Are you running several HVAC campaigns in Google Search? If your business has yet to utilize search engine optimization (SEO), then you’re probably spending more without reaping some of the benefits of free SEO techniques.
SEO is a search marketing technique that uses keywords, links, and citations to freely market your website in search engines. HVAC companies that want to get ahead of the competition need only put a little time and effort into this strategy for more traffic and exposure.
If you haven’t used SEO yet for marketing your HVAC business, there’s a few things you can do get to started quickly that will improve your position in search and make your company more visible on Google Maps.
There are three things to do for HVAC SEO campaigns:
- Create local HVAC SEO pages on your website
- Optimize your Google My Business HVAC profile and Google Map listings
- Build up your NAP citations (Name, Address, Phone Number)
- Bonus! Set up a blog with SEO topics on HVAC and start backlinking or create internal links
HVAC companies can use Google Search and Google Maps to initially grab more traffic from the competition but adding citations also makes it easier for visitors to find your company anywhere they browse for information online. For instance, optimizing your Facebook business page with your NAP information and adding more content can increase your visibility as well.
So how where should you start with SEO for HVAC? Here’s a guide to beginner SEO:
SEO for HVAC: The Beginner’s Guide
We’ll start with directly optimizing your Google profile as this has the most potential to capture local traffic searching for HVAC services in your area.
Note About Keyword Research
In addition, this guide only goes through the main strategies best for HVAC, not including keyword research, which you’ll need to do before going through this guide. Keyword research can be done with tools like Google Ads’ keyword research tool, Wordstream, AHREFs, Moz, SEMrush, or Keywords Everywhere Chrome extension. Once you have a list of keywords that you want to use for SEO, you can add these to your website and Google listings.
Optimize Your HVAC Company Google Listings
If you haven’t already done so, you should add your HVAC company to Google My Business.
- Go here to get setup on Google My Business: www.google.com/business
Note: Once you create an account and set up your profile, you’ll need to verify your business address via a postcard sent to your company address in the mail. This is Google’s verification process, and it takes 7-14 days to receive the postcard and complete verification online. It’s important to use the address of your company when filling out your Google My Business profile.
Once your GMB profile is set up, you should put all the information that you can about your business, using SEO keywords in your profile description, services, and products. You can also add attributes through Google My Business to help customers, as well as add questions and answers related to your keywords.
This is also your local listing or Google Map listing, so make sure that the name, address, and phone number (NAP) is correct. You also should add your hours, COVID-19 restrictions, and any other information that you think your customers will want to know.
Add Local SEO Pages to Your Website
When potential customers search in Google for HVAC services, they’re likely searching either “HVAC repair” or “need HVAC Atlanta,” but in other cases, they may use a voice search with “where to get hvac repair in Atlanta.” If your content doesn’t have these keywords and your competitor does, your site likely won’t rank above the competition.
This all depends on traffic, customer reviews, page speed, and other factors, but it’s important for HVAC companies to create new pages of SEO content. The simplest way to do this is to create local SEO pages based on each area they serve.
For example, if you’re an HVAC company in Atlanta, you probably serve cities, counties, and other locales around the area. You can use local keywords like “HVAC repair Conyers GA” in a new page of content, explaining your services and answering questions around the keyword while including the location in the page title, subheads, and URL of the page.
- New page URL: www.hvaccompany.com/hvac-repair-conyers-ga
- Main Paragraph Title (H1): Top HVAC Repair Service in Conyers, GA
- Subheads (H2, H3, H4): Conyers HVAC Repair Services Available
In the above example, you can see how the keyword is used in the URL, paragraph title (H1), and one subhead, likely an H2. The H2 is a variant of the main keyword, as you want to make sure you are utilizing all keywords with the location.
You can create as many local SEO pages as you need. So, if you service 10 cities or even neighborhood areas, you can use those locations for each page, creating content around that service area.
When creating these pages, never duplicate the content and always use keywords fluidly without stuffing the same keyword over and over. Instead, you’ll use your list of HVAC keywords to create original content.
Add Reputable Citations to Google Search
Citations are helpful for local businesses that want to get more visibility in search engines, but it also adds your HVAC company’s profile to social networks and important service directories like Angie’s List.
An online citation is another SEO technique that develops social media profiles or directory listings around the web that include your company’s NAP and more information as allowed.
Some citations offer more fields and search opportunities than others, and other industry-specific sites may even charge a fee to list your business citation on their directory.
To get started, create citations in the important directories and social networks where your customers are most likely to search for HVAC services:
- Facebook for Business
- Angie’s List
- Local city of commerce directory pages
- Google My Business
When setting up your citation, aside from your business’ NAP (business name, address, phone), here’s the most importation to include, as this is what customers typically search and look for:
- About us
- Location data
- Customer reviews
- Website URLs
- Social media links
- Questions and answers
The about us section is very important and should include your 2 to 3 of your main keywords. You also want to include your value point or mission statement, as well as any location you service.
SEO Blog for HVAC Companies: Should You Create One?
In short, blogging can improve your rank if you have the time to perform keyword research and write on topics related to your HVAC services. If you publish 1 to 2 blogs per week, you can build up a wealth of content that continuously helps your site rank up in Google due to your site being relevant and authoritative in HVAC topics.
As customers search for keywords related to your blog topics or if they see your blogs shared on social media, you’ll build authority and trust as an HVAC leader. This is even more true if you incorporate local SEO topics into your blog, as it’s easier to rank higher when searchers look for local businesses.
The other benefit of blogging is that you can use it for internal linking purposes.
One More Thing…
Once you get beyond these beginner steps to SEO for HVAC, you should also go one further with backlinking.
Backlinking for HVAC Companies
SEO is built on backlinks, as it’s a major ranking signal. You can earn backlinks by getting other websites and blogs to link back to your website. However, Google recognizes when companies pay for these links, so always look for linking opportunities that are really relevant to your business.
Even though this beginner’s guide gave you the three top tips to earn more traffic, backlinks are incredibly important to ranking up in search engines. For local businesses, you can use citations in local city government pages, such as a City Chamber of Commerce business listing page or local press around an event you sponsor.
You may also want to look for guest blogging opportunities on HVAC blogs or local YouTube influencers who can review your services, linking back to your promotional page.