11 HVAC SEO Tips to Skyrocket Your Rankings in 2024

What is HVAC SEO?

HVAC SEO is the strategy of optimizing HVAC websites so your company ranks high in organic search results and users click on your webpage.

When a user performs a Google search—such as “air conditioning” or “ac repair”—they see organic results as well as paid advertisements and featured snippets.

Organic Google search results rank by algorithm, which incorporates many ranking factors, making an SEO campaign strategy of high importance in internet marketing.

Tip #1: Strategic Keywords

Keywords help a search engine, such as Google or Bing, determine the relevance of a web page to a search query. Understanding what potential customers search for and incorporating the right keywords throughout your HVAC web design can help improve your Google rankings.

For instance, if you own a company in Denver, HVAC keywords could include “Denver HVAC,” “HVAC in Denver,” “Denver cooling company,” or “Denver AC repair.”

These keywords should be used in headers, copy, and image alt texts throughout your website. Remember that keyword usage should be natural, not contrived or excessive. SEO experts suggest creating separate web pages if you want your website to rank for multiple keywords.

But how can you find the most relevant keywords for your HVAC website?

Through keyword research or the process of determining key topics, words, and phrases to benefit your users and your website. 

There are two basic ways to go about your keyword research:

• By using Google autocomplete, PAA boxes, and Related Searches.

• By using an SEO tool. 

Both of these keyword research strategies have their advantages and disadvantages, so your choice will likely depend on the specific needs of your HVAC business. 

A keyword research process based on Google autocomplete, PAA boxes, and Related Searches is a great place to start, especially for smaller HVAC companies or for those with limited budgets. Use these features that Google provides to see what your potential customers are searching for.

This keyword research strategy is free, fast, and can offer good enough results if done correctly, but it has its limits when it comes to more complex searches.

An SEO tool, on the other hand, can provide you with more detailed keyword research results. Tools like Ahrefs and Semrush allow you to search and explore a wider range of keywords and topics relevant to HVAC businesses.

The downside of this keyword research strategy is that it’s not free and can be a bit costly. However, you may find the investment to be worth it if your HVAC business needs more detailed keyword research data.

HVAC business owners who make keyword research a priority in their SEO strategy will be well-positioned to get better results from their SEO campaigns.

Tip #2: Quality Content

To make your website rank-worthy, use on-page SEO to incorporate fresh, high-quality content in your HVAC website design.

Since web pages, not websites, are ranked in search engine results, content marketing companies specializing in SEO recommend posting unique content on multiple web pages.

Consider using blogs, seasonal tips, or other educational information to provide new, quality content on your web pages.

Also, use blogs to rank for long-tail keywords, or unique keyword phrases, and don’t forget about YouTube videos, which can help improve page optimization and enhance user experience.

Successful HVAC businesses understand the importance of creating and sharing content that matters to their target audiences. That's why they base their content on the keywords their audience looks for the most. 

As explained above, you can discover what your target audience is most interested in by using tools like Google autocomplete or a specialized SEO software solution.

For example, if you own an HVAC business in Denver, use keyword research to identify topics that could make relevant blog posts for your target audience, like 'How to Change an AC Filter' or 'Signs You Need a Heating Repair,' etc.

Besides identifying the topics your users are searching for, you need to create high-quality content that is relevant, useful, and engaging.

Make sure to include relevant keywords in your content, as well as images and videos that can help explain complex topics. This makes the articles more engaging, boosting the chances of them being shared and liked on social media sites like Facebook or Twitter.

These content marketing strategies will not only improve your HVAC SEO but also help you build relationships with potential customers and establish yourself as a leading online presence in the HVAC industry.

Tip #3: Page Speed

No one wants to wait on a slow webpage. Statistics show site speed matters, as one in four visitors abandon a website if it takes more than four seconds to load. 

Moreover, Google algorithms also place a lot of value on website speed, thus taking it into account for Google's search rankings. 

To quickly verify your HVAC website's speed, you can use Google's PageSpeed Insights. You'll get an overall score out of 100 for the link you've inserted, as well as a list of optimization recommendations.

Having your page speed taken care of will help you maintain a fast and user-friendly website to enable customers to get the information they need. This is especially important for customers seeking emergency HVAC services like heater or AC repairs.

Since page speed really matters for SEO rankings, you might want to know how you can make your HVAC website faster. Here are some useful tips to start with:

• Compress your images. The rule of thumb when it comes to image compression is this: the smaller the size of your images, the faster your page will load. Don't be afraid of compressing your images. There are many tools nowadays that allow you to reduce the size of your images without compromising on their quality.

• Upgrade your website hosting. With website hosting, there's no beating around the bush. You either invest in a premium host or risk slow loading times and a terrible customer experience.

• Activate browser caching. Although this tip won't help first-time visitors, it will definitely help those who return to your HVAC website. By activating browser caching, you can reduce the loading time for repeat visitors by allowing the pages and other elements of your website to be loaded from their browser cache instead of the server.

• Implement a Content Delivery Network (CDN). If you're looking for an easy way to speed up your site's loading times, a CDN can be an excellent choice. A CDN stores copies of your website in different locations around the world, so visitors from all areas receive a fast-loading experience.

Bonus Tip: Keep HVAC websites well-organized and prominently display important information like your phone number, hours, and geographical service area. Also, good advertising slogans and other marketing strategies keep your website attractive, memorable, and easy to use.

Tip #4: Mobile Optimization

According to a report from Hitwise, around 60% of all online searches are done on mobile devices. If most of your target customers are searching for you on mobile, it’s essential to make sure you optimize your website for mobile.

When someone looks up HVAC services for their area on their smartphone, be sure your website ranks at the top and visitors can find key information. 

Design your site for mobile users so they can scroll and click with ease.

Check to see how your website performs with Google’s mobile-friendly test.

Tip #5: Local SEO Focus

In the digital era, most homeowners look for contractors online.  With this in mind, HVAC businesses can use local SEO in their marketing strategies for optimal lead generation. 

A good place to start is to make sure your Google Business Profile features your correct company information. This ensures your HVAC business shows up in local searches and maps. 

What should your Google Business Profile include? As much information as possible. Less is not more when it comes to Google's algorithms, so you want to make your profile as complete and accurate as possible. 

Here are some best practices for optimizing your Google Business Profile:

• Don't use keywords when adding your business name as this will get you penalized by Google. Only use your actual business name.

• Always insert accurate hours of operation and update them when necessary.

• Use a local phone number as it's an indicator for Google that you are a legitimate local HVAC business.

• Create a compelling and brief description of your HVAC services to let people know who you are.

• Insert high-quality photos and videos that best describe your HVAC mission.

These best practices will support your local SEO efforts and help you generate more leads. 

According to Tommy Mello, The Home Service Expert and owner of A1 Garage Door Services, a $30 million-plus home services business, focusing on Google for online marketing is a winning path.

He advises spending at least half of your marketing dollars on SEO, Pay-Per-Click (PPC) digital ads, Google Business Profile, Google Local Services Ads, and getting more positive customer reviews.

Costs for Google Local Services Ads vary, but you only pay when a customer contacts your HVAC business through the ad. This cuts down on useless job leads from customers simply price-shopping services online.

To get even more out of their Google advertising, many HVAC contractors use ServiceTitan's Local Services Ads. 

Google Local Services Ads integration in ServiceTitan allows customers to book jobs that populate directly into ServiceTitan, thus increasing the efficiency and accuracy of customer information. 

With Local Services Ads, users also get real-time ROI reporting, meaning that their bookings are fed into their Marketing Scorecard to show where their ad spend is working. 

ServiceTitan's integration with Schedule Engine goes a step further in delivering outstanding online booking experiences that convert more of the customers that solid SEO brings in. 

Here's how ServiceTitan and Schedule Engine work together to facilitate online booking and support HVAC contractors in their marketing and advertising efforts:

Using the Schedule Engine booking widget on your website, customers easily book a job. The job automatically arrives in your ServiceTitan operations dashboard, so you can quickly and effectively assign it to a technician.

“It’s that perfect bridge between your website and ultimately helping convert, not just leads, but jobs directly into the ServiceTitan dashboard, waiting to be dispatched,” says Ray Clark, vice president of sales at Schedule Engine. “Homeowners can schedule an appointment easily with a few clicks from their smartphone or their computer (even if it’s 10 o’clock at night or over a holiday weekend). Regardless of channel, regardless of time, regardless of avenue, Schedule Engine can help book appointments for every contractor around the clock.”

By leveraging ServiceTitan’s integrations as a companion to their SEO efforts, HVAC companies can maximize their online visibility, reach more customers, and convert more leads.

Tip #6: Reviews

Google Business Profile reviews are another key local search ranking factor. The more positive reviews your local HVAC business receives, the better it is for its organic visibility.

Although there's no magic formula on how to get more Google reviews, these tips can increase your chances of getting customers to write a review:

• Ask for Google reviews. A straightforward and polite request will usually do the trick. You can either ask them immediately after you've completed a job, ask through an email, or when you send a bill.

• Remind your customers to leave a review. It's a good idea to follow up with customers after they have received services to remind them to leave a review of your business.

• Show them how to leave a review. Be sure to provide excellent customer service at every step. Provide clear instructions on how to leave a review and make it as easy as possible for them.

ServiceTitan's Reputation Management feature can help you take control of your online reviews and collect more testimonials from satisfied customers.

Many local HVAC businesses use ServiceTitan to manage their reviews in one place and increase their visibility.

Brian Choate of Choate’s Air Conditioning, Heating, and Plumbing acknowledges the power of reviews and how relying on the automation of ServiceTitan’s Marketing Pro – Reputation Management has streamlined his review-management process.

“Reviews are everything. There's not a person who doesn't check a review now,” says Choate. “When you do a simple Google search for air conditioning or plumbing, you're going to see us and you're going to see 1,800-plus positive reviews. [Reputation Management] is absolutely worth it, because everyone's looking online. Being able to manage our online reputation in an easy fashion with automation has been terrific.”

With Marketing Pro – Reputation Management features, HVAC contractors can yield more quality reviews, match reviews to technicians and customers, and get robust insights about their reviews. This allows them to provide customers with a smooth review process and also gives companies real-time information about how their HVAC technicians are performing. 

Tip #7: Business Citations

The more accurate business citations and local listings your company garners, the better the chances that people see your HVAC company through local search engine rankings.

Local citations are important because they can help you rank higher on local search queries while also putting your business out there so that more people can discover it.

Business citations can be published in industry-specific directories, social media sites, forums, and review websites, such as Yelp, HomeAdvisor, or Angi. Accurately entering the same data across each platform—including your business name, address, phone number, and website URL—helps to optimize your website for local searches.

Tip #8: Off-Page SEO

Backlinks are a main component of off-site SEO. In essence, backlinks provide additional credibility for your company. 

Link building, or the process of other websites linking to yours, can boost your online presence. Quality links signal to a search engine that your site is credible and source-worthy, which can increase your organic traffic.

HVAC companies can build backlinks by giving testimonials, guest posting on relevant websites, or finding unlinked brand mentions.

Giving testimonials can be a great way to gain backlinks because all you have to do is offer reviews, recommendations, or positive experiences that have been shared with your business. This method will not only help build trust but also increase website traffic and give an SEO boost.

Guest posting on relevant websites can also help HVAC companies build backlinks. Just make sure the content is high-quality and provides value to the readers.

Finally, finding unlinked brand mentions is another strategy that can help you gain backlinks.

There are many situations when a website might mention your brand without linking back to you. To find relevant unlinked mentions, you can use Ahrefs' Content Explorer. This tool searches around one billion web pages for any word or phrase across the web.

After you've found relevant unlinked mentions of your brand, you can reach out to the website owners and ask them to link back to your website.

Tip #9: Social Media Presence

SEO tactics incorporate methods other than just search terms. An active social media presence increases your exposure and provides linking opportunities.

Choosing the right social media platform for your audience, whether Facebook, Instagram, Twitter, or YouTube, means you stay connected and can promote content on your website. This also enables people to easily share your content or site links.

The most active HVAC companies on social media platforms understand the power that lies in creating a solid HVAC social media marketing strategy. They have already leveraged the potential of a social media presence that adds value to their audience, builds long-term relationships, and increases brand awareness.  

Tip #10: Metric Analysis

Another tip for making your HVAC website more effective and increasing your conversion rates is to analyze website metrics.

Metrics include users’ time on the page, bounce rate, navigation, and page views per visit.

Analyzing website traffic metrics can help you understand your customers, and provides data to improve your website. 

Check out analytic resources, such as Google Analytics or Google Search Console, for in-depth information about your website traffic.

Tip #11: Low-Hanging Fruit Keywords

When it comes to SEO for HVAC companies, targeting a mix of low-hanging fruit opportunity keywords and local-focus keywords works best in attracting organic traffic that brings conversions.

Low-hanging fruit keywords are usually the keywords that have low-to-medium search volume and low keyword difficulty.

They allow sites to grow organic traffic and establish authority in Google.

Once the site’s domain authority has improved, it is possible to move to keywords with higher search volume and keyword difficulty.

Below, you can see the screenshot of americanhomewater.com’s site metrics. With proper SEO optimization and high-quality content published on the website, the organic traffic increased by 3,830% in one year.

These HVAC SEO tips will help you increase your organic search visibility and reduce your ad spend.

SEO Tactics HVAC Companies Must Avoid

To make the most out of your SEO strategies, you need the right tools and tactics. But it's equally important to know which tactics you should avoid.

HVAC companies should stay away from black-hat SEO techniques such as keyword stuffing, link buying, and duplicate content. These practices can result in penalties from search engines or even the complete removal of your business from the index.

❌ Buying backlinks or excessively exchanging links with others

Google penalizes websites for buying backlinks or engaging in excessive link exchanges. 

This is because it's an attempt to manipulate search engine rankings, which goes against their guidelines. 

What’s more, link buying and exchanging can result in low-quality content and spammy websites linking to your website. This will hurt your rankings in the long run.

❌ Stuffing keywords in content and pages

Keyword stuffing is an outdated SEO practice of using too many keywords in a piece of content to try and rank higher for those keywords in search engine results.

For keywords to work, they must be introduced naturally in the content.

Also, keywords containing regions or cities a business operates in should not be overused in titles, headings, and content. 

A more efficient practice here would be to create a unique service page for each city or region that a business serves, to target that region. 

❌ Having duplicate content

Duplicate content is when two or more pages have the same or very similar content. 

Although it may seem like an easy way to increase the pages and content on a website, duplicate content can reduce your organic traffic and indexed pages and even be penalized by Google.

These are the most important SEO tactics to avoid for HVAC companies if they want to succeed in gaining more organic traffic and having higher rankings.

Improve Your Online Presence with HVAC Marketing Software

No matter which HVAC marketing strategies your company employs, you need to track and measure the results.

ServiceTitan’s cloud-based HVAC software can help you do that, streamline your company’s efficiency, and improve customer service.

Manage your marketing campaigns with ServiceTitan’s Marketing Pro, which allows you to send targeted email campaigns and track ROI by measuring email performance and revenue attribution, so you can see exactly what works.

These tools, combined with the SEO knowledge you’ve gained from our tips, will help you to optimize your website, attract more visitors, and grow your HVAC business.

ServiceTitan is an all-in-one cloud-based software solution built to help home service companies streamline operations, improve customer service, and grow their business. Our comprehensive HVAC software is used by thousands of HVAC businesses to manage their business, track customer interactions, and manage their marketing efforts.