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Search Engine Optimization for HVAC Businesses

When you incorporate a set of keywords that are being searched into quality content on your website, your website organically pops up in the search results. Free traffic to your site for providing valuable content seems like a win-win, but it doesn’t happen overnight.

For this reason, it should never be your only marketing strategy. Unfortunately, with SEO you’re at the mercy of Google. No company can guarantee results or timelines.

Successful SEO for Small Businesses

All search engines want to do is provide the best service for their users. It uses a complicated algorithm to crawl sites. Though nobody knows exactly what the algorithm is, it boils down to 7 things.

Crawl accessibility
How easily search engines reach, index, and understand your content.

User Experience
A great website that’s easy to navigate, full of content, and loads fast.

Good Content
Your content should be answering the questions user’s are searching for.

Content Links
The more links and citations from other reputable sites, the better.

Use words relevant to your business, products or services, and your customers.

Strong CTR (clicks)
Appealing page titles, URLs, and descriptions that will attract users.

Content Marketing
Create relevant content your audience will find helpful. Use SEO keywords and phrases that a user will search for when looking for answers to their questions. Keep users coming back for more with fresh content. Fresh content is something search engines will take notice of on your site.

If you don’t have time to create new content, look at old content and give it a rewrite to make it more insightful and effective. Maybe consider seasons or current trends that might affect the original topic.

This is a long game, but well worth the effort. Learn more about content marketing.

On-Page SEO
Before getting into specifics, let’s keep it simple. Google needs to understand your website, it’s content, and it’s importance or relevance.

These are elements you control on your website, like Title Tags, Meta Descriptions, Sub-headings, Internal Links, and Image Name and ALT tags. All these things work to improve your search ranking if you follow the rules.

  • Title Tags should be 70 characters or less and should include your keyword and business name. This tells search engines what the page is all about.
  • Meta Descriptions should include the keyword and gives users and search engines a little more information about the page.
  • Sub-headings make content easier to digest and helps SEO when you use H1, H2, and H3 tags.
  • Internal Links to other pages on your website help search engines learn more about your site and make it easier to crawl your site.
  • Image Name and ALT tags should include the keyword to help search engines index your image for users who do image searches.

Off-Page SEO
A lot of what Google does is based on human intuition. You probably make a lot of your decisions based on the recommendations or reviews from other people. And the value of those recommendations is usually weighted by your history with that person. For example, a close friend’s movie review will probably mean more to you than a random person on the internet.

Google does the very same thing with Backlinks. A link from one website to yours basically giving you a thumbs up.

Links are a great way to build your off-page SEO. A good way to accomplish this is to reach out to websites related to your business. Offer them expert analysis or opinions on a particular topic, discuss local issues or business in general.. your goal is to be credited by name and a link to your website.

Their backlinks to your site will help improve your rankings. Be careful with who you work with, as too many backlinks from spamming sites will hurt your SEO. Quality matters.

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Chris Grubbs

Marketing Manager · Brand Strategy · Paid Media
Content Development · Data Analysis