HVAC SEO: How to Dominate Local Searches
Search engine optimization and local SEO marketing use many of the same strategies. However, local SEO marketing has to be focused on a specific geographic location with regards to the main categories like SEO keywords, content marketing, and social networking. To understand how to set up your SEO activities to target a local demographic, review each main activity with respect to local marketing. Add to that the necessity of also targeting your niche, like HVAC, and the situation can become rather complicated.
HVAC SEO: 10 Tips for Success
Here is a list of ten HVAC SEO activities to implement for your HVAC business:
1. Embedding Keywords
Keywords for global marketing focus only on the main niche without considering the local market. However, in a local marketing strategy, you now have to look up keywords for the niche and the locality. Thus, instead of simply “HVAC repair” you might try “HVAC repair in Dallas, TX.” Local neighborhoods are also good keywords because people often search within a specific neighborhood. Keyword research needs to focus on the types of keywords the demographic in your area might search for location and HVAC SEO.
2. Company NAP
Name, Address, and Phone Number (NAP) is essential information for local searches. However, many websites make the mistake of putting only on the Home Page and in an image, no less! Image text can’t be effectively crawled, so it has to be put in HTML.
You can put a NAP in the header or footer of the site to make sure it appears on every page. However, the most effective place is embedded within the different pages of your site as a textual reference.
3. Local Citations for HVAC Companies
Google and other search engines will allow you to set up a local business profile so that you can advertise within your geographic zone. However, you can use Google My Business (formerly Google Places) to list in one area and then wait for the information to spread across other listings.
The way it works is that when someone looks for your services within your area, they can deliver the pages within their local directory listing. By including your address, Google can tell whether your business is in the center of a city being search for a specific service or on the outskirts. Being located centrally will get you more visibility in the Google search engine when it serves up results because they have a “centroid” bias. So, having an office downtown is also a good strategy for local profiles.
4. Online Reviews: HVAC SEO
Since there are numerous local profiles online, your need to make sure you HVAC pages get bumped up the profile list and delivered in Search Engine Result Pages (SERPs) by making sure your business is being reviewed regularly in a positive fashion. To do this, you should never consider buying reviews.
Instead, generate them organically through an email campaign by including links to review pages, when it doesn’t contradict the terms of the contract for the review site. By getting positive reviews, you will be listed near the top of the listing when searched by ranking. However, if your reviews are “too positive” sites like Yelp.com may not believe them and downgrade them. They also don’t want you to actively solicit reviews, but you can tell your customers your on Yelp.com. So, get authentic reviews for real people.
5. HVAC Content with a Local Focus
It should include HVAC SEO within the blog articles, web pages, and press releases. Content with keywords that are themed can also help to get your rated for different services within the HVAC field. Another way to optimize your content for local search results in your niche is to understand the demographic within your local area that seeks your services. Then, set up the pages to appeal to that age and income level through topics that appeal to them.
6. Social Stratagy
This means making profiles for Twitter, Facebook, or LinkedIn, whichever includes the majority of your target demographic. Use local hash tags with local information with HVAC SEO too in Twitter and Facebook. Target local groups and become an authority poster.
Investigate other local businesses on social networks to find out who their clients are and what radius they service. Also, you get an idea of how they are targeting local clients through social networks to help you stay relevant online.
7. Go Mobile
One of the biggest SEO strategies that should be implemented without further delay, if it has not already been done, is to go mobile. Your website should be mobile-friendly because Google is now downgrading sites that are not passing a mobile-friendly test. If you are a local business and your site is not responsive or mobile-friendly, you won’t get the same exposure that other businesses have to customers roaming through city streets with their smartphones looking for a business to fulfill a need.
You should implement QR codes in some of your flyers and paper advertising too. If your site and content is optimized for local search with HVAC SEO, you will be able to serve up your site in a pleasing manner to smartphones and tablets as customers are out and about doing errands.
8. Local Links
The strategy to do this may mean that you sponsor community events so that you can get some inbound local links that advertise your business and raise your ranking in the Google search engine. If you can’t sponsor an event, you might want to host one of your own.
The only way to get local links is to earn them, so it does require some non-virtual effort on your part. However, the more local links you have directing people from another site that serves your local area, the more local traffic you get, and the higher your ranking for local search results in your niche.
9. Manage Your Online Reputation
Always keep tabs on what people are saying about you on local review sites and learn to manage your reputation online. Bad reviews can quickly put a damper on your business offline, if not handled correctly. O
nline, people who search for local services will go to review sites first to find out how others experienced your business. If they see a lot of negative feedback, they won’t even bother to come through your door.
10. Set Goals and Analyze the Results as an HVAC Business
Set goals for how many new customers you want to see come through your doors in a month. Other types of local search goals might be figuring who is friending or following your site within a specific radius of your business.
This information can be analyzed and the results used to create effective marketing campaigns. Set up reports to see how many people are coming to your site through mobile devices and what keywords were more effective in generating traffic.
By paying attention to each activity and perfecting it over time, you will learn to dominate local searches in a methodical manner that ultimately leads to success.