HVAC (Heating, Ventilation, and Air Conditioning) companies are competitive. To be the best in your town, you must go beyond just great services.
Your business needs to be visible locally in search engines and other media. Many HVAC companies spend a lot of money on SEO but make common mistakes that prevent them from seeing good results.
To create a solid foundation for your local SEO campaign, start with GMB. Google searches are one of the most popular ways by which people find local businesses.
Create a GMB profile for your HVAC business if you haven't already. The next step is to claim your business on Google by verifying a few details.
Don't stop here. That's a common local SEO mistake HVAC companies make! Once your GMB business account is set up, you will need to spend time adding as many details as possible about your business. The more complete your profile, the higher the customer reach.
Take a look at the below screenshot; an HVAC firm has not added the website, description, services offered, the areas it serves, etc.
Here Are Our Top Tips:
What do you do when you click a search result and the site takes an eternity to load? You exit it and go back to the search results.
Slow-loading websites are one of the biggest factors that hamper local SEO efforts.
A prospect may quickly turn to a competitor if your website is slow. Your credibility as a company also takes a hit when your online presence is amateur.
The below screenshot shows an HVAC load within 1 sec, which the audience will love to access as they don’t have to wait.
You don't have to be a technical genius to determine what's causing the slow loading.
Let's look at three great tools:
Read: Tips to Increase Page Loading Speed
A common mistake made by HVAC companies is ignoring online reviews. Reviews customers leave for your HVAC company online significantly impact your local SEO.
A large number of positive reviews are signs of a credible company.
You must strive for two things when it comes to reviews.
Try getting as many customers as possible to review your business on Google. Next, showcase positive reviews on your sites, newsletters, and social media channels.
Follow Our Tips To Harness The Power Of Online Reviews:
Responding to reviews makes the audience aware that you value customer experiences and sentiments.
People are using social media more and more to research HVAC businesses. Facebook and Instagram pages tell customers all they need to know.
Details like timings, addresses, pictures, and videos are all shared on these channels. Hence, keeping your social media pages active and engaging is prudent.
An inactive HVAC company's social media page can send the wrong signal. A company that actively posts content and answers queries is receptive and trustworthy.
For example, the screenshot below shows an HVAC firm’s social profile that provides regular content to the audience with crucial information like services offered and contact details.
Here Are Some Ways To Amplify Your Leads Through Social Media:
Keywords form the backbone of any SEO effort. These are the terms or phrases people use while searching for HVAC services. Many HVAC companies don't focus on keywords in their local SEO campaigns.
HVAC companies target generic keywords like "AC" or "Heating". These get more competition and are too common.
Instead, it would help if you used specific keywords or phrases such as "AC repairs in Atlanta" to set the context for user searches. Doing effective research can make a big impact on your local SEO ranks.
Many Tools Online Can Help You Do Keyword Research. Our Top Picks Are:
Keeping a close eye on what your competitors are doing is one of the oldest tricks in the book. It keeps you sharp in your SEO strategies and your marketing tactics. Most often, HVAC companies ignore this aspect.
They run local SEO campaigns without understanding what the playing field in their area looks like.
Focused competitor research is crucial for local SEO growth in the HVAC industry. It can tell you where you stand in the local rankings. Most importantly, it can reveal strategy gaps, slowing your growth.
When Doing Competitor Research, Focus On These Items:
Read: Tips to Do Competitor Analysis in SEO
Content is king. Quality content on your HVAC website or social pages drives more visitor traffic than any local SEO strategy.
HVAC companies must plan a robust content strategy to fully harness local SEO's power for their business.
It is not just essential to have quality content but also to post content often to your website. Doing so generates traffic and gains your business a loyal following.
There are many ways to approach content strategy for Local SEO.
A Few Proven Methods Include:
Links from sites with good online standing with Google to yours are great for local SEO.
These backlinks are seen as a sign of a healthy business. The traffic on your site grows naturally when it has a good backlink profile.
You must strive to build backlinks organically. You can do this in many ways. Remember that it's a long-term effort and takes time to build a great backlink profile.
Ensure that dofollow and nofollow links are in the right mix, as shown in the below screenshot. Here the site’s most links are nofollow.
There Are A Few Things You Can Do To Get Started:
More people are searching for HVAC solutions on mobile devices than ever before. It will be a mistake if you don't optimize your site for mobile. Your site should look good and be easy to navigate on small screens.
A site made for desktops does not automatically fit mobile screens.
A site not designed for mobile will put off customers and directly impacts your SEO efforts.
Ensure that you work closely with your development team to make it mobile-friendly.
You can use various tools to check if your site is mobile-ready.
We Round Up Our Favorites Here:
Take a look at the below screenshot of how page speed shows whether or not a website is optimized for mobile.
People look up local online directories along with Google. It gives them more options and helps them compare and find the best HVAC companies. The directories also rank well on top of SERPs, as shown in the image.
Companies make a local SEO mistake only to set up a Google profile and not bother about other directories.
To get ahead in local SEO, list your HVAC business on Yelp and local online yellow pages.
Adding your listing in more than one place casts a broader net for people to find your business online.
Let's Look At A Few Ways To Do This:
Keeping tabs on your Local SEO performance is a full-time process. A common mistake HVAC companies make is not doing this often.
Most companies start by measuring a few metrics but fizzle out a few weeks later. Not keeping track of your core metrics and plugging gaps is almost as bad as not doing local SEO.
When you start a local SEO campaign, make a list of what the outcome should be and how often you want to measure it. Doing so will guide your SEO efforts better.
Some local SEO metrics carry more weight than others for HVAC companies. Let's look at them:
Other metrics you can consider are customer reviews and sales numbers.
Brice has been handling marketing projects for more than 12 years and he is providing consulting services on SEO, Social Media and PPC. He has a huge expertise in working at large corporations including Accenture Interactive & PwC Digital Services.
Brice has been handling marketing projects for more than 12 years and he is providing consulting services on SEO, Social Media and PPC. He has a huge expertise in working at large corporations including Accenture Interactive & PwC Digital Services.
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