Tag Archives: SEO

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Does Your HVAC Website Convert Enough Customers? (Podcast)

Heating & cooling contractors often wonder why their HVAC website doesn’t bring in enough leads. Most of the time, it is the result of low click volume, a product of poor web design, codebase, and search engine optimization. But what about advertising? For contractors running PPC campaigns, the low click volume could originate from a poorly managed advertising strategy on Google, Facebook, or elsewhere. Despite these everyday occurrences, there are instances when traffic comes in, but leads don’t. In cases like this, the problem is with conversion rate optimization. If your website is frequently visited but is not converting those visitors into leads, here are some of the reasons websites don’t convert:

Call To Action

Every high conversion website has a clear and convincing call to action. Unfortunately, there are too many websites that don’t have their basic information listed on the header and footer of their homepage. Every visitor should know who you are, where you are, and what you do. Those three things are non-negotiable. It is not enough, however, to list a phone number. A readable text size must appear so that users can easily see it. You want the phone number to read clearly for the prospective customer. You also want the phone number to be clickable on mobile devices by integrating click-to-call functionality. This way, mobile users can become leads with a simple click making it more convenient to generate new clients online.

HVAC CTA Example Screenshot

Personalization

An underrated factor in website conversion rates is personalization. What do we mean by that? Have you ever been to an HVAC website that has stock photos or low-quality photos? These kinds of images may currently be on your website. What you may not have considered is how a lack of personalization can impact conversions. Visitors who see personable contractors are more likely to call than those who see stock photos or images of angry-looking HVAC employees. This concept is more rooted in traditional marketing than digital marketing but the two merge in this instance. Consumers who have a level of comfort with the business will be more likely to engage with them, which manifests itself in the form of online leads for HVAC.

Personolization Example Screenshot

Site Speed Optimization

Visitors who bounce off your page immediately will not convert. One of the most typical reasons for an incredibly high bounce rate is site speed. When sites fail to load within 3 seconds, most visitors will bounce—visitors who access the site through mobile accounts for more than half of all users. Speeding up your website can help conversions but achieving higher speeds takes some technical sensibilities. For one, your site can’t have too many large files on it, including images that may slow downloading speed. Furthermore, your HVAC site must have a clean codebase which means no obtrusive JavaScript or excess WordPress plugins from 3rd parties. Clean designs tend to load fast, increasing conversions.

Google Page Speed Insights Screenshot

How SEO & Website Conversions are Related

We mentioned earlier in this post that most failing websites don’t have a conversion problem as much as an SEO problem. But the reality is that these two things are inherently connected. Google ranks websites, at least partially, based on how users behave on them. You cannot convert visitors you don’t have. Conversely, higher conversions often lead to higher rankings because the same principles that foster conversions also send positive signals to Google. HVAC Webmasters provides digital marketing services for contractors across the United States. We optimize sites for search ranking and conversions while implementing your company photos and offering three logo revisions (if necessary) to improve presentation.

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Buying Leads Can Be a Pitfall for HVAC Companies (Podcast)

Buying a lead is not the worst idea for an HVAC contractor. After all, leads drive your business. Unfortunately, in our experience, when HVAC contractors do buy leads, the leads are expensive, and the contractor is unhappy. But the issue with purchasing HVAC leads expands even further beyond the negativity surrounding them. Buying leads can be a pitfall for your company and might discourage you from investing in marketing resources that increase your brand visibility and generate sales sustainably.

Finding a Lead Source for HVAC Companies

If you are a heating & cooling contractor, who struggles to find a solid lead source, you aren’t alone. Although buying leads as a concept is not foolish since every business’s goal is to profit, the practice presents challenges. Low-quality distributors who offer “shared” leads rather than exclusives are the most common problem. But even with so-called exclusive prospects, HVAC companies are climbing uphill to secure the sale.

Getting More Leads

Despite well-documented disgust with lead sources many contractors continue to buy them. Why? Because at the end of the day they still want more leads. Securing a sale brings money to their business and becomes a cyclical process. The profit is just enough to seem like it’s worth it for the heating & cooling business. Getting more leads can be a challenge especially with sources offering shared leads. Worse yet, it often distracts contractors from other forms of marketing, like SEO, that will actually end up producing more sales over the long run.

Investing in Your HVAC Company

When you purchase a lead from a 3rd party platform, their brand benefits most. Next time the customer needs HVAC services, they will probably go back to the source instead of your HVAC company. Your goal should shift towards investing in your brand and growing the allegiance of consumers. This way, you will generate sustainable business for your company and not shell out hard-earned funds to 3rd parties.

Custom Websites

The first thing you’ll need is a custom website with schema markup. A website can be the central hub of your HVAC company and create a foundation for sales. Unfortunately, today, most websites use templates, either from a WordPress theme market or from DIY website builders like Wix, Weebly, and Squarespace. While they have their advantages, of course, they don’t have the type of long-term potential that custom sites do. As a result, they limit ROI in terms of organic optimization and the long-term control of your brand, which we want to avoid.

Google My Business

Nobody will take your company seriously without a Google My Business listing. You might ask how GMB is different from a 3rd party lead platform. First, you are not investing money. Google My Business listings are free and allow you to rank in the Local Map 3-Pack. Second, you can link your website URL to your GMB listing so that your web property becomes associated with the Google listing as well as the Google Reviews. All of this is free of charge for companies.

Search Engine Optimization

The best leads come from organic clicks on Google. For example, ranking for terms like “ac repair” and similar phrases can drive searchers to your website or Google My Business Listing. In either case, with websites optimized for conversions, you can earn most of your profit organically. SEO is the best long-term strategy for online marketing since it is an investment in yourself and becomes a sustainable profit generator for years and decades to come. 

A Full-Scale Approach

A single strategy may not always work out, but the combination of several techniques helps HVAC companies earn sales online. Investing your marketing dollars in leads only or ads only discourages long-term growth. You can still buy HVAC leads, but only if you optimize your brand at the same time. Using SEO, you can reap the long-term rewards of a complete and robust web presence. Try partnering with a full digital marketing agency like HVAC Webmasters, the top-rated agency in 2021.

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How You See HVAC SEO vs. How Google Sees It (Podcast)

Sometimes, contractors have a false perception of a quality website. What you see as a website that looks good to your eyes might not even rank in the top 20 for its target keyword. The best websites can be easily crawled by Google and rank on page one of SERPs for relevant terms. SEO for HVAC contractors is about many factors, and Google considers them all.

Here’s what you’ll learn in today’s podcast episode:

  • Visual Appeal Doesn’t Always Translate to SEO
  • SEO Myths vs. Reality
  • The Primary Function of a Website for HVAC Companies

Visual Appeal Doesn’t Guarantee Rankings on Google

The best-looking HVAC websites don’t consistently rank on page one of Google. Great-looking sites often fail to rank at all. Since many websites neglect SEO, they do not rank for keywords and rely 100% on direct traffic or branded search. In the worst cases, websites might not rank for their brand name after failing to optimize their homepage correctly. While good-looking sites might convert those who visit based on your business card, word of mouth, or a truck wrap, you still lose more customers than you gain by failing to optimize your website. So next time you see a competitor bragging about their websites’ design, ask them how much traffic they get from organic search results.

SEO Myths Vs. Reality

Some HVAC contractors mistakenly believe in SEO myths. For instance, one of our clients asked if they can insert more keywords on their homepage. Since the page already had several cases of the target word, adding more would hurt its ranking and disappoint readers. Antiquated SEO strategies that worked in 2007 no longer work now in 2021. Another myth some companies believe in is the branding myth. While it is crucial to brand your company for Google, it is not as important in a traditional sense. Google wants to see that your company is listed on reputable directories and has a consistent name, address, and phone number. They don’t care about the philosophical brand notions of your logo colors, etc.

The Primary Function of HVAC Websites

As a home service provider, you shouldn’t want to enter your website into an art contest. The function of your site is to generate HVAC leads and grow your company online. Inserting calls-to-action is a great way to achieve your goals, but some companies think it makes their site look bad. Some even believe it hurts their SEO efforts. The reality, however, is that CTAs are essential for online success and don’t hurt SEO when adequately implemented. The pros at HVAC Webmasters handled hundreds of client accounts and used our data to create the top-performing sites on the web. Ask about our web design services and contact us today.

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SEO Doesn’t Work for You Because You Don’t Work SEO (Podcast)

Today’s HVAC Marketing Plan podcast from HVAC Webmasters explores the primary reason why most HVAC companies fail to succeed online. In 2021, almost every contractor has a website, and many even believe they are doing SEO in some capacity. However, if you’re not working on your SEO, your SEO won’t work for you. It’s not enough to put up a website and write up some titles and meta descriptions. Effective SEO requires an investment of either time or money, and sometimes both.

In this podcast episode, you will learn:

  • SEO is ongoing
  • Everyone wants to rank #1
  • Branding is key
  • Organic search provides the best ROI

SEO is Ongoing

SEO is not a noun; it’s a verb. To succeed online, SEO is an ongoing process that requires regular adjustments and refinements. Google consistently updates its algorithm to best suit user needs and to combat spam. For example, Google Places is now Google My Business, and HVAC companies that have failed to optimize their GMB listing have been unable to rank in the Local Map 3-Pack. As a result, these companies get fewer calls, fewer reviews, and less business. Conversely, HVAC websites regularly add content, generate reviews, push their brand, and get the most customers.

Everyone Wants to Rank #1

HVAC companies often complain that a competitor outranks them on Google. The reality is that that company works harder on its online presence than yours does in 2021. They consistently get reviews, add content, and optimize their pages so that more users click through their digital assets. They want to rank #1 even more than you do because they put in the necessary work to achieve their goals. Sure, you’d like to rank #1 on Google, but so would every other company in your region. The defining factor is who puts the most into their SEO efforts.

Branding is Key

In rare cases, a superior website fails to outrank one with a more popular brand. In the SEO landscape, branding is a prominent signal. HVAC companies who have established their brand by doing great work and building a reputation get an advantage online. One way to strengthen your brand is to generate as many reviews as possible. You can use a tool like DataPins to send automated review requests through text and email. As more people review your HVAC company, your brand name becomes more recognizable. Then, as you gain more customers, they begin to search for your company name online, further building authority.

Organic Search Provides The Best ROI

If SEO requires effort and expense, then is it worth the time for HVAC companies? The answer is yes. Even companies that invest significant portions of their budget in SEO generate a higher ROI from organic clicks than any other marketing tactic. For instance, a PPC campaign will cost you quadruple what an SEO campaign will cost and produce lower-quality leads. Traditional advertising methods like billboards and print ads also generate a lower ROI than organic SEO. The bottom line doesn’t lie, and SEO is the best investment for profit.

Sign Up With HVAC Webmasters

Do you like what you’ve heard from this podcast? HVAC Webmasters can help take your SEO to the next level so you can get those rankings you covet from your competitors. Furthermore, you can start closing more sales and building your brand. With consistent SEO, you will outperform competitors in every aspect of their online presence. We are happy to offer a free consultation to discuss your SEO plan for 2021.

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SEO for HVAC Companies: Comprehensive Guide (with Tips)


When I launched HVAC Webmasters – my SEO agency for HVAC Contractors in 2013, I could not have predicted the industry’s current state.

Industry-altering technological advancements (like AI) and algorithmic efficiency (i.e., Google’s Helpful Content Update) have turned search engine optimization upside down.

I’ve always prided myself on staying ahead of the curve, so research, data, and development are the pillars of my agency’s growth and service offerings.


SEO should not be a secret set of strategies hoarded by the industry’s elite, but rather a collaborative journey shared with everyone, especially heating and cooling professionals throughout the United States.

That’s why I am presenting my comprehensive guide to SEO for HVAC companies in 2025 based on 14+ years in the industry.


SEO Guide for HVAC Companies

Nolen’s Key Takeaway

As the founder of the most tenured SEO agency for HVAC companies in the United States, I can confidently say that SEO remains the most effective marketing strategy for heating and cooling professionals.


What is SEO for HVAC Companies?

SEO, or Search Engine Optimization, is currently the best way for HVAC companies to acquire local customers and build company awareness.

Effective SEO ensures your business appears above your competition on platforms like Google, ChatGPT, Bing, and Yahoo.

SEO applies to Google Search, Google Maps, AI Platforms, social media networks, and any digital asset where a consumer can find a company or brand.



How SEO Changed

SEO has changed significantly in the past five years, from consumer behavior to the emergence of artificial intelligence.


Here are the three primary ways that search has evolved:


  • AI: Google’s AI platform, Gemini, and OpenAI’s ChatGPT have fundamentally changed SEO.
  • Algorithm updates: Examples include the Helpful Content and March Core Updates, which have altered the SEO landscape.
  • Search Evaluator Guidelines: EEAT: experience, expertise, authority, and trustworthiness.
  • Search Behavior: Fewer people are following the traditional search query – website click- conversion path, as people are increasingly performing zero-click searches and brand awareness research across multiple platforms.

While the algorithm will still value factors like content quality, link authority, and on-page optimization, the standards for legitimizing your website and its content will rise considerably.

Today, HVAC sites must be well-written, provide a good user experience, and offer unique information to rank on SERPs.

An SEO-friendly website must also include schema markup, precise metadata, images, videos, and media that match the discussed topic.


Pro Tip: Jobsite check-ins help HVAC websites appear in Google’s new AI Overviews



Why SEO Remains Important for HVAC Contractors

When someone in your area needs a service or product, they still use a search engine, such as Google, ChatGPT, or even Reddit.

If a consumer searches for “A/C repair in Dallas, TX,” lists of companies, relevant content, and information will appear in some form.

With AI, that will likely include specific HVAC companies mentioned in the AI-generated response.

With Google Search or Google Maps, you will see a list of businesses with links to their websites or Google Business Profiles.


Applying effective SEO tactics will help your company be among those mentioned or listed. Prominent search visibility leads to more inquiries, appointments, and business awareness for your HVAC company.

Properly implemented SEO can mean the difference between a fruitful customer base and closing the doors for good in today’s digital landscape.



SEO Strategy: The Planning Stage

Your SEO strategy should not be done on the fly or without thought. Effective SEO is well-planned and utilizes research.

While your SEO plan should include well-researched keywords, it’s also essential to understand the limitations of “keywords” in modern SEO.

Most HVAC keywords are long-tail, meaning they won’t register a search volume with these tools.


The goal of keyword selection is to identify words that will attract the most relevant searchers. Using MOZ and SEMrush, identify each word’s search volume, difficulty, and competition level.

Understanding which services are frequently searched for helps you map out your service pages.

From there, you will use software and digital brand signals to rank for long-tail keywords on these pages.


National Keywords

High-volume keywords like HVAC Repair, Air Conditioner Installation, and Heating Services are indexed according to the searchers’ location, so local businesses aren’t competing nationally for these terms.

Identifying these top terms will also help when considering more specific longtail and service-related terms that pinpoint even more relevant searches.

Top keywords like these should be the primary keywords on your service pages to be indexed effectively and help SERP ranking.


Local Keywords

Local queries typically include a location identifier, such as the city name, after the primary keyword.

For instance, if you’re an HVAC company in Wilmington, DE, local homeowners may search for terms like “AC Repair Wilmington” or “Wilmington Central Air Installation.”

Depending on the size of your target city, there may not be a high search volume for keywords that include such location identifiers. However, this doesn’t mean nobody is searching for them.


Pro Tip: Over 90% of all Google searches are for long-tail and low search volume terms.


Service Keywords

Although the primary HVAC services fall under the umbrella of national keywords and often register significant search volume on SEMRush, other lesser-known services may not register such volume.

Still, like with local keywords, these are valuable terms to rank for and will generate clicks and conversions.

Services like walk-in freezer repair and mini-split AC system installation are worthy of dedicated pages even if they don’t register an official search volume.



URL Structure & Page Hierarchy

Once you compile your list of target keywords, you can set up your URL structure and page hierarchy.

Typically, sites have multiple pages that present information from a general to a more specific level. The organization of those pages is called the site or page structure.


Top Level Pages

Most HVAC websites have a top-level Home page, an About Us page, a Contact Us page, and a Reviews page. They may also have a few top-level general service pages, such as “Heating” or “Air Conditioning.”

These pages are typically included on your homepage’s main navigation menu, which makes it easy for search engine crawlers to access and index quickly.


Example: https://yourhvaccompany.com/about-us


Second Level Pages

From there, HVAC sites lead into secondary pages that may include categories for specific HVAC services like “Central A/C Service,” “Furnace Service,” or “Central Heating.”

These URLs are nested underneath a parent category, like Heating or Air Conditioning, and usually link back to that page internally.


Example: https://yourhvaccompany.com/heating/furnace-repair


Third Level Pages

The third level of pages branches into subcategories, which address niche services like “Natural Gas Furnace Repair” and “Ductless A/C System Installation.”

Your third-level pages must have plenty of internal links from the higher-level pages so that search engine crawlers can find them.


Example: https://yourhvaccompany.com/heating/furnace-repair/natural-gas/


Hierarchy Optimization

Your site structure should be straightforward and help Google index your pages for search rankings. The pages should flow nicely into each other and create a natural flow process for reaching them.

You should carefully consider the URL structure and your HVAC site’s page hierarchy. It is critical to map out each URL, followed by Google and searchers.

The URLs should be concise, presenting the exact topic and a clear path to the information.


Images & Videos

Younger homeowners spend their time on predominantly visual platforms like Instagram and TikTok, which increases the importance of visual media within your SEO strategy.

HVAC websites should select original photos and videos during the planning stage to emphasize the content properly and prevent duplicate usage.

In addition to your website and each of its pages, your Google Business Profile Images should also be unique and reflect your business, staff, and services.


Search Engine Optimization: The Implementation Stage

Once you have finished your SEO plan, you should have a clear layout of your site’s page structure along with keywords, images, videos, and URLs.

Even with a perfectly crafted plan, the ultimate success of your SEO strategy depends on implementation.

In this part of the process, you will need the assistance of a website designer, preferably one with experience in the HVAC marketing industry.


Custom Design

While multiple usable templates are available for your HVAC site, a custom website design is always best regarding SEO and searchability.

Templates lack the coding that Google uses to index information and keywords. A customized site design is needed to implement fundamental structure and coding details like schema, headers, and title tags.

Experienced HVAC web designers understand where to place calls to action to drive on-site conversions.


Contact Information

A lack of easy-to-access contact information is among the most significant contributors to low conversion rates.

Your HVAC site should have listed contact information on every site page, including a location address and map, phone number, and email address.

Your company’s phone number should also appear throughout the content for maximum usability.


Call To Action

Any marketer worth their salt will tell you that a call to action is crucial.

Your page’s call to action leads, instructs, and inspires your site’s visitors to complete the desired action, whether to schedule an appointment or call for more information.

Your calls to action should be easy to find and conveniently located within the page to maximize usability and task completion, sometimes called goal completion.


Website Personalization

Your company website reflects the business itself. Your design should represent your HVAC company’s personality.

If your HVAC business focuses on commercial service, you want a professionally presented site with structure and uniformity.

However, if your company has a laid-back approach, you may want to use a broader color scheme or more vibrant design elements.



Badges, Accolades, and Testimonials

You work to get certifications and certificates that set you apart from your competition.

Ensure that your site visitors know how skilled you are by displaying badges and accolades prominently with links back to the original site.

Social proof communicates your abilities to prospective customers and provides outward-facing opportunities to reputable sites within your industry.


Google’s emphasis on E-E-A-T directly ties visual proof to SEO performance and ranking potential.

Testimonials also help promote your company by providing positive, real-life experiences to your visitors and potential customers.

You can display testimonials on your HVAC website and your Google Homepage to encourage searchers to choose your company.


HVAC EEAT Badges

Multimedia Content

In today’s online landscape, multimedia content, including videos, social media embeds, PDFs, or other interactive options, is the best way to hold user attention.

Along with providing backlinks and sharing options that boost online trust and reputability, these additions create a better user experience, leading to lower bounce rates and higher conversion rates.

Multimedia content is also perfect for sharing on secondary platforms like YouTube or social media, providing backlinks and distribution opportunities.


Pro Tip: Upload a company video to YouTube, embed it on your website, and share it on Facebook.


Mobile Optimization

Google fully rolled out mobile-first indexing in July of 2024, making all HVAC websites dependent on the quality of their mobile design.

HVAC websites that utilized Responsive Web Design (RWD) benefited most from this transition as their site appeared optimally across all devices.

However, sites stuck using outdated technologies will have trouble ranking on Google search going forward.


Local SEO for HVAC

Most HVAC companies serve local customers within a defined service area. For example, your company is based in the Phoenix metro area and serves Phoenix, Glendale, Peoria, and other nearby cities.

You also want your website to appear in “near me” and map searches for consumers in these cities.

Local optimization is achieved through multiple tasks and techniques and can offer the boost you want to outdo your competition.


DataPins

Jobsite check-ins from DataPins are the single most effective local SEO strategy for my clients.

I often say that HVAC keywords have more variations than Sonic drink flavors because there are so many combinations that people search for.

DataPins validates each HVAC job you perform and its location and converts your service description into an SEO-friendly blurb that results in a digital hand raise.


HVAC DataPins Example

Local Business Citations

Citations are listings or mentions in other locations throughout the web that help build trust and recognition.

Local directories such as Angi, Yelp, and HomeAdvisor are noteworthy sources of proper citations that boost your SEO.

Conversely, you should ignore citations from spammy and low-quality directories because they are not indexed by Google, which means they don’t transfer any ranking equity.


NAP Consistency

One way to boost your local SEO efforts is to ensure your NAP, or Name, Address, and Phone number, is consistent throughout the web.

Your company name and contact information should be the same on each site where your business is listed.

NAP consistency helps Google and other search engines easily pair your location with your other business listings, which improves your credibility and online clout.


Google Business Profile Optimization

When searchers perform a branded search or a search of your company name, Google typically shows your Google Business Profile.

The profile contains contact information, reviews, ratings, hours, and any images or Google Posts you added.

Your Google Business Profile is eligible to rank within the Local Map 3-Pack and Google Maps results.


City Pages

City pages are dedicated location pages for individual cities. HVAC websites often produce dozens or even hundreds of city pages.

While this strategy can work, it can also violate Google’s Helpful Content Update if the pages are thin and low quality.

If you deploy this tactic, include job site check-ins on each location page and contain 100% unique content relevant to the precise city.


City pages should have unique content, images, and SEO elements and provide a clear overview of your company’s offerings.

Title tags, including a top keyword and a location tag, should be used within the content to give optimal indexing to the specified area.

This way, when users perform a location-based search, such as “heater repair in Palmdale, CA,” your Palmdale city page is displayed in the search results.



On-Page SEO for HVAC Companies

On-page SEO provides Google context about each page’s intent, displayed through meta tags, images, bullet points, headers, and other styling and formatting techniques.

Google uses these details to determine what type of content is available on your site and where you’ll rank on SERPs.

Google delivers rankings on the page level, meaning your most relevant page to the user’s query should appear (assuming there is no technical SEO error).


Keyword Placement

Keyword placement remains crucial for helping Google understand your page’s context and topical relevance.

Your primary keyword for each page should appear within the title tag, H1, URL slug (if possible), and the first paragraph of the page’s body content.

Avoid overusing that keyword in other parts of the page, as the sections I’ve outlined are more than enough to provide Google and other search engines with the context it seeks.


Throughout the rest of your page, follow these guidelines:


  • Use Keyword Variations (Sometimes Called LSI Terms)
  • Use Natural Language (or NLP style writing)
  • Format Pages With a Topical Hierarchy

Google’s modern algorithms are more intelligent than mere keyword recognition. They incorporate entity recognition and topical depth more than the old-school concept of keyword density.


Title Tags

Title tags influence your rankings more than any other SEO lever.


An ideal HVAC title tag includes:


  • Primary Keyword
  • Local Context (i.e., City Name)
  • Brand / Company (When Useful)
  • 60 or Fewer Characters (to avoid SERP Shortening)

Example: AC Repair in Plano, TX | JimBob’s Mechanical


Remember to align your content and formatting (headers and topical hierarchy) with your title tag’s intent so that users “get what they came for.”

Google’s algorithms can detect when a title tag misleads the reader and is likely to reduce its ranking.


Meta Descriptions

While meta descriptions have a negligible impact on SEO rankings, they do impact click-through rates (CTR), an indirect ranking factor.


A suitable HVAC meta description contains:


  • Clear and Compelling Messaging
  • 150-160 Characters
  • Primary Keyword

Example: JimBob’s Mechanical Offers Efficient and Reliable Air Conditioning Repair Services in Plano, TX. Our Trained Staff Members Provide 24/7 Emergency Services!


Header Tags

Header tags create a topical hierarchy that helps visitors and search engines understand your page.


The best practices for HVAC page headers include:


  • Use Only One H1, Which Should Either Match or Closely Resemble Your Title Tag
  • Use H2s and H3s for Main Sections and Subsections
  • Keep Headers Between 20-70 Characters
  • Utilize Secondary Keywords When Applicable

Well-structured header tags help your pages rank in traditional search results and in Google’s AI Overviews.

Google uses headers when generating AI responses and summaries for specific search queries.


URL Slugs

A URL slug (or permalink) is the end part of your page URL.


For HVAC websites, a URL slug should be:


  • Concise
  • Descriptive
  • Keyword-rich
  • Hyphen-seperated
  • Lowercase

Bad URL Slug: myhvacwebsite.com/page?id=342492433432131

Good URL Slug: myhvacwebsite.com/services/gas-furnace-repair


While URL slugs might seem insignificant on the surface, they actually have a significant impact on how search engines interpret your pages, including in the context of the rest of your website.


Image Alt Text

Alt text is essential to image indexing on Google and other search engines and can also help your pages rank higher in organic and AI search results.


Image Alt text for HVAC websites should:


  • Clearly Describe The Image’s Content
  • Include Relevant Keywords Where Applicable
  • Avoid Keyword Stuffing

Alt text should be reserved not only for the images you hope to rank but for every image file on your website to build topical relevance sitewide.


Alt Text Example: Tech Repairing AC Unit in Plano, TX


Images with accurate and descriptive alt text may appear in featured snippets and AI-generated responses.


Other SERP Ranking Factors

Google and other search engines use various information and details to provide helpful search results for their users.

While on-page and site-wide SEO is crucial, other factors also affect your business’s ranking. Instead of a singular tipping point, a collection of elements influences SERP position.


Domain Age

Your site and domain age are also factors that Google considers when presenting search results.

A site that is ten years old is more established than a site that is six months old and will hold more clout on SERPs.

It’s essential to keep your domain once you have one. A well-established domain displays a reputable web address and not a “fly-by-night” site that helps with ranking.


Reviews

Reviews also impact how your brand is reflected on SERPs.

As your clients leave reviews of your company on different platforms, Google indexes them to measure your reputation.

Reviews are also displayed on your Google knowledge panel, showing prospective clients what level of quality they can expect from your company.

The knowledge graph displays many more review types than Google alone, so it’s vital to encourage your clients to complete reviews on multiple platforms, such as Facebook, Angi, and HomeAdvisor, for comprehensive coverage for your HVAC business.


Websites Review Widget

Location

Your business location directly impacts how well your Google Business Profile ranks within the Map 3-Pack.

If your address is on the outskirts of a city or in a Census Designated Place (CDP), you will get fewer Google Maps impressions.

Conversely, an address near the city’s center (or centroid, as Google Maps defines it) can help you quickly generate impressions, even as a newer HVAC company.



Measuring SEO Success

As with any business plan, your SEO campaign should be tracked through analytics to ensure its effectiveness.

Luckily, Google and many other programs offer helpful tools for measuring your SEO success.

Google delivers first-class analytics, enabling you to create valuable and productive progress reports.


Google Analytics

Google Analytics is Google’s proprietary tracking platform. It allows HVAC companies to measure website performance through various metrics, including users, organic visits, and direct visits.

While the latest version, GA4, has a slightly steeper learning curve than the previous version, it remains the most accurate and insightful platform for tracking SEO performance.


Google Business Profile Insights

With your Google My Business account, you can access Google Business Profile Insights to help track your local performance.

This platform tracks metrics like calls from Google Business Profile, website clicks, and impressions.

GBP insights also lists common terms or phrases that prompt your profile to appear in search results.


Google Search Console

Google Search Console is another Google tracking platform tailored explicitly to organic search performance.

While it doesn’t track other visitors (like Google Analytics), it provides highly accurate and valuable insights into your organic search performance.

With GSC, HVAC companies can evaluate which pages are being clicked on via organic search and which queries are being used to find them.


3rd Party Tracking Tools

Platforms like SEMRush, Moz, and Ahrefs provide helpful metrics and analytics that help you judge the effectiveness of your marketing plan.

However, these tools are not as accurate as Google’s because they rely on estimates rather than raw internal data.

That’s why you should avoid solicitations from marketing companies that evaluate your website performance only using third-party tools.


Next Level SEO Tips for HVAC Companies

Google’s recent algorithm updates, including the Helpful Content Update, have increased the power of E-E-A-T or expertise, experience, authoritativeness, and trustworthiness.

Heating and cooling websites that best demonstrate these qualities through branded signals will rank.

SEO remains the most affordable method of generating HVAC leads online. However, some tactics that previously led to consistent rankings on search engines are no longer viable.

As a result, HVAC companies must adapt to maintain or increase their Google visibility.


Tip 1: Implement Digital + Branded Signaling

An HVAC company website should not aim to trick search engines but rather establish a brand that search engines can trust enough to present to its users.

The most effective way to achieve this is through E-E-A-T, which can be automated using DataPins.

Another way to foster branded signaling is to create user content rather than search engine content.

As a result, those hundreds of thin blog posts your marketing company published on your HVAC website are counterproductive to search engine optimization.


Tip 2: Create Multi-Channel Brand Synergy

While a robust website is the most integral part of an SEO strategy for HVAC professionals, it’s not enough to establish a viable brand for your services.

Your other digital entities, like your Google Business Profile (formerly Google My Business) and social profiles, should also link to your website.

For example, consider Google Maps and YouTube, as both platforms are now integrated within Google search results.

Ensuring your HVAC company can rank on Google’s Local Map 3-Pack, video carousel, and traditional organic results epitomizes SEO synergy.


Tip 3: Optimize for User Intent

Google’s priority is its users (those searching for HVAC services). As a result, you must view your website as Google’s partner and something that can help satisfy their users’ search experience.

If a local HVAC prospect searches for gas furnace repair services, they intend to find content that clearly outlines gas furnace services through expertise and experience.

User intent also applies to the website’s location, as local homeowners seek contractors who can reasonably commute to their homes.


Tip 4: Embrace The Future of AI Search

Google shows AI Overviews within their search results, and more homeowners are asking ChatGPT about HVAC companies.

Getting your company mentioned in these AI-generated answers will be the basis for the future of SEO.

Tools like DataPins, along with a multi-channel marketing campaign, can help increase your mentions in these AI-generated responses.


Next Steps for HVAC Companies

The emergence of AI tools like ChatGPT has sparked spirited conversations about the future of SEO for lead generation.

As a top-rated marketing agency for HVAC companies throughout the U.S., our internal data shows that SEO is here to stay.

As the owner of a heating and cooling business, investing in SEO starts with a simple call to an agency like HVAC Webmasters.


If you prefer to do SEO yourself for now, the first step is claiming and optimizing your Google Business Profile so you can appear on Google Maps.

However, when you need a comprehensive SEO strategy with the industry’s highest implementation standard, reach out to me for a free consultation.