To grow your presence online and increase business through your website, you need a sound SEO and digital marketing strategy in place. The goal of your SEO campaign is to drive traffic to your website, which leads to more conversions.
Conversions can be contact boxes filled out, phone calls to your business, or a request for a free quote.
The primary objective is to get interested consumers to your website. And more than that, it’s to get your website to the first page of search results.
There are many benefits to your online marketing. If you execute your plan, you’ll leverage your brand ahead of your competition and grow your business.
Strengthens the Credibility of Your Company
Generates Improved Brand Awareness
Helps Improve Customer Loyalty
Gets Your Name Top of Mind
Grows Your Business
It’s important to understand that the digital space continues to evolve and is always changing. You have to stay current on the latest trends and news in the industry, learning the ins and outs of HVAC marketing strategies that drive results.
Set a strong foundation. Optimize your landing pages and ads. Tell a consistent story across the web. It will pay dividends for the growth of your business.
SEO Tools to Analyze Your Competitor’s Performance
I wrote an extensive article for Search Engine Journal that outlined all the free, freemium, and paid SEO tools that you can be taking advantage of to analyze the performance of your competition. This was part of their Beginner’s Guide to SEO which I recommend you check out.
Some tools that I would recommend for this step of your campaign include SEMRush, SpyFu, and Majestic. These help you understand which sites are linking to your competitors, how their ads are performing, and what search queries they’re currently ranking for.
Starting with competitor analysis gives you the understanding of how to set up your campaign. Look at what your competitors are doing well and determine how you can leverage your brand over theirs to begin winning online.
From here, you can see how keywords are being searched, how ad campaigns are complementing the organic results and if they have a social presence. Look at their website to see if they have an active blog or call to actions that catch the eye.
This is part of our process here at 1SEO.com Digital Agency, and it’s how we determine how to set up your campaign.
1. Keyword Research for an HVAC Business
As an HVAC company, you conduct many services. While you refer to yourself as an HVAC technician, your customers who are going to call you probably don’t know what the term means. They’re likely looking for ‘ac repair’ or ‘heater installation’ or ‘emergency heat repair.’
Plus, they’re searching locally. They’re looking for a company like yours in Bucks County, Philadelphia, or whichever city or town they’re in. There are tools you can use to find high volume searches, but it’s still about the right off-page and on-page strategy that is going to increase your visibility.
You’ll want to target keywords that look like this:
air conditioning + your city
air conditioner + your city
ac air conditioning + your city
furnace + your city
air conditioners + your city
hvac + your city
air condition + your city
heat pump + your city
heating and air + your city
The proper use of keywords, without stuffing them into the page and making the content unreadable due to constant uses of the core keyword or the location, will help strengthen your campaign.
2. Google My Business & Google Maps
For local searches, your Google + and Google My Business page needs to be set up properly to rank and be displayed in the local pack. Make sure your NAP information (name, address, phone number) is consistent across all citations and directories.
Get reviews on your Google + page. These will display when your brand shows up in the local pack. Accuracy of your Google My Business listing is one of the most important factors you’ll see with local SEO.
3. Use Keywords to Optimize Landing Pages
When you have the keywords you’re looking to target, it then comes time to optimize the pages. The key components here will be your title tag, meta description, image alt-tags, heading tags, and content.
In the search results, your meta description and title tag will be prominently displayed. Here’s an example.
Unique Title Tag for Each Page
H1 Tag Reiterating Primary Keyword Targeted to Landing Page
Easily Comprehensible URL String
Anchor Text & Internal Links on Each Page
Don’t go too crazy, just find the most relevant landing pages that hold the most weight. Grab the attention with a keyword at the beginning, and make the content throughout the page easily digestible.
4. Site Functionality
If you aren’t presenting a good user experience with your website design, your site won’t be performing. You must make sure the site is easy to navigate, functions without causing too many distractions, is responsive to a mobile device, and isn’t filled with loading errors or 404 landing pages.
Even if it’s extremely functional, most of the time when your customers are looking for an HVAC professional or AC repair company, they’re in a hurry. If your site takes too long to load, you’ll lose that customer to a competing website.
Check your site’s metrics in Google Analytics, see which pages have high bounce rates and check the exit pages. The more time people are spending on your site and the more their navigating through various pages, the better your chances of turning a visitor into a customer.
5. Earning Links
Even if your content exceeds all others in your area, your SEO meta information is clear and concise, and the site is running fast and smooth, Google still has to trust your domain. To strengthen your domain, you have to earn backlinks.
You could produce the greatest, most informative blog about DIY air conditioning repair that your customers will never see. The best types of links are from high authority websites, but they must be topical. From industry influencers to news websites to guest blogs to award sites, high-quality content earns the best backlinks.
Always stay relevant. Earn links. It’s better than building them on websites that carry little value to your overall campaign.
Complement Your Other HVAC Marketing Efforts
You can’t silo your approach and just focus on SEO. Incorporate avenues where your customers are present. Think social media. Post, be active, advertise, and grow your following on Facebook, Twitter, Instagram, even Snapchat.
Your customers are on social. Connect with them and talk to them. Join the conversation. While link building and the quality of your links is one of the most important aspects of your organic SEO campaign, getting link shares and social shares expands your brand awareness and can drive traffic to your website. Don’t overthink social media activity.
The same goes for paid advertisements and pay-per-click management. Complement your SEO efforts with PPC campaigns that utilize the same ad groups and maximize your budget for important keywords to draw the interest of customers. With the right ad extensions, including click to call, click to message, and site links for other similar pages, you’ll drive additional traffic and expand your business.
Marketing for your HVAC business isn’t easy. It takes a multi-faceted approach and execution due to the increasing competition. Putting all the pieces together with your digital marketing campaign will grow your business. As a full digital agency, we pull out all the stops for your HVAC business. Contact us to see how we can help you grow your business online.