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:
List your business in all the relevant places—Facebook, Twitter, Nextdoor, Yelp.
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.
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Chris Tabb is the creator of The Local Lighthouse where he leads tech strategy, activation and measurement of customer facing marketing efforts.
Prior to starting The Local Lighthouse, Chris was the lead technologist at Edelman where he oversaw strategy for top-tier clients including Activision, Cisco, Bush Beans, Netflix, Starz, and T Rowe Price. Chris is also recognized in the marketing space for his experience with data orchestration, tech stack alignment, and customer identity resolution.