16 Jun 2018

What is Thin Content And How Does It Harm HVAC Company’s Websites?

It is a proven fact that an exceptional content-based approach to digital marketing is successful for HVAC companies.

The most successful approach to search engine optimization is publishing high-quality, relevant content for potential HVAC customers and search engines. When done correctly, content marketing for HVAC companies is effective, sustainable, and profitable. To save your HVAC company from wasting time and money on methods that do not result in revenue and fail to attract qualified HVAC customers, an appropriate digital marketing strategy is a must-have for HVAC businesses.

The question is: “What is quality HVAC website content?” — that is, content that attracts potential HVAC customers, propels your business to greater heights, and keeps search engines satisfied. The quality and the value of your HVAC company’s website content is directly related to the success of your digital marketing campaigns.

Many times, we get inquiries about what “thin content” is, because many HVAC companies have heard the phrase and wish to learn more about what it is and how it can impact websites for HVAC companies.

What is “Thin Content?”

“Thin” content lacks depth and quality — it fails to provide value to the users who view it, and is deficient in accurate information. For your HVAC company’s website, the content may lack too many details to fully explain a particular reason why an AC is failing to cool a home quickly enough. Or, it may not be unique enough to separate it from another HVAC company’s content on a similar topic. (And, if you have copied or plagiarized content from another HVAC company’s site, likely that content will be deemed “thin.”)

Doorway Pages

Doorway pages are another example of thin content. Doorway pages are pages full of phrases and keywords that are only a little bit different. For example, creating a page dedicated to each city in which your HVAC company operates, with the sites sharing the same content, are usually identified as thin content.

As Matt Cutts of Google articulated,

“If you were to land on that page, it might look relatively reasonable. But if you were to look at four or five or those pages, you’d quickly see the only difference between them is the city, and that’s something we’d consider a doorway, and not as useful.”

Thin Syndication

“Thin syndication” is another type of thin content, defined as when a HVAC company gathers content from somewhere else–usually a site also lacking quality–and publishes it onto their own website. Inferior, thin article-bank pieces don’t provide any real depth or value to potential HVAC customers. Plagiarized content can result in your HVAC company site or pages within your site ranking very poorly in SERPs and even run the risk of violating Google’s guidelines.

How Can Thin Content Impact HVAC Company Websites?

Google’s sole purpose is to to map the world’s online information and to provide the best content from it’s index to address the queries that users make. To achieve this purpose, Google has to be able to review the sites’ content, and prevent sites with poor-quality content from ranking high in top search results.

In 2011, Google released the Panda algorithm, which really improved that process. With this algorithm, Google is able to identify low-quality or “thin” content on websites and ensure these sites do not rank well on SERPs(search engine results pages).

Above anything else, we encourage HVAC companies to educate themselves about Google’s Webmaster Guidelines, and learn the methods and practices identified as safe by Google. It is usually stated that inclusion in a search engine’s results is a privilege, not a right.

The best HVAC company websites strictly adhere to Google’s Best Practices.

How to Improve HVAC Company Website Content

What to do if You Have “Thin” Content

It is easiest to avoid thin content if your HVAC company commits to creating and publishing unique, high-quality content that addresses the questions and concerns of potential HVAC customers and provides a lot valuable information to those customers.

If you suspect you may have thin content on your HVAC company’s website, its important that you see how you can improve it to make it more meaningful and engaging for prospective HVAC customers. Accurate, original content is a vital component of how Google judges quality. Create authentic content, with lots of depth, and aim it answering the questions your prospective HVAC customers are asking.

Another suggestion: consider developing a frequently asked questions page that answers common questions that are directed at your HVAC staff by prospective customers. High-quality website content for HVAC companies is crucial to a successful SEO campaign.

We Help HVAC Companies with Their Content Marketing

At AdInfusion, we realize the massive role that great content plays in a successful digital marketing campaign. We can help HVAC companies expand their business through content-based marketing while saving them from unnecessary wastes of time and money on methods that don’t produce results and revenue for your HVAC business.

There is no “top” of Google, but there are numerous potential customers with problems your HVAC company can help with. When you reach out to those people, you will be supplying them with valuable information and guiding them closer to setting up their next HVAC appointment with you.

There are no shortcuts or fast tricks that will dependably strengthen your rankings in a search engine’s results. “Overnight success” is a busted myth. If you are still not confident on what methods are effective and which one will lead to great results in successfully marketing your HVAC company, let’s talk improving HVAC company marketing with high quality content. Contact us today! 916-798-5707

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