Category Archives: Local SEO

Mar '21

The Essential Local SEO Guide for HVAC Contractors

Over my 10+ years crafting and executing Local SEO campaigns for professional HVAC companies much has changed, from algorithm updates to consumer search behavior.

One thing that has remained constant is the value of appearing on search results for local queries like hvac company near me.

I’m Nolen Walker, the founder and CEO of HVAC Webmasters. Based on my 10+ years of experience as an SEO agency owner, I’ve written the ultimate guide to Local SEO for HVAC companies.

Local SEO’s Impact on HVAC Companies

Local SEO for HVAC is the practice of optimizing your HVAC business for local searches on Google and other search engines.

Specifically, the practice targets Google Map 3-Pack rankings with your Google Business Profile and regionally-targeted landing pages for traditional organic results.

Local SEO encompasses various SEO practices, including NAP citations, Google Business Profile, and local website landing pages for HVAC companies.

Why HVAC Companies Need Local SEO

Local SEO is tremendously important, given how potential clients typically search for your heating and air services (by location). Over the past decade, my agency, HVAC Webmasters, has worked with thousands of contractors, producing favorable local SERP results.

Check out some of my agency’s case studies to learn more.

Not only should your organic on-page and social media content include a focus on local keywords that rank well for geographic factors, but there are additional elements to local SEO that you can employ to help search engines like Google recognize where you are.

This is what ensures you’re prominently displayed in SERPs. Some of the local SEO elements that a strong internet marketing plan will include:

Citation Management
Google Business Profile management
Embedded Google Maps on Contact Page
NAP Consistency
Review Management
Schema Markup

You don’t have to know how to execute these variables yourself to have a successful HVAC website.

However, you need to leverage experts in local SEO (like us) who can dial in all the pieces of the puzzle to make your site look strong and logical when Google retrieves location-specific results for users.

MOZ listed these (and several other factors) when considering local search ranking results, and it’s worthwhile to consider that some elements weigh more heavily than others when moving the dial on your SERP position.

Google Map 3-Packs appear at the top of SERPs for most local queries like hvac contractor near me, ac repair services near me, and various other phrases.

Local SEO Ranking Factors for HVAC

Once HVAC companies understand the importance of ranking locally, they naturally wonder how to influence rankings.

Google Maps and Google Search rankings are based on separate algorithms, so each will require unique solutions. That said, some aspects of each algorithm carry over to the other one.

Below, I will outline local SEO ranking factors based on first-hand experience with hundreds of HVAC companies. Mastering each factor gives your company the best chance to rank on both Google Search and Google Maps.

Though Google’s algorithm continuously evolves, it is important to establish a baseline of best practices for consistent growth in your industry.

Google My Business

Claiming and optimizing your GMB listing is critical to local SEO. You can claim your business here and start ranking on the Local Map 3-Pack. Of course, optimized listings perform far better than empty ones.

You should ensure accurate contact information, upload unique photos, and provide answers to the FAQ. You should also enter your website URL in the appropriate GMB field.

Google My Business, now known as Google Business Profile, serves as your local SEO foundation. Without a listing, ranking becomes implausible. Sometimes, HVAC companies have more than one listing, so you should merge the two listings.

Furthermore, it would be best if you decided whether to list your address publically since most HVAC businesses are quality as service area businesses (SAB). Your GBP listing will also serve as a central hub for your Google Reviews, which we will discuss below.

You can share your review link, email signature, and other promotional content in your marketing materials. Google Business Profile reviews have the greatest influence over Google Maps rankings and increase GBP conversions.

Google Reviews

Generating Google Reviews is critical to HVAC companies’ local SEO success. Google makes it easy to share your review form by providing you with a shortlink, which you can then share with customers.

Still, HVAC companies often forget to stay on top of the review generation process. Investing in a local SEO tool like DataPins solves the problem for good.

DataPins sends automated review requests to customers after finishing jobs. When customers leave Google Reviews, your company gains more credibility and converts more prospects.

In addition to requesting reviews, DataPins also empowers contractors to perform jobsite check-ins.

If you provide enough service, customers may eventually leave negative reviews. A few negative reviews won’t hurt your business, but responding to each review makes sense.

If they decide to return and use your company, try to remedy their problems and ensure great service. Remember that prospects are watching how you react to every review.

DataPins

The DataPins tool does more than just increase review request conversions. The app also helps HVAC companies rank for more keywords on Google Maps and the Google Map 3-Pack.

One of the most significant ranking factors on Google’s Map 3-Pack is the content on the associated website.

Each Google Business Profile contains a field where the business can enter its website URL. When that website features DataPins, it powers the entire Google Business Profile.

The Map 3-Pack algorithm can now detect the various services you offer (via DataPins captions) and the areas where you performed the jobs.

3rd party studies have confirmed that nearly 50% of all search queries are undetectable, with a large portion of those being long-tail keywords.

For example, a string of words like american standard air conditioner repair service in hershey pennsylvania is not something you can find on keyword research tools. Still, it represents the type of query that drives visitors to your Google Business Profile.

NAP Citations

The terms “NAP” and “Citations” are often used interchangeably, but the best way to understand them as critical elements for local SEO is to look at what they represent: Name, Address, and Phone (N.A.P.).

It’s a no-brainer that potential customers searching for local HVAC businesses via Google will want easily accessible contact information.

Especially if the issue is emergent—such as a broken furnace in the middle of winter—a viewer needs to be able to find your phone number in seconds to schedule a repair!

NAP data is important for user experience, demonstrates to Google that your site is well-developed and useful, and explicitly communicates contact information.

This makes you a great fit for searches that invoke your stated service area (determined via location keywords or the address listed), which means Google and other search engines will give your site higher rankings to meet the need.

NAP is important for your primary HVAC website SEO—including on-page content, a thoughtfully designed Contact Page, structured data usage—and your secondary websites.

Think of social media business pages, Google Business Profiles, directory listing pages, etc., which are the citations for your HVAC business.

All of these potential entry points are opportunities to provide a great user experience by ensuring NAP is consistent, the pages are optimized, and you’ve managed citations across the web.

This establishes authority and reliability regarding your overall web presence, giving your local SEO game a huge boost.

Local SEO Content

Organic content has a significant, long-term impact on your ability to rank well for local SEO. For Localized Organic Ranking Factors, the on-page signals count for 26% of your ranking score.

What does this mean? It’s (hopefully) no surprise at this point that you need high-quality copywriting on your website.

You can’t put a single paragraph on a webpage about HVAC services and expect that to inform your potential customers in any meaningful way, nor will it reward you with a top spot on the search engine results page.

I will go ahead and beat this point to the ground: Google wants what your site visitors want.

When potential customers click through to your website from the results page or a citation page, they expect to find relevant info. There is no value if you have generic or lackluster content or minimal content volume.

You’re not adding anything worth reviewing; thus, you aren’t considered an optimal candidate for Google to serve up in the rankings.

We know that quality content is necessary for HVAC businesses, but incorporating location keywords into the content will impact local SEO.

It’s one thing to kick butt for the keyword search “best heating company,” but if the user follows suit with typical behavior, they’re going to tack on their city name or zip code to get more tailored results.

In fact, Google often prompts adding “near me” or even the user’s city (based on location services). You will not seem relevant if you haven’t optimized your service area (or areas).

Utilizing strong H1 tags with the city name alongside high-performing search keywords will help your site make leaps in bounds.

Domain Authority

Another factor to consider is Domain Authority. In a nutshell, MOZ’s metric, domain authority, is a 1-100 ranking that can help gauge the strength of your site relative to other trusted domains via links.

This means outgoing links to reputable organizations (such as unions, trade organizations, libraries, etc.) and incoming links that establish your content as traffic-worthy.

This doesn’t mean you should engage in shady linkback tactics. Instead, it reinforces an organic SEO strategy that acknowledges good content, providing value for the internet and those who use it, as the lynchpin of an effective internet marketing campaign.

Receiving links to your website from nearby organizations can bolster your local reputation and cultivate relationships.

User Experience

User experience always counts. If your site’s bounce rate is high—which means that viewers aren’t spending much time on pages—Google interprets that as less-than-engaging (perhaps due to superficial content or slow page loading) and will penalize sites that don’t seem to grab users.

On the other hand, mobile websites with a strong response via clicks to call will be perceived as helpful and relevant.

Content and information must be good, accessible, and accurate. However, you must also ensure that all typical user experience elements are intact.

This includes:

Engaging Design
Intuitive Site Navigation
Obvious “Call to Action” Buttons
Optimized Image Size For Device
Prompt Page Loading

A strong website UX contributes to local rankings, just like SEO in general. Click-to-call buttons are especially helpful to local consumers.

Local Keyword Optimization

Local keyword optimization is not unlike traditional SEO but focuses on local terms and phrases. Company websites will still want to follow standard optimization protocol, as the best practices remain valid when crafting a local keyword strategy.

My agency, HVAC Webmasters, is a leader in online marketing for heating and cooling companies. I’ve worked with contractors in this industry for decades and know what it takes to market effectively to their core audience.

Local keyword optimization consists of the following:

Body Content: Distribution of local terms throughout the body text
Meta Descriptions: Inclusion of local phrases within web page meta descriptions
Title / Header Tags: Placement of local keywords within title and header tags
URL Slugs: Disposal of local terms within URL slugs

Optimizing for local terms using the WordPress content management system is straightforward and intuitive.

With WordPress, website managers can easily manage title and header tags, body content, and URL slugs. Internal linking is another tactic that emphasizes HVAC keywords.

Link to your most important pages from other internal pages, and use the anchor text for the keyword. Of course, ensure that your terms make sense to the reader and never engage in spammy keyword placement.

Keyword research for local SEO can yield lower search volumes with lower difficulties. Remember that many local queries don’t register volume on research tools but still drive traffic to your website and GBP.

E-E-A-T

Experience, expertise, authoritativeness, and trustworthiness are characteristics that Google looks for in local HVAC websites.

These principles are becoming increasingly important because of the new search generative experience and the emergence of AI-driven content technology.

HVAC websites can demonstrate E-E-A-T in various ways, including an informative About Us page, an embedded review slider featuring verified feedback from Google My Business, Yelp, and other trusted sources, and showcases of recent jobs (like pins and check-ins from DataPins).

Check out each letter of the acronym below:

Experience: Demonstrate hands-on experience with HVAC services
Expertise: Convey expert status related to the HVAC industry
Authoritativeness: Earn endorsements (links, mentions, etc.) from other credible sources
Trustworthiness: Accumulate and showcase customer feedback, primarily through reviews

E-E-A-T considers more than just your website because it looks at its relationship to other digital entities like your Google My Business profile or your Facebook Business page. As a result, it’s important to invest in a comprehensive branding strategy for your digital presence.

Making The Most of Local SEO for HVAC Companies

Local SEO is crucial to your online presence as an HVAC company. Most of your target consumers will search queries like ac repair near me and view the results within the Local Map 3-Pack. As a result, it’s vital that your listing appears within the pack.

The techniques above, including citations, GMB optimization, review generation, and DataPins, are each essential to ensuring local map rankings.

Beware of misinformation regarding local search optimization for HVAC contractors. Ensure your sources have experience and expertise.

For example, I’ve provided digital marketing services to heating and cooling companies for over a decade at my agency, HVAC Webmasters.

My entire process is dedicated to helping you rank for local terms on Google and other search engines.

Mar '21

The (2024) HVAC Google Maps Guide (for Higher Rankings)

I’m Nolen Walker, the founder and CEO of HVAC Webmasters, and one of my agency’s primary services is Google Maps optimization. I’ve helped thousands of heating and cooling professionals rank on Google Maps and the Google Map 3-Pack over the past 10+ years.

Over that timeframe, I’ve learned a lot, and Google’s algorithm has also evolved. Still, optimizing Google Maps remains an essential component of an HVAC company’s digital marketing campaign.

My guide aims to educate HVAC professionals on the importance of Google Maps and provide strategies and techniques to maximize its impact on your digital marketing campaign in 2024. My insights are based on first-hand experiences working directly with local HVAC companies across the United States.

Table of Contents

How Google Maps Helps HVAC Companies Get Customers

Google Maps is a web mapping service from Google that provides aerial viewpoints, satellite images, and interactive views of locations, streets, and neighborhoods in real-time.

Its importance to HVAC contractors stems from its connection to the world’s most popular search engine, Google, which ranks local businesses in its Local Map 3-Pack for relevant search queries.

Because HVAC companies are service area businesses (SABs), storefront traffic or driving directions don’t apply. However, appearing within Google search results for queries like “AC repair near me” is critical to lead generation.

Getting Listed on Google Maps

The first step is to claim your Google Business Profile (GMB) listing so it is eligible to appear on Google Maps. Once you’ve verified your business address, you can appear on search results within Google Maps and the Map 3-Pack.

Organic Web Traffic From Google Maps

Over 80% of HVAC companies’ website clicks are from local searches, many of which originate from Google’s Local Map 3-Pack. Google delivers three Google Maps results for local search queries based on their criteria and the searcher’s location.

Screenshot of Google Maps 3-Pack Featuring HVAC Companies

Google Maps Ranking Factors

Google Maps rankings are based on three clear criteria: distance, relevance, and prominence. Your business must master each to show up for various keyword terms within your service area.

Let’s take a closer look at each factor:

Distance

The distance of your verified address to the searcher’s location is a local ranking factor. Business owners can’t directly influence distance aside from moving their location (in real life) and re-verifying their profile.

Relevance

Relevance measures how closely your business listing relates to the searcher’s query. For example, if someone searches for an HVAC contractor in Miami, FL, a listing with both “HVAC” and “Miami” in its official brand name can be expected to rank well on the Map 3-Pack.

Prominence

Google uses signals from external sources (like credible links and brand mentions) to determine a business’s prominence. One signal is reviews; the more reviews your Google listing has, the more prominent your business becomes.

Google Maps Optimization for HVAC Businesses

While some Google Maps ranking factors are outside of your control as a business owner, there are steps you can take to optimize your business listing for increased Google Maps visibility.

Below, I will outline my recommended Google Maps optimization strategies for HVAC professionals.

Screenshot of Google Maps Search Results Within Maps Interface

Business Address

Your business address directly impacts proximity to the searcher’s location. HVAC companies can hide their address by checking the box for a service area business (SAB). Since most HVAC companies don’t have a storefront business, the SAB options may be appropriate.

In either case, your address must be legitimate. You cannot utilize a virtual address or share space for your GMB listing. Google may suspend your listing, which will entirely eliminate you from search results. You can apply for reinstatement but must prove that your business truly exists at its listed location.

If your business is not generating any leads through Google Maps, you might consider moving to a different office location. You’ll want to target a location near the center of your primary city or perhaps move to another nearby city with a larger population.

Website URL

The most undervalued aspect of Google Maps rankings is your connected website URL. Google scans your connected website for information and keywords while also considering its domain authority. Optimizing your business website can directly impact Google Maps rankings.

I invested millions into creating a software tool called DataPins for my HVAC clients to insert digital branded signaling, such as E-E-A-T and schema markup, onto their websites. My clients’ success using DataPins is incredible.

Because the pins created through the DataPins app mention services like AC coil repair or Lennox gas furnace repair, Google Maps can scan these various terms and phrases, providing a better context for ranking the associated business listing.

Google Reviews

Google Reviews are another direct ranking factor on Google Maps. While there is no shortcut to getting legitimate reviews, I included an automated review request feature within my DataPins tool so HVAC companies can send SMS and email requests to customers after completing a service.

Avoid any instinct you may have to purchase fake reviews or ask friends and family members to leave fraudulent reviews, as this can result in a suspension that will wipe your listing off the map entirely. You should also be cautious when responding to negative reviews and remain professional.

Some customers will inevitably leave less than 5-star reviews. An aggregate rating between 4.5 and 4.9 is ideal since some customers may become suspicious of a perfect 5-star rating. If you get a bad review, respond professionally and offer to remedy the situation.

NAP Citations

Citations on directories like Angi, BBB, and Yelp can help establish the prominence of your Google Business Profile. The search engine can increase prominence by gathering consistent information (name, address, and phone number) about an HVAC company from multiple trusted sources.

You can manually “claim” or manage that listing on any citation page, ensuring your business’s information is correctly listed. You can also pay a third-party service to claim and optimize NAP citations on your behalf.

In addition to name, address, and phone number (NAP), you can generally include other data with these citations, such as your website URL, boosting your SEO.

Google Posts

Publishing Google Posts further optimizes your listing and can also increase conversion rates. Have a summer special? Create a Google Post. Running a local contest? Create another Google Post.

Think of Google Posts as social media for your Google Business profile. While they don’t directly impact rankings, they can affect engagement.

If you are unsure how to create a Google Post, follow this guide. You’ll find the process simple and something you can do within minutes. You can even attach a call now button or sign-up button to get immediate conversions.

Ranking Outside Your Main Service Area

HVAC contractors often ask me about ranking in cities outside of their main service area. For example, a company with an address in Frisco might ask about ranking in Dallas. Unfortunately, Google Maps always prioritizes businesses with a physical location close to the searcher’s location.

Their criteria are based on storefront businesses where customers must walk or drive to the exact location to use services or purchase goods. This doesn’t help service area businesses like HVAC companies, who travel to people’s homes to perform services.

There are occasional exceptions in which the competition is so low in a specific area that Google Maps will show a business in a nearby city. However, this will only happen in a city with a very small population.

I advise HVAC companies to utilize my DataPins software to send as many location signals as possible to Google. While you still won’t rank in all your service areas on Google Maps, you can appear in traditional organic results for queries, including various city names.

Next Steps for Google Maps Optimization

I hope my Google Maps optimization guide provided education and context on how you can leverage it to generate leads for your company. Most of the steps outlined in my guide are ones you can perform manually or delegate to a staff member.

HVAC companies looking to increase their Google Maps lead generation significantly might be ready to invest in professional services. My agency, HVAC Webmasters, has over 10+ years of experience optimizing HVAC listings for Google Maps. You can contact me today to discuss my process in detail.

Feb '21

The Ultimate Google My Business Guide for HVAC Companies

I’m Nolen Walker, and I’ve been helping HVAC companies set up their Google My Business listings for over ten years. In fact, I’ve been doing this since the listings were called “Google Places.”

Key Takeaway

While GMB setup, verification, and optimization components have evolved over the past decade, the benefits of a GMB listing for HVAC companies have remained consistent.

Leads from Google Maps and Google Map 3-Pack remain among the most coveted and profitable in the entire industry.

With this in mind, I’ve developed an ultimate guide to Google My Business for HVAC companies based on my 10+ years of first-hand experience working directly with local heating and cooling companies throughout the United States.

What is Google My Business for HVAC?

Google My Business or Google Business Profile is a free profile and tool for HVAC companies to showcase their business on Google Search and Google Maps.

Business owners must verify their business (via postcard or video) to edit information and manage the profile. Once verified, a GMB listing showcases your company’s business name, phone number, hours of operation, and other info.

Why HVAC Companies Use Google My Business

Over a billion people currently use Google products and services like Gmail, Google Maps, and Google Business Profile. For better or worse, Google is mammoth.

Whether you are watching YouTube or performing a simple search to help you decide on dinner tonight, your life is being affected by Google. As an HVAC contractor, you can leverage the unfathomably huge audience that Google boasts of for the success of your business.

My guide outlines how your Google My Business listing can gain you more customers and increase brand awareness, as well as how you can utilize it to the maximum effect.

Google My Business Components

Google My Business listings are essential to a broader digital marketing campaign for HVAC companies. Effective SEO and reputation management campaigns are only possible for companies with a GMB listing.

The three main benefits of GMB are:

Local 3-Pack

Google’s Local 3-Pack is at the top of 93% of local Google searches. Without a GMB listing, your HVAC business can never appear in these results. This is a massive missed opportunity as most Google users click on the top 3 search results and rarely click on lower results.

Reputation Management

GMB usually accounts for the consumer’s first interaction with business reviews. Your aggregate rating is prominently displayed on your listing when users search for your company name or find you in a general search for HVAC companies or services. As a result, generating consistent Google reviews is essential.

Key Insights

When you set up your GMB profile, you will see how people find your business, what keywords they use, and even what kinds of people are looking at it. Google data can give you invaluable insight into who you should target in subsequent marketing and ad campaigns.

Creating a GMB Listing

Setting up your Google My Business listing starts here. You enter your business’s name and fill out the information requested during the setup process.

Watch the following video for step-by-step instructions

Address Verification

You may not have a central office or location as an HVAC contractor. You may operate out of your home. Still, your business must have a physical address for it to be verified, so you may have to use your home address.

If you don’t want your address listed on your GMB profile, follow these steps

Step 1: Log in, click on the “Info” tab, and look for your address listing.

Step 2: A pencil icon should be next to your address—click it to open the editing menu.

Step 3: Towards the bottom of the menu, you will see an option for “Clear Address.” Click it.

Step 4: Click “Apply.”

Your address should not be hidden on your public GMB listing.

Adding Multiple Locations

If you have multiple offices serving different areas, you can manage them all from a central GMB account.

Step 1: Head to the “Location Groups” tab.

Step 2: Click the “Add Location” option to add a single location or import locations.

Step 3: If you have more than one place to add, choose import location and receive a template to fill out with all of your business location information.

Step 4: if you want a single spot, click “Add single location” and fill out the fields.

Business Claims

If you find a claimed business matching your company info, you have already created an account, or someone else has.

If someone previously claimed your business, Google will give you a hint for their email address. If this doesn’t help, you’ll need to choose the option for “Request Access.”

You will then provide business and contact info to help verify that you are the business owner. Google will then contact the person who claimed the company and get back to you within a week.

Check with other team members about existing Google My Business listings that may be attached to their Gmail addresses.

Getting the Most from GMB

Now that your HVAC Google My Business listing is set up, it’s time to optimize it for maximum customer response. Here is a list of essential optimizations you should make for your GMB profile:

Q & A’s

GMB allows you to populate your GMB listing with Q&As about your business. When your profile goes live, filling out some essential Q&As about your business is a good idea. Think about the most common questions you have heard from customers in the past and add them to your profile.

Pro Tip: Customers can also provide answers about your business, so review any contributions for accuracy

Add Photos

Adding high-quality, relevant photos to your GMB listing can increase website clicks by 1,065%. These numbers reveal a direct correlation between GMB photos and search performance. Remember that the images you add should be relevant to your business and your services.

They could be photos of you and your crew, your service vehicles, and on-site work. Ensure the images are high-definition and not blurry.

Add Service Locations

As an HVAC contractor, you will likely service more than one city or area. You must list these service areas on your GMB listing.

Here’s a simple tutorial on recording multiple service areas on your Google My Business listing. Make sure to list all the places you service to show up on more local intent searches.

Consistent NAP

NAP stands for name, address, and phone number. Google doesn’t like inconsistent NAP information and will omit listings for the same business if their NAP info differs from one site to another. It may seem mundane, but it’s a mistake many people make.

You must ensure that your business name, phone number, and address are listed and spelled the same way across all platforms. That means your official website, your GMB listing, and any review websites you may be listed on (and you should be listed on all of them, by the way).

Service Listing

Being thorough with your service listing will also help you appear in more searches. Make sure to add every HVAC service you offer on your GMB listing. Remember to update your service list if you have recently added new services to your repertoire.

Maximizing Google My Business for HVAC Companies

Google My Business is essential to every HVAC marketing strategy. Claiming and verifying your listing is free and something you can do yourself without a professional agency.

However, there may come a time when you want to increase your GMB visibility. I invite you to contact me personally to discuss my experience maximizing Google My Business success for HVAC companies. I will discuss how my DataPins software can influence your listing during our conversation.

Meanwhile, my guide outlines the various steps you can take to get your listing up and running. From verifying your listing to adding unique images and FAQs, GMB optimization can pay dividends for your business.