Facebook Pagelike Widget

Maximizing Your HVAC Company’s Local Online Visibility with These Simple Strategies

When HVAC systems break down, many people turn to their smartphones to search for nearby HVAC companies. 

The first company that appears in the search results with good reviews is often the one that gets hired. Local SEO for HVAC companies involves optimizing your online presence so that your company appears at the top of these search results. 

This can help to increase online discoverability, traffic, and sales, leading to a good return on investment. In this blog, we’ll explain the benefits of local SEO for HVAC companies and provide tactics to help improve your rankings on local search engine results pages


Why you need local SEO


While generic HVAC keywords may bring some traffic to your website, they can be highly competitive and may not result in high conversion rates. 

On the other hand, local SEO for HVAC companies allows you to target customers who are specifically searching for your services in your location, resulting in qualified leads. 

For example, if you are an HVAC company based in Chicago and Schaumburg, potential clients in that area may use keywords such as “HVAC company near me,” “HVAC company Schaumburg,” and “fix HVAC Schaumburg.” Optimizing for these local keywords is crucial in order for potential clients to know that your company exists.


The benefits for local HVAC companies


In addition to aligning with users’ search intent, a local SEO strategy also offers the following benefits:

  • Local SEO is a cost-effective way to promote your HVAC business, it targets users who are actively searching for your services. This inbound approach can be more affordable than outbound strategies such as cold-calling.


  • When your HVAC website is properly optimized for SEO, it will appear on search engine results pages (SERPs) every time a user searches online. The more your company appears on SERPs, the more recognizable it will become to potential clients.


  • It can be challenging to outrank competitors for highly competitive keywords such as “HVAC services.” However, you may be able to outrank them for local search terms such as “HVAC services in XYZ city,” even if you don’t appear in the top 100 results for broader search terms.


  • Increased sales: About 80% of local searches result in a purchase, so if a lead finds your company online and clicks through to your website or calls you, there is a good chance they will become a customer.


  • Building trust and loyalty: Generating online reviews is a key component of local SEO. When you have many positive reviews, it can help to build trust with potential customers.


  • Measurable outcomes: Local SEO is measurable, allowing you to use analytics tools to optimize your internet marketing strategy and improve your bottom line. There is no guesswork involved – just strategy based on data, which helps to ensure results.


Google Business Profile for HVAC Service Companies


Google Business Profile (GBP), formerly known as Google My Business, is a free tool that helps to improve local search engine optimization (SEO) for your HVAC company and increase its visibility on Google. 

GPB makes it easy for users to access important business information, view your company on Google Maps, and leave reviews. 

Without a GBP profile, it is unlikely that your company will appear on Google Maps or in the local pack when users search online, making it harder for potential clients to find you. To optimize your visibility, you should register for GBP and take the following steps:

  • Claim your listing
  • Fully complete your profile
  • Keep your business hours up to date
  • Select the appropriate business categories
  • Choose all relevant attributes
  • Verify your location
  • Add photos
  • Encourage customers to leave reviews


The Importance of NAP for your business


NAP stands for “name, address, and phone number.” As part of your local SEO strategy, it is important to ensure that your NAP details are consistent across online directories and your GBP profile. Even though it may seem like a small detail, having a consistent NAP is essential for Google’s local search and Local Pack algorithms. 

If your NAP details are not consistent, it can cause confusion for Google and lead to your business being ranked lower in search engine results pages. For example, if your business is located on Jefferson Avenue but your NAP details list the address as “Bloomingdale Ave.” in some places and “Bloomingdale Street” in others, Google may not associate the abbreviation “Ave.” with your business because it is not the same as “Avenue.” 

This can make Google question the legitimacy and reliability of your HVAC business.

Google and other search engines use directory listings from trustworthy sources as a way to “certify” businesses. The more your NAP (name, address, and phone number) details appear in online directories like Yelp, Angi’s, and HomeAdvisor, the more legitimate your business appears, and the higher it will rank in search results.

Different directories may request different information, but generally, you should include the following details:

  • A consistent NAP (name, address, and phone number)
  • A description of your HVAC company, including its mission and values
  • The URL for your website
  • Your business hours
  • Reviews and star ratings
  • Links to relevant social media profiles
  • The category for your business, in terms of industry
  • The payment forms you accept
  • High-quality images and videos


Google Reviews


Online reviews provide customers with the social proof they need to convince them to purchase products and services. Actively collecting, monitoring, and responding to reviews can improve customer experience and local SEO. 

While there are many factors that influence Google rankings, positive customer reviews can help to signal to search engines that your business website is trustworthy. In addition, to get into the local pack, you will need reviews, as they are a top ranking factor. Here are some quick tips to help you get more reviews:

  • Make it a habit to ask customers to leave reviews on Google.
  • Include a link to your GBP listing with a review request in a follow-up email after a service.
  • You can send a SMS or WhatsApp Message with a short URL.
  • Ask for reviews at the right time, such as after a customer has been doing business with you for a while or after a new customer hires your services or purchases products.


Content Marketing for Local SEO


For local SEO strategies to be effective, it is important to have community-focused local content. Including local keywords in the body copy, title, and meta descriptions can significantly improve local rankings. 

Using long-tail keywords is a common SEO strategy to distinguish local content, either by topic or location. For example, your main web pages may include “HVAC Services,” while a blog post or landing page could include “Best HVAC Services in St. Louis.” 

This helps Google to index your content for searches related to St. Louis and SEO. It is also a good idea to include geographic keywords as close to the beginning of meta tags as possible to avoid being truncated in search results. 

If you have multiple locations for your HVAC business, it may be helpful to have separate landing pages with content specific to each area. As long as the content you create includes local keywords and pertains to the community you are serving, it should be sufficient.

Keyword Research for Content


When looking for an HVAC company, clients are more likely to search for specific locations and services, such as “Springfield HVAC company” or “hire Springfield HVAC company” or even “HVAC company near me.” Here’s how to do basic local keyword research:


  • List out your products and services: That will create your main keyword list that you can expand on and refine with modifiers such as “how,” “hire,” “buy,” and “get a quote.” You can also add location-specific words to your main keywords, such as “nearby,” “near me,” and the name of the neighborhood, town, or city you serve. You can play around with different variations.
  • Look at search volumes: Search volume is the estimated number of searches over a specific period for a keyword. A higher volume indicates that the keyword is popular. It’s not worth using a keyword that no one is interested in.
  • Look at how competitive the keywords are. Some keywords are much to competitive and may take too long to get you ranked. Leave very competitive keywords to later. Your digital marketing agency can advise you on that.
  • Research local competitors: Knowing the keywords that your competitors are using can help you understand how to approach your local SEO campaign.
  • Confirm local intent: Local intent indicates that searchers want to shop in their local area. If you type in a keyword and there are no local SEO results, that keyword will not drive any traffic.


Your Local SEO Analytics


In order to ensure that your local SEO is aligned with your overall marketing goals and that you are not missing out on opportunities, it is important to monitor and analyze incoming traffic and track your local map pack listing. Using tools such as Google Search Console, Google Analytics, SEMRush, Moz. Or Aherefs can make it easier to track the following metrics:


  • Organic traffic: The number of visitors who come to your site from local searches independent of paid advertising. 
  • Bounce rate: The percentage of visitors who leave your web pages without taking any action.
  • Engagement rate: The engagement rate refers to the level of interaction with followers that is generated from content created
  • Conversion rate: The number of visitors who complete a desired goal (conversion) out of the total number of people who visit your website and/or GMB profile. 
  • Target keywords: There are several metrics to track when it comes to keywords, but search volume is the most common. 
  • Loading speed: The speed at which your content loads when someone visits your pages.
  • Core Web Vitals: A set of metrics that measure the performance, speed, and user experience of a website.


In Conclusion


Local SEO should be an important part of your online marketing strategy. There are many tactics that you can use to improve your local SEO, but the most important one is to get a Google Business Profile listing. This is because it is the first thing that appears on localized search results.


SEO is ever changing as Google changes their algorithms. Keeping this in mind it’s important to keep your website updated with fresh, relevant content, optimized and producing leads and sales for your HVAC company

If you need help or would prefer to hire experts to handle your local SEO efforts, 360 Connexion is here to help.

Read More