Category Archives: Local SEO

The Essential Local SEO Guide for HVAC Contractors

Local SEO for HVAC (Guide Cover)

What is Local SEO?

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

Local SEO

Why HVAC Companies Need Local SEO

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

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

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

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

HVAC Local SEO Results

Local SEO Ranking Factors for HVAC

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

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

Google My Business

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

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

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

Google Reviews

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

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

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

NAP Citations

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

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

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

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

Local SEO Content

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

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

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

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

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

Domain Authority

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

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

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

User Experience

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

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

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

Local Keyword Optimization

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

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

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

The 2021 Google Maps Guide for HVAC Contractors

Google Maps for HVAC (Guide Cover)

What is Google Maps for HVAC Companies?

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

HVAC Google Maps Screenshot

Why HVAC Companies Need Google Maps

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

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

Google Maps Ranking Factors

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

Proximity

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

Relevance

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

Prominence

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

Google Maps Optimization for HVAC Businesses

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

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

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

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

Local HVAC Listings on Google Maps

Google My Business

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

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

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

NAP Citations

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

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

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

Website URL

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

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

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

Business Address

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

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

Google Reviews

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

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

Google Posts

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

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

Ranking Outside Your Main Service Area

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

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

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

https://www.youtube.com/watch?v=PNc5uzoI1QY

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.

The Ultimate HVAC Google Business Profile Guide

HVAC Google My Business

Update: Google My Business is now Google Business Profile

What is Google Business Profile for HVAC?

Google Business Profile 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 GBP listing showcases your company’s business name, phone number, hours of operation, and other promotional content.

Why Small Businesses Utilize Google Business Profile

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 Business Profile. 

Just as the name implies, Google Business Profile 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 Business Profile.

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 Business Profile can gain you more customers, increase brand awareness, and how you can utilize it for maximum effect.

Picture of HVAC GMB

Why HVAC Contractors Need a Google Business Profile

Some of you may be asking why you need a Google Business Profile (GBP) 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 GBP are:

Local 3-Pack

The local three-pack shows up at the top of 93% of local Google searches. Without a GBP 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. 

Reputation Management

Since so many people start their research into local businesses with a Google search, GBP usually accounts for people’s first interaction with business reviews. GBP 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.

Key Insights

When you have your GPB 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 Business Profile is free. An GPB listing will cost you nothing to set up or maintain. 

And if that all wasn’t enough, Google Business Profile is free. A GBP listing will cost you nothing to set up or maintain. 

https://youtu.be/mnNNC42wlAM

Setting up your GBP Profile

Setting up your Google 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 GBP, 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 Business Profile. 

Address Listing

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 GBP 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 GBP page. 

Adding Multiple Locations

If you have more than one office serving different areas, you can manage all of them from a central GBP account. Head to the “Location Groups” tab once signed into your GBP 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.

Business Claims

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. 

Google My Business Logo

Getting the Most from GBP

Now that you have your HVAC Google Business Profile 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 GBP profile:

Q & A’s

GBP allows you to populate your GBP 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. 

Add Photos

Adding high-quality, relevant photos to your GBP 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 GBP 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 GBP page. There’s a simple tutorial on recording multiple service areas on your Google Business Profile here. Just make sure that you list all of the places you service to show up on more local intent searches. 

Consistent NAP

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 GBP account, and any review websites you may be listed on (and you should be listed on all of them, by the way). 

Service Listing

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 GBP page. Don’t forget to update your service list if you have recently added new services to your repertoire. 

14 Cool HVAC Marketing Ideas for 2021

HVAC Marketing is essential to growing your HVACR business in 2021. But which methods produce the highest ROI? Additionally, which techniques can companies implement in-house, and which should they outsource to 3rd party specialists? These are questions that every heating and cooling contractor should ask themselves in the new year, and questions HVAC SEO Webmasters can answer. Be sure to bookmark this list of 14 cool HVAC marketing ideas for 2021.

HVAC Webmasters Marketing Promo

Digital Marketing

In 2021, most HVAC marketing is digital. From local websites to business listing submissions, the majority of leads originate from online sources. HVAC companies can take steps to enhance their online presence with various digital marketing strategies. Each technique produces ROI in the right circumstances, but contractors should stay aware of pitfalls associated with specific online marketing ventures. Let’s take a look at some of the top digital marketing techniques for HVACR companies in 2021:

1) Search Engine Optimization

One of the most popular digital marketing techniques is HVAC SEO, otherwise known as search engine optimization. The strategy consists of refining web content, URLs, links, and user experience to rank more effectively on Google, which naturally drives more traffic and business to your company. SEO is a massive industry, and most local companies now invest in some form of SEO. There is a right way and wrong way to execute search optimization, and HVAC contractors should invest in the right services to help them achieve their goals in 2021.

SEO Statistics

2) Pay Per Click Advertising

Advertising is a form of marketing, and PPC is the most popular digital advertising method. Most novice HVAC companies gravitate towards pay-per-click ads because they produce quick results without much effort. While short-term lead generation is appealing, a long-term PPC investment can yield negative ROI without careful planning. In most cases, PPC works best as part of a larger digital marketing strategy that includes SEO, reputation management, and remarketing or pixel tracking.

HVAC Advertising Through PPC

3) Social Media Advertising

In addition to paying for Google ad clicks, contractors can invest in Facebook Ads, YouTube Ads, and even NextDoor Ads. Every social platform has an advertising platform for local businesses. For HVAC companies, in particular, Facebook Ads have grown in popularity as of 2021. With Facebook advertising, companies can target consumers with discounts, offers, and seasonal specials. HVACR professionals can even invest in lead-gen ads that capture the user’s contact information on the spot.

Adult Social Media Users in the U.S.

4) Reputation Management

For local contractors, reputation management is critical to converting traffic. Search engines also favor companies with strong reputations and often rank them higher on Google Maps. Generating more reviews is a prominent component of reputation, but managing your online perception goes beyond testimonials. Managing your HVAC company’s reputation includes Google My Business optimization, NAP citation building, and ensuring positive search results for your brand name. 

Review Management Tool on an HVAC Website

5) Remarketing / Pixel Tracking

As traditional marketers know, consumers rarely buy a service or product at first glance. The levers required to boost conversions often occur gradually after repeated exposure to a brand. In digital marketing, remarketing or pixel tracking helps companies achieve these goals. Users visit your website and their browser stores cookies that tag them to see your ads as they browse the internet. Your target customers spend a lot of time on Facebook and other social media platforms, targeting them after leaving your website.

Retargeting Ad Process Chart

Traditional Marketing

While digital marketing ascends to the mainstream, aspects of traditional marketing remain effective. Although investments like print advertising, radio spots, and television commercials no longer hold the same prestige, they still have a place in modern marketing. These methods can provide substantial value for HVAC companies across the United States when used along with digital strategies. Check out some of the top traditional marketing methods:

6) Business Cards

In 2021, business cards remain relevant to HVAC companies. Part of the business card’s intrigue is their ability to take your customers online. Every modern business card should list a company website and various social media handles, along with the legal name, address, and phone number. For older customers, business cards can often serve as the transition from traditional to digital marketing. For example, a client may read your card and then navigate your website URL and leave a review.

HVAC Business Card

7) Billboards

Research shows that billboards continue to produce substantial ROI in 2021. As a form of out-of-the-home advertising, billboards place your HVAC brand front and center for potential customers. Like other forms of advertising, billboards work best in unison with different marketing techniques, both online and in-person. The downside of billboards is the cost. After all, placing your company on a highway or main road is not ever going to be cheap.

HVAC Billboard Opportunity

8) Print Advertising

Newspapers and magazines have grown virtually obsolete in the past decade, and investing in advertising on these platforms might seem like a waste. However, those that continue to read newspapers trust them more than ever. Research indicates that 82% of people trust print ads. If you can target local newspapers with HVACR advertisements, the ROI could prove surprisingly favorable in 2021.

HVAC Print Magazine

9) Radio Ads

While music streaming services seem to have taken the radio’s place, a surprising amount of consumers still listen to the radio. A study shows that the average American still consumes 13+ hours of radio per week. Some of the most reliable clients have not entirely transitioned online for HVAC contractors and may need a bit of coaxing to start connecting digitally. Tracking radio ROI is simple and one of the reasons companies still invest in advertising in 2021.

10) TV Commercials

Let’s be clear; YouTube is now the top platform for video consumption across the world. Back in 2018, digital ad spend officially overtook television ad spend. However, in the same year, television ad sales increased by 5%. The trend indicates that as the competition diminishes, the ROI increases. HVAC contractors looking to make a name in their local community may still be able to benefit from a television spot in 2021.

HVAC Marketing Essentials for 2021

Most companies aren’t going to invest in every single marketing venture. So which concepts should HVAC contractors prioritize in 2021? Digital marketing is undoubtedly the foundation for any local business and makes up most of HVAC Webmasters’ recommended pursuits. It’s helpful to pay attention to the latest marketing trends for HVAC companies:

11) Custom Website

Your website will serve as the central hub of your HVAC marketing strategy in 2021. Whether you invest in SEO, PPC, business cards, or print advertising, a branded, custom website is critical. In 2021, most consumers associate professionalism and brand recall with your company website. That’s why skimping on your design and user experience can have dire consequences. The best course of action is to invest in high-quality HVAC website design.

Metro Air and Heat Website

12) Google My Business Listing

If you do nothing else for your business online, make sure you claim your Google My Business listing. A GMB listing is cost-free and can allow your business to rank on Google’s Local Map 3-Pack. Ensure you optimize your listing for accuracy with the proper name, address, and phone number. You can further enhance your listing by generating reviews and uploading high-quality images of your staff, trucks, and equipment. 

Picture of HVAC GMB

13) Reputation Management Software

We cannot stress enough how important reputation is to HVACR companies in 2021. But managing your reputation manually is both time-consuming and challenging. The best course of action is to invest in software like DataPins, which sends automated review requests to your clients. DataPins also features job-site check-ins to help showcase your work across various service areas. Best of all, the software uses reviews and map pins to boost your local rankings without any effort from you as the contractor.

DataPins Square Logo

14) Service Pages

One-page websites might help your brand, but they limit your SEO reach. Investing in service pages is the best way to achieve sustainable business growth in 2021. SEO works best with specific service pages like AC Repair or Furnace Repair. When users search for a particular job, they find your business on Google Search and Google Maps. In conjunction with an enhanced reputation, local service pages can grow your HVAC company faster than any other marketing technique.

A Commercial Service Page

Ranking In The Local 3-Pack For HVAC Contractors

Google search engine results pages, often referred to as SERPs, are the prime real estate of the digital marketing industry. Companies from all over the world, of all sizes and disciplines, compete to rank prominently for competitive keywords. Most HVAC contractors understand how valuable SERP visibility is to their business, so they invest in services like local SEO and PPC. 

As Google has evolved, new avenues of search visibility have manifested. While organic results and PPC ads were once the only vehicles to appear on SERPs, there are several new and innovative additions. One of those is the local 3-pack, a location-dependent block of search results aimed to match local searchers with companies near them.

What is The Local 3-Pack?

The Local 3-Pack is a group of 3 Google My Business listings that appear on the top of SERPs for location-based queries. So, for example, when a user searches for ac repair near me, they will see a Local 3-Pack featuring the top HVAC companies in their proximity. 

Ac Repair Local 3-Pack Screenshot

Less Is More In Local SEO

What is now known as the local 3-pack was once a 7-pack. The reason behind the reduction stems from Google’s renewed emphasis on the mobile experience. Since most local searchers, and searchers in general, are performing search queries via smartphones, or other mobile devices, the limited screen size makes less information more prominent and more valuable. For example, a smartphone user’s viewport can more effectively display three local companies than it can 7. Things to consider for mobile experience include:

  • Display: How much can be shown within the screen dimensions?
  • Location: Where are users searching?
  • Navigation: How easily can users navigate the page?
A Local Map Pack Shows the Value of Regular SEO Updates

How To Appear On The Local 3-Pack

While there’s no way to guarantee a spot on the local 3-pack, there are steps that can certainly aid your efforts in securing one of those coveted placements. Practicing good local SEO, in general, is conducive to appearing on local results, and subsequently, the local 3-pack. We noted above how mobile experience drives local SEO and what is expected of it. Catering your website to mobile users is one way of signaling to Google that your website is worthy of a prominent local ranking. Other ways to improve local SEO include:

  • Google My Business: Claim and optimize your listing on Google My Business
  • NAP Consistency: Ensuring consistent name, address, and phone number info on directories
  • Responsive Design: Creating a mobile-first website that responds based on device
https://www.youtube.com/watch?v=FquBpYB3Iek

Local 3-Pack Ranking Factors

Google uses three ranking factors for the local 3-pack, including proximity, relevance, and prominence. HVAC companies can’t influence proximity unless they move their address to a different location. However, some companies will impact their business for SEO purposes since establishing a map pin in a high population area can help generate traffic.

HVAC contractors can influence relevance by writing content on their main website and attaching the website URL to their GMB listing. You can also impact relevance with your business name. For example, if your business name features your primary city, it will help you rank on the map pack. 

As for prominence, HVAC companies can also impact this metric online. The best way to gain reputation is to generate as many reviews as possible on your Google My Business listing. Consider utilizing an app like DataPins to automate review requests. Strengthening your website can also impact your listing’s prominence in 2021.

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