptions, meta tags, body tags, managing keyword density, performing image SEO and so on.
How to Carry Out On-Page Optimization of a Plumbing and HVAC Page
You are a plumbing and HVAC expert in your area and you want your web pages to rank in the top 3-5 SERP results whenever a user types the relevant search query.
To rank high on Google it is vital to structure your website in such a manner that it is easily readable (optimized) for Google’s bots. You also need to incorporate keywords in the right places on your page so that the bots are able to spot them.
Why On-Page SEO is Important for a Plumbing and HVAC Website
On-page SEO helps search engines understand your website betterand gauge if your content would be relevant to people seeking information about something online using a set of keywords.
On-page SEO is the process making each page more Google-friendly. If Google likes your page, you will get high rankings, which will make you more visible to your customers.
The importance of on-page SEO factors cannot be overlooked as its absence will lead to the loss of customers. A good internet marketing companyunderstands secrets of on-page SEO. We will reveal those secrets here.
3 Basic On-Page Optimization Factors
Here are the 3 basic on-page optimization factors you should be careful of:
- Title tag
- Meta description
- Headline tag
These factors need to be properly optimized to allow Googlebots to crawl your website efficiently and index your pages.
What is a Title Tag?
It is a part of the HTML code of your website and contains the most important keywords. It is important for both Googlebot and users.
It indicates to search crawlers what the page is all about. Users will click on it mostly based on how you write it.
Hence you need to be VERY careful while writing the title tag of your HVAC website. Making a mistake could prove to be costly.
You can see the title tag on the address bar when you open a page. Google also tends to display it on its search results page, though not always.
What is the Purpose of a Title Tag?
As you already know now, the key role of title tags is to help users assess the relevance of a link or a web page. They are also very important from an SEO perspective.
The biggest role of title tags is that they boost CTR (clickthrough rate). Having an enticing title tag means more clicks, and traffic on your site will be higher.
Title tag is the first thing users notice while performing a search. So this is where you can make a positive first impression.
You also need to remember that Google bot also tries to make sense of your page when it arrives.
How to Write a Good Title Tag for Your Webpage
Since Google starts cutting off title tags in the SERPs after around 50–60 characters, your approach should be to tell your story within this character limit.
The best title tags provide an accurate description of the page, they are unique, and they are brief.
It is a good idea to try and pack in primary and important secondary keywords in your title tag to increase its relevance for the user and strengthen SEO.
In order to understand the correct way to write it, see this screenshot again.
Both these title tags contain a primary keyword. (We will take up keywords in detail in another chapter. For now, it is enough to know that primary keywords are the most important keywords for your local business.)
In the second title tag, the company has used two primary keywords:
- “Boston Faucet Repair”, and
- “Plumbing Services Hyde Park”
This is good practice as the company has taken full advantage of the 60-character limit.
What to Avoid While Writing a Title Tag
Here are 5things you should not do at all while writing a title tag:
- Avoid stuffing irrelevant keywords into your title tag. Google is smart enough to understand your intention.
- Refrain from exceeding the character count and also using unclear or ambiguous tags.
- Avoid similar title tags spreading throughout your website. It can negatively impact your search rankings.
- Avoid writing ALL CAPS title tags as in the given screenshot. This is a strict no-no!
Above all else, make sure that your title tag is relevant to the page.
Last but not the least, here is a screenshot that demonstrates how people waste this premium space. There is no need to explain this.No wonder they are languishing somewhere at the bottom of the search result pages.
What Is a Meta Description?
Meta description refers to snippets of text that appear just below the first line of a Google search results link. Its function is to give the reader a brief idea of what the site is about.
With the help of the title tag, you have provided a primary signal to Google search engine crawlers that this web page is relevant to the query.
With the help of meta descriptions, you can drive this point even further to erase the slightest doubt in the mind of the Googlebot. See the screenshot below:
You can find the meta description on any web page by right-clicking on the page and selecting “view source” or “view page source.”
However, Google doesn’t always place meta descriptions below the first line of a link. It may choose a different snippet from the page if it is more relevant to the search query.
What Should Be the Ideal Length of a Meta Description?
Google has no specific character count for meta descriptions. However, it is best to limit your text to 150-160 characters so that is descriptive but not truncated.
If you haven’t been able to use your important keywords in the title tag, you can use them in the meta description.
How to Write an Effective Meta Description That Drives More Clicks, Traffic and Conversions
A good meta description gives an accurate picture of the content of a page.It supplements the title tag in providing additional information to the reader. See the screenshot below:
Notice the portion marked by the rectangle. The meta description contains the necessary information and some important keywords. Here are some of the keywords it has:
- Air Plumbing & Heating Solutions
- Maryland’s top heating, cooling…in Baltimore
- HVAC and plumbing company services
This should give you a good understanding of optimizing your meta descriptions.
What to Avoid While Writing a Meta Description/What Not to Do When Writing a Meta Description
Here are some of the common mistakes to avoid in writing meta descriptions:
- Only use relevant, specific, and descriptive information. Text that is generic and not relevant to the page should be strictly avoided.
- Avoid writing keywords-only meta descriptions.
- Each meta description should be unique and not common to all the pages on the website.
What are H1 and H2 Tags?
They are also known as heading tags. H1 and H2are embedded in the coding of a web page and are used to format the text that lies within them.
This sounds too technical, isn’t it? I have done this deliberately to show off my knowledge!
Jokes apart, these are headlines and sub-headlines that you use in your body copy. Google search engine crawlers consider them more important than the rest of the body copy.
This is the H1 tag. In the same page, if you scroll down, you can easily locate the H2 and H3 tags.
Header tabs are not limited to H1 and H2. They can extend up to H9.
However, h1,h2, and h3 tags are more important from an SEO perspective. It is not very difficult to understand that these heading tabs are always long-tail keywords.
Google crawlers recognize the text placed within header tags (especially H1 to H3) as being important. Populating them with high-value keywords or long tail keywords related to the page can boost your search ranking by a significant extent.
How to Write Effective H1 and H2 Tags
Needless to say, H1 and H2 tags are header tags that need to be used carefully on the page. They should be structured in such a way that it is able to fully encapsulate what the page is about.
Avoid keyword stuffing. Also, ensure that your headers are readable and grammatically correct.
Should You Worry about Exact Match Keywords?
This is a question people often ask while writing title tags, meta descriptions, and heading tags.
With Google making regular updates to its search algorithm, the manner in which keywords are read have evolved over the years.
Gone are the days when Google looked for ‘exact match keywords’ to determine the ranking of your page. Its algorithms are much more sophisticated now with the ability factor in synonyms and semantic linkages.
The following example will help you understand this better:
Type the words “best plumbing SEO company” on the Google search bar.
Here is a list of the top 10 resultsthat appear. Though the results may vary depending on location, you will notice a similar pattern.
- “Plumber SEO Services | Local SEO for Plumbers and Plumbing …”
- “Plumber SEO | Internet Marketing for Plumbing & HVAC SEO”
- “Plumbing Webmasters: Plumbing SEO | Plumber SEO | Rank on Google”
- “Plumber SEO Company”
- “SEO for Plumbers & Plumbing Firms”
- “10 SEO Tips For Plumbers, Heating Engineers & Drainage Contractors”
- “SEO for Plumbers | #1 Plumbing SEO Services | On the Map Inc”
- “SEO Services Plumbers Need Today …”
- “SEO Plumber Pro – Plumbers Only Marketing – be #1 on Google”
- “Guide to Local SEO for Plumbers: 5 Steps to Rank #1 in Google”
What did you notice? There are only two search engine results that include the word “company”—one in the title tag, and the other in the URL.
There are no results that contain the word “best.”This little experiment proves that the era of exact-match keywords is over and there is no need to be obsessed with it anymore.
However, that does not mean you should ignore exact match keywords at all. The point is, even if you use closely related keywords, Google’s RankBrain algorithm is smart enough to understand what is the page is about provided it is relevant.
By this time, you have probably acquired a good understanding of on-page optimization. It’s not a rocket science, but making a mistake here could prove to be damaging.
In the coming section, we will reveal how you can benefit from keywords research. This is a very important concept that will propel you onward in your million-dollar journey.
Plumbing and HVAC – How to Find Keyword Ideas
Now that you understand the importance of keywords, let us get down to brass tacks.
In this section, we will show you how to find keyword ideas related to the plumbing and HVAC business so that you can incorporate them into your website.
We will use a number of different methods to uncover those keywords that are most relevant to you.
Jot Down Some Topics
The first step to finding keyword ideas is to jot down a list of topics related to your sector or domain with the help of some brainstorming.
You will need to create a list of industry-related topics that people usually search for online.
Since you run a plumbing and HVAC business, these could be some of the topics on your list:
It is important to understand that these are not keywords. These are broadtopics noted down by you which will help you hone in on your actual keywords.
Google Auto Suggest
Type each of these topics into the Google search bar to see what suggestions it comes up with.
Let’s say we type the word “heating.”
You can see from the image above that Google Auto Suggest immediately supplies a list of related keywords which you can add to your list.
There will be many keywords, some of which won’t be connected to your industry. Pick only those keywords that are relevant to your business.
For instance, terms like “heating and cooling,” “heating and air-conditioning,” and “heating and cooling near me” in the image above are related to the HVAC domain, but “heating pad” and “heating blanket” are not.
Google Related Searches
Google’s Related Searches is another great place to tap to get keywords.
This is the section that appears at the bottom of the page below the search results.
Let us see what happens when we type the word “heating” in the search bar.
Google suggests additional keywords when you scroll down. Pick the terms and phrases that relate to your business and add them to your list.
Auto Suggest and Related Search are excellent keyword sources since Google itself is providing them to you.
Wikipedia can be useful when you are conducting keyword research. After all, it has tons of articles on every conceivable subject.
Open the home page of Wikipedia and type in a related topic. This will take you to the Wikipedia entry on that topic.
For instance, typing “HVAC”will take you to this page:
Scroll down to the Contents section just below the introduction.
It is a treasure trove of keywords.
For instance, words like “refrigeration cycle,” “dehumidification,”“maintenance,” “energy efficiency” and so on are valuable keywords you could use liberally in your website.
Sometimes, it is a good idea to click on related topics listed next to the subheads to discover even more keywords. Let us click the term “central heating” below.
Here is what it displays:
You can find additional keywords related to HVAC in the Contents section of this page.
You can also find many keywords on industry-specific forums.
Go to the Google search page and type in the topic along with the word “forum.” You will get a list of all forums related to the topic.
Let’s type in “HVAC forum”.
If we click on the first result above it will take us to this page:
Scroll down to view the list of chatrooms. These chatrooms can also be a valuable guide to keywords.
You may also click on some of the threads to expand your list of keywords.
With discussions on almost everything under the sun, Quora is another valuable keyword resource you can tap for your SEO.
Let us take the example of “air conditioning.”
Searching for “air conditioning” on Quora will lead to a page like this with lots of questions and answers.
These questions contain important keywords people often use while performing AC-related searches online.
For instance, in the image below, you can spot keywords like “outdoor unit,” “split air conditioner,”and “best air conditioner” which can be included in your list.
Further, typing these keywords on Google will allow you to discover even more keywords to add to your list.
Quora is a great source for high-conversion keywords.
To find high-conversion keywords, scroll down the list of questions and look for those that indicate that the user is close to purchase.
For instance, the question “How can we move a split A/C without leaking the gas?” indicates greater need for a service compared to the next question (“Why do appliances made today not last as long as appliances made 30+ years ago?”).
The first question offers a conversion-focused long-tail keyword like “move a split A/C without leaking the gas” which prospective customers are likely to use.
Besides, clicking “more” will take you to the answers page where you can find other related queries and hence more conversion-focused keyword ideas (see image below, right-hand side).
Reddit is another rich source of keywords for SEO. It can be a hidden goldmine. Go to the Reddit home page and type in the topic of your choice.
You will find many discussions on the topic which offer great keyword ideas. For instance, the first post below reveals the keyword “drainage problems” and the second post suggests “drainage issues.”
You may click on those posts that are closely related to your business for an extended list of keywords from Reddit.
Most people use Google Trends to check out the popularity of various terms and topics, but did you know it can also help with keyword ideas?
Let’s type the word “toilet repair” into the search bar.
Google Trends will display its popularity using a graph.
The graph reveals whether the interest in the term is increasing, decreasing, or stable.
In the example above, Google Trends indicates that interest in the keyword “toilet repair” has been more or less stable in the past five years. Hence, it is a good idea to proceed with the keyword.
Google Trends also suggests related keywords upon scrolling down.
You could incorporate the best ones for your business into your list if they aren’t there already.
You can also view the popularity of each keyword by region and subregion to help you fine-tune your keyword strategy.
Ubersuggest is a free tool that derives its results from Google’s Auto Suggest feature but presents the data with much more information.
Here is what the interface looks like:
You can also find keyword ideas and content ideas using this tool.
SEMrush is a paid tool that is highly popular in the SEO industry because it speeds up your work. It does so by eliminating the need for typing each and every keyword separately on the interface.
SEMrush works by evaluating entire websites for keywords it is ranking for.
All you need to do is feed in the URL and the results will be displayed on your screen.
This is another great paid tool for keyword research.
Type in a keyword into the search box and the tool will do the rest.
The tool has options for Keyword Suggestion, competition research (Keyword Spy), Keyword Analyzer, and so on.
Plumbing and HVAC – How to Optimize Content Around Keywords
Now that your keyword research is complete, it is time to start putting those terms you so painstakingly collected to good use.
The first step is to optimize your website for the main keyword.
Once that’s done, don’t stop there.
It is also important to optimize your page around synonyms and related words/phrases to attract more site traffic.
For example, if your main keyword is “plumbing services in Miami” then you should also optimize your website for related search terms such as “plumber in Miami beach,” “plumbing services in Miami,” “plumbing contractors Miami,” and so on.
Factoring in Searcher Intent
Good optimization requires you to pay careful attention to the intention with which a searcher is likely to use a particular keyword. This is called “searcher intent.”
There are four main categories of searcher intent:
1. Navigational – where the user performs a search with the intent of finding something that is highly specific. E.g.: “Twitter,”“LinkedIn,” “John Snow Plumbers” etc.
2. Informational – where the user is seeking general information. E.g.: “How to fix AC motor” and “How to reroute a plumbing pipe.”
3. Commercial – general queries related to products and services. E.g.: “Best AC brands,” “plumbing kit.”
4. Transactional – where the user is likely to make a purchase shortly. E.g.: “Carrier AC best price” or “Trane HVAC dealers.”
While optimizing your website for keywords, it is best to eliminate keywords with “navigational” search intent since they are likely to lead to negligible boost in traffic to your website.
That’s because people who search for terms like “Twitter” “LinkedIn” or “John Snow Plumbers” are likely looking for that particular website and not pages/reviews/articles associated with them.
On the other hand, optimizing your content for the “informational” search intent category can help you get noticed by users who may avail of your servicesat a later date.
Optimizing for Informational Search Intent
While optimizing your website for keywords, it is natural to focus on those ones that are more likely to lead to a sale (e.g. “plumber near me,” “plumbing contractors Miami” etc.).
However, it is a big mistake to focus solely on those keywords at the cost of the rest.
There are many keywords which, while not leading to animmediate sale, could help in relationship-building with the customer.
Since these customers are already familiar with your content (and hence your business), there is a strong chance that they will approach you when they need a related servicethe next time.
That is why it important to focus on keywords from the informational search intent category.They may not lead to an immediate sale but have the potential to lead to many future ones.
Examples of informational search intent keywords in the plumbing and HVAC industry include:
- How to fix AC unit
- How to fix a kitchen faucet/sink
- Why is my heating not working, and so on.
How to Map Keywords
Simply put, keyword mapping is the process of planning which keyword to assign to which page of a website.
It is the process of clubbing together relevant keywords so that the correct pages show up on searches.
After the keyword research process is over, you will have a list of different keywords. Some topics may have more keywords while others may have less.
For example, say you have a page on “commercial plumbing” for which you have 100 keywords. From a practical standpoint, it is impossible to include all 100 keywords on a single page.
In this situation, the number of keywords to include on the page will be decided by the client in consultation with the SEO expert.
Once the number has been finalized, the SEO expert will create a carefully-planned combination of keywords for the page so that it looks natural and yet makes sense from an SEO perspective.
For instance, they may use a combination of 2-3 primary keywords (“plumbers and HVAC experts,”“plumbing services,” “HVAC experts”), a few secondary keywords(“plumbing contractors in Miami,” “cooling experts in Miami”) and some long-tail keywords (“how to fix a plumbing leak in the kitchen”).
All these keywords will be incorporated on the page. But what happens to the remaining keywords?
Based on discussions between the client and the SEO expert, the remaining keywords are bunched off into related groups and new pages or blogs are planned around them.
These blogs, then, are linked back to the original page to boost its ranking. This ensures that the extra keywords are not wasted.
For example, if you have written 10 blogs on “commercial plumbing” due to the availability of excess keywords, each one should link back to the original page so that its ranking can get a boost.
The SEO expert will also use primary keywords in the URL and header tags to drive the ranking of your page.
There is an interesting detail I will reveal here which you may not find elsewhere.
Based on our experience, we have noticed that keywords used in the first line of a paragraph or at the end below the last paragraph of the copy leads to a significant boost in terms of ranking for that word.
Lastly, it is important to remember that it’s not enough to solely focus on keywords.
The Google algorithm has become sophisticated enough to assess the quality of content which has become an important factor in search rankings.
That’s why you should try and strive for high-quality content.
Plumbing & HVAC – Off Page Optimization
Link-building is the most important part of off-page optimization.
However, it is also extremely challenging. That’s because it depends on a whole gamut of factors many of which are beyond your control.
In this section, we will cover the following topics:
- What is off-page optimization and why is it important for local businesses?
- How to perform backlinks analysis.
- How to create a great link-building strategy.
- Things to consider while building links.
This will help you understand how to boost your Google ranking with the help of off-page SEO.
Off-Page Optimization Basics
In the earlier section we learnt about the basics of on-page optimization including keyword research, titles, headers, and meta tags. Now we will proceed to the next stage—i.e., off-page optimization.
We will deal with the fundamentals of off-page optimization with a special focus on link-building. You will get to know everything about off-page SEO—from how to conduct a backlinks analysis, to implementing a successful off-page optimization strategy.
What is Off-Page Optimization?
We noted earlier that there are three main parts to SEO—on-page optimization, off-page optimization, and technical SEO.
Off-page optimization refers to those activities that are carried out outside the website with the goal of boosting search rankings.
These actions are performed on websites other than your own to result in higher rankings.
Why is Off-Page Optimization Important for Plumbing and HVAC Businesses?
Google ranks pages based on many factors and one of them is quality and credibility.
It determines credibility on the basis of the number of links your pages receive from other (reliable) websites.
This makes off-page optimization extremely important for all businesses including plumbing and HVAC.
Strong off-page optimization can help you boost your search engine ranking considerably and lead to more traffic and higher business revenue.
How to Perform a Backlinks Analysis
A backlinks analysis reveals important information about the quantity and quality of backlinks to your site. It can help you identify links from dubious websites so that you can disable them before they negatively impact your ranking.
Let’s understand backlinks analysis with the help of an example. We will use the Ahrefs.com’s audit tool for this purpose.
Apart from Ahrefs, there are other backlink analysis tools such as Majestic SEO, Open Site Explorer, and Google Search Console which also perform the same function.But Ahrefs is the most popular.
Let’s compare the backlinks of two different websites for the search term “plumbing contractors in New York.”
We will choose one website with a high SERP ranking and the other with a low ranking to find out whether their respective positions have anything to do with backlinks.
- www.fredsmithplumbing.com (appears on the first page of search results)
- www.allcountycorp.com (appears on the fourth page of search results)
Let’s find out what the Ahref backlink analysis tool reveals about these websites.
As you can see, Company 1 has a URL rating of 32 vis-à-vis 10 for Company 2. URL rating is a metric used by Ahrefs to measure the strength of a backlink profile.
Company 1 outperforms Company 2 on each and every parameter including domain rating. The number of ‘do-follow’ backlinks and referring domains are also more for Company 1 than Company 2.
‘Do-follow’ (link juice flows from higher DA website to a lower DA website. However, in No-follow links, this is not the case. But having even no-follow links from highly reputed websites such as Wikipedia matters a lot ) links are those that allow search engine crawlers to follow the links, resulting in a boost for the backlinked page.
The above example reveals how Company 1 has stolen a march over Company 2 with some smart backlinking. No wonder Company 2 is languishing on page 4 of Google while Company 1 is getting all the traffic.
4 Actionable Link-Building Strategies
Say you’ve performed a backlinks analysis of your own website and realized that its profile is weak. What should you do to strengthen it?
Guest blogging is one way for businesses to increase the number of backlinks. Though it is a lengthy and time-consuming process, it is one of the most popular methods to acquire backlinks since it delivers solid results.
Guest blogging involves persuading the editor of a website/blogging platform to carry your article.Naturally, your copy will have several links pointing back to your website.
Say you have written an article, “Spring cleaning tips for your home’s plumbing and pipes.” Here is a step-by-step process to get it published on a credible website.
1. Searching for an appropriate platform
Google can be useful here. Try typing in “blogs accepting guest posts” or related terms to hone in on leads. Twitter is another place that may offer important clues. Go to industry-related accounts and review the list of followers. Visit their websites to see if they have blogs and accept guest posts.
2. Understanding the rules
Choose only credible websites. See if they accept the sort of post you’ve written. Find out about word counts, rules concerning the use of images etc. Don’t forget to review their backlinks policy.
3. Writing to the editor
You need to find out the editor’s email so that you can send your article. VoilaNorbert.com and Hunter.io are some helpful resources for this purpose. Write a short cover letter and attach your article. Since these are extremely busy people, you may need to remind them two or three times before they respond to your mail.
4. Post-publishing process
Once the article has been published, create social media posts around the article so that it receives adequate publicity. Don’t forget to write a thank-you note to the editor/moderator informing them of the steps you are taking to promote the copy.
Things to Consider While Building Links
- Your links should come from authoritative and credible websites – links from dubious websites may reduce your ranking. Disable low quality links.
- Try to obtain do-follow links .
- Donot buy links – it is a violation of Google’s Webmaster Guidelines.
- Factor in link velocity. ‘Link velocity’ refers to the rate of growth of backlinks. If the link velocity is too high compared to the rate of posting new content, Google is going to flag it and this may affect your ranking.
- Ensure you do not get too many links from the same IP address – it could indicate that these are obtained through link networks and your site will be marked ‘suspicious.’
Poor Technical SEO
Irrespective of how good the quality of your content is, you will not be able to achieve a good search engine ranking without good technical SEO.
In this section, we will cover the most important aspects of technical SEO. We will discuss the following topics:
- What is technical SEO?
- Why is technical SEO important
- Technical SEO tips
Let’s start the journey!
What is Technical SEO?
Put simply, technical SEO refers to the process of carrying out changes on a page using any method that is sufficiently technical in nature with the objective of boosting your page’s Google ranking.
It deals with optimizations that make it easier for Google’s crawlers to find your page, index your page, render your page, understand the content of your page, and so on.
It is a constantly evolving discipline. That’s because Google is always making changes to its search algorithm, making it necessary for technical SEO to keep up.
Why Technical SEO Matters
Without good technical SEO, all the other optimizations you have performed will fail to show results.
Here is a list of some of them:
- Improving site speed
- Removing code bloat
- Implementing a responsive design
- Improving crawlability and indexation
Technical SEO Tips
Here is a list of 10 technical SEO tips which can improve the ranking of your site on Google.
1. Mobile friendly website
Google tends to like mobile-friendly websites more than others and ranks them higher. Audit your website for mobile-friendliness using free tools like Google’s Mobile-Friendly Test or HubSpot’s Website Grader. Google’s mobile-first indexing is also set to favor mobile friendly websites over others.
2. XML Sitemap
These help Google crawlers find and index your pages. Create one if you haven’tdone it yet. Don’t forget to optimize your XML Sitemap by highlighting the important pages. Have a big website with over 50,000 pages? Try dynamic XML sitemaps.
3. Page load speed
Google will penalize your site if the page load speed is low. In other words, it will rank other pages before yourseven if it is more relevant to the search query. Steps to take include optimizing images on the website, enabling browser caching, and reducing server response time.
4. Run a regular audit
It’s vital to run a weekly SEO audit if you are serious about your site’s search rankingto identify and fix periodic issues. SEMrush is a great tool for this purpose. A periodic audit will allow you to spot errors, rectify them, and maintain proper website health.
5. Optimize internal links
Internal links may not have the same value as external links but they are important nonetheless. A crucial function of internal links is to help search engine crawlers understand the information hierarchy and site architecture on your website. Highlight the right keywords in the anchor text to optimize internal links.
6. Use the right keywords in image alt text
Google interprets images with the help of file names and image alt text. Using the right keywords in the alt text helps optimize your page. However, you need to ensure that you’re not stuffing it with keywords.
7. Avoiding duplicate content issues
SEMrush can help you identify and resolve the issue of duplicate content. In places where duplicate content can’t be avoided, use canonical URLs.
Canonical URLs indicate to search engine crawlers that certain URLs are the same. It allows you to duplicate content without lowering your ranking.
8. SSL Certificate
Installing an SSL certificate for your website will push up your ranking since site security has become an important issue for Google. SSL certificates have been used for ranking since 2014. If you don’t have it, you need to get one soon.
9. Checking crawl errors in Google Search Console
Doing this once a week will keep your website in top shape from the point of view of SEO. This is also a good time to check whether the Robot.txt file is preventing crawlers from accessing any of your important pages.
10. Using Google AMP
AMP, or Accelerated Mobile Pages, help your pages load much faster on mobile devices. The company has been encouraging its use in recent times. Pages with AMP are also highlighted on the search results. However, there has been no official word from Google about it affecting your search ranking.
No Local SEO
Run a local business?
You’ll need to optimize your pages for local SEO.
In this section, we will discuss how to rank your business on local SEO.
We will cover the following topics:
- What is local SEO and why it’s important
- The different components of local SEO
- Local SEO tips
Let’s get going!
What Is Local SEO and Why Is It Important?
Have you ever carried out a local search?
My bet is that you have.
Local searches are a question posted on Google which ends with the words “near me” or related phrases or mentions a specific neighborhood. Here are some examples:
- Plumbing contractors near me
- HVAC experts in my area
- Cheap plumber Staten Island
- Cooling experts in Malibu CA
When a person performs a local search, Google supplies them with three types of listings—ads, a three-pack local listing, and the organic search result listings.
Local SEO helps your website break into the three-pack listing as well as the organic search results.
This is important because it displays your pages to people who are looking for plumbing and HVAC services in your neighborhood.
Optimizing for local search means having your business displayed prominently on the screen of such customers.
Conversely, neglecting local search may mean losing customers to those business rivals whose pages rank above yours.
The Different Components of Local SEO
Local SEO consists of two major components—Google My Business page optimization, and Google Maps optimization.
1. Google My Business Page Optimization
If you own an HVAC and plumbing business, you should claim your Google My Business page and fill in necessary details such as an address, contact number, hours of work, etc. so that Google displays it in the three-pack listing whenever a relevant search query comes along.
2. Google Maps Optimization
Google Maps optimization enables customers to find out where you are located and reach your workshop. Optimizing the two key elements of local SEO, Google Maps and Google My Business, can get you many more customers and push your sales through the roof!
How to Perform Google My Business Page Optimization for Plumbing and HVAC Businesses
1. Claiming Your Google My Business Page
This is a step-by-step process. Open a Google account for your plumbing and HVAC business, enter the name of your company, select type of business, and feed in your address and phone number.
You will find an option that says, “I deliver goods and services to my customers.”Since it is a plumbing and HVAC business, you should check this box and select the delivery areas.
2. Verifying Your Business
You can verify your business by postcard, phone, email, instant verification or bulk verification.
Remember, not all businesses are eligible for all types of verification. Look up the page to see what types of verification you are eligible for.
3.Optimizing Your Google My Business Page Listing
Open the Google My Business page dashboard. You will be prompted for several details related to your business such as work hours, store code, website, labels etc.
Fill in as much information as you can. There is also a section for photos and videos.
Bonus Tip: Surveys suggest that businesses with photos receive up to 35% more clicks than business that don’t upload them.
Once your page is set up, Google will ask your customers for reviews of your business. Get in touch with happy customers and ask them for reviews.
Once it’s all done, this is how your page will appear to readers:
You can also download the Google My Business app and use it to update your information, upload pictures, and view search metrics.
5 Local SEO Tips
Once you’ve created and optimized your local business HVAC page, don’t stop there. Follow these tips to keep improving your page so that Google continues to give you high rankings.
1. Regular reviews
This is important not only from an SEO perspective, but also to get more customers.
One study suggests that 85% customers take online reviews as seriously as personal recommendations.
The best way to get good reviews is to get in touch with some happy customers and ask them for feedback.
2. Optimize for voice search
With voice search only growing, it makes sense to optimize your website for it. Find out how customers perform local searches using voice.
For instance, you could optimize your website for long-tail keywords since people use them frequently during voice search.
3. Optimize for local keywords
Since yours is a local business, it makes sense to optimize your website for local keywords. You can hone in on these using Google Keyword Planner which allows you to filter keywords by location.
Once you’ve found them, incorporate them into your title, tags, meta description and body copy.
4. Location and ‘About Us’ pages
If your HVAC and plumbing business has multiple branches in a single area, it is essential to create separate location pages with information such as name, address, phone number, separate descriptions, testimonials, and Google Maps locations. A business with a single location should have an “About Us” page that is relevant to a local audience.
5. Online Business Directories
There are many online business directories such as Yelp, MapQuest, and YellowPages which contain information about local businesses.
Try and get your company registered with these. Apart from giving your business more visibility, it will also boost your SEO. This topic will be covered in detail in the next section.