In part 4 of our series on marketing for HVAC companies we are going to look in to how an effective local search strategy can vastly improve the online visibility against competitors. Local SEO, also known as Local Search, is simply defined as a way to optimize your website to rank better for a local audience. This is very important for HVAC companies that operate within a local service area. There are a few ways that you can boost local search rankings. Let’s take a look!
Google My Business
In a previous article, we talked about Google My Business listing optimization. If you are not aware, Google My Business is an application where users can create a business listing on Google that helps manage their online presence. Your business profile lets you connect with customers across both Google Search and Google Maps. Your Google My Business listing represents 25% of Google Map ranking factors meaning if you don’t have a strong listing, you are less likely to appear on Google Maps during searches. Your Google My Business listing has also become the new “home page” of your website in that when a user searches for your business by name, your Google My Business listing SHOULD appear in the search results page and take up the majority of the page real estate showing multiple points of company information including location, phone number, and email address. This means that a potential customer won’t even need to click the organic link to your website in order to find the most important thing about your business: how to contact you.
A positive review is one of the most important factors when potential customers are trying to make a purchasing decision, so much so that Google and other search engines utilize online reviews as ranking factors. If you search for “hvac company near me” the top results almost always include those with the greatest number of 5-star reviews. It will also help a business appear in the top of Google Map results. The reason that search engines use reviews as a ranking factor is that they want to provide people with the best quality results, so they take good and bad reviews very seriously. Read our past article if you want to learn more about how to get great Google reviews.
Website Content Signals
Any local SEO plan should include website work as there are certain content signals that are important for local search rankings. Content signals should include the location that you are trying to rank for. For example, if your business services the Houston, Texas area, content on your website should include “Houston, Texas”. Location signals should be placed not only within the copy of the site but in various meta data such as page titles and descriptions, image alt tags, and structured snippets. You should also consider writing location-based blog entries and promote through social media.
There are other aspects to local search to consider when deciding to move forward with a full campaign. If you or someone you know needs help with local SEO, contact us or give us a call at 713-309-6380. Brand Ranch Media is a full-service advertising agency. We would love to help you achieve all marketing goals!