Take a minute to Google “HVAC company + your service area.” Now try to find your HVAC company’s website. Where does your company show up? If I’ve learned anything from working at an SEO company, it’s that hardly anyone ever navigates past the first page of search results.
Understandably then, most business owners that come to us are interested in getting their business on the first page of Google. Most HVAC business owners come to us for the same reason, and also because we’ve earned quite the reputation for helping HVAC, plumbing, and other home service companies get more leads and sales from the Web.
There are several ways to get your HVAC website listed on the first page of Google—and at Blue Corona, we always recommend you try to get as many listings on the first page as possible, or rather, “maximizing your online real estate.”
In order to get your HVAC company on the first page of Google and outrank your competitors, I recommend the following search engine marketing strategies: pay per click (PPC), search engine optimization (SEO), and local search engine optimization (LSEO). The benefit of not putting all of your eggs in one online marketing basket is similar to the benefit of installing a hybrid heating system—you won’t be left in the cold (or off the first page) because you’ve always got a backup.
PPC for HVAC Companies
Get on the First Page of Google Tomorrow
SEO campaigns can take anywhere from a few weeks to several months to deliver results, so you’re unlikely to get more organic (non-paid) traffic, leads, and sales early in your investment. That’s why pay per click (PPC) campaigns are great for HVAC companies looking to get more leads, like, yesterday.
“But nobody clicks on the paid ads!” HVAC business owners will tell us all the time. Well actually, the yellow box where Google displays its paid ads is getting lighter—this means more people are clicking on paid listings without even realizing it! If you’re not investing in PPC, you’re basically giving those clicks to your competitors. For HVAC contractors, this is a pretty big deal. We’re talking about a potential thousand or multi-thousand dollar HVAC replacement job!
SEO for HVAC Companies
Now that you’ve got your paid listing, it’s time to work on getting your business a top organic listing in the search results. The best way to do this is by adding content to your website. High quality content can increase your rankings and also create a better user experience for your customers. In addition, the more quality information you have on your site, the more likely others are to reference it. When other people link and reference your website, the search engines interpret your site as more authoritative and display it more prominently in search engine results.
The great news about trusting Blue Corona with your HVAC company’s SEO and content creation? Since we specialize in marketing for HVAC contractors like you, our content marketers understand the HVAC industry better than any other SEO company you’ll find. I, along with our other staff writers, have written about air conditioning repairs so many times that we could probably diagnose and repair an air conditioner ourselves!
Of course there’s much more to SEO than just adding content to your website. From a technical standpoint, you also need to make sure the search engines can easily crawl, understand, and index your website (read more here). This involves things like improving your site speed, using a search-engine friendly site navigation menu, creating a well-structured XML sitemap, building a responsive site for mobile and tablet users, and more.
How HVAC Contractors Get More Local Leads: Local SEO
When you Google something like “hvac contractor,” “ac repair,” “furnace replacement,” or even “liquor store” (hey, we all have rough days), you’ve probably noticed that Google uses your location data to display nearby businesses. Since most HVAC companies service a local area, you’ll want to get in those local listings (the “7-pack,” though many have recently dropped to a “3-pack” after recent Google algorithm updates).
In order to show up in the local listings on the first page of Google, you need to optimize your NAP (name, address, phone number) citations across the Web. The more local citations you can build with consistent NAP information, the better.
In addition, recent Google algorithm updates mean that sites like Yelp, Angie’s List, and the BBB are showing up before the local pack and other organic listings. Having complete profiles on these sites with a healthy amount of good reviews will give your HVAC company an edge.
Other Strategies for Getting More First Page Listings on Google
While the paid listings, organic listings, and local listings are the main three SEM strategies for getting your HVAC company on the first page of Google, I have a few other (arguably) under-utilized tactics for getting even more listings on the first page (especially following Google’s decision to limit domain crowding—which means one domain can only have one organic listing on the first page of search results):
A lot of companies—especially those with multiple business lines—opt to have more than one website. These companies tend to have a main or primary domain complemented by one or more microsites.
A microsite (sometimes called a minisite) is a website used to supplement a company or organization’s primary domain. More often than not, the microsite will have a URL distinct of the primary domain and its own unique design and navigation. Microsites can help you target different buyer personas, appear more relevant and authoritative, and get multiple listings in organic search results.
So if you own an HVAC company but you also do plumbing work or electrical work, it might be helpful for you to have microsites that concentrate on your other lines of business. You can read more about the benefits of microsites in one of my older posts, “Should I Build Multiple Websites?”.
In order to improve its own customers’ user experience, Google likes to display a wide variety of media in its search results—including videos. A video is 60 percent more likely to get ranked in a search result than a landing page on the same topic.
So while having a blog post on your site about how to program your programmable thermostat is great, having a video on the same topic might represent an easier way to get ranked on the first page of search results.
Think your HVAC company doesn’t need to be on social media? Four Seasons—the world’s largest HVAC contractor, begs to differ. We spent an entire blog post analyzing what HVAC companies can learn about social media from Four Seasons and came to a very important conclusion: social media represents a low cost way of maintaining top-of-mind-awareness with your customers and you’d be a fool not to take advantage of it.
Outrank Your Competitors with Blue Corona’s Internet Marketing Services for HVAC Companies
At Blue Corona, we service all industries, but we specialize in SEO and PPC for contractors like HVAC companies. We have a proven pay per click setup and management system specifically designed for the heating and cooling industry, and our SEO specialists have extensive experience helping HVAC contractors like you get more qualified traffic and convert more visitors into leads and sales. But don’t take our word for it! Check out what our customers have to say about us!
When you’re ready to get started, give us a call or enter your website into the box below to find out whether your contractor website could benefit from SEO and PPC services.
About The Author: Lexie serves as Blue Corona's Content Marketing Manager. She's also the author of our soon-to-be famous, and someday to be written white paper, "Horse Hat SEO: Giddy-Up Your Google Rankings."
View more blogs by Lexie Bond
“The overall Web traffic increase to our site has been remarkable. The increased traffic to our site has paid for itself and then some. It is worth the investment and will continue to pay dividends. ”