Table of Contents
In the HVAC industry, online visibility reigns supreme—the more website traffic, the more leads. Use search engine optimization (SEO) to increase your HVAC website’s presence and rank on top of online search results.
Potential customers searching online for HVAC contractors want to quickly find what they need. Data shows 97 percent of people learn about a local company online more than anywhere else, and 75 percent never click “next” to see the second page of search results.
SEO strategy comprises an effective component of digital marketing, and enables your HVAC business to reach the top spot to generate more leads and attract new customers.
» Want to grow your business? Click here to get a demo
What is HVAC SEO?
HVAC SEO is the strategy of optimizing HVAC websites so your company ranks high in organic search results and users click on your webpage.
When a user performs a Google search—such as “air conditioning” or “ac repair”—they see organic results as well as paid advertisements and featured snippets. Organic Google search results rank by algorithm, which incorporates many ranking factors, making an SEO campaign strategy of high importance in internet marketing.
Keywords help a search engine, such as Google or Bing, determine the relevance of a web page to a search. Understand what potential customers search for and incorporate target keywords throughout your HVAC web design.
For instance, if you own a company in Denver, HVAC keywords could include “Denver HVAC,” “HVAC in Denver,” “Denver cooling company,” or “Denver AC repair.”
These keywords should be used in headers, copy, and in HTML computer codes throughout your website. Keyword usage should be natural, and not unnecessarily stuffed.
Perform keyword research to determine key topics, words and phrases to benefit your users and your website. SEO experts suggest creating separate web pages if you want your website to rank for multiple keywords.
To make your website rank-worthy, use on-page SEO to incorporate fresh, high-quality content in your HVAC website design. Since web pages, not websites, are ranked in search engine results, content marketing companies specializing in SEO recommend posting unique content on multiple web pages.
Consider using blogs, seasonal tips, or other educational information to provide new, quality content on your web pages. Use blogs to rank for long-tail keywords, or unique keyword phrases. Don’t forget about YouTube videos, which can help improve page optimization and enhance user experience.
Everything on your website should direct back to your target keywords, including HTML. HTML, or Hypertext Markup Language, defines your website’s content so it can be properly displayed in a browser.
Use HVAC SEO keywords in your website’s URL and other HTML elements, such as meta title tags. Search engines and web crawlers read meta tags, which give information about the webpage. Staying consistent and focusing on the smallest details on your website gives you greater visibility on the web, and ideally, more HVAC leads.
The #1 newsletter for the trades.
No one wants to wait on a slow webpage. Statistics show site speed matters, as one in four visitors abandon a website if it takes more than four seconds to load.
Maintain a fast and user-friendly website to enable customers to get the information they need. This is especially important for customers seeking an HVAC company because their heater or air conditioner needs quick repair.
Keep HVAC websites well-organized and prominently display important information like your phone number, hours, and geographical service area. Good advertising slogans and other marketing strategies keep your website attractive, memorable, and easy to use.
Since 64 percent of searches for HVAC services take place on mobile devices, make sure you optimize your website for mobile.
When someone looks up HVAC services for their area on their Smartphone, be sure your website ranks at the top and visitors can find key information. Design your site for mobile users so they can scroll and click with ease. Check to see how your website performs with Google’s mobile-friendly test.
Use local SEO in your marketing strategy for optimal lead generation. In fact, 87 percent of homeowners find a professional by searching online, so honing your SEO strategy to include local keywords helps your business.
For starters, make sure Google My Business features your correct company information. This ensures your company shows up in local searches and maps.
Tommy Mello, The Home Service Expert and owner of A1 Garage Door Services, a $30 million-plus home services business, suggests focusing on Google for online advertising. He advises spending at least half of your marketing dollars on SEO, Pay-Per-Click (PPC) digital ads, Google My Business, Google Local Services, and getting more positive customer reviews.
Costs for Google Local Services ads vary, but you only pay when a customer contacts your HVAC business through the ad. This cuts down on useless job leads from customers simply price-shopping services online.
The more accurate business citations and local listings your company garners, the better chance people see your HVAC company through search engine rankings.
List your company on directory or review sites such as Yelp, HomeAdvisor or Angie’s List. These can provide backlinks, a component of off-site SEO. In essence, backlinks provide additional credibility for your company.
Link building, or the process of other websites linking to yours, can boost your online presence. Quality links signal to a search engine that your site is credible and source-worthy, which can boost your organic traffic.
SEO tactics incorporate methods other than just search terms. An active social media presence increases your exposure, and provides linking opportunities.
Choosing the right social media platform for your audience, whether Facebook, Instagram, Twitter, or YouTube, means you stay connected and can promote content on your website. This also enables people to easily share your content or site links.
Make your HVAC website more effective and increase your conversion rate by analyzing website metrics.
Metrics include users’ time on the page, bounce rate, navigation, and page views per visit. Analyzing website traffic metrics can help you understand your customers, and provides data to improve your website.
Check out analytic resources, such as Google Analytics, for in-depth information about your website traffic.
Low-Hanging Fruit Keywords
When it comes to SEO for HVAC companies, targeting a mix of low-hanging fruit opportunity keywords & local-focus keywords works the best to attract organic traffic that brings conversions.
Low-hanging fruit keywords are usually the keywords that have low-to-medium search volume and low keyword difficulty – they allow sites to grow organic traffic and establish authority in Google. Once the site’s domain authority has improved, it is possible to move to keywords with higher search volume and keyword difficulty.
Below, you can see the screenshot of americanhomewater.com site’s metrics. With proper SEO optimization and great content on site, the organic traffic increased 3830% in 1 year.
All-in-One Marketing Software
No matter which HVAC marketing strategies your company employs, you need to track and measure the results.
Boost your bottom line with ServiceTitan’s cloud-based HVAC software to streamline your company’s efficiency and improve customer service.
Manage your marketing campaigns with ServiceTitan’s Marketing Pro. Send targeted email campaigns and track ROI by measuring email performance and revenue attribution, so you can see exactly what works.
Use HVAC business strategies to enhance your website and drive leads, paving the way for your business to grow and thrive.
ServiceTitan HVAC Software
ServiceTitan is a comprehensive HVAC business software solution built specifically to help service companies streamline their operations, boost revenue, and achieve growth. Our award-winning, cloud-based platform is trusted by more than 100,000+ contractors across the country.