Face it — furnace service and installation is a saturated market. Every mid-size Canadian town has more than a few HVAC companies competing for the same client base. How do you stand out?
That’s where search engine optimization (SEO) comes in. SEO is more than another handy tool in the furnace installer’s toolbox — at this day and age, it’s essential.
Search engines like Google have replaced Yellowpages as the way most people find services in their town. Reaching new customers means ranking well in the local search engine results. Search engine optimization refers to strategies you can use to bolster your website’s place in the rankings so more people have a chance of seeing it and choosing your company.
Here are a few quick search engine tips for furnace service and installation companies.
Make a Google My Business Page
Google and other search engines have a goal to tailor their results to be as relevant and useful as possible to individuals.
One way they do this is by taking into account where the searcher lives. So when a person who lives in Edmonton searches for “furnace service and installation”, Google returns results for companies in that area.
On the other hand, if they search, “Toronto AC repair”, they get companies in Toronto. Companies in Edmonton aren’t relevant to a person looking for Toronto AC repair, so Google won’t bother showing that person the same results as the Edmonton user.
How do you get into local search engine results? One important factor is having an accurate, up-to-date Google My Business page. It’s a free tool that lets you manage your online presence across Google’s various platforms, including Search and Google Maps.
Having a complete Google My Business listing is an important first step to reaching new HVAC customers online.
Speak Your Customers’ Language
HVAC definitely has a sort of language of its own. But that language isn’t the same across the entire world. For instance, in many parts of Europe, a ‘furnace’ refers mainly to a smelting kiln used for metalworking. So a person who searches for furnace service and installation in England is going to expect far different results than someone who makes the same search in Canada.
You have to take this into account when you write the content on your website. Why? Because the search engine certainly does. The more the content on your site reflects how your target customers search, the better you’ll rank.
It helps to think about some of the common questions you get from customers. If you have people calling every day to ask, “What’s the difference between a condensing boiler and a non-condensing boiler?”, it benefits you to have a page on your site about that topic.
Use Social Media
When it comes to brands that fit well with social media, HVAC certainly isn’t the first that comes to mind. But there’s definitely a place for these companies on social platforms.
One of the main reasons companies have social media profiles is to humanize their brand. That’s very important in this industry. Trust is a huge factor in heating and cooling; after all, your technicians will be going into people’s homes. Social media is an opportunity to put yourself out there and show your target customers you’re more than just a brand.
As for what to post? That takes some creativity. But there are a few topics that work well for most:
- Photos and videos of your technicians at work to put a human face on your company.
- News articles and resources about HVAC to show you’re up on the latest innovations.
- Neat and interesting things going on in your community to show your local pride.
- Useful HVAC facts and information to help your audience stay comfortable.
Now, get out there and post!