Author Archives: HVAC Webmasters

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.

Picking an HVAC Domain Name

Picking and HVAC Domain Name

A Domain Name is an Extension of Your HVAC Company and its Brand

For many HVAC companies, the new year means the launch of a new website. While aspects of your website can be developed over time, one decision you will be stuck with is your domain name. You might think this decision is simple, but rushing into a domain name registration without considering all of your objectives can be a costly decision. That’s why HVAC Webmasters presents this guide to picking an HVAC domain name. Things you’ll want to consider include:


Make no mistake, your domain name is a direct reflection of your company’s brand. In today’s vastly digital marketing world, having a poorly branded domain name can mean the downfall of your entire business. In choosing a branded domain name, ensure that it is:

  • Concise: You want a name that is easy to pronounce so it can be exchanged verbally
  • Memorable: You want your name to jump off the business card, website, or social profile
  • Relevant: You’d like to get heating and / or cooling, hvac, or a similar industry term in the name

Remember, your domain name will travel with your business everywhere it goes. You may even go as far as investing in a car wrap with your domain name printed right on your truck. It won’t make any difference if the domain fails to exhibit any of the above qualities. With that said, a well thought out domain name can really catch the eye of prospective customers.

Domain Suffix

A domain suffix, sometimes referred to as a top level domain (TLD) is what follows your domain name after the period. In other words, the .com, .net, and .org you see on websites is the domain suffix. In almost every case, you’ll want to choose a .com suffix. This is true for the following reasons:

  • Innovation: The number 1 reason companies go away from .com is because their preferred name is already taken, but instead of choosing a different suffix, you should choose a more innovative domain name
  • Recollection: Because .com is most common, if you tell a customer that your website is .net they might forget later on and type a .com, bringing them to a different website
  • Reputation: The internet has its fair share of spammy, shady websites, and many of them don’t use a .com suffix, which can be an indicator of a risky site

You may note that certain government and non-profit institutions use .org which makes sense from a business perspective. But the way people receive non-organization websites that use .org is considerably different. The assumption, in most cases, will be that your company is not trustworthy.

Keyword Placement

Here is where domain names can get dangerous. Many companies mistakenly believe that using manipulative keywords as their domain name can drive tons of traffic to their site. Google warns against exact match domain names, and can actually penalize your site for using one. See below:

  • Exact Match Domain Name:
  • Relevant Keyword Domain Name:

As you’ll see in the first example, using the word cheap can be exploitative, especially if your services are not considerably cheaper than other ones in the area. Furthermore, the keyword cheap and the suffix .net make your website look spammy and thus unreliable. The second example shows how using the relevant keyword AC can be done so in the context of your brand. To further discuss picking an HVAC domain name, call us at (800) 353-3409.

5 Twitter Tips for HVAC Contractors

Twitter TipsTwitter is one of the most popular social media networks on the web. In fact, the network is documented to have 328 million active monthly users. But how can HVAC companies take advantage of that? Sometimes we hear about a lack of results from Twitter social media campaigns. What is separating the good ones from the best ones. Here are 5 twitter tips for HVAC contractors to enhance their social presence:

1. Define a Brand

Before you can start regularly tweeting, or sharing content, you have to define what your brand is as an HVAC company. Once you do that, you can begin to make consistent posts that fit within the context of that brand. These will include:

  • Blog Posts: Tweets of your blog posts from your internal blog
  • Content Curation: Re-tweets of other relevant, HVAC-related, content
  • Mentions / Customer Interaction: Get your profile mentioned with the @ sign by interacting with customers
  • Original Tweets: Tweet original thoughts within the context of the HVAC industry and your brand

2. Complete Your Profile

Some HVAC contractors, or the marketing companies advising them, think it’s enough to simply sign up for a Twitter account. It isn’t. You need your profile to be 100% complete. How do we mean this? Your profile must have:

  • Company Logo: Display your logo as your main image
  • Header Image: Upload a header image which usually has landscape type dimensions
  • Location: Map your address and zip code to your profile
  • Profile Description: Give a thorough description of your company

3. Follow Relevant Accounts

Association matters to reputation. Who you associate with online reflects on your company and its values. Consider following authority accounts both inside and outside the heating and cooling industry. This can include part suppliers, vendors, other HVAC companies, home improvement institutions, etc. Make sure everyone you follow is:

  • Affiliated: Partner companies, franchise extensions, etc
  • Credible: Seen as ethical within the HVAC industry
  • Impactful: Accounts that rate HVAC companies, or something similar
  • Verified: You should only follow verified accounts (outside of extenuating circumstances)

4. Avoid Automation

Not everyone of your tweets should be an auto-posting of your blog. Twitter users are much more likely to engage with tweets that are written in a conversational tone and address real topics. Non-automated tweets make use of:

  • Hashtags: #hashtags are a twitter mechanism that allows all users to follow a common subject
  • Trending Topics: Twitter lists trending topics both locally, nationally, and globally
  • Informal Tone: Try using more day-to-day language to make customers feel connected to you
  • Original Thought: Unique thoughts and perspectives are always good

5. Measure Performance

With Twitter Analytics, HVAC companies can measure every aspect of their social performance. This is critical for both consistency and improvement. Knowing what you are doing right helps you keep doing it. Knowing what you’re doing wrong helps you avoid it, and change it into something more helpful. Metrics to look at on twitter analytics include:

  • Impressions: The amount of times your tweets are being seen
  • Engagement: The percentage of a tweet that is being interacted with based on its number of views
  • Lost / Gained Followers: Measure the amount of followers you lose or gain over a set time period
  • Mentions: The amount of times your company or profile name is being mentioned on Twitter

The #1 Twitter Marketing Company for HVAC Contractors

HVAC Webmasters is a Twitter marketing company that specializes in the heating and cooling industry. We know exactly how to influence HVAC consumers so that we can convert them into leads and eventually customers for your company. We have years of experience working with companies just like yours. If you would like to discuss these 5 Twitter tips for HVAC contractors, or start your Twitter marketing plan today, give us a call at (800) 353-3409.

HVAC SEO Results Time Frame

Discussing HVAC SEO Time Frame

There are Additional Marketing Steps and Strategies That HVAC Companies Can Take While They Are Waiting for SEO to Begin Taking Affect

We live in a society of instant gratification.That’s not to say it as a criticism, as much to illustrated the indisputable reality of the modern day marketing landscape. And why shouldn’t customers expect more faster? After all, we have more information and resources available to us than ever before and the ability to communicate that data at lightning speed. With this in mind, HVAC contractors thinking about an SEO investment, should consider one possible drawback; it takes time. HVAC Webmasters understands that while, despite the modern marketing landscape, the waiting process is still worth it, and there are other things you can do to supplement your traffic while you wait for search optimization to take full affect.

How Long Does HVAC SEO Take?

The time frame depends on many factors, many of which are impossible to illustrate without direct knowledge of the HVAC company attempting to implement it and their strategy for doing so. If you have nothing to start with, no website, no business listings, etc. — you can expect the process to take anywhere from 4-6 months. To be clear, there are exceptions to this rule but they are based on variables that we cannot consider without more detailed information.

How to Start the HVAC SEO Process

Knowing that it will take a while, but also understanding its long-term benefits can be monumental, it’s time for HVAC contractors to start implementing the SEO process. You will want to start with some very basic principles that will set the foundation for every optimization tactic that is left to follow. They are:

  • Brand Establishment: Before you even think about a website, SEO, or any online marketing, make sure your HVAC company has a brand, a logo, and the proper certifications
  • Content Development: You’ll want to write out a content marketing plan (including keyword research) that you will implement when the website is up
  • Domain Name Registration: You’ll need a website name, preferably one with a dot com suffix
  • Web Design: You’ll need a professional web designer to construct a custom SEO-friendly website

After you complete these initial steps, you can move on to the more advanced SEO techniques. These techniques are what will ultimately rank your website on the top of Google search engine results pages (SERPs). Again, this process can take some time — up to 6 months actually. The important part is setting the foundation so that you can reap the benefits in the long-term. An old-fashioned concept perhaps, but one that can really pay off in the modern age.

What to Do While You Wait for SEO

HVAC companies who invest in SEO practices, knowing that the process takes some time, are going to have to find a way to supplement their digital traffic. Since you won’t be ranking on Google organically right away, your next option is to turn to pay per click advertising. This allows websites to bid on certain keywords and pay for spots on the very top of Google SERPs. These results to have a small “ad” icon next to them, but otherwise look like a normal Google result. Advantages to PPC advertising for HVAC contractors include:

  • Conversion Rate Optimization: All the hard work of SEO can pay off quickly by drawing traffic to your newly optimized HVAC homepage
  • Fast Results: Generate traffic to your website while you wait for SEO to translate on SERPs
  • Geo-Targeting: Target your ads to specific locations and customers you know you can service
  • Measurable Results: Gain valuable data about consumer behavior as they relate to your ads

Think of PPC as your short-term remedy to the SEO time frame. Pay per click is not a long-term strategy because it is not sustainable like search optimization. Instead, pay per click takes advantage of market inefficiencies, and pockets of the market that are undervalued and require greater supply. It is a great way to drive traffic to your website in the short-term, knowing that you’ll eventually establish yourself as a digital HVAC mainstay in the long-run.

The # HVAC Search Engine Optimization Company

HVAC Webmasters specializes in contractors in the heating and cooling industry. We know exactly what their customer base is, and how to market to them. How? We’ve been working with A/C repair companies like yours for years. We are not just some “general” marketing firm that serves all types of clients. We focus specifically on HVAC companies. You can trust that we will implement an SEO strategy that will work in the long-term. But we won’t stop there. We’ll make sure your results happen fast with PPC advertising and other forms of inbound marketing. For the best HVAC internet marketing services in the country, give us a call at (800) 353-3409.

How HVAC Contractors Should Use Facebook

Creating HVAC Facebook Page on Tablet

HVAC Contractors Should Utilize The #1 Social Media Network

It’s no secret that Facebook is the number one social media network on the planet. But how can its popularity be used to benefit HVAC companies? Furthermore, is the time and effort required to effectively market a business on Facebook worth the time and effort? Let’s start with the basics. There are 2 types of Facebook pages:

  • Personal Pages (Default): A typical Facebook page intended to network with friends and family members, as well as to follow businesses, institutions and public figures
  • Business Pages: An alternative Facebook page designed specifically to market companies and connect them with digital followers

As an HVAC company, it is common sense that the Business Page is the one most beneficial to you. But the questions remain. How valuable is it? And is it worth the effort? As far as value goes, consider some of the things Facebook Business Pages can do for HVAC contractors:

  • Analyze Customers: Perhaps the most understated benefit of a Facebook Business page it’s generation of performance data (using Facebook Insights) that can help refine marketing practices moving forward
  • Boost SEO: An active Facebook page in which consumers engage with, sends out social signals which influence local search rankings
  • Establish Brand: It might seem like an immeasurable quality, but branding your company makes a world of difference, a claim backed up by almost every marketing study
  • Target an Audience: Since Facebook profiles list age, location, employment, interests, and more, companies are able to define an ultra-specific audience and target posts or ads to them

Based on the list above, it is fair to say that Facebook Business Pages offer value for HVAC contractors. If we concede, that, the question becomes, is it worth it? The only way to answer that question is with measurable data. As a contractor, measurable qualities to look for in a Facebook marketing campaign include:

  • Cost/Gain Per Customer: The money spent to acquire each customer vs. the money made
  • Leads Generated: The numerical value of how many leads came as a result of FB
  • Return on Investment (ROI): The overall net gain from FB in comparison to the investment

These are some tangible numbers that contractors can look at and determine whether or not the effort and time invested in Facebook is worth it. Be careful not to consider one number only. After all, there are qualitative effects that social media activity can have on other channels of lead generation. For example, if you are generating leads through organic search, don’t discount the effect that Facebook could be having on that success. Forgetting about social media just because leads aren’t coming directly from the source, can cost you money elsewhere.

The #1 Facebook Marketing Company for HVAC Contractors

If you have decided that Facebook marketing is something you’d like to pursue, consider HVAC Webmasters for your social media marketing needs. We work exclusively with HVAC companies like yours and have the unique knowledge of exactly what your customers are looking for. We don’t lump you in with massive corporations. Instead we focus on the heating and cooling industry. Call (800) 353-3409 to further discuss your interest in a Facebook Business Pages for your HVAC company.

Seasonal PPC Tips for HVAC Contractors

PPC Tools AdWords and Analytics

Segmenting Keyword Targets By Season, Helps HVAC Companies Best Market Their Services

As the autumn season arrives, a change in temperature will affect HVAC businesses, some more so than others, depending on their geographic location. HVAC companies that know how to take best advantage of Pay Per Click (PPC) marketing can use seasonal changes to their advantage, and use market inefficiencies to keep business at an optimal level, year round.
Consider these 3 PPC tips for HVAC contractors:

Tip 1: Change Your Keyword Targets

Each season, the market demand for several heating and cooling services go up and down. For example during the summer months, contractors should see a boost in demand for the following services:

  • AC Repair
  • Central Air Installation
  • Ductless AC Repair / Installation

In contrast, the cooler months, particularly winter in most regions, will see a boost in these service types:

  • Furnace Repair
  • Heater Installation
  • Heater Maintenance

The spring and fall seasons will see spikes as well, perhaps not as pronounced as the summer and winter months, but also highly dependent on the location and climate. Regardless of the circumstance, keyword targets should align with the seasonal market demands. Using keyword research tools and location targeting, contractors can highlight services depending on the need for them within a given service area, and at a certain time period.

Tip 2: Geo-Targeting Ad Campaigns

With knowledge of seasonal-dependent keyword relevance, contractors should further optimize their PPC campaigns with location targeting. While there are several ways to cut wasted ad spend, one often overlooked factor is geo-targeting. Consider these 3 tenets of geo-targeting:

  1. 1. Only market where you serve – advertising to users who live outside your service area wastes marketing dollars on people who cannot be converted into customers
  2. 2. Run location specific campaigns – The appeal of an advertisement will vary based on the location from where it is consumed, one way to optimize revenue is to alter campaign ads to target the consciousness of certain communities
  3. 3. Supply for Demand – Pockets of towns and cities within your service radius might be under supplied in some facet of HVAC service type, which you can then market to and create that opportunistic supply

Much like keyword variance, location specific targeting takes advantage of market variables. Just like the seasons call for different types of services to be in greater demand, so to do locations. Effective marketing is really about connecting with the consumer, and understanding how each of them is different, helps you segment PPC campaigns.

Tip 3: Spend Marketing Dollars Wisely

The 3rd and final PPC tip for today’s post is related to both of the previous ones. In fact, it ties them together as a complete marketing objective. To keep your revenue consistent year-round, you will have to account for market variables that include seasons, locations, and more. But to truly have this strategy work optimally, you must set a dynamic budget. This includes:

Seasonal Budgeting

Just as we said keyword relevance fluctuates based on season, so to does the amount a company should spend on paid search. In certain climates, budgets for the spring and autumn seasons may require a significant decrease in investment. Since home’s are not too hot, or not too cold, families become less reliant on heating and cooling units. There is still opportunity during these seasons, and both optimizing and budgeting for them helps keep revenue at its optimal and consistent level, regardless of time.

Weekly and Monthly Budgeting

Exactly how specific can budget control get? Extremely. There is so much data available today, that marketers can actually determine the very time of day that a person is most likely to spend money on home service repairs. With this knowledge, budgets can be scaled based on something as specific as month, and even week. A review of your previous ad campaigns can help determine which months have been most successful in the past, and why that was the case.

The bottom line for HVAC PPC campaigns, is efficiency. Squeezing every last dollar out of the campaign based on research supported targeting, adds up to an impressive total at the end of the year. HVAC Webmasters can help you with every aspect of your PPC campaign. To further discuss this opportunity, give us a call today at (800) 353-3409.