The world of search marketing shifts and sways all the time. Even seasoned professionals work hard to keep up to date on the latest Google algorithm updates and industry strategies. That’s why our team invests the time, money, and energy to attend key conferences around the country.
In our latest podcast, Nolen and Jason share some of the insights they accumulated from their latest conference adventures! If you’ve struggled to cultivate your online brand this year, be sure to listen in.
Key Facts on SEO for HVAC Professionals
GMB plays a more active role now, allowing people to contact your business directly via messaging, phone, or Q&A entries.
SSL Certificates, custom code base, and mobile-ready design should be considered basics, but not every company provides these attributes.
Without a GMB account claimed and verified, it’s almost impossible to show up properly for local maps listings.
New Light on GMB
One of the most noticeable trends discussed these days is the rising prominence of GMB and the Knowledge Graph. Google My Business (GMB) is a free listing service that allows companies to show up in local searches. Businesses simply need to claim their free listing, provide their basic operational information, and verify their address with Google.
Once the account is active, Google generates a Knowledge Graph with contact information, hours of operation, and uploaded photos for your company.
Notice the buttons in the middle of the screenshot above. These enable streamlined communication with potential customers around the area. Not only can they easily call your business (even from the road), they can also request quotes via the messaging system. GMB creates high-value prospects without ever needing to send to your website.
Optimization for GMB
As the capabilities grow for your Google My Business account, so does the responsibility of ensuring your listing stays accurate and up to date. We’ve seen too many businesses lose valuable leads over the years because of discrepancies in their GMB listings. In fact, we witnessed one outside company (a roofing contractor) lose over $2 million revenue in a single year because of a suspended listing.
It’s more important than ever to keep your account optimized. How can your business accomplish this?
Initial Listing Setup
Make sure you’ve gone through the official verification process.
Use the same address (including abbreviations) for all other listings.
Update your GMB when you start offering new services.
Use your home address only if you don’t have an official office.
Answer as many GMB questions about your operations as possible.
Ongoing Activities Good for HVAC SEO
Answer prospect questions in the Q&A section.
Create a short GMB post every week with new content or promotions.
Add team photos, interior views, exteriors shots, and job site pics.
Do not create fake locations to try to expand your service area.
Do not offer any sort of incentives or discounts for client reviews.
Do not get rid of your website domain (barring legal reasons).
Do not leave your GMB vacant after verifying it.
Keyword Strategy & HVAC SEO
Back in the day keyword optimization simply involved using a particular phrase three times for every 100 words. Unfortunately, this strategy created gobbity-gook messes that no one enjoyed reading. Nowadays, the Google Search algorithm does a much better job comprehending the meaning behind everyday speech. This allows the search giant to reward high quality content with the best rankings.
Keyword strategy plays a foundational role in SEO for HVAC company websites, but it also continues to slowly shift every year.
SEO conferences continue to speak what we already instinctively know: keyword diversity and natural writing produce the strongest results. That means incorporating synonyms and other phrases related to your primary keywords as your produce new content. Whether you’re re-writing a service page for the fifth time, or you’re constructing the latest guide for maintaining a home AC unit, keyword diversity makes for better reading and ranking.
If you aren’t sure which phrases best match keyword, try searching it in Google and looking at the blue phrases at the very bottom of the page. You can also try out helpful keyword tools, such as Answer the Public.
Looking for Stronger Search Results?
At HVAC Webmasters, we specialize in creating search-optimized websites for higher rankings and better leads. If you’ve been stuck with expensive lead channels or simply aren’t seeing the local search results you want, our team is here to help! Call (800) 353-3409 and get a free consultation for your HVAC SEO.
Do you find your business shackled to the same sort of non-productive marketing firm every couple of years? Time and time again, we hear stories of heating and cooling professionals regretting their relationships with shady sales-oriented marketers. Despite this, HVAC technicians continue to fall for the same old tricks.
Let’s try to put a stop to that today! Jason and Nolen discuss the story of an HVAC professional who never seems to escape from lousy marketing deals. Listen in for helpful lessons on finding a capable online team!
Key Lessons to Learn for HVAC Professionals
Marketing teams that hard-sell results tend to provide none.
Accountable pricing and billing make for stronger marketing results.
It’s rarely a good idea to sign on for annual or year plus contracts.
We’re back with another “Bob” for this story. Bob finds himself with a very well-to-do HVAC company. However, he’s continually unsatisfied with his marketing firm’s results. As he shops around, he contacts a familiar page 1 company: our team at HVAC Webmasters.
As Nolen answers, he quickly recognizes Bob. He’s already talked with him three times before!
A Familiar HVAC Marketing Ride
It turns out, Bob had called the Webmasters multiple times before, only to turn to a firm with a more flashy sales routine. We’re fine with contractors partnering with other firms, of course. Bob however, was finding himself in the exact same situation: unsatisfied with his current results.
Clearly, his criteria for choosing the right firm to handle his HVAC company marketing clearly wasn’t working. Bob isn’t alone either!
How to Spot a Sham
Thankfully, there a plenty of red flags that can help you spot a marketing sham when so many others buy it hook, line, and sinker. Many firms resort to the same old tactics to extract a profit without putting in the effort to grow their clients’ businesses. Here’s a few ways they do it:
Ways to Spot a Shady Marketing Company
They’re quick to bundle everything together in one package, one price.
They push hard for annual contracts with upfront payments.
The company salesforce is larger than the rest of the business.
All your interactions begin and end with a sales specialist or relationship manager.
You hear buzzwords in every other sentence, and you rarely understand them.
The company guarantees precise levels of traffic or leads.
Look closely at your next marketing company prospect. Examine how they talk, how they price, and how they bundle.
They Speak in Weird Buzzwords
Sales professionals tend to speak in a buzzword-heavy, high-energy routine that’s quick to promise results. You might hear phrases like “social fortress” that sound flashy, but never get fully explained. Most digital marketing salesmen have just enough knowledge to sound like they know what they’re talking about.
The most dependable professionals can easily explain their services, in clear terms.
They Promise Specific Search Numbers
Have you ever spoken with a marketing professional who promised an exact return on your investment? While some marketing fields can use predictive fields to determine an estimated ROI, no one controls Google Search. That means that even the smartest, most-experience industry professionals cannot deliver an exact number of website visitors, click-throughs, or sales.
The next time some guarantees a set volume of traffic to your website, courteously shake their hand, thank them for their time, and walk out the door. They aren’t worth the time or money.
They Only Offer Annual Package Deals
While it’s probably too much to claim that every annual marketing package is a bad deal, almost every annual marketing package is a bad deal! We hear time and time again how contractors sign up for an annual contract, get results for a few months, and never hear from their marketing management again for the rest of the year. You can bet they’ll be ready to talk you into another year, but results seem to come up short every time.
The most dependable companies price month to month, and they offer clear pricing guidelines so you know what you’re paying for.
Finding Great Results
Don’t let your heating and cooling business get sucked into a long-term marketing bust. Keep these red flags in mind as you move forward, and you can avoid those painful experiences that so many HVAC businesses suffer each year. Everything changes when you find the right marketing firm for your team!
At HVAC Webmasters, we have the experience, reputation, and results to earn your business. We skip the annual contracts in favor of month-to-month pricing, so you can rest assured we’re working hard to grow your company and online brand. Through custom web design, local SEO strategy, and crisp reputation management, we’ve managed to help hundreds of businesses find the online success they crave!
To learn more about our services, talk with one of our experts at (800) 353-3409.
Nothing speaks to the personality of a brand more than its slogan. You could even say that your slogan is the auditory representation of your company, and an unofficial promise of service quality. Choosing the right catchphrase can make all the difference in how people perceive your team. So choose right!
Today, we’ll explore the elements of a kick-butt slogan by analyzing some of our favorite catchphrases. Some of these may be taken, but others are still up for grabs that we know of (and we won’t mind you stealing them). Glean some inspiration, take notes, and get excited for your own future HVAC slogans!
A Quick Note on Slogans
As Hubspot’s Lindsay Kolowich points out, “The best taglines use words that are positive and upbeat.” While it’s easy to run campaigns based on fear and negative emotions, the vast majority of memorable slogans strive to inspire and encourage instead. Try to keep that in mind as you move forward.
Many contractors and businesses feel the need to be clever or funny with their HVAC slogans. While wit and humor certainly make a slogan all the more memorable, not every catchphrase needs to invoke laughter. As a matter, many of the most powerful lines that stick with us (ex: “Just Do It” & “Because You’re Worth It”) focus on other powerful emotions.
Finally, remember this: your company slogan isn’t your spouse. You’re not married to any particular catchphrase. If you believe that it’s time to move on from a particular slogan and start again, go for it! Unless you have a ridiculously memorable and well-known phrase already, there’s almost always opportunity to improve.
22 HVAC Slogans We Love
Existing Catchphrases from the Industry
#1: It’s Hard to Stop a Trane
Perhaps the most well known of HVAC slogans, Trane clearly has an advantage when it comes to wordplay. With that being said, your company name plays a huge role in the type of catchphrases best suited for your slogan. This particular choice conveys a sense of power, durability, and reliability. It’s particularly suited for advertising original installations and replacements, but it’s just so much fun in general.
#2: Whatever it Takes
Three words. Bryant Heating & Cooling Systems conveys so much in this very short slogan. The generality of this catchphrase makes it suitable for almost any service-related subject too. Want to talk about repair service? “Whatever it Takes”. Want to showcase financing options that make Bryant products more accessible? “Whatever it Takes.”
This catchphrase is clear proof that short can still be powerful!
#3:Prompt. Professional. Perfection.
Another short entry in a list with much longer phrases, this slogan from DRX Duct jumps right to the point. These three values (promptness, professionalism, and perfection) are what it wants to be known for. It simultaneously acts as a commitment to service and a promise of what would be clients can expect.
Throw some alliteration into the mix, and DRX presents a very powerful, memorable slogan. Again, wordplay isn’t the most important factor in crafting a catchphrase, but it certainly helps!
#4: We Shatter Expectations!
Before moving onto longer entries, here’s one last concise slogan that we adore! While Cajun Comfort already has a very memorable name, they take a very bold stance on the service quality. After all, it’s not everyday that a company can claim to shatter your expectations!
Just keep in mind, a slogan like this is a hardline commitment to outstanding customer service and results. If you (and your technicians) aren’t committed to consistently providing courteous and timely service, this type of slogan could fall flat on its face.
#5: Keeping You Cool is Our Business
Some of the best HVAC slogans focus on what the consumer is feeling, not on what your business is providing. However, Air Pro (of Florida) outdoes itself by combining both of these elements into a very capable slogan. While this one may be a little bit on the nose, it’s certainly a fun addition to our list of quality catchphrases.
#6: We’re Not Comfortable Until You Are!
While not the most original, Anderson Automatic’s slogan effectively communicates their commitment to client satisfaction. For consumers who’ve experienced the frustration of an HVAC technician leaving before the job is complete, this commitment instills a soothing peace of mind. Once again, here’s a slogan targets the consumer’s feelings instead of focusing on traditional brand promotion or service bragging.
#7: We Served Our Country. Now Let Us Serve You.
What a powerful appeal! Mission Critical Comfort Solutions is a veteran owned HVAC team based out of Georgia. Not only does their slogan immediately showcase their heritage, but it also points out their dedication to service. This slogan provides special opportunities to connect with other veterans and military members in the community.
Lines We Like From Other Marketing Professionals
#8: The Hottest HVAC Techs in Town. The Coolest Team Around!
This one is actually a combination of two slogans from DP Marketing Services, and we love the contrast the two lines create when pulled together! Not only does the catchphrase create a sense of locality, it also creates a fun perception of the team behind the company. How people perceive your company can be just as important as what you project in advertising (perhaps even more so)!
#9: Don’t Sweat it, Call ______
One of several fill-in-the-blank slogans we’ll explore today, this one has very real implications for our community in DFW, TX (and other hot environments). DP Marketing Services strikes again with a line that immediately connects with the senses, and would-be clients’ history with air conditioning emergencies. While it might not hit home in colder regions, this slogan certainly works in down in the South.
Stealable HVAC Slogans – Fill in the Blanks
#10: No One Does Repairs Like ______
Positioning is the process of establishing how you wish your brand to be viewed by others. With this particular fill-in-the-blank slogan, a company may position themselves as a specialist in HVAC repair services. In larger metropolitan areas, this could make your team the go-to business for emergencies. It’s also a very simple slogan that anyone can understand.
#11: You Can’t Get Cozier Than______
Now we break into the key adjective slogans! With this type of catchphrase, emphasis gets placed on the words you want most associated with your brand and/or services. In this case, we target the warm, fuzzy feelings linked to the word “cozy”. The word applies in hot, cold, or temperate environments, creating an ideal phrase for any contractor!
#12: Such Great Care, It Can Only Be______Air
This catchphrase is particularly well-suited for any company with “Air” in the title. Want to position your company with the customer service elite? Prefer your slogans have rhyme? Then this could be perfect for your business.
#13: Some Like it Hot. Others Like it______!
If you don’t mind a little double meaning in your HVAC slogans, this funny entry could be a catchy line for your business! Again, it’s best suited for warmer environments where AC repairs and maintenance are the dominant service category. Just make sure your community appreciates this sense of humor, or you might receive a lot of criticising calls.
Action-Based HVAC Slogans
#14: Fast Repairs. Even Faster Relief.
This is another repair positioning slogan, ideal if you have a high volume of maintenance and replacement calls. It’s also quite the commitment to rapid response and solutions. However, if you have the trucks, manpower, and the will to provide lightning fast service for your clients, this could be the perfect slogan for you!
#15: Too Hot? We’ll Beat the Heat.
Not everyone can beat the heat by themselves, and this play on words addresses those tough situations. It also helps potential clients qualify themselves for your repair services, which makes them more likely to convert from caller to client. If you operate in a warmer climate and primarily focus on air conditioning services, this is your slogan!
#16: When the Cool Air Stops, We Start.
Another reference to the panicky situations people face when the AC unit suddenly breaks down, this slogan positions a company as a rapid repair expert. If you want to personalize the phrase even more, swap out “the” with “Your” to up the consumer stakes! Just make sure your phone is ready for all those repair calls.
#17: Only One Call Away From Cozy
Perhaps our favorite original entry to this list, we return to the happy, fuzzy adjective “cozy.” This time however, we’re placing greater emphasis on the consumer’s role in their own relief. In a way, this HVAC slogan serves as a call to action, encouraging people to call your business. It also mentally shortens the distance they have to cross to find the solutions they need.
#18: The Cool Air You Love, For Less
Speaking of encouraging people to call, few things motivate a consumer more than good deals. If you have a killer service package that people love, this could be an awesome catchphrase for your business. As always, just make sure your company is in a position to support this claim.
#19: Craveable Comfort
Finally, a simple slogan dedicated to creating the comfortable environment your clients desire. This one’s perfectly suited for AC and furnace system upgrades and replacements. It’s also small enough to fit on any merchandise you can come up with, something you may desire as your company expands in the future.
More “Fresh” HVAC Slogans from the Webmasters
#20: Breathe in the Fresh Air
This starts off our final category of duct-centered HVAC slogans. Because duct cleaning often comes with its own unique challenges, goals, and priorities, it helps to have a catchphrase that aligns would-be clients with those values. Ultimately, fresh air is the goal of duct service. This slogan cuts straight to the benefit that clients can earn by contacting your business.
#21: Clean Ducts. Clean Air. Clean Home!
A more systematic journey bundled up into six words, this slogan allows clients to visually picture each aspect of the duct cleaning process. First, the project. Next comes the rejuvenated air. Finally, all the hard work and investment pays off with a clean home, something anyone can appreciate.
#22: You Can Feel the Fresh!
While a little more abstract than the rest of our HVAC slogans list, this phrase instantly captures the imagination. It also incorporates sense language, making people remember how it feels to have cool, fresh air brush across their skin. If you have a mind for the sophisticated and a business for AC-focused positioning, this slogan could be a refreshingly original choice for your company!
Final Thoughts on HVAC Slogans
Even the most catchy, perky slogans can fall flat if they aren’t utilized correctly. If you want your newfound branding to succeed, there are a few lessons you’ll need to heed.
Consistency is key to launching a successful slogan. If your marketing materials are using outdated messaging with conflicting catchphrases, people won’t remember your new one. On that note, be sure it’s clearly visible on merchandising, trucks, and other frequently seen marketing tools. You’ll need to be sure about this new slogan, because you’ll most likely be stuck with it for a while.
Taking Your Slogan Digital
Of course, your website and local search listings are a perfect place to show off your fresh new catchphrase. Ideally, you’ll want it front and center above the fold of your homepage. That way, all of your online visitors can quickly learn what you’re all about!
If you don’t have your own website yet, our team at HVAC Webmasters would love to help you! We design and custom build websites for maximum local search impact. In fact, our clients regularly enjoy page one rankings for dozens of keywords, earning higher traffic and better leads.
To learn more about digital marketing and our services at HVAC Webmasters, give us a call at (800) 353-3409.We can’t wait to serve you!
Franchises off some alluring benefits to HVAC professionals just starting off, but not all brands are created equal. Is joining on truly the best move for your business, or could you earn better growth through other means?
Jason and Nolen reveal a true tale of a heating and cooling contractor thrust into this difficult choice. Be sure to listen in if you’ve considered joining a franchise.
Helpful Lessons for HVAC Professionals
The main value of franchise marketing is brand recognition.
Franchise marketing doesn’t work if your community isn’t familiar with the brand your company operates under.
Always check to see if the franchise already ranks well organically!
Joining a Franchise
Starting an heating and cooling company is tough work! Raising it off the ground into a developed brand is an even more difficult task, with many professionals never overcoming the challenge. That’s what makes joining a franchise such an enticing solution for HVAC professionals.
By taking on the name and guidance of a parent brand, they gain access to certain marketing perks that could help them earn more leads.
Joining a Franchise: The Pros
Brand recognition is huge when it comes to online marketing. When people search your brand directly in Google, their odds of converting into customers jumps way up over keyword searches. Many fresh-faced contractors are particularly keen to win that recognition when they sign up as a franchisee.
In addition to this brand access, many franchises offer specialized marketing tools for connecting with potential leads. These may include email templates, physical collateral (like pamphlets), and other digital marketing resources. This makes it easier for technicians who have little to no experience with advertising online.
The Costs of Franchising
Joining a Franchise: The Cons
First, franchise brands take a percentage of your income. That money typically doesn’t come out after taxes either; it comes from your gross profits. This means tens of thousands of dollars withdrawn every year. You’ll feel the loss during seasons of aggressive growth, and you’ll definitely notice it during slow seasons.
Parent brands also exercise significant control over their franchisees. This could mean your company is obligated to only work with certain marketing agencies, or that you have to pay fees for help from the parent brand. It might seem like a lot of money, but it could add up over time.
Franchising Decision Time
The guiding principle and goal behind franchising is to strengthen the overarching brand while providing better sales for the ground level contractors. In theory, an HVAC professional who becomes a franchisee should earn more money than they did before because people are comfortable with the brand. This natural raises a crucial question:
What if no one is familiar with the franchise brand?
If no one in your community recognizes the brand you’ve associated your services with, then they have no built up trust with that name. Even worse, that means that the brand has little-to-no organic presence in local search. If homeowners and commercial clients can’t even find your website, then how are they going to hire your services?
Adding to this concern is the fact that many franchises tightly control who you can use for your online marketing services. If they have a preferred (mandatory) partnership with an ineffective marketing agency, that could leave you stuck with mediocre results for the long-term. Now, all these concerns may be for naught if your franchising company is a household name, but then you’d also be paying more for the franchise rights each year.
Is Joining a Franchise Worth It?
If you can secure a relationship with a widely known brand at a decent profit percentage, joining a franchise may be worth it. If the company that you’re considering doesn’t have brand recognition (in your area) or strong local rankings, then there’s no reason to join them. You could do better on your own with an optimized website, consistent reviews, and citations! Google prefers showing local businesses anyway, meaning you have a great chance of winning quality search ranks.
Looking to Grow Organically?
If you want to grow your own business and keep your profits, then local search optimization is the way to go. Our team at HVAC Webmasters would love to support your business with optimized web design, professional writing, and powerful reputation management. We’ve helped countless professionals earn page 1 rankings and dominate local search!
To learn more about online marketing, or to consult with an expert and see if joining a franchise is right for you, call us at (800) 353-3409.
If you are a
contractor, it goes without saying that it is a crowded industry. There is a
litany of options for consumers to choose from and it can be difficult to set
your business apart from the rest. You can have the best product and service in
the world, but if the general public doesn’t know how to find you, none of that
will matter much.
making yourself stand out is to know how to properly use Google’s optimized search
tools. Google quickly figured out that links and content, the building blocks
of its ranking algorithm, were being exploited and have focused on both
identifying as well as incentivizing those sites that provide contextual and
beneficial information to the audiences they reach. They have actually made all
efforts to reward those brands that are built
with SEO by chasing the users instead of simply chasing an algorithm.
Google, in order to provide the kind of highly relevant and high-quality searches that they feel their users deserve, has honed in on a paradigm that is known as EAT: Expertise, Authoritativeness, Trustworthiness. They use this paradigm to assess the overall accuracy and usefulness of the content that is on every webpage that they crawl.
How to build authority in the
quickest way possible
is no single shortcut or path when it comes to building your authority as well
as trust in SEO, there are certainly helpful factors. Make sure that whatever
content you have is unique and interesting, that it is shareable, that it
contains the right keywords, and that it highlights the opinions that the
leaders of your industry share.
have established that base, you can try and promote all of your content through
social media. If you mention some of the people that you have quoted, that can
have a ripple effect of sorts. Whatever you post, keep your audience in mind.
factor is your reviews. Reviews play a huge part in SEO rankings these days and
they help to establish that trust and authority that your customers are after.
Google reviews are actually a part of their SEO ranking algorithm. Whenever
possible, request that your customers leave online reviews for your business,
especially through sources like Google My Business.
The thing to
keep in mind is that this all does not happen overnight. It takes a complex mix
of content marketing, link building, targeting mobile devices, guest blogging,
social media marketing, and personalization among other things. The most
important thing that you can do is to maintain frequency and quality with your
content. Whatever your brand message is, it needs to be consistent across all
digital platforms, especially if you are looking to establish your brand as one
to be reckoned with when it comes to Google.
How to use your website to build
authority and trust
In any guide that you read about growing your small business, you will see a number of comments about how important your website is. And it is. This is because potential customers will oftentimes go straight to your website to get an inclination as to what your company is all about. If your company is unprofessional looking or doesn’t provide the information that they need, they likely won’t come back.
You can also
use your website to build trust and authority among those who visit your
website with any level of frequency. The three pages where you can really make
the most impact are on your home page (since it’s the first thing customers
will see), your about page (which many people check to get a better feel for
what the company in question is all about), and the products/services page (as
customers will visit your website to inquire about specific items or services.
also want to create
a separate page that houses your testimonials and customer reviews. Make it
as easy as possible for prospective customers to find all the glowing things
former customers have said about you. This will only serve to help your
business in the long run.
for these pages should be of the highest quality and relate to your specific
industry. This is the biggest key to developing trust and authority among your
customers. This also depends on your website, the audience you are targeting,
and your industry, but these are all things that can be adapted.
One thing to
keep in mind with these pages is to make it so that they don’t sound too much
like sales pitches. You want to stay on target addressing your users’ needs,
not selling them on everything under the sun. Customers won’t appreciate sales
pitches and will flee from your site if they feel like they’re being sold.
What are some of the determining
factors of EAT in the eyes of Google?
While there is nothing solid and Google won’t come out and say what is most important when determining the factors of EAT, it is widely agreed that quality content is the biggest factor that influences your page quality rating. While quality is not a subjective factor, it can be determined by how many benefits it offers to your users. If your page doesn’t provide any content of value to your customers and simply acts as a sales pitch, Google will absolutely ignore it.
content you are providing, you need to provide an authoritative take to it so
that your customers trust in what you are saying. Make sure that it relates to
your industry and that it benefits your customers, otherwise it will be seen as
useless in the eyes of Google.
that can sway your authority are things like mentions from other businesses or
users, interviews, testimonials, links from authorities or hubs, social shares,
notable citations, associations with respected entities, and any kind of
still very much matter when it comes to deciding authority. PageRank, which is
Google’s algorithm that was built on the strength of links, so links remain one
of the biggest factors that might affect a page ranking.
Building authority for local
If you are a localized business that serves a designated geographical area, using all of the aforementioned things is obviously important but the key is to be authoritative in your geographical area. There are a number of different things that small, local businesses can do to build their authority and trust in their area.
Try to get
involved in guest blogging or any podcasts that may cater to your area.
Receiving awards is a great way to show your authority, develop trust, and
boost your overall rankings. The key, again, is through your website and making
sure that you are implementing marketing strategies that pay attention to the
important item to consider is citations from other business directories as well
as prominent sites in the region. This helps build authority for local businesses.
Make sure that you track your citations and provide your phone number, name,
and address consistently across all of those listings.
focusing on Google My Business is certainly a great place to start, don’t make
that your sole focus. Go to any platform where you can find additional customers
and where they can actually find you. Make sure that you reply to all reviews
on all platforms and do so in a professional manner. You should also scour any
local Facebook Groups or places where you can join in on the conversation.
How do you identify good brand
know this already, but the most recognizable brands are the ones that have the
most authority and trust among customers. Make sure that you protect
your online reputation at any possible cost. How you are perceived by the
community can make or break your business in no time
There are a
number of online metrics that will give you a better indication as to where
your site stands in terms of authority in SEO. Not only that, your social media
presence and backlink profile will help add to those trust factors that
influence your overall online brand identity; you should use these metrics to
the key to building the EAT paradigm is to start with quality content. Offer
value and information to your audience and they will find themselves trusting
in your brand more often. Make sure that
you are branding everything that you do online so that it can link back to you.
In order to build your list of potential customers, they have to have trust in you and the services that you provide. If they don’t, they will look until they find a business that can. Make sure that the content you are providing is relative to the wants and needs of customers in that sect and make sure that everything you do is informative to your customer base. This is what will build their trust in you and, ultimately, help your overall SEO ranking and make you more searchable.
Branding isn’t the same as it was two decades ago, not even close! When it comes to creating exposure for your HVAC business, nothing fights harder for your company than your online brand. If you want to earn more clients (who doesn’t?), you’ll need to understand Google’s local search process and how people find your brand.
Jason and Nolen dive into some of the general strategy behind online branding. Be sure to listen in if your business has struggled to make headway in local search ranking! Keep an ear open for these key tips too.
Tips for HVAC Professionals
Even Google needs help separating your business from others.
The search engine uses E-A-T to gauge your brand suitability.
Traditional advertising sees increasingly low ROIs.
Many companies see zero brand visibility without a GMB listing.
Google (currently) sees your website’s age as your company age.
Google examines all of these signals to determine the value (or suitability) of your online brand. Keep in mind, the search engine has thousands of similar business listings to sort through, and hundreds of millions of related pages on top of those! Even the catchiest brand name can get lost in the overwhelming number of industry competitors.
Let’s break down these branding facets into three different categories: Identity, Ability, and Activity.
Establishing Online Brand Identity
Your Target Branding Tools
Social Media (Accounts)
Despite popular opinion to the contrary, Google is not an all-knowing force of industry. In fact, the search engine’s understanding is limited to the information that users provide. Google can’t produce data from nothing.
So if you think that Google knows about your 3rd generation plumbing company and overwhelming client satisfaction rate, you might be dead wrong!
A Star Brand is Born
Most (if not all) company online brands begin with listings and citations. Physical location, company age, operating hours, industry type, service area, and other data paint a basic portrait of your business. You’ll want to provide this data to as many established citation companies as possible.
When it comes to local search, the ideal place to kick off your brand is Google My Business (GMB).
GMB listings are essential for appearing in local search results, but they also provide helpful interaction capabilities with potential clients via the Knowledge Graph tool. According to consumer research, 56% of search users who interact with your GMB listing use it to visit your website. 24% use them to call your business directly (Statista).
Grab Those Citations!
Of course, sharing your company information with citation sources like Yelp, Facebook, BBB, and Manta will further establish the identity of your online brand. They also facilitate the review process, a crucial part of establishing your services. We’ll talk more about this later.
For now, make sure that the information you provide across your sources is consistent. Even the way you abbreviate your physical address matters! If your HVAC business has the opportunity, you might also want to list in applicable industry publications.
Stand Out With Your Domain
Another key branding tool in your question for local search traffic is your domain name. What a make-or-break decision! While many companies make the mistake of targeting generic keywords and city/state combinations, this tactic only makes your brand harder for Google to distinguish.
The best domain names combine HVAC terminology with something quirky or memorable. For instance, real-world company Main Street Heating & Cooling realized their domain name needed to be a little more distinct than their usual title. So they chose mainstreetcomfort.com, a domain name that Google can easily distinguish from other industry competitors!
On a side note, make sure your domain is registered under your business’ name, not the hosting company’s. This will help you avoid potential problems when your registration approaches expiration!
Proving Online Brand Ability
Your Target Branding Tools
Just about anyone can set up a website and claim to provide AC repairs. Thousands of professionals boast in their “best AC repairs” and “affordable furnace maintenance”, but Google only shows a handful in front page local results. So how does the search engine decide who gets picked?
E-A-T: Expertise, Authority, and Trustworthiness
Google has expressly stated in its Search Quality Evaluator Guidelines that it looks for these qualities as it judges content. These brand values however, can be evaluated even beyond the actual business website and service pages.
Matching Claims With Results
To prove your online brand’s trustworthiness, Google needs to match up the claims of your website (such as what services you provide) with the testimonies of relevant sources. One of the most powerful channels of information in the evaluation process is your client reviews! Not only do they speak to the general quality of your services, they also verify that your company does what you say it does.
Having multiple citations enables reviews from a variety of sources. If you continue to ask for reviews after finished jobs, that means multiple sources will be confirming your brand’s abilities! As your team gains more experience and your website ages, Google will reward this proven ability with higher rankings in local search.
Engaging in Brand Activity
Your Target Branding Tools
Social Media (Posting)
Online branding is an ongoing process. While Coca-Cola and other multi-billion dollar brands can sit back and rest on their laurels, HVAC professionals have to fight to maintain top position. Since Google doesn’t have real-world eyes watching as company’s open and close their business, the search engine relies on online branding activity to infer these details.
Managing Content & Reviews
When a site first goes live, Google crawlers make their way through the pages to analyze the content within. This is how Google creates an initial picture of what your business does. Later on, these same crawlers revisit the site, on the hunt for new content. The process goes on and on over the years.
If the bots repeatedly find no new content, Google might believe your business has closed down. That’s why so many HVAC companies who enjoyed top rankings find themselves on the back pages of local search.
So what online brand activity can your business use to stay up-to-date?
Content Marketing & Refurbishing
Blogging is the go-to tool for many HVAC businesses. Not only does it provide proof of continued activity, it’s the perfect way to earn featured listings and other high-traffic search results. Facebook and Instagram posts also help, especially with original visual content!
Older content can spring back to life too. Some of the most valuable assets your business has are your service pages and handy guides. Take time every year to assess this valuable content and refurbish them for fresh value. You can even take advantage of this cyclical editing to amp up your keyword strategy!
Building a Review Bank
As we like to say, reviews are one of the purest forms of digital currency. Not only do they pay huge dividends with Google’s perception of your online brand, they also encourage other consumers to try out your HVAC company! Most companies partly understand the value of customer feedback, but few make the necessary effort to collect it.
If you only take one lesson away from this discussion, let it be this: never stop asking for reviews! Train your team to ask for them immediately after repairs. Follow up with clients after installations and explain how important their feedback is to your business’ growth. You’ll be amazed just how much your online brand will climb the local search rankings!
Start Building Your Brand!
Ready to start crafting a brand that lasts? Our team at HVAC Webmasters would love to help! Not only do our clients enjoy impressive rankings in local search, they also earn higher quality leads. With years of experience in the industry, you can expect powerful results from our team of seasoned content writers, SEO specialists, website designers, and editors!
To learn more about HVAC Webmasters, call us for free at (800) 353-3409!
The HVAC industry is
one that remains strong because, like it or not, that technology will fail or
need repair from time to time. And being a good HVAC technician is just as much
about your base of knowledge as it is the experience that you acquire.
After all, how can you gain that experience if you don’t
already have the knowledge to do the job correctly? That is where having the
right texts in your corner can really benefit your progression into fully
certified HVAC technician.
Or maybe you are the do-it-yourself type and just want to
get the knowledge necessary to implement your own HVAC repairs. Having the
right books will go a long way towards allowing you to put forth those repairs
on your own without the expensive costs that hiring an HVAC technician can
bring with it.
Whatever your reasoning, there are a few books that you need
to have in your collection to grow your knowledge as a burgeoning HVAC
technician or do-it-yourself HVAC technician. When you have the right books on
your side, you can build your knowledge base to a formidable level.
It is important to remember that not all books are created
the same. There are some books that were once industry standards but have since
grown outdated. Sure, some of these include the necessary updates to accommodate
for technology developments, but you will want to make sure that you do your
homework on the matter before picking a book. The last thing that you want is
to get some archaic tome that fails to build your base of knowledge.
Without further ado, here are ten of the best HVAC books
that you can invest in. They will certainly help to make you a better HVAC
technician or get you well on your way to becoming one.
Because the HVAC industry is so comprehensive, it is
impossible to focus on all aspects in just one book. If you wanted to know all
there is to know about the wiring that is involved in an HVAC unit, then this
the book you want to focus on.
The best part is that it has been revised and updated as the
years have passed, so you can be certain that you are getting modern solutions
and techniques instead of some of the outdated ones that you would find in an
This book does a good job explaining how the electricity
works in heating and A/C units and provides simple, easy-to-understand
explanations of how to implement repairs.
Refrigeration and Air
This is one of the staples of many HVAC schools and there
are a lot of students that might need it for their classes. Because of the
academic necessity, it is one of the most expensive books out there, though it
is definitely worth the cost.
If you find yourself looking for something resembling the
college theory HVAC experience, this is the book for you. While it definitely
covers techniques in repairs and installations of heating and cooling units, it
also covers the inner workings, the why and the how, and everything in between.
Though it was published in 1995, there have been updates to
this book as technologies have changed and techniques with it. The one thing
that makes this so valuable is all of the information on older units. Having
the information needed to repair these newer units is fine, but there are still
plenty of those older units out there that could stump you without the necessary
Best of all, this book will walk through both residential
and commercial heating and air in a way that is concise and shows ell organized
steps. You will never feel lost when you have this text to refer to as you
continue to learn about the HVAC process and the best way to implement repairs.
Simply put, it is a must-have for HVAC texts for those looking to grow their
Step by Step: passing
the EPA 608 certification exam
Not just anyone can be a certified HVAC technician; it takes
a lot of studying and the ability to pass the necessary certifications to earn
that title. Like any test, it requires a lot of studying and a little luck.
Thankfully, this book is there to help get you through the process in one piece
and as a certified technician.
This is also a great tool for a homeowner that is looking to save money on refrigerant. If you are HVAC certified, you would be able to buy it yourself instead of having to go through the traditional method. This book will show you all of the necessary information to pass Type 1, 2, and 3.
and Air Conditioning
an excellent book for someone who is looking to carve out a career path in
the HVAC industry or for a person that considers themselves the do-it-yourself
type that is just looking to expand their education base.
Among the many topics covered in this text is the theory as
well as techniques for troubleshooting that is typically involved in the
heating and cooling repair industry. Even if you have passed your HVAC exam, it
is a great refresher to have in order to continue your education and keep you
as prepared for any scenario as you possibly can be.
Low Pressure Boilers
Meet perhaps the most on-the-nose book on this list. Most of
the other texts that you have read about or will read about are about the HVAC
industry in general. But if you have ever had specific questions about low
pressure boilers, this is definitely the one for you.
This is a comprehensive guide that will teach you all that
you need to know about the ins and outs of the low pressure boiler. After a
quick run through as well as a little bit of experience, you will become an
expert when it comes to low pressure boilers and will never run into a scenario
that leaves you stumped again. A must-have if you deal with this type of boiler
on a regular basis.
Construction Academy HVAC
This is another excellent text on the ins and outs of HVAC
systems and how they work. This is a great tool for students in particular as
it is very educational and uses practical examples to help students with their education.
While it is definitely recommended that you reference
multiple texts along your educational path, this is one of those books that
will make things way easier along the way. It is not as highly rated as some of
the others on the list, but it is definitely worth the trouble of looking over
and reading through.
Refrigeration and Air
Conditioning Technology Lab Manual
Like some of the others on this list, this began as a text
used years and years ago but has since been updated thanks to the development
of technology and methods of repair and installation. Still, the foundation of
the book remains solid which makes it one of the better options out there for
This was one of the primary texts in the early 2000s, but
the principles have all remained the same. And because of its original age, the
price has dropped on this one to make it a more affordable option for students
or those who wish to learn on their own. There are newer and more relevant HVAC
books out there, but for the value, this is one of the best around.
HVAC Level 1 Trainee
This is the perfect book if you are looking to get certified
as an HVAC technician. It is for beginners too, so even if you aren’t planning
on getting certified and are more of a do-it-yourself type, this book can be a
valuable addition to your collection and provide you with many necessary skills
and a ton of information to become a great DIY HVAC technician.
Even if you are currently certified, it couldn’t hurt to go
back and bone up on some of the basics. After all, a solid foundation is the
key to any job and building up your foundation with this guide will only help
to solidify the knowledge that you already possess.
HVAC Level 2 Trainee
This is the next step up from the aforementioned book, but
it is just as valuable to both certified and amateur HVAC aficionados. With a brief
review of some of the techniques touched upon in the first trainee guide, this
builds on those fundamentals to help grow your knowledge base in the HVAC
It doesn’t get terribly comprehensive or complicated – that comes later and with further study – but it helps to grow your already established knowledge base and buffers that information to add to any experience that you may have as well.
This might be more of a niche book but it is a great
addition to any HVAC library and can be a huge help to aspiring or current HVAC
There was once a time where Facebook was the undisputed king of social media, the best way to reach thousands upon thousands of potential leads that could turn into income for your business. But the years have passed and others have stepped up to challenge the Silicon Valley behemoth.
But that doesn’t mean that Facebook is no longer important for
companies marketing their wares and skills to a waiting group of customers
across the platform. With the right techniques, companies can reach more potential
leads than ever before. The key is to use the platform in the smartest way possible.
The thing is, in the ever-changing digital marketing world, it can be difficult to know the best ways to reach that target audience. If you use your Facebook page improperly, you are essentially just yelling into the abyss of the internet. But if done correctly, you can expose your business to far more potential leads than ever before and develop brand recognition that is essential in modern business.
These are just a few of the techniques that you should
implement into your posts to ensure that you are getting your message out there
in the best and most effective way possible. Not all of these will work 100% of
the time, but they are proven ways to help generate more leads for your
company, which then turn into more revenue.
Give these tips a try if your business is having difficulty
marketing on Facebook and needs to find a way to change things up for the
better. More likely than not, you will find yourself with a growing list of
potential leads as well as a litany of new ideas that will help you generate
more engaging content through your Facebook business page.
Post landing pages
for direct offers
One of the most proven ways to generate leads through your
Facebook page is to send your followers to the landing pages that you have
created for lead-generating offers. The key here is to make sure that you have
a compelling featured image that gets pulled into the Facebook post.
To do this, you need to optimize the image’s size for
Facebook and then make sure that you add the proper open graph tags that lead
to your website. There are a number of ways to do this, but this is one of the
more effective ways to get your reader engaged.
It is also important to make it very clear to the reader
where it is you are sending them. They might think they are clicking on a blog
post only to find themselves in the middle of a form that needs filling out; this
can leave them frustrated or confused and that is the last thing that you want.
However you decide to link your readers to these direct
offers, this is one of the tried and true ways to generate those direct leads
that can eventually lead to more revenue for your company.
The first part of this is to learn about how to do a blog
lead generation analysis. Once you have done this, it is important to take
the blog posts that generate the most amount of leads and then post those to
your Facebook page.
Having an intriguing topic and title will ultimately intrigue
your audience to want to click and read it, and then they will find a call to
action within the post itself. You want to make sure that it is as close to the
intro as it can be. This call to action will typically be a solution to a
problem that the reader might have or answer something that the reader wants to
learn more about.
There is even a study that has shown that more leads are
generated by using call to action text in the introduction itself. The anchor
text call to action has been shown to be responsible for between 47% and up to
93% of a post’s leads. Those numbers cannot be ignored.
Do your homework and find out which of your posts get the
most action and push those with calls to action for increased leads.
Include links to
landing pages when you caption images
The best marketers understand the importance of using
visuals, things like images and videos when it comes to your Facebook strategy.
Facebook posts that have images tend to see 2.3X more
engagements than those posts that don’t have images.
To make even better use of those higher engagement rates and
turn them into valuable lead generation opportunities, you might want to put
links to your website into the description of the images, especially things
like cover photo and profile picture descriptions.
These links are opportunities for those interested people to
get to know your company better than ever before and the descriptions that you
put in your profile and cover photo turn into prime virtual real estate. This
way, any time that someone views your cover photo, they can access a download
link as well.
Make sure that you shorten those links and add your UTM
codes. These allow you to track the clicks that happen. There are a variety of
tools that will do these things for you.
Ultimately, the goal is to generate as many leads as
possible and adding links to your image descriptions is a proven method.
Use videos to promote
those lead-generating offers
While Facebook’s overall organic reach continues to drop
amid controversies linked to the social media giant, there have been tweaks to
the Facebook algorithm that has helped to mitigate the increase the amount of
content that is generated on the platform.
Videos are the one big exception to this. Videos have actually
been able to help marketers stay relevant and continue to reach their target
audiences. This is because the algorithm that Facebook uses actually favors overall video content. This means that
video posts have a 135% greater organic reach than traditional photo posts.
This is a great way to increase those lead generating offers
through your Facebook page. The key here is to use videos as a way to generate
and promote those lead-generating offers. With a video, you can use a verbal
call to action as well as in the video’s description, calling users to “download”
or “register” or something of the like.
Videos are the way that more and more businesses are
reaching their customers and sharing these lead-generating offers. Make your
videos interesting, informative and fun and you will find a greater response to
Use Facebook Live
Much in the same vein as the videos, Facebook Live might
actually be an easier way to go about it. Videos can be intimidating if you are
not familiar with the process, not to mention that they take time to create.
Facebook Live has shown that people comment up to 10x more
on Facebook Live videos than they would on regular videos. This method is more
about generating conversation as well as promoting. If you have an event, show
the setup live. You can also promote an offer by hosting something like a
Q&A through Facebook Live. This encourages comments and interaction, which
generates more leads.
While these don’t have actual tags that you can use, you can
use a verbal call to action through the live video and make sure that you
repeat it more often than you would for a standard video. This is especially
important for viewers who might have joined late and missed the first call to
This is a great way to deliver a sense of spontaneity so
that your followers feel like they might miss out if they aren’t visiting your
Facebook page. That’s a great way to develop new leads for your business.
call-to-action button for your Facebook page
While this might not be a post, really, it is an essential
way to develop leads that you will not want to miss out on as you market your
business. Facebook allows business pages to add a pretty simple call-to-action
button at the top of the business’ Facebook page. This might seem simple, but
it can be pretty powerful in helping to drive traffic from your Facebook page
to your actual website. Best of all, this can include contact sheets, landing
pages, and any other lead generating forms that you might have.
Even more importantly, you can choose from a variety of
pre-made buttons. Things like “Contact Us”, “Shop Now”, “Book Now”, “Watch
Video”, and so on will allow you to get a level of customization out of your
call-to-action button to make it more tailored to your page specifically.
Most of all, the call-to-action button gives you the ability
to be versatile. Most marketers will choose a call to action and stick with it
for an extended period of time. But with the button, you can switch up your
call to action so that it doesn’t feel stale and overused. That is an
Almost every business begins with little to no funds for marketing. Even experienced companies can experience a dry season. Instead of batting down the hatches and doing nothing however, there are a few steps that could make all the difference in the coming years.
Today, Jason and Nolen discuss how to start up your online marketing plan even if you don’t have lots of funds. They’ll focus primarily on growing your search presence, which gradually creates a steady influx of HVAC leads for your business. If you’re operating on a tight budget, be sure to listen in!
HVAC Marketing Tips for Professionals
Always begin by setting up your Google My Business account!
Buy a cheap template site to start developing your online presence.
Start asking for client reviews, and never stop!
Register your domain as close to your name as possible. Avoid generics!
Low/No Budget Marketing
Let’s not waste time. There’s a best way to online search marketing, but sometimes a tight budget prevents people from choosing the best. That’s life. Thankfully, you don’t have to sit on your hands and hope that one day business will pick up enough to start getting online clients!
The following HVAC marketing plan focuses on free and extremely low cost solutions that will build a foundation for your brand. We need to be extremely clear: you (probably) will not notice huge results from the start. However, your business will be in a much better place six months from now if you faithfully follow this process.
Here we go!
Step #1: Get Listed in GMB
Google My Business(GMB) offers free listings to help your business get started in local search. These listings are essential if you want any sort of organic leads. According to a recent publication by Search Engine Journal and extensive research by Merkle, “Organic search produced 23% of all site visits in Q2 2019.” Without registering your company with GMB however, your company is unlikely to earn any leads from Google.
2. Submit your company name, location, and industry information.
3. Set your service radius from your business address (or home).
4. Submit your contact information.
5. Choose a method to confirm your listing with Google, then confirm.
Step #2: Build a Cheap Website
When it comes to website design, there’s a couple sweet spots for getting the biggest bang for your marketing budget (or lack thereof). On the low end of the spectrum, we’ve found that it’s usually better for startups to begin with a free template design, or something dirt cheap. There’s no illusion of fanciness or complicated optimization.
Many HVAC companies start experiencing problems when they move beyond the $100 threshold. You’d expect somewhat higher results and capabilities from a $300 website, but most companies who offer those design packages simply use a cheap template anyway. You might as well save the money and invest it in another part of your business.
Step #3: Register Your Domain
Your domain name (the address or URL) is one of the most important branding assets your company will ever claim. It must be protected at all costs, but most businesses don’t even know how to pick an effective name. There are a few basic rules to follow when it comes to picking and claiming your domain.
Aim for a verymemorable and non-generic domain name!
Generic names are harder to rank for in search. Business listings with ultra-generic names (dallasheatingandcooling.com, for instance) may not even show up in search. It’s better for people to remember your name and laugh, than for them not to remember your name at all!
On an equally important note, make certain that the domain name is owned by your business, not a hosting company. You don’t want any complications with your host trying to sell the domain to another business. Believe us, it’s happened too many times!
Step #4: Ask for Reviews
Reviews could be considered the richest form of online currency, but they’re so much more. Client feedback is a testament to your team’s capabilities and your customer service. Unfortunately, most people forget to provide reviews, unless they’ve had a particularly bad experience.
That’s why you and your team must consistently ask your clients for reviews. Don’t wait either! Ask immediately after service has concluded. At the very latest, you might wish to wait a couple of days (say after an installation) to follow up and ask for reviews. This creates goodwill with the existing client, and trust with prospective consumers.
Google prefers for reviews to come from a variety of resources, so try to spread out the feedback between Google, Facebook, and other citations. By routinely asking happy clients for reviews, you’ll easily drown out any other sort of negative complaints from that odd customer.
Step #5: Review Your Progress
Once you gained some ground in local search, leads should start to come in at a much faster rate. That steady stream of business to your website means you’ll have better funds for future marketing ideas! You can even take some time to upgrade your website and strengthen your brand.
When that day comes, we hope you’ll partner with the HVAC Webmasters! Call us anytime at (800) 353-3409 to learn more about our services and organic SEO.
HVAC marketing is evolving in 2019. The best way to get new customers is through digital promotion. There are many ways to promote a heating & cooling service online. Many of you understand the importance of a website and have tried implementing one into your marketing plan in some capacity. You might have even hired a web company to perform SEO services.
Below are some proven HVAC marketing strategies, ideas, and tips for local contractors in 2019.
HVAC Marketing Strategies 2019
1) Local SEO
The simplest way to get started with marketing is through local SEO. Google My Business is a free tool for all HVAC companies with a verified address. Once you set up your business on GMB, you have a chance to show up on the Local Map Pack which is the most efficient way to generate new HVAC leads for your business. Google shows results based on users’ geo-location.
Google My Business
GMB is a free tool (as we noted) and it helps business match with nearby consumers. When a searcher near your service area types in keywords like “hvac contractor near me” they are shown the Local Map Pack which features 3 nearby business that meet the searcher’s criteria. For yours to be one of those businesses, you must optimize your Google My Business profile.
GMB integrates with Google Maps to help local consumers find local HVAC companies. For your business to be verified on GMB, you must verify the address on Google Maps. Once Google has your address pinned on their map, they can distribute your services to the most appropriate consumers. Some technicians service multiple areas, which you can edit on GMB.
Google values consistency and uniformity across the web. While GMB is the most important citation, there are many others that help build trust for your business. When your company is listed on Yelp, Yellow Pages, and other similar directories, it sends signals to the search engines. The most important thing is that each citation has name, address, and phone number.
2) On-Page SEO
The foundation of SEO is on-page optimization. It is the most controllable aspect of SEO and can help your web pages rank for relevant search queries. The basics of on-page SEO consist of title tags, meta descriptions, and image alt text. The goal is to help Google understand what a page is about so that they can properly distribute it to the most relevant nearby consumers.
The title tag of a web page is shown on the search engine result itself, so it’s critical to ranking. When you have a service page, for example, the title tag should match the content and target searchers looking for that particular service. Google scans a title when it crawls your page’s HTML, so it expects the title to accurately represent what the page is about — for search users.
Meta descriptions expand on the title to give users a preview of the page they are about to click on. Most gloss over meta descriptions but they remain an important aspect of SEO. Google has even given webmasters more control over how many characters are displayed on the visible meta description. Descriptions can impact click through rate (CTR) as well as rank position.
Image Alt Text
Every quality web page should have images inserted to break up the text. Not only is it important for user experience, but it also contributes to SEO. When images are attributed with the proper alt text (usage of relevant keywords), Google counts it as a ranking signal. Make sure each image you include on your page makes sense for the content and the keyword you use.
3) Technical SEO
Technical SEO is the process of optimizing a website’s back-end, and front-end, user experience. Most people think about SEO in the context of keywords and on-page optimization but Google prefers to showcase websites that also cater to their user’s most pressing needs. Those include, mobile accessibility, ease of use, and perhaps most importantly, website speed.
Most HVAC consumers search Google through mobile devices. That means your website should be optimized for those devices. The best way to achieve this is through responsive design. The RD development method ensures that your site displays optimally across all mobile devices, as well as desktop. Mobile navigation is critical to user experience in 2019 and beyond.
Site Speed Optimization
Attention spans have dwindled in the last decade. Users expect pages to load quickly and any delay can cost you traffic. Google understands its user’s needs and is going to priortize pages that meet those needs. If you meet all other SEO criteria, but fail to load in a timely manner, Google will naturally lower your rankings. Ensuring fast loading times can make a difference.
User Experience Optimization
When a consumer visits your HVAC website they are looking for something. It might be the location of your business, it might be a contact form, or it might be information about a specific problem with their heating unit. The goal of your website is to provide what the visitor is seeking. This is done not only through writing, but through web design, and optimizing user navigation.
4) Content Marketing
There is a phrase in the SEO community “content is king.” Although many other ranking factors are taken under consideration, content is perhaps the most significant of all of them. HVAC companies who create quality content on their website, Google My Business profile, and other social media outlets often enjoy the most consistent stream of relevant traffic for their business.
For an HVAC website, service pages are critical. Pages differ from posts in the sense that they are pages with a specific and narrow focus. For example, your page for air duct cleaning services should describe that specific niche and how you can help homeowners solve a related problem. Other examples of content pages include those for specific cities or service locations.
Posts are far different from pages because they cover a broader subject matter. Blog posts for HVAC contractors should aim to bring in traffic that is less specific and more general. While this traffic may not convert at as high of a rate as your page traffic, it is higher in volume and therefore can increase brand awareness and warm up potential leads for future consideration.
Writing great content is the first step but for it to make an impact, people have to see it. SEO is one way in which your content can become exposed to users. Another way is through content syndication. This includes sharing posts (and sometimes page) on different web platforms including social media. While Facebook has limited organic reach of posts, you can pay for ads.
5) Keyword Targeting
If you have ever dabbled in SEO, you have heard of keywords. While Google has cracked down on keyword stuffed content, targeting the right keywords is still an effective marketing strategy. HVAC companies can use free tools like Ubersuggest and Google Keyword Planner to find ideas. You can also invest in paid keyword tools like MOZ Keyword Explorer and SEMRush.
Researching keywords is fairly simple process. The goal is to identify keywords in your niche (HVAC) that have high volume and also low competition. Depending on how authoritative your company is, you can rank for competitive keywords as well. But for those just starting out, targeting niche keywords that have lower competition can yield the most tangible results fast.
Your website should target keywords intentionally by mapping out which pages are going for which terms. For example, your furnace repair page should go for keywords related to furnace repair. This might include furnace repair services, heating repair, furnace technician, and other similar phrases. Your keyword research tool will populate different ideas based off the terms.
Once you identify the keywords you are using on a given page, you must tactically place them in the proper areas. The first place to start is within the URL itself. Your ac repair page should have URL like: myhvaccompany.com/services/ac-repair. You should also include ac repair within the title tag, meta description, and image alt text. It should also appear within the body content.
6) Link Building
Google bases the importance of a page (domain authority) at least in part by the sites linking to it. Successful HVAC websites must have links coming from other domains. Links were once the primary ranking factor but as people began to manipulate the process through tricks and schemes, Google decided to penalize anyone engaging in shady link factors. Still, acquiring good links matters.
One strategy to acquire links ethically is through blogger outreach. You email a blog writer in your industry and ask if you can either write a guest post or have one of your infographics or statistics featured on their blog. If they properly attribute you, they will include a link back to your website which search engines will then acknowledge as a vote of confidence to your domain.
It’s much easier to get links with great content. When you have a quality blog post or even service page, it is considered a linkable asset. Some pages get links simply from ranking on page one of Google. Blog posts are typically considered to be a more linkable asset because they cite more general information, including statistics that can be showcased on other blogs.
Follow vs NoFollow Links
Not every link counts as a vote of confidence for your website. Links that are user-generated, like blog comments, or social media posts, are tagged as nofollow links. This tells the search engines not to consider these to be as valuable as follow links (which are not user-generated). Google recently has said nofollow links will count as a “hint” but not as much as follow links.
7) Facebook Ads
Facebook has a lot of targeting options for businesses looking to advertise online. You can reach people based on demographics like age, location, employment, etc. Let’s say you wanted to promote a seasonal special for your HVAC company. You could target Facebook users within your service areas and encourage them to take action by creating a duration for the special.
Generally, you can spend as much or as little as you’d like on a campaign. The more you spend, the more people you reach. Many companies use a daily budget of around $10.00 to run targeted Facebook advertisements. Your budget may vary based on the size of your business as well as the population of the areas (cities, zip codes) in which your company services.
Running multiple ad sets allows you to test which audience is more receptive to your promotion. This helps you efficiently spend your advertising dollars on the people most likely to convert into paying customers. Aside from split testing audiences, you can also split test the creative parts of an ad. For example, the better performing ad may feature a video, while the other is an image.
It’s easier to advertise to people who are already familiar with your service. This familiarity can become apparent on Facebook when a user likes your business page or interacts with your website. All you have to do is set up pixel tracking on your website so that every person who visits can be targeted while they are browsing Facebook. They have already shown interest.
8) Google Ads (PPC)
SEO can take time work so Google Ads (PPC) are a way to supplement traffic in the meantime. If you’ve ever done a Google search you’ve noticed the top results have a small box that says ad on the left. This marks them as paid advertisements rather than organic results. You don’t need to do SEO to show up on Google Ads. All you have to do is bid on the advertising space.
Your ad spend is how much money you invest in Google Ads. Depending on the keywords you target, your campaign may have a higher or lower cost per click (CPC). The most competitive keywords have high CPCs while those with less clicks, have much lower CPCs. Some companies also spend to advertise on their brand name keyword, so others can’t steal it.
Google uses the metric quality score to determine which ads to show first. They base it on how well the ad represents the corresponding landing page. If the user clicks the ad, they should expect to receive relevant information based on the keyword and the title of the ad. HVAC companies should spend some time with their landing pages to ensure the highest quality.
Google Keyword Planner helps businesses identify the best keywords for PPC ads. We mentioned this tool before because it can also help with SEO keywords, but for the purposes of Google Ads, Keyword Planner is going to help optimize your ad spend. Go for keywords that have buyer-intent, meaning someone who searches for it is demonstrating a need to purchase.