Content marketing is the strategic creation, publication, and distribution of digital content throughout the world wide web. Google values content when ranking websites and that’s why properly marketing it is so important. HVAC companies that aim to rank on the top of Google search results should prioritize content marketing as one of their primary techniques. When rightly executed, content marketing for HVAC contractors can translate directly to lead generation and eventually sales conversions.
Creating Great Content for HVAC Websites
The first step in the content marketing process is creation. To create quality content, you need quality writers, videographers, and photo editors who have knowledge of the heating & cooling industry. Many website managers resort to a tactic known as content scraping where they’ll steal portions of text or images from another website and publish it as their own. This is plagiarism by definition, but it is also counterproductive for the purposes of SEO. Although hiring a writer will cost money, it is the most fiscally responsible decision in both the short and long term. Content is the fuel for SEO. Here are the characteristics of quality content, as described by Google:
Some of these characteristics are ambiguous, and it is largely the behavior of the user that truly defines them. Metrics are produced based on how a user interacts with a web page and website, all of which are measured and considered by Google when evaluating content and subsequently; determining rankings. Engaging content is that that keeps the user’s attention. Similarly, valuable content is material that meets the users need based on how the respond to it. As for uniqueness, that measurement is based more on comparison to other websites and pages. If your content is original and not published elsewhere, it is considered unique.
Publishing Heating & Cooling Content
To effectively publish content on a primary website, HVAC contractors will require a content management system (CMS). A CMS is a web-based software that allows the webmaster to seamlessly publish, edit, and manipulate content. The most infamous CMS on the market is WordPress, and it is once we vouch for here at HVAC Webmasters. In fact, we utilize WordPress in each of our clients content marketing strategies as well as their website design. WordPress makes publishing content simple, whether as a page, or in the form of a blog post. Elements of content publication include:
Other CMS’s exist, like Drupal & Joomla, but none are as globally popular as WordPress. One of the key features within WordPress is the internal blogging structure. When a blog post is published through WordPress, it is hosted directly on the top level domain. Without getting too technical, a top level domain refers to your main website. Because the post is published on your main site, Google indexes it accordingly. It’s a great way to drive users to your website through blog posts, without a need for any kind of “middlemen.” There’s little to dislike about WordPress.
Distributing HVAC Content
Although your website is an important place for content (including your internal blog), it is not the only channel through which content should be distributed. In 2019 especially, Google looks for content on a wide array of sources. With the ongoing popularity of social platforms like Facebook, Instagram, Twitter, YouTube, & LinkedIn, there’s plenty of opportunities to distribute content. That’s before even mentioning Google My Business posts and other business directory profiles. The more places you can syndicate content, the more authoritative your HVAC company can become. And remember, content is more than just text. Consider YouTube for video content and Instagram for both image & video. For content marketing in general, focus on these distribution channels:
- Blog Posts
- Google My Business
- Social Media
Another option for marketing your HVAC content is through guest posting. Guest posts are blog posts written to be published on domains other than your own. For example, if you know of a plumber that needs a post written about furnace problems during winter, you can pitch them an idea, write them a post, and have them publish in on your blog. Not only does this help spread your brand name organically, but it also provides a valuable inbound link from one authoritative site (the local plumber) to your another (you — the local HVAC contractor). Google only likes to see guest posts that make sense, much like the example we outlined. Posting on a blog that deals with nutrition would likely be ignored by Google, since it’s irrelevant to your services.
- Blogging Does your HVAC company website have a regularly updated blog? Invest in blogging from HVAC Webmasters. We utilize WordPress internal blogging to keep fresh content circulating on your main site.
- Brand Development Your HVAC company is more than a logo and a license, it is a brand. That brand must be developed in the digital marketplace. We help develop your HVAC company brand to promote business growth and generate leads.
- Content Proofreading We’ve all seen websites that appear to be written by a 3rd grader. Make sure your HVAC site is not among them with content proofreading. Our editors ensure content is not only grammatically correct but also properly formatted and free from duplication.
- Content Quality Content is about more than volume, it is about quality. Invest in content quality services from HVAC Webmasters. Our content team crafts unique and engaging content that encourages users to complete a call to action.
- Duplicate Content Check Is your website full of content scraped from old domains? Hire HVAC Webmasters for a duplicate content check. We use software to ensure your content is not identical to anything else on the web!
- Online Photo Optimization Content is more than just text. HVAC contractors can’t overlook the optimization of online photos. We ensure files are renamed with relevant titles and equipped with alt text for best SEO practices!
Content Marketing Services
HVAC Webmasters is a full service digital marketing company for HVAC companies. We provide content marketing as part of our SEO services. With a staff of 15 diversely skilled professionals, we are equipped to handle all of your content marketing needs. Most of our staff is content creators, and each of them is well versed in writing for the heating & cooling industry. One of our foremost advantages over marketing competitors is our specificity regarding the HVAC industry. Other content teams might produce generic content that does not pinpoint the nuances of your services. We are happy to provide samples of our content upon request.
As an extension of our regular SEO services, we also offer multimedia production. This is an add-on service that costs extra, but can boost your company to the next level in 2019. In the evolution of Google, content has advanced from primarily text-based, to a more visual presentation. Text is still very important to SEO, but it is enhanced significantly when surrounded by images, video, and even audio. We produce video and podcast content on behalf of our clients for an extra charge. Feel free to ask about this extension when you call for your free SEO consultation.