For companies that serve a specific region, Search Engine Optimization (SEO) must focus on creating content and executing technical strategies that rank high in local organic searches. More than 75% of all purchase decisions begin with Google searches. While you can pay for ads on search engine results pages, statistics show that the vast majority of people prefer to click through native results. When your business relies on reaching new customers, Google rankings are vital to this success. This is even more important for local search terms that use transactional keywords. A local SEO campaign can increase your visibility in Google search results and, when executed intelligently, save you a tremendous amount of money and effort.
A clear example of how a local business succeeds with SEO is HVAC websites. An HVAC contractor needs to be relevant for searches within a limited area. Instead of competing for broad HVAC keywords and analyzing your HVAC company against every HVAC website, a local SEO strategy considers your visibility in the area you serve. Online visibility is only adequate if you can serve potential customers.
To put it clearly, your business listings are only relevant to the leads you can serve. An HVAC contractor in Pittsburgh will not install air conditioning in a home in Dallas.
Executing local SEO for HVAC companies and other small to medium-sized businesses is a specialty of Valve+Meter Performance Marketing. Our team of SEO specialists and content writers use cutting-edge techniques and data to ensure that you’re getting good traffic to your website and the local traffic you need.
When all your potential customers live within your company’s service areas, your HVAC keyword research, technical SEO, website structure, and even your understanding of Google search are unique.
8 Key Strategies to Win Local SEO
Google does not publish ranking factors and algorithms are constantly changing. However, there are some general best practices and principles that can help improve a website’s search engine optimization (SEO) and increase its chances of ranking higher in Google search results. Strategies to win local SEO include:
- Create a Google Business Profile (GBP)
- Obtain reviews
- Create content for each area your serve
- Write helpful blog content centered around high search volume keywords
- Perform on-page keyword optimization
- Join high domain authority directories
- Perform link building
- Conduct a technical SEO analysis
Creating high-quality content that is helpful and people-focused can help your website reach a more relevant audience. For local SEO, you should prioritize distance, relevance, and prominence. Distance refers to clearly stating where you offer products and services. Relevance clearly states what you do or the services you offer. Prominence describes scaling all your marketing efforts into a continuous local SEO campaign. You will succeed in search results when you create great content that provides solutions for people in the area you serve.
Search engine optimization is not a magic wand. It is a logical and accurate proclamation of who you are, what you do, and who you help. Local search engine optimization is even more specific. For an HVAC website should state, your HVAC business installs, maintains, and repairs air conditioning and heating in your hometown. When local homeowners seek HVAC services you are more likely to rank in Google search.
There is far more nuance to understanding the best SEO for HVAC companies, though. Local SEO for HVAC includes optimizing Google Business Profile, Google maps, online directory citations, link building, continuous technical SEO analysis, and fresh content across all your digital media.
Create a Google Business Profile
A Google Business Profile (GBP) is one of the most important things that HVAC businesses can do in attempting to increase local traffic. Formerly known as Google My Business or a GMB listing, Google Business Profiles are often the first contact point for potential customers. Since you never get a second chance to make a first impression, your GBP is more important than your HVAC company homepage. When you properly optimize and manage this business listing, local searches will display readers with your phone number, website url, address, hours of operation, and all of the services you provide. The more rich and accurate your GBP is, the more likely you are to appear in local Google search rankings for HVAC contractors.
Maintaining your profile includes consistently posting to your profile. These posts provide updates on products or events to keep searchers aware of everything happening at your HVAC company. Aim to post at least once a week to show Google that your profile is remaining active. This free business listing can link to most important web pages and dramatically increase your online visibility.
For many small to medium sized businesses with a single location or a regional service area, the vast majority of organic traffic will result from appearing in either the local pack in Google maps or in native search results. A strong GBP gives you the chance to appear in both local map results.
Ask Customers for Reviews
Few things are more relevant and important to searchers looking for a local product or service than company reviews. In fact, 93% of searches will look for reviews of a product, service, or business before taking the next steps. HVAC contractors are always looking for ways to stand out amongst the competition, so it’s incredibly important that your business is getting a steady flow of high-quality reviews from previous customers.
Not only do searchers rely on reviews, but search engines also place high importance on reviews when ranking websites within the local search engine results pages (SERPs) for a given keyword. Google, for example, would rather rank a company with 500 high-quality reviews across their Google Business Profile, rather than one with 100, as they’ll believe the first company to be more authoritative than the second. As part of your HVAC SEO strategy, you should be trying to reel in as many reviews as possible.
After a customer has had service performed by your company, provide them with incentives to leave your company a review. Something as simple as a free second opinion, for example, could be enough to incentivize previous customers to leave a review. This also enhances your Google Business Profile (GBP) and helps you stand out from other competitors in the local pack.
Create Content for Service Areas
Local SEO on your website should include stating the areas your HVAC services are available. Service area pages are great ways to increase local traffic for HVAC companies. You should create separate service area pages for each location that you serve. For some local businesses, you can create an SEO strategy that serves specific counties or cities. For HVAC companies that are located in densely populated areas, you may pinpoint specific neighborhoods or even zip codes that you serve. Doing so will increase your ability to rank for your services in each of the locations that you serve.
For example, your customers are likely making local searches like “HVAC services in (city)”. To capture clicks and traffic in those areas, it’s paramount that you build out service area pages for each location where you provide services. This seems simple but there are many types of searches and keyword research reveals there are many target keywords related to HVAC.
At the end of the day, no HVAC businesses have figured out how to offer HVAC services online. This means that when a homeowner has a problem with their heating and cooling system, they need to find a local contractor. When creating pages for each of the HVAC services that your company offers, you make it as easy as possible for your visitors to find you. Again, there is no magic wand to improve SEO ranking for HVAC contractors. People are searching for help and your content provides a solution. Search engine algorithms want to connect people with problems to business with solutions.
Write High-Quality Blog Content
While your pillar pages will likely use transactional keywords to capture the attention of local homeowners, blog content can be a forum for informational content. Blogs play an important role in any HVAC SEO strategy. Creating high-quality blog posts based on solid keyword research can increase organic traffic to your website, allowing Google and other search engines to view your site as more authoritative. The more authoritative your website is, the higher the chances of Google ranking your site for a given local keyword you’re targeting.
Additionally, creating quality blog content will make it easier to gain backlinks. If other readers find your content helpful, they can provide a backlink from their content to yours. Google essentially reads this as a vote of confidence between two websites, helping to improve the overall authority of your domain and making it easier to rank within the local search results.
Perform Keyword Optimization
On page optimization refers to creating fresh content across your web pages. Optimizing your content around a certain keyword is crucial for helping it rank well. Begin by performing keyword research around the keyword you want to target. From there, create a list of supporting target keywords to include in your content.
Once a list has been created, you can begin implementing them throughout your content. Make sure to do so in a way that seems natural to the reader and doesn’t subtract from the overall user experience. Implementing relevant keywords for any term you’re targeting will help Google determine that your content is a greater resource than a competitor’s piece of content that hasn’t been as thoroughly optimized.
Prioritize Local Directories
Put simply, you should be joining any established and trusted directories relevant to your industry. Directories like Yelp and Mapquest are great examples of local directories that you should be joining. When a searcher goes to websites like those and looks for local services within their area, they’ll immediately see your profile within the results.
Online directories provide additional value in the form of a local citation. These can build up your website’s domain authority, helping it more easily rank for the local keywords you’re targeting.
Your profile should be complete with information including your address, phone number, email address, and a backlink to your HVAC website to help them conveniently find you and get in touch.
Perform a Technical SEO Analysis
A technical SEO analysis will ensure your website can be properly crawled and indexed by search engines. Additionally, you’ll be able to find and identify errors that might be affecting website speed and performance. Make sure to use a website crawling tool, such as Screaming Frog, to thoroughly crawl your site.
Other SEO tools, such as Google Analytics, Moz, Ahrefs, Semrush, and more can make the process simpler and provide greater results. Make sure to check out each service in detail to find which would yield the best results for your desired outcome.
Technical SEO analysis can provide your HVAC company with the following benefits:
- Improved Website Speed and Performance
- Identified and Solved Technical Issues
- Optimized Website Architecture
- Improved Mobile Optimization
- Stay Up-to-Date with Search Engine Algorithm Updates
Why Work With Valve+Meter?
The marketing experts at Valve+Meter Performance Marketing have helped many HVAC companies improve their organic reach by utilizing tried and true SEO strategies. We know that no two businesses are the same and each grow at different rates, and we’ll help your business grow at a rate that is profitable and sustainable for your current situation.
We’re proud to help our clients achieve repeatable, scalable, and profitable results that help them grow to new heights. When you first contact us for services, we’ll discuss your goals and current marketing strategies in detail to learn more about you, your business, and its goals. We’ll even take a look at your current organic search engine rankings to see how your current strategies have been yielding results for you. This will let us see what works, and what doesn’t, within your current scope.
Get in contact with our team today to take advantage of SEO strategies that actually work and to ensure you never waste another marketing dollar.
Frequently Asked Questions
With both local SEO and national SEO, the ultimate goal is to increase the number of visitors to your website. The main difference between national SEO and local SEO, however, is the target audience.
With national SEO, you’re attempting to reach a broader audience scattered across the country, or perhaps even the globe. With local SEO, you’re focusing on optimizing your online presence to attract customers within a specific geographic location, such as a city or region. This maximizes your reach to a relevant audience that can actually become customers, rather than casting a wider net and attracting visitors that don’t live within your service areas.
Working with an HVAC marketing agency can provide you with the strategies you need in order to reach relevant customers and achieve repeatable, scalable, and profitable growth.
SEO is a time-consuming process that can take a while to show results, but knowing how to measure success can help you determine areas that are working well, and find areas that need to be tweaked. You can measure local SEO success in terms of:
- Website traffic: A solid local SEO strategy should bring more visitors to your website. Look for increases in organic website traffic, as well as the specific pages that have seen increases, as the first step in determining how effective your local SEO strategy is.
- Website conversions: This is the number of people who take a desired action on your website, whether that be making a purchase, filling out a form, or getting in contact with your business.
- Local search rankings: Appearing in the local search rankings is a key indicator that your local SEO strategies are effective. You can track this metric using tools such as Google Search Console and Google Analytics.
- Local citation count: This is the number of websites that list your business with its correct NAP information (name, address, and phone number). You can track this metric using a variety of tools, such as Whitespark or Semrush.
- Google Business Profile reviews: This is the number of reviews that your business has on your Google Business Profile. As your website begins to rank locally, your Google Business profile will start to show up in search results. This can lead to more customer reviews.
Optimize Your Google Business Profile
Create and verify your GBP profile. After verification, optimize the profile by adding accurate information such as your business name, address, phone number, hours of operation, and service areas. Add the services and products your company offers to the profile. Include photos and videos of your business and services, and encourage customers to leave reviews.
Focus on local keywords
Research and target relevant local keywords for your HVAC business, such as “HVAC repair in [city, state]” or “air conditioning installation near me”. Optimize your website’s content, meta tags, and title tags with these keywords and any related keywords to improve your search engine rankings for your targeted search queries.
Build local citations
Create business listings on local directories, such as Yelp, Yellow Pages, and HomeAdvisor. Ensure that your business name, address, and phone number (NAP) are consistent across all listings to avoid confusion. Not only will this provide another way for your customers to find you, but many directories provide a backlink to your site, boosting its domain authority.
Use social media
Use social media platforms such as Facebook, Twitter, and Instagram to stay connected with your local community and share useful information and tips about HVAC maintenance and repair. Also, use these platforms to promote your business and services, and encourage customer reviews.
Generate positive reviews
Encourage satisfied customers to leave positive reviews on your GMB profile and other review sites. Respond to negative reviews and address any concerns to improve your online reputation. This will build the foundation for greater user experience, as well as improve search rankings, as Google rewards businesses with positive reviews. Be sure to not build spammy reviews, as this can lead to penalties and harm your online reputation.
Use location-specific content
Create blog posts and other content that focuses on industry trends and provides helpful information regarding heating and cooling systems. This type of content can help improve your local relevance, attract more local customers, and build familiarity with local residents who may not have already heard of you.
Monitor and track your local SEO performance
Use tools like Google Analytics and Google Search Console to monitor your website’s performance and track your local search engine rankings. Find what’s working and what’s not so you can make any necessary adjustments. This data can help you refine your local SEO strategy and make data-driven decisions.
Contact Valve+Meter for Local HVAC SEO Services
For help in implementing local SEO strategies that will provide your company with more traffic and qualified leads, contact Valve+Meter. We know that SEO is a time-consuming process, and one that you might not have time for, given your busy schedule. Let Valve+Meter help. Our professionals have demonstrated knowledge and experience in providing local SEO for HVAC companies just like yours. We’ve helped many companies in the HVAC industry create a local SEO strategy to find transformational results and scalable growth.