Every HVAC company aims to have customers trooping in and out. Nobody ever said, “We have to reduce the number of our customers!”.

Meanwhile, people no longer rely on print ads and word of mouth to find the services they need. One of the ways people find out about companies is by searching for them online. In fact, about 97% of consumers find out about businesses in their area through Google and online searches!

What does this mean for you as an HVAC company? It simply means you need to buckle up and optimize your visibility on search engines to reach your potential customers. This is where Search Engine Optimization (SEO) comes in as a strategy to improve your online visibility. In this guide, we discuss the basics of SEO to generate leads for HVAC companies.

What is SEO

SEO sometimes sounds like a buzzword, like a trend or concept far away and reserved for technical professionals.

That’s not very true.

Search Engine Optimization, also known as SEO, involves optimizing your website and other online pages associated with your business for better visibility on search engines. SEO often involves many strategies, including great website design, relevant keywords, quality content, and optimized images. All SEO strategies have the same goal: to boost website visibility and rank higher in search engine result pages.

You can start with your SEO strategy yourself or have professionals like us handle your SEO needs.

Why is It Important for HVAC Companies?

If you have a company that offers HVAC services, it’s important to publicize your business so that more customers will know about you. An excellent way to do this is by improving your online visibility through an SEO strategy. Some of the benefits of SEO for HVAC companies include:

Boost Online Presence

One of the primary goals of SEO is to improve your online presence so that more potential customers can come across your business. Millions of people stay online to find local businesses in their area, and that’s why we help HVAC companies optimize their business to reach more business prospects. The better your online presence, the more customers will find you for their air conditioning units.

Increase Sales

An improved online presence translates to increased traffic and more sales. SEO helps attract quality leads that often convert into paying customers. If you implement a great SEO strategy, you can go from being the underdog to being the brand other HVAC companies look up to.

Become a Thought Leader

A great SEO marketing strategy will not only increase your traffic and sales but also position you as a thought leader. This means you will become a trusted brand, and when people search for phrases like “air conditioning repair,” you’ll dominate search engine rankings.

Less Money on Advertising

Traditional marketing can sometimes be effective, but it costs much more than online marketing. SEO marketing offers a low customer acquisition cost and provides more qualified leads than other marketing strategies.

How to Use SEO to Generate Leads for Your Heating and Cooling Companies

Having an SEO strategy for your HVAC company requires many factors, like website speed, content type, and keyword choice. Also, SEO evolves now and then, and it’s important for you to stay updated. Here are some tips to get started with SEO and grow your business:

Start with a Professional Website

If you are serious about SEO, you need a website to get started. If you don’t already have a website, you should create a well-designed and user-friendly website where you can engage visitors.

One of the important parts of your website is the user experience (UX). SEO and UX are connected, and a poorly designed website will not appear on the top of search engine result pages. A strong user experience helps your SEO strategy perform better because it shows your website is easy to navigate and helpful to users.

You should also ensure that your website is optimized for mobile devices because most people make Google searches on mobile. In addition, your website should have landing pages for the services you offer so that people can get an idea of what you do. Also, landing pages give you the opportunity to focus on individual keywords for each service you offer.

Use Keywords

An important foundation of SEO for HVAC companies is keywords. It is important to populate your content and website with keywords related to your business.

Furthermore, keywords are words/phrases that potential clients will search online when they need an HVAC service. When you have those phrases on your website, your business will show up when people try to find an HVAC company. For example, if you have the phrase “air conditioning repair in Vancouver” on your website, your business will likely appear when someone searches for that phrase.

It’s important to conduct thorough keyword research to find high-volume HVAC keywords that you can add to your content. Some of the things to consider when conducting keyword research include the following:

  • Search Volume (this describes the number of searches on a given keyword)
  • Relevance (ensure keywords are related to your industry and meet searchers’ needs)
  • Authority (Trustworthiness)

You will find a lot of keywords after conducting research but ensure you don’t try to cram everything into your content. Pick those with high relevance, search volume, and authority, and strategically place them into your content. Some examples of keywords include:

  • “heating and air conditioning repair”
  • “air duct cleaning”
  • “heating repair”
  • “furnace replacement”
  • “HVAC installation”

Create Valuable HVAC Content

You should work towards creating quality content for your website to engage customers, increase traffic, and boost your conversion rates. Your content should be what your potential clients will like to read. Take your time to find topics that will interest your potential customers or answer questions they might have. Providing them with useful information regarding HVAC systems can help with SEO and position you as an expert in the field.

Remember that your content should have some relevant keywords you identified during your keyword research. Also, try to include external links to authoritative sites and internal links to relevant content on your website. You can experiment with different types of content, including blog posts, videos, tips, how-tos, and other high-quality content.

Optimize Meta Descriptions and Page Titles

Meta descriptions tell search engines like Google what your content or web page is about. It is important to optimize your meta descriptions to improve your ranking. You can do this by incorporating some target keywords into your descriptions. Also, your meta description should summarize what your page is about and ensure you don’t exceed the 60-character limit.

Page Loading Speed

If your webpage has a slow loading speed, visitors will likely leave for another website. This will increase your bounce rates and reduce your rankings on search engines because Google translates high bounce rates as a signal that your website isn’t very helpful.

You can check your loading speed using Google’s PageSpeed Insights tool. If loading takes over 5 seconds, you must increase your website speed. Some tricks to improve your website speed are compressing large files and enabling browser caching.

Optimize for Local SEO

It’s okay to dream of having customers outside of your location and area, but studies have shown that people rarely hire HVAC companies who are far away. Most of your customers will come from your location, which is why we recommend that HVAC companies create geo-targeted content and optimize for local searches. This makes it easy to become visible to local residents, who will most likely knock on your office’s door.

Local SEO often entails using location keywords like (HVAC services in Ontario) or phrases like “near me.” It also involves identifying the local language and popular online hubs where you can post about your business.

Sign Up on Google My Business

Registering your HVAC business on Google My Business (GMB) is important to rank high in local online searches. A GMB profile will make it easier for customers to find you and your business information, such as address, working hours, description, pictures, and phone number. Google My Business is a free listing, and if you provide information about your business, you can stand out from your competitors.


When someone searches for HVAC services on Google, a panel at the top of the results page will display your GMB profile.

Improve Your Reputation

Another tip to improve your SEO strategy is to boost your online reputation. Do people think you’re the right person for the job? Will potential clients trust your expertise?

A great way to improve your reputation and authority is by adding customer reviews to your website and Google My Business. Look out for the reviews on your company and post the positive ones to encourage potential customers to do business with you. If you have negative reviews, respond to them to solve the customer’s issue. Reviews can be updated, so a negative review can be adjusted to a positive one if the customer feels it is justified.

Another strategy to improve your reputation is to keep your messaging and tone consistent across all websites and online platforms.

Business Citations and Online Directories

You should consider listing your HVAC business on online directories such as Yelp, Whitepages, and HomeAdvisor to improve your online ranking. Also, people who use the directories will be able to find your contact information and details about your HVAC business. Appearing in these online directories will give your company more credibility and increase customer trust.

Competitors Analysis

One of the steps HVAC companies often skip while implementing an SEO strategy is conducting a competitor analysis. You have many competitors in the HVAC industry, so it’s important to identify your top competitors.

Once you’ve identified your competitors, compare your website and page rankings to theirs. You can also determine what areas of your website might need improvement by checking out your competitors’ performance.

Track Your SEO Performance

You want to ensure that your SEO provides great value for your time and money. That’s why you should track your SEO strategy through every step by measuring KPIs such as:

  • Website Traffic
  • Leads
  • Keyword rankings
  • Sales

At Newfound Marketing, we can help your HVAC company implement a complete SEO strategy and track necessary KPIs to ensure you are getting a great ROI.

SEO for HVAC involves a lot of factors and can be difficult to implement at once. By following the basic steps we explained in this article, HVAC companies can increase their website traffic and generate high-quality leads. We recommend you start with one strategy, then move to the next until you have all your SEO strategies in place.

It would be best if you also considered working with a professional to handle your SEO needs and help you generate quality leads. At Newfound Marketing, we provide robust digital marketing services, including SEO marketing targeted at helping HVAC companies attract customers. We will handle all your SEO strategies, including keyword research, content creation, and website optimization.

Ready to receive tailored SEO solutions to grow your HVAC company? Schedule a FREE 30 Minute Strategy Session with our SEO experts at Newfound Marketing today!