What does the online marketing landscape look like as we advance towards 2020? What sort of HVAC SEO strategies can your company use to climb the ranks even higher this year? Nolen and Jason of HVAC Webmasters discuss some helpful tips to increase local search visibility and earn more leads. So if you’ve struggled to make page 1 rankings in Google Search, be sure to listen in.
Helpful Points for HVAC Companies:
- Original content is still essential, but it’s a baseline now.
- Collecting reviews is more vital than ever.
- Make sure your Google My Business account remains active.
A New Baseline for Marketing
Original content is a concept businesses live and die by and a practice that’s become the norm for those looking to perform well in local search. While everyone can and should pursue original content that provides real value for consumers in their target market, it is more of a requirement than a bonus.
In other words, quality content is the new baseline.
To win front page rankings and develop a consistent pool of website traffic, roofing contractors have to go above and beyond that baseline. Thankfully, there are plenty of tools at your disposal to rise above the competition and let your brand stand out. Some of them are free tools from Google, while others may require a little investment from your company.
Google My Business Activity
It’s one of the most accessible resources, yet many businesses fail to claim their free Google My Business (GMB) account. If you haven’t claimed your business listing, you’re liking missing out on hundreds of potential customer impressions. Fill out as many boxes as possible, as Google will be more likely to present your business during a local consumer search.
GMB accounts come with several fun tools to showcase your company. The portal allows businesses to upload original company photos, videos, and infographics. You can also create updates and promotions that show up whenever someone searches for your company name. So it takes only a few minutes to upload a photo, write some catchy insights about standard heating and cooling challenges, then send out the post for viewing in local search!
Be sure to post regularly, as GMB posts disappear a week after crafting them. You can view historic Google posts from your archives, but Google only shows recent releases in search engine results pages (SERPs).
You can upload images to serve as your company cover and exterior office shots. Just be careful that the photos you post represent your company well. Unfortunately, there’s currently no way to ensure that your favorite photos are the ones showing up in local SERPs.
Review Management and Collection
Apart from your company website and content optimization strategy, nothing impacts local search like customer reviews. As such, all great SEO strategies work to incorporate a steady influx of client feedback. For example, Google used to favor reviews from its own portal (Google Reviews), but now it prefers them from various sources.
You’ll notice that many top industry performers work hard to gather reviews from their customers consistently. As a result, you’ll find these companies standing out in local service packs, earning premium leads for some of the most popular services. As you can see, even a little effort goes a long way when it comes to reviews.
Where should you ask for reviews?
- Google Reviews
- Better Business Bureau
- Angie’s List
- Your Website
Of course, the easiest way to collect client feedback is to ask for it. Then, send your customers (especially the happy ones) a short invitation via text or email. It doesn’t have to be complicated; provide the link(s), so they can do it quickly.
Showcasing Reviews on Your Website
For the most significant impact, incorporate those reviews into the company website. You’ll likely need a professional to do this for you, but watch out! Most HVAC SEO companies aren’t very good at infusing these reviews into the site effectively. Our team at HVAC Webmasters took years to develop our tool (DataPins) to do so, but the impact on our clients’ local search results is nothing short of incredible.
Team Up With HVAC Webmasters.
If your business sometimes struggles to earn that oh-so-important front-page listing, our team would love to talk with you! At HVAC Webmasters, we enable HVAC companies around the country to achieve higher ranks, better traffic, and outstanding leads.