HVAC companies are always services that people seek based on reputation and reviews—customers want to ensure that they’re working with the best and that they aren’t overpaying for the services that they need. Whether you’re tackling your own local organic marketing efforts or you’ve decided to outsource or ask for help, this guide will cover everything you need to know to maximize your local SEO strategy and get the leads you’ve worked so hard for.
Local optimization is all about making sure that your location is known and that you’re reaching out to audience members within that local area. There’s no sense in your HVAC company marketing its central air unit sale to customers three states away—of course, it may not always be that obvious. To make the most of your optimization efforts to rank higher in local search, here’s what you need to know.
There’s no reason to scrap all of your hard work up to this point. You may not have to, thanks to SEO audit tools. These tools will allow you to review all of your existing content and see how it stacks up for local SEO purposes. It will help you eliminate content that’s no longer useful and highlight the best content. You’ll also find places and ways to work in keywords so that you improve your reputation and ranking in the eyes of Google and other search engines.
Formerly Google My Business, your GBP is a must-have asset for local optimization efforts of any kind. You need to claim your listing if you haven’t already, verify it, and fill it out completely and consistently. Double-check your name, address, and phone number (NAP) and compare it to other listings online—do they match? If not, you need to revisit all of your citations and standardize them to a single style. Make sure you utilize the categories and other areas of your Google Business Profile, too.
Sometimes, people assume that local optimization just means tacking a city or neighborhood onto their existing keywords. While that might be the case for some of them, there are plenty of other trending keywords out there. Not only that, but you need to make sure that you’re using the most relevant ones to get the best organic results from local search. Utilize tools like Planner or SEMrush to help you research local keywords and phrases that you need to capitalize on in your SEO efforts.
As a local business, word of mouth is going to be one of your most valuable assets. This includes getting reviews and testimonials on your website, on business directories, on social media sites, and anywhere else you can. Make sure that you let everyone know you appreciate their kind words. If you happen to run into negative reviews, don’t panic. Just address them and even if you can’t resolve the issue right away, you’re at least showing that you’re trying to fix the situation.
You should attempt to share reviews on your website, and consider offering customers a discount or special offer for putting in a good word for you. Make sure that you’re going through reviews on all websites periodically to check for new negative reviews or others that may need to be addressed for one reason or another. After all, poorly kept reviews are often worse than none at all.
Once you’ve done the audit to see what needs to be changed or optimized, you’ll need to divide that into two categories: on-page (website) and off-page (everywhere else) content. When it comes to your website and blog, you’ll want to utilize things like:
You will need a solid balance of short-form and long-form content, so the best thing to do is see who’s ranking in the top for your area with HVAC services and then take a look at the content that they offer. Longer content can build credibility and authority ratings while short-form content can be quick and easily digestible for people who are in a hurry.
Make sure that you find any instance of your HVAC company online and optimize it for local search as well as for high-quality content. That way, Google will rank you as an authoritative source and you’ll get higher rankings in local search results.
One of the best ways to build your reputation as a local HVAC service leader is to network with others in your industry, as well as contractors and partners that you work with on a regular basis. This kind of networking will show that your company is reputable because it has solid connections within the industry and throughout the world of heating and cooling, in many different ways. Building links and networking is about creating quality connections, so don’t just start collecting links or getting listed just anywhere—this relationship building is far more about substance than straight numbers.
And with all of these new efforts that you’ve implemented, are you ready to field the incoming leads? That starts with a 24/7 answering service and when you partner with the virtual receptionists at Smith.ai, it continues with assistance for appointment scheduling, lead intake, and so much more. Plus, we can even help you with outreach campaigns and outbound sales support, giving you a full set of resources from a single team.
And as always, it comes with a plan that’s tailored to your specific needs so that we never miss a beat. Let us take care of the details so that you can get back to the job at hand. To learn more, schedule a consultation or reach out to us at firstname.lastname@example.org.