Many businesses are embracing the digital shift, especially in a modern market wherein 97 percent of consumers rely on the internet to search for local services. Gone are the days of spreading brand awareness through print advertising and classifieds. Today, service-based companies need to keep up with online solutions to establish a competitive position in the industry.
HVAC contractors, for example, need to step out of the box and put their name on the digital map using search engine optimization (SEO). In a world where start-ups and fortune corporations strive to reach the number one spot in search engine giants like Google, Bing, Yahoo, and more, SEO is mission-critical to boost your traffic and sales.
Where to Start with SEO? Keyword Research!
Keywords make the world wide web go around since it’s the heart of SEO; after all, without relevant words and long-tail phrases, then you can lose a significant amount of potential organic traffic entering your website.
HVAC contractors will likely have potential customers who will search for keywords such as “boiler repair near me,” or “furnace installation in your city,” and other relevant descriptions of your services. By skimping out on these critical key phrases, your business is missing out on a long-term strategy that can generate brand awareness and quality leads down the line.
Different Ways to Improve Keyword Research
If you want to zone in on top-of-mind phrases your target audience often uses when searching for your niche, consider the following tips below to bolster your keyphrase research strategy:
Tip #1: Get to Know Your Target Market
The first factor that will influence the relevancy of your keyword research is your target audience. They are the lifeline that keeps every business thriving, so it’s crucial to get to know your customers to obtain valuable insights into their interests and search habits.
In that sense, it’s best to create an outline of your keyphrases and content by building a customer persona using the following references:
- What sources they find reliable;
- Education level;
- Language references;
- Where they usually browse online;
If it doesn’t meet your usual customers, then their attention won’t do anything to ramp your revenue. For example, even if you receive plenty of traffic using “commercial HVAC services,” all the uptick in your click-through rate won’t generate results if your company primarily caters to homeowners.
Tip #2: Determine the Level of Competitiveness for the Keyword Phrases
Now that you have an idea of the common phrases your customers use to search for your services, you can take your strategy to the next level by checking for the world’s popularity within your market.
You can use free online tools like Good Trends or Google AdWords Keyword Planner to measure the average search volume of a certain keyword monthly. Comparing the rate with other phrases can also suggest words that suit your content better.
Remember that less popular phrases don’t necessarily mean it won’t drive your leads. Some specific phrases often have a lower impact in a competitive market, but they are easier to rank for since it caters to high-intent customers.
Tip #3: Consider SMART Goals
A high-ranking keyphrase that meets your market’s digital vocabulary can do wonders for putting eyes on your website, but it can often be a hit or miss without a purpose. Constructing an effective keyword strategy requires SMART goals, such as the following:
- Specific – If you don’t know why you want to optimize your keyword strategy in the first place, then it will be difficult to measure your progress. Some ways to hone in on the little details of your strategy is to determine the when, where, how, what, and with whom do you want to set your sights on with your keyphrases;
- Measurable – Without tracking your keywords’ performance, then it will be tricky to determine areas that need improvement. In that regard, it’s important to stay on top of your progress using analytical tools.
- Attainable – Is your goal realistic to your capabilities and budget? For example, is it within your means to boost organic impressions by 50 percent within the next month?
- Relevant – When setting your goals, be sure it’s relevant to the nature of your business and what it needs. HVAC contractors, for example, won’t benefit much from ranking high branded search traffic.
- Timebound – Even the most sophisticated strategy can fall flat if you don’t set a deadline. When building and executing your goals, it will only have a positive ROI if it has a sense of urgency.
Tip #4: Clearly Define Your Message
Relevant key phrases are not enough to convince the market to pick your website above the rest. If you want to stand out from a saturated, digital crowd, then you need to offer something that would evoke the desired emotions from your audience.
You can do this by offering something of value in your content – be it detailed information on how to contact you during the pandemic, special holiday offers, a discount, blowout, or other forms of brand messaging that make your brand unique.
The Bottom Line: The Power of Keyword Research in Enhancing Your HVAC SEO and Online Presence
Keyword research plays a pivotal role in increasing your HVAC website’s visibility, which leads to a positive domino effect that can increase your traffic, conversion rate, and bottom-of-the-funnel content marketing.
How Can We Help?
Looking to establish a prominent online presence for your HVAC business? We’re the best digital marketing agency to call as our HVAC SEO specialists in the USA can help ramp up your revenue with combined efforts on content optimization and off-site tactics.
From keyword research, PPC, content marketing, social media marketing, lead generation, and more, contact us today to see how we can help enhance sales for heating and cooling professionals.