Search engine optimization, or SEO involves tactics such as keyword research and content creation to ensure that a website ranks highly in search engines. It is integral to service-oriented businesses like heating, ventilation and air conditioning (HVAC) because it influences the search results on search engines such as Google.
Statistics show that about 92% of people choose businesses on the first page of local searches. A local search is when a person searches for a product, service or business near their home or other specific location. Consequently, a well-optimized website will usually drive more customers to your business, resulting in an increase in overall sales.
On the other hand, search engine marketing, or SEM, involves both organic tactics like SEO and paid advertising to market your business on search engines. Pay-per-click (PPC) is a form of paid advertising whereby a company pays every time an internet user clicks on their website. In this article, we discuss ways to use SEM and SEO optimization strategies to achieve better visibility for HVAC keywords on Google.
Select Keywords Sensibly
It is important to conduct keyword research to achieve better visibility for HVAC keywords on search engines. Choosing the right keywords on Google research tools such as keyword planner will help enhance the visibility of your website when people are searching for relevant information.
If an internet user, for example, searches for “heater repairs,” Google’s algorithm will populate a results page with well-optimized websites that belong to HVAC businesses. In addition, it will display SEM strategies for HVAC, such as paid advertisements, usually at the top of the website.
High-Quality Content Is Key
To achieve better visibility, it is essential to have high-quality content that meets the standards of search engines like Google. Google evaluates content such as homepages, articles and blogs to assess the level of expertise, authoritativeness and trustworthiness (EAT) of a website. Creating content that is engaging, informative and helpful for the reader is generally recommended. Also, frequently adding new content to your website will significantly improve your HVAC SEO.
Create Geo-Targeted Content
Optimizing content for local searches is essential as people seldom contact HVAC companies from distant locations. Therefore, it is important to optimize web pages for local or geo-targeted markets. Local SEO involves identifying location keywords, local search patterns and online blogs that are visited regularly.
Utilizing key phrases that attach to a location, such as “near me”, can also improve local SEO optimization strategies for HVAC. This tends to improve search engine ranking for local searches and increase the likelihood of conversion due to the close proximity of potential customers.
Use a Mobile-Friendly Website
A large percentage of online searches are done using mobile devices, so your website should be optimized for devices like smartphones. Otherwise, you may miss out on significant traffic. Mobile-friendly websites also rank well, particularly when the search is conducted using a mobile phone. Additionally, websites should be responsive and scale to the size of a screen, ensuring a user-friendly experience and better visibility for HVAC.