Keywords are vital to being at the top of the search results for many different services in many different areas.
But it’s a pity:
They’re mostly ignored by most HVAC businesses that don’t know what they are, how to use them, or how to build their website so that they acquire more search engine rankings.
We’ll talk about what keywords are, how you should be using them, and some tips on structuring your website using your keywords.
Keywords Are Search Terms (Almost)
Keywords are basically what you enter in to Google when you want to find anything. Along with backlinks they’re extremely important if you want to get more leads from your HVAC business website.
If you want to find cat pictures, you type in “cat pictures”.
If you want to find a good kitchen knife, you might type in “best kitchen knife”.
If you want to find check the tire pressure on a car, you might type in “how to check tire pressure”.
Hopefully, you type these searches in and find what you’re looking for.
So, let’s flip things around.
If you own an online shop selling kitchen knives, of course you want your website to come up in the search results for “best kitchen knife”. If you can take the number 1, 2, or even 3 position in the search results, you’ll make a ton of money.
So, how do you get to the top of the search results?
First, you need to tell Google that you have the best kitchen knife. On your kitchen knife webpage, you use the term “best kitchen knife” and other terms that are close to it, like:
- great knife
- sharpest 8” knife
- best chopping knife
- good kitchen knife
- and so on
You can’t just list your keyword and a bunch of related terms. It used to be quite effective, but Google changed their algorithm to return better search results.
So now you need to interleave your keywords in with relevant content, like this:
This is the sharpest kitchen knife that we offer and continues to hold an edge even after hitting bone! Besides being the best 8” chopping knife for prepping fruits and vegetables for all your meals, it can also do double duty as an carving knife when you need to cut a slab of meat. If you’re looking for the best kitchen knife money can buy….
You see, keywords are important to have, but they also need to be supported by good, relevant content.
When you want to rank a keyword in Google, you start with the keyword, then you build your content around that keyword using similar terms and related terms and ideas.
Keywords For HVAC Businesses
Of course, you’re not selling knives. You’re selling air conditioning units, boilers, furnaces, HVAC repairs, duct cleaning and so on.
And let’s not forget:
You’re performing these services in a specific service area.
Want more HVAC leads from your website? No problem.Get more leads!
So in a typical HVAC business you’re generally targeting Internet searches that look like this:
- “Trenton furnace installation”
- “Philadelphia boiler repair”
- “air conditioning repair Boulder Colorado”
- “ac repair Houston”
These keywords have a very targeted intent:
The searcher needs to get something repaired or replaced and is looking for an HVAC company that will do it.
These are the most important keywords to target.
Determining HVAC Business Keywords
The easiest way to determine the correct keywords to target for your business is to do a lot of research. We use many techniques for keyword research, but they generally start with a tool like Ahrefs or SEMRush.
The general idea is to look for the search terms that your customers are using to look for your services and then build webpages around those terms.
Can You Guess At Your Keywords?
You can, but it’s not a good idea.
It’s like fishing.
If you want to catch a certain type of fish, you need to use a certain type of bait. If you use the wrong bait, you won’t catch the fish you want. Keywords work in the same way.
Solid, thorough Keyword research provides tons of value to you and will directly result in your HVAC business getting more leads. Targeting the wrong keywords wastes time and money.
Targeting the right keywords makes a substantial difference to your profits:
Customers land on your keyword pages. If your offer is compelling, they call you and you get a job.
Some keywords don’t directly add to your bottom line, but they make you look reputable to Google. These are supporting keywords and you’ll generally use these in blog posts.
These typically look like:
- “How to change a furnace filter”
- “beaking boiler”
- “thermostat not working”
- “ac blowing hot”
If you want to be a powerhouse, you need to target supporting keywords.
In search engine optimization we have something called “authority sites”. These are sites that Google looks at as being authoritative on a particular topic. Usually this requires you to have lots of keywords (indicating that you have lots of content) and lots of backlinks (indicating that people on the Internet think your site is important).
If you can become an authority site in HVAC topics or even HVAC topics relating to your local area, Google will send you more traffic which will help buoy your targeted “money” keywords for installations and repairs.
In keyword tools this difference is obvious:
A typical HVAC business website will rank for ~50-200 keywords in Google. An HVAC business that targets “money” keywords and supporting keywords will often rank for 2000-3000 or more keywords in Google.
Ranking for more keywords is always better, and Google will treat a site with more content as being more authoritative.
Keywords In Anchor Text
Keywords are also used another extremely important way: in backlinks.
So let’s quickly break down a typical backlink. A backlink is found on a another website and points to your website.
Let’s say the local newspaper does an article on your business and they link to you in the article like this:
So if you need a high efficiency furnace installation call up XYZ HVAC.
The link is “high efficiency furnace installation” and the HTML code for it looks like this:
<a href="http://example.com">high effiency furnace installation</a>
The “high efficiency furnace installation” is referred to as anchor text.
Anchor text is the text used to link to your website from another website. Anchor texts can be anything that the linker wants.
For a typical HVAC website, we see anchor texts like:
- Business name
- “furnace installation in SomeTown”
- “click here”
- “HVAC Services”
Anchor texts are important because they tell Google what other people think your website is about. Anchor texts for businesses have a particular profile when they are natural.
For instance, if your HVAC business website only had anchor texts that said “best hvac installations in Tacoma”, that would look unnatural and suspicious to Google. A normal HVAC business website will have lots of backlinks with anchor text that looks like “website” and the business name.
When we’re link building we try to achieve a natural distribution of anchor text to help the site rank in search results.
Using Keywords On an HVAC Local Landing Page
So let’s put together some of what we’ve talked about above to see how we might build a local lander. For our keyword, we’ll use “boiler repair Corning NY”.
The first piece of the puzzle is the H1 tag. The H1 is the main title of your webpage - most editors will allow you to add more than one H1 tag, but you should only ever use one. This tells Google that this is the primary topic of the webpage.
To target our keyword, we’ll use this H1 title:
Boiler Repair in Corning, NY
From here, we’d write out several paragraphs that talk about boiler repair. We’d sprinkle in related concepts, like “boiler replacement” and “boiler installation”. We’d use H2 title tags for some of the larger concepts so that Google would see these as secondary keywords.
We might add a photo with the a title and caption that talk about boiler repair in Corning, NY, maybe even a photo of a job that is geotagged with Corning, NY coordinates.
If this page didn’t rank highly enough in search results after our optimization, we’d start building links to the page. The links would use anchor text related to boiler repair in Corning, NY.
And that is the general process for getting a local lander to rank for your HVAC business’ “money” keywords.
To sum things up, keyword research is a very important part of your strategy to get more leads from your website. It pays to have good keyword research done and then build out content with that is focussed on and related to your main keyword.
Once you get search traffic to one of your webpages, a large part of the battle is over.
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