Search Engine Optimization (SEO) is a process of optimizing your website and its content to make it more visible and rank higher in Search Engine Results Pages (SERPs) organically. The goal of SEO is to increase the quantity and quality of traffic to your website through organic search engine results.
We’re experts in the field and have been ranking local services businesses for difficult keywords for over 25 years.
SEO is free organic traffic, and being in the top #3 spots for major keywords is a huge boost for any business. However, SEO takes time to develop and there is wide variance based on local market conditions.
SEO Process:
Step 1 - We start with on-site SEO, we optimize your website for keywords in titles, tags, text, URLs.
Step 2 - We also optimize your website for purposes of conversion optimization. We want to make it easy for a potential client to find your USPs, make sure you’re a good fit for their needs, and contact your HVAC company. This optimization process has resulted in up to 43% higher conversion rates for clients we’ve worked with. In practical terms this means you generate more leads and more revenue per visitor to your website.
Step 3 - We optimize your Google Business Profile, Google Maps listing, and focus on your Google customer reviews. We build our content on your website in the form of blogs and other forms of keyword-optimized pages.
Step 4 - We build out citations and backlinks. We research your local competitors, looking for key citations and backlinks that can be replicated.
Step 5 - We monitor results, providing you with documentation on content we’ve created and distributed as well as how it’s affecting your Google rankings.
On-Page SEO:
This is the basics of SEO, making sure that your website is well-optimized and tagged to let the ‘spiders and bots’ know what your website keywords are.
This is essential to the process but you won’t rank keywords by just optimizing your website for SEO. It’s a necessary foundation block.
Citations:
Citations are websites that mention your business name and address, as a form of business listing. Some examples of this are Yelp, Yahoo and Bing.
Citations are essential to the process of SEO but you won’t get more traffic this way. Citations are a necessary foundation block. They are important data signals to Google, they indicate that you’re a legitimate local business.
Creating Content:
Content development with appropriate keywords is essential for SEO, if you don’t have relevant content on your website then Google doesn’t have a page to point potential customers to.
Examples of content development include …
Blogging - Blogging is an excellent HVAC marketing strategy. You can use blogs to help your company to stand out from the competition, get found in Google, and increase trust with customers.
Content is created to address common searches that potential customers might have. We will be creating content; it would also be helpful for you to create some blog post content. Photos you took on a job site are great, short videos are great, copy-pasting what you wrote on Facebook is OK. The point is that not every blog post needs to be a 400-word essay. One new blog post per week is a good benchmark.
In addition to addressing commonly searched for questions, we will also be creating blog posts with an eye towards keyword density. This will make it easy for Google to index and assign these pages to relevant keyword families in their semantic search index. It’s a necessary step towards getting ranked in Google’s organic search listings. Blog-posting is a dripfeed process, it’s not something you want to do all at once.
Service Area Pages on Website - Another very effective SEO strategy is adding your service area to the footer of the website, and linking to relevant content pages. This is a critical piece of local SEO that most ‘SEO professionals’ miss.
For example, creating a series of pages for “City Name Air Conditioning Repair” and “Neighborhood Name HVAC Repair” … one for each neighborhood, county and town/city served and for each major area of service.
This will end up being a lot of pages on the website, but again we’ve found it to be highly effective so it’s a best-practice technique that we emphasize.
As citations and backlinks are built out, these pages will be ranked and show up in organic (free) search results.
Linkbuilding:
After the foundation blocks and keyword-dense content is in place, and a dripfeed of content is established, then linkbuilding becomes the primary work of SEO.
Suffice it to say we’ll be building a wide variety of quality backlinks to your website and will be providing you with detailed reports on our activities!
Expected Results:
SEO isn’t an overnight process, it is a continual process of improvement.
Making sure the foundation blocks are in place is essential; it’s fair to say that it doesn’t matter how many links we build out if the foundation isn’t sound.
For a newly established business this might take 1-2 months, for an established business who already has most of the foundation blocks in place we can jump straight ahead to content development and linkbuilding.
For a website with the foundation blocks in place, we usually see the results of linkbuilding start to work within 1-2 months. Another way of saying this is that it takes 1-2 months for the linkbuilding to get noticed and factored into Google’s ranking algorithms assuming the foundation blocks are in place.
We focus on longtail and semantic keywords first, which are lower traffic keywords with high commercial intent that are generally easier to rank for. For example, ranking for ‘New York air conditioner repair’ is very difficult but ranking for ‘Bronx Lennox air conditioner repair’ is easier.
As your website’s SEO value improves you’ll start to see your relevant content pages rank. For example, a page on ‘Bronx Lennox air conditioner repair’ might jump from #50 to #8 in the rankings and you’ll start to see some clicks to the website. These are small wins but they add up. They are cumulative. Ranking in the top #10 for 30 different long-tail keywords can generate a lot of free website traffic.
Longer-term, we’re focused on ranking you for the primary keywords. These are the important keyword phrases that generate a lot of traffic like ‘New York air conditioner repair’. Ranking primary keywords is very difficult, very challenging. It is highly dependent on local competition.
Ranking in the top #3 for these primary keywords is not guaranteed, and it will take a lot of time. However – we’re very good at SEO. We know what Google is looking for and we love to win big for our clients.