The heating, ventilation and air conditioning (HVAC) industry remains to be one of the most relevant and competitive sectors in the United States. In fact, it was worth $130.5 billion in 2019 and is expected to have a compound annual growth rate of 6.1% from 2020 to 2027. With such value in the past year and expected progress in the next few years, HVAC businesses will definitely keep its market share over the next years.
With this forward-looking statement that sees a brighter future for the industry, HVAC business owners will need to get ready to compete in a more modern way. Digital marketing through HVAC SEO is a great way to ensure that your company will be able to grow along with the industry. If you are not familiar with this practice, here’s what you need to know.
What is HVAC SEO?
HVAC SEO is simply the application of search engine optimization (SEO to HVAC businesses, particularly their websites. Websites account for a large percentage of orders initiated. More than 80% of HVAC orders start online, so you should make sure that you take advantage of this figure.
You can do this by utilizing your website not only as a virtual location of your business but also as a marketing tool. SEO is your best bet when it comes to that. This is basically the process of optimizing your site, its pages, and contents to suit Google’s search algorithm. While the ultimate goal is to get more people to use your service, the primary goal of SEO is to rank high in search engine results.
This is done through a combination of techniques that can show Google that your business is relevant to queries made by potential customers. So, when a prospective client near your location looks for ‘heater repair’ or ‘air condition installation,’ you will be shown in search results as a viable service provider.
Now, this may sound complicated but you already have a website and it is infinitely more valuable if you use it as a way to increase your sales.
Importance of SEO in Your HVAC Business
As a virtual location for your business, your website probably already has some of the most vital information about you and the services you offer. However, there is little chance for it to reach your target audience without the help of SEO. This has the potential to connect you with your target market while also offering a possibility of being seen by those outside this group.
This makes SEO a great option for increasing conversion rates. This is because it is an effective way to generate leads organically if you do it right. The best way to proceed is to optimize your website and use the right keyword by researching. Keyword research can spell the difference between the effectiveness of your strategy or its failure.
You should make sure that you use keywords or phrases that have high search volumes. These are those that are being searched by potential clients all the time. This way, you increase your chances of coming up on search engine results and increasing your exposure. This is because when you rank high, you will be placed on the first page of search results, making it more visible for interested searchers.
Being on the first page means that you have higher chances of users visiting your site. The reason? Many people do no go past the first page. In fact, they just simply click the first few entries and choose the better option out of those.
How SEO Increases Conversion Rates
Given that the main goal of SEO is to ensure that your website and pages appear in the top spot or at least in the first page, it has the potential of increasing your conversion rates. This is because as more users visit your pages through results pages, you are also seeing an increase in the number of people who can become leads.
Remember that visits to your site do not automatically equal leads. In marketing, the customer should first show interest in your service or product by getting in touch with you. Asking questions, requests for samples, and looking for demos all qualify as leads. Finally, your leads will turn to sales when a client finalizes a transaction.
Now, you might be wondering how SEO can help increase your conversion rates. It is one thing to get them to visit your site, but it is another thing to convince them to get in touch with you. One way to do this is through your content, which is an integral part of your HVAC SEO campaign.
Once a potential customer visits your site, it is up to your content to do the persuading. You want to publish contents that are interesting, informative, and relatable while encouraging visitors to find out more about your service by contacting your company. However, you do not want your content to sound like a hard-sell. You can also convert leads into sales by organizing your site in a way that makes it more navigable, readable, and accessible.
Best HVAC SEO Practices for a Successful Campaign
Search engine optimization has a lot of potentials when done right. This is why when you launch an SEO campaign, you want to make sure that you implement the best implementation for it. Here are some of the most important practices for this campaign.
Clean up your website
Your website will be the primary platform for your campaign. You want to make sure that it will be conducive to the results you want to achieve. It should be friendly not only to Google’s algorithm but also to human users whom you want to convert to become a customer.
The thing about internet users is that they tend to have a shorter attention span because of the fast-paced standards that the internet itself has established. The World Wide Web has enabled a quick and easy solution to a whole lot of problems. So, if your visitor enters your website and has trouble looking for the right information, then they will leave.
This means that you only have seconds to reel your potential customers in and you do not want to waste this chance on issues that you can easily fix. The first thing you need to do is to clean up your site. By making it more organized, removing unnecessary effects that are purely for aesthetics, and making it more readable. Plus points if you optimize your site to have faster-loading speeds.
Create original content
Say, you get your visitor to stay on your page because it looks more organized and readable. The next thing your visitor will do is to read your content. You want to make sure that your content is not spammy, but relatable, relevant, and unique. Tone, ideas, and message all matter when it comes to your content.
However, you should also focus on originality. This does not mean that you need to create content that has never been done before, although that would have a great impact on your business.
What originality means in this context is that you are not simply duplicating content that has been posted before on a similar website. To elaborate further, your content should be plagiarism-free and should not contain extreme similarity to a related website. This will be seen as a hit by Google’s algorithm, which can tag your pages as spam.
Another important aspect of HVAC SEO building a network of links that go back to your website. In the eyes of Google, having trusted and popular websites send their visitors over to yours via backlinks or inbound links is a sort of recommendation. This is a sign that your site is also trustworthy and has some merit. Increasing backlinks can help improve your page’s ranking in search results, which then improves your chances of enhancing your conversion rate.
Building links involves various outreach activities. You may need to get in touch with multiple sites that will agree to have your content posted on their pages. You can also look for services that allow posting articles from various users.
Lastly, you want to make sure that you continuously improve your material. You want to make sure that you constantly clean up your site, as it can easily become cluttered and disorganized as you post your content. You also want to make sure that your contents are up to par with the most recent SEO guidelines released by Google.
Moreover, you should be always on the lookout for backlinks that can benefit you. You might find that some of your older ones lead to dead pages, so it is best to place fresh content on those.
The Bottom Line
HVAC SEO can be a rewarding practice for your business. By implementing a strong strategy, you can effectively grow your business through increased visits, leads, and sales. Plus, you are also bound to establish your reputation and brand.