Author Archives: HVAC Webmasters

User Experience + User Interface for HVAC: The 2021 Guide

HVAC User Experience

What is User Experience for HVAC Websites?

User Experience or UX is the ease in which visitors interact with your HVAC website, including navigation, information, and efficiency. The goal of UX is to meet the user’s needs and encourage them to take decisive action on your website.

What is User Interface for HVAC Websites?

User Interface or UI is the presentation and appearance of your HVAC website, including its design, theme, and general design framework. UI contributes to UX because well-crafted interfaces enhance the user’s overall experience.

The Influence of UX & UI on HVAC Consumers

Have you ever visited a website and became frustrated because it was challenging to navigate or because you couldn’t find the information? Conversely, think of when you were on a website, and everything you came for was available with just a few clicks. These interactions are examples of User Experience and User Interface (UX and UI): the former being a bad example and the latter being a good example. 

UX and UI are closely related to website design, which may be a subject outside your realm of experience as an HVAC tech or contractor. However, they are vital to your company’s success because they are closely related to marketing and lead generation. If you aren’t familiar with HVAC user experience or user interface, then read on as we provide a basic primer on these concepts. 

Showing How Concise Design Helps SEO for HVAC Professionals

Differentiating UX and UI

On the surface, the user interface and user experience look like the same thing. They are very closely related; however, it’s essential to know the difference. UI is a subset of UX. UX considers how a person feels when they are on your website, while UI deals with the more specialized technical aspects of how the user interacts with the website. 

You can think of it in these terms: UI is relegated to technical aspects while UX deals with complex technical and human aspects of website design and function. 

What Goes Into Good UX and UI?

Again, you may not have a lot of in-depth knowledge of UX and UI design, but you should know what it takes to create a site that gives visitors what they want. The process of UX and UI design should include:

Planning

Whether you are tackling UX and UI yourself or working with a designer, it’s crucial to establish well-defined goals for your HVAC website. You may offer HVAC services, and you may sell HVAC equipment. So your goal would be to promote your products and your services. 

You may only provide HVAC services, in which case the purpose of your website would be to promote only your services. You may have a blog intended to educate people on HVAC services, so you’ll want to get as many eyes as possible on your posts. Whatever the case may be, you have to be aware of what the goals are for your site.

Defining Personas

In UX design, a persona refers to the class of people who are likely to visit or use your website. It’s essential to determine your persona as clearly as possible so you can design your website according to their technical proficiency and preferences. For example, if your target market is middle-aged homeowners, you will want to create your UX around that persona. 

Mapping

Now it’s time to take your UX goals and your personas and use them to create a map that will guide them toward action. Mapping for an HVAC website may look like a homepage, service pages, contact page, appointment page, etc. You will want to create a flow of clicks based on who is likely to use your site and their needs, goals, and behaviors.

Page Schematics

Once you have a map (or two) set up, it’s time to turn it into a visual schematic. You can use plenty of tools to create the page schematic of your website, but no matter which device you use, the goal remains the same: create a basic framework for your website that outlines how the visitor will navigate it. 

Page schematics illustrate the layout of your website. The schematic should be created and closely scrutinized before actual development begins. At this stage, you will need to work out page sizes, content layout, and navigation elements.

Site Testing

Site testing can provide you with tons of helpful information before your website goes live. You may not always have the luxury to test a prototype of your site with actual users before it goes live, but if you do, take advantage. 

Site testing involves gathering a small group of users (personas) and taking into account their input as they navigate the basic prototype of your site. Was it easy for them to see all the pages? Did they get the information they were after? Were they able to take specific actions? Was the site responsive? 

A/B Testing

Your job continues once you have completed all the steps mentioned above and your site goes live. Real-time testing should be conducted regularly, also known as A/B testing, and it can help you make quality HVAC user experience upgrades to your site. 

A/B testing involves running your current site against a variant and seeing which one performs better (which gets more clicks, more traffic, engages people for longer sessions, etc.). A/B testing should run for at least seven days, so you can get a good sample size and get a clear idea of what can be improved. 

Website Design for HVAC Companies

All in all, your UX design should be marketing-oriented. Your website should be the primary source of leads for your HVAC business. Here at HVAC SEO Webmasters, we design websites that are not only focused on UX and UI; but ones that also help you gain new customers. When customers book your HVAC services, your website has achieved its goal, and your marketing budget provides a substantial ROI in 2021.

Posted: | Updated: Apr 26, 2021 | Categories: Web Design

HVAC Business Consulting: Help Your Company Thrive in 2021

HVAC Business Consulting (Cover)

As an HVAC technician branching out and starting your own business, you have probably logged many on-site hours. You paid your dues as an apprentice, became a journeyman, and now you want to be a contractor.

If you have made it this far, you probably realize that none of your hours on the job has taught you anything about starting your own business. No matter how skilled and experienced you are as an HVAC tech, you may feel like you’re at a loss now that you are thinking about starting your own company. 

Most tradespeople don’t have everything figured out when they first branch out on their own. That’s why HVAC business consulting can be beneficial. HVAC business consulting can give your new company a strong foundation on which to grow. 

If you just started your HVAC business and need some help with consulting, marketing, or business development, get in touch with us here at HVAC SEO Webmasters

Business Principles

You already know how to do your job. You know what customers like and what they don’t like. You know how you prefer to operate when you’re on the job. Your knowledge base serves as the framework for your business principles: the basic tenants by which you conduct your business. 

But how do you impart these principles to new hires and staff? The first way that HVAC business consulting can help you establish a successful business is by helping you with teaching and staff training. 

An HVAC business consultant will consider how you prefer to run your business and your priorities as a technician and help you teach your team to operate in the same manner. 

It’s important to lay these principles out early on as they will serve as the foundation of your business. They will also help give an identity to your business so that it stands out amongst the competition. Later on, you can even use these tenants for marketing your business. A skilled consultant will help you carve these principles out so that you can train your team accordingly. 

HVAC Business Consulting

Business Goals

Where do you see your business in 5 years? Where do you see it the next month? These are probably questions that you have considered, but a good business consultant will help you define answers to them. 

These will be your business goals: milestones to work toward based on your expectations and hopes for your business. It’s essential to clearly define your business goals and set up reasonable milestones to help you stay focused. 

The last thing you want is to flounder because you are not working towards any goals. Scaling your business should be one of your goals, and a consultant can help you with that. It’s important to note that you shouldn’t compare your company to others when scaling. Every business grows at its own pace. At the same time, you shouldn’t set the bar too low. 

If you choose business consultants, try to opt for one with expertise in HVAC, trades, or home services. The best business consultants connect with local companies that you can partner with to make the scaling process smoother and quicker. 

HVAC Marketing

Any HVAC business consulting firm you work with should help you with marketing or at least connect you with someone who can. Marketing your company is crucial because there is no shortage of HVAC companies competing in your local market and service area. Marketing will help you stand out and tell your company’s story. 

Since HVAC companies are most certainly local companies, your consultant should help with things like local SEO and geographically targeted ads. After all, you aren’t trying to reach customers in Birmingham, Alabama, if you are operating out of Omaha, Nebraska. A good consultant will have ample experience with marketing your company to the local clientele. 

Budgeting

Every business is unique. You may have a lot of capital to start with or operate on a tight budget. In any case, a quality HVAC business consultant will help you set up a reasonable budget that will allow for company growth without sinking you into debt – no matter how much initial money you have.

An HVAC business consultant will help you layout a reasonable budget for employee salaries, supplies, fleet, insurance policies, marketing, advertising, and other essential expenses. When you have a clearer idea of what it takes to operate your business, you have a clearer idea of what it will take to make your company profitable. 

Ongoing Operations

So far, we have gone over points that have more to do with the initiation of your business and less to do with ongoing operations. A good consultant will step in once your business is up and running to smooth out operations. 

It’s always a good idea to have an objective pair of eyes on your business once it has gained a footing. Often, you are too involved with the daily operations to see where you can make improvements. A business consultant can assist in identifying problems and creating solutions.

They can offer a fresh (and experienced) perspective on your business and show you ways that you can smooth out operations and become more profitable than you may have missed. They should help with things like scheduling, personnel selection, ongoing marketing efforts, and local partnerships. 

Consulting From HVAC SEO Webmasters

There is a lot that goes into running your own HVAC business. But as far as the marketing goes, we’ve got you covered. Here at HVAC Webmasters, we have been specializing in successfully marketing small HVAC companies around the country. With services like web design, SEO, and reputation management, we can help flatten the learning curve when marketing your HVAC business. Call us to learn more about how we can help your HVAC business thrive. 

Posted: | Updated: Apr 26, 2021 | Categories: General

5 Things To Look For During HVAC PPC Campaign Analysis

PPC Campaign Analysis

PPC (Pay Per Click) ad campaigns can be an excellent investment – especially if your HVAC company is young and lacks a substantial customer base. Not only do PPC ads give your business an instant shot in the arm in terms of lead generation, but they can also significantly increase your brand awareness in very little time. 

Whether you are new to PPC advertising or have been using it for a long time, though, all your investments into it may be in vain if you are not managing your campaign correctly. Your job isn’t done after your ads go live. PPC ads require regular testing, tweaking, and PPC campaign analysis is a must if you want to get the most from your investment. 

It can be a very daunting task, but PPC campaign analysis is very important for your HVAC company. To help ease the burden a bit, HVAC SEO Webmasters will share some points of emphasis that to keep an eye out for when critiquing your PPC ad campaign. However, if you want to learn how to turbocharge your PPC ad campaign right now, give us a call here at HVAC Webmasters.

1) Data Reports

Many HVAC contractors would like to omit to pour over the myriad data that PPC ad campaigns produce but doing so puts you at risk of wasting money. Data reports are essential if you want to know how your ads are performing and whether you are getting your money’s worth. 

However, some tools can make analyzing the data simpler. For example, a heat map can show you how well your landing pages and ads are performing, which CTA’s are generating clicks, and where your visitors may be losing interest. 

Not only do heat maps provide you with crucial data, but they also make the data easier to digest. If you are a visual learner, tools like heat maps can make PPC campaign analysis much more straightforward. 

PPC Strategy Tools

2) Automation and Algorithms

The big problem that many HVAC contractors have is that they don’t have time to manage their PPC campaign once it goes live successfully. The fact is that PPC campaign analysis does take a significant amount of time if you want to do it right. 

So if you are short on time, our recommendation would be to take advantage of Google Ads automation and algorithm features. Smart Google ad campaigns can automate several time-consuming tasks for you. 

For example, the bidding process for keywords can be fully automated. Smart ad campaign data reporting is also simplified. Instead of flooding your account dashboard with indecipherable information, only the most pertinent data for your campaign is displayed. With ad automation, you won’t have to worry about where your ads will display. The Smart Google ads option will automatically display them across the Google network. 

3) Conversions

Of course, you always want to keep a keen eye on how much your ads convert customers. Impressions are great, but they don’t mean much if they are not converting. You have to get an accurate idea of the conversion rate of each of your ad campaigns if you want any shot at successful PPC campaign analysis. 

To get a clear picture of how much your ads are converting, it helps to track data in digestible chunks. For some, this could mean tracking daily, weekly or monthly spans of data. Most PPC ad services will also allow for conversion tracking, allowing you to tie clicks to visitors who actually completed a sale. Be sure to take advantage of these tools so you can get an accurate idea of the rate at which your ads are converting. 

4) Competitor Analysis

In digital marketing and advertising, it can be beneficial to look over the shoulders of your competitors. When analyzing your ad campaign, it can be helpful to see what your successful competitors are doing that you may not be. 

Ad content is essential. You should keep your ad content as fresh as possible. So if you are running low on ideas, as is so often the case with long-running PPC ad campaigns, take a look at some of the content strategies other HVAC companies are using. Examine their ad formats, which platforms they are advertising, and even what CTA’s (calls to action) they are using. 

You should never plagiarize, but peeking now and then can give you just enough inspiration to keep your ad content fresh and alluring. 

5) A/B Test Results

Last but not least, you should regularly conduct A/B tests on your ad copy and page performance. A/B testing allows you to see how a variation of your current ad would perform compared to the original ad.

First of all, you should be conducting regular A/B tests on all your live ads. Yes, all include even your best-performing ads – remember that there is always room for improvement. Then you have to take a close look at what the A/B testing turns up. You may find that you can reach a higher conversion rate with a simple change in the ad copy layout or by switching a CTA here and there. 

Also, be sure that you are getting a large enough sample size. Most experts agree that you should let A/B testing run for at least seven days to get comprehensive data you can use to improve your ads. 

PPC Campaign Analysis Services

We know that even just these five aspects of PPC campaign analysis can be a challenge. And while we don’t want to discourage anyone, this is just scratching the surface. So if you ever need professional help with PPC campaign management, we are here to help. We have experience with HVAC PPC ad campaigns: both in crafting effective ads and successfully managing them. Put a PPC professional in your corner today.

Posted: | Updated: Apr 21, 2021 | Categories: PPC

Landing Page Optimization for HVAC Companies

HVAC Landing Page Optimization

Landing page optimization will make your landing pages more effective, garner more clicks, earn you a higher ROI on your advertising campaigns and generate more HVAC leads in 2021 and beyond. 

There are specific landing page optimization methods and practices proven to increase effectiveness. By simply implementing some or all of these methods, you can spare yourself the burden of completely overhauling your landing pages and merely make a few tweaks. 

What is a Landing Page for HVAC Companies?

A landing page is a specific web page that users enter after clicking on a branded link such as a Google search result, a Google advertisement, or an email marketing promo. For HVAC companies, a landing page promotes your HVAC services and encourages consumers to take action.

HVAC Landing Page

Optimizing Your HVAC Company Landing Pages

Your landing pages are responsible for converting visitors into leads. A lot of HVAC business owners overlook this vital role that their landing pages play. The fact is, however, that you need to monitor their performance of your landing pages closely. 

Namely, how many leads they are generating each month. Most people won’t get landing pages right the first time. Sometimes it takes several months of testing, tweaking, and monitoring to get everything just right. That is the process of landing page optimization. 

Rocky HVAC's New Site Design

Use a Heat Map

The first step in landing page optimization is identifying what is working and what isn’t. Even if your landing page is performing well (generating new leads every month), there is always room for improvement. One of the essential tools you will need for landing page optimization is a heat map. 

A heat map will essentially show you what people are clicking on your landing pages. It is a visual representation of your landing pages with numerical data on how many clicks your calls to action are getting, how far down the page people are scrolling, what parts they are reading or looking at, and much more. 

A heat map will help you understand what is earning you clicks and what needs to be improved. Our advice would be to procure yourself a good heat map tool first. Hotjar makes a very intuitive and helpful heat map, and they even offer a free trial. 

Other Helpful Tools

Visual data analysis tools come in many shapes and forms. Most of them have something very insightful to offer in terms of landing page optimization, though. Here are some more tools you should certainly consider working with to optimize your landing pages:

Scroll Maps

A scroll map is another type of visual data report. You will be able to see the layout of your landing pages superimposed with different colors. Most tools use red and yellow to indicate where people spend the most time on your landing pages. Green and blue usually represent the sections getting the least attention or scrolling before they leave the page. Crazyegg offers one such scroll map that’s easy to use and very intuitive.

Bounce Rate Analytics

Your bounce rate refers to how many people leave your landing page without taking favorable action like clicking through to your main website. Of course, you want your bounce rate to be as low as possible. So a bounce rate calculator is valuable because it shows you if your landing pages are effective or not. It can provide valuable insight into what pages need adjustment. 

Overlay Reports

An overlay report provides you with similar data as a heat map. It will tell you exactly how many clicks different sections on various landing pages are earning and provide in-depth data on individual landing page elements. 

Before You Go Live

This section will discuss things you can do to set yourself up for success before your landing page goes live. Don’t worry if your landing page is already live, though. The following section is all about current landing page optimization.

Stick to the Point

Many people go wrong with landing pages when they stray away from the original point. As you design your landing page and come up with a copy for it, remember to keep the goals of the landing page in mind. If you are an HVAC contractor, your plan will likely sell your visitors on a specific service—focus on presenting that service positively and how it can make the visitor’s life easier or better. 

Limit Clutter

You may be tempted to load your landing pages with high-quality images, but sometimes less is more. A clean, stripped-down design is usually the best approach for landing pages.

Keep Your Audience in Mind

Think about who is most likely to view your landing pages. Maybe people who require emergency HVAC services, new homeowners, or people seeking a specialized HVAC service. Make sure your copy speaks directly to the people clicking on your ads. 

Optimizing Live Pages

Add an Exit Popup

An exit popup is a prompt that comes up when a visitor is about to click out of your landing page or navigate away. An exit popup can help increase conversions by 5% to 10% and, in some cases, much more. 

Compelling Calls to Action

Your call to action should engage the reader. Instead of “call now,” try something like “increase your A/C efficiency.” Again, a compelling call to action will speak to the needs of the visitor. But make sure not to make it too long or complicated. 

Keep the Most Important Information at the Top – Actionable buttons, offer details, contact information, and other elements that would spur a visitor to action should be at or near the top of your landing pages. Keep them away from the bottom, where people would have to scroll down to see them. 

Tweak Headlines

Sometimes, all you need is a simple headline change. Experiment with different text but keep in mind that the goal is to grab the visitor’s attention.

A/B Testing

A/B testing is the process of altering a current web page and showing the original and amended one to an equal amount of visitors to see which version performs better. A/B testing is an invaluable tool for improving your landing pages and gaining key insights. 

Posted: | Updated: Apr 2, 2021 | Categories: Web Design

The Essential HVAC Google Ads (AdWords) Guide

Google Ads for HVAC

What is Google Ads for HVAC?

Google Ads (formerly known as AdWords) is an online advertising platform for HVAC companies and other businesses to promote their services through ads on Google Search, YouTube, and other web entities within Google’s Display Network.

Google Ads Logo

Google AdWords Rebrand

Google Ads (formerly Google AdWords and Google AdWords Express) is an online advertising solution that businesses use to promote their products and services on Google Search, YouTube, and other sites across the web.

If you’ve been looking around the internet wondering what the heck happened to Google AdWords, what you are looking for is Google Ads. The prevalent advertising platform went through a bit of a rebrand in July 2018 when Google officially renamed it to Google Ads. 

But the rebrand didn’t change how effective these ads can be. Google ads are still ridiculously effective, and the numbers don’t lie. Google Ads is one of the few advertising platforms that have reported net earnings every year for the past 19 years

You can analyze the data in several ways. For one, it means that marketers are ever putting their trust in Google Ads. Why? Probably because it works. Secondly, it speaks to the effectiveness of these ads. While Google has never officially disclosed how many sites are in the display network, it is undoubtedly a staggering figure. Indeed, at least, more than other online advertising platforms. 

More people see Google Ads more than any other kinds of ads on the internet. The impressions alone make Google Ads for HVAC effective for contractors. Google Ads will help you reach your target audience no matter where you are. 

If you are interested in PPC (Pay Per Click) services and Google Ads for HVAC, we can guide you through the process on a one-on-one basis. Contact us here at HVAC SEO Webmasters for a full rundown on Google Ads for HVAC and professional assistance. 

For now, please read our guide on Google Ads for HVAC. 

Google Ads Basics for HVAC

One of the essential assets that Google Ads affords its customers is audience targeting. For HVAC customers who run a local business, this is crucial. After all, what good would it do to have your ads run in New York when you operate in Kentucky?

A Google Ads Dashboard

Geo-Targeting

The first thing you need to know about Google Ads for HVAC is that you can pinpoint a specific display location for web surfers. Geo-targeting will help you reach people that you can reasonably service. 

Keyword Research

The second thing you need to know is which keywords you choose and bid on are very important. We will get to the bidding process in a bit. For now, you have to make sure that you have a list of keywords that you want to rank. For example, if you want an ad that promotes your A/C tuneup service, you would choose keywords that are directly related to A/C tuneup like “AC tuneup services,” “AC efficiency,” “Air conditioner maintenance,” and the like. 

Ad Appearance

Next, know that you can choose how your ads appear on actual searches and with which keywords. For example, you can choose to display your ads only when the exact keyword used to search matches the keyword(s) you have selected for your ads. You can also set the broad match option that will display your ad for specific keywords and search queries. one or more of the keywords you have selected for your ad. 

Bidding

Lastly, you should know that Google Ads works on a bidding system. You can’t simply pay for an ad based on a specific keyword you want to target and hope it will reach the top rankings. Google Ads show up at the top of search engine results pages. But you will have to bid for the top spot. 

A Primer on Google Ads for HVAC

Now that you know some of the basics of Google Ads for HVAC, let’s take a look at what you can do to get the most out of your investment.

Logo for Google Ads

Headline Practices

First and foremost, your headlines have to align with the content the visitor will read or hear about when they click the ad. So if your ad headline reads “Furnace Repair,” you better make sure the landing page is at least chiefly about furnace repair. Also, it helps to include the keyword in your headline. 

Free Extensions

If you are paying for Google Ads, you can access free ad extensions. Ad extensions allow for more information to be displayed along with your basic ad. This information can include specific links to pages on your website, contact information, a link to your location or service area via Google Maps, promotional offers you may be running, and more. Google also offers you tools to track the effectiveness of your extensions. 

Remarketing Ads

Remarketing or retargeting ads display ads to people who have interacted with your website in the past, or have demonstrated interest in your services. The ads can appear on any site within the Google Ads network. They can be very effective too. Retargeting ads give businesses an average boost of 43% in conversion rates

Use Conversion Tracking

Conversion tracking is another tool that Google offers, and it’s invaluable if you are using Google Ads for HVAC. Conversion tracking gives you critical insights into how well your ads are performing. The data it provides can help you tweak your ads as necessary and allow you to calculate your advertising ROI accurately. 

The 5 Google Ad Types

There are five main types of Google Ads.

  • Search Ads: show up on relevant Google search engine results pages. 
  • Video Ads: Run before, after, or during YouTube videos. 
  • Display Ads: Seen on any of the many Google partner websites.
  • App Ads: Appear on a variety of mobile apps within Google’s marketplace. 
  • Shopping Ads: Displays pricing information and ads on relevant Google search engine results pages. 

Quick AdWords Tips for HVACR

We’ve covered the important stuff. But here are a few extra tips to help you get the most out of Google Ads for HVAC companies:

Local AC Repair Ad

Target Less Popular Keywords

If your advertising budget is scant, it may be more beneficial to bid on less competitive keywords but are still relevant to your services. 

Invest in Good Copy

No matter how much you pay for your ad, it will be for naught if you have a poor headline or poorly written content on your landing pages. Take the time to write compelling ad copy or hire an agency/freelancer.

Closely Monitor Performance

Keep a watchful eye on how many new HVACR leads you are getting from your Google ads. Google Ads can be highly effective but don’t just take them for granted. Monitor their performance regularly. You can even tweak high-performance ads for better conversion.

Google Ads Management Services

Here at HVAC Webmasters, we specialize in PPC ad campaigns for HVAC contractors. We can help you advertise on Google, Bing, mobile platforms, and more. We can make sure your ads reach the right audience, support your ads to rank higher, and increase your sales. Learn more about how our PPC ad services can bolster your conversions by talking to us.

Posted: | Updated: Mar 26, 2021 | Categories: PPC

The Best Google Reviews Guide for HVAC Contractors

Google Reviews for HVAC

What are Google Reviews for HVAC?

Google Reviews are testimonials or feedback left about your business on your Google My Business listing. The reviews show up beside your listing on Google Maps and Search and often influence the user’s perception of your HVAC company. Businesses can request reviews with the URL short link available in your Google My Business dashboard.

Google Reviews Count

Why HVAC Companies Need Google Reviews

Google reviews mean a lot to your business for many reasons. Perhaps the most straightforward explanation is that a ton of people use Google reviews. Google pulls in the lion’s share of all global customer reviews submitted with 57% of worldwide reviews

You have probably already heard about how important having a Google My Business page for your HVAC contracting business is. Google reviews are another big reason why having a GMB is so essential. It provides your customers with an opportunity to find your business in local searches and provide feedback that is becoming more important by the day.

People trust online reviews as they’ve become a digital form of word of mouth. They have become something of an entity in and of themselves. In the following guide, we will be taking an updated look at the things you need to know about Google reviews in 2021. For all things having to do with HVAC digital marketing, including review and reputation management, make sure you pick our brains over here at HVAC Webmasters. In the meantime, let’s get started with the guide. 

The Reach of Google Reviews

As always, we want to impress upon our readers the impact that Google reviews have. Since launching in 2007, Google My Business reviews have dominated that aggregate online review market. Before Google My Business became a thing, Google would pull aggregate customer ratings from 3rd party review sites like Yelp. 

But times have certainly changed. Now, 56% of online consumers report that they read at least 4 Google My Business reviews before purchasing decisions.

Popularity isn’t the only reason GMB reviews are so critical. Your online reviews will also have an impact on your SEO ranking. Reviews are now the second most important ranking factor for businesses. Besides having a Google My Business page (the most critical ranking factor for Google), online reviews are the next more important ranking factor. 

The Google web crawler actively seeks out businesses with many reviews (predominantly positive) to display to users who perform a relevant search. 

To put it in lay terms: the amount of Google reviews you have for your HVAC business affects how many potential customers see your company website. As you can indeed surmise, this means that Google reviews also impact how many HVAC leads you rake in every month – and how many sales you complete. 

Google Reviews Tips and Tricks

Having made our point about the importance of Google reviews, it’s time to tell you everything you need to know about them in 2021. 

Online Branding Through Service Reviews

Frequency Matters 

We know that the Google algorithm also checks for how recent your reviews are in addition to the amount of overall Google reviews you have. In short, if most of your reviews are months or years old, Google will be less inclined to rank you high on search engine results pages. While the exact number of new reviews you need per month to stay relevant is a matter of debate, in general, you should be trying to get at least 10 Google reviews every three months to remain competitive. 

Keep Ratings Realistic

It seems counter-intuitive, but you shouldn’t be trying to get a perfect aggregate review score on Google. That’s because people tend to be distrustful of local businesses that have excellent review ratings. They tend to think they manipulated the system somehow. The good news is that people don’t expect perfection. Consumers understand that it’s impossible to please everyone no matter how hard you try. So having a few bad reviews here and there isn’t the end of the world. However, you have to make sure you have the right balance. So what is the right balance? According to a recent study, most people trust businesses with aggregate review ratings between 4.2 and 4.5 stars

Replies Matter

The rate at which you are replying to your Google reviews also plays a part in how Google ranks your business on relevant searches. If you are not responding to any of your reviews or taking weeks to reply to them, this will affect your rankings. It will also affect how your customer base views your business. They see replies as a sign that you care about the customer experience, and it instills more trust in your brand. 

How to Get More Google Reviews in 2021

It’s good to know all of the review facts we mentioned in the last section. But you can’t do much with them unless you are getting reviews for your HVAC business. Here are some surefire ways to increase your review volume:

Get a Short Link

People don’t want to go through a gauntlet to leave a review. Many would-be reviews drop out because of a complicated process. To make it easier for people to leave you a Google review, get a review link. Once you have it, you can use it on your site, social media posts, marketing emails, and even texts.

Ask your Customers

In-person review requests are still influential in 2021. People who have been pleased with your service are more receptive to requests for reviews. Please make sure you let your customers know how much their reviews can help your business. And again, make it easy for them. Have a link ready to send them or a QR code that takes them directly to the review page to scan. 

Use BrandREVU

BrandREVU is a local SEO and reputation management tool for HVAC companies. The software allows contractors to perform jobsite check-ins which then get published automatically on the corresponding webs page. The tool also handles your reputation management by sending automated review requests through SMS (text) and email so that customers can respond at their convenience. 

Ask Suppliers

 Customers aren’t the only source for reviews. As an HVAC contractor, you probably work with material suppliers, manufacturers, and other contractors. You can also reach out to these people for reviews. 

Update your GMB Page

 Keeping up-to-date information on your GMB page is another way to get it ranked higher and garner more reviews. Ensure all your contact info is current, post new pictures regularly, update services and areas of service, and provide COVID safety information. 

Reply to Reviews

Replying to most of your reviews is essential for garnering new ones. It shows new and existing customers that you care about their experience and aren’t hesitant to engage with them. It is imperative to respond to negative reviews. Avoid being confrontational. Express your regret and ask how you might do better in the future. 

Reputation Management for HVAC Contractors

Managing your reviews is a full-time job. Between drumming up a streamlined system for garnering reviews in the first place, you have to make sure to maintain the perfect ratio between positive and negative feedback. And if you get a bunch of reviews a week, it can be a real chore responding to all of them.

But here at HVAC Webmasters, we offer complete reputation management services. We will help turn your existing reviews into lead-generating machines and generate a steady stream of new reviews for your business. Ask us how to get started today!

A Google Analytics Guide for HVAC Companies

Google Analytics for HVAC

What is Google Analytics for HVAC Websites?

Google Analytics is an online tool from Google that tracks website traffic and reports on various metrics. After installing Google Analytics tracking code on your website, HVAC companies can monitor how many visitors enter their website along with more-detailed behavioral metrics.

A Google Analytics Report

Why HVAC Companies Need Google Analytics

Google Analytics is one of the most intuitive and user-friendly website vitals trackers on the market today. It’s also one of the most relevant analytics tools. Google owns the lion’s share of the search engine market at just over 92 percent. Most people will find your HVAC website through Google anyway, so it stands to reason that they offer the most robust and relevant tracking data. 

But that doesn’t mean you will become an analytics whiz overnight just by using Google Analytics. There is a bit of a learning curve with this tool, so today, we wanted to share some essential tips and provide some guidance to using and getting the most out of Google Analytics. Of course, if at any time you want to speak one-on-one with a digital marketing expert to help make sense of website core vitals and analytics, we would be happy to talk to you. 

In the meantime, though, read through our guide to using Google Analytics to find out everything you need to know about the platform.

Google Analytics, Step-by-Step

Google Analytics is essential for HVAC contractors who want to make sure that their websites perform the way they should. Your HVAC websites should be your strongest tool for generating traffic, acquiring new leads, and converting customers. But how do you know if your website is doing all of that? 

The answer is Google Analytics. Certain performance indicators will let you know how your website is getting traffic, what visitors do when they get to your website, which visitors see pages of your website, and how fast your website is. 

And it’s important to know all of these things. For example, did you know that, on average, people will only spend 15 seconds on your website? If your website loads slowly or doesn’t provide the information that people actually need, they will leave and go to another site. This is known as a website’s bounce rate, which Google Analytics can also help you calculate. Here is a breakdown of why Google Analytics is important for your business:

  • It will show you where you can improve your website to generate more traffic
  • It can help improve HVAC SEO
  • It can help you determine ROI on any SEO, advertising, or digital marketing efforts you are making
  • It can help you determine which content is converting
  • It provides invaluable market insight
  • It allows you to see how many conversions you are making per visit

Basically, if you are concerned with digital marketing, then Google Analytics is a tool you can’t afford not to be using. Setting up a Google Analytics account is easy, and you can do so here. So we’ll skip the intro to installing it on your website and get right into the important stuff. 

Top Google Analytics Metrics

Getting A Tracking Code

Once you are done with the sign-up and installation process, you will be given a Google Analytics tracking code. This is literally a code that needs to be installed within the code of every page of your website for Google to track data. 

Various formats need to be adhered to depending on what type of website and host you are using. But for the most part, web admins can place the tracking code at the heading of each page of a WordPress website. Once you have your tracking code installed, you can start using the various features that Google Analytics offers. 

Analytics Code

Viewing Standard Reports

Once you log into your Google Analytics dashboard, you can click on the specific website you want to view data for (it will only show one website) if you only registered one website. In the top right corner, you will be able to specify which period of time you want to view data for. This is a good place to start as you may want to start segmenting your data based on time period as you get more familiar with the analytics tools. In this same option, you can compare data in a one-time frame against another to see how your website has performed over time. 

The “Audience Overview” menu also offers a wealth of helpful data, including:

  • Sessions: How many new people visited your site and spent any amount of time on it. 
  • Bounce Rate: How many people visited your site and left it without taking any action (making a purchase, joining an email list, scheduling an appointment, etc.)
  • Demographics: This allows you to see where your web visitors are located, whether they used desktop or mobile, and even their operating system.
  • Average Session Duration: How much time each visitor spent on your website. 

Viewing Acquisition Reports

Under the general “Audience” tab, you will find an option for Acquisition. This is an essential tool to use to improve your SEO and understand it better. In this tab, you will see where your web traffic is coming from, including any outbound links or traffic generated from social media. 

Backlink traffic information is crucial because HVAC backlinks are a significant ranking factor for the Google algorithm. In fact, on average, the top search engine results have up to 3.8 times more backlinks than the results right below them. 

So this option will help you gain insight into which backlinks are working for your website and which ones need to be upgraded. 

Acquisition Report

Viewing Behavior Reports

Behavior reports allow you to see which of the pages on your website are getting the most clicks. You will also be able to see which specific pages are typically the first ones viewed by your visitors and which pages visitors are on before they navigate away from your website. 

This can provide you with valuable information as to how people are searching for and finding your website. Also, it will give you a clue as to which content on your website may be driving people away.

Analytics Shows Traffic Created by Paid Ads

Viewing Conversions

Viewing conversions allows you to see which pages your visitors were on when they completed a transaction. This will help you see which of your pages is converting the most leads. The conversions tool will also show you the path visitors who made a purchase took to get to your website, including social media pages. 

This is especially useful when auditing your social media and digital marketing strategy and trying to find areas in which you can improve. 

Analytics To Track Conversions

Analyzing Data

Of course, accumulating the data you get from Google Analytics is only half of the battle. You then have to utilize the information to improve your lead generation and marketing efforts. Here at HVAC Webmasters, we can help you make sense of the myriad confusing data generated by Google Analytics. 

What’s more, we can put it to good use. Whether you want to generate more leads, convert more customers, improve SEO or increase brand awareness for your HVAC business, we can help. Get in touch with our team of marketing experts today. 

Posted: | Updated: Mar 22, 2021 | Categories: General

Link-Building Guide for HVAC Companies in 2021

Link Building for HVAC

What is Link Building for HVAC?

Link building refers to processes designed to increase inbound links to your HVACR website through outreach, content marketing, and search engine visibility. The ultimate goal of link building is to rank higher on search results for topical keywords.

Why HVAC Websites Need Link Building

SEO helps HVAC companies develop their brand by increasing website traffic and improving visibility on search engines. Content marketing, web design, social media, and local SEO contribute to an overall SEO strategy for contractors. An additional element to SEO that cannot be underestimated is link building.

Not only is link building a fundamental part of website development, but it’s also a primary way in which search engines interpret a domain’s authority. Of course, not all link building helps websites rank. In fact, black-hat link-building tactics can get your heating and cooling website penalized and banned from Google search results. Understanding how to properly and safely build white-hat links is key to succeeding online.

Backlinks for HVAC

Authority

Links build a website’s authority. If you’ve ever used link analysis tools like Moz, Majestic, or AHRefs, you can observe metrics that showcase a website’s authority. While each platform has its own metric (i.e., Domain Authority, Trust Flow, etc.) Google does not refer to any 3rd party metric. However, Google has its own private metrics that likely use similar calculation scores to determine a website’s authority. 

Navigation

Links exist everywhere on the internet, including on your HVAC website. You will link out to external domains, and you will also interlink to internal pages on your website. When users read through a page or article, they may need to refer to another page on the same website. Your job as the webmaster is to create seamless navigation that enhances user experience and validates your topical authority.

Rankings

Make no mistake, link-building campaigns exist for ranking purposes. Businesses would not focus their resources on link building without a significant end-goal like search rankings. While Google’s algorithm considers various other factors, inbound links remain one of the most pivotal ways to gauge a website’s relevance. Of course, white-hat link building requires an understanding of Google’s Quality Guidelines.

Traffic

While rankings are the top priority in a link-building campaign, referral traffic represents another important component. Links from major directory websites like Yelp, Angie’s List, and HomeAdvisor can lead users from that platform to your website. Just make sure you include your website URL in each of your directory listings. Aside from directory traffic, HVAC companies can also gain traffic from links on popular blogs. 

Link Quality Factors for HVAC Websites

Though link quantity is a factor in building domain authority, generating random links will not help your website. In fact, Google reserves the right to penalize your website for such behavior. As part of their algorithm updates through the years, Google has cracked down on link schemes, link spam, and any other variation of manipulative linking practices.

So how does Google distinguish good links from spam links? Well, they use several indicators that help identify a link’s purpose. For example, a link from a gambling site to your HVAC company website is a clear indicator of manipulation. While those links may not get you banned (mostly because any competitor can maliciously build bad links to your website), they certainly won’t help you rank for industry keywords. 

Linking Domains Screenshot for HVAC Website

Anchor Text

Anchor text is the words or phrases within the linked part of the content. Search engines monitor anchor text for both relevance and possible spam. Having too many instances of the same anchor text indicates link manipulation and may cause a penalty. Conversely, a lack of relevant anchor text may prevent your website from ranking at all. 

Referring Domain

Search engines can often gauge link quality based on the domain in which it comes from. If you receive a backlink from a trusted local newspaper, you are far more likely to see tangible results than with a link from a low-level blog. 

Link Relevance

Similarly, a medical website link won’t transfer as much trust as that from an HVAC resource website. But the domain itself is not the only identifier of relevance. Getting a link on a blog post about the best HVAC companies in your area holds more relevance than a link from a blog post about a specific type of air conditioning unit.

Link Placement

Where the content editor places your link partially determines its quality. For example, a link placed in the footer or sidebar of the website holds less weight than one placed within the body content. Why? Because links within body content indicate proper editorial placement and generally enhance user experience. Links in a sidebar or footer generally exist for less relevant purposes.

3rd Party Link Metrics for HVAC Websites

Since Google fails to publicize their link-grading metrics, we must rely on 3rd party platforms like Moz, Majestic, and AHRefs to gauge a link’s quality. Although Google does not acknowledge such 3rd party metrics, they likely use a similar formula to determine their internal link metrics. Let’s take a look below:

Domain Authority

Moz’s Domain Authority is one of the most widely used link metrics in the SEO industry. It’s an easy metric to measure since Moz offers the MozBar Chrome Extension to all Google Chrome users. Typically a DA between 20 and 30 is great for an HVAC company website. Of course, universally respected brands like Google and Facebook have DA’s near or at 100.

Domain Rating

Similar to Moz’s Domain Authority, AHRefs uses a metric called Domain Rating. For hardcore SEO agencies, Domain Rating often serves as the most prestigious link metric. Like Moz, AHRefs offers a free DR checker tool so that any website manager can check their score without paying.

Trust Flow

Majestic uses a metric called Trust Flow (TF) to determine a domain’s trust. You can measure TF with a Majestic subscription, or you can use their Free Backlink Checker to get a quick score. Trust Flows are typically lower than Domain Authority and may be harder to increase using basic link-building tactics.

Types of HVAC Backlinks

Sometimes website managers lose sight of distinctions between link-types. For example, nofollow links transfer less equity than those referred to as dofollow links. In contrast, internal links transfer more intersite authority than any external backlink. Understanding the different types of links can help you fully optimize your HVACR website in 2021 and beyond.

Types of HVAC Links

NoFollow Links

Nofollow links come from directory sites like Yelp or social media profiles like Facebook. Any link a user can build manually is considered nofollow. The tag indicates that search engines should pass less equity from the link since they likely built the link manually. While Google does not hold these links in the highest regard, they count as hints for ranking purposes.

DoFollow Links

In contrast, dofollow links pass the most equity from one site to another. Dofollow links refer to links built with editorial control. For example, a popular HVAC blogger doesn’t have to link to a specific HVAC website within their blog post but instead chooses websites based on their content quality and authority. The best links you can receive are dofollow links with relevant anchor text.

Internal Links

Internal links are links built within your HVAC website. For example, your blog post about the best air conditioners of 2021 may link to your air conditioner installation page. You’ll notice that pages that topically relate to one another should naturally link to one another as well. Internal links should primarily focus on user experience and help them navigate your website. Anchor text is equally as important on internal links since search engines regularly crawl your pages.

Earning Quality HVAC Links in 2021

HVAC companies may ask, how do you earn quality backlinks? The answer comes in the form of strategies that generate white-hat links. Keep in mind the difference between acquiring links and earning them since there is a clear distinction. Companies that earn links have a decided advantage over businesses that must rely strictly on relationships or even black-hat tactics to get their links.

HVAC Link Earning Graphic

Create Linkable Assets

The best way to earn links is to create content worth linking. When bloggers or reporters write content online, they like to cite authoritative content that supports their premise. One way to achieve such authority is to rank on search engines for data-driven keywords. For example, ranking for a phrase like how much do HVAC services cost will get you lots of natural white-hat links. 

Share Content on Social Media

One of the best ways to earn links is to share your content on social media. You never know who may see your article on Facebook or Twitter or who may share it on their own account. While the chances of going viral with HVAC content remain thin, getting your content in front of the right eyes is how you earn quality backlinks in 2021.

Establish Your HVAC Company Brand

External websites feel most comfortable linking out to established brands for several reasons. First, they don’t have to worry about your credibility since they recognize your brand from afar. Secondly, they can trust users who leave their website to yours will have a favorable user experience. With so many websites published each day, bloggers and other online writers want the convenience of a trusted brand when creating links.

Backlink Monitoring for HVAC Websites

Although backlinks help websites rank, they can also have the opposite effect. We spoke about how black-hat link-building tactics can get your HVAC website banned from Google. Similarly, malicious negative SEO attacks are designed to accomplish the same result. For this reason, many websites monitor their backlink profile so they can submit a disavow file if and when their website gets spam links from external domains.

Excessive Anchor Text

One thing to monitor is your link’s anchor text. If you start seeing dozens of instances of the same anchor text, your links might be harming your website. It’s important to note, however, that in some cases, weird links will pick up your title tag and use that as the anchor text. You don’t need to worry about disavowing in these cases since those links have no malicious intent. 

Shady Domains

Be on the lookout for links from shady domains in the gambling, medical, or drug industries. These kinds of links can cause immediate red flags and are often used by spammers in negative SEO attacks. You can also check each of the site’s spam scores using Moz’s MozBar Chrome Extension. Spam scores above 50 typically indicate a problem, although Google does not acknowledge Moz’s spam score internally.

Posted: | Updated: Mar 18, 2021 | Categories: Link Building

The Essential Local SEO Guide for HVAC Contractors

Local SEO for HVAC (Guide Cover)

What is Local SEO?

Local SEO is the practice of optimizing your HVAC business for local searches on Google and other search engines. Specifically, the practice targets Google Map 3-Pack rankings with your Google My Business listing along with regionally-targeted web pages for traditional organic results.

Local SEO

Why HVAC Companies Need Local SEO

Local SEO is tremendously important given how potential clients typically search for the heating and air services you provide (by location).

Not only should your organic on-page and social media content include a focus on local keywords that rank well for geographic factors, but there are additional elements to local SEO that you can employ to help search engines like Google recognize where you are. This is what ensures you’re prominently displayed in SERPs. Some of the local SEO elements that a strong internet marketing plan will include:

  • Citation Management
  • Google My Business management
  • Embedded Google map on Contact Page
  • NAP Consistency
  • Review Management
  • Schema Markup

You don’t have to know how to execute these variables yourself to have a successful HVAC website. However, what you do need to leverage are experts in local SEO (like us) who can dial in all the right pieces of the puzzle to make your site look strong and logical when Google is retrieving location-specific results for users. MOZ listed these (and several other factors) when considering local search ranking results, and it’s worthwhile to consider that some elements weigh more heavily than others for moving the dial on your SERP position.

HVAC Local SEO Results

Local SEO Ranking Factors for HVAC

Once HVAC companies understand the importance of ranking locally, they naturally wonder how to influence rankings. Google Maps and Google Search rankings are based on separate algorithms, so each will require unique solutions. With that being said, some aspects of each algorithm carry over to the other one. 

Below, HVAC Webmasters outlines local SEO ranking factors for 2021. Mastering each factor gives your company the best chance to rank on both Google Search and Google Maps. Though Google’s algorithm continuously evolves, it is important to establish a baseline of best practices for consistent growth in your industry.

Google My Business

Claiming and optimizing your GMB listing is critical to local SEO. You can claim your business here and start ranking on the Local Map 3-Pack. Of course, optimized listings perform far better than empty ones. You should ensure accurate contact information, upload unique photos, and provide answers to the FAQ. You should also enter your website URL in the appropriate GMB field.

Google My Business serves as your local SEO foundation, and without a listing, ranking becomes implausible. Sometimes HVAC companies have more than one listing, in which case you should merge the two listings. Furthermore, it would be best if you decided whether to list your address publically since most HVAC businesses quality as service area businesses (SAB).

Your GMB listing will also serve as a central hub for your Google Reviews, which we will discuss below. You can share your review link in your marketing materials, email signature, and other promotional content. Google My Business reviews have the greatest influence over Google Maps rankings and also increase GMB conversion rates.

Google Reviews

Generating Google Reviews is critical to local SEO success for HVAC companies. Google makes it easy to share your review form by providing you with a shortlink which you can then share with customers. Still, HVAC companies often forget to stay on top of the review generation process. Investing in a local SEO tool like BrandREVU solves the problem for good.

BrandREVU sends automated review requests to customers after finishing jobs. When customers leave Google Revies, your company gains more credibility and converts more prospects. In addition to requesting reviews, BrandREVU also empowers contractors to perform jobsite check-ins.

If you provide enough service, customers may eventually leave negative reviews. A few negative reviews won’t hurt your business, but it does make sense to respond to each review. Try to remedy their problems and ensure great service if they decide to come back and use your company. Remember that prospects are watching how you react to every review.

NAP Citations

The terms “NAP” and “Citations” are often used somewhat interchangeably, but the best way to understand these as critical elements for local SEO is to look at what they represent: Name, Address, and Phone (…N.A.P.). It’s a no-brainer that potential customers searching for local HVAC businesses via Google are going to want easily-accessible contact information. Especially if the issue is emergent — such as a brokedown furnace in the middle of winter — a viewer needs to be able to find your phone number in a matter of seconds to get that repair in the works!

Not only is NAP data important for user experience, but it also demonstrates to Google that your site is well-developed, useful, and communicates contact information explicitly. This makes you a great fit for searches that invoke your stated service area (determined via location keywords or the address listed), which means Google and other search engines are going to give your site higher rankings to meet the need.

NAP isn’t only important for your primary HVAC website SEO — including on-page content, thoughtfully designed Contact Page and structured data usage — but also for your secondary websites. 

Think of social media business pages, Google My Business page, Angie’s List page, etc., which are the citations for your HVAC business. All of these potential entry points are opportunities to provide a great user experience by ensuring NAP is consistent, the pages are optimized, and you’ve managed citations across the web. This establishes authority and reliability when it comes to your overall web presence, giving your local SEO game a huge boost.

Local SEO Content

Organic content has a significant, long-term impact on your ability to rank well for local SEO. For Localized Organic Ranking Factors, the on-page signals count for 26% of your ranking score.

What does this mean? It’s (hopefully) no surprise at this point that you have to have good copy on your website. You can’t throw up a single paragraph on a webpage about HVAC services and expect that to either inform your potential customers in any real way nor will it reward you with a top spot on the search engine results page. I will go ahead and beat this point into the ground: Google wants what your site visitors want

When a potential customer clicks through to your website from the results page or a citation page, they expect to find relevant info. If you have generic or lackluster content or the volume of content is minimal, there is no value. You’re not adding anything worth reviewing, and thus you aren’t considered an optimal candidate for Google to serve up in the rankings.

We know that quality content is a must for HVAC business, but incorporating location keywords into the content will make the biggest impact on local SEO. It’s one thing to kick butt for the keyword search “best heating company,” but if the user follows suit with typical behavior, they’re going to tack on their city name or zip code to get more tailored results. In fact, Google often prompts adding “near me” or even the user’s city (based on location services). 

If you haven’t optimized your service area (or areas), you’re not going to seem relevant. Utilizing strong H1 tags with the city name alongside high-performing search keywords will help your site make leaps in bounds.

Domain Authority

Another factor to consider is Domain Authority. In a nutshell, MOZ’s metric, domain authority, is a 1-100 ranking that can help gauge the strength of your site relative to other trusted domains via links. This means outgoing links to reputable organizations (such as unions, trade organizations, libraries, etc.), but also incoming links that establish your content as traffic-worthy. 

This doesn’t mean you should engage in shady linkback tactics. Rather, it reinforces an organic SEO strategy that acknowledges good content, providing value for the internet and those who use it, as the lynchpin of an effective internet marketing campaign.

Since we’re talking about local SEO, including links (or better yet, obtaining links to your well-developed on-page content) to nearby organizations that can bolster your local reputation and cultivate relationships is an awesome strategy!

User Experience

User experience always counts. If the bounce rate for your site is high — which means that viewers aren’t spending much time on pages — Google interprets that as less-than-engaging (perhaps due to superficial content or slow page loading) and will penalize sites that don’t seem to grab users. 

On the other hand, HVAC mobile websites that seem to have a strong response via clicks to call will be perceived as helpful and relevant. Content must be good, and information must be accessible and accurate, but you’ve got to ensure that all typical user experience elements are intact, as well. This includes:

  • Engaging Design
  • Intuitive Site Navigation
  • Obvious “Call to Action” Buttons
  • Optimized Image Size For Device
  • Prompt Page Loading

Local Keyword Optimization

Local keyword optimization is not unlike traditional SEO, but it focuses on local terms and phrases. Company websites will still want to follow standard optimization protocol, as the best practices remain valid when crafting a local keyword strategy. HVAC Webmasters is a leader in online marketing for heating and cooling companies. We’ve been working with contractors in this industry for decades and know what it takes to market to their core audience effectively. Local keyword optimization consists of:

  • Body Content: Distribution of local terms throughout the body text
  • Meta Descriptions: Inclusion of local phrases within web page meta descriptions
  • Title / Header Tags: Placement of local keywords within title and header tags
  • URL Slugs: Disposal of local terms within URL slugs

Using the WordPress content management system, optimizing for local terms is straightforward and intuitive. With WordPress, website managers can easily manage title and header tags, body content, and URL slugs. Internal linking is another tactic for emphasizing HVAC keywords. Link to your most important pages from other internal pages, and use the anchor text for the keyword. Of course, make sure that your terms make sense to the reader and never engage in spammy keyword placement.

Posted: | Updated: Mar 15, 2021 | Categories: Local SEO, SEO

The 2021 Google Maps Guide for HVAC Contractors

Google Maps for HVAC (Guide Cover)

What is Google Maps for HVAC Companies?

Google Maps is a web mapping service from Google. It provides ariel viewpoints, satellite images, and interactive looks at locations, streets, and neighborhoods in real-time. Additionally, it provides Local Map-Pack listings for business and service-related Google searches.

HVAC Google Maps Screenshot

Why HVAC Companies Need Google Maps

Local searches make up over 80% of HVAC website clicks. Among those clicks, a great deal originates from Google’s Local Map 3-Pack. Google delivers 3 Google Maps results based on their criteria and the searcher’s location for local search queries. Getting your listing within the pack is critical to lead generation in 2021.

One of the biggest pain points we hear from new HVAC clients is that they cannot seem to get decent placement on Google Maps. This is a big deal because of how important this ranking factors into conversion rates for their potential customers. Luckily, there are steps you can take to improve.

Google Maps Ranking Factors

Google Maps rankings are based on 3 clear criteria, which are proximity, relevance, and prominence. Your business must master each to show up for various keyword terms within your service area. Let’s take a closer look at each factor:

Proximity

How close your GMB address is to the searcher’s location. Although you can’t directly influence proximity once you have an address, there are ways to maximize your existing address for the best results. 

Relevance

How closely related your business listing is to the searcher’s query. For example, if someone searches for an HVAC contractor in Miami, FL, you can expect an HVAC Guys Miami business name to rank well on the Map 3-Pack.

Prominence

How well-known your business is both online and offline. Google uses signals from external sources (like credible links and brand mentions) to calculate prominence along with the most apparent signal of reviews. The more reviews your Google listing has, the more prominent your business becomes.

Google Maps Optimization for HVAC Businesses

Just like anything worthwhile, HVAC companies must put effort into ranking well. Whether you’re trying to maximize your position on Google for mapping, organic searches, or both, you have to put intentional work in to see results. 

Realistically, most HVAC business owners don’t have the time or the insight to put in regular hours on your website and overall internet marketing, which is why it can be beneficial to delegate your SEO strategy and implementation to professional webmasters.

Please don’t waste time guessing on what will work, or throwing many hours into your website over the course of a few weeks, only to abandon it the rest of the year. While we can’t — nor should anyone else — claim to know a perfect recipe for making results happen, we want to share some insight that we’ve gathered over many years in this space, which had served many customers in increasing their rankings (on all fronts) and growing their businesses when nothing else seemed to work. 

It’s not a perfect science, but it’s also not exactly throwing mud at the wall. Let’s dig into some practical steps you can take to improve Google Map ranking for your HVAC website.

Local HVAC Listings on Google Maps

Google My Business

The first step is to claim and optimize your Google My Business (GMB) account. It’s important to verify that everything listed about your business is correct, relevant to HVAC, and consistent with how you’re represented across the web. 

So don’t feel the need to make the GMB page unique from your website; in fact, don’t do that. See one as an extension of the other, with a perfect agreement in terms of basic business info (such as NAP: name, address, phone number), services provided, and company focus.

We always recommend maxing out the available fields for citations across the web, and GMB is a great place to put it all out there. Don’t forget attributes, photos, hours of operation, and service area. You can also add FAQs, which is a great way to add some meaningful content and anticipate your customers’ needs.

NAP Citations

Citations are everywhere you show up on the internet for your business, such as Angie’s List, Better Business Bureau, Yelp, etc. On any given citation page, you generally have the opportunity to “claim” or manage that listing, ensuring that the correct information is listed for your business. 

NAP refers to the name, address, and phone number and is the minimum information you need to appear in the undercurrent of Google’s records across the web. You can generally include other data, such as your website URL, which can help with HVAC SEO rankings.

For example, don’t use the website field to add a link to the AC repair page of your website in hopes that traffic will boost that page in rankings. In many cases, those citation links are “nofollow” and don’t count toward rankings. Not to mention, you know that the user intent is to find your home page and go from there, so serve up what the customer wants.

Website URL

Perhaps the most undervalued aspect of Google Maps ranking is your attached website URL. Google considers the strength of your website, particularly its content and link profile, when ranking the attached listing. For example, a strong HVAC company website attached to your GMB listing can help you outrank a competitor with a lesser website.

We mentioned content and links as the major signals from your website to your GMB listing. Google actually scans your homepage menu to find keywords that relate to local queries. If Google knows you provide services like AC repair, air duct cleaning, etc., they will rank you for those on Google Maps.

If you publish vanilla, generalized content, you’re going to fade into the background with the zillions of other vanilla HVAC webpages. We know you can’t afford that, and if you’re frustrated with subpar Google Map placement, quality content could be an area you need to bolster for better results.

Business Address

Your GMB address directly impacts proximity to the searcher’s location. HVAC companies can hide their address by checking the box for a service area business (SAB). Since most HVAC companies don’t have a storefront business, the SAB options may be appropriate. With that being said, research shows that businesses who keep their address public perform better in search results. 

In either case, your address must be legitimate. You cannot utilize a virtual address or share space for your GMB listing. Google may suspend your listing, which eliminates you from search results entirely. You can apply for reinstatement but must prove that your business truly exists at the questioned address.

Google Reviews

It would be best if you generated as many Google reviews as possible for your HVAC business. You can share your review link by clicking “share review form” on your GMB profile page. You can include that link in marketing materials like your email signature, newsletter, and even on your website. You can also use software like BrandREVU to send automated requests.

While nobody wants bad reviews, some customers will inevitably leave less than 5-star reviews. An aggregate rating between 4.5 and 4.9 is ideal since some customers may become suspicious of a perfect 5-star rating. If you do get a bad review, be sure to respond professionally and offer to remedy the situation, if possible. You should also respond to good reviews.

Google Posts

Publishing Google Posts further optimizes your listing and can also increase conversion rates. Having a summer special? Create a Google Post. Running a local contest? Create another Google Post. Think of Google Posts as social media for your Google My Business profile. While they don’t directly impact rankings, they can affect engagement.

If you are unsure how to create a Google Post, follow this guide. You’ll find the process simple and something you can do within minutes. You can even attach a call now button or sign-up button to get immediate conversions.

Ranking Outside Your Main Service Area

HVAC companies often ask about ranking in cities outside their main service area. If your address exists in Frisco, how can you rank in Dallas? The best way is to install BrandREVU Local SEO software on your website. BrandREVU offers check-ins that produce schema markup that validates your location pages. In other words, Google can recognize jobs you’ve done in Dallas through your check-ins and schema code.

Another option for trying to rank better on mapping for a city outside of your own is to…well…move to that city. Sometimes moving your business is the best option for Google Maps ranking. However, companies without this option can still maximize their presence in other service areas with BrandREVU.

For those operating in a large metropolitan area, competition is fierce, and the map view for HVAC repairs in a given area will be much more concentrated. You have to pull out all the stops when it comes to location marketing, and optimizing with cities as part of your keyword strategy will be vital.

Local Mapping Services For HVAC Contractors

At HVAC Webmasters, we like to go above and beyond for our clients. Although optimizing business listings is important, it is not the only element that determines local search rankings. With this in mind, after we set up business listings, solidify NAP information, and optimize your website citations, we continue to other elements that can improve your local ranking. Some of them include:

  • BrandREVU: Local SEO software that allows contractors to perform jobsite check-ins and automat review requests, included for every client
  • Link Building: Establishing quality backlinks from local authorities can improve your local search visibility
  • Review Management: Encouraging reviews with automated requests and monitoring reviews on Facebook, Google, and Yelp
  • Schema Markup – We can expand online visibility through schema.org and structured data markup

Every local business should now have a functional mobile website that is optimized for local keywords. If you aren’t receiving the number of local leads you require to run a profitable business, now could be the time to change marketing services. 2021 can be a fresh start for your HVAC company. The HVAC Webmasters’ experts have years of experience researching and implementing this SEO component for local HVAC contractors and companies. We perform mapping services to earn trust with Google and other search engines and boost customer traffic and encourage more sales conversions.

Posted: | Updated: Mar 14, 2021 | Categories: Local SEO, SEO