Are you looking to generate new leads and sales to your HVAC business through search engine optimization?
Great idea!
SEO can be one of the most effective marketing channels for your business.
Let’s take a look at the process of SEO for an HVAC company, as well as discuss the benefits and answer some of the most common questions about this service.
The Goal Of HVAC Search Engine Marketing
At the end of the day, the purpose of SEO is to bring more organic traffic to your website through search engines like Google.
By doing this, highly interested users will be able to find your business and contact you for your services.
Ultimately, you want the traffic to turn into leads, and these leads to turn into sales.
There are a few different areas in the search engine results page (SERP) that SEO allows your business to be seen in.
Organic Google Search
Of course, there are the organic search results in which you want your business to be seen.
These results position your website in search engines.
With organic search, these are the ten positions that show up under the 3 Google Adwords positions and under Google Maps.
The idea here is to show up when a user searches a keyword query that is relevant to your business, such as “HVAC repair”.
The more keywords like this that you can do this with, the more organic traffic that will go to your website.
And, as discussed, more traffic = more leads = more sales.
Google Maps
Google Maps is the section of the SERP that shows your business’s Google My Business Profile.
The Google Maps results only appear for local keyword queries, and with only 3 business profiles.
You must ensure that you have created your Google My Business profile in order to have a shot of showing up in this section.
Google My Business (GMB)
You can create a GMB profile here.
By doing so, your HVAC company will now have the ability to appear in Google Maps for local search results.
What Makes A Great SEO Campaign For Companies In The HVAC Industry
There are many different aspects that you need to take into accounts in order to have a successful marketing campaign.
Below are some of the key areas in which must be mastered in order to generate the most effective results.
HVAC Keyword Research
In order to do SEO properly, you need to understand what keywords you need to target in order to achieve the highest rankings and drive the most amount of traffic to your website.
With HVAC companies, there are typically two types of keywords in which you should target.
Service Keywords
Service keywords are keywords based around the services that you offer.
Some of the most popular HVAC services you should get your hired SEO company to do keyword research for are:
“heating and cooling repair”
“heating and air conditioning repair”
“ductless air conditioner”
“air duct cleaning”
“heating repair”
“furnace repair”
“furnace replacement”
“furnace maintenance”
“insulation service”
“hvac installation”
“heating systems”
A best practice here is to create separate landing pages for each target service so that you can laser-focus on each individual service keyword.
Local Keywords
Local keywords are the type of keywords that include local relevance in the search query.
Any search query with “city” or “near me” is a classic example of a local keyword.
As stated above, your HVAC company’s Google My Business profile has the ability to show up in Google Maps for keywords such as the following:
“insulation service near me”
“ac repair city”
“furnace maintenance near me”
“emergency ac repair city”
“furnace repair near me”
“city heat pump repair”
“24-hour hvac services near me”
“city hvac installation services”
Note that “city” should be replaced with the city or service area in which you’re targeting.
Another best practice here is to split your pages up into service areas.
This way, you can hyper localize each page, thereby increasing your ability to rank in each area.
Competitive Analysis
Analyzing your competition is a key component of any digital marketing campaign.
You need to understand the competitive landscape in the SERPs to find underserved keywords as well as learn how to exploit weaknesses in other HVAC website’s SEO metrics.
By taking a data-driven approach to choosing target keywords based on the level of competition in your area, you are sure to maximize your potential to rank above your competitors.
Take a look at this video to see a snippet of how to do a competitive analysis for SEO:
Strategy
Based on your competitive analysis and the keywords that you have chosen, you then need to develop a strategy that will allow you to rank high in the SERPs.
We can break our HVAC SEO strategy into two separate buckets.
Onsite SEO
This is to do with everything that is on your actual website.
This includes your service landing pages, location landing pages, URL structure, navigation, interlinks, and so on.
It is important to ensure the major portion of your onsite SEO strategy is done within the first few months of your SEO campaign so that you can focus on your offsite SEO strategy in the latter months.
Offsite SEO
Offsite SEO is everything that happens off of your HVAC website.
Meaning, all of the links you build, the social media shares your blog posts receive, your guest posts, directory listings, and so on.
Offsite SEO is where most websites lack, so ensuring you laser focus on this aspect of your campaign is critical to your success.
Constant Oversight And Iterations
As you implement your SEO strategy month by month, it is important to track your results.
By doing so, you will be able to find what isn’t working and improve what already is.
This constant iteration and improvement process will allow your website to get stronger and stronger, and your rankings to get higher and higher over time.
Frequently Asked Questions
Below are some of the most common HVAC SEO questions we receive from business owners.
How Do You Track Our Marketing Metrics?
We use many different tools in order to track our marketing campaigns.
These include keyword tracking tools, analytics tools, search tools, and more.
Google Analytics, Google Search Console, SERPwatcher, and Unamo are just some of these tools.
What gets measured gets managed; as such, we ensure we track all important marketing metrics at all times.
What Website Platform Is Best For HVAC Contractors?
As long as the SEO is done right, the platform you choose to build your website on doesn’t matter very much.
Whether it’s hardcoded or a template content management system – they can all work well.
However, it should be noted that out of all content management systems out there, WordPress is the most highly regarded for its SEO functionalities.
If you have yet to build your website, we recommend WordPress.
How Much Does The Average HVAC SEO Campaign Cost?
The price of an SEO campaign can vary greatly depending on your current website metrics and level competition in your area.
However, you can expect to pay $500/month on the extreme low-end or up to $3,000/month on the high-end.
A reality average HVAC quote would be about $1,500/month.
Reach out to us today to receive a custom SEO quote for your own specific HVAC website!
What Other Online Marketing Channels Should I Use?
It’s a great idea to explore other online marketing channels.
Some examples of such channels are PPC, Google Adwords, social media marketing, Facebook advertising, etc.
However, if you want a purely organic marketing channel that can generate your business free HVAC leads – we highly recommend SEO services.
How Long Before We See Results?
This question is also highly dependant on the variables of website metrics and level competition.
If you’re a completely new website without having ever done SEO, it will most likely take 1 year+ to start seeing some solid leads being generated through SEO.
But if you’re a website that’s done SEO in the past or are in a very small town, it could take as little as 3 months to start seeing solid rankings.
The generally accepted timeline by SEO professionals is about 6-12 months for local HVAC businesses to see tangible results from SEO.
Why Choose Active Business Growth’s HVAC SEO Services
We here at Active Business Growth are SEO experts.
The reason we provide only search engine optimization services to our clients is that we want to be the best of the best at one single service, not a plethora of every digital marketing service under the sun.
We are masters at SEO, not a jack-of-all-trades.
If you’re looking for a professional opinion on your HVAC website or would like to schedule a free 30-minute consultation with us, please book an appointment here.
We look forward to speaking with you.
We also provide our services to the landscaping industry, HVAC industry, and medical practices.
