Questions Every HVAC Leader Should Be Asking About SEO In 2024

Written by Matthew Ludden / March 3, 2024 / 14 Minute Read
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Choosing the right HVAC SEO agency questions to power online success. Use these expert-crafted questions to assess their strategies, experience, and fit for your business. Get the answers you need to confidently select a partner for growth.


The Top HVAC SEO Agency Questions To Drive Better Results

When it comes to the world of search engine optimization (SEO), HVAC business leaders need a marketing strategy designed for the HVAC industry.

Consider this: In 2023 alone, Google confirmed 9 updates to its search engine algorithm in 2023 alone.

Did you update your HVAC SEO strategy to keep up?

Industry, consumers and search engines are changing. If HVAC companies don’t partner with the right internet marketing company, you risk falling behind competitors and wasting marketing dollars on SEO services that do not earn results.

At Valve+Meter Performance Marketing, we use research and data analysis to build cutting-edge HVAC SEO marketing. This comprehensive guide is designed to arm you with the essential questions to ask of your own HVAC SEO strategy.

Whether you build your own marketing strategies or consult with professional marketers, ensure you make an informed decision that leads to a successful HVAC SEO campaign now and into the future.

By asking the right questions, you can uncover insights into what marketing services earn results and which SEO services are not powering search results in today’s algorithm and search generative experience (SGE).

Why Is SEO Important for HVAC Companies?

Let’s get the obvious question out of the way. For HVAC contractors looking for insights on how to build HVAC SEO strategies-this is not that article.

Internet marketing transformed how the HVAC industry reaches consumers and commercial clients.

SEO for HVAC companies is vital to success because 97% of internet users discover local businesses through search engines.

Initial digital marketing campaigns for HVAC companies followed a simple script of launching an HVAC website, claiming your Google Business Profile, launching PPC ads, and running an ongoing SEO campaign to attract organic visitors. HVAC SEO services focused on improving your content marketing quality, relevance, and scale.

What happens when every HVAC business website catches up?

For HVAC companies to succeed in today’s digital landscape, leaders need reliable information based on measurable data, actual experience, and expertise in HVAC services.

Local Intent 46%
46% of all internet searches have local intent.
Local Pack 93%
93% of local searches will display the local pack in search results.
Direct Leads 6/10
60% of search users will contact a business directly from search results.

Key Questions to Ask Your HVAC SEO Team

HVAC marketing isn’t guesswork!

While every HVAC contractor has unique goals, measuring SEO success is crucial for sustainable marketing. Without data, you can’t build on what works.

To build a more agile, versatile, and impactful strategy, every HVAC business should be asking yourself and your HVAC SEO team these questions:

Do We Have A Well-Defined SEO Strategy In Place?

Walking in the woods on Saturday afternoons can be fun. For HVAC companies, you need clear direction.

When considering how competitive the HVAC industry has become in the last couple of years, an HVAC SEO agency must be breaking new ground and using technology such as AI and machine learning to create a new approach.

If you are evaluating your marketing agency or strengthening your own team, this question separates novices from experts: What is your approach to HVAC SEO?

Plans Versus Strategies

Most HVAC SEO services amount to plans.

A plan has a limited scope and can be quickly developed to focus on fast quick actions.

A strategy is the entire vision of your business from start to finish.

An HVAC SEO strategy explains how you plan to move from where you are today to where you eventually want to grow.

The best answer to this question is measure results, test new theories based on research, and execute proven strategies efficiently.

SEO for HVAC contractors should include prowess in:

  • On-Page SEO: Optimizing your website content including text, images, videos, and metadata to align with search engine optimization best practices.
  • Content Marketing: Quality of content is imperative as Google and Bing reward people-focused content more than just keywords and domain authority.
  • Local Keyword Research: Search generative experience marks a new horizon for Google. User experiences will be far more personalized. Highly localized content distinguishes your HVAC website and strengthens E-E-A-T in your service area.
  • Off-Page SEO: Any HVAC website can publish generic, low-quality AI assisted content. The past, present, and future of search engine optimization is building backlinks, local citations, and directories like Google Business Profile for HVAC companies.

Why It Matters

If an HVAC SEO agency can’t articulate their strategic approach, that’s a red flag. True experts think beyond just a list of tasks.

  • Avoids Aimless Efforts: A good HVAC SEO strategy isn’t just tactics. It includes understanding the competitive landscape, your target customers, and what differentiates your business.
  • Enables Adaptation: HVAC SEO is dynamic. A well-defined strategy lets you pivot as trends change, unlike rigid “plans” that quickly become outdated.
  • Emphasizes Long-Term Vision: A strategy encompasses your overall business goals, how SEO fits into them, and the specific steps to get there over time.

What a Strong Answer Looks Like

The best HVAC SEO companies balance testing new tactics with consistently doing things that work.

Savvy SEO experts build clear reporting so your HVAC SEO strategy aligns with your goals and sets goals for measuring data, experimentation, and testing new tactics to support your HVAC services.

Online Reviews 99.9%
99.9% of Google users see online reviews.

How Does Local SEO Guide Our HVAC Marketing Strategy?

Local SEO is a crucial component of a comprehensive SEO strategy for HVAC businesses.

As search engines evolve, they increasingly prioritize personalization and E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), which significantly impacts local search visibility.

E-E-A-T As A Local Ranking Factor

Google prioritizes providing users with helpful, reliable results. For local searches, E-E-A-T signals are increasingly important. While these are not direct ranking factors, E-E-A-T informs the concepts that guide users and web crawlers. 

HVAC companies that demonstrate these qualities have an edge over those with generic websites.

While AI tools can generate content, Google values websites rich in human insights and expertise. In its current state, generative AI writing cannot demonstrate human experience.

Here’s how to boost your E-E-A-T for better local rankings:

  • Demonstration Videos: Showcase your work and knowledge in a way text alone cannot.
  • Blog Posts: Share industry insights, answer common customer questions, etc.
  • Reviews & Testimonials: Build trust by encouraging feedback and showcasing positive reviews.
  • User-Generated Content (if relevant): Photos of projects, customer stories, etc., add authenticity.

For your Local HVAC SEO strategy to evolve, high-quality content marketing must merge with technical SEO prowess that drives local visibility.

HVAC Search engine optimization is transforming beyond clicks and leads through your website.

A primary example is how a well-optimized Google Business Profile generates direct leads. As more technologies emerge, zero-click search drives direct results for HVAC businesses with prominent GBP profiles.

Why It Matters

If local HVAC SEO services do not quickly adapt to changes in search engines and consumer behavior, then HVAC companies risk falling behind. A focused local SEO strategy:

  • Connects at the Right Moment: “Near me” and city-specific HVAC searches signal high intent. The searches are on the rise. “Air conditioning repair near me” is searched over 33,000 times each month. Local SEO makes sure you’re visible when people are ready to hire.
  • Builds Trustworthiness: NAP consistency, local reviews, etc., all contribute to E-E-A-T. This matters even more locally, where people often choose businesses with a community reputation. 99.9% of Google users now see online reviews.
  • Adaptability is Key: As zero-click options increase, it’s not enough to just rank high in organic search results. Your information should be formatted so that search engines can easily display as standalone answers.

What A Strong Answer Looks Like

Local SEO should be a core pillar of your overall HVAC marketing, not an afterthought.

To maintain online visibility and gain further momentum, HVAC companies should focus on hyperlocal content, reviews, and local citations.

How Are We Adapting Keyword Research for HVAC Companies?

For HVAC contractors, keywords are easy to understand. Marketing agencies and SEO specialists rely on keywords to explain overall HVAC SEO services and how search engines work.

With AI-powered search, the old rules of HVAC keyword research are changing.

Successful HVAC SEO strategies will now focus on natural language queries, highlighting expertise, and targeting the locations you serve.

SEO for HVAC companies should now consider:

  • Think Like Your Customers: While each of your HVAC services should be highlighted across your main navigation menu and pages, research beyond “AC repairs.”
    What are the questions people ask (“how to tell if my AC needs fixing”)?
  • Localize Thoroughly: Include city names and neighborhoods in your keyword list, not just the broad service area.
    Web browsers like Chrome and Safari, and search engines, offer a more personalized experience to users than ever.
    Demonstrating E-E-A-T that relates directly to users location evolves your HVAC SEO strategy to today’s online search experience.
  • Tools + Human Insight: Use keyword tools to get started, but refine your list to ensure the search intent matches what you truly offer.

Why It Matters

Keyword research tools are helpful, but performance marketing succeeds through measurable, repeatable, and scalable tactics.

Keyword research tools provide a starting point, but success in today’s SEO landscape requires a more strategic approach. Relying solely on general keyword data can have several negative consequences:

  • Attracting the Wrong Audience: Broad keywords may earn impressions and even get clicks, but if people’s search intent doesn’t match your services, it’s wasted effort. (Ex: someone searching “DIY air conditioner fix” is unlikely to hire you).
  • Missing Local Opportunities: HVAC is inherently local. Generic keywords won’t help you stand out in your specific service area.
  • Inefficient Resource Allocation: Time and money spent optimizing for the wrong keyword research hurts your overall marketing ROI.

What A Strong Answer Looks Like

When evaluating SEO for HVAC companies, marketers should be focused on understanding user intent through analyzing your hyperlocal market.

HVAC contractors who adopt a “Hyperlocal Mindset” will find a balance between data and intuition.

Tools are helpful, but a good SEO strategist knows when to trust their knowledge of the industry and adjust their keyword list accordingly.

Personalization 63%
63% of businesses struggle to create personalized content.

Are We Regularly Creating High-Quality Content That Attracts And Engages Our Target Audience?

Consistently producing high-quality content is vital for SEO for HVAC companies. Far from just being about keywords, content builds trust, attracts the right audience, and establishes your business as the go-to expert in your local market.

Service pages, blog posts, videos, and images showcase why HVAC businesses are unique. SEO for HVAC contractors can sometimes become just another tactic, but if a smart SEO company understands your unique value proposition.

HVAC SEO marketing should build people-focused content that:

  • Demonstrates Your Expertise: In-depth articles and videos showcase your knowledge and commitment to customers. This makes it clear you understand your customers’ problems and how to solve them.
    Blogs can benefit SEO services and keyword research while also providing meaningful content to your readers. This fosters trust even before someone picks up the phone.
  • Improves Search Visibility: Content that’s helpful, accurate, and aligns with the way people naturally search helps you organically rank higher in today’s search engines.
    Google search results are more elusive than ever for your HVAC business. If your content has highly-relevant content, you can earn organic results, the local map pack, and even coveted SERP features like people also ask and the knowledge panel.
  • Attracts the Right Audience: Instead of chasing clicks and impressions from anyone, content tailored to your ideal customer’s questions brings in qualified leads who are more likely to convert.
    Your HVAC business doesn’t need leads from across the world or even outside of your service area. Local, personalized content can enrich your entire marketing strategy.

Why It Matters

Content is the foundation of strong SEO. If your strategy is to choose a few relevant keywords and publish a number of blogs each month, then it’s time to redefine SEO. Despite AI technologies, more than 63% of businesses struggle to create personalized content that connects with their audiences (Gartner). Google’s Helpful Content Update rewards content that focuses on people’s interests and online experience.

  • Evolving Content Standards: Generic content risks being ignored by both search engines and your prospective customers. The Helpful Content Update signals a shift towards rewarding expertise and genuine insights.
  • Building Relationships, Not Just Keywords: Your website is more than a lead magnet. It represents the digital face of your HVAC business.
    Quality content fosters trust. The HVAC industry sells comfort and images of your actual team and branded text across your website demonstrate this.
    People are more likely to hire a company they already feel ‘knows’ them through helpful articles and videos.
  • Long-Term SEO Success: While other tactics may offer quick wins, content that keeps people coming back to your site builds sustainable visibility in search results.
    When a local HVAC contractor focuses on brand building, customers are more likely to join maintenance programs and become repeat customers.

What A Strong Answer Looks Like

If an SEO company understands your unique value to customers and your community, they will already have branding built into your SEO strategy.

Content should be tailored to your ideal customer’s pain points, not just what you think they need. Adapting to new search features, using a variety of formats including blog posts, videos, and infographics can attract different audiences.

Consistency is key for on-page SEO. Regular publishing signals to search engines that your site is active and valuable.

Finally, every HVAC company SEO strategy should consider the “Human Touch.” Even with AI tools, search engines and customers can sense the difference between genuine expertise and content churned out for keywords alone.

Are We Tracking Our Website’s Organic Traffic and Search Engine Rankings?

You should be tracking the results of all marketing campaigns. Because SEO is a complex set of tactics, performance can be difficult to quantify.

Tools like Google Analytics and Search Console offer a wealth of data to help you measure progress.

These core metrics should be monitored regularly:

  • Organic Traffic: Is the number of visitors from search engines (not ads or social media) increasing over time?
  • Search Rankings: Are you improving positions for the keywords that matter to your business?
  • Conversion Rates: Even if traffic is up, are those visitors then calling, filling out forms, etc., on your website?

Why It Matters

Tracking the right metrics is the only way to know if your SEO efforts are paying off, and to identify areas for improvement.

Every business has unique goals including increasing overall website traffic, converting leads, and boosting online brand presence.

Measuring the right results improves your strategy building and execution through:

  • Data-Driven Decisions: Creating systems and structures for measuring and testing SEO tactics helps to build repeatable and scalable strategies.
  • Identified Problem Areas: Maybe you’re ranking well, but have a low conversion rate – this highlights the need to improve your website itself including calls-to-action, forms, and other services.
  • Demonstrates ROMS: Tracking results makes it easier to determine your SEO investment in terms of return on marketing spend (ROMS).

What A Strong Answer Looks Like

HVAC SEO services can vary in scope and scale. A small HVAC company has a different strategy than a larger regional brand expanding into new markets.

Every HVAC SEO strategist should consider in the current state of the industry that exact data points deliver results.

Are the metrics you measure tied to the overall business objectives of the HVAC company or just vanity SEO metrics?

Why Trust Valve+Meter?

Valve+Meter provides more than an SEO and digital marketing strategy. Our team creates a new perspective on marketing.

With data-driven marketing, we break the inertia in business ranging from home service companies to global B2B brands. Our team studies trends in search engines, emerging technology and user behavior to give our partners predictable results.

With hundreds of relationships across the HVAC industry, our team understands the nuances and challenges contractors face everyday.

Ultimately, everything is a hypothesis.

Asking hard questions creates new opportunities.

A strong partnership with a data-driven SEO team can be the catalyst for achieving your digital marketing goals and thriving in the competitive HVAC industry.

To discover more questions or find some answers about your HVAC company SEO, connect with our team.

Interested In A Free Marketing Assessment?

Get Started Today

Frequently Asked Questions

When it comes to search engine optimization, patience is key.

Typically, HVAC businesses can start seeing noticeable improvements in their search engine rankings and website traffic within 3 to 6 months. However, this timeline can vary based on several factors, including your investment in HVAC SEO services, the competitiveness of your local market, the current state of your website, the scope of your HVAC services, and the effectiveness of your SEO strategy.

It’s important to remember that SEO is a long-term investment, and consistent efforts over time are crucial for achieving and maintaining strong results.

HVAC SEO integrates seamlessly into website content and your overall marketing strategy. High-quality content and effective SEO builds exponentially over time.

It’s a common question, but the truth is, no HVAC SEO strategy can guarantee first-page rankings on Google.

Search engine algorithms are complex and constantly evolving, making accurate rankings impossible to predict.

Furthermore, search engine results pages (SERPs) are dynamic and unique based on the users location, interests, and intent.

What an experienced SEO agency can do, however, is implement proven strategies and best practices to significantly improve your chances of ranking high in search results.

The focus should be on steady, long-term growth rather than quick, unreliable guarantees.

Managing SEO for HVAC businesses with multiple locations requires a strategic approach.

It involves creating separate, optimized pages for each location on your website, ensuring that each page contains unique and relevant content, including the specific services offered, address, and contact details for that location.

Subdomains are typically the best strategy to keep on-page, off-page, and technical SEO silos separated for each location. The overall strength of the primary domain reinforces SEO services across all locations.

Additionally, it’s important to claim and optimize a Google Business Profile for each location, as this helps improve local search visibility.

The goal is to provide clear, location-specific information to both search engines and potential customers, making it easier for them to find the services they need in their area.