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.
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.
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. Hotjarmakes 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:
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. Crazyeggoffers 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.
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.
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.
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 testingis 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.
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 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 SEOWebmasters 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?
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.
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.
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.
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.
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.
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 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:
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.
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.
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 factorfor 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.
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.
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.
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.
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!
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.
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 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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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:
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.
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.
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.
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.
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 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.
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.
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.
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.
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:
Google My Business management
Embedded Google map on Contact Page
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.
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.
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.
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.
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 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:
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.
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.
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:
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.
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.
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.
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.
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.
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.
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.
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.
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.
You might have heard about HVAC retargeting ads. Chances are you are spending a pretty penny on customer acquisition for your HVAC company. And it’s exciting to see the data roll in and realize that there are way more visitors to your site monthly than there were a year ago. But the figures aren’t all there is to the story.
The fact is that if you are not converting those customers, then your strategy needs some work. And one of the most effective ways to make sure that you make the most of a missed opportunity is retargeting ads. Retargeting ads offer an effective way to complement your customer acquisition efforts and help your potential customer move down the sales funnel. In the following post, we will be talking about retargeting ads, how they can help your HVAC business, and the best way to utilize them.
What Are Retargeting Ads?
Retargeting or remarketing ads are display advertisements shown to internet users who have previously demonstrated interest in your HVAC service. Their previous interest is most frequently tracked through browser cookies in the form of website visits and user engagement.
Retargeting Ad Examples
Let’s take a simple example. You are online shopping for an anniversary gift for your wife. You are looking at some diamond necklaces, and you visit a few sites. After looking at 5 different sites and not being able to make a decision, you decide to call off the search for the day.
The next day you resume your search and notice that you see ads from websites that you have visited in search of an anniversary gift. In this hypothetical situation, you were made the target of a retargeting ad.
What is the Purpose of Retargeting Ads?
Retargeting ads play a vital role in ushering people through your sales funnel. You see, not everyone who visits your website will be ready to purchase your HVAC services. Just like in the hypothetical situation where you were looking at websites for a diamond necklace but didn’t decide to buy from any of them.
Not everyone visits a website for the same reasons. Some people are indeed ready to buy immediately. These are what’s known as a prime lead. In the HVAC industry, a prime lead maybe someone who visits your company’s website in need of emergency HVAC service. In other words, they are on your website for the specific purpose of paying for your services.
But some people may simply be conducting research. They may need an HVAC service soon, but the work isn’t imperative yet. These people are likely to visit your website, see what services you offer, find out which areas you service, find out whether or not you offer free estimates, and may even jot your number down – but not necessarily make an appointment.
The purpose of retargeting ads is essential to keep your business and your brand at the forefront of potential customers’ minds. As they browse the web away from your website, they will see an ad for your company and remember that your company is an option for their HVAC needs.
Why is Retargeting Important?
Retargeting ads are important for 2 major reasons:
It’s Effective: Studies have shown that conversion rates actually rise when the customer has interacted with your brand, not made a purchase, and then sees your ad as a retargeting strategy.
It’s Affordable: It costs a lot more to drum up brand new prospects than retarget an existing one.
Furthermore, retargeting ads get higher click-through rates than typical display ads because they are displayed to people who have actually shown interest in your service.
How to Create Effective Retargeting Ads
Now that you have a better idea of what retargeting ads and what they offer, it’s time to utilize them. Here are some of the most effective methods of ad retargeting:
Search Intent: You can actually make it so that your ad displays to certain people who have done certain online searches. This method uses keyword tracking. In other words, you might target someone who has recently done an online search for “air conditioning replacement.”
Email: If you have had email correspondence with a potential customer but didn’t make a sale, you can target these specific people with ads reminding them of your services.
These are two of the most effective retargeting ad methods for HVAC contractors specifically. But knowing which methods to use is only half the battle. You still have to craft the actual ad.
For retargeting ads that go out to people who have actually visited your site, you can craft your ad based on the specific pages they browsed.
For example, you tracked a potential customer that visited your page on air duct cleaning. You can target that person specifically for that service. In this case, it may be most effective to create an ad that promotes a special discount you may be offering on duct cleaning. Limited time offers are typically effective in these situations.
In fact, with retargeting ads in general, it’s important to make an offer that will entice the potential customer back to your site. So limited time offers may help to spur them to action. Free service add-ons related to the service page that they visited may also be helpful.
Create Unique Landing Pages
Next, you will have to think about where your potential customers will be lead once they click on your retargeting ad. It shouldn’t lead to your homepage. It has to correspond with the specific offer in the ad, which should lead back to the page that they visited on your site in the first place.
Crafting service-specific landing pages is just as crucial to making enticing retargeting ads. When the person clicks on an ad, it should take them somewhere to learn more about the service they’re interested in.
Choosing a Retargeting Platform
So, where can retargeting ads be displayed? More importantly, where should your HVAC retargeting ads be displayed? The four major platforms you should be advertising areFacebook, Google, YouTube, and Instagram.
Google is essential because you get space on the actual Google search site when you advertise with them. Also, Google works with tons of websites where your ad can also be displayed. And while Google is very hush-hush about which websites they are partnered with, it is apparent that the number is astounding and includes some of the highest-profile sites.
Retargeting Services for HVAC Companies
Retargeting ads (sometimes referred to as remarketing) take a lot of thought and planning. So if you need some expert help crafting and setting up your HVAC retargeting ads on the most prominent platforms, we want to lend a hand. We are HVAC Webmasters, and we offer ad services as well as digital marketing and SEO services. We know what it takes not only to drive more traffic to your site; but convert more leads as well.
Social media is a platform or app that allows users to create and distribute content and partake in social networking. For HVAC companies, social media refers to business profiles on Facebook, Instagram, and other platforms, along with shared content on the profile’s timeline.
Do HVAC Contractors Need Social Media?
By now, everyone should know how powerful social media marketing is and how much impact it can make for your business. And a lot of people will say that merely knowing is half the battle. But that’s not the case here.
The fact is that a well-crafted social media marketing campaign takes time and careful planning. It’s as much a thought process as it is a process of actions. So in today’s post, we will be walking all the HVAC contractors out there through how to plan and execute a successful HVAC social media marketing campaign.
Social Media Platforms for HVAC Companies
You’ve probably heard of the most popular social media platforms from friends or family members, and you may even be an active member yourself. However, when promoting your business online, these platforms play a different role than for personal use. Understanding which platforms are worth your time can save you resources and allow you to focus on the areas that can help your business thrive in 2021. Let’s look at some primary social networks for HVAC:
Facebook remains the #1 social media platform in the world with 2.7 billion monthly active users. HVAC companies can create a Facebook Business Page to reach potential customers. Back in 2018, Facebook’s algorithm update limited the number of organic business posts active users would see on their timelines. Obviously, the update encouraged businesses to invest in Facebook Ads to reach their target audience, since organic posts no longer worked as well. As an HVAC company, Facebook Ads are certainly an option, but posting organically is less valuable. Still, it is important to update your business information, upload recent photos, and keep your timeline recent enough to look professional.
Instagram nears 1 billion active monthly users and has emerged as one of the top social media platforms in the world. Owned by Facebook, Instagram is also part of the Facebook Ads network so Ads managers can run their ads on Facebook and Instagram, simultaneously. In addition, businesses can take advantage of Instagram’s visual nature by posting video stories and images. While Instagram is a little different from other platforms, as publishing a blog post is not possible, for example, it is a unique medium to keep consumers up-to-date on your company’s progress.
The long-time social media powerhouse, Twitter, has 206 million daily active users. Unfortunately, most Twitter business profiles lack engagement and exist as a formality. Still, a low-engagement Twitter handle remains necessary for businesses across the country. While you can’t expect new customers to come from Twitter, you can expect existing customers to look for you on the platform. They may even reach out for customer service needs through your Twitter DMs. With this in mind, it is critical to have someone actively manage your Twitter account, and link to your website.
With 756 million users, LinkedIn is the most professional social network on the web. While Facebook and others host personal profiles, LinkedIn hosts business profiles for prospective job seekers and employers. As an HVAC company, you are the employer, but that doesn’t mean you have to use it only for hiring people. There’s inherent value in publishing a LinkedIn Business Page, whether you plan to run job ads, or not. You can curate content on LinkedIn and connect with other industry professionals. You might even find some interesting insights on your timeline.
The popular video platform now has 2 billion active users on its platform, making it a must-have for HVAC companies. Every HVAC business can create a YouTube channel simply by logging into their Gmail account. While you might be hesitant to post video content on the platform, it is a great way to reach prospective customers. Think about it, 20 years ago you’d have to pay for a local TV spot in order to promote your business through a commercial. With YouTube, you can reach people organically by adding the proper tags to your video description. You can also invest in YouTube Ads to reach people while they are watching other popular videos about your topics.
HVACR Social Media Campaigns
For any marketing or ad campaign, you must take the necessary time to sit down and think about who your audience is and what you are trying to say to them. These two considerations should always be the inception of your social media marketing (or genesis) campaign.
So, for example, as an HVAC contractor, let’s say you want to make people in your local area aware of your business and the type of services you offer. Right off the bat, you will be targeting certain people in a geographical region.
Secondly, you will probably want to speak directly to homeowners. That further narrows your audience down in general to people in their early to mid 30’s to people in their 60’s or 70’s (the average age range of homeowners).
Now you have a general customer profile: customers in your area between 30 and 60. These are the people you will have to figure out how to reach through social media. Now, what will you say when you reach them?
Again, your goal is to make them aware of your business and what services you offer. But the message you send should be different depending on a more specific age range. For instance, your social media posts for new homeowners in their 30’s should be different than ones targeting established homeowners in their 50’s and 60’s.
New homeowners will be less experienced in handling HVAC problems and will likely not have a go-to HVAC company to call when a problem arises. For this younger group of homeowners, your HVAC social media campaign should be geared more towards knowledge-based content – infographics, tutorials, and the like.
For older homeowners who probably already have an HVAC guy they have hired before, your social media marketing campaign should be more promotional – how your services can help more than other people’s services.
This is a general breakdown of customer profiling, but it should give you an idea of how to start planning your HVAC social media marketing campaign.
Choosing your Platform
The next consideration is which social media platforms to post on. But this one is pretty easy because you should be present on all of them at the end of the day. Still, you may want to focus on some more than others.
For example, as of 2021, roughly 32% of all Instagram users are between 25 and 34, right about the age that people are buying their first homes. So Instagram would be a great platform to emphasize your HVAC social media marketing campaign to gain new customers.
Facebook is also still popular, and you should have an account for your business there too. But Facebook usage among people in that same age range is waning. Only about 25% of all Facebook users fall in the age range of 25-34.
Again, it would help if you were on all social media platforms, but depending on which one you are creating content for, your strategy should be different.
Now we get to the tricky part. How do you create engaging content for your HVAC company? But before we can rightly tackle that question, we have to rewind a little bit. The question is: what is the goal of your HVAC social media marketing campaign?
Yes, it should be to make people aware of your business and gain new customers. But as far as the social media platforms themselves, what’s the end game? It may seem trite but what you are going for are likes and shares.
You want people to interact with your company through social media. Social media interaction takes the form of likes and people sharing your content with others. The goal is to get your company name and content on the screens of as many users as possible.
So you have to create content that people will want to share. To do this, it may be helpful to see what some of your competitors are doing. And while you never want to plagiarize someone else’s content, it may be helpful for you to get your creative juices flowing.
Let’s start with Instagram. Instagram stories should be a major target for your HVAC social media marketing campaign. Instagram stories are viewed by 500 million people every single day. Instagram stories are pictures or videos that can include text and are only live for 24 hours.
Your Instagram stories can be about a recently completed job or maybe the recorded testimonial of one of your satisfied customers. You could also introduce your crew and share some interesting facts or anecdotes about them in your Instagram stories.
While it’s always a good idea to stay on brand, it never hurts to post something that’s just genuinely funny on an Instagram story. Remember, the point is to get people to like and share your content. Sometimes the best way to go about that won’t have anything to do with HVAC.
But in many cases, it will. This is why we should also talk about Facebook posts. Static Facebook posts (non-video and live video posts) can be very informative. Think about the HVAC problems/questions that many of your customers have had over the years.
Then turn those questions (along with answers to them) into helpful Facebook posts. Remember that you want to keep your posts as short as possible, though. The optimal Facebook post length will be between 40 and 80 characters. So keep it short, sweet, and to the point.
Video content should be part of your HVAC social media marketing strategy for platforms like TikTok and YouTube. For YouTube, you can get more in-depth with your knowledge. Consider posting simple HVAC how-to’s.
For TikTok, consider video posts that show your followers what their central air unit should look and sound like when it’s running optimally.
Once you have a good amount of content to share, it may help utilize a social media planning tool. A social media planning tool will make it easier to schedule HVAC social media posts, create captions, upload your content, and distribute it to various platforms.
HubSpot, Sprout Social, and Hootsuite are all examples of social media planning tools. With a social media planning tool, you can also keep track of post stats and see how many people interacted with a certain post.
This is very helpful for marketing campaign auditing as you will see what strategies are working and which ones aren’t.
It’s also important to figure out how often you should post. This is another tricky aspect of social media marketing because every business is different. If you post too much, you could risk inundating your audience. If you post too infrequently, your audience will forget about you.
But in general, you should only post when you have quality content to share. If you’ve got a great creative team behind you or you, naturally come upon genuinely funny, interesting, helpful, insightful, or informative content, great! Post that stuff as often as it comes up.
But if you don’t, please don’t force it. This is a huge mistake that some social media marketers make. Posting once a week or once a month is fine and infrequent posting is better than flooding your user’s feeds with dross.
Running Social Media Ads
Several social media platforms use an algorithm that discourages organic content from appearing on users’ timelines. For example, your HVAC company won’t get across to many people with simple Facebook posts.
The way to reach more people is through Facebook Advertising. The same is true of Instagram Advertising and, to a lesser extent, YouTube Advertising. You can still appear on YouTube without buying ad space, but it’s something to keep in mind for 2021.
Despite limited exposure with “free social media posts”, having a profile remains critical. Profiles serve as a citation like Yelp or Angie’s List. Keep in mind, however, that various forms of advertising create the most exposure.
Consider boosting your Facebook Post so that more users view the content. After all, impressions translate to conversions with the proper marketing strategy. Make sure to monitor your ad spend budget by setting a daily and lifetime limit.
Don’t Forget the Basics
Remember to stay on-brand with all your posts. How do you stay on-brand with a hilarious video of your cat sleeping on your head? Just make sure your company name/logo is present on the post. Your company name/logo should be on all your posts.
A link to your website should also be present on all Facebook posts, any YouTube video posts, and Instagram posts as well. Make sure that your company name/logo is consistent on all posts as well. This not only looks professional but will leave more of a lasting impression on your followers.
Using social media ads is also a great way to increase brand awareness. But remember to do your research. Keyword research can help you form your ads and make them more effective. Also, think about your most popular services or ones that you want to promote when creating ads.
Social Media Marketing Services for HVAC
Here at HVAC Webmasters, we specialize in HVAC social media marketing. We can help create content, manage ads, and much more. Talk to us today, and let us help you devise an effective HVAC social media marketing campaign.
Google My Business is a free profile and tool for HVAC companies to showcase their business on Google Search and Google Maps. Business owners must verify their business (via postcard) to edit information and manage the profile. Once verified, a GMB listing showcases your company’s business name, phone number, hours of operation, and other promotional content.
Why Small Businesses Utilize Google My Business
The bottom line for marketing any business in the digital age is the same as decades ago: making your business as visible as possible. And today, you aren’t making your business nearly as visible as it can be if you do not have it listed on Google My Business.
Just as the name implies, Google My Business is a business listing service offered by none other than Google. It’s a platform that allows businesses large and small to be more visible to Google users. And there are plenty of those. Over a billion people currently use Google products and services like Gmail, Google Maps, and Google My Business.
For better or worse, Google is mammoth. Whether you are watching YouTube or performing a simple search to help you decide on dinner tonight, your life is being affected by Google.
And as an HVAC contractor, you can leverage the unfathomably huge audience that Google boasts for the success of your business. Today we are going to be talking about how your Google My Business listing can gain you more customers, increase brand awareness, and how you can utilize it for maximum effect.
Why HVAC Contractors Need a Google My Business Listing
Some of you may be asking why you need a Google My Business (GMB) listing in the first place. Maybe your HVAC business is doing fine without one. Or perhaps you are just reluctant to spend time setting one up. Whatever the reason, there are vital benefits both for fledgling HVAC businesses and established ones. The three main benefits of GMB are:
The local three-pack shows up at the top of 93% of local Google searches. Without a GMB listing, you have no hope of getting your HVAC business indexed on the local three-pack. And in case you were wondering why the local three-pack is so important, an overwhelming majority of Google users click on the top 3 search results and rarely click on lower results.
Since so many people start their research into local businesses with a Google search, GMB usually accounts for people’s first interaction with business reviews. GMB offers a platform for people to leave reviews of companies. Your aggregate rating is prominently displayed when your site company appears on relevant searches. And customer reviews are a huge commodity in digital marketing.
When you have your GMB profile set up, you will see how people find your business, what keywords they are using, and even what kinds of people are looking at your profile. Google data can give you invaluable insight into who you should be targeting in subsequent marketing and ad campaigns.
And if that all wasn’t enough, Google My Business is free. An HVAC GMB listing will cost you nothing to set up or maintain.
And if that all wasn’t enough, Google My Business is free. An HVAC GMB listing will cost you nothing to set up or maintain.
Setting up your GMB Profile
Setting up your Google My Business profile is very easy. It all starts here. You enter the name of your business and fill out the prompted information during the setup process. Creating a new listing is a straightforward process that you can easily navigate by clicking the link above. So we’ll skip the details of that part. And luckily, “HVAC Contractor” is an established category on GMB, so you don’t have to worry about your business category not being available.
But we will walk you by solving some of the problems you may run into while setting up your HVAC Google My Business profile.
As an HVAC contractor, you may not have a central office or location. You may operate out of your home. You have to have a physical address for your business for Google to verify you, so you will have to list your home address in this case. But that doesn’t mean you have to display your home address online for the world to see. If you don’t want your address listed on your GMB profile, log in, click on the “Info” tab and look for your address listing. There should be a pencil icon next to your address – click it to open the editing menu. Towards the bottom of the menu, you will see an option for “Clear Address,” click it. Then click “Apply,” and your address disappears on your public GMB page.
Adding Multiple Locations
If you have more than one office serving different areas, you can manage all of them from a central GMB account. Head to the “Location Groups” tab once signed into your GMB account. Click the “Add Location” option, and you will add a single location or import locations. If you have more than one place to add, choose import location, and you receive a template to fill out with all of your business location information. But if you want to a single spot, click “Add single location” and fill out the fields.
If you find a claimed business matching your company info, you have already created an account, or someone else has. If someone previously claimed your business, Google will give you a hint for their email address. If this doesn’t help, you’ll need to choose the option for “Request Access.” You will then provide business and contact info to help verify that you are the business owner. Google will then contact the person who claimed the company and get back to you within a week.
Getting the Most from GMB
Now that you have your HVAC Google My Business page set up, it’s time to start optimizing it for maximum customer response. Here is a list of essential optimizations you should make for your GMB profile:
Q & A’s
GMB allows you to populate your GMB listing with Q & A’s regarding your business. It’s a good idea to fill out some essential Q & A’s about your business when your page goes live. Think about the most common questions you have heard from customers in the past and add them to your profile. Another tip: customers can also provide answers to questions about your business to review any customer contributions for accuracy.
Adding high-quality, relevant photos to your GMB listing can improve click-through rates by 35%. That means 35% more people will click on your website if they see that you have photos on your GMB listing. The images you add should be relevant to your business and the services you offer. They could be photos of you and your crew, your service vehicles, and on-site work. Make sure the images are high-definition and not blurry.
Add Service Locations
As an HVAC contractor, you more than likely service more than one city or area. You must list these service areas on your GMB page. There’s a simple tutorial on recording multiple service areas on your HVAC Google My Business profile here. Just make sure that you list all of the places you service to show up on more local intent searches.
NAP stands for name, address, and phone number. Google doesn’t like inconstant NAP information and will omit listings for the same business if their NAP info differs from one site to another. It may seem mundane, but it’s a mistake that a lot of people make. You have to make sure that your business name, phone number, and address are listed and spelled the same way across all platforms. That means your official website, your GMB account, and any review websites you may be listed on (and you should be listed on all of them, by the way).
Being thorough with service listing will also help you appear in more searches. Make sure that you fill add every HVAC service you offer on your GMB page. Don’t forget to update your service list if you have recently added new services to your repertoire.