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Freezing Up Leads? Why does HVAC need SEO?

Does Your Company Apply HVAC SEO Marketing Strategies?

The days have passed where only classifieds and postcards were used to advertise an HVAC business. Today, a magnet on the refrigerators would not be the first spot many would search for any cooling needs; It would be Google. “86% of buyers search online to look for a reputable business and just about a third (29%) reach out to the local businesses, minimum once every week.” Social Media Today said.

It’s not difficult to picture the scenario: a hot summer day, an obstructed refrigerant, and sweating homeowner scrolling through Google, prepared to call the first high-profile technician they may locate. The key question for every HVAC company is, therefore, whether my business will actually show up?

True Cool AC can be found by searching “air conditioning service near me” and offers a large variety of mounted Floor AC units.

Competition is fierce in most countries,  both for organic search traffic and for advertisement placements.  HVAC companies, like any other local utility, have been alerted to their search traffic needs and it is much more challenging than ever to decide where to allocate advertising budgets. So, where are you going to be spending on your marketing?

Take into account that Google’s first-page search engine algorithms earn about 70 percent of total clicks. Why does that happen? Since most consumers have definitive faith in organic search. This does not mean that consumers do not click on an ad; it just means the majority of the customers scroll down the page.

Google ads do work, however,  this is a battleground. This is intense competition for quite a small audience, with every HVAC company willing to pay for it. Airtech AC is well known for commercial air conditioning repair in the south Florida area.

We used to have an HVAC customer recently who said they want to pour their full marketing spend towards Google PPC to conquer the market. They soon realized how hopeless the war was and how financially it could have suffered because the cost soared to over 100 dollars per click and the drastic conversion rate was incredibly poor.

We moved a part of their priorities from PPC towards SEO following this experience. When they hit the top 3 in biological outcomes, their marketing spend could be absolutely eliminated. In the meantime, the total traffic increased by 478%.

Why does that happen?

Competition for organic spots on the first page is slightly less intense than that in HVAC advertising. When they hit top spots, 70 percent of the clients visited the organic position in prime real estate.  SEO should be part of a marketing plan, either you consider outsourcing SEO or in-house.

How to begin? 3 important steps that you yourself should take:

  1. Build a solid HVAC website for HVAC.

You already get a leg up once you build a website more robust than your rivals.  Besides, the website with more pages beyond your regular About, Home, and Contact us,  can provide search engines more material for indexing and ranking when customers search online.   Begin creating pages that talk about what consumers in your market are looking for and provide specifics.

For example, build pages for every service you provide (e.g. Repairing Commercial AC, Installation of Pool heaters, Installation of Residential AC, Repairing Heater, etc.) and for every market or suburb, you work.   Because installation and repair ACs for HVAC are regarded as local search keywords, local business companies of the region will show in search results.

Information on such pages must include local text changes, such as the communities and cities you represent. Provide data on the service type, like geotagged photos, city information, and a Google business map location. You’re not going to top the charts by making these sites, but you’re going to appear on the radar if anyone is looking for HVAC service in your area.

air-conditioner
Air-conditioner Installation & Repair Services
  1. Optimize every HVAC page

When you have in place the bulk of your content, it’s important to optimize this to ensure that Google correctly reads your site to ensure what customers are looking for. You can start following the points given below:

The service type (website.com/commercial-ac-repair) should be included in each URL;

  • City and service type should be included in the meta tags
  • The service category and city should be included in the H1 tag
  • Alt text for geotagged photos should include the type of service and city of operation
  • Type of service and city should be used a few times in the text body.
  1. Establish each page’s authority

Now that each page is identified by Google, unique pages in the search results will be included. However, your customers won’t be too far behind page 1 so some authority is required. In the end, the placement on search engines is decided by the authority of each website.

Inbound links to your domain and websites are used to create Authority. Some easy ways to secure links are given here:

  • Build Citations: Google, Facebook, Yelp, Merchant Circle, Foursquare,  Manta, Yellow Pages, Yelp,  etc. These sites backlinks to your site.
  • HVAC Associations: Contact HVAC Associations to be added to its Member Directory. Strong authority is provided by links from related associations.
  • Snippets included: It is necessary to target and win the featured snippets to massively boost search ranking in the HVAC field. With every featured snippet win, not only will your organic traffic increase dramatically, but you will become the supreme authority in your industry – and you will be rewarded by Google, for it. I can’t emphasize this enough.
  • Build Authority: You’re going to create the authority for your whole site and raise the rankings of all pages on search engines if you write an article called “Why does my AC freeze up?” and win a snippet. You will also provide Google with what they want—good content for their users.

Google is fiercely competitive, and the companies of HVAC have to take SEO seriously. Organic search, for the time being,  is still king. Forbes Agency Council is a by-invitation group of executives in media policy, active public relations, advertising, and creative firms.

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