If you have spent any time online, you have probably heard the phrase “content is king”. While a bit cliche and very overused, the phrase still rings true. In fact, website content is one of the top ranking factors for Google and other search engines. The key to website content is its quality. Having 1200 word pages filled with grammatical errors, stuffed keywords, and poor formatting will destroy the marketability of your HVAC business. Google presents their quality guidelines to ensure informative, quality content for its users. The guidelines affect your SERP rankings as well as your Google Homepage:
- Create Content for Users, Not Search Engines
- Don’t Deceive Users
- Refrain from Black Hat SEO
- Make Content Unique, Informative, and Engaging
SEO is not about tricking search engines, but instead, creating a positive user experience. The only reason tactics like keyword stuffing, and link scheming used to work, is because Google’s algorithm wasn’t advanced enough to prevent it. That is no longer the case. Google algorithms have become so intelligent, that any type of manipulative behavior will be flagged and penalized by the search engine. In 2020, your HVAC SEO should be focused on user experience and quality content is a great place to start. For HVAC content quality services, call us at (800) 353-3409.
What Constitutes Low-Quality HVAC Content?
Google’s quality guidelines tell us more about what NOT to do than what TO do. This can make it difficult for some companies to craft quality content on their own. At HVAC Webmasters, we use years of experience paired with comprehensive research to create high-quality content that yields an optimal user experience. By refraining from actions that produce low-quality content, the end result is positive. Some of the most egregious errors one can make regarding content include:
- Affiliate Marketing: A scheme which promotes products surrounded by keyword-stuffed and low-quality content
- Doorway Pages: Creating a page of content as a doorway to an irrelevant website
- Keyword Stuffing: Placing keywords aimlessly throughout content without regard for readability
- Scraped Content: Stealing content from other websites and publishing as your own
In order to produce effective content for online use, the HVAC Webmasters team uses multiple research and analytics tactics to identify keywords, user intent, and online competition. By using this information we are able to create informative, fresh content that grabs the user’s attention and provides the information and opportunity that each user is looking for. Creating engaging, well-planned content enhances the user experience, leading to lower bounce rates and more conversions.
Creating Valuable HVAC Content
In 2020 Google expects that most websites have moved beyond obsolete black hat SEO tactics that no longer have a positive effect on rankings. If your current marketing company engages in any such behaviors, it would be best to move on from them ASAP. At HVAC Webmasters we place the focus back on content quality and work to create a website that’s appealing, engaging, and effective.
By partnering with HVAC Webmasters, you ensure that content will always be crafted for the user. You will also reap the rewards of a company that continuously evaluates new trends in the marketing industry. We are constantly testing marketing strategies so that we can continually improve your marketing campaign throughout the duration of our working relationship. To discuss HVAC content quality and why it is imperative to your HVAC company’s online marketing success, give us a call at (800) 353-3409.