An Example of How HVAC SEO Works
Before we get started, let’s set the scene so you can see why SEO for HVAC companies is so critical. Suppose it’s the coldest day of the year in a place like Oshkosh, WI, and someone’s heater breaks down when it’s -20ºF outside.
Here are the results for the term “HVAC repair near me” for that area:
These are immediate, localized search results available on page one, both in the form of a map and as individual search results.
After these listings comes the “People also ask” feature, which lists other questions that people ask Google relating to this query, including “How often should HVAC be serviced?”
Think about the type of person that would search for this. They’re probably in need of HVAC services near them and are researching which companies can give them the type of service they need—and if they can do it after hours, and how much it’ll cost!
Google understands that people are unique. They want to offer a resource that best matches who they are, what they need, and their intent.
Find out how your company can bring valuable traffic to your website through evidence-based HVAC SEO.
Why SEO for HVAC?
Short answer: It works and has the results to prove it. HVAC companies can generate more calls, sales, and revenue when they take advantage of organic search. Your HVAC services solve a problem people have, and people go to search engines to solve their problems.
People are trusting search engines more and more to help them find solutions to their problems. In turn, SEO is becoming more valuable as a tool to stand out from your competitors and help people find you first when they need your services the most.
According to Milestone Research, organic search accounts for 69% of website traffic for local businesses. When people’s HVAC systems fail, one of the first things they’ll do is pull out their phone and look for services like yours, so it can pay dividends to have a good SEO strategy that can help your website be one of the first they see.
SEO Strategies for HVAC Companies
SEO for the HVAC industry uses multiple strategies and tactics to be successful. Whether you’re an independent contractor or you run a large company with a wide service area, let’s break down all the most important HVAC SEO tips.
Using Search Empathy to Understand Your Customers
The first step on the path to HVAC SEO marketing success is to identify the problem your services solve. From there, you can educate your customers on how you solve their problems.
At Avalanche Creative, we always tell our clients to focus on their customers first. Knowing and caring about your customers more than your competitors do is one of the best ways to succeed in digital marketing. Here are some ways to put that idea into action:
- Provide answers to common questions: Make sure your website includes an FAQ of common HVAC inquiries or other ways for customers to troubleshoot their problems. This can make a huge difference in your customers seeing you as credible.
- Offer multiple ways to find information: Some people prefer videos and photo tutorials, while others prefer written content or learning through live chat.
- Create your content strategy around customer needs: This might involve surveying your past customers or exploring what led them to choose your HVAC services in the first place.
- Update your website regularly: Adding new and relevant information about HVAC maintenance and services to your website allows your customers to learn more and shows them that you care about their needs.
Implementing On-Page, Off-Page, & Technical SEO
Most SEO tactics generally fall into three separate but equally important categories: on-page SEO, off-page SEO, and technical SEO.
On-page SEO mainly refers to the content of your website pages. Some common examples of improving on-page SEO include adding relevant keywords to the copy on your pages, page titles, headings, meta descriptions, and other signals that tell Google what’s on your site.
Off-page SEO focuses on what you do outside of your website to help build credibility in search engine results pages and increase your site’s rankings. Common methods include building backlinks, increasing engagement on social media platforms, and encouraging positive reviews on third-party websites.
Last but not least, technical SEO occurs on the back end of your website. Some of these strategies include using an SEO-friendly website structure, improving site security, and making sure your pages are accessible to users and search engines.
Creating Meta Titles and Descriptions
Meta titles are the titles that appear on individual pages or posts on your website in search results. They are typically considered a type of HTML attribute when you’re publishing a page.
Optimizing your meta titles with your target keywords (where appropriate) can improve how search engines view your pages and how people interact with them when they show up as a search result.
Similarly, meta descriptions (also called page descriptions) are another HTML attribute that provides a summary of a page or post’s content. These can be optimized for the search engine results page (SERP), but Google often manipulates them for certain search terms.
Optimizing Page Load & Mobile Compatibility
Chances are, your customer is using their phone or tablet to look up services like yours when they need them the most. Google also uses mobile-first indexing, which makes it easier for them to find you if your site is mobile-friendly.
Most importantly, your site should have a fast load speed. If you’ve ever had to wait more than a few seconds for a webpage to load, or you left a website that didn’t load fast enough, you know why this is important. Google is more likely to promote sites with faster load speeds.
Designing a Usable Website
Design your website with your customers in mind and make it as easy as possible for them to find what they need. According to research, users often leave websites in as little as 10 seconds, and the average site visit is less than a minute. This means you have 60 seconds tops to get critical information in front of your customers. Here are some ways you can do this:
- Easier navigation: Put all important links or buttons front and center with a clear navigation menu.
- Click-to-call links: If someone is on your website because they need urgent HVAC repair, this allows them to click a link on your page and call your business immediately.
- Succinct content: Less is often more when it comes to website content. Put your most important information early on the page and keep it as brief as possible.
- Internal links: When you publish a new page, adding links to and from your other site pages can make it easier for users to navigate your site.
Conducting Keyword Research
Keyword research is essential for high-performing SEO. Using reliable keyword research tools can help you find more relevant keywords that your customers are using to search. This can also be a great source of ideas for different topics and subtopics relating to your HVAC services, as most SEO tools will also show the questions people ask Google.
Keyword research can also help you understand how big the market is for your HVAC services so you can decide if pursuing certain keywords is worth the investment for your business.
Writing Content
Why bring up content marketing in a guide to SEO? Because you really can’t have one without the other—content is to SEO like routine maintenance is to a long-lasting central air unit.
Your HVAC company’s content marketing strategy should begin with a foundation of keyword research, just like your SEO strategy. Here’s how we approach the research process for HVAC services.
- Conduct keyword research: Just like with SEO keyword research, researching keywords for content helps you understand the questions users are asking.
- Look at content types in SERPs: Look at what’s ranking high in the results. Is it blog posts? Videos? Infographics? What’s already ranking well can give you an idea of what customers are turning to when they have questions.
- Don’t write content just to have content: Everything you include on your website should provide value to your customers and answer questions they’re asking.
- Be open to other types of content: Your target audience might not be looking for written answers—instead, they might be looking for videos or tools that can show them how to diagnose specific problems with their heating or cooling systems.
Building Links
Link building is the process of building relationships with other legitimate websites, including blogs and directories, so they will provide links back to your site. The process can take time, but it can make a massive difference in how your pages rank on SERPs, where your customers will see you among the top websites.
Utilizing Social Media
Social media can be a vital part of an SEO strategy. Posting regularly and including links to your website in your company’s social media profiles helps drive traffic to your site and creates valuable backlinks that search engines will recognize as legitimate.
Keep in mind that most people don’t go to social media sites to see ads. As with content marketing and on-page SEO, everything you post should provide value to your customer and inspire engagement, whether through behind-the-scenes photos of your technicians, DIY tips, or links to your written content like blog posts.
Targeting Local SEO
Local SEO for HVAC is an often overlooked but essential part of a solid SEO strategy. By optimizing your website for a local audience, you make it easier for people to find your business quickly when they need it most.
Some common methods for improving local SEO include:
- Creating a Google Business Profile
- Mentioning your service areas on your website (including location pages for each one)
- Listing your business in local directories, such as your local Chamber of Commerce, Angi, and other sites
