When it comes to running a successful HVAC business, online advertising is a necessity. You need to get customers’ eyes on your business, and the best way to do that is through Google. While HVAC SEO is an absolute must, it should be combined with pay-per-click campaigns for optimal results.
In this post, we’ll talk about how to conduct keyword research for SEO, how to use your keywords in your content, why pay-per-click is a better option to get your website seen, and how the two synergize to help your business .
How HVAC SEO works for your businesses
Did you know that the number one result you get? 32% of clicks on average? Search Engine Optimization (SEO) is an essential part of running any business with a website. The higher the rank, the more visitors your website will receive.
This process starts with proper keyword research. Ranking on Google can be extremely competitive if you don’t know what you’re doing.
Logic would dictate that you should try to rank for the keyword “HVAC”, that keyword may not be the best one to target.
Although it sees up to 1 million searches per month, it is a very competitive keyword. This high amount of competition would make it difficult to rank for this keyword.
There may be other keywords that are more intent-focused, such as “air conditioning services” or “air conditioning companies.”
using Google Keyword Planner and other tools is an absolute must, you can find less competitive keywords with high monthly search volume.
92% of search queries are long keywords. Use long tail keywords with your geographic information to narrow your search group.
If your business is based in Florida, there’s not much purpose in attracting the attention of a potential customer from North Carolina whose CA just stopped working.
Use your location in your keywords. For example, try to rank as “Best HVAC Repair in Miami” to target your market and separate yourself from the pack.
Once you’ve decided on the keywords you want to rank for, it’s time to get to work. You can distribute the keyword throughout your site’s content to help it rank. Blogging is a great tool for this, it gives you the opportunity to rank for several different keywords, optimizing your ranking.
It’s important to use your keywords in specific places to ensure you rank:
In the title and some subtitles of your post
In the meta title and meta description
Most importantly, within the first paragraph
Throughout the body of your text
In alt text (alt text) for images and visual content.
Researching and using keywords is only the tip of the iceberg, as there are several other off-page SEO tactics you should be implementing. One of these is the backlink. There are three types of backlinks.
Natural links: Links to other sites not provided by the page owner, for example someone linking to this HVAC SEO blog on their own site.
Manually created links: Have customers and influencers share your links.
Links of own creation: add an inbound link in an online directory, forum, blog signature or press release with optimized text.
There are more avenues than ever to create link banking opportunities now in the age of social media marketing, Reddit, forums and influencers, guest blogging is also a very good option. Now more than ever you have no shortage of ways to use off-site SEO. Knowing this, let’s look at some of the alternatives.
Using pay per click to dominate the search engines
Although SEO is an important part of running your online business and has the advantage of being free outside of the cost of labor, it is not enough for your business to thrive on its own. SEO can also take months to produce results. HVAC SEO is especially competitive. As a result, you need to use pay-per-click (PPC) ads to stay ahead of the game.
Google prioritizes PPC ads, showing them ahead of ALL organic search results.
We prioritize PPC because it puts you at an advantage. It provides your company with immediate market entry, while HVAC SEO can take a long time to pay dividends. You’ll get your website in front of customers much faster. Your content will be placed at the top of Google search results immediately.
This is what your search engine results page (SERP) call campaign will look like.
Another reason we prefer Google Ads, it allows you to create different types of campaigns, each effective in its own way.
We find call campaigns to be particularly effective. These place what is known as a call tracking number that redirects to your business at the top of Google results.
Your company will convert inquiries into calls immediately. They also allow you to track calls to your ad, so you can track its effectiveness.
Every online business should have a landing page built to generate conversions!
Another important aspect of your ads is to make sure they take the user to a landing page. These are independent pages on your website that prominently feature a call to action (CTA) and are designed specifically for conversion.
It can be a “Call Now” button or a form that the user fills out to submit their information to your company.
You can look at a blog post using organic SEO, but if the user journey doesn’t end in conversion, it’s all for naught.
Budget is important to consider when implementing PPC advertising, especially in the HVAC industry. Keywords are expensive and you should have someone who knows the game to get the best results. It’s best left to the experts.
PPC and SEO go hand in hand to create a successful advertising strategy.
Master the SERPs: Both are keyword based and allow you to take up more space on the search engine results page (SERP). If someone sees your website as a top ad and result, they are more likely to click on it. This creates high brand awareness.
Achieving keyword symbiosis: There is an element of synergy with keyword management for SEO and PPC ads. You can see which target keywords are performing well in your ads and start using them organically. The opposite can also be true.
Retarget your audience: Pay-per-click advertising is also incredibly effective at retargeting people who have already been to your site. If you get a click due to organic traffic and they venture off your website, you’ll retarget them with PPC ads. As mentioned above, these will also take them to a specific landing page tailored for conversions.
Take on the local market with Pacific54
Pacific54 has all services to help your business grow. With years of experience we have created a marketing system that generates conversions for all our clients. We take all the work out of keyword research for you, planning an HVAC SEO campaign that works and optimizing your PPC ads to get more calls.
Contact P54 today to take over Google search results.
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