When it comes to local search, HVAC SEO is extremely competitive. To beat your competition online, you need to be as strategic as possible with your search marketing. Lets be honest, most HVAC companies have a website, a Google maps listing and maybe a Facebook page with little to no activity, and not much else.
While this is a good starting point, there is more work to be done.
Plan Your HVAC SEO Accordingly
“If you fail to plan, you are planning to fail.”
Preparation is key to a successful HVAC SEO strategy. When it comes to improving your HVAC company’s SEO, you need to perform an audit or assessment. This will help you gauge how well your SEO currently is doing, where you can improve, what other HVAC contractors are doing, and what you’re doing better than your competition so you can stay ahead.
In my experience working with HVAC contractors to improve their SEO, there is one common theme that we can all agree one…generating more quality leads. This is the lifeblood of any HVAC business. While most HVAC companies want this as the result, they don’t know what steps to take to get there.
One of the best recommendations I can offer is to use slow seasons to make sure everything is properly organized on your site: use the spring to prepare for air conditioning in the summer and the fall for future heating in the winter (depending on location).
Optimize Website HVAC Content
Properly optimizing your site’s content is a very easy way to not only help improve rankings, but will allow searchers to find the information they are looking for efficiently. On-page SEO is only part of the puzzle when it comes to a properly managed HVAC SEO campaign, but if done right, can be extremely effective.
HVAC service companies struggle in this area because they are not familiar with how to attract customers online, or do not have the resources to do so.
Here are a few quick tips for optimizing the content on your HVAC site:
- Perform keyword research – looking into search volume and trends in HVAC keywords is a huge first step in planning your site’s content. A great place to start would be looking into the top 100 hvac keywords
- Optimize On-page elements – Add services offered in page titles, H1’s, body content, alt tags
- Proper interlinking between pages – link to other pages where appropriate to help site crawling and user experience
- Messaging – while this isn’t exactly an SEO item, it helps with search and user experience to generate more leads. Too many HVAC sites are thin in content and their messaging is all over the place
- Offer coupons – customers love saving money on all home services, and in my experience, HVAC companies who offer coupons on their site generate more leads
- Call to actions – Adding call to action terms or even buttons helps guide the user to do what you want them to. Common call to actions on pages include “Call Now”, “Get A Free HVAC Service Estimate Today”, or something along those lines.
Add Schema Markup To Your Site
Outside of standard basic SEO practices to improve rankings Schema markup is an often over looked form of improving your page’s on-page SEO. More often than not, many HVAC contractors fail to implement Schema markup on their sites.
What is Schema? Schema is a form microdata that provides search engines additional information about your site as well as your company. By adding Schema to your site, you allow for more information to be processed including:
- Business name
- Business address
- Payment options
- Customer reviews
- The creation of visually appealing search results
- much more
Schema can be what helps make or break your HVAC site’s rankings.
Learn more about HVAC Schema Markup and all the areas it can help provide more detail about your business.
Improve Your Backlink Profile
Local SEO is the name of the game, and when it comes to improving your sites rankings, links are still a very important factor in search. Building backlinks to your site can be a daunting task, but doesn’t have to be for local service businesses such as HVAC contractors. The key to obtaining links to your site is to focus on the easy wins first.
Here are a few suggestions to getting quality backlinks to your HVAC site:
- Get Hyperlocal – focus on your hometown first then expand. You want to be known in your hometown before focusing on other towns
- Sponsorships – sponsor town events, local colleges, little leagues, etc. These links are very high quality and will certainly help you boost your local rankings.
- Local chambers of commerce sites – Chamber links come at a cost, which is usually a membership to the local chamber. Despite the cost, this can offer a great ROI
- Regional service directories – If there are regional or even town directories about your service, this would be a decent link to get. While some will argue directories are not good for link building, I think they are fine as long as they are local or relevant to your service.
Create or Improve Local Listings
The sole focus for any HVAC contractor is to generate more leads in the area that they serve. The best way of doing this is by utilizing the local listings and citation websites.
Local listings and citations are a great way to improve your HVAC company’s search visibility, especially locally. With the use of platforms such as Google My Business, Bing Places, Yelp, Yellow Pages, and much more, you can help potential customers looking for your HVAC services find you, and learn more about your company.
When working on improving local listings it is important to keep all your name, address, and phone number info (NAP) accurate. Google weighs this as a local search factor, and if your NAP information is off, you can potentially rank lower and lose out on leads.
Google My Business
Utilizing Google My Business is one of the most effective ways to help drive more leads locally. Seeing as Heating and air conditioning services are as competitive as they are, being found in the 3 pack is highly critical. The companies showing in the 3 pack generate more clicks and phone calls than those ranking well organically.
As you can see from the above examples for the search “hvac repair stamford ct” these companies have properly set up listings, and are ranking in the top 3. The 3 hvac contractors here will get the vast majority of the clicks and more than likely, generate the most leads in the area.
It is essential for heating and air conditioning companies to display in the map pack for both exposure as well as branding.
After getting started with Google My Business, it is always a good idea to track your listing’s progress to see how much traffic it is bringing to your site. This can help you better understand the revenue value of achieving higher rankings.
Using the same example of the search “hvac repair stamford ct”, you will see that Yelp is the 1st organic result.
This is becoming more and more common that listing sites such as Yelp, Angie’s List, and Home Advisor rank above company sites. HVAC contractors under-utilize Yelp offers users the ability to add business listings and generate reviews from customers. Yelp is becoming more widely used by searchers as another tool for assessing a company’s credibility.
Here are examples of HVAC contractors showing up in the Yelp organic results. Just like with the 3 pack, these contractors will generate a great deal of interest from searchers.
By not taking the time to create a Yelp listing can hurt your chances of increasing leads, but lessen your chance of showing up in the Google local pack due to Yelp being a highly authoritative domain.
Create your free Yelp Business account and start getting more leads!
Earn New Business: Get Quality Reviews
Reviews are considered the biggest factor in whether or not a customer will trust you to perform work. This trust needs to be earned before they even talk to you. I have seen countless cases where good companies were denied work because of a couple of bad reviews.
Many customers will often search for “your HVAC company’s reviews”, so it is best to have good reviews everywhere you can.
Here are the biggest areas where you should be focusing your reviews:
- On 3rd party sites such as Google My Business, Yelp and Facebook. These are the major 3rd party sources where customers look for reviews.
- On your own site – add a reviews page to your site and mark it up with schema to show rich snippets (stars in search results). DO NOT ADD 3rd PARTY REVIEWS!
- Genuine – no fake or duplicate reviews
Improve Your Social Media
In most industries, having diversification in social media profiles is usually good, but in the case of HVAC contractors, having a proper Facebook business page is plenty.
Facebook, in my opinion is one of the most under-utilized tools that HVAC contractors are not taking advantage of because more and more people look to Facebook to find home services. Facebook allows you to get reviews from customers, upload images of your work, interact with your customers, make frequent updates, and much more.
While having a company Facebook is good, it is not enough to help you generate more HVAC leads. Here are a handful of quick tips for improving your company’s Facebook page:
- Set up a Facebook business page (if you do not have one already)
- Add pictures of work and describe them
- Post regularly and interact with customers when needed
- Get Reviews
If you currently do not have a Facebook business page, you can start your in only a matter of minutes.
As an HVAC contractor, you have plenty of ways to generate new leads, and by improving your online strategy, you can generate leads for a low cost and a little bit of work.
If you are looking to generate more HVAC leads, contact me today!