Author Archives: HVAC Webmasters

Streamlining SEO for HVAC Contractors: Tips and Traps

As more consumers look online for their heating and cooling services, HVAC contractors clearly have a lot a work to do if they want to keep up. When faced with all the challenges of digital marketing, it’s only natural to look for ways to streamline content production. The trick is knowing how to tell smart management apart from cut corners!

A Clean Site Design Offers Great SEO for HVAC Professionals
This Favorite Example Offers More Results With Less Content!

Today, we’re going to examine ways that contractors can optimize their websites ways that both Google and potential customers enjoy. Beware the traps we’ll discuss, but hunt for the exciting opportunities to enhance SEO for HVAC professionals. Let’s dive in!

Common HVAC SEO Traps

Everybody likes a good shortcut. They make life simpler and offer means of saving time, money, and effort. When it comes to SEO for HVAC professionals however, shortcuts cause all too many companies to fall from the upper ranks.

Example of Bad SEO for HVAC Sites

The Most Dangerous SEO Shortcuts

  • Prioritizing Keywords over Engagement
  • Building Text Walls
  • Spun Content
  • Mass Targeting

Consider the purpose behind all of these shortcuts. Most are designed to either take advantage of search engines, to try to game the system. In the end, users are the ones to lose out because of poor content quality. By sacrificing engagement with potential customers, HVAC contractors end up with rapidly dropping site performance. This ultimately results in lower rankings and lost leads.

Simplified SEO for HVAC Contractors

Now that we’ve talked about how to side-step those dangerous website pitfalls, let’s focus on how to make your website shine in Google search rankings! There are dozens of elements that feed into SEO for HVAC professionals. Instead of trying to tackle them all, we’re going to focus on a handful of habits that make it easier for business to manage their websites (while getting better search results).

Ultimately, web developers pursue two goals when they craft a website:

  • A convenient, enjoyable user experience (UX)
  • Optimization for better Google rankings

Each of the streamlining suggestions below enhance how Google and potential customers perceive your website (plus your company in general).

Site Structure

Clean Design, Easy Navigation

According to consumer research, it takes the average person only 0.05 seconds to form a preliminary opinion about a website (SWEOR). Visual cues from your homepage mold first impressions for your site visitors. These include your:

  • Company Logo
  • Navigational Menu
  • Your Call to Action
  • Overall Graphic Style (Color Scheme, Use of Space, etc.)

If a graphic designer approaches your company with an idea for a complex web design, run like the wind. When it comes to site structure and visual elements, simpler generally means better. After all, homeowners and commercial clients aren’t looking for Nobel Art Prize winners. They’re hunting for dependable professionals that offer quick solutions for their problems.

Stick with site designs that make it easy to see your calls to action, so that visitors can contact you from any page. Let your menus be just as concisem, without packing them with extra services.

Services

Prioritize and Promote

Over the years, your HVAC contractors will spend countless hours training, earning certifications, and learning new systems. It’s tempting to take all of that raw ability and craft a page for every single service your team provides. But casting a bigger net rarely provides great results when it comes to SEO for HVAC companies. That’s why the lesser pages of Google SERPs (search engine results pages) are littered with sites offering dozens and dozens of slightly different services.

If your really crave more attention for your services, offer fewer options. Stick with two to four major service categories, and present a handful of related services beneath each one. Even if you run an extremely diverse HVAC company with additional industry services, you’ll still find better results by restricting your offered portfolio. Remember, you can still mention more specialized solutions in your page content. Just keep your menu short and concise.

Service Area

Basic Service Area, Major Cities

Too many HVAC contractors feel that they need a city page for every single town within their service area. If your heating and cooling company only supports a 20 mile radius, that’s manageable. But businesses that cater towards larger geographical areas could end up with hundreds of city pages that don’t actually help bring in business. In fact, this habit could harm your business if your website relies on spun city pages like we talked about earlier.

Instead of trying to write or spin a page for every single town in your service area, focus your attention on a dozen or less. Create handwritten content that’s optimized for that particular city, and really dig deep into your on-page search engine optimization. Instead of getting zero results for a bunch of poorly developed city pages, you’ll start earning steady influx from the smaller quantity with incredible content.

Showing How Concise Design Helps SEO for HVAC Professionals
Focus on a Handful of Major Service Categories!

SEO Solutions for HVAC Contractors

These tips should guide your business towards higher search rankings across the board. While shortcuts provide plenty of opportunities to save your business time, money, and effort, always aim for website design that balances SEO with premium user experience. That balance provides the best long-term growth for heating and cooling businesses.

If you’d like to learn more about SEO for HVAC companies, or if you’d like a specialist to analyze your online marketing program, our team at the HVAC Webmasters would love to help! Our clients dominate local search rankings for more clicks, more leads, and more customers. Call us anytime at (800) 353-3409!

Posted: | Updated: Jun 20, 2019 | Categories: General, SEO

Crafting Truly Valuable Website Content (for People)

An Example of Website Content in a Service Page

What is Website Content?

When managers hear the word “content”, they often roll their eyes. That’s because many associate the word with content marketing, a passive promotional tool that almost always takes time to show results. While this strategy provides exceptionally low-cost results for businesses, website content goes beyond what you see in blog posts or Facebook stories. Website content also includes copy, images, and videos provided throughout your service pages, homepage, and more!

Today, we’re going to talk about the ultimate goal of website content: engaging potential customers. Our version may not look exactly like you’ve pictured content in the past, but your HVAC business will experience exceptional growth if you follow these principles. Let’s get started!

How Do You Write Content?

Practical, value-driving content stems from the industry, your company services/products, and your customers. While there are numerous planning stages that go into crafting material that gets your business ranked on search engines, builds authority, and promotes your business, the actual writing process can be remarkably simple if you remember who you’re writing for.

People: eager renters, frustrated business managers, and frantic homeowners looking for answers to their problems. Your content should directly and clearly answer their questions and relieve their situations.

The (Simplified) Content Writing Process

  • Step #1: Find the right question(s).
  • Step #2: Research related keywords so that you understand their lingo.
  • Step #3: Answer their questions and provide a solution.
  • Step #4: Briefly offer your services at the end.

Website Content Management

Now let’s go back and look at the process in a little more detail, from concept development to long-term content enhancement. Below, you’ll find some of the essentials that our own seasoned content writers incorporate to build engagement! Keep the basic four steps we’ve gone over in mind as you read through.

Development

What Makes Good Website Content?

If you really want to develop exceptional material, stop asking what your business is going to get out of it and start asking how your clients will benefit. High performance content offers detail-rich information for the target audience, then presents it in an easy-to-digest format. Google searches – homeowners rely on these more and more for essential services – ultimately represent a quest for information. The best service pages, blogs, tutorial videos, etc. all stem from the needs of consumers and client businesses.

How to Get Website Content From Clients

“Great! Now how do I get that information and turn it into working content?” Perhaps the ideal place to start your topical research is in keyword analytical tools. Ask any website content writer at the HVAC Webmasters what their personal favorite tool is, and there’s a good chance they’ll direct you towards a service called Answer the Public (seen below).

Analytics Tool Offers a Report on Website Content

This analytics company pools reports on the most commonly searched phrases and questions surrounding a given topic (such as “website content”). There are countless other research tools out there to help you develop your topic and keyword strategy!

Management

How to Manage Website Content

All too many businesses make the mistake of posting insightful, carefully-written material and never making any additional use of it. But there are so many ways you can take advantage of the content you’ve already written. There’s…

Ways to Share or Recycle High-Quality Content

  • Facebook Wall Posts
  • Facebook Live Adaptations
  • Linked Tweets
  • Instagram Stories
  • Professional Associations
  • Homeowner Publication Adverts
  • Revised Guides (HVAC Guide for 2019)

They say that if you love something, you should set it free. Your content takes on a whole new life when it circulates through social media, professional association blogs, and other sharing outlets. Quality website content creation takes a lot of research and effort. If you love a particularly well-crafted blog article, homeowner’s guide, or infographic developed by your team, why not share it with others?

Enhancement

How Do You Create Better Content?

One of the healthiest questions your marketing manager can ask is “How can we do better?” Effective content development requires you to examine key performance metrics on your service pages and see which ones aren’t generating lead calls (and/or emails). That’s something every business should do on an annual basis.

An Informative Blog Post Making Good Website Content

Sometimes, you don’t even need to generate brand new content. Remember that wonderful, but slightly aged infographic or video tutorial your team made a few years back. Instead of letting it sit in digital storage, try breathing some new life into it by updating it for this year! When it comes to homeowner heating and cooling guides, conventional industry wisdom may stay relevant for decades. You can still get a fresh take on age-old tips from the pros.

Starting Your Content Journey

One of the advantageous aspects of developing content in the HVAC industry is that your customers have already provided all the conceptual work for you!

  • “My AC unit isn’t blowing cold air anymore.”
  • “Is it worth buying a high-efficiency furnace?”
  • “Should I switch my heating over to electric?”

Address your customer questions in your service pages, blog, and other writing outlets, and you’ll see a noticeable increase in lead calls. That’s especially true if you’ve done quality keyword research!

Want More Professional Insight on Website Content?

Developing a high-performance website takes serious research, a deep understanding of the industry, and knowledge on the world of HVAC SEO. The Nolen Walker team provides growth-driving, lead-generating online marketing services to help your business succeed! To learn more about our solutions, including content development, talk with one of our friendly experts at (800) 353-3409.

HVAC Webmasters Logo
Posted: | Updated: Jun 5, 2019 | Categories: General

Does Your HVAC Website Convert?


Heating & cooling contractors often wonder why their website doesn’t bring in as many leads as they hope for. Most of the time it is the result of low click volume which is a product of poor web design, codebase, and search engine optimization. But what about advertising? For contractors running PPC campaigns, the low click volume could originate from a poorly managed advertising strategy on Google, Facebook, or elsewhere. Despite these common occurrences there are instances in which traffic is coming in but leads are not. In cases like this, the problem is with conversion rate optimization. If your website is frequently visited but is not converting those visitors into leads then there is work do be done. Here are some of the reasons websites don’t convert:

Call To Action

Every high conversion website has a clear and convincing call to action. There are too many websites that simply don’t have their basic information listed on the header and footer of their homepage. Every visitor should know who you are, where you are, and what you do. Those three things are non-negotiable. It is not enough however to simply list a phone number. The text must be sized correctly so that users can easily see it. You want the phone number to be big and in the face of the prospective customer. You also want the phone number to be clickable on mobile devices by integrating click-to-call functionality. This way, mobile users can become leads with a simple click making it more convenient than ever to generate new clients online.

HVAC CTA Example Screenshot

Personalization

An underrated factor in website conversion rates is personalization. What do we mean by that? Have you ever been to an HVAC website that has stock photos or low quality photos? These kinds of images may currently be on your website. What you may not have considered is how a lack of personalization can impact conversions. Visitors who see personable contractors are more likely to call than those who see stock photos or images of angry-looking HVAC employees. This concept is more rooted in traditional marketing than digital marketing but the two merge in this instance. Consumers who have a level of comfort with the business are going to be more likely to engage with them which manifests itself in the form online leads for HVAC.

Personolization Example Screenshot

Site Speed Optimization

Visitors who bounce off your page immediately will not convert. One of the most typical reasons for an especially high bounce rate is site speed. When sites fail to load within 3 seconds most visitors will bounce. This is particularly true of visitors who access the site through mobile which accounts for more than half as of 2019. Speeding up your website can really help conversions but achieving higher speeds takes some technical sensibilities. For one, your site can’t have too many large files on it, including images that may slow down loading speed. Furthermore, your HVAC site must have clean codebase which means no obtrusive JavaScript or excess WordPress plugins from 3rd parties. Clean designs tend to load fast, increasing conversions.

Google Page Speed Insights Screenshot

How SEO & Website Conversions are Related

We mentioned earlier in this post that most failing websites don’t have a conversion problem as much as an SEO problem. But the reality is that these two things are inherently connected. Google ranks websites at least partially based on how users behave on them. To put it more simply, if your website is poorly designed and lacks clear calls to action, it is unlikely to rank well in the first place. You cannot convert visitors you don’t have. Conversely, converting the visitors you do have will often lead to an even higher ranking because the same principles that foster conversions also signal to Google that your website is worth moving up on search results. HVAC Webmasters provides digital marketing services for contractors across the United States. We optimize sites for search ranking and conversions while implementing your company photos and offering three logo revisions (if necessary) to improve presentation.

HVAC Webmasters Logo

Posted: | Updated: Jun 4, 2019 | Categories: Podcast

Avoid The Buying Leads Pitfall, Invest in Your Own Brand

Buying a lead is not the worst idea an HVAC contractor can think of. After all, leads drive your business. The problem is that in our experience when HVAC contractors do buy leads, the leads are expensive and the contractor is unhappy with the lead. But the issue with buying leads actually expands even further beyond the frequency of dissatisfaction associated with them. Buying leads on their own is a pitfall for you company and dissuades you from investing in the type of marketing resources that progressively increase your brand visibility and generate sales organically and in a manner that can be sustained over a longer period of time moving forward.

“I Hate My Lead Source”

If you are an heating & cooling contractor who has uttered these words you aren’t alone. In fact you are merely one of thousands of your contemporaries who share the same sentiment. Although leads as a concept are not foolish since the goal of every business is to make profit, the practice of lead buying is inferior to the theory. This is mostly due to poor quality lead distributors who offer “shared” leads rather than exclusives. But even with the best of the worst, leads can become a pitfall for HVAC companies who are climbing uphill vs local competitors.

“I Want More Leads”

Despite the well-documented disgust with lead sources many contractors continue to buy them. Why? Because at the end of the day they still want more leads. Because securing a lead brings money to their business it becomes a cyclical desire for the company. The profit is just enough to seem like it’s worth it for the heating & cooling business. Getting more leads can be a challenge especially with sources offering shared leads. Worse yet, it often distracts contractors from other forms of marketing that will actually end up producing more sales over the long-run.

Shifting Mentality: Invest in Yourself

When you purchase a lead from a platform it is them who benefits most. When the consumer purchases your services, the allegiance is to the lead platform and the lead platform is where they will likely return when they need another. This is true even of paying for clicks on Google Ads, Facebook, etc. The reality is that you are investing in these platforms (other people’s platforms) instead of your own. The goal should shift towards investing in your own brand and growing the allegiance of consumers towards your own likeness. This way, you will generate sustainable business for your company and not shell out hard-earned funds to conglomerates.

Custom Website

First thing you’ll need is a custom website with schema markup. A website can be the central hub of your HVAC company and create a foundation for subsequent web work. Most websites today are built with templates, either from a WordPress theme market or from DIY website builders like Wix, Weebly, and SquareSpace. While they have their advantages of course, they don’t have the type of long-term potential that custom sites do. They are limited in terms of organic optimization as well as long-term control of your brand which is what we want to avoid.

Google My Business

Nobody will take your company seriously without a Google My Business page. You might ask how this is different than a lead platform since you are investing in Google rather than yourself. First of all, you are not investing money. Google My Business is free to claim and match with your Google Maps listing. Second, GMB listings can be linked to your main website so that your own web property becomes associated with the Google listing as well as the Google Reviews and Google Maps placement that comes along with it. All of this is free of charge for companies.

Search Engine Optimization

The best leads actually come from organic clicks on Google. Ranking for terms like “ac repair” and similar phrases can drive searchers to your website or Google My Business Listing. In either case, if they are properly optimized for conversions with calls to action like phone numbers, you can really earn most of your profit organically. SEO is the best long-term strategy for online marketing since it is an investment in yourself and becomes a sustainable profit generator for years and decades to come. SEO can also be used together with paid advertising.

A Full Scale Approach

A single strategy may not always work out. In fact, it seldom does. It is the combination of several strategies that help HVAC companies earn sales online. What we can say though is that an investment in leads only is counterproductive to your overall web presence and is unlikely to keep you in business very long. If you want to buy leads, that option is still available to you. But make sure that while you’re doing so, you are also investing in your own brand and platform so that you can reap the long-term rewards of a full and robust web presence. Try partnering with a full digital marketing agency like HVAC Webmasters where every base is covered in 2019.

HVAC Webmasters Logo

Posted: | Updated: Mar 26, 2019 | Categories: Lead Generation

They Can Optimize Their Own Site But Will They Optimize Yours?


When HVAC contractors look for marketing services online they usually search Google. The companies that come up in those searches have clearly optimized their own websites which is why they are ranking on page one and why you clicked on them. But just because their own site is optimized doesn’t mean they will optimize yours (to the same degree) if and when you become a client. Independent researchers noted specific cases where client websites did not meet even close to the standard set by the company website. This dynamic is very misleading to prospective customers who are expecting the same type of optimization effort on their own site. Pitfalls of working with SEO companies are not new. Lip service is a fairly common occurrence for web geeks. Understanding how to weed out the bad ones can pay off in the end.

Aggregate Reviews

Achieving Maps placement is important but it is not possible without reviews. Google prioritizes HVAC businesses that have established a reputation through reviews. Generating reviews is not an easy task necessarily but it is a relatively simple one. As a client of HVAC Webmasters your website includes our Righteous Reviews widget which allows customers to leave a review directly on your website which is than distributed to Google, Facebook, or Yelp. Also, the widget populates existing reviews of your company from those same platforms and displays them for all visitors to witness. The best way to get someone to leave a review on your website is to ask in person.

Deep, Heavy Content

Websites that optimize typically have deep, heavy content. That means multiple in-depth pages explaining different aspects of their services. That means weekly or monthly blog posts that provide valuable and informative reading material on the subject matter. A one page website will never optimize to its potential. For Google to acknowledge a website as an authority on a topic, it must showcase its relevance over and over again. Good content is not a one time action, it must be written and published consistently including with relevant internal links to enhance user experience.

Maps Placement

For HVAC companies many clicks will come from Google Maps. The Local 3 Pack appears on search results for HVAC related queries and if you are properly optimized can generate a substantial number of leads. Since The 3 Pack is showcased above traditional organic results, customers are more likely to click them. It is estimated that close to 70% of searchers click organic results over PPC ads but Google Maps listings are included as part of “organic” results. The best part about being included on the Local Map Pack is that you’re likely to also be on regular organic results.

Organic Clicks

As a full digital marketing agency our team provides advertising services in addition to SEO. We help HVAC contractors with their Google and Facebook ad spend and attempt to maximize revenue from that technique. While ads can certainly be helpful, organic clicks still provide the greatest ROI which is why we believe so strongly in them at HVAC Webmasters. Because organic results are achieved through a series of optimization tasks they do not require the same kind of fixed payment that PPC advertising does. SEO is sustainable so organic clicks will continue to yield profit over time.

Is Your HVAC Website Optimized?

Sometimes contractors don’t know whether or not their site is optimized. They certainly are aware of the amount of leads they are generating but may not be able to identify what is working and what is not working on a website. That’s why Google Analytics and Google Search Console are very important tools for all business owners. HVAC companies must see tangible results in the form of organic clicks. The good news is that Google Analytics can be set up on any website, free of charge. With the tracking code live on your website, you will know definitively how much traffic it is generating. If it happens to be showing lots of clicks but you are receiving minimal calls, the issues with your SEO campaign could have more to do with conversion. Still, the SEO process is not truly complete until it completes the job of generating a lead. Having a professional perform an SEO audit of your website can be helpful but make sure they are providing you with legitimate information and not just lip service.

Call (800) 353-3409 to Optimize Your HVAC Website

Posted: | Updated: Jun 25, 2019 | Categories: Podcast

Top Questions To Ask an SEO Expert

There’s many in the industry who claim to be SEO experts but the only way to find out for sure is to ask tough questions about their business. You will find that when an SEO company is trustworthy they won’t oversell their service. Instead they will try to educate you on how their service works and help you understand whether or not it is a good fit for your company. On today’s episode of The HVAC Marketing Podcast, owners Nolen and John explain the process of identifying a legitimate marketing company for SEO services.

Are You a Specialty SEO Company?

A good question to ask for HVAC contractors is whether or not the SEO company specializes in a specific niche. For example, HVAC Webmasters specializes in marketing for HVAC contractors. While a specialty doesn’t always equate to a high quality marketing company, it is certainly a point in their favor. Experience promoting similar businesses is a clear advantage over those who have only represented other kinds of industries. You might also ask if the specialize in a certain “type” of SEO which is normally a red flag.

Do You Provide Original Content?

A website without content cannot maximize its SEO. But some contractors mistakenly believe their site already has content. While there may be text on the pages, it is often copied from other sources and rendered null and void by Google. You can check if your page content is scraped by visiting Copyscape. You can have a lot of content and not have any rankings. After all, why would Google want to show the same content as another page that is more well established and more relevant? Also, ask them if they have writes on-staff.

Catching Them in a Lie

The best thing you can do as an HVAC contractor is catch an SEO expert in a lie. They might not be transparent about their billing process and use black box billing to forward your SEO payments towards pay per click marketing. While it might get you calls early, it will not sustain itself over time because the money you paid for SEO is a monthly fee. If you notice that your SEO suddenly stopped working, you’ve been worked. Ask them upfront how their billing process works and weather they use SEO money for other tasks.

Posted: | Updated: Mar 8, 2019 | Categories: Podcast

Shame Tactics That Big Marketing Companies Use

Marketers will use every trick in the book to mislead wide-eyed contractors for financial gain. Here are some of the most common ones.

#1 The Shell Trick

The shell trick started when “real SEO” quit being done. This occurrence took place around 2014 when Google’s algorithm raised its demands for what it took to rank a webpage online for relevant keywords. Fast forward to 2019, and implementing quality SEO is more difficult than ever. As a result, marketers have offered packages that breakdown costs into different shells. They will say that SEO costs x amount, mapping costs x amount, PPC costs x amount, etc. There is no all-inclusive packages with the shell trick which is its inherent problem. Big marketing firms will shame customers who are unwilling to invest in each shell. When SEO is done right, it includes all aspects of it and doesn’t need to be broken down into a bunch of different categories in its pricing structure.

#2 The Glorified Hosting Fee

Marketing companies often present their services as a detailed procedure involving in-depth website management and optimization. The reality for many is that their payment is a glorified hosting fee. You receive a decent-looking template website that is rarely worked on and are then sent monthly reports generated by 3rd party tools like SEMRush, AHRefs, MOZ, or others. Many of these reports are confusing but do enough to appease the average HVAC contractor for the time being. Not because the HVAC contractor is gullible or unintelligent but because they are being mislead by professional manipulators. Worse yet, big marketing institutions will shame companies who question the results of their services.

#3 Blackbox Billing

If you pay $5,000 to invest in a PPC campaign, many marketers will hold on to $3,000 of it, claiming that it is going towards your other parts of the shell in the aforementioned shell trick. Since you pay the marketer directly, and not Google Ads, you are at their mercy. There is no transparency involved with these transactions but it does cause HVAC contractors to get screwed out of their hard earned money. If you ask why you aren’t performing well, many marketing companies will shame you into spending more. The worst part is that the $3K being redistributed does not actually go towards quality work (in most cases) so there is really no advantage whatsoever to working with these kinds of SEO firms in 2019.

HVAC Webmasters: A Transparent Alternative

At HVAC Webmasters, we do SEO the right way. Never once have we utilized any of the tactics listed above, nor have we shamed contractors into believing that their lack of spending is the reason why marketing services lack quality. As an all-inclusive SEO agency, we perform everything from custom website design to full search engine optimization, which is all included in our SEO package. We even do custom coding, schema markup, content writing and marketing, as well as regular site work. Having worked with HVAC companies for the better part of the decade, we have built a great rapport with the industry and understand how to best market those services.

Posted: | Updated: Feb 28, 2019 | Categories: Podcast

Organic SEO Is Your 24/7 Employee For Your HVAC Company

Prior to the internet, HVAC companies would employ people to hand out flyers door to door. While this strategy might’ve been somewhat effective in 1969, you could not work an employee more than the maximum number of hours in a day because of federal and state level regulations. But what if HVAC companies could have a 24/7 employee who generated leads at all times of the day and night? They can by investing in Search Engine Optimization (SEO).

That’s right, SEO serves as an effective employee for HVAC contractors who are looking to acquire customers in their local service area. Whether it is Google Maps or organic results, SEO can pay major dividends for companies in 2019. Best of all, SEO never turns off, making it a non-stop lead generator for heating and cooling companies.


Organic SEO consists of many elements. One of the most important for HVAC is local SEO. Since HVAC companies are usually local, targeting consumers within in a defined radius creates the most favorable ROI. But local SEO is not the only aspect of optimization. On-page, Off-Site, and Technical SEO also collectively influence a company’s search visibility. Obviously, the more well represented you are on Google SERPs the more valuable of an “employee” that SEO becomes. Think of it like a salesperson who converts at a high rate. You would pay them more than the person who only gets one lead per 1,000 consumers. The great thing about SEO, is that once you establish rankings, the lead generation process can become an ongoing asset.

Why Organic SEO Works 24/7

Consumers have never before in history had so much access to A) an internet connection and B) a device on which to access it. Most public places have WiFi connections, and most Americans have a mobile device of some kind on their person. Even at times when people are away from a WiFi connection, phone carriers allow for internet access through their servers. The bottom line is this, a considerable amount of consumers can now access the net 24/7. What this means is that a search for HVAC services can happen at literally any time, and with SEO, your search results will be there waiting for when it does happen. The higher the search ranking, the more times users will view and click on your search result, and ultimately enter the sales funnel.

Organic works 24/7 because of:

  • Consumer Behavior
  • Mobile Devices
  • WiFi Connections

Is Organic SEO Cost Efficient?

A 24/7 employee would presumably by expensive, right? Wrong. Organic SEO is one of the most inexpensive employees you will ever have on the payroll. While some digital marketing campaigns require an ongoing investment like PPC Google Ads and Facebook Ads, SEO is far less of a financial burden. The best part is that once established, its ROI becomes astronomically higher than that of any kind of paid advertising. That is because its cost is so much lower. Keep in mind that like with any other kind of marketing investment, SEO is dependent on quality. Proper optimization will yield substantial ROI in typical cases, but poorly executed SEO can end up as money down the drain. Preventing inferior SEO companies from selling you their services is easier than you might think. There are multiple red flags to look for when evaluating a potential SEO company for your heating and cooling business. Here’s why good SEO is cost efficient:

  • Low Cost
  • Ongoing ROI
  • Sustainable Growth

Planning The Right Organic SEO Strategy

Knowing that the quality of an SEO strategy can make or break its effectiveness, HVAC contractors should understand what it takes to plan a strategy that is projected to succeed.

A proper SEO strategy consists of keyword research, URL structuring, and high quality content writing. Other supplementary factors also play a role, such as; website design, link building, and geo-mapping. HVAC Webmasters can develop a strategy on your behalf and then execute it with our team of 20 webmasters. We’ll identify the top primary keywords in your market and target them with pages which are properly structure into a logical URL hierarchy. We will then write content that matches the industry standard and appeals to readers and search engines alike. Finally, we will regularly monitor your organic process using Google Analytics and Google Search Console and make any changes dictated by suggestive groups of data.

Keyword Research

Tools like MOZ Keyword Explorer, SEMRush, and UberSuggest can provide keyword volume, competition, and opportunity. When searching for keywords, HVAC companies should only target those that have buyer’s intent. What that means is terms that insinuate an intention from the searcher to buy your service. An example of this would be “ac repair service” which implies that they are looking for a service. A counterexample is “ac repair diy” which indicates the searcher is looking to fix the appliance themself rather than pay someone else to do it. Buyer intent keywords are more valuable to HVAC contractors because they are easier to convert into paying customers instead of having empty web traffic for the sake of it.

URL Structuring

Keywords should be structured within categories and subcategories to form a URL structure. For example, AC Repair might be a top level page and a main keyword. AC Coolant & Leak Repair might be a subcategory of that main page and go for a more specific and long-tail keyword. Google will then crawl the URL structure and understand that AC Coolant & Leak Repair is a subset of AC Repair. Not only does this help Google index your pages for favorable search rankings but it helps users navigate the website logically and helps them find the precise page that they are looking for. Keep URL slugs aka permalinks as short as possible while still explaining the topic of the page. An example of this would be hvaccompany.com/ac-repair/coolant-leak. You’ll notice that any stop words like “and” are removed from the permalink since Google crawlers ignore them anyway.

High Quality Content

Content remains one of the most important aspects of organic SEO. Google stresses that unique, engaging, and valuable content will separate itself on search rankings. Part of an effective SEO strategy is writing content that meets this criteria. For it to do so it must be written by professional level writers with a knowledge of both the HVAC industry as well as best SEO practices. Good content is not always easy to find, especially when you are looking for someone who has both of the criteria mentioned previously. HVAC Webmasters can write this kind of content for each page and blog post on your website.

Call (800) 353-3409 For Your 24/7 SEO Employee

Posted: | Updated: Feb 22, 2019 | Categories: Podcast

Why Marketing Companies Abandoned Real SEO

Marketing companies have mostly abandoned the fundamentals of SEO in favor of less effective but more salesworthy tactics. Find out the nuances of why these companies are leading clients down the path of most resistance and what can be done to steer clear. HVAC Webmasters has been marketing for contractors for the better part of the last decade and we’ve seen it all when it comes to search optimization.

Posted: | Updated: Feb 14, 2019 | Categories: Podcast