Don’t Let Local Leads Evaporate: Why HVAC Companies Need Local SEO

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Do you want more leads for your HVAC business?

It's time for a new approach.

Direct mail, cold calling and classified ads don't pack the same punch they used to. If you keep beating that drum, your business is going to get left behind—it's that simple.

If you want people to find you, you need to prioritize online marketing. Specifically, you need to get a ranking on Google.

Imagine this scenario:

Your potential customer is at home and it's hot. They turn the temperature down a few notches on the thermostat.

Nothing.

Their baby's crying. Their dog's panting. And they're struggling to think straight because of the heat.

They head to the AC unit and notice fluid leaking from the box. It looks bad

What do they do next?

The most likely option is they'd take out their phone, open the browser, and search for someone to fix the problem. Right?

According to Hubspot, 46% of all Google searches are looking for local information. Even better—of those searches, 88% will result in a call or visit to the business within 24 hours.

If you want to make sure your HVAC business is the first port of call for people in your area, you need to make sure your business is showing up on Google.

This is where most business owners go wrong.

It can be tempting to take a shortcut and throw money into Google ads. It's a nice idea in theory, but there are two main reasons it doesn't get the expected results:

  1. Everyone else is doing it—so competition for ad space is fierce.
  2. Organic search clicks outnumber paid nearly 12 to 1.

This is where local search engine optimization (SEO) comes in.

If you want your business to get noticed on Google, you need to focus your efforts on ranking on the first page. Here's how to get started:

Step 1: Build an effective HVAC website

Ranking on the first page of Google is pointless if your website doesn't convert. But more than that, the content that appears on your website is essential to get you ranking on the first page. 

What HVAC queries will your customers be searching for on Google? Start there. Create content to answer common questions—as well as pages for each of your services.

Make sure you include some local information on these pages. It's essential for ensuring your website ranks for local search terms. In addition to this, make sure you geotag your images and include a map to further strengthen your location ranking.

Step 2: Ensure each page is optimized for Google

Getting the content in place is important without a doubt. But you also need to optimize your website to start ranking.

This starts with keyword research. Most of the time, your keywords will be the name of the service plus the location (e.g. air-con repair in Baltimore). But it's important to make sure these are the terms people actually search for on Google.

Once you've figured out your keywords, you should place them in a few key places on each page:

  • In the URL
  • In the H1 tags
  • A few times throughout the body of the text

Step 3: Build authority and trust

Authority, trust, and relevance are the three pillars of Local SEO. We've already made sure the content on your website is relevant. Now it's time to build authority and trust.

Aside from sharing high-quality content, the best way to do this is to get links back to your website (known in the industry as backlinks).

Getting high-quality backlinks can be a challenge, but it's important you don't skip this step. Here are a few ideas to secure some links back to your website:

  1. List your business in all the relevant places—Facebook, Twitter, Nextdoor, Yelp.
  2. Target commonly asked questions on your website so you'll have a chance to garner one of Google's featured snippets.
  3. Work on your PR—build relationships with local journalists to get featured in relevant articles.

Get your business included on the top local HVAC citations which will already have good authority including:

Step 4: Google My Business (GMB)

This touchpoint deserves its own section — due to the fact it's run by the very search engine you're trying to rank with: Google.

It's free to list your website on Google My Business. You just have to verify your business with Google to prove you are the owner. Doing this is straightforward. All you do is wait for Google to mail you a postcard and enter the code once it arrives.

One of the key advantages of Google My Business is its integration with Google Maps. This will help ensure your business is found by people in your vicinity. That's why you need to make sure the location is accurate once the set up is complete.

The bottom line is this:

Google wants you to use GMB — so they will reward you for it. 

For the best results, dedicate some time to optimizing your profile. Most people skip this step. But you're missing out if you do. Get ahead of your competition with high-quality images and engaging information. You can also ask your existing customers to provide reviews.

This might sound like a lot of work — and it is. But once your business ranks on the first page of Google, you will reap the rewards for years to come. 

Do you want all of the benefits of Local Search, without the stress of doing it yourself? Get in touch with us at The Local Lighthouse to book a demo — and find out how to heat up your business with our HVAC marketing plans.

Click 'Create an account' to Start Optimizing Your Listings Today for Free

Chris Tabb

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