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HVAC SEO: Search Engine Optimization for Heating and Air Conditioning Companies

seo for hvac companies

You may or may not have read our article on effective Google Ads management for HVAC companies.


If you did, kudos – I really appreciate you taking the time to read that (and now maybe read this article too!).


If not, feel free to give it a read if you’re interested in learning about how a well-built Google Ads campaign can help your HVAC company succeed.


OK – let’s jump right in…


You probably hope to find an effective source of new customers.




Because who isn’t?


Though, the idea isn’t growth at all costs, but slow and steady growth that’ll allow you to keep tight control of operations in your company. Great, I’m glad we first cleared that up.


There are too many agencies promising you the world and handcuffing you into ridiculous systems.


If you’re currently working with an agency who’s got you “locked in”, so to speak, well then – I’m glad you’re here and doing some research.


Not only do you deserve to take the reigns of your SEO campaign, but you deserve to own your website outright and not lease it.


In this article you’ll learn how SEO can benefit your HVAC company.


What is SEO?

I figure you already know the answer to this, but just to keep all of us honest, let’s go through the motions. SEO is the acronym for search engine optimization. SEO and specifically local SEO is the process of optimizing your organic search engine results to attract more business from relevant local searches.


Some aspects that are important to you should be:

  1. Quality of traffic. It’s important that you attract searchers who are interested in heating or cooling. By the same token, different searchers may be further along in the buying process. To most quickly reap the benefits of the fruits of your labor, we must get in front of searchers who are interested in heating or cooling and are ready to buy right now.
  2. Quantity of traffic. Once we’ve honed in on the the subset of people that you want to target, then we need to increase the traffic volume of those people. This can be done in many ways. Some include: targeting more longer tailed keywords (typically the easiest to rank) or targeting shorter tail keywords (typically more competitive).
  3. Organic results. Where do you rank organically? Organic traffic is traffic that you don’t have to continuously pay for each time someone clicks.


Why does SEO matter for your HVAC company?

For one, you want to show up when a potential customer is looking for the services that you offer.  Potential customers rely on the internet (88.3% of the time, on Google specifically) to find you.


Let’s run through a scenario…


We’re in the middle of a freezing winter and a homeowner’s furnace stops working. They freak out for a quick second because they can’t imagine surviving through the frigid night with no heat (plus they don’t want their pipes to freeze).


After a brief moment of panic, they hop online and immediately search “furnace repair near me”. They start clicking on each of the search results on page 1 of Google.


Because they’re in your service area and you’ve been investing in your local SEO, your website shows up on the first page of Google.


Not only are you focused on your SEO, but you’re also focused on your brand so your website looks amazing. The worried homeowner who needs a new furnace feels slightly relieved upon landing on your site. Your beautiful site provides a bit of reassurance to them.


They decide not to call any of the other companies they found. They call you. When you tell them that a technician is actually in there area right now and can be at their home within 10 minutes, they realize they made the right choice.


You know how the rest of the story goes from here.


Perfect world scenario? I don’t think so. This happens all the time for HVAC companies that realize the value of investing in their SEO efforts and their brand.


Want to enjoy the benefits of what the best HVAC SEO marketing plan can do for your company?


If yes, keep reading.


How Declare Media does HVAC SEO

It’s no secret that advertising for your business is an investment. A well-built and well-managed SEO campaign starts with an honest relationship between the provider (us) and you. Then, a lot of hard work goes into the campaign which can pay you back in dividends.


Let’s look at some of the ranking factors that makeup local SEO today:

  • online reviews
  • relevance of overall page content
  • quality of linking sites and pages
  • domain authority and trust
  • mobile friendliness of website
  • exact match keyword use
  • quantity and diversity of linking websites
  • content accuracy
  • page load speed
  • and much, much more!


At Declare we take into account each of these factors in order to help grow your business through ranking high for the search terms that lead to conversions (phone calls, form submissions, live chats, etc).


We first identify the low-hanging fruit and attack it. Quick win opportunities are some of the best to accomplish right off the bat. We’ve found that those sometimes small adjustments are actually enough to start propelling your organic performance in the right direction.


This includes:

  1. onboarding & research (keyword and competitor research)
  2. technical analysis (Google Analytics & Google Search Console setup)
  3. Google My Business optimizations
  4. content optimization and strategy
  5. listings
  6. backlink building
  7. ongoing maintenance & support


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Let’s take a look at what each of these facets to HVAC SEO look like…

Technical Analysis & Content Strategy

Technical Analysis

We’re making sure your website’s structure is sound, while also ensuring that Google can crawl and understand your website content for ranking purposes.


Content Optimization & Strategy

As mentioned above, content is not only among the top three raking factors, but it is the number one ranking factor from an SEO perspective. Great content with accurate and factual data and a healthy use of keywords is what will help your HVAC company rank well. Website load speed is another piece to this puzzle. How quickly does your content currently load? Can we improve it?


On page optimization is way more than just putting keywords on the page. It’s important to develop quality content that is properly structured.


We focus on using terms that speak directly to the local audience. For example, in Minnesota we may use the term “Twin Cities” instead of Minneapolis and Saint Paul. This will help you rank for searches such as “hvac twin cities” or “heating company in twin cities”


Optimize Google My Business

Your Google My Business page should be one of the biggest focal points in your SEO strategy for your HVAC company. It’s free to use, easy to update and can make a huge impact on how your business ranks online.


If you haven’t already claimed your Google My Business (GMB) listing, you can do so here.


It’s important to fill out as many fields as possible and include photos and videos to enhance your business’ GMB listing.


Stay diligent about respond got Google Reviews and Questions that come through your GMB.



Managing the accuracy of your local business data within local business listing and citation directories is crucial. Data aggregators share information about local businesses such as: business name, address and phone number (NAP). It’s important that your company’s information is accurate and consistent.


Local business listings can help improve your HVAC company’s local presence.


Backlink Building

Backlinks are incoming links from one website to another website. Backlinks are a very valuable part of SEO strategy for your company. They represent a vote of confidence from one site to another. You could probably imagine that a backlink coming from a very authoritative website would be beneficial for your website. And that it could be.


To put it in other words, backlinks are a signal to search engines that your content is being vouched for. If a series of sites are linking to your website, Google will deduce that the content is worth linking to and in turn, worthy of ranking higher on the results page. Earning quality backlinks will certainly have a positive effect on how well your website ranks.


A byproduct of creating great content that ranks well is the beauty of receiving backlinks for your work. Did you publish a really interesting article on the top furnace brands? Maybe a local news station is writing a piece on the most recommended furnace brands and they cite your article (and link back to your website). Hey, you are the authority on this subject after all. This type of behavior is extremely valuable in helping you rank higher in the search engine results.


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Timeline for Results

Like many things worth having, great SEO results don’t come easy (or quickly). This is a process that takes time to come to fruition. You will see numerous small wins along the way, but some of the more competitive keywords are certainly harder to rank for.


See the graph below for an idea of what I’m talking about:

seo timeline



Often times it’s organic search that is the primary source for website traffic. It makes up a critical component of the purchase process – just like how I outlined above.


I want to mention that when you work with us not only do you get the above “facets to local SEO”, but you get the results and you get people who care to provide them for you.


SEO for your HVAC company

It’s important to note that SEO creates compound interest for your company. Though, to get to that point, requires continuous work. This is not a one-and-done deal. A business must continue to invest in their SEO in order to reach their ranking goals and then maintain them.


You can pursue this yourself, or you can contact us to give you some help. We’ve worked with various sized HVAC companies and we’d be happy to help you with your SEO.



Combining SEO with paid ads like Google Ads is ideal to build a steady flow of leads to your HVAC website. Even after you have a steady flow of organic traffic to your website, you would be wise to continue running your paid ads.


If you haven’t yet read our article on effective Google Ads management for HVAC companies, but have an interest in running paid ads, then I really recommend you give it a read.








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