Buyer Intent is Critical
Before we list the top keywords for HVAC contractors, it’s important to note the logic behind researching and selecting targeted keywords. The first and most important element to the strategy involves a concept known as buyer intent. It might seem like some kind of coded language, but it actually means exactly what you think it might. If the searcher intends to buy a service or product when using Google, the terms they search for have buyer intent. Since those searchers are the only ones who will become customers for your HVAC company, they are the only ones worth targeting with your SEO strategy.
Identifying buyer intent keywords is critical, but implementing them completes the process and earns your business a sale. Some contractors mistakenly believe that the presence of the term within web content is enough in of itself to prompt visibility on search results for the corresponding word. This is false. To show up, your keyword must be present not only in the body content, but in the metadata and coding of the site. HVAC Webmasters discusses the process in greater detail when you call (800) 353-3409.
Heating & Cooling Keywords, As Promised
When HVAC contractors think about search engine optimization (SEO), they often picture keywords. Although keywords are not the end all be all of SEO that they once were, they still hold a valuable place in on page optimization. Whether these phrases and terms are placed within title tags, header tags, meta descriptions, or body content, they should be integrated within the context of the page, and place a premium on user experience. As for the industry keywords HVAC contractors should target, take a look at the top 15 below, descending by search volume:
- air conditioning repair 18,100
- ac repair 14,800
- furnace repair 12,100
- ductless heating and cooling 9,900
- heating and cooling services 8,100
- air conditioning service 8,100
- air conditioner near me 8,100
- ac not turning on 4,400
- hvac repair 4,400
- family heating and cooling 3,600
- air conditioner service 3,600
- heating repair 2,900
- ac service 2,900
- air conditioner not cooling 2,400
- air condition repair 2,400
One thing to remember is that search volume is not the only consideration when determining the top 100 HVAC keywords. Terms and phrases that have “buyer intent” are placed at a premium because they generate the most relevant traffic, much of which can be converted into paying customers. Research based keywords like “how to fix an air conditioner” will have a high search volume but will fail to generate leads because the users are simply looking for information. Another consideration is location, and attaching local keywords to industry keywords can create long-tail keywords that net valuable traffic.
How Valuable Are The Top 100 HVAC Keywords?
Keyword research is one element of SEO, but should not come at the expense of its others. Many HVAC contractors mistakenly believe that keywords are the only consideration when optimizing a page, and it couldn’t be further from the truth. Keywords can actually become a detriment when they are “stuffed” within content, hindering the readers experience, and signaling to Google that your content is low-quality. The key is striking a balance between keyword placement and readability. It’s best to use keywords naturally within the flow of the content. Here are the next 10 keywords, once again descending by search volume.
- ac not cooling 2,400
- fix central 1,900
- ac not blowing cold air 1,900
- ac repair near me 1,900
- air conditioner not working 1,600
- ac installation 1,600
- hvac repair near me 1,300
- home ac units 1,300
- heating and cooling repair 1,300
- heating and air conditioning repair 1,300
You’ll note that the keywords above once again contain “buyer intent” also sometimes referred to as “commercial intent”. On repair-based keywords, in particular, it’s important for HVAC websites to differentiate themselves from autoshop repair. One way to accomplish this is through structured data markup. Through microdata tags, websites can communicate their specific services to search engines which will then appropriately index them on search results. This attracts relevant traffic which drives business while simultaneously enhancing SEO.
Keyword Context for HVAC Companies
Back in 2013, Google started tailoring search results to better fit the context of the user’s search query. Intent is now a primary consideration when Google presents results to its users. Before the algorithm changes, the presence of keywords alone would have websites ranking in the top 5. Because that system was so easy to manipulate, Google decided to improve its algorithm with the objective of enhancing user experience. With this in mind, HVAC websites should consider the following aspects of keyword context:
- What kinds of questions will prospective customers be asking?
- What problem are they trying to solve?
- What actions will they potentially take?
- How would they go about inquiring about HVAC services?
By targeting user intent you can more effectively meet the needs of your consumers, and as a result, increase business for your company. Keywords only matter within their intended context. For example, attracting a bunch of people looking for car AC repair will leave them disappointed when they come across your website. They will subsequently exit your site, increasing its bounce rate and signaling to Google that you don’t deserve a high ranking. Instead, you should focus your attention on attracting the right kinds of users who will enhance your SEO and drive your business.