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SEO For HVAC Contractors: 2023 Best Practices

Matt Culloty Posted by Matt Culloty in Home Services 15 min read

marketing hvac contractor

Over 90% of consumers looking for HVAC contracting services turn to Google to find businesses to work with.

Of that 90%, 75% will never click past the first page of results

This means that if your HVAC company site doesn’t appear on the first page, potential customers cannot find you. 

Traditional marketing is dead, digital marketing for HVAC is the future.

This is why SEO for HVAC contractors is so important.

SEO or “search engine optimization” is the process of optimizing a website to appear on the first page of Google.

By implementing the steps covered in the article below, you can boost your sites rankings and be found by the people looking for you!

What Is SEO For HVAC Contractors

What is SEO For HVAC Contractors?

HVAC SEO is the process of optimizing a website in order to improve its visibility and ranking for HVAC-related search terms. 

By optimizing a website for relevant keywords, HVAC contractors can attract more potential customers to their website, generate more leads, and ultimately increase revenue.

This process involves various techniques, such as keyword research, on-page optimization, off-page optimization, and technical optimization

Keyword research involves identifying the most relevant keywords and phrases that people search for when looking for HVAC services. 

On-page optimization involves optimizing the content and structure of a website to make it more search engine-friendly. 

Off-page optimization involves building high-quality backlinks from other websites to improve the website’s authority and credibility. 

Technical optimization involves optimizing the website’s technical elements, such as page speed, mobile-friendliness, and schema markup.

By implementing these techniques, HVAC contractors can improve their website’s visibility in search engine results pages (SERPs), attract more qualified leads, and ultimately drive more sales for their business.

In essence, SEO for HVAC contractors is a critical part of digital marketing strategies for HVAC contractors who want to grow their hvac business and stay competitive in the industry.

Stick with us as we explain each component of SEO for HVAC contractors.

HVAC Keyword Research

HVAC Keyword Research

Keywords or key phrases are search terms that potential customers might use to find your business or information surrounding your industry. 

Start by brainstorming a list of potential searches someone might use when looking for HVAC services. 

When brainstorming, keep in mind the two main types of keywords: short-tail and long-tail

As the name suggests, short-tail keywords are one to thee words long, where as long-tail range from 4-8 words long. 

Short-tail keywords typically have very high search volume but are usually extremely competitive. 

Additionally, for local businesses, short-tail keywords are usually less of a priority as they have what is known as “national intent”, meaning that the people using them are looking for solutions on the national level.

For example, short tail keywords around the HVAC industry would look something like: “Best HVAC system” or “Cheapest HVAC unit” or a specific make and model of an HVAC unit.

On the other hand, long-tail keywords usually have less search volume but are less competitive. 

They may also provide an additional level of qualification that will increase the quality of traffic going to your site. 

These keywords are much more defined and usually include a location-based qualifier. 

For example, this can include terms such as “Emergency HVAC services near me”, “heating and cooling repair in (city)”,  “HVAC repair in (city), or “HVAC Installation in (city)”.

Go in-depth as possible with your keyword research. Try to cover every service your HVAC company offers. This will come in handy later.

As an HVAC contractor, you will want to focus on the longtail, location-based keywords when creating your list of potential keywords.

Once you have built out a comprehensive list of possible searches, throw them into a keyword research tool like Semrush, Ahrefs or Moz

If you do not have access to any of these tools and are looking for a free solution, try the Google keyword planner. 

It should be noted that keyword research tools are one of the most important tools you can utilize when attempting to optimize your website. While Google Keyword Planner is a free option, the data it provides is limited

If you are serious about growing your visibility online, we highly recommend investing in a keyword research tool (here at 7ten, we use Semrush).

Once you have your list uploaded to a keyword research tool, filter through the results and sort them by highest volume and lowest difficulty. 

Keywords that are high in volume and low in difficulty present the best option for creating content that will rank in Google. 

In the SEO industry, these keywords are known as “low-hanging fruits” as they yield the most results for the lowest level of effort.

Seo Content For HVAC Contractors

SEO Content For HVAC Contractors 

Now comes the fun part! Content creation. In order to show up on google for the keywords you have selected, you will need to build helpful and informative content targeting each keyword. 

This will help you build a “sales funnel” and become a trusted authority in your community around HVAC services.

For most HVAC companies, this will boil down to two main types of content, informational and commercial.

Informational HVAC SEO Content 

This type of content often serves an educational purpose and aims to address frequent questions or issues that customers might have regarding HVAC systems or services.

Here are some examples of informational HVAC SEO content marketing strategies that your company could create:

Blog articles

Blog articles can effectively offer informative content that tackles common queries or worries that prospective clients may have about HVAC services. For instance, a blog article could share tips for enhancing indoor air quality or discuss the advantages of regular HVAC maintenance.

Step-by-step guides

These guides can offer detailed instructions for typical HVAC-related tasks, such as replacing an air filter or resolving a thermostat problem. Such guides can be useful for customers who want to attempt fixing minor issues themselves before seeking professional help.


Frequently asked questions (FAQs) can be an excellent method to address usual concerns or inquiries that potential clients may have about HVAC services. For example, an HVAC firm might develop an FAQ page that responds to questions about the pricing of HVAC services, the range of services provided, or the expertise of the company’s technicians.

By providing valuable information to searchers, you build trust and trigger a phenomenon known as “reciprocity”.

Reciprocity is the idea that by giving something to someone without expectation of anything in return, they are more likely to want to give something back. In this case, their business. 

Additionally, by building out valuable, helpful content in your industry, you signal to Google that your business is a reputable and authoritative source. This in turn, will help your service pages rank higher on Google.

Commercial HVAC SEO Content 

Commercial content is content built out with the intent to convert visitors into leads. For the HVAC industry, these will be service pages detailing and explaining what you do, and how you’re business is different from others. 

Building out service pages is an essential part of SEO for HVAC companies. By creating a dedicated web page for each HVAC service, HVAC companies can provide more detailed information about their services and target specific keywords that potential customers may be searching for. This can help improve the visibility and ranking of web pages on search engine results pages (SERPs).

As a rule of thumb, it is recommended that HVAC companies create one page for each service they offer, such as air conditioning repair, furnace installation, or HVAC maintenance. Each page should be optimized for relevant keywords related to the service.

In addition, supporting pages can be created with geo-tagged headers to target specific locations where the HVAC company provides services. 

For example, if the HVAC company offers emergency HVAC repair to an entire state, the main web page itself could be titled “Emergency HVAC Repair in (state)” and additional web pages could be built out for each city the company serves in that state.

These supporting pages should be linked to from the main service page and should include relevant local keywords and location information in the headers and content. This can help improve the visibility of the website in local search results and attract more qualified leads from specific geographic areas.

HVAC companies can choose to link these pages in a drop-down menu in their website navigation, or provide a list of all the cities they serve linking to each individual city page on the main state page. Either way, as long as the pages are linked somewhere on the website, that is all that matters for SEO purposes.

By building out service pages and supporting pages with geo-tagged headers, HVAC companies can improve their visibility in search engine results pages, attract more qualified leads, and ultimately grow their business.

Local SEO For HVAC Contractors

Local SEO For HVAC Contractors 

Roughly 50% of all Google searches are performed by people looking for products or services in their local area. 

Local SEO is crucial for HVAC contractors as it enables them to focus on prospective clients in their vicinity who require HVAC services. Local SEO entails refining a website and online presence to achieve higher rankings in local search results, such as when someone searches for “HVAC services near me” or “air conditioning repair in [city].”

Here are some reasons why local SEO is vital for HVAC contractors:

Enhanced visibility for local HVAC keywords:

By optimizing their website and online presence for local searches, HVAC contractors can boost their visibility to potential clients seeking HVAC services in their region. This can help draw in more qualified leads and generate additional business.

More focused leads

Local SEO permits HVAC contractors to concentrate on potential clients who are more likely to become paying customers. This is because individuals searching for HVAC services locally are typically more inclined to need these services immediately.

Increased conversion rates

Local SEO can result in elevated conversion rates since it targets individuals actively looking for HVAC services in their local area. This implies that these prospective clients already have an interest in HVAC services and are more likely to become paying customers.

Stronger reputation

Local SEO can assist HVAC contractors in building a robust local reputation by ensuring their website and online presence are optimized for local searches. This can help boost trust and credibility for local services among potential clients and ultimately lead to increased business.

As we covered above, creating service pages that target local search terms is a great way to capture most of this organic search traffic. However, another important part of Local SEO must be addressed. The Local Pack.

Local Pack For HVAC

Why The Local Pack Is Important For HVAC Contractors 

The local pack, also known as the “map pack,” is a section of Google’s search engine results page (SERP) that features a list of local businesses related to the user’s search query. The local pack typically includes a map of the local area, three local business listings, and relevant information such as phone numbers, hours of operation, reviews, and directions.

For example, if someone searches for “HVAC services in [city],” the local pack may display a list of three local HVAC companies that match the search query, along with their contact information and reviews. The local pack is designed to provide users with a quick and easy way to find local businesses that match their search query.

The businesses that are included in the local pack are determined by Google’s algorithm, which takes into account various ranking factors such as the relevance of the business to the search query, the distance between the user and the business, and the business’s overall reputation.

Appearing in the local pack can be incredibly beneficial for local businesses, including HVAC contractors, as it can increase their visibility in front of potential customers who are actively searching for their services in their local area. 

Local businesses can improve their chances of appearing in the local pack by optimizing their website and online presence for local search, building high-quality backlinks, and maintaining positive customer reviews.

In order to appear in the Local Pack, your business must have a Google My Business Listing.

Google My Business For HVAC Contractors 

An HVAC contractor can use a Google My Business page to improve their online presence, increase their visibility in local search results, and attract more potential customers to their business. Here are some ways that an HVAC contractor can use a Google My Business page:

Provide accurate business information

Ensure that your business name, address, and phone number (NAP) are accurate and consistent across all online listings, including your Google My Business page. This helps customers find your business more easily and can improve your search engine ranking.

Add photos and videos

Including photos and videos of your business, team members, and completed projects can help potential customers get a sense of your business and build trust and credibility.

Manage reviews and ratings

Businesses with more reviews do better. Respond to customer reviews, both positive and negative, to show that you value customer feedback and are committed to providing excellent service. Encourage satisfied customers to leave reviews on your Google My Business page to improve your online reputation. 

Post updates

Share updates about your business, such as new services, promotions, or seasonal specials, to keep customers informed and engaged.

Monitor insights

Use the insights provided by your Google My Business page to track how customers are finding and interacting with your business online. This can help you identify areas for improvement and make informed decisions about your online marketing strategy.

Business Directories For HVAC Contractors

Why Business Directories Matter For HVAC Companies 

For HVAC contractors, business directories such as Houzz, Nextdoor, Yelp, and Thumbtack can significantly enhance local SEO. These directories can offer backlinks to the contractor’s website, which is a vital ranking factor utilized by Google, and can help optimize their presence in organic search results. Moreover, many of these directories are considered trustworthy and authoritative sites, often appearing alongside other organic listings on Google.

By ensuring their business is listed on these directories, HVAC contractors can boost their position in search results. Ideally, when someone searches for “emergency HVAC repair in [city],” the contractor’s business will appear in all three locations: the local pack, the organic search results, and the business directories.

Apart from providing backlinks and enhancing search engine rankings, business directories can also help HVAC contractors increase their visibility and attract more qualified leads. Many of these directories boast a substantial user base of potential clients actively seeking HVAC services in their local area. By creating a listing on these directories, HVAC contractors can reach a broader audience and improve their chances of being contacted by prospective customers.

It is crucial for HVAC contractors to ensure that their business information is precise and consistent across all online directories. This can help prevent confusion and bolster the contractor’s online reputation. Furthermore, contractors should prompt satisfied customers to leave reviews on these directories, as positive reviews can further strengthen their online reputation and bring in more business.

Last But Not Least, Technical SEO

Technical SEO involves optimizing a website’s technical components to enhance its search engine ranking and overall visibility on search engine results pages (SERPs). It focuses on refining the website’s backend structure, such as the code, site architecture, and server settings, making it more search engine-friendly and boosting user experience.

Some examples of technical SEO include:

Website speed optimization: Enhancing website loading speed by optimizing images, reducing server response time, and minimizing HTTP requests. Quicker websites often rank higher in search engine results pages and provide a better user experience.

Mobile-friendliness: Adapting a website for mobile devices, for instance, by using responsive design, has become increasingly crucial as more users access the web on mobile devices. Google has even adopted mobile-first indexing, primarily using the mobile version of a website’s content to index and rank pages.

Site structure optimization: Refining website structure by ensuring a clear hierarchy of pages, logical URL structure, and optimized internal linking. This assists search engines in comprehending the website’s content and improves user experience.

Schema markup: Employing schema markup to supply additional information to search engines, such as business hours, phone numbers, and reviews. This can boost the visibility and click-through rates of search engine results.

Canonicalization: Establishing canonical URLs to prevent duplicate content issues, which can adversely affect search engine rankings.

Technical SEO is vital because it helps search engines understand the website’s content and structure while ensuring a positive user experience. By optimizing the technical aspects of a website, it can enhance search engine rankings, attract more qualified traffic, and ultimately contribute to more conversions and business success.

Take Away 

Google is the most important internet marketing and channel for HVAC contractors. Its the first and last place people go to solve their problems and if they cant find you there, they most likely will go with a competitor.

If you’re serious about growing your business and remaining competitive, it is absolutely that you invest in search engine optimization. 

For most business owners, they dont have the time to learn about SEO, much less the time to implement it.

This is why 7ten Digital Marketing was started. We work with companies just like yours to increase online visibility, drive more leads, get more website traffic and ultimately help grow your business.

Let us deal with the nitty gritty technicals of online marketing so you can get back to what matters most, helping your community. 

author avatar
Matt Culloty