Search Engine Optimization, or SEO, refers to the practices and techniques that help your website rank higher in search engine results— it’s what makes your website more visible to those searching the web for local HVAC services. If your website is on the first results page on any given search engine, it is more likely to generate new traffic on your site, potentially leading to new customers. In this post you will learn the basics of SEO and how to best utilize it for your HVAC business.
According to Junto, 93% of online experiences begin with a search engine. On top of that, 75% of people never scroll past the first page of results. These two statistics prove just how important SEO is and why you should aim for being on the first results page. Search engines look for elements like title tags, keywords, internal link structure, inbound links, and image tags, so you need to include as many of these as you can throughout your website. In this case, you want to use industry-specific words and take the necessary steps to improving your website’s ranking.
Basic Steps to the Most Effective SEO for Your HVAC Business:
- Conduct Keyword Research— This is where you’ll research those industry-specific words and phrases that your potential HVAC customers are searhing the web for.
*Tip: Use Google AdWords’ Keyword Tool (soon-to-be called “Google Ads”). If you just enter some common words and/or phrases, the Keyword Tool will let you know how competitive the word or phrase is. The ideal keywords to use are the ones that are searched for the most.
- Optimize Your Pages Individually— The users who visit your site can be bucketed into three categories: (1) Those who are specifically searching for your HVAC company, (2) Those who are looking for any HVAC specialists in the area, and (3) Those who are not currently looking for HVAC services but just happened to stumble onto your website.
*Tip: Keep in mind that the different categories of people are searching for different things. For example, the ones who are looking for your business specifically are most likely interested in knowing the services you provide, your contact information, and your hours of operation. As for those who are looking for HVAC services in general, they are probably looking for your prices and comparing what you have to offer to what your competitors have to offer. Be sure to use all the possible key words and phrases, don’t leave anyone out.
- Create and Share Informative, Engaging Content— Creating content that resonates with your audience will help you gain traction online. Not only will you increase visilbility, but it will also help establish credibility and authority, provide entertainment for your site’s visitors, establish your brand’s mission and voice, and most importantly, give visitors the information they are looking for.
*Tip: Try blogging. You can write how-tos, news stories, create downloadable content, upload videos or even throw in a pop of color and include infographics.
To dive a little deeper into SEO in general, check out HubSpot’s The Definition of SEO in 100 Words or Less. HubSpot is a great marketing tool, specializing in inbound marketing and sales software.
SEO has many parts and it may take a while to fully understand it. If you start by taking the above steps to help build your SEO, you will have your website listed on the first results page in no time. The internet has unlimited resources for learning SEO, so get out there and start optimizing!