Author Archives: HVAC Webmasters

5 Critical HVAC Business Listings

Editor Reviews Business Listings for HVAC Company

Business Listings Can Have Great Impact on Local SEO

Claiming and optimizing listings on business directories heavily influences local search optimization. There are certain directories, in particular, in which listings hold more weight. HVAC companies once used the Yellow Pages to list their business, and print. Television, and radio advertising to supplement it. Those platforms are now obsolete due to 24/7 internet access, and the convenience of mobile web browsing. The good news for HVAC contractors is that the directories that matter most, are free to join, claim, and optimize. Below, HVAC Webmasters will detail 5 critical business listings that every HVAC contractor should secure:

#1 Google My Business

Google My Business (GMB) is the ultimate online citation source. Its listing holds unrivaled value due to its affiliation with the world’s top search engine, and its subsequent integration within search engine results. Google has introduced the local 3-pack, and the knowledge graph to more efficiently display the GMB profiles of local businesses to searchers. For this reason, a completed listing, equipped with a company logo, contact information, and about-us section, is even more imperative than it otherwise would be. To review, benefits of GMB include:

  • Google Affiliation: Since Google is the #1 search engine, GMB is even more influential
  • Local SEO: Its signals influence local search rankings
  • SERP Presentation: Fosters visibility on the local 3-pack and knowledge graph of Google SERP’s

#2 Yelp

Aside from Google My Business, whose affiliation with the top search engine places it in its own category, Yelp is the most popular business directory. Though not considered a niche directory (it allows listings from various industries) its brand is synonymous with online reviews and reputation. With its main menu displaying 3 overarching categories; Restaurants, Nightlife, and Home Services, contractors are certainly encouraged to join. Consumers will often form opinions of HVAC companies based on Yelp listings. Benefits of an optimized Yelp listing are:

  • Local Reputation: Build a favorable reputation within your community
  • Local SEO: Like GMB, Yelp improves local optimization
  • Review Generation: Display impactful company reviews

#3 Angie’s List

Angie's List on iPadAside from general directories like GMB and Yelp, niche directories exist that focus more specifically on the service industry. One of those directories is Angie’s List. As a brand that prides itself in being a platform for crowd-sourced reviews, it is a commonly consulted directory for consumers who know they’re in the market for a specific home service, such as HVAC. It started as a subscription based service, but is now available for public consumption. Optimizing a listing closely parallels the same action on other platforms. Benefits of Angie’s List include:

  • Local SEO: Like GMB and Yelp, Angie’s List can improve local SEO
  • Niche Audience: Its visitors are interested in home services
  • Review Generation: Display reviews for the aforementioned niche audience

#4 HomeAdvisor

Much like Angie’s List, HomeAdvisor is a niche directory for home service companies. Founded in 1998, HomeAdvisor has developed a reputation for itself over a span of nearly 20 years. Consumers looking for HVAC services often consult with this directory before making a purchase decision. The optimization of your listing, and its accompanying reviews, can make or break lead generation for your business. As is the case with other directories, uploading a HQ company logo is highly recommended, as well as additional photos. Benefits of HomeAdvisor include:

  • Local SEO: Like GMB, Yelp, and Angie’s List, HomeAdvisor contributes to local SEO
  • Niche Audience: Like Angie’s List, HomeAdvisor is a niche directory for home service companies
  • Review Generation: Like other directories, HomeAdvisor displays reviews

#5 Facebook

You might be thinking “Facebook? A business directory?” Yes, it’s true, not only is Facebook a social network and social media platform, it is also one of the most trusted local business directories. Despite Facebook re-dedicating itself to bringing people closer together, which consequently minimizes branded content, consumers searching for HVAC companies will still find Facebook business listings on their results. Creating and optimizing a Facebook Business Page is not as much for social media as it is for securing a quality listing. Advantages of FB include:

  • Customer Interaction: Since FB profiles are personal, you can interact with real people instead of user-names
  • Local SEO: FB creates both citation and social media signals, enhancing its local SEO power
  • Review Generation: Facebook reviews are among the most trusted on the internet

Call (800) 353-3409 for HVAC Business Listings Optimization!

Ranking In The Local 3-Pack For HVAC Contractors

Ac Repair Local 3-Pack ScreenshotGoogle search engine results pages, often referred to as SERP’s, are the prime real estate of the digital marketing industry. Companies from all over the world, of all sizes and disciplines, compete to rank prominently for competitive keywords. Most HVAC contractors understand how valuable SERP visibility is to their business, which is why they invest in services like SEO and PPC. As Google has evolved, new avenues of search visibility have manifested. While organic results and PPC ads were once the only vehicles through which to appear on SERP’s, there are several new and innovative additions. One of those is the local 3-pack, which is a location dependent block of search results aimed to match local searchers with companies near them.

Less Is More In Local SEO

What is now known as the local 3-pack was actually once a 7-pack. The reason behind the reduction stems from Google’s renewed emphasis on mobile experience. Since most local searchers, and searchers in general, are performing search queries via smartphones, or other mobile devices, the limited screen size makes less information more prominent, and more valuable. A smartphone user’s viewport can more effectively display 3 local companies than it can 7. Things to consider for mobile experience include:

  • Display: How much can be shown within the screen dimensions?
  • Location: Where are users searching from?
  • Navigation: How easily can users navigate the page?

How To Appear On The Local 3-Pack

While there’s no way to guarantee a spot on the local 3-pack, there are steps that can certainly aid your efforts in securing one of those coveted placements. Practicing good local SEO, in general, is conducive to appearing on local results, and subsequently; the local 3-pack. We noted above how mobile experience drives local SEO, and what is expected of it. Catering your website to mobile users is one way of signaling to Google that your website is worthy of a prominent local ranking. Other ways to improve local SEO include:

  • Google My Business: Claim and optimize your listing on Google My Business
  • NAP Consistency: Ensuring consistent name, address, and phone number info on directories
  • Responsive Design: Creating a mobile first website that responds based on device

HVAC Webmasters

If you don’t have the time or resources to improve your local ranking, HVAC Webmasters is here to help. Our team of web designers, SEO experts, and social media specalists can put your company in the best position to earn a local 3-pack ranking. The traffic generated as a result of this appearence will produce valuable leads for your heating and cooling business. We offer two basic marketing plans including a month to month plan (MTM) and a pay per lead plan (PPL). Which one you choose will depend on your company’s specific business goals. Each plan includes organic SEO.

The local 3-pack is valuable digital real estate, but it is not the only non-traditional way or appearing on local SERP’s. The emergence of featured snippets has created yet another avenue to improve search visibility for HVAC companies. By posing a question in the H1 or H2 of your on page content, and answering that question in the subsequent paragraph, you put your page in position to be selected as a featured snippet. These highlighted snippets appear on the top of organic results, effectively securing the #1 ranking. Call (800) 353-3409 for local SEO.

How To Get Photos For Your HVAC Website

How To Get Photos For Your HVAC Website GraphicYou want to launch your website with search engine optimization so you can start generating leads online, but you haven’t been in business long enough to compile an archive of photos. What should contractors do in such a predicament? There are several steps one can take to find, create, and optimize web-ready images for a business website.

The course you take will depend somewhat on your current resources. For example, do you have access to a modern smartphone or camera? Are you managing your website on your own, or is it the job of your marketing company? Answering these questions will form the basis by which you’ll operate. Check out these tips for generating high quality images for your HVAC website:

Take Photos With Smartphone or Camera

Websites with original content offer more value to the reader, and are looked upon with higher regard by search engines. Many contractors mistakenly believe that content is text only, when in fact, it expands to images, videos, and other forms of visual media. In any case, taking original photos creates original content, and therefore is the best option for contractors. Take photos of the following:

  • Company Vehicle: Capture your company truck, perhaps with a wrap, via smartphone camera
  • Employees: Have a staff of 2 or more? Take individual photos of them, as well as group pictures.
  • Heating or Cooling Repairs: Have someone snap photos of you on the job
  • Satisfied Customers: Ask a satisfied customer if they’ll pose for a picture with you

Download Stock Photos From The Internet

If you don’t have access to a smartphone or camera, the next best option is downloading royalty-free stock photos from the internet. While this is far from an ideal solution, since these photos are used on multiple websites, it is better than having no visual content at all. Websites like pixabay.com offer free stock photos. Another alternative is selecting “labeled for free-use” under “Tools — Usage Rights” on Google image search, which will produce usable files. Stock photos should be:

  • Appealing: Appear realistic, rather than humorous or fantastical
  • Diverse: A variety of files, never used more than once on your website
  • Relevant: Relate to the HVAC industry, and the page topic specifically
  • Web-Ready: In an optimal file format

Optimize Your Photos For Web Use

Regardless of if you take original photos, or download stock images online, you’ll need to optimize them for web use. With images captured via smartphone, you can use dropbox or email to upload the files to the internet, at which point you can access them on your computer and make the necessary changes. Modern cameras usually come with a USB cord to upload photos onto your PC or Mac, while stock images downloaded from the internet are already on your hard drive. Once you have the files on your computer, follow these steps:

  1. Step 1 – Compression: Compress images with tools like Optimizilla or JPEG Optimizer
  2. Step 2 – File Name: Make a copy of your image file, and rename it with lower case letters (i.e. ac-repair-job.jpg)
  3. Step 3 – File Type: Save your image as a JPEG, JPG, or PNG file
  4. Step 4 – Upload: Using a content management system like WordPress, upload the photo to your library
  5. Step 5 – SEO: After placing the image on your page, enter relevant ALT Text for SEO purposes

HVAC Webmasters

Still having trouble finding, creating, and preparing images for your website? HVAC Webmasters can help you through the process. We offer photo optimization for HVAC companies as part of our website design services. We’ll fill your website with relevant images, either from your archive of original company photos, or with relevant stock photos downloaded from the web. We optimize each of your photos for SEO purposes, and to keep your website running as fast as possible.

Competing for HVAC leads in today’s market can be overwhelming. Websites are constantly trying to outdo one another with the latest trend or technique. For a process you can trust, invest in SEO services from HVAC Webmasters. We offer month to month (MTM) plans, as well as pay per lead (PPL) plans, giving contractors their choice of payment options. With MTM you pay a fixed price at the end of each month, while PPL requires payment only after an exclusive lead is generated for your company. Call (800) 353-3409 to learn more about our services.

HVAC Lead Generation Guide 2018

HVAC Lead Generation Guide Cover

INTRODUCTION

HVAC leads are acquired through 4 primary promotional techniques. They are; search engine optimization (SEO), pay per click advertising (PPC), content marketing, and social media advertising.

OBJECTIVE

Improving the 4 aforementioned methods to increase HVAC leads for 2018.

MATERIALS

  • Company Website (w/WordPress)
  • AdWords Account
  • Social Media Accounts

PROCEDURE

  • On Page SEO
  • Content Strategy
  • Content Marketing
  • Off Site SEO
  • Google AdWords PPC Campaign
  • Social Media Advertising Campaign(s)

Method 1: Search Engine Optimization (SEO)

The most cost-efficient way to generate HVAC leads is through search engine optimization (SEO). For those unfamiliar with the concept, SEO is the process of attracting relevant traffic through organic search results. This is accomplished by optimizing your online presence, both on and off of your main website, in order to rank higher on local search results for relevant keywords. SEO is broken into two main categories:

SEO 101 Graphic

 

Method 2: Pay Per Click Advertising

In contrast to SEO which takes time to implement and for Google to interpret, PPC offers more immediate results. Pay per click advertising requires an account with Google, and a subsequent development of a Google AdWords campaign. With PPC, company’s bid on ad space on search results for relevant keywords. A successful PPC campaign nets a positive ROI by spending the least amount possible, on the most relevant clicks. See below:

PPC Advertising For HVAC Lead Generation

Method 3: Content Marketing

Content marketing is a critical aspect of HVAC lead generation, and it applies to SEO, PPC, as well as; social media advertising. There is a saying in the online marketing industry that “content is king”. Having well crafted content encourages relevant users to navigate to your website, click on your ads, and engage with your social accounts. For these reasons, having a skilled and knowledgeable content team is critical to your success.

HVAC Content Marketing Graphic

Method 4: Social Media Advertising

Aside from paid search advertising, social media advertising is the foremost channel to reach prospective HVAC customers. While organic social media marketing has become less effective in recent years, advertising has done the opposite. Whether you are advertising on Facebook, Twitter, Instagram, LinkedIn, or YouTube, the goal remains the same; generate new leads.

Social Media Spending Graphic

CONCLUSION

Generating HVAC leads is not easy, but it can be simple. Following this 2018 HVAC lead generation guide gives contractors and companies an advantage over competitors with less experience and fewer insights. If you require further assistance with any aspect of your internet marketing campaign, you can call HVAC Webmasters at (800) 353-3409. We offer website design, SEO, PPC, social media advertising, and much more. We look forward to hearing from you soon.

Signs Your HVAC Website Needs Redesign

Signs Your HVAC Website Needs Redesign GraphicSince we are still in Q1 of 2018, many small businesses are considering this the “new year”. The new year is often synonymous with change and starting fresh. HVAC companies might be considering whether a new website is appropriate for the new year. That depends on many factors. The downside to creating a new website is that you might lose much of your established SEO and link equity. The upside is that you can rebrand your online presence and implement elements that you never before considered. Signs your HVAC website needs redesign include:

It’s Not Mobile

A website that doesn’t display optimally on mobile in 2018 is obsolete. Two-thirds of your conversions will be going down the drain, a ratio that will only increase with each passing month. Not to mention the fact that Google will drop your ranking due to lack of mobile usability. Generally, poor mobile websites have problems with

  • Compatibility: Failure to load on certain browsers or devices
  • Display: Poor presentation and / or viewport on various devices
  • Navigation: Difficult or clunky navigation
  • Speed: Slow loading pages

It’s Not Ranking Well

Your website might be extremely mobile-friendly but if it’s still not ranking well on local search results, there is a fundamental problem. This could lie in the HTML or CSS aspect of the site code, or it could rest in the technical aspect of SEO which deals with site structure, link redirection, etc. A poor ranking site is actually one of the greatest indicators that a new site is required. After all, you don’t have much to lose. Poor rankings usually stem from:

  • Amateur Coding: Bad HTML or CSS code
  • Poor Link Associations: Low quality inbound links (not disavowed)
  • Technical SEO: Server or site structure issues
  • Stock Templates: DIY website builders like Weebly or SquareSpace

It’s Slow

Nothing boosts bounce rate quite like a slow loading website. With the increase in mobile usage, an even greater premium has been placed on website speed. Google has equipped us with various tools to test our mobile website speed, and has even created initiatives to assist web developers in making faster pages. The fact remains, if your site takes more than 2 seconds to load, you can kiss a substantial portion of your market goodbye. Causes of slow sites include:

  • Flash: Incompatible elements like flash
  • JavaScript: Clunky JavaScript elements
  • Large Images: Non-compressed image files
  • Shared Hosting: Low-rate shared hosting plans

HVAC Webmasters Web Design

If your website suffers from any of the ailments above, now is the perfect time to invest in a redesign. HVAC Webmasters offers website design services to contractors throughout the United States. We will develop a brand new, fully customized website for your company. Each of our clients’ websites are designed as mobile-friendly and incorporate responsive design for optimal display across all devices. Our web design team is among the best in the industry.

Because our company is specifically designed for HVAC contractors, we know exactly what your target audience looks for out of a website. With this in mind, we craft your SEO strategy based on data accumulated from years of marketing in the heating and cooling industry. Our goal is to make your website rank towards the top of Google search results for local and industry keywords. Call (800) 353-3409 for website design services.

4 SEO Friendly HVAC Blog Topics

4 SEO Friendly HVAC Blog TopicsIf you haven’t heard, blogging about your heating and cooling business can increase website traffic and generate leads. The keyword being can, as opposed to will. Whether it does or doesn’t depends largely on the content of your blog post. In other words, what you blog about. Topics should cater to consumer needs and questions, and be written for their benefit, rather than to “trick” search engines. Here are 4 SEO-friendly HVAC blog topics:

Cost of Installation

Money talks. Consumers want reliable HVAC installations at a low-cost. What better topic to spark their interest than installation costs? Brag and boast about your favorable rates and superior quality, just make sure you can back it up. As we know, reviews play a role in online reputation, and promising more than you can deliver will cost you down the road. Keyword research should play a role in post titles. If people are searching for “what does AC installation cost?” that is a perfect name for your post.

Guides and Resources

To reach a consumer, try to see things from their perspective. If you were looking for heating and cooling services, what would you most value? The answer in many cases is guides and resources. For example, The AC Buyer Guide 2018 would be a good post title, as it would help consumers locate and identify competent HVAC contractors, and invest in their services. It just so happens that in this case, that contractor will probably be you, since your contact info will appear right underneath.

Location Specific

Traffic only matters if its coming from an area you can actually service. The best way to attract local consumers is by blogging about topics that are specific to their location. If you are an HVAC contractor in Dallas, TX, blogging about AC repair in the middle of the summer can really get traffic moving towards your site. After all, this is prime season for AC problems, and finding an affordable and reliable person to repair it can certainly peak interest.

Product Comparisons

There’s a line between buyer intent blogging, and informational blogging. The former should be the focus of HVAC companies, since revenue is the ultimate goal. With that said, certain topics blur the line between the two “types” and can actually end up contributing to lead generation. One of those gray area topics is product comparisons. Breaking down AC models and then explaining how you can install them can net you some quality leads!

HVAC Webmasters Advantage

Looking for innovative ways to market your heating and cooling company? You have come to the right place. If you liked these blog ideas, we have many more. In fact, we employ a staff full of elite-level content writers to construct individualized posts on behalf of your company, and optimize them on your website. Not only will you see a traffic increase for your site, but you will also begin to build local authority, and build up link equity as as sustainable business asset. To discuss HVAC internet marketing services, give us a call today at (800) 353-3409.

Advice For New HVAC Company Marketing

HVAC Internet Marketing Starter GuideEvery company has to start somewhere. For HVAC contractors looking to grow their business online, getting those first leads can be the toughest of them all. So many questions arise during the process. Where do I start? What method of marketing should I use? Unlike other lines of work, there is no how-to manual for generating HVAC leads. You can’t go to college and learn how to generate heating and cooling leads, you can only really learn from your own experience, or the experience of others. At HVAC Webmasters, we have decades of lead generation experience that we are eager to disseminate to contractors throughout the United States. As a general guide, consider some of the FAQ’s below:

How Do I Start Generating HVAC Leads?

This is usually the first question out of the mouth of a new contractor. And the answer might surprise you. The most important aspect of lead generation is tracking. Properly attributing the source of your leads is what will help you generate more of them, and generate them more consistently. Furthermore, proper attribution allows you to efficiently allocate resources, and maximize spending on the right kind of lead generation. Consider the following advantages of tracking:

  • Attribution: To produce leads, you must define and track their origin
  • Allocation: Once you attribute lead origins, you can allocate proper resources to the highest performing ones
  • Measurement: Now that you have defined your source, and targeted it accordingly, you must measure ROI in real-time

Do I Need an HVAC Company Website?

It’s quite simple really; the answer is yes. In the modern marketing age, a website serves as a digital representation of your company, and the lack of one limits your market reach, and compromises your reputation. We’ve already discussed lead attribution, and one of your most prominent attribution sources will be your website. But direct lead generation isn’t the only purpose served by your company website. In addition, an HVAC website provides the following advantages for contractors:

  • Branding: As your digital foundation, a well designed website helps develop your brand
  • Contact Information: Websites can serve as a channel through which prospective customers can reach you, which is why including elements like click to call functionality is critical
  • Referral: When plugging your company on business cards and other marketing materials, its good to have a website to share

Should I Use SEO, PPC, or Both?

The two most prominent online marketing techniques are SEO and PPC, and new contractors often want to know which they should use. PPC, which stands for Pay Per Click, is the fastest way to generate leads online, and therefore highly recommended for new companies. With that said, it shouldn’t preclude you from utilizing SEO, in addition. In fact, both concepts can work collaboratively to form an ideal marketing solution for new HVAC companies. Consider the similarities and differences below:

  • Market Reach: Both PPC and SEO can effectively reach a target audience, if properly implemented
  • Promptness: PPC works more quickly than SEO, making it a popular choice for new contractors
  • Sustainability: SEO is a more sustainable technique, as it does not require fixed payments to maintain reach

Should I Delegate Internet Marketing?

Running an HVAC company full time is difficult enough as it is, Attempting to perform internet marketing, in addition, is not highly recommended. Instead, you should delegate your HVAC internet marketing to a trusted and reputable company. Finding a service that meets your requirements can be time consuming. The best thing to do is to list the qualities you look for in a marketing company, and try to find one or more that meet those standards. At that point you can make an informed decision about which is best. Qualities to consider include:

  • Affordability: The price of services, whether monthly, yearly, or otherwise
  • Industry Knowledge: The company’s familiarity with the heating and cooling industry
  • Reputation: How well regarded the company is based on online reviews, proof of success, etc.

The #1 HVAC Internet Marketing Company

For a one stop solution to all your internet marketing needs, HVAC Webmasters is the perfect choice for you. Contractors new to the heating and cooling industry can be overwhelmed with information and competition. By partnering with our experts, you gain immediate credibility, along with access to a wealth of information about HVAC market trends, audience research, and other valuable marketing insights. We combine web design, SEO, PPC, and social media, to form the ultimate marketing solutions for new HVAC companies.

Anything not covered in this post can be discussed over the phone in your free SEO consultation. Whether you would like information on Facebook Advertising, brand development, logo design, or any other marketing concept, our team is happy to accommodate you to the best of our ability. In talking with HVAC Webmasters, you’ll feel right at home, as we have been working with contractors like you for decades. Unlike general marketing firms, we understand the details of the service industry, and the unique challenges it presents. Call (800) 353-3409 for advice for new HVAC company marketing.

3 YouTube Trends for HVAC Contractors

3 YouTube Trends For HVAC ContractorsYouTube has 1.5 billion regular monthly users. That’s an astounding number that spans across all demographics, locations, and devices. HVAC contractors looking to expand market reach in 2018 should take advantage of this massive audience. Below are 5 statistics that are sure the grasp the attention of every heating and cooling contractor or company in the industry!

Trend: Land Of Opportunity

Stat: 9% of U.S small businesses use YouTube

What HVAC Contractors Should Do About It: Strike while the iron is hot. Although that statistic has not been recently updated, there is still a wealth of opportunity available to HVAC companies with quality video content. With so many average monthly users, there is no better place on the internet to get eyes on your heating and cooling services. Investing in a condenser microphone, and brainstorming some video ideas can go a long way in producing good YouTube content.

Trend: On The Go

Stat: More than half of YouTube views come from mobile devices

What HVAC Contractors Should Do About It: If your website is not already mobile-first, it should be, and YouTube video content should follow suit. Be sure to produce content that displays well on mobile devices, and files that are compressed for mobile presentation. If you are an IPhone or Android user, your mobile device has many free app options in which you can record, edit, and compress, YouTube-ready video files.

Trend: Pulling the Plug

Stat: YouTube, and YouTube mobile, reach more 18-49 year olds than any cable network in the United States

What HVAC Contractors Should Do About It: Because YouTube mobile has become a 24/7 phenomenon, you can reach an audience any time, any where. The mediums through which you can reach them are content and advertising. Any YouTube member can upload content for free, while advertising space will of course, require payment. The best idea could be combining both methods to reach as many consumers as possible.

For assistance with YouTube marketing for HVAC contractors, call us at (800) 353-3409.

Why HVAC Competitors Outrank You on Google

HVAC Google Search Rankings

Why Are Local Competitors Ourtanking You on Google? The Answer Lies In The Details Of Your Internet Marketing Strategy

In 2018, almost every HVAC company knows that Google is the number one source for lead generation. What they question is why, in many cases, competitors are outranking them in local searches. Depending on who you ask, the answer is different. Many so called “SEO experts” will give you the run around, and provide a bunch of words without saying a whole lot.

The first step in determining why competition is outranking you on Google is identifying the websites ranking ahead of you for industry keywords. This can be done through a simple Google search of “HVAC company near me”. Make a list of all the websites ahead of you, and start analyzing their websites for qualities that you lack on your own URL. If you are being outranked, it is generally for one of the reasons below:

Content Quality

The quality of on-page content is a definitive ranking factor. When all things are equal, content quality usually serves as the deciding factor as to where a website will rank on Google search results. If your competitor is using a professional content marketing service, and you have written all the content on your own, it’ll be tough to outrank them on search results. It is really a matter of resource allocation. Investing more of your marketing budget into content can change the ranking of your website. Quality content is:

  • Engaging: Keeps the reader’s attention and lead them on a marketing journey
  • Relevant: Applies to the heating and cooling industry and services within it
  • Informative: Provides real value to the reader by informing them through content
  • Unique: Is written by human content writers and not scraped from other sources or generated by bots

Domain Authority

The one ranking factor that provides the most headaches for HVAC companies is domain authority. This factor cannot be directly influenced, and is based on an aggregate of metrics. Moz offers domain authority scores to websites based on their own algorithms, but is clear that it cannot be directly influenced. If you have checked all other aspects of your web page, and are still being outranked, it is likely due to domain authority. Factors that contribute to domain authority include:

  • Linking Root Domains: The quality of the root domain from which a link originates
  • Link Quantity: Number of total links
  • Link Quality (Trust): Quality of links based on a metric known as MozTrust
  • Unknown Factors: There are a total of 40 factors that go into domain authority, many of which are undocumented

Link Building

Links have always been a major ranking factor, but the evolution of Google algorithms has cracked down on many once popular link building tactics. Any type of manipulative link building is now disallowed by the search engine, and rightfully so. After all, user experience is the priority, and rewarding otherwise bad websites for their link quantity does not create an optimal experience for searchers. With that said, links still matter. Consider the factors below:

  • Anchor Text: The text from which links originate should be relevant to the correlating URL
  • Backlinks: Quality inbound links from authority websites have great influence on ranking
  • Internal Links: Comprehensive internal linking makes navigation simpler for website users
  • External Links: Links from one of your pages to a third party authority page helps your cause

Mobile Friendliness

More users are accessing your website on mobile devices than ever before. Mobile usage surpassed desktop way back in 2016, and if your website has yet to incorporate a mobile-friendly presentation, you cannot have expectations to rank well on Google search results. There are a whole list of reasons why mobile optimization is imperative to business success. Your mobile website should focus on:

  • Interaction: Using click to call functionality allows mobile users to call your office right from your website
  • Micro-Moments: Mobile users generally have 4 possible motivations, and it is the job of your website to meet those needs
  • Navigation: It is critical that mobile websites are easily navigable on phones and tablets
  • Speed: If your website fails to load within 3 seconds, expect an exceedingly high bounce rate

Schema Markup

A basic Google search will yield a list of 10 or so organic results. Scanning down the list you’ll notice that certain results look different than others. They appear more “rich” and have additional information underneath the main link. This is the result of schema markup which is the implementation of microdata to highlight certain elements of your website to search engines. Although not officially a ranking factor, schema markup indirectly influences rankings with:

  • Click Through Rate (CTR): More users click on websites with appealing results
  • Niche Marketing: HVAC websites can “mark up” individual service pages for niche appeal
  • Rich Snippets: Schema can earn your website rich snippets which improves appeal

Site Speed

A slow website will drop your ranking quickly. A page that takes more than 3 seconds to load will see a monumental increase in bounce rates. A bounce rate refers to the rate at which users exit your website immediately after entering. If a page fails to load, the first thing the website visitor is going to do is exit. This signals to search engines that users are not getting what they came for. There are several ways to influence page speed, including:

  • Accelerated Mobile Pages: Utilizing Google AMPs helps your mobile pages load faster
  • Hosting: Your host, and hosting plan have alot to do with your site’s speed, so evaluate both
  • Image Compression: Compressing image files makes them smaller and therefore quicker to load
  • Plugins: Refrain from using too many plugins, especially on WordPress, as they can bog down site speed

Social Signals

Moz published its Local Ranking Factors study in 2017 and found that social signals directly influence local search engine rankings. That means company activity on Facebook, Twitter, Instagram, LinkedIn, and YouTube all play a part in where your website ranks on Google. Absence of a social media marketing plan can severely limit your social signals, especially when competing against companies using professional services. Ways to enhance social signals include:

  • Content Curation: Sharing content from other sources that are relevant to the HVAC industry and your company
  • Content Sharing: Sharing blogs and other forms of original content on social platforms
  • Customer Interaction: Replying to social posts that mention your company
  • Profile Optimization: Ensuring contact information, especially website links, are up to date

Website Security

Google takes security very seriously. The last thing they want is for their users to suffer identity theft or for their devices to be infiltrated with viruses, malware, and spyware. With that in mind, you must ensure your HVAC website is secure. Much of this will depend on the Content Management System you elect to use. At HVAC Webmasters, we design client websites using the WordPress CMS. Some of the ways we secure client websites include:

  • File Permissions: Locking file and directory permissions prevents unauthorized access
  • Plugins: WP offers security plugins which can protect websites from hackers
  • Safeguard Passwords: We never let WP admin passwords outside of our office
  • Updates: WP offers regular updates to stay ahead of hackers

For assistance with HVAC internet marketing, give us a call at (800) 353-3409!

HVAC Internet Marketing Tips for 2018

HVAC Internet Marketing Tips 2018

2018 Trends to Watch Include; Audience Targeting and Sleek Web Design

The new year is upon us. Yes, 2018 is here and it promises to be another challenging but exciting year in the world of digital marketing. As a company that works with HVAC contractors on their internet marketing campaigns, we are constantly looking for ways to stay ahead of the curve. During 2017, we made strides in brand development, lead generation, and reputation management. In addition, we fully realized the importance of mobile optimization in the world of SEO. 2018 will bring along with it a new set of challenges, while maintaining ones from the past.

While we can’t predict exactly what will transpire in the coming year, we do know the general direction in which internet marketing is heading. User experience has always been a priority for search engines, but the technology with which they could accommodate it has never been more advanced than it is today. With that in mind, HVAC companies should plan for a 2018 that anticipates the needs of its customers and new creative ways to engage with them. Our access to user behavioral data is more present than ever before and we can use it to our advantage.

Narrowing Your Target Audience

With the rise of analytics across all industries, it’s not a surprise that internet marketing would be at the forefront of this movement. Technology has advanced to a degree where we can measure user behavior at a somewhat alarming rate. Regardless of how you feel about this concept personally, your ability to implement it into your marketing strategy will determine how successful your HVAC company is in 2018. If macro measurements look at the big picture, micro measurements narrow them into the most specific metrics possible. These include:

  • Channel Platform: How are users ending up on your website? Via Facebook? Via Google My Business?
  • Consumer Demographics: What is the age range of your average customer? The income level?
  • Product Usage: How are HVAC customers looking for your services? Is it via iPhone? Google Assistant?
  • User Engagement: At what point on your website funnel are users deciding to either complete the call to action, or abandon pursuit of your services?

An objective for 2018 will be using all the available information to perform tangible actions. How can we get information in front of our customers in the most efficient manner possible? Similarly, through what mediums will this information be presented? With the ascendance of voice recognition products like Google Assistant, the way users consume information will continue to evolve. HVAC companies that hope to establish themselves as mainstays in the digital marketing landscape will take all these things into account for 2018.

Rethinking Website Design

Antoine de Saint-Exupery said “A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away”. This is a philosophy that will define web design in 2018. In fact, the trajectory in that direction has already started. When users describe the “feel” of a website, what they are generally referring to is either an absence or presence of obtrusive material. Examples of obtrusive material in the context of web design include:

  • Awkward Navigation: Having to scroll down clunky graphic intrusions to view imperative calls to action will maximize your bounce rate
  • Content Blocks: Blocks of non-formatted, non-segregated text looks like it was written by a 4th grader on MS DOS
  • Popup Advertising: The concept of popup advertising should’ve went out with AOL discs
  • Stock Photos: By now just about everyone has seen the ridiculous stock photos that have become parodies of themselves

Crafting a website that marries sleek design with SEO will establish an instant foundation for your HVAC website. A clearly visible call to action along with condensed, informative content encourages website visitors to become customers. Content is not just about language however. Presentation matters. Segregating content with bullet points, images, and widgets will enhance user experience and therefore increase the likelihood of ranking high on Google search engine results pages.

 

The #1 HVAC Internet Marketing Company

HVAC Webmasters Meeting Office

HVAC Webmasters Is Ahead of The Marketing Curve

Where can you find an internet marketing service that is ahead of the curve, but also knows the day to day objectives of HVAC contractors? The answer is HVAC Webmasters. We combine imagination with practicality. Our website design services establish visual appeal to relevant consumers while our search engine optimization services ensure that they get in front of the right eyes. Aside from that, our content marketing services aim to enhance user experience and increase conversion rates.

What are your internet marketing goals for 2018? If you want to get out in front of the competition, the time to act is right now. HVAC Webmasters is ready to start designing your custom website today. Before you know it you will have a visually engaging website optimized for local search. HVAC leads can be hard to come by in today’s competitive digital marketing landscape. It is for this reason that you should invest in professional internet marketing from HVAC Webmasters. Call us now at (800) 353-3409.