Plumbing and Air Conditioning companies have always been on the front line of marketing. In the online battle to rank on the first page of Google, there are a lot of SEO companies out there offering different points of view and strategies. I’d like to take the time here to set the record straight and give a solid definition of and best practices to be used for Search Engine Optimization in the HVAC industry.
How to Optimize your Website for the Heating and Air Conditioning Industry
SEO is not one or two fixes, it is a culmination of hundreds of ranking signals that Google’s algorithm processes to determine where your website should rank for certain search phrases. Going through a process of improving these elements can dramatically cause your website to increase the number of times it will show up in search results and raise the exposure it gets by being higher in the rankings.
Hundreds of ranking factors and endless numbers of variations for each is sometimes too much to think about. As you are considering each improvement to your AC Repair website keep in mind these three factors.
Use these as guiding principles as the work is being performed. Google sees these three principles as the ultimate defining goal of Quality for all of its ranking factors.
What it Takes to Rank on Page One of Google or Bing!
If an SEO agency guarantees you a placement on the first page of the search results, this is a sure sign of a company you should avoid and Google will be the first one to tell you that. The Air Conditioning industry is full of supposed marketing companies that promise the world and often times deliver a lot less.
If you want to be guaranteed to show up on the first page of Google, then you can set up an AdWords account and pay for each click. This is not a bad strategy, but it can get expensive. Google does not charge you to rank organically and to do so, you need to do SEO for your website to compete with the rest of the industry.
Most HVAC companies think it is enough to put up a website and wait a few days. Google will easily see that you provide Heating and Air Conditioning in a specific town and simply put you first or second in the rankings. Many of these companies realize after spending a good amount of money that there is usually more to it than just having a website.
When a residential consumer or commercial business is looking for a plumber or someone to fix their heating system, they are usually seeking a local company or at least a local office of a larger company. This means you are not trying to rank nationally for these keywords. Even a business that has locations throughout five states needs to focus on each of the cities or towns that they are trying to do business.
Each area has it’s own competitive keywords because websites have intentionally or unintentionally localized their SEO. This is a good thing since trying to show up in Google’s Rankings for HVAC repair and compete nationally would be a monumental task, especially since the search engine algorithms have had years of experience in understanding consumer intent. When someone types in these services, they are usually looking for someone local.
A keyword is simply a word or multiple words in a phrase that your website gets known for in the search engines. The term “keyword” has been one of the least understood topics both inside and outside of the digital marketing industry. One of the big reasons is because it was such an easy catch phrase for internet marketers to dazzle their clients with and sound like you were able to just type a few words in the right field and you were done.
In fact, in the very early days of optimizing for search engines, this was not too far from the truth. Meta keywords were a strong ranking factor and our industry abused this practice so often, Google and the others started ignoring this technical tool. Keywords are still important but are utilized differently now.
Knowing the keywords you want to rank for and what will drive the right prospects to your web pages is the first step in a very straightforward process.
HVAC & Plumbing Keyword Lists
|HVAC Repair||Plumbing Repair|
|Air Conditioner service||Plumbing Emergency|
|Trane certified technician||Plumber Near Me|
|Emergency AC service||Plumbing Contractor|
The list can get very long in the HVAC industry so we always want to start with the most important keyword for your business, which is your company name. Ranking for your company name is something many new companies neglect when first starting out and it is one of the easiest keywords to capture.
Onsite and Offsite HVAC Search Engine Optimization
Since SEO is a big subject, but here is an easy way to break it down. There are vast improvements in rankings that can be made with a well optimized website and still it is only half of the puzzle. In Google’s quest to find the most relevant search results for it’s users, it has to rely upon signals from all over the internet. Since it can only read your website and index the information, it has limitations with its inability to tell if the information on a web page is quality.
To make that determination, it relies on all of the other pages on the web. Since this is not on your website, it is considered off-site optimization. Not too long ago, one of the more influential people at Google was asked to share what are the most important ranking factors. The answer was Content and Backlinks; this basically defines the two.
Click below to learn more about: on-site, off-site or return to the Guide for HVAC Marketing.