Outshine Your Competition with HVAC SEO Techniques for 2024

Traditional marketing methods like flyers or word-of-mouth can only go so far. In today’s digital-first world, most customers turn to Google when they need HVAC services. That’s where HVAC SEO (Search Engine Optimization) comes in.

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HVAC SEO is not just about driving traffic—it’s about attracting people who are actively looking for your services. It’s a set of strategies that optimize your website or business listing so that when someone googles for HVAC services, like “AC repair near me” or “heating installation,” your business shows up at the top of search results. SEO helps you connect with these potential clients right when they need you. It’s like having a 24/7 salesperson working for you online​.

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In this guide, we’ll dive deep into the essentials of HVAC SEO and provide you with practical examples. Let's go!

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HVAC SEO tips to get you started

Let's lay out the blueprint that will help your HVAC business get noticed when customers are searching for services like yours.

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Targeted keyword research

Think of keyword research as finding the cheat code that gets you in front of your ideal customers. You need to identify the terms people use when they’re looking for services like yours so that you can craft content to address their needs.

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What types of keywords should you target?

You'd want to look for both informational and transactional keywords. Informational keywords can be common HVAC questions like "why do air conditioners leak?" while transactional keywords like "vent contractor near me" suggest imminent action. In the next part, we'll show you how to use these keywords effectively.

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Spy on competitors

To find more relevant keywords, don’t reinvent the wheel—just look at what your competitors are doing. Analyzing their keywords can show you what’s working and where they might be missing the mark.

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Keyword research tools

Tools like Ahrefs or Google Keyword Planner are great for discovering high-intent keywords that can drive real traffic to your site​. Ahrefs is highly recommended as you can also spy on the keywords and the whole SEO efforts of your competitors.

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Content strategy for HVAC contractors

You identified two types of keywords, now it's time to prepare two kinds of content to match them. Matching your content to the searcher’s intent helps you connect with potential customers in a way that feels helpful and genuine, rather than sales-y.

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Write long-form content

If you have a blog, we recommend utilizing informational keywords in your posts.  Start by creating long-form content filled to the brim with HVAC information to serve as a helpful resource that for people looking to fix HVAC problems themselves. For example, you could create a step-by-step guide to fix AC leaks.

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These informational keywords and long-form content may not directly generate new leads, but the reader is more likely to remember you in the future when they need HVAC services.

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Match transactional keywords to your landing pages

People who search online using transactional keywords are typically looking for a new HVAC service provider so keywords like "hvac contractors" are best utilized in your landing page content. Structure your page content in the PAS framework (Problem, Agitation, Solution). That way, you acknowledge the readers' need, reinforce the problem, and state your services as the best fix for their problems. Next, sprinkle keywords and their variants throughout the content but don't overdo it. For instance, you need keywords like "residential hvac contractors" or "hvac services for homes" in your residential services page.

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Content gap analysis

Another content strategy is to spy on your competitors to learn what they or don't write about. This way, you can create content that fills those gaps and positions you ahead of the competition. For instance, if your competitors don’t focus much on seasonal HVAC maintenance, creating content around that can give you an edge.

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Proper formatting

Don't stop there. Make your content easy to skim with clear headings, bullet points, and straightforward language. Each page should have a unique title and description that hooks the reader while still including those important keywords. Remember, people are looking for solutions, so make sure your content answers their questions clearly and concisely​.

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The nuts and bolts of on-page SEO for HVAC websites

On-page SEO focuses on web page elements to ensure search engines can easily find and render them. This is critical as pages that can't be rendered will now show up on search results.

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Mobile-friendly website

More often than not, people will find your HVAC business on their phones. That means your website needs to look and work great on mobile devices. A slow, clunky site will send users running to your competitors. A mobile-friendly site with quick load times and simple navigation keeps visitors around longer and boosts your chances of converting them into customers​.

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This is tricky and you will need a pro to make your website mobile-friendly. If you need help, Serphead is comprised of page speed optimization experts who know how to tweak your website's code. Book a call with us to learn more.

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Clear website structure

A well-organized website is like a well-maintained HVAC system—it runs efficiently and everything is mapped out. Make sure your every page can be found in either the main menu or footer to make them accessible for both visitors and search engines.

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Conduct regular PMS

Regular technical check-ups can catch issues like broken links or slow-loading pages, which can impact how well your site ranks. Fixing these technical glitches helps ensure your site stays in top shape.

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Keep it secure with SSL

Ever notice the little padlock symbol in the address bar when you visit a secure website? That’s SSL in action. Not only does SSL protect your customers’ data, but it also signals to Google that your site is trustworthy. An unsecured site can turn potential customers away, so make sure your site is safe and secure with HTTPS.

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Mitigate effects of duplicate pages

Use self-referencing canonical tags on all your pages to guide search engines toward the correct version of each page. This helps prevent issues like duplicate content or URLs with tracking parameters from being indexed. Without these tags, you risk diluting your SEO efforts and confusing search engines about which page to rank higher.

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Boost your online presence with local SEO

When someone’s heater breaks down on a cold day, they’re not looking for an HVAC company three states away—they want help fast and close by. Local SEO helps you capture those “near me” searches, making it easier for local customers to find and contact you. Being visible in local search results puts your business right where it needs to be.

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Optimize your Google Business Profile

Your Google Business Profile is like your business’s front door online. Make sure it’s welcoming and up-to-date with all the information your customers need. Post regular updates, respond to questions, and keep your hours accurate. A well-maintained profile not only boosts your rankings but also provides potential customers with the confidence they need to choose your services.

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Create profiles on other directories

Set up profiles on Bing Places, Apple Maps, Better Business Bureau, Yelp, and other major business directories so potential clients can find you anywhere. Keep your business details consistent across all platforms to avoid confusing your audience.

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Create landing pages for each service area

If your HVAC business serves multiple areas, location-specific landing pages can help you connect with more local customers. Each page should be tailored to that area's unique needs and optimized with local keywords.

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Leverage customer reviews

Reviews are a goldmine for local SEO. They don’t help your rankings but they will convince potential customers that your HVAC services are reliable. Encourage happy clients to leave reviews on Google and other platforms, and make it a habit to respond. Engaging with reviews shows you care about your customers’ experiences, and it builds trust​.

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Build authority with off-page SEO

A link is a clickable word or phrase found in web pages, articles, or blogs that directs users to other sources of information. Beyond guiding readers, links are powerful tools in SEO. Links act like endorsements from other websites. When one site links to another, it signals to Google that the linked site is credible and trustworthy. The more high-quality backlinks you have, the more Google perceives your site as reliable, which can boost your rankings in search results.

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Focus on earning backlinks from local business directories, industry blogs, or community websites. These links not only drive traffic but also signal to search engines that your site is worth visiting.

Link building is time-consuming so if you need help, Serphead's link building services will get the job done for you.

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Need help?

Running an HVAC business today is more competitive than ever. With so many contractors vying for attention, having a solid online presence is mandatory. In a crowded market, HVAC SEO tips we just shared with you can be your ticket to standing out and attracting more customers.

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But keep in mind that Google is constantly updating its algorithms, which means the rules of SEO can change without warning. Your time could be best used managing your core operations rather than keeping tabs on Google.

If you partner with Serphead, we will keep your HVAC website stays ahead of these changes and continue to generate qualified leads for your business. Book a free call with our team and we’ll create a plan tailored for your HVAC business.