Essentially, if your link gets frequently clicked on in the search results, Google assumes that you are a search result worth clicking, and you’ll likely see a corresponding rankings boost. Forget keyword stuffing the title and description – give the viewer a reason to click with bold and compelling titles and enticing offers within the description.
How is this best accomplished?
Use numbers and special characters in your title. Numbers are an easy attention grabbing technique, which is why you see it with some frequency. People are more likely to dive into an article if their mind has some idea of its layout.
Compartmentalizing the data right there in the title can give your content a serious advantage over the competition. HVAC SEO articles might include “3 Ways To Save Money On Your Energy Bill” or “20 Facts About Geothermal Heat Pumps.”
Use parentheticals and brackets. Studies show that CTR is boosted by nearly 40% when articles utilize special characters like numbers and $ signs. It’s such an effective technique – and has such an immediate impact – that I am often surprised when I see a title without special characters.
You could modify the titles above: “3 Ways to Save Money on Your Energy Bill [Step-by-Step Plan] or “21 Facts about Geothermal Heat Pumps (That Will Surprise You)” are very enticing titles, and that makes them commanding and clickable.
Just think of your page title and descriptions as a paid ad. Make them difficult to resist and your click through rates can skyrocket.
Make your description a compelling story, like this:
Clearwater AC Installation - Get 3 Years 0% INTEREST & Payments from Just $63/mo. When You Call Today. Plus Save $1300. Free Detailed Quotes.
You’ll notice there are 13 special characters that will make that description practically jump right into your viewers lap.
Include external, outbound links within your content. All other variables being equal, Google will always rank a site that includes external links over one that does not. It’s confirmed that external linking is a factor, which means you should never publish without external links. Of course, that’s easy enough to do.
What is the most effective way to use external links?
The most effective technique is also pleasingly simple to accomplish. Simply include between 2 and 3 external links in every article, and have them send your reader to valuable resources and authorities on the information they are reading. You can link out to manufacturer websites, Wikipedia, well known media sources, etc. Only link out to sites that are established and authoritative.
Include INTERNAL links as well. This is actually even easier than using outbound links, and it is immeasurably beneficial. In any piece of your HVAC website content, when you publish, make sure to include links to 3-5 older and existing pages on your site.
When choosing those pages, try to select pages that you want ranked higher by Google. These would include your money pages like AC repair, system installation, furnace repair, etc.
Another important piece of advice regarding internal links is this: links are a precision tool. Don’t use them like a shotgun. It’s shocking how often I’ll see a piece of HVAC website content that contains a dozen or more internal links for no apparent reason.
You aren’t using internal links just to please Google. Be certain that your internal links on your HVAC landing pages are relevant to your reader, organically placed within the content, and directed toward pages on your site that could use a boost. This is an internal link to my HVAC SEO webpage.
The words contained in the link are called anchor text. They help Google identify the most important pages and keywords on your site. Simply place the keywords you want to rank for in the anchor text of your internal link, just like you'll see in the example above and the internal links throughout this article.
If your site isn’t fast, it isn’t ranking high enough. Google rarely confirms website ranking factors, but they have publicly confirmed that site speed is among them. There are a number of ways that you can maximize the speed of your site:
Don’t choose a poor host. When it comes to web hosting, premium isn’t just a marketing buzzword. Comparatively cheap web hosts (which shall remain nameless) often have slower loading speeds than premium services.
Use a CDN. Content Delivery Networks are globally distributed server networks, aimed at providing high speed and availability to the end user. Using one makes your site load faster. HVAC SEO is already typically locally targeted – you might think of a CDN as a natural extension of that philosophy.
If you want to convert readers into customers, give them every reason to stay.
I am very glad you made it this far, and I hope you’ve found this informative. Your final tip is one that cannot be overstated:
Use multimedia. Use multimedia. Use multimedia. Many people are visual learners. A mountain of keyword-rich, intelligently crafted text is still going to be difficult for some of your readers to deal with.
Breaking your content up with charts, images, screenshots, and videos is a great way to keep their attention and deliver key principles in intelligent ways. Of course, we’re talking about HVAC SEO – could the inclusion of graphic aids really be called search engine optimization?
Absolutely. Because if we know one thing for certain, we know that Google measures the end user’s experience. Making something valuable to your readers is a great way to make it valuable to Google. I call that a win-win.
Congratulations, You’re an HVAC SEO Expert Now!
Alright, perhaps you’re not. Perhaps no one is. These tips I’ve shared here today are one the keys to knocking off even well-established competition. That is because the field is constantly evolving at the speed of information.
Google keeps SEO marketers on their toes in their never-ending quest for the ultimate user experience, and techniques that are impactful and indispensable today may be less important next year, or in a few months.
Feel free to share this article with your in-house IT department or your web developer but ask them to do it NOW.
At this very moment you now have a huge advantage: these key principles are likely to remain in place for some time, and you just learned how to use them. Furthermore, we will always be here to discover the latest and most effective techniques for HVAC SEO – which means that you can always count on me to keep you informed.
In this article, I’m going to share with you my very valuable and proven formula, including step-by-step instructions on how to implement those key changes to your website and content, and you’re going to be amazed at how easy it will be.
I launched my first website way back in 2001, ACDirect.com. That site has generated close to $50,000,000 in sales from almost 17,000,000 visitors.
Here’s a little perspective: If your site received 5000 visitors each month, it would take 283 years to reach 17,000,000. It’s safe to say that over the last 16 years, what I’ve learned about ranking for the search engines is especially powerful for home services contractors such as HVAC, electricians, plumbers, or any business where you serve a local, residential market.
In fact, we got so much traffic that we spent up to $750 each month just for hosting the site on a dedicated server that could handle the traffic.
I’ve spent over a decade testing and confirming ways to increase the number of visitors to your site, the level of reader retention, and the ratio of conversion from a cold website visitor to a warm client using a few key changes to the way your website content is written and structured.
And, I’ve used these exact techniques to outrank behemoths like Home Depot, Lowes, Amazon, and equipment manufacturers for very important money keywords on a national basis.
So, let’s get started….
SEO – A Game Where the Rules Always Change
SEO has been, for years, arguably the most important weapon in any company’s online marketing arsenal. However, it seems that in the HVAC and home services industry, many web content writers aren’t evolving as quickly as Google and the other major search engines.
Thanks to innovations like RankBrain and Hummingbird, some tried-and-true methods for HVAC SEO writing are no longer effective.
In this article, I’ve outlined 9 ways you can increase your rankings, clicks, and conversions by using modern techniques that play well with the latest evolutions in the Google search engine.
Let’s jump right in.
Try to keep your website page URLs as short as possible. In a massive study of search engine rankings, it was discovered that longer URLs did not fare as well as shorter URLs. This isn’t a difficult technique to execute, but if you’re creating a lot of content (blog article, new website pages, etc.), it can be easy to fall back on using multiple subgroupings, until you have URLs that look like this:
Does that inspire you to click? Me either…
Make the reader’s job easy – include your keyword in that short URL. This is another really simple thing you can do, but it will have a positive impact on your rankings. The keyword chosen for any given piece of on-page HVAC SEO writing should be a part of the URL. A great link would look like this:
Why does this help?
An easy to understand link is also easy to click. It doesn’t alarm or confuse your reader. They trust that it won’t be a spam link, and they will instinctively feel that your content will be as direct and to-the-point as the link that takes them there.
This goes a long way toward building up your trust capital. The heating and air conditioning business is built on trust, referrals, repeat customers, and ethical business practices. It’s important to employ the same principles for your web presence that you employ for your company’s real-world operations.
So, if you create a new page for, say, Carrier AC installation, your URL will look like this:
Employ LSI keywords in your content. In case I’m dropping a term you don’t know here, we’ll pause for a moment to answer an obvious follow-up question.
What exactly are LSI keywords?
Search engines use LSI (latent semantic index) keywords to understand the nature of your business. Essentially, they’re synonyms and words that are closely related to your article content, which Google’s crawlers use like context clues.
This helps in a number of ways. Primarily, it helps the search engine differentiate between similar usages of a word. For instance, HVAC SEO might use the word “Carrier” or “Goodman” with some frequency.
LSI keywords are how the search engine knows you mean the Carrier Corporation, and not a cellular phone carrier, pet carrier, or Carrier Pigeon. Words like “air conditioning,” “HVAC,” “refrigerant,” and so on, those would all be LSI keywords in this example.
Google is very good at utilizing LSI keywords … and their inclusion in your published content will have a positive impact on your rankings.
For HVAC LSI keywords, these include:
- Near me
Just pepper these words into your web page and blog article content in a way that is natural and makes sense in the context of the article.
You will use them to make certain that Google understands the content and nature of your article. Best of all, they’re easy to use; you’ll end up using at least a few good LSI keywords even if you don’t set out to do so.
If you want to really hone in on great LSI keywords, do a Google search for your keyword, and then scroll down to the Related Searches section. The terms that Google shows in bold are usually fantastic LSI keywords. Use them sparingly, however, because, like keyword stuffing and cheesecake, you can have too much of a good thing.
Publish long-form content. 300-500 word blog articles aren’t nearly enough anymore. That may surprise some of you – after all, the average Internet user has a short attention span, right? Except that isn’t true. Studies regularly show that longer content has a tendency to outrank shorter content.
The average length of articles on Google’s first page of results is a little over 1,800. Why is this? Well, longer content certainly has more LSI keywords, and that pleases the search engines. Also, Google is trying to show their users the most relevant and informative content; it may be predisposed toward prioritizing content long enough to provide comprehensive information.
should take into consideration that heating and air conditioning is a field that requires skill and education, and it is unlikely that relevant information can be encapsulated in a short form piece of content.
If you are writing blog articles offering tips on how to improve the lifespan of your air conditioner, or 5 common reasons why your system frequently breaks down, stop wasting your time with 300 or 400 word articles.
If you want to use those articles to improve your search rankings, make them 1500-2000 words each. You’ll only need to post 1 or 2 each month (more is always better) but Google will reward you with vastly improved rankings with these longer and informative articles.
Plus longer articles tend to gain more backlinks due the deep and rich content. And quality sites linking to your website are still the Holy Grail in Google’s eyes.
And one last pro tip that has worked well for me over the years: Begin your blog article headline with the keyword you are optimizing article for, like this:
CENTRAL AIR CONDITIONER INSTALLATION – HERE’S WHY HEAT PUMPS ARE GROWING IN POPULARITY
Give some thought to the title and description tags to improve your Click-Through Rate. Even relatively inexperienced SEO writers know that you should include your keyword in your title tag. Title tags are the results you see on a Google search results page when you type in a keyword, like this:
The description is the roughly 165 characters you see under the title (see the image below). However, many designers neglect to optimize the title and description tag for click-through rates as well. That’s unfortunate, because Google assigns a lot of weight to CTR when it ranks pages – a fact they themselves have confirmed.
I bet we can all agree:
It is NOT easy to create substantial, local web traffic for an HVAC website.
Residential repairs and system replacements are a hyper-local industry, and you’re contending with established competitors, authorities like Home Advisor, and the all-important Google Local 3-Pack, shown in the image below:
This is actually good news for you. Why?
In the old days, keyword density was the name of the game. You could write almost anything, and if your article had optimal keyword density, your page would rank well. That allowed for a lot of black-hat SEO tricks like keyword stuffing, hidden text, spamming, cloaking, article spinning, and bait and switch linking.
If you used your keyword ten times, and your competitor used it thirteen times, you’d be lower in the rankings. That isn’t fair, and it doesn’t provide Google’s users with the best experience. Thus, Google (and their competitors) have adapted.
The adaptations seem aimed at one primary goal: directing searchers to the highest quality content.
Begin by Keeping Your Readers Engaged With Content That Is Compelling.
Today, high quality content is the only real way to keep readers glued to your website. A few years ago, keyword stuffing would get people to click on your link, but it wouldn’t get them to stay. Keeping people engaged is how you convert browsers into customers. It’s very easy to chase people away or lose their attention.
Take a look at this keyword-dense paragraph:
“Welcome to Air Conditioning South Florida. Our air conditioning south Florida experts are the best in air conditioning in south Florida. If you have air conditioning problems, call Air Conditioning South Florida! Call now! NOW!”
Would you continue reading after that nonsense?
Of course you wouldn’t. Neither, it seems, would anyone else. techniques have to be more sophisticated and far less abusive to be effective. Furthermore, since Google long ago became sophisticated enough to identify sites that employ black hat tricks, those sites will rank lower or be entirely removed from Google results.
Here’s How To Get (And Keep) Google Users Reading Your Content
HVAC Seo - 9 Actionable Techniques to Skyrocket Your Authority (and Your Google Rankings!) Right Now!