13 Digital Marketing Tips for HVAC Contractors

To survive in today’s marketing landscape, HVAC contractors fully understand that an online presence is required. Resistance to digital marketing techniques was rampant in the heating and cooling industry, until failure to implement such techniques started to directly impact the livelihoods of contractors and their families. What was once considered a forward-thinking outlook, is now one that is non-negotiable. Any small to medium sized business owner can relate to the concept of adapt or die. So yes, internet marketing can be time consuming, frustrating, and downright painful, but it is also a path to earning revenue, and supporting your employees and their families. Here are 15 digital marketing tips to get you started on the right track:

1) Follow The Data

There’s lots of old habits in the internet marketing industry, and many of them are no longer effective. Just because something worked 10 years ago, doesn’t mean it will today. So how can contractors determine what will work? Follow the data. Using tools like Google Analytics, the performance of websites, pages, and advertisements can be tracked and analyzed. Here’s what data might lead an HVAC contractor to:

  • Audience: Who your audience is and what they value
  • Engagement: Which types of content engage consumers mores effectively
  • Process: The consumer’s journey proceeds through several checkpoints, all of which must be optimized

2) Track Everything

It’s not possible to follow data that doesn’t exist, which brings us to our next tip: track everything. The aforementioned Google Analytics is a great tracking tool, and it’s free. Other paid options like Moz and SEMRush allow companies to track their online campaigns, and services like SpyFu even empower companies to track the campaigns of their main competitors. Here’s what to look for:

  • Clicks: How many users are clicking on your site after seeing it on search results
  • Links: What kinds of links are coming to your website
  • Rankings: How are your Google rankings fluctuating over time

3) Be Social

You don’t have have to go to fundraisers to connect with other businesses in 2018. All of it can be done online through social media. Whether its B2B networks like LinkedIn or more customer-centric platforms like Facebook and Instagram, there’s no shortage of options for HVAC companies looking to expand their brand awareness. Some of the best content to publish on social media includes:

  • Blog Posts: Written posts from your website’s blog
  • Curation: Endorsements of 3rd party content that your audience might find helpful
  • Promotions: Discounts or other promotional materials

4) Content Quality Over Quantity

Flooding the net with 300 word blog posts won’t draw any meaningful attention to your brand. Instead focus on crafting higher quality, longer-form blog posts of 800 words or higher. These pots have a greater chance of being shared via social media, as well as linked to from 3rd party websites. There’s no shortcuts to creating great content, it takes time and consistent efforts to reach its full potential. Quality content is:

  • Engaging: Holds the average reader’s attention
  • Unique: Cannot be found elsewhere on the web
  • Valuable: Offers important or noteworthy info to the reader

5) Brand Your Company

To establish a favorable online presence, consumers should associate each instance of your company with its overall ethos. To do so, a web-ready logo must be included with every representation of your company. That means business listings, social media, and perhaps most importantly, your company website. An effective digital brand is:

  • Appealing: Provides distinguishable value to the consumer
  • Consistent: Remains uniform in image and description
  • Visible: Is regularly apparent on all corners of the web

6) Stay Flexible

In a realm as uncertain as internet marketing, it is important for HVAC companies to refrain from becoming attached to a single idea or methodology. Because Google regularly evaluates its algorithm, change is the only constant. Contractors should be ready to adapt to new information, and to implement processes that might not align with initial theories. To be a digital success in 2018, the status quo must be relinquished. Changes come in the form of:

  • Behavioral Tendencies: Changes in the behavior of your target consumer (i.e. increased use of voice search)
  • Data Shifts: Prompt and considerable changes in tracking data
  • New Information: Recently released info regarding algorithms or new technology

7) Out With The Old

Manipulative tactics used to rule the SEO industry, but Google has gotten much better at detecting and penalizing such behavior. Tactics that fall under this category are known as black-hat SEO tactics. Link schemes, sneaky redirects, and the aforementioned keyword stuffing. Just because these methods worked 15 years ago, doesn’t make them worthwhile today. In fact, the opposite is true. Steer clear from:

  • Auto-Generated Content: Low quality content written by AI for SEO purposes only
  • Keyword Stuffing: User intent matters more than verbatim keywords in today’s market
  • Link Schemes: Posting URL’s in blog comments and forums to drive up inbound links

8) Link With a Purpose

Earning quality links from 3rd party sources can be a slow but rewarding process. The best way to earn links is by writing objectively great content, that provides value to your target consumer. While inbound links are rightfully appealing because of their potential influence on SEO, they aren’t the only type of link worth pursuing. Internal links from one website page to another is helpful for navigation, as are external links leading to relevant content. Every link should be:

  • Helpful: Provides value to the user through assistance of some kind
  • Relevant: Relates to the topic of both the linked and destination page
  • Sensible: Applied with anchor text that makes sense to the reader

9) Monitor Business Listings

Some heating and cooling companies wonder how listing directories gather their contact information, if they have never manually submitted it to a given website. The answer is data aggregation. Services like Neustar and Acxiom collect contact info from public records, and disseminate it to directories throughout the web. Because businesses often change some aspect of their contact information during the company’s tenure, misinformation can spread quickly. Make sure listings are:

  • Accurate: Possess accurate name, address, phone number, and website info
  • Branded: Display your company logo and about-us description
  • Claimed: Are controlled by your company, usually through business verification

10) Map Your Location

Modern searches utilize location information to match users with nearby business. To be matched to appropriate consumers, you must map your business location using geo-coordinates. Once your business is marked on Google Maps and other GPS devices, customers will find your information more easily and therefore be more likely to contact you. You’re HVAC company is also more likely to appear on:

  • Google 3 Pack: The map portion of Google search results
  • Knowledge Graph: The boxed profile on the right hand side of search results
  • Mobile Search: Results for nearby mobile users

11) Target Mobile Users

Most website visitors in 2018 access your site via mobile device, most commonly their smartphones. While desktops have not been removed from society completely, their usage rate has lowered significantly, and it is time for businesses to adapt. Design a website with the mobile user in mind, first and foremost, and make it as simple as possible for smartphone users to locate and contact your HVAC company. Aspects of mobile usage includes:

  • Display: How your site presents on a smartphone or tablet
  • Location: The presence of geo-coordinates for mobile matching
  • Navigation: How simple it is to navigate your site on smartphone or tablet

12) Define Your Audience

With more information available than ever before, defining your target audience is critical. To properly market to consumers, you must know their respective needs and preferences, and trends that manifest in the aggregate. This way, you can narrow your focus and appeal to a defined group, with the hope that many convert into leads. For example, your market might be especially interested in energy efficiency tips. Here are some ways to define your audience:

  • Age: The age range
  • Location: The general location
  • Needs: Which services they need most frequently

13) Hire a Professional

As prideful as they are, many heating and cooling professionals believe they can handle every aspect of their business without outside influence. Of course anything is possible, but the question for contractors should always be, what is best for business? In this case, what is best for business is investing in an HVAC internet marketing service to handle your online promotion. Marketing pros help with:

  • Content Quality: With more resources at bay, pros can produce higher quality content
  • Scheduling: A professional doesn’t forget to post on social media because they’re busy, it is their job
  • Time Management: Outsourcing digital marketing services gives contractors the time necessary to devote on their everyday operations

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About The Author

HVAC Webmasters is a digital marketing company for heating and cooling technicians across the country

Follow on Twitter: https://twitter.com/HVACWebmasters

10 Local SEO Tips you can Implement Today

As a business owner, you’re very well aware of how important your company’s website is, and its ranking on Google’s search. The majority of traffic goes to the first few results, you always want to take necessary steps to make sure your site reaches on the first page of Google. This is a challenge for most business owners

10 SEO Tips for Contractors and service companies

A walk through with SEO(Search Engine Optimization) for contractors may seem a bit complicated. But no need to worry, here are some basic things you can do to help boost your ranking.

1. Use Unique Titles for Each Page of your Website

It is always recommended to have a unique title for the pages of your website. Such as your home page or pages that have high ROI. You can either have unique title descriptions, or you can choose not to put any description at all. Definitely, shouldn’t have duplicate title descriptions. These are big mistakes that sites with lots of pages make and it’s something that is strictly against Google’s terms.

SEO Image

2. Do Some Research on Keywords

Keyword Research is to learn about what exact “terms” people use when they search for something on the web. Well, these “terms” usually change depending on localities. With the help some of the great free tools, you can find these “terms” for yourself. Google’s Keyword Planner plays a vital role in any keyword research. It helps you to find the most commonly used terms and the average number of searches for that keyword in your area.

Computer Keyboard for SEO Marketing

3. Searches based on Locality

The Top Google Search Results are generally dominated by ads from major brands. The amount of space available for your site to appear is limited. But, when it comes to searches for local businesses, Google always prioritizes on delivering local search results over National or International search results that hold more general search terms.

So, a brief understanding is required of what customers are looking for and then build the content of the page to conjoin those keywords.

A small tip for business owners is to get listed on all popular local directories like Yelp, Google Maps, etc.

4. Include Keywords in your Permalink

A permalink is a permanent link to your page and posts, and it doesn’t change with time.
Permalink structures of some sites include numbers to identify pages, which is bad for SEO and doesn’t look good either. Always use texts in URL structure and make sure to include Keywords.

Instead of having a URL this: http://companyname.com/?link&id=16
Make something more like this: http://companyname.com/yourblog/

5. Write Great Content

Unlike the ’90s and early ’00s, when SEO was considered to be keyword stuffing, where you dress your page with all the keywords and get away with it, this won’t work anymore as Google has blasted this practice and could even penalize your site for that.

Modern SEO is focussed on providing relevant information about the content what customers search for. If your site provides good user experiences like answering people’s question or helping them with the right solutions for their need. Google will recommend it to more people.

Writing great SEO content for Contracting Companies

6. Provide Easy Social Sharing Option

One of the best ways to get traffic to your website is through social sharing. When users find relevant information from your page, few of them might consider sharing it. That’s why the use social sharing buttons is a big must. That way, your post is ready to be shared whenever a user’s mood strikes.

Social Sharing for Contractors and Service Businesses

7. Keep your Website Updated

Dynamic pages often rank higher than static ones. That’s the main reason why blogs, forums, and directories rank high on search engines. They are always being updated with new content. Frequently updated contents on your page directly imply that your business is on and active.

8. Avoid Frequent Domain Name Change

Historical data is often used in rankings. So, the age of the URL does play a role in search results. If you change your domain name too often, your page will never rank at the position it deserves. Great content in a website with a lasting domain name matters a lot.

9. Avoid Using Things that could Slow Down your Website

Site speed plays a vital part in ranking algorithms. Site speed reflects how quickly a website responds to web requests. Get rid of any non-essential items, from your website like large images, flash graphics and unnecessary plugins that could increase the page load time.

Slow Web Pages Cost SEO

10. Include Image Alt Tags

Google encourages the use of alt tags for images in your page. Each image should have an alt text. Not just for SEO purposes but also because visually impaired people otherwise won’t know what the image is for. Google places a relatively high value on alt texts to determine what is in the image, also to determine the topic of the surrounding text.

Writing great content and following the above steps will hardly take a few hours and will lead you to gain optimum results. Be patient cause SEO is not a one-time activity. You will start to see some traction over days.

None of the above matters if you create content that sounds monotonous. Allotting some time per week for your page contents will definitely perk you up with your site’s ranking.

Author Bio:

Kiran Babu works closely with the digital marketing team at ReachOut Suite in optimizing websites to drive maximum, qualified traffic by gaining visibility in search engines.

6 Steps to Successful Internet Marketing for Your HVAC Business

6 Steps to Successful Internet Marketing for Your HVAC Business

For heating and air conditioning companies, 2017 should be the year to stop relying solely on traditional advertising methods. Dependence on Yellow Pages, TV, radio and print advertising is netting companies a smaller and smaller portion of the market each year. To stay competitive, HVAC contractors need to implement an effective online marketing strategy.

The best way to tackle this is step by step. There’s a ton of information out there and it’s easy to get overwhelmed or confused by the endless flow of marketing advice. What really matters is taking care of the fundamentals first and setting your next priorities accordingly.

In this article, we’ll look at a few ways to get your company’s online marketing on the right track. Set the foundation right and create plenty of room to grow. This is not by any means a comprehensive or unattainable list. Rather, we’ll provide an overview of the basic building blocks needed to set you up for future success and make it easier to scale and grow your digital marketing.

1: Website Design

Quality web design should be a top priority when you start looking into overhauling your online marketing efforts. Your website needs to look great, load fast and function well across desktop and mobile devices. Get in touch with some website design services in your area to get a good idea of what’s involved with a redesign and how much it will cost.

2: Claim Your Local Listings

Your company’s Google My Business page is an invaluable asset when it comes to local search rankings. If you don’t have a page set up, make this a priority. If you already have a page, make sure it is updated with accurate contact information and photos. This will give you a better shot at showing up in the map results.

Don’t forget to set up your local profile on Bing and Yahoo as well. Bing is gaining a larger portion of the search engine market every day, so don’t miss out on your opportunity to connect with Bing, Yahoo and Google users.

3: Get Those Online Reviews

Encourage your happy customers to leave reviews online. Five-star Google reviews will show potential customers that your company has a solid track record of providing great customer service and quality work. It will also show Google that your business is valued and trusted.

4: Optimize On-Site for Local SEO Results

While accurate search listings and good reviews are essential off-site components, on-site optimization will send the right signals to search engines and help you attract more relevant traffic. Some fast and relatively easy changes include the creation of location-specific, keyword optimized landing pages and optimized urls.

Take a close look at the content on your pages to ensure it is informative and relevant to the search phrases that drive traffic to that page.

5: Optimize for Conversions

Better SEO rankings will help bring more traffic to your website, but it’s up to you to turn those visitors into leads and customers. Make it easy for potential customers to contact your business. That means using strong calls to action, displaying your phone number prominently and using a form fill on every landing page – one in the header and one in the footer.

6: Invest in PPC Advertising

These days, ranking high organically is just one piece of the digital marketing puzzle. If you want your company to appear above the fold, you need to invest in pay-per-click advertising. The best place to start is with Google AdWords. This is Google’s advertising platform. It allows users to create ads and bid on keywords.

The process of setting up an account, creating ads and bidding on keywords is pretty straightforward. However, professional copywriting, optimized landing pages and knowledge of AdWords advanced functionality will result in a far better ROI. That’s why so many HVAC contractors hire a marketing firm to set up and manage their PPC efforts.

Conclusion

It’s important to remember that good digital marketing is an ongoing effort. While this article highlights a few of the basic building blocks, implementing the changes will take some technical proficiency. If you do not have an in-house team of developers, designers, writers and SEO strategists, it might be a good idea to talk with some online marketing agencies in your area.

Find a good agency that can work with and make the most out of your budget. It’s 2017, the perfect time to start improving your online visibility.

By Guest Author Stephanie Gordon
https://www.mybizniche.com/

How To Utilize Search Engines For Your HVAC Website

The topic of discussion today is SEO, and how those of us in the HVAC industry can properly use search engines to our advantage to get more traction and traffic to our websites. I have utilized this technique and have seen some great results when seeing the data and noticing the growth in organic traffic.

Understanding How Search Works Today

To best understand how to fully utilize search to get visitors to your website, we must understand a few things about search.

Personalized Search: Search engines like Google are trying to deliver the best results to their users. They care about this feature more than their advertising platform. If you and your friends did a search you might populate different results because Google is trying to decipher exactly what you are looking for.

For Example, I am a giant sports fan, so most of my searches throughout the year will consist of searching up player performances and team news. My friend who may not like sports at all will not get the same results for some specific searches. I tried this out when my friend and I both searched the vague term “Brooklyn.”

My search results: Brooklyn Nets: NBA Basketball Team, Info about the Nets are the top results

My friend’s search results: he will get results about Brooklyn the city, and the top results will reflect trying to acquire information about the city of Brooklyn.

Search is trying to determine what results we are looking for without us having to mention it in detail using the search bar. The goal for the search engine is to provide a seamless and intelligent answer.

This concept of search is important to know for any industry.

How To Improve Traffic To Your Website – Organically

When I talk to my colleagues about buying services like SEO, we come to this discussion on what we are paying for. Many companies try to sell you rankings for specific keywords, which is a bad sign. No matter what anyone tells you, nobody can promise you rankings for words, and if they can, those are probably not words that will drive you traffic, leads, or any business. Buying keyword rankings is a flawed concept but many people fall into this vicious sales pitch.

seo

What Should You Be Buying?

If you are planning to improve your positioning on search, it is best to buy into a company that is selling you a practical and technical strategy.

But What Does This Mean?

Taking into consideration the customers’ needs: Sometimes in something as technical as HVAC we do not understand that our customers do not understand the technical aspects of their heating and cooling systems.

A lot of SEO companies will try to promise you positioning on fat head terms like

  • Air Conditioning Repair [ City Name ]
  • Heating Repair [ City Name ]
  • Furnace Repair [ City Name ]
  • Boiler Repair [ City Name ]

This is not a bad strategy to start off with, but a person who is only promising you this is not being realistic when coming up with a strategy to optimize for search.

These terms are good to have, but nobody can promise you rankings for these specific terms. There are only ten slots available on Google’s first page results, and these generic terms are usually occupied by 3rd party websites like Yelp, Yellowpages, Homeadvisor, and Thumbtack. The realistic picture is, for these search terms you only have 3-4 slots to rank on the first page.

This is due to:

  • Competition
  • Authority of 3rd party sites

How Do We Reach Our Customers With Search Engines?

The answer that I have discovered to work is developing content that speaks to your audience.

Your audience has more questions to ask than just air conditioning repair.

They want to know why their air conditioner is not working, they want to see exact matches to their concerns, and they want to know if they call you, you know what you are doing.

Long form content is the best way to tackle your customers’ concerns, and this can simply be done in the form of a blog post.

Examples of this might include:

  • Why is my air conditioner leaking water?
  • Why is my air conditioner leaking water?
  • Why is my air conditioner not blowing air?
  • How do I clean my air filters?
  • How do I clean my furnace?

These are some examples of targeting specific customers and their problems.

What Are The Benefits Of This Strategy?

  • These terms are less competitive: If you know who your competitors are, and you do a search for these specific technical issues, you will notice the results are drastically different from when you were just searching for broad search terms like “air conditioning repair.”
  • They will rank better in search: Because these terms are less competitive, they are more likely to do better in a national and local search.
  • Tie this in with the concept of personal search: As I discussed earlier this concept of tackling low competitive content will directly benefit your customer’s personal search results. If you can make that initial interaction between the searcher and your website, that visit is logged into their history. This means that Google will know they have visited your website in the past, and it will populate results for broader terms that are more competitive because it knows you got the answer you were looking for from a different search query.

Conclusion:

Understanding SEO is a tall order, but you can always simplify any form of marketing to just tying together the goals of the business and the needs of the customer.

Reach out to your customer, make content that will answer their questions and you will set yourself up to position yourself as a company that understands the industry, and be recognized as a trusted technician.

The more pages you produce, the more chances you have to generate more traffic. I highly recommend an HVAC technician to write about the needs of their HVAC customers, because we are on the front lines. We understand the customer, and we want to help them.

Make a list of your most common repair requests, and then make a list of requests you believe are rarely called in for. Reform these requests in the form of a question, and write a piece of content that will respond and answer the question. Make your page easy to navigate to the correct service, and have your phone number visible to call for service as well as other information like savings or coupons that can be clearly seen to convert the customer.

Content is the key to conquering the much-confused topic of SEO and in the technical place of HVAC we need to reach out based on our understanding of how the customer views their heating and cooling systems.


About The Author:  Chris Maderazzo is the owner of the heating and cooling company Easy Air and Heat. He has also established himself as a well-known and widely respected professional in the electrical contracting and service industry. His attention to detail along with superb leadership qualities has what helped him be successful in all his business ventures for the past 20 years.