In the digital age, when consumers are dispersed across channels and industries, it is difficult for one type of marketing to work for all sizes of businesses, especially for HVAC contractors. As a result of this, SEO is the key to online marketing as it’s the best return on investment for you. In this article, we outline the reasons why search engine optimization should be considered a must for your HVAC company.
What Exactly Is SEO (or Search Engine Optimization)?
Simply put, SEO is a way to ensure that your business organically ranks higher on a search engine result page for relevant industry keywords. The thing to remember is that most of these activities are free and can be done without having an enormous marketing budget.
Search engine optimization (SEO) is a set of methods and strategies that businesses use to get their content indexed above competing information for relevant search queries. When marketers discuss SEO strategies, they often talk about Google’s search engine. Search engine optimization benefits from optimizing for search engines other than Google as well.
Google accounts for approximately 90% of the search engine market share, which is why it’s the biggest target for all search engine optimization (SEO) campaigns. The other search engines, Bing and Yahoo, account for a combined total of the remaining 10%. Google is the major search engine, which means that content optimized for it may also be compatible with other search engines.
What is the process for improving search engine optimization?
If someone says they can help you improve your rankings in search engines, how will they do it? Search Engine Optimization is not an exact science, even though many SEO companies try to make it seem that way as they have all the answers. Google has parameters to rank websites, but no one can be promised results. Successful businesses will follow best practices and avoid pitfalls that harm ranking. Google may not openly share its algorithm, but you should get a basic understanding of the best practices to build your website. This means brainstorming your page content in a way that draws the right visitors to your site.
Optimizing site content to show up in Google’s search results for the queries relevant to your business is valuable. One of Google’s proprietary algorithms is complex and has gone through many iterations to ensure the best possible experience for users. In doing so, they have also created a formula that is hard to crack. There are hundreds of factors in the algorithm and thousands of possible versions of it depending on location, device, etc.
Google judges your site mainly by what the user wants or is looking for. The way that Google evaluates a website has changed over recent years. The better your user experience is, and the more you optimize your content for people, the more Google will value your domain. This increases the ranking of the page or site. While it’s great to be number one for your desired search term, you shouldn’t always measure success by owning the top spot. Try looking at data like click-through rate (CTR) and the number of leads generated as well. You may get too caught up in how many times you show up in a search. Make sure you offer value in your content and use SEO practices to see an increase in business growth.
More HVAC Companies Are Now Utilizing SEO
To be successful online, your company needs to take SEO seriously. The majority of successful companies invest in their online presence with frequent SEO campaigns. When you don’t invest in an SEO campaign for your business, it will likely fall behind the competition. You are less likely to generate traffic online if customers can’t find you. Exposure is lessened when web pages rank lower on search engine results or fail to show up at all. Marketers can bolster their SEO strategy by integrating it with their digital marketing plan.
The following are reasons why every HVAC company should invest in search engine optimization.
Expand Your Advertising Reach
To increase your website’s visibility, you can optimize it with SEO techniques that will draw in more prospects by providing regular content updates. Given that there are 63,000 searches on Google per second, and this number is only going to increase in the future as dependency on digital mediums rises, I’m not even going to start talking about the huge loss of opportunity if my business doesn’t rank.
As the success of a website grows, so does its traffic.
This will be a direct result of improved visibility on the right type of keywords. Ranking higher on search results pages for terms like “AC Repair” or “Furnace Installations” is a great way to let people know what you’re about. And when your website begins to rank higher in searches, you can look forward to commanding more credibility and getting more traffic from organic search engine results.
Get More Knowledge About Your Customers
Statistical information such as demographics is great, but it won’t help you understand your customers. Here are five characteristics that will let you get a better understanding of who’s visiting your site and what they care about without any advanced knowledge: Visitors’ online behavior based on browsing patterns, interests, and sessions; a visitor’s location by IP; the device (cell/laptop/tablet) they’re using to visit your site; how frequently they come back to the site over time—and what keeps them coming back; where their mouse cursor goes.
These data points don’t just offer insights into current website visitors. It also helps target future campaigns in more effective areas, leading to an increase in visits due to marketing efforts like improved ads or better SEO.
Increasing Your Return On Investment
Search engine optimization can help build trust, along with the credibility of your heating & cooling company by converting prospects into leads and then closing those higher quality leads into sales. It resembles having a very successful salesman pitch your brand to potential clients. Unlike other marketing tactics with short-lived results, SEO work is important for firms that want to rank higher on the search engines. Over time, these rankings will reward you with better returns as opposed to investing more upfront.
Continued Work On User Experience Brings More HVAC Work
Good user experience is pivotal to a website’s ranking with the search engine. One strategy to optimize your content for the search engines is by structuring it so that it can answer direct questions people might be asking. One way we as publishers can help these questions get answered in the first place are through featured snippets, which provide answers for common (but difficult!) queries. Taking the time for ongoing search engine optimization (SEO) work will ensure that you stay on top of the game when it comes to user experience, which in turn will maintain or improve your SEO ranking. So yes, staying on top of the search engine charts will keep you there.
For More Help With SEO For Your HVAC Business, Contact US!
HVAC Grow specializes in working with HVAC companies and has close to a decade of SEO experience, so call us today for more info!