HVAC SEO Guide 2020 (For Local Contractors)
HVAC contractors know the best way to be found in 2019 is through search engine optimization (SEO). The concept of SEO is well-known, but small business owners often question how it applies to their industry. HVAC SEO is about optimizing your heating & cooling business on search engines. By increasing search engine visibility, your company begins to generate leads.
What is SEO for HVAC Contractors?
SEO for HVAC contractors is the optimization of a website or other digital assets to increase online visibility. SEO is one of the most popular marketing strategies in the world and is used by a wide variety of businesses and industry types across the globe.
Best HVAC SEO Strategies
When it comes to HVAC SEO strategies, innovation is encouraged. The SEO industry has become stagnant in recent years with many people doing the same things. This can’t work because there are only so many search engine spots available on page one of a search engine results page (SERP). That means simple things like keyword research are not going to be enough to separate your HVACR business from its top competitors.
Many of you have heard the term “content is king.” While the phrase has become overused, it remains a viable SEO strategy. Frequently publishing high-quality content can get your HVAC company ranking on Google for a variety of keyword terms. Ultimately, if users find your content authoritative, relevant, and useful, they will engage with the site and stick around for a bit longer.
Keywords and content are often intertwined, but some are still stuck in the dark ages of SEO where simply inserting a keyword was enough to rank a page. Today, search engines rely on other signals aside from on-page optimization. Furthermore, they discourage the overuse of keywords which is known within the industry as “keyword stuffing.” Don’t do it.
Some HVACR companies won’t even need a website to optimize their business online. If you can’t afford a website, you can use your Google My Business as your SEO asset. Claiming a GMB profile is free and requires you to verify your business location and legitimacy through a postcard mailing system. Once verified, you can optimize your listing to appear on Google search results, including in the Local Maps pack.
Web Design Strategy
One way to separate yourself from competitors is through strong website design. HVAC websites are notoriously basic and underdeveloped, making an opportunity to stand out very apparent. When consumers visit a well-designed site, they tend to engage with it for a longer period and that can help its overall rankings. Engaging HVAC sites also convert at a higher rate.
HVAC SEO Marketing
SEO is a form of marketing that has grown in popularity over the last 15 years. As of 2020, HVAC SEO is fairly common for contractors. The problem for many is that they are utilizing outdated techniques and strategies which are failing to yield positive results. Modern SEO requires a wholesome approach that avoids keyword stuffing, link manipulation, etc.
Top HVAC Marketing Statistics
- Google accounts for 94% of organic traffic, making it the most important search engine
- 91% of consumers between 18-34 trust online reviews as much as personal recommendations
- Search is the first choice of 72% of consumers when it comes to finding info on local merchants
Researching HVAC SEO Keywords
Finding the best keywords for your online assets is simple with free tools like Google Keyword Planner and Ubersuggest. Paid tools like MOZ Keyword Explorer and SEMRush, can also help identify keyword opportunities. Knowledge of the heating & cooling industry helps you differentiate keywords with buyer intent from those that are unlikely to convert into leads.
Related Search Terms for HVAC
Keyword volume does not reveal all search terms for HVAC. As a contractor yourself, you likely know the kinds of queries users type in when looking for help. They often include a series of long-tail phrases that are not registered as keywords but are, in fact, slight variations of them. If your website is properly optimized it will show for both primary keywords as well as related search terms.
Types of HVAC Marketing Materials
Offline marketing materials can include business cards, flyers, postcards, t-shirts, etc. Online marketing materials may include email newsletters, business listings, social media accounts, websites, etc. With 2020 here, online marketing is a hot spot for consumers, but some offline materials can still be effective when properly deployed. Using a combination is also recommended.
Reading an HVAC Marketing Blog
There are several blogs available on the web for contractors to browse and research. As SEO continues to change, the best practices for optimizing a website will evolve along with it. Staying up-to-date on the latest marketing news is always a good idea for small business owners. It is important to view changes through the lens of your industry, which provides additional context.
How To Get HVAC Leads
There are several ways to get HVAC leads online. Google My Business is the easiest place to start. From there, you can consider hiring an HVAC marketing manager to run your campaigns, including Google, Facebook, and Instagram. You can invest in HVAC digital marketing through your own devices by downloading HVAC advertising templates and other free resources from the web. You can also hire an agency to produce a website, write content, optimize your business listings, encourage reviews, etc.
Hiring an HVAC SEO Agency
Every contractor must determine if they want to do marketing in-house or hire an HVAC SEO agency. The agency route takes a lot of pressure off of you as a business owner. Of course, it also costs more. Which route you choose should ultimately depend on your company size and budget. Brand new contractors should utilize free Local SEO techniques before contacting an agency.
What Does Serpmatic Know About?
Serpmatic is a digital marketing resource the helps small business owners (like HVAC contractors) thrive online in 2020. We stay on top of the latest HVAC marketing trends and closely monitor the SEO industry as a whole. We have worked with some of the top digital marketing agencies in the country to produce digital marketing strategies that stand the test of time. We’d love to hear more from you.