Have you been letting it slip?
In about 13 minutes, with 8 clear steps –
Hook Agency has got the clear-cut tips, to help you get a grip.
No – this article isn’t just a re-written, re-hashed, boiled down and bull$hit garbage can of the same old – from other websites. Each one of these tips has been ‘hand-tested’ by ME (a 10 year veteran of SEO), and ‘hand-selected’ for you – a HVAC marketing aficionado.
If you want to do these tips yourself today – there will be clear instructions for each one.
…or If you want to better understand HVAC SEO so you can delegate more effectively. (Bravo!)
But don’t skip them, even if they feel like review. From one smart cookie – to another, it always pays to let other high-performers sharpen us.
Just to give some context – and help you ‘buy-in’ to reading every word of this article. I was the primary SEO on this website last year (over 1.5M page-views) and have helped craft the effective strategy that drives 10’s of thousands of leads for our 40+ home services clients every year. We have 60+ five-star reviews, I’ve written 3 books, and have been featured on Inc.com, Forbes.com, and NeilPatel.com.
Step One: De-index thin and duplicate content with Yoast or RankMath, Get a second opinion on your setup
It’s not that crazy hard to do – but making sure you de-index thin and duplicate content (and get an initial overall technical SEO setup on your website) is important foundationally for your website’s SEO.
- Two culprits are ‘tags & categories’ so (unless these extra pages are being used structurally on the website) tick the box to de-index this in your SEO settings.
- In short – go through the easy set-up of your SEO plugin if it has that option, and de-index everything that doesn’t have a ton of content on the items (testimonials & portfolio are common one’s on commercial WordPress themes.)
- When setting up your sitemaps – dis-include any of these items, unless they are being used to house 200+ words on each item.
- After you’ve gone through your basic technical SEO setup in one of these plugins, submit your XML Sitemap to Google via Google Search Console, and ensure they’re aren’t any errors.
- These first few weeks – you’ll want to watch for 4XX errors (in WordPress backend if you’re using RankMath) and watch for indexing or speed errors in Google Search Console.
- Use a plugin like WP Fastest Cache or Nitropack.io to crank up your websites speed, toggle the settings back and forth – getting the highest possible minification, combining, caching, and compression while ensuring everything still works.
- Even though I’m an old pro at technical SEO – I always have another professional look at my set up, and you should be no different. It takes 3-4 hours to do an initial technical set-up for me, a half an hour for someone else to check my work, and could mean life or death for my website’s visibility, so it’s worth it.
Step Two: Create an undeniably good content strategy with Ahrefs or SEMRush
While lookey here – we’re back at that lovely step of ‘creating quality content.’
If you’ve been in marketing for 5 years, you’ll have heard this over and over until your ears bleed.
So I’ll go through as practical of tips on actual quality content creation, rather than swim in pleasantries:
- Use Ahrefs to find things your competitors are ranking for, and attack those from a new angle.
- Always think about the ‘intent’ of the searcher, and analyze the Search Engine Results pages relentlessly to fully understand what that search is really intending to get at, and what the other results are doing well.
- Think creatively about how you can not just WRITE, but also CRAFT VISUALLY a better piece of content.
- Ensure your ‘single blog post’ template is well designed, all your text styles are easily read, and you have good call-to-actions in your content and at the end of the page.
- Opt for systems that create giant guides vs. tiny posts when possible, and focus on what’s really going to make you money – what keywords have a volume of searches, are reasonably easy enough to rank for, and where are you getting momentum. Push into what’s working as you start to rank, and always refresh old posts, and make your content more visually appealing.
If you create more comprehensive content that intentionally is useful for real humans and you’re intent-focused, I promise you – you’ll include enough keywords… but I still sprinkle them in a little bit more often because I’m aggressive like that. 😉
Step Three: Know Who, how often, and with what quality checklist your writers (or you) or blogging and writing landing pages
Let’s say you write 5 amazing blog posts for your HVAC SEO plan, but then you kind of stall out.
You have 10 other marketing activities to do, you’re pulled into redesigning the proposals – you have to attend a trade show, and the banner isn’t going to design itself.
5 Months later, and your HVAC SEO Plan, is a bust. Or so you thought!
It’s time to double back, and create systems and rhythms around your content creation that happen even when you aren’t constantly pushing:
- Get a freelance writer (or an SEO team) to help you, and commit them to 4 pieces of content a month.
- You can still write big guides, or create epic content when you have the chance.
- You need to have a drip of content happening every week ideally, and expanding your buckets of content even when you don’t have time.
Step Four: Create link-worthy assets, and use a steady link-building frequency to get momentum
Link-building is real.
Don’t let Google tell you it doesn’t work any more.
They basically just want to sell you ads, and I’m not even mad at them – just understand their incentives are not aligned to allow them to tell you the truth about what works and what doesn’t in their search engine’s algorithm.
Here are the link-building activities I would start with:
- Local Directory Listings.
- Press release distribution.
- Social Fortress linking.
Then I would move on to create a monthly drip of links with:
- Guest post link efforts.
- Niche Edits
- Premium digital PR-style links like a Forbes or Inc.com link when possible.
In addition to these link-building activities – create content and do things that get links:
- Statistics posts.
- Inspiration type posts.
- Discounts + local promotions
- Sponsorship higher profile local events, groups and non-profits.
- Be on local news as a subject matter expert any chance you get! (Just make sure they link back to your website 🙂
Step Five: Use Search Console, Ahrefs, + Surfer SEO to Do ‘On Page SEO’ for your top and most lucrative posts and pages, doubling down on what’s working
My absolute favorite thing to do on our website now – is ‘On Page SEO’ – that just means going back to old content or landing pages and tweaking the copy and elements on the page so that what’s already working can do even better.
- I check search console and find pages that have a large amount of impressions and a low amount of clicks.
- I look at what terms its showing up for that I could better service.
- I’ll add subheadlines, or FAQ’s at the bottom of the page to further service that intent, drop the keyword in there a few times, add some more useful images / graphs, and perhaps tweak the meta title and description to frontload the keyword and use language that invites a click.
- Overall – I look around for ways to improve that post or page, and be useful to people. Yes, the more words – often the more useful you can be, but sometimes trimming content helps too, just empathize with your audience and be relentless trying to be helpful.
Step Six: Continue your lead with Podcasting, Video, and Pitching the media
Advanced linking efforts if you’re able to, are ideal:
- Help a Reporter Out – Pitching the media a few times a day or week.
- Podcasting – and being on other people’s podcasts drives a ton of links.
- Video marketing, and connecting to more influencers drives links and referral leads.
Step Seven: Using Internal linking to distribute link power throughout your website, and create topical clusters
When you have a group of posts on your website that generally go together – they should have links to each other too.
- Add ‘breadcrumbs’ so people can easily navigate around your site up and down your heirarchy.
- Consider using sub-menu’s, or sidebar menu’s to help people easily find their way to related content.
- In each of your key topical buckets, go through and link each of the items to the others – in the content itself with keywords that make sense. These are the most powerful links (not the sidebar or navbar links.)
- The higher on the page the more powerful the link!
Internal Links are so powerful – and people aren’t utilizing them as well as the can be! Start by creating a spread sheet of your top topical clusters that you want to rank for, identify gaps, get the internal linking going, and make this central to your HVAC SEO strategy for the long-term.
Step Eight: Leverage Local Business Schema, FAQ Schema, Rating Schema in Search Results to Grab Attention
Overall – Local Schema and FAQ Schema are great options for roofing companies looking to create a bit more presence in the SERP. Local schema doesn’t always show up in the SERP, but when it does show up it’s very eye-grabbing. Particularly when it shows the star count, just make sure that you enter the information correctly so that Google is more likely to properly parse/’understand’ the information you’re feeding it. Try to make Google’s job easier.
Setting up local business schema with Rankmath is easy – here are the steps to do that:
I love using Matthew Woodward’s tool for FAQ schema – check it out here.
It has options for simple code, or a functions.php snippet if you enter the post or page number.
Also – RankMath now has an FAQ option in Gutenberg for WordPress now, so consider using that for a very simple option!
After you’ve created local and/or FAQ schema for a certain page and have entered it in your site, make sure to re-submit that page to Search Console. Google is slow to crawl based on these submissions, but it’s safe to presume that it will get crawled faster than if you didn’t submit it.
Does your HVAC Company need a Powerful Online Marketing Team?
Do all of this internally or outsource it to an HVAC SEO team?
Here are a few considerations before deciding:
- Are you trying to grow your business – or just maintain?
- Are you under 1M and could learn to do some of this yourself?
- Are you over 10M and have multiple marketing people internally, and could now hire an SEO specialist internally?
- Would it be more efficient for something that requires deep expertise (like SEO) to just do this piece of your marketing plan through and experienced agency?
- How much would 12-20 more high-quality inbound leads mean in revenue to your company a month?
Hook Agency is a Google Specialized Team That Actually Cares about contractors
We’re not trying to serve medical, lawyers, and HVAC companies – we only serve contractors and home services businesses, because that allows us to better focus.
- All of our processes are built around contractors,.
- All of our connections around link-building are built for contractors.
- All of our writers are focused on contractors, and writing for home-owners (and property managers in the case of commercial work.)
We’re here for you – if you’re ready to take your HVAC Search Engine Optimization efforts to the next level. Our HVAC SEO Services are right for you, if you’re growing and could use a partner that’s fully specialized (while getting all of the benefits of our ‘economies of scale’ – allowing us get the result of an 80k salary in a 50k price tag with an average of 4-5 people touching your account monthly.)
Send us a message now to get started!
Frequently Asked Questions about Search Engine Optimization for HVAC Companies:
What is On-Page SEO?
On-page SEO is anything that’s done on YOUR website, anything that you effect directly with content, links, images, and meta data on the page itself – serving that info up to Google and the visitors on your site.
What is Off-Page SEO?
Off-page SEO is things like your Google My Business information that you enter, directories that feature your data (do they all have the same, accurate information? They should all match, particularly your Name, Address, and Phone Number.) Do you have many authoritative websites linking back to you? Do you have many high reviews, do you have a good reputation around the web?
What is Local SEO?
Local SEO is anything to get you higher for City names + your service, and anything you can do to get higher on Google Maps. Creating city landing pages is a great way to get higher in the main section and maps on Google, local schema markup is helpful as well, and using city names in your pages, and in your backlinks can help too.
What are the 3 components of SEO?
Content. Links. Technical. Content creates the fodder for entry points from Google, Links tell Google your site is worthwhile and other people think so to, and technical SEO makes your website easy to crawl, and understand to Google’s robots!
What is the best platform for SEO?
WordPress is an amazing platform for SEO, because it’s built on the presumption you will be putting out content and is optimized for that, as well as it has a ton of awesome open-source tools that a vibrant community has built to support it’s ‘lead’ in the SEO space. Any platform that allows for clean code, and content rich design + ease-of-use for teams can be a great platform for SEO though. Many SEO teams promote WordPress and Yoast, or WordPress and the Rankmath plugin because that’s what they know. Ahrefs is a great platform for keyword research and the competitive analysis part of SEO, as well as technical audits. Sitebulb, and Screaming Frog are well-respected when it comes to deeper technical analysis of websites.
Further Reading – Original Post from 2020:
When it comes to getting your site to rank higher on Google, it is not the easiest of tasks, which is why you probably came to this post about HVAC SEO tips.
There is a lot of information and SEO companies out there, but a good chunk of those companies and information are not doing the right things to get you to where you want to be.
That is why we made this list of HVAC SEO tips so you can level up your business and get the leads you have been looking for.
Let’s get started!
1. Ensure your Google My Business listing is fully complete and kept up to date
If you don’t have a Google My Business listing, you need to make one ASAP!
You don’t even need to have a website in order to do this so there shouldn’t be anything holding you back from doing so.
So what should you know about Google My Business?
- You can sign up even if you don’t have a website.
- Make sure you’re getting reviews
- Your name, address, and phone number should be consistent across the web.
- Throw in a photo or two of team members and your office, even if they aren’t professionally done.
- Make sure all the fields are filled out – and whip through it.
2. Get More Online Reviews
Getting reviews for your business may be one of the most underrated HVAC SEO tips on this list. You may not think it, but having good reviews is extremely important, especially now that so many people go to them when making a final decision on a product or service.
Thinking your business is doing fine without them? After all, it’s just a review, right? What will that do for my business?
What can 5-star reviews do for my business?
Google uses 5-star reviews when they decide who is showing on the top of the maps. It is also a great way to get more trust from potential customers. When they see the experience other people have had with your business, they are more willing to choose you because they know what to expect.
I already have reviews, I’m good, right?
If you already have some reviews and think all is fine and dandy, you may want to think again.
A few good reviews just isn’t enough, and as your reviews get older, consumers may not think they are as valid. That is why it is important to continue getting them.
How do I get more reviews?
The process of getting reviews may be simpler than you think.
Honestly, it’s just as simple as asking clients that you’ve completed work for. You can do this through a kindly-worded email or phone call.
You may be more likely to get them to do it by making it more likely for them by giving directions or a guide/process on how they are able to leave a review.
It is also a good idea for you to respond to the reviews left on your page whether they are good or bad. When you respond to the negative, it is important to take ownership and how that you are taking responsibility and are trying to improve from past mistakes.
3. Incorporate Video
Video is a great tool for you to improve your HVAC SEO.
With the popularity of video being greater than ever before, this is something that you should be taking full advantage of. Your potential customers are looking to be entertained and are searching for easier ways to consume their information.
Where should I put my videos?
Now more than ever people are going onto YouTube to learn something new. In fact, YouTube is the second-highest search engine only behind Google.
Another great reason for using YouTube as a host for your video is that you are also easily able to embed videos from YouTube into your website pages and blog posts.
How does video help with my SEO?
When you have video, you are able to bring people onto your website for longer and bring up the engagement on the site.
One thing that Google pays close attention to for its ranking algorithm is user engagement and how those users interact with what’s on your page. When you put video on your page, it will help to keep them there for longer so Google can take that information and use it to boost your SEO ranking. This is because it sees time-on-page as people liking your content and seeing it as useful so you can be rewarded for it.
Here is a great video explaining why video is Good for SEO:
4. Optimize Site Speed
These days, speed is king and is becoming more and more important for the users and improving search engine rankings.
When you have a slow site that keeps users waiting, it causes them to become impatient and move on to a competitor’s site that is actually responding.
How can I make my site faster?
This is one of those questions that depends on the way your particular site was built. If you have a site that is built on WordPress like the sites we build, here are some great options for you to utilize.
- When you use image compression plugins, they will optimize your images files so they are optimized for quicker downloads.
- Use caching plugins so you can enable browser caching.
- Remove any of the plugins that you aren’t using and be sure to maintain it.
5. Start Making Quality SEO Content
Content is becoming more and more important for SEO, but it can be difficult to stand out with all the other content out there. That is why good and quality content is important.
Where can I get started with getting good content?
The starting point for good SEO content is going to start with the keyword research. This helps you to target your niche and get them the useful information that they are searching for.
What else can I do for good content?
- Make your content unique and don’t just copy the competition. You can do similar work and improve on what they have done.
- Have content that is user-friendly and written in a simple way for your audience to understand. You are trying to be helpful here, not prove how much you know.
- Make sure your content is laid out with good formatting and headings.
- Try to make your content engaging and interesting. Things like video and graphs are great for this because it will increase engagement and keep people interested.
6. De-index thin & duplicate content
DO NOT SKIP THIS!!!!!
This is a critical HVAC SEO tip for most companies out there.
You want to make sure that your website does not have a lot of thin and duplicating content.
This may seem like a simple and unimportant thing to do, but it is massively important.
How can I check for thin and duplicate content?
You can check for this just by simply looking on the backend of your website and check for duplicates.
You can also just Google “site:yourwebsite.com” to see if a bunch of random and unimportant pages show up for your site.
7. Be Mobile Responsive
In the world we’re living in today, not being mobile responsive will destroy your efforts in SEO.
With so many people browsing the web on their mobile devices and tablets, it is more important than ever to have a website that they are able to navigate and have a good experience with. In fact, more searches are coming from these types of devices over the standard desktop computer and laptops.
Why is mobile-friendly so important for my SEO?
Part of the algorithm Google has is testing your site for mobile-friendliness and indexing websites for mobile-first.
What can I do to make sure that my website is optimized for mobile?
A few things you can do for making sure your website is optimized for mobile are the following:.
- Check to make sure all your content can be accessed from mobile devices.
- Be sure you have a ‘responsive’ design for your mobile design.
Now that you have some of the best HVAC SEO tips out there, it’s time to put them into action. Good Luck!