If you are trying to drive traffic to your website—and in turn increase sales—then you need to be seen in Google search results. If a potential customer searches Google for HVAC services, they are going to end up with a lot of results, so how do you improve the chances of them seeing your company in their results? Keep reading for tips on how to best utilize SEO- Onsite and Local for your HVAC company.
Onsite SEO
Onsite SEO involves enhancing the functionality of your company’s website to better attract customers to your business. How do you do that? There are several ways you can optimize your website. One way is to invest in high-quality, original images. Sure, you can use stock photos, but your potential and current customers are likely to be more engaged if they haven’t seen the images on your website somewhere else already. Making sure these images have applicable alt-tags and appropriate names is key because then they will appear in relevant image results.
Another way to improve your onsite SEO is to place keywords in appropriate places and create content that will appeal to searchers. This involves a little bit of research and an understanding of search intent. Search intent can help you decide if you are wanting a keyword to guide searchers to a service you provide, or if you would get higher traffic with a blog post. This leads to the next important factor: E-A-T. Expertise, Authoritativeness, and Trustworthiness. You want to create content that showcases an expert view on your services. Using reliable, trusted sources to back up statistics and claims in your content is valuable and builds trust with your readers.
Finally, you need to ensure your website is both desktop and mobile user friendly. Smartphones and tablets are more widely used than computers. According to Google, over 50% of website traffic is from mobile devices. This means that if your website is not mobile user friendly, a potential customer will most likely leave your website to find another website that they can more easily navigate on their device.
Local SEO
Local SEO is all about reaching your local market and driving traffic to your website. If your HVAC company operates in Tucson, AZ, it makes no sense for your company to be in a list of search results for someone in Flagstaff, AZ. So how can you improve your rankings in search results and guarantee you’re being seen by local searchers? One of the most important ways you can optimize your ranking in local search results is having consistent information about your business across the web. This means accurate location, contact information, and hours of operation—these need to match up across Google, Yelp, social media pages, and any other website where your HVAC company may be searchable. If your company has multiple locations, each location needs to have a verifiable address and distinct phone number.
As you’re verifying details about your company on third-party sites, it’s worth exploring directory sites where your company isn’t currently listed. Create profiles on sites like Thumbtack, Angie’s List, and HomeAdvisor to increase your chances of being seen on page 1 of Google search results, where these sites dominate the rankings. If you’re listed in these directories and have favorable reviews from customers, your company name will be featured among top search results.
Next, you’ll need to complete your Google My Business profile and upload high-quality images of your business location, your team, and any other photos you feel are relevant. With Google My Business, you can respond to customer reviews, and responding to these reviews can improve your local ranking in search results. Don’t focus solely on Google reviews though; it is important to pay attention to, and respond to reviews on other review sites, such as Yelp. If you happen to get a less than stellar review, respond and offer to resolve the issue via email or phone. Potential customers seeing you appropriately receive feedback and remedy the situation will be more likely to consider your company compared to a company who responds negatively or ignores negative reviews.
Connecting with your audience via social media can also boost your local views. Sharing content and responding to comments can improve your visibility because engaging and popular social media pages will pop up in more users’ feeds.
If you’re ready to master onsite and local SEO for your HVAC company, the digital marketing experts at Anchor Wave can help. Reach us toll-free at (520) 622-3731.
