25 Jun 2018

How Keyword Research Makes Your HVAC Company’s Website Better

High-quality and detailed content that addresses the questions and concerns of your ideal audience will be a major determining factor in the success of your HVAC business’s website.

But how do you determine what questions your prospective HVAC customers are searching for on search engines?

Surprisingly, the questions being asked on search engines are the same questions that potential HVAC customers pose to you or your front desk staff. Recognizing that, HVAC keyword research can be instrumental in helping you identify the questions your potential customers are asking. This can then help you create content for your web visitors that will urge them to connect with your HVAC company and establish instant credibility and authority for your HVAC company.

There are many benefits of keyword research for HVAC companies, and we are listing four that can help you with your HVAC SEO.

Here are four ways that keyword research can help to improve your HVAC company’s digital marketing:

1. Keyword research can help you optimize your content for search engines

In the past, keyword density determined a website’s rankings on Google. Times have changed – today, keyword density isn’t a factor that is even taken into consideration. The reason for this is because search engines have gotten more savvy with each passing year. For example, search engines are now able to understand that “HVAC” and “heating and air” mean essentially the same thing. Search engines like Google can now understand synonyms and pluralities.

What that means is cramming every single variation of the words “heating and air” inside your website is unnecessary.

In fact nowadays, if you are still stuffing keywords into your HVAC website, it could actually hurt the rankings of your website on on search engine results pages (SERPs).

The intimate knowledge of Google’s ranking algorithms is limited only to their developers. However, everyone knows (because Google repeatedly tells us so) that the quality of your content is a huge factor for obtaining higher ranks.

When the priority is creating high-quality content, that addresses the needs of your potential customers, then the necessary keywords typically come up naturally in your writing naturally be used in the production of the content itself. Writing this way increases the chances of your website ranking well in search results as compared to websites that just repeat the same keyword over and over.

Another benefit of keyword research is that it challenges you to start thinking different about keywords and how they pertain to your HVAC business.

As you understand the importance of high-quality content for Google’s search engine rankings, along with how a user conducts search queries, you will start to transition from the wrong ways of thinking about keywords (“Which keywords is Google looking for? How many times do I need to repeat certain keywords?”) to the correct way of thinking about keywords (“How do my HVAC customers talk about their case or problems?” What information is a potential HVAC customer looking for?”).

2. Keyword research can help you determine engaging topics for your HVAC company’s website and blog

Keyword research can be incredibly helpful in discovering what potential HVAC customers are interested in learning more about, which will then help in developing a relevant, content-based strategy that addresses the HVAC customer’s needs.

When you’re researching topics and keywords, it’s helpful to understand how people search for information online.

Most of the time, search engines are used to find answers to specific and complex questions.

An example could be a potential customer looking to replace their AC searching for phrases like:

  • How much does it cost to replace AC?
  • What are some alternatives to replacing the entire AC?
  • Can I get a tax rebate for replacing my AC?

Your potential customer may not know they need to hire a HVAC company yet. So it isn’t wise to limit your research to generic keywords like “AC replacement.” Also keep in mind that most of your potential customers may not know the technical terms so writing your content in layman’s terms will attract more potential customers to your HVAC company’s website, and make your content more approachable and consumable.

Determining how questions are asked by your potential customers will be key in developing relevant and engaging content that will increase your search engine results rankings. Content that addresses the needs of your potential customers will attract their attention in search engine results and make them more likely to visit your HVAC company’s website.

As you write content that addresses those questions, relevant keywords will naturally occur in your writing.

To learn more about how to identify the types of questions your potential HVAC customers are asking, see our blog post, “5 Things To Ask Yourself When You Write A Blog Post For Your HVAC Company

3. Keyword research can help you write customer-focused content

Keyword research can help you discover customer-friendly language and terminology to use in your writing.

You potential HVAC customers most likely do not have a technical background and would not be using complex HVAC technical terms as they look for information online.

To continue with the AC replacement example, your potential customer will not be using words like “CFM” to look up whether their AC is operating sufficiently. They may not even be aware of such terms.

Be sure to ask yourself “Would I use this term if I wasn’t part of a HVAC company?” If you answer no, think instead about what kind of terms your potential HVAC customers will and do use to describe their current concern or problem.

Initiating your own Google searches can help too. Search for terms related to your service area(s). See what Google automatically suggests as potential search terms as you are typing your query. Pay attention to what comes up in the “People Also Ask” and “Searches Related To” sections of Google’s search results. These are helpful tools to identify what terms people are using to ask for questions as related to your areas of service.

This can then result in the production of informative content that provide accurate answers to the questions of potential HVAC customers, using language they can understand, and are already using to search for and locate HVAC solutions.

Our blog article, How Keyword Research Makes Your HVAC Company’s Website Better, offers additional tips about writing engaging customer-centric content.

4. Keyword research can help you focus on what works

Creating high-quality, customer-focused content for your HVAC company website is the single best way to enhance the visibility of your business’s site in search engine results.

Being aware of the fundamentals of SEO and how to do HVAC keyword research to maximize your content strategy can also help you stay clear of ineffective and potentially harmful methods such as keyword stuffing that can actually hurt your site’s rankings.

Let AdInfusion write the content for your HVAC company’s website

AdInfusion makes it simple to create and publish content for your HVAC company’s website.

We realize that some HVAC business owners are too busy to create their own content, or to undertake keyword planning for their HVAC company. That is why AdInfusion offers content marketing solutions for HVAC companies of all sizes. Our content creators are experts in using content to drive potential HVAC customers to your business, as we have already contributed to some of the most successful HVAC companies in the state.

AdInfusion writes unique and highly effective content for HVAC company websites and blogs that keeps in mind how your HVAC customers search and think. The result is engaging content that educates your potential customers and urges them to take action.

Contact us today to learn how quality content can boost your HVAC company website’s traffic and conversion rates!

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