Whether it’s to warm up or to cool down, almost everyone needs HVAC services to maintain the comfort of their homes. As a contractor, you always need more clients in order to grow your business. It can be tricky to find new customers, however, you can employ new strategic ways to acquire hot leads and increase your revenue.
Organic results can become the backbone of your HVAC business without costing you extra money every month. According to HubSpot, 61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority. So, let’s discuss the ways to rank your website in Google to grow local leads for your HVAC business.
A website of a good local business should have a balanced combination of visuals, usability, local SEO and conversion.
Technical SEO (Search Engine Optimization)
Getting your website optimized for search is the first and foremost task for its higher ranking in Google. The initial step towards SEO is getting an audit for your website. The traffic stats in Google Analytics helps you understand what you are lacking and what to improve in your underperforming website. The steps to be followed after the audit are:
SEO takes little time to bear ripe fruits, so the earlier you start the better it would be.
Quality content sets your website ahead from the masses and delivers the relevant message into the minds of your customers. The content is the value proposition of your HVAC business. The content on your website should contain:
The content should be such that it educates the visitors and convince them enough to avail your services. The success of your HVAC website is primarily determined by its content. Eventually, it’s the content that wins the wallets of your clients.
High Website Speed
The speed of the website impacts greatly on both traffic and conversions. It is the most essential step to enhance the Google ranking of your website. If your website is not loading fast enough, it tends to make more people exit out of it. Slow loading of the page creates a poor user experience that is the reason Google considers the web page speed as a serious ranking factor. The best practices for page speed optimization include:
With tools like PageSpeed Insights by Google and GTMetrix, you can have a thorough understanding of how fast or slow your website is loading. If you can make your page speed and loading times quick, then your website is one step closer to rank higher on Google organically.
The navigation structure of your website should group together the services and similar topics to make logical sense. If you have quite several pages which can be grouped together, use drop-down menus. Any good local business should have the following pages:
Clarity on navigation offers a user-friendly experience to the visitors. As a local contractor, it’s necessary to list all the air conditioning and heating services along with the incentives. A great HVAC Website should make it easy for users to explore their service, client testimonials, deals/incentives, warranties, service techs and their mission in the community.
When you perform a search on Google, the three local businesses that display are referred to as the Google Local 3-Pack. These are the listing of the local companies related to your search query. For instance, when you perform an HVAC search (Air Cond Near Me) in Atlanta, it will trigger the Local 3-Pack given below:
Importance of Google My Business
Factor influencing ranks in Google My Business
It is critical to understand the factors influencing the Google ranking of a business in the local 3-pack. With this, you can have control over them and help in getting higher ranking which will ultimately increase leads to your HVAC business. Here are some of the factors:
Add Business Information
Sign up or log in your Google My Business account and add vital information about your company that is:
If your HVAC business happens to have multiple locations then ensure that you have a separate Google My Business listing for each location. This will also result in a different listing address and phone number. Use the different phone numbers on multiple listings to avoid hindrance in your ability to rank in local 3-pack.
You can entice users to visit your profile by adding pictures of your business within the portal of Google My Business. Google offers you several categories under which you should add pictures which include interior business, exterior business, services, products, and team members. There is a separate section for your company logo and a cover photo. It is recommended to choose the cover photo wisely as that is the one representing your business.
The reviews have a direct impact on local search rankings of your HVAC business. According to the research business with an average of 47 reviews appears on the local 3-pack. However, this result will vary from industry to industry. The HVAC industry is known to have an average of over 30 reviews to rank in local 3-pack.
Here is an example of Indoor Experts Heating & Air Conditioning, Atlanta. It is evident that now predominate the reviews are. More the number of positive reviews better are the chances to rank higher in your business location.
Here are the ways to get more reviews if you’re lacking in them:
More than 80% of people read reviews for local businesses. So reviews help in local rankings as well as help convert these potential clients into sales.
Google My Business Posts
One of the powerful ways to grab the attention of customers is by creating GMB posts. They are like mini-ads for your HVAC business. It is a section where you can write a post that you can directly publish on Google. It is listed on the lower section of your GMB listing. This is a great technique to highlight a new service or promote an already existing one.
Google offers an array of post that can be created to promote your business such as:
GMB Posts also allows adding a CTA (Call to Action) so you can control what the visitor does after viewing your post, giving them the ultimate marketing experience. Existing CTAs being used are Order Online, Learn More, Book an appointment, Sign up, Call now, and more. Moreover, you can share these posts on social media accounts of your business after it has been created.
A local citation in SEO is the most important factor in improving local search results of your business. A local citation is a listing of your business online. If your business is consistently listed on the primary listing websites, it helps add more trust in your business.
A local citation consists of your company name, physical address and phone number (NAP- name, address & phone number). A citation need not link to your website in case it to be valuable. The mention of your business is the value in a citation
Google recognizes that your business is listed through the presence of your details and the credit is given to the company. The more listing of your HVAC business out on the web, the more eminent your business will appear to Google which will result in better local rankings.
For services like HVAC, it is better to have structured citations on a business listing directory. The citation sites, in this case, are business listing directories where the business can be submitted to get a citation. Examples of such citation sites are Yelp, Yellow pages, MapQuest, etc.
Here are some tips for building citations:
Backlinks are the hyperlinks from a webpage to another. They have two main functions:
A. The website with multiple backlinks is bound to experience referral traffic, helping you with brand awareness and bringing in new customers.
B. It helps to boost SEO for the domain. The search engine has trust in your business when the crawlers come across the backlinks ending in better chances to be found on the SERPs.
The backlinks determine your trustworthiness and reputation to the search engines. If they see that your business is recommended by other quality sites and managing to mark your presence online, you must be doing something right.
Here are some tips to help you build backlinks:
1. You can create an account on social media platforms according to your target audience.
2. Look for online listing online directories that are specific to your business niche. There are high chances that customers visit these to search for a business like yours.
3. Local forums, communities are useful in spreading the word about your HVAC business. This helps you reach the audience in your vicinity and fetch backlinks at the same time.
4. Post your articles, blogs or content pieces on the authentic and trustworthy sites that allow it.
5. Guest blogging is a very good option for local businesses to flourish. You can approach local blogging site to host an article on their domain from your business end. This will let you capitalize on their present fan base.
6. Backlinks from profile creation sites can help you improve your ranking. Search for the superior or high authority profile creation site and start submitting your profile onto them. These backlinks are authoritative and determine off-page SEO.
Hardly there is any field left in the business that is untouched by the growing competition and HVAC is no exception. Today, staying updated with the online marketing strategies of your competitors has become mandatory if you seriously want more organic traffic on your website.
Know your real competition
You should take out some time to realize and analyze other HVAC businesses in your locality that hold the potential to compete with you in the market. Once you are sure of who they are then you must develop a plan as per what suits you best.
Observe their data and content
You must carefully observe the data of your competitors if you want your strategy to be better than them. You must observe the number of traffic diverting in their site, their growth rate, and various other parameters of the local SEO that gives you a better idea of your competitor’s working.
Check their Citations
Offer your customers with innovative and unique local citations to set yourself apart from your business competitors. If your citations are similar to your competitors, it will not distinguish your services to your customers. So, you can enhance your citations to attract more customers.
Find their Backlinks
Backlinks are the key tool that can bring a huge difference to your business. In order to understand your competitors’ story, you must have knowledge about how they are using their backlinks and what advantages they are getting from it. Then, you can use even better backlinks to enhance your Google local SEO.
Tools to Be Used
Moz, SEMrush, Monitor Backlinks, and SpyFu are few of the many tools you can use to know the stats of your competitors. After analyzing them you can enhance your strategy accordingly.
The companies that are following the above-mentioned aspects have thriving and flourishing businesses. By ensuing the above steps you can increase and stabilize the number of leads for your HVAC business effectively.
If you are looking for a trusted online marketing agency for your local contracting business, xB WebPRO Agency is your solution. We have a team of experts with experience in HVAC and other businesses that can help you make a serious impact online. We have immense knowledge and experience in working with digital marketing tools to get your HVAC business more leads and sales.