Why SEO Is Beneficial for HVAC Companies
Competition among American heating, ventilation, and air-conditioning (HVAC) contractors is forecasted to intensify in the coming years amid the ongoing boom in the construction industry, which is expected to grow 4.7% annually until 2025, and the growing demand for energy efficiency.
The recommendation from the Centers for Disease Control and Prevention to improve ventilation systems for better indoor air quality and minimizing potential viral airborne transmission is also expected to make the sector's services indispensable in the mid- to long-term.
Importance of SEO for HVAC Companies
For your HVAC business to survive and become sustainable, your brand should establish a strong online presence. Digital platforms allow you to apply an inbound marketing approach that can help you draw customers when they need you instead of pushing them to contact your company.
A study by Silverback Strategies shows how one's online presence is vital to lead generation and customer loyalty:
- 42% of homeowners start their search online when looking for an HVAC provider while 40% contacted a past provider
- 26% used Google, Bing, or other search engines to look for a service provider
- 10% did their search on social media
- 9% visited review websites
- 7% checked the website of a provider that they haven't tried before
- 4.6% tried an advertisement offer
- 1.1% went through their email inbox for an HVAC promotional offer
These stats confirm that consumers go online for solutions and that there’s a need for various online marketing strategies that can make your business get noticed on the web.
Traditional marketing (print and snail mail, TV, radio, and billboards) has its advantages for reaching local prospects and mature audiences. However, digital marketing can be more effective due to the following:
It has a broader reach amid the internet's accessibility on smartphones, laptops, and desktop PCs.
It's more engaging, as online tools allow you to focus on your particular target audience, and it gives them ways to send feedback through your website or social media channels.
It allows you to determine the results or effectivity of a marketing campaign faster through data analytics, which includes click-through rates, website ranking in search engine results pages, website visitor and social media follower growth, and more.
What is SEO?
SEO is a content marketing technique that uses keywords that are relevant to your business or industry to raise traffic and engagement on your website and other digital platforms. This kind of traffic intends to make your website or social media channel appear on the top three positions of a search engine results list. The basic types of SEO strategies are:
1. Technical SEO
This includes checking your website for lean coding and SSL or security certification, as these factors affect your website's loading speed and how fast search engines can crawl and understand it. Making sure that your website displays correctly on mobile devices is also part of technical SEO. Mobile-friendliness is a ranking factor in Google. Moreover, 40% of mobile device owners won't engage with a business if its website isn't mobile-friendly.
2. On-page SEO
This covers optimization of permanent and regularly updated content on your website, including blogs and testimonials. URLs for inner pages, title and heading tags, meta descriptions, and internal links should also carry keywords. On-page SEO also entails having a clean, professional-looking, and easy-to-navigate website design.
3. Off-page SEO
This refers to earning backlinks or links to your site from other pages that increase your site's credibility. Mentions of your brand in conversations outside your site or on social media platforms also help you get noticed by Google and other search engines.
4. Local SEO
This focuses on making your business appear on a search engine's "Local 3-Pack" or its top three recommended local business listings. Registering your company in the business listing of Google, Bing, and others is key to achieving this position.
5. Voice SEO
This involves ensuring that your content has a high SERP ranking and contains relevant and conversational words and dialogue-friendly lines. These qualities make it easy for search engines to pick information from your site, which voice assistants then use to answer queries of smartphone and smart speaker owners.
Advantages of SEO for HVAC Companies
HVAC companies can benefit from SEO marketing through:
1. Higher website visits
It may take 6 to 12 months before you can see your SEO campaign push your brand to the upper spot of an SERP, but once you've reached that point, the results won't disappear quickly and can only snowball. A well-established strategy can drive your URL's average click-through rate to 11% (for third place), 16% (second place), and 28.5% (for first place).
Moreover, organic traffic—or visits to your website from a search engine's organic results instead of paid ads—contributes to 53% of trackable website traffic.
2. Higher close rate
The chance of closing a sale is 14.6% for SEO-generated deals, compared to the 1.7% close rate of outbound (print ads or direct mail) leads.
3. Competitive advantage at a more reasonable cost
Once your SEO strategy is in place, your online channels and your ranking can enjoy consistent traffic over time, unlike pay-per-click ads, which only boost site visits as long as you pay for every click of your chosen keyword. 64% of businesses are currently investing in this cost-effective strategy.
Choose Our SEO Services For Your HVAC Company
Do you need help with your SEO strategy? Our team at Hello SEO can take care of your content optimization needs for brand awareness and more fulfilling client journeys, so you can stay on top of your projects and work crews. Contact us today.