If you’re not using HVAC SEO to attract leads for your heating and cooling business, you’re missing out on the largest customer segment in your local area. While word-of-mouth referrals and ads in the local paper may have been effective client acquisition strategies of yesteryear, nowadays 97% of consumers take to the web to find the local services they need. And, if your HVAC business’s website hasn’t been optimized to include the keywords these searchers are using to find businesses like yours, chances are they’ll find a competitor before they find you.
A Beginner’s Look into SEO for HVAC Companies
Most HVAC contractors are too busy running their business to focus much on their web presence. So, if you’re a beginner to SEO for HVAC, you’re not alone. SEO, or search engine optimization, is the act of tailoring your web copy to include keywords and phrases searchers would use to find your business. For an HVAC company, keywords might include “heating and cooling installation,” “AC repair,” “emergency heating and cooling services,” and so forth.
Seems simple enough so far, right? Here’s where it gets complex: each of these keywords is ranked on a scale from low to high in terms of competitiveness. For instance, “AC repair near me” might be a heavily-searched, and thus highly competitive, keyword. A less-popular yet still frequently searched keyword to target could be “cooling contractor [+ your zip code].” Targeting this keyword may be more effective, as there may be too much competition for more heavily-searched phrases. Your goal is to appear as high as possible in the search results for the keyword you’re targeting, so you’ll need to do some thoughtful planning and research using a tool like Google’s Keyword Planner to determine which keywords have the greatest power to drive your business.
How Do You Target HVAC Keywords?
Once you’ve comprised a list of keywords to target, you can begin incorporating them into your web copy. Each web page, online business listing, and social media page should feature these keywords – but in a way that’s natural and not forced. Web crawlers, which are used to index websites so the most appropriate results are shown when someone performs a search, can tell when keywords have been “stuffed” into copy. If keyword stuffing is detected on your website, it could be classified as spam and thus hidden from search results altogether. It’s therefore critically important to make sure you’re using search terms and phrases organically on your website.
Another way to help your website rank well is to produce regular HVAC blogs. The copy should be compelling and engaging for your target audience, while focusing on keywords that can be used to attract new clients. Again, however, there’s a fine line between SEO and keyword stuffing – the keyword should appear in headers and titles, but only a certain amount of times based on the length of your copy. Algorithms used to crawl websites are changing all the time, so staying educated on SEO best practices will be an important strategy for growing your business.
Here at Outrankify, we know that heating and cooling is what you do best, which is why we offer HVAC SEO services to help you continue delivering top-quality services to your clients as we grow your web presence. Using proven SEO and web marketing strategies, we improve online visibility for local businesses to attract leads and improve bottom-line results. If you’re interested in using SEO to grow your HVAC business, contact one of our pros now for a free consultation.