87% of HVAC customers start their search on Google. So, if your business isn’t ranking in local search results, you’re invisible to a large portion potential clients.
When homeowners are having an issue with their heating or air conditioning, they want to hire someone trustworthy – and fast.
That’s where HVAC local SEO comes in. Local SEO give your business the opportunity to show up in local searches from customers who are ready to hire.
In this guide, we’ll break down the exact strategies to:
- Rank highly in Google Maps (where 64% of local service clicks happen)
- Optimize your Google Business Profile for maximum conversions
- Target high-intent HVAC keywords on your website that turn searches into calls
- Optimize your website so that it converts better
Let’s turn your HVAC business into what customers see first when they search for help.
Understanding HVAC Local SEO
HVAC local SEO is about optimizing your business’s online presence to rank higher in HVAC searches within your service area.
The two main areas of focus are your Google Business Profile and your website.
One of the primary goals is to appear in Google’s map pack, which are the results at the top of a search page that show local businesses relevant to a query, along with their location on a map. The more visible you are in this section, the better your chances of attracting qualified leads.
The other area you want to rank highly in is the organic search results where Google displays websites. These get a lot of clicks as well so it’s valuable for HVAC companies to rank in these positions.
HVAC companies can benefit significantly from local SEO, as it drives organic traffic from people in your area who are actively seeking your services. And the best thing is you don’t have to pay for every click as you would with PPC.
Optimizing Your Google Business Profile
Your Google Business Profile (GBP), formerly known as Google My Business or GMB, is one of the most critical components of local SEO. Google uses factors from your profile to rank your HVAC business in local search results and display it in Google Maps. Simply put, a well-optimized Google Business Profile increases your chances of being found by potential customers.
To optimize your Google Business Profile, start by ensuring all your information—business name, address, phone number (NAP), and hours of operation—is accurate and up to date. The next important thing is that your primary category should reflect your core services, in this case, “HVAC contractor.”
Upload photos and videos of your business, vehicles, and team to build trust with potential clients. If you have the budget to hire a professional photographer/videographer, it’s a worthwhile investment. If not, even uploading photos and videos from your phone will work. People want to buy from businesses they can trust and connect with on a personal level, and this allows you to achieve that.
Reviews are also a significant ranking factor, so the more positive reviews you have on your Google Business Profile, the better. You should have a system in place that reminds your customers to leave reviews. You can do this by having your employees ask in their follow-up communications, including reminders in your promotional material/receipts, and so on. If you have an email list or communicate with your clients digitally, you can include your review link, which is the easiest way for your clients to leave you reviews. There’s also a QR code for your profile that you can share. You want to minimize friction as much as possible and make it easy for your customers.
The most effective way to maintain a high ranking on Google is by actively managing your profile. Responding to both positive and negative reviews not only improves your reputation management but also signals to Google that you’re a legitimate business. Receiving some negative reviews is normal. Use it as an opportunity to reflect on and improve your services and customer experience.
Posting updates, including special offers, seasonal promotions, or important company news can also be effective. These posts can keep your profile active and provide additional content for potential customers to engage with.
You shouldn’t overlook Microsoft’s version of this, which is called Bing Places for Business. A lot of your competition neglect this, so getting listed on Bing is low-hanging fruit. Setting this up, plus Bing Webmaster Tools, will also give you a better chance of being recommended in AI tools like ChatGPT as well, which people are using more and more.
The Importance of Reviews and Reputation Management
As I touched on above, reviews are really important for your Google Business Profile performance. Getting consistent, positive reviews can significantly impact how your business ranks on Google. A strong collection of Google reviews enhances your credibility with prospective clients (i.e. social proof), and having a steady stream of recent reviews signals to search engines that your business is worth recommending.
Reputation management isn’t just about collecting positive reviews; it’s also about handling negative ones professionally. Negative reviews happen, but they don’t have to destroy your online reputation. Respond promptly and offer to resolve any issues raised. This shows future clients that you value customer feedback and are committed to delivering excellent service. Also, it should go without saying, but provide legitimately great service — it’ll make your local SEO efforts a lot more effective!
Keyword Research: Building the Foundation of HVAC SEO
Effective local keyword research is the backbone of any SEO strategy, and that’s no different for HVAC SEO. Understanding the search terms potential clients use will help you map out the pages you need to have on your website. By finding relevant keywords, you can optimize these pages so that they rank higher in local search results while also serving visitors.
The first thing you need, is a keyword research tool. The tool you use really depends on how much of your SEO you’re going to do in-house or if you’re going to work with a local SEO agency. If you’re going to do a lot of your own local SEO, it makes sense to invest in a tool like Ahrefs or SEMRush. These tools are expensive though. For cheaper alternatives that are less powerful, you can use tools like Keysearch or Keyword Chef.
SEO tools work similarly, so it’s not a big deal which one you use.
Start by brainstorming common keywords your clients might use, like “AC repair,” “furnace installation,” or “emergency HVAC services.” Add geo modifiers to these keywords for your local area. Search for them in the keyword tool of your choice, and the tool will give you related keywords and their search volumes.
Once you have a solid keyword list, you can map those keywords to service and location pages on your website.
Site Structure and Architecture: Organizing Your HVAC Site
A well-structured website is not only important for a smooth user experience but also for your search engine rankings. Search engines like Google crawl through your website’s structure from page to page to evaluate your website, so having a clear, organized site is key to visibility in organic search.
For HVAC businesses, it’s important to build individual pages for the services you offer. Separate your services (like air conditioning, heating, or indoor air quality) into distinct pages. Internal linking between these pages also helps guide users and search engines through your site, improving both your SEO rankings and your site’s overall flow.
The other component is location pages. These are pages where you target the cities you serve.
On-Page Search Engine Optimization
Once your site is well-structured, you need on-page optimization to ensure your content ranks well in search results. Each page on your HVAC website should be optimized with clear, relevant title tags, meta descriptions, and copy that not only helps with search rankings but also encourages clicks from potential clients.
Your pages should have a hierarchical heading tag structure. These help break down content into digestible sections and make it easier for search engines to understand your pages. The main heading of each page should be set to an h1 tag, and the sections that come should be h2s, then h3s for subheadings, and so on.
Your page should contain certain phrases that are found on other pages ranking for the topic. The practice of identifying these terms and including them in the copy of your page is known as local entity optimization. You can do entity optimization by using an on-page SEO tool such as SurferSEO. These tools give you a score based on how thoroughly you’ve covered a topic by taking into consideration the words and phrases you’ve used on your pages.
Building Citations and Backlinks
To gain authority in the HVAC space, you need to build citations and attract backlinks. Citations refer to mentions of your business in online directories like Yelp, Yellow Pages, and industry-specific sites. While citations are not a heavily-weighted ranking factor, it’s still worth getting your business listed on relevant directories where real customers could potentially find you.
Meanwhile, backlinks from reputable websites signal to Google that your HVAC business is credible and trustworthy. Backlinks are treated like a vote of confidence from other websites, improving your trustworthiness in the eyes of Google and other search engines.
You can build backlinks by networking with other local businesses or by earning media coverage. You should aim to get backlinks to your website from sources like your local newspaper, magazines, or news station. Links from other businesses or publications in the same area are weighted more than other links, so acquiring them should be a priority.
Mobile Optimization and Local SEO
In an era where the majority of local searches happen on mobile devices, ensuring your HVAC website is mobile-friendly is very important. Mobile optimization means making sure your site is fast, responsive, and easy to navigate on a smartphone. Load times are critical here—if your site takes too long to load, mobile users will leave, and your bounce rates will soar. Google takes these negative user signals into account, so if users indicate a poor experience on your website, it’ll be demoted in search results.
Regularly test your site’s mobile performance using tools like Google’s Page Speed Insights and ensure that your content remains accessible and fast on all devices.
Take Control of Your HVAC SEO Strategy
Local SEO is one of the most cost-effective ways for HVAC businesses to reach potential customers and generate more qualified leads. From optimizing your Google Business Profile and managing your online reviews to improving your website, there’s a lot you can do to boost your online presence.
When implemented well, local SEO can improve your search rankings, increase visibility, and drive more leads to your business.
Whether you’re managing your SEO in-house or considering hiring an agency for local SEO services, having a clear understanding of local SEO will help you stay ahead of your competitors and grow your business.
If you’re ready to take your HVAC SEO efforts to the next level, Galactic Turtle can help you implement a customized, results-driven SEO campaign that’s tailored to your needs. Contact us today to get started with our HVAC local SEO services!
If you like this guide to HVAC local SEO, you may also be interested in these HVAC industry statistics.
