{"id":531,"date":"2018-10-24T19:20:16","date_gmt":"2018-10-24T19:20:16","guid":{"rendered":"https:\/\/ebandlmarketing.com\/blog\/?p=531"},"modified":"2018-10-25T14:50:54","modified_gmt":"2018-10-25T14:50:54","slug":"seo-for-hvac","status":"publish","type":"post","link":"https:\/\/ebandlmarketing.com\/blog\/seo-for-hvac\/","title":{"rendered":"SEO for HVAC"},"content":{"rendered":"

SEO for HVAC<\/h1>\n

It doesn’t work and also it does work.<\/h2>\n

People will tell you that SEO is the greatest thing since sliced cinnamon raisin bread. People will also tell you SEO doesn\u2019t work.\u00a0 It\u2019s a waste of time and money.\u00a0 They are both right.\u00a0 It does and doesn\u2019t work and it\u2019s constantly changing.<\/p>\n

Ten years ago, when SEO \u201cworked\u201d you could throw money at a website until it showed up first in search results.\u00a0 Everyone clicked on your site and you made oodles of money.\u00a0 That doesn\u2019t work anymore.<\/p>\n

In the meantime, as we were all getting on the SEO bandwagon, web design evolved.\u00a0 That evolution has shaped the digital market.\u00a0 Websites are now built to include SEO.\u00a0 On-page SEO is now just part of building a website.\u00a0 You wouldn\u2019t build a house that is not wired for Wi-fi, so why would you build a website not wired for SEO? It\u2019s industry-standard, expected and yes, your competitors are already doing it.<\/p>\n

SEO by definition is the process of affecting the visibility of a website or web page in a search engine\u2019s unpaid results.\u00a0 You need it because your competitors have it.\u00a0 It\u2019s that simple.<\/strong> \u00a0A website without fundamental on-page SEO is showing up with a knife to a gun fight.<\/p>\n

In a drag race you want to have the fastest car, at the gym you want to have the strongest muscles and, on the internet, you want to have the most visibility.\u00a0 Visibility wins.\u00a0 Visibility gets the traffic. Visibility gets the phone calls.\u00a0 \u00a0(*Disclaimer: Visibility doesn\u2019t work by itself.\u00a0 Especially not in HVAC.\u00a0 You need a strong brand, a relatable message and positive, believable reviews.<\/em>)\u00a0 For the sake of understanding what SEO is and why you need it let\u2019s assume all things are equal between you and your competitors.<\/p>\n

Which SEO strategies you put in place directly shape your website\u2019s relationship with search engines.\u00a0 And let\u2019s be honest, when I say search engine I mean Google.\u00a0\u00a0 72.37% of all internet searches are done on Google.\u00a0 \u00a082.72% of mobile searches are on Google.\u00a0 You care most about mobile, it\u2019s where your future customers are going to search for you.<\/p>\n

How internet searches work:<\/strong><\/p>\n

    \n
  1. User searches for a need in Google<\/li>\n
  2. Results show up that Google believes will meet that need<\/li>\n
  3. User decides what result to click on to meet their need<\/li>\n<\/ol>\n

    It\u2019s important to tell Google\/any search engine what needs your website can meet.\u00a0 Remember search engines don\u2019t know (or care) if you are a hard-working person, a family-owned business or an all-around great guy.\u00a0 Search is a business model. Companies like Google want to make money and that means getting users the results they actually want when they search for something.\u00a0\u00a0 It\u2019s your job as a business to set up your online presence so that it meets the needs of your customers.<\/p>\n

    SEO can be broken into two broad areas: on-page and off-page.<\/p>\n

    On-page SEO<\/strong> is focused on how your website communicates its message.\u00a0 For example, headlines, page structure and content.<\/p>\n

    Off-page SEO <\/strong>is focused on things that search engines care about but that may or may not be under your control.\u00a0 For example, social networks, your competitors, link building and your audience\u2019s online behavior.<\/p>\n

    Trying to do off-page SEO for a service-based HVAC website focused in a certain area is very often a waste of time and money.\u00a0\u00a0 Implementing an on-page SEO strategy for your HVAC business is a must do! \u00a0\u00a0<\/strong>And here are the important steps.<\/p>\n

      \n
    • Content- This by far the most important part of search engine optimization. Google looks through websites and reads the words.\u00a0 Then shows the most relevant search results it can when people search.\u00a0 You want to talk about who you are and what you do.\u00a0 You want the images on your website to match the words you use.\u00a0 Your text should gracefully use keywords that are associated with your services and brand.<\/li>\n
    • Quality- Create the user experience that your future customer wants. Use good grammar.\u00a0 Use quality images.\u00a0 If Google believes people want to see your website, it will show it to them.<\/li>\n
    • Keyword research- This one gets tricky. You want to come up with a list of words and terms that describe what you do and are also something that a future customer might type into a search engine.\u00a0\u00a0 This is something that people unfamiliar with HVAC often get wrong.\u00a0 Your keywords should not be \u201cAC repair\u201d or \u201cfurnace repair\u201d or \u201cductless installation.\u201d\u00a0 Your keywords should look more like \u201cAC repair in Smith county.\u201d\u00a0 Or \u201chow much is a new ductless system in Smithsville?\u201d\u00a0\u00a0 You\u2019re going to use these words and phrases in your content, your titles and in naming photos shown on your website.<\/li>\n
    • Keeping content fresh- just when you think your work is done, you need new, fresh content. It helps the user experience and supports your search engine rankings by showing Google that your site is being updated and maintained.\u00a0 How often?\u00a0 Weekly is ideal, monthly is ok.\u00a0 But at the very least look at your content quarterly \u2013 you definitely don\u2019t want a spring start up article highlighted on your home page in the middle of December.\u00a0 Having a blog and testimonial page go a long way to help you keep content fresh.<\/li>\n<\/ul>\n

      Generally speaking \u2013 and I have been speaking in general terms throughout this article \u2013 anyone that pitches you Off-page SEO services that sound too good to be true is probably out to take you for a ride.\u00a0\u00a0 Under ideal circumstances an HVAC website can show up well in search engine rankings for about 15 key terms.\u00a0 This will only slightly directly increase profitability unless you are in a major market.\u00a0 Your direct spend on SEO should be less than 20% of your total digital marketing budget.\u00a0 However, the process of optimizing your website with on-page SEO will make it cleaner and better functioning.\u00a0 This will help other efforts like PPC or online ads succeed.<\/p>\n

      Scratching your head?\u00a0 Give me a call.\u00a0 I love to talk all things internet.<\/strong><\/p>\n

      315-685-9500<\/strong><\/p>\n

      Written by: Jeannie Steinbuch, Digital Sorceress<\/strong><\/p>\n

      \"\"<\/p>\n","protected":false},"excerpt":{"rendered":"

      SEO for HVAC It doesn’t work and also it does work. People will tell you that SEO is the greatest thing since sliced cinnamon raisin bread. People will also tell you SEO doesn\u2019t work.\u00a0 It\u2019s a waste of time and money.\u00a0 They are both right.\u00a0 It does and doesn\u2019t work and it\u2019s constantly changing. Ten years ago, when SEO \u201cworked\u201d you could throw money at a website until it showed up first in search results.\u00a0 Everyone clicked on your site and you made oodles of money.\u00a0 That doesn\u2019t work anymore. In the meantime, as we were all getting on the SEO bandwagon, web design evolved.\u00a0 That evolution has shaped the digital market.\u00a0 Websites are now built to include SEO.\u00a0 On-page SEO is now just part of building a website.\u00a0 You wouldn\u2019t build a house that is not wired for Wi-fi, so why would you build a website not wired for SEO? It\u2019s industry-standard, expected and yes, your competitors are already doing it. SEO by definition is the process of affecting the visibility of a website or web page in a search engine\u2019s unpaid results.\u00a0 You need it because your competitors have it.\u00a0 It\u2019s that simple. \u00a0A website without fundamental on-page…<\/p>\n","protected":false},"author":1,"featured_media":532,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[46,11,66,9],"tags":[71,72,73],"_links":{"self":[{"href":"https:\/\/ebandlmarketing.com\/blog\/wp-json\/wp\/v2\/posts\/531"}],"collection":[{"href":"https:\/\/ebandlmarketing.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ebandlmarketing.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ebandlmarketing.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ebandlmarketing.com\/blog\/wp-json\/wp\/v2\/comments?post=531"}],"version-history":[{"count":5,"href":"https:\/\/ebandlmarketing.com\/blog\/wp-json\/wp\/v2\/posts\/531\/revisions"}],"predecessor-version":[{"id":550,"href":"https:\/\/ebandlmarketing.com\/blog\/wp-json\/wp\/v2\/posts\/531\/revisions\/550"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ebandlmarketing.com\/blog\/wp-json\/wp\/v2\/media\/532"}],"wp:attachment":[{"href":"https:\/\/ebandlmarketing.com\/blog\/wp-json\/wp\/v2\/media?parent=531"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ebandlmarketing.com\/blog\/wp-json\/wp\/v2\/categories?post=531"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ebandlmarketing.com\/blog\/wp-json\/wp\/v2\/tags?post=531"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}