The Importance of Keyword Strategy for HVAC SEO

Keywords identify if you are the right fit.

How much do you really know when it comes to HVAC SEO? The HVAC industry is very competitive, and writing SEO content while aiming to rank for competitive HVAC keywords can be daunting. This is especially true if you expect to stand out from the crowd and dominate your service areas.

When it comes to SEO keywords for the HVAC industry, research is of paramount importance. There are three specific, identifiable types of keywords that should be considered for any SEO and digital content that’s written for an HVAC company:

  • General high-volume keywords
  • Local geo-modified keywords
  • Supporting long-tail keywords

Each of the categories plays a specific role in enriching your content and boosting your SEO status.

General High-Volume Keywords

This set of keywords are those that appear in high volumes in search options. They are usually localized around the types of services that you perform as a company and may include terms like:

  • HVAC
  • HVAC Services
  • HVAC/AC/Heating/Furnace Repairs
  • Air Conditioning/Heating Maintenance
  • Air Conditioning/Heating Installations
  • Indoor Air Quality

While you may feel that these keywords will have insane amounts of competition, Google begs to differ. Google identifies these keywords as used in localized searches and will render results accordingly. If you live in Florida and search one of these terms, the results will be vastly different from what someone in Texas is presented with.

Local Geo-Modified Keywords

These are general keywords that have a location specified as part of the keyword. The location is usually the area in which you are competing for business.

Some examples of keywords of this nature include:

  • Heating repair (City name)
  • Air Conditioning installations (City name)
  • Furnace maintenance (City name)
  • HVAC services (City name)

It is safe to say that ranking for either the general keyword group or the local geo-modified keyword group will be closely tied together. If you rank in a local search for a general keyword you will most likely also appear in the rankings for the geo-modified keyword. It is, however, important to have an understanding that these two groups of keywords differ.

Supporting Long-Tail Keywords

These kinds of keywords are vital to placing you in front of an audience at the very beginning of the buying process. They give you the opportunity to create brand awareness with the customer. This keyword group must not be omitted from your content strategy and can in fact be a strong force driving your strategy forward.

To get an idea of what these keywords may look like, you can see a few examples listed:

  • How do you know when your furnace needs to be serviced?
  • What air conditioning system is best for a two-level house
  • Should my air conditioner be making strange sounds?
  • What should I do if my heating system is not heating the home equally?

It is true that people who search terms like this may not be ready to make an outright purchase just yet, however, this is their research phase. Solidify your brand within their minds at this stage and build strong content to support the keywords.

A customer would much rather go with a company they have built some kind of trust towards, a company that has been open and provided information that is pertinent and a company that has proven themselves to other customers. Be an option when the time comes for the customer to seal that deal.

Keyword research is a vital part of creating content that works for you. Once the keywords you want to use have been identified, the next step would be to map them out and create an organized plan on how they will be implemented to achieve the desired results. Don’t stuff your content with keywords in hopes that Google will recognize your company.

It is much more effective to create content that is rich in information, exciting and offers value to the customer. You want your customers to stay on your site when they get there, not bounce. Without careful keyword implementation, your rich content will prove worthless to your marketing strategy. Keywords draw the customer to you. Google uses those keywords to determine which searches you are relevant to.

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