Newsline / Business Services

Ask The Experts: Sept. 30, 2013

September 30, 2013

Question: What is SEO and why do I need it? 

Susan KimballAnswer: Search engine optimization (SEO) is the process of gaining and maintaining high rankings for your website in organic (nonpaid) results when a potential customer looks for an HVAC company on a search engine such as Google or Yahoo. The search terms that person types, i.e., “Furnace Repair in Portland,” are called keywords. As only 10 percent of searchers look beyond the first page of the results, a goal of SEO is to have first-page rankings for as many relevant keywords as possible.

Search engines use complex algorithms considering hundreds of factors to rank search results and constantly change those algorithms, so use caution when researching SEO tactics or hiring someone to do your SEO — outdated information or black-hat techniques that guarantee fast result could get your website penalized instead of highly ranked.

Some major factors for SEO success are including the keywords that you want to rank highly (such as those that describe your services offered i.e., “Furnace Repair” and service area i.e. “Portland”) in your website’s on-page content and code; structuring your website to be easily indexed by search engines; and acquiring links to your website from other trusted websites.

Susan Kimball, marketing coach for Nexstar® Network, helps members navigate through today’s maze of marketing opportunities. To learn more, visit If you have a question you’d like answered, email

Publication date: 9/30/2013 

Want more HVAC industry news and information? Join The NEWS on Facebook, Twitter, and LinkedIn today!

Did you enjoy this article? Click here to subscribe to The NEWS Magazine

You must login or register in order to post a comment.



Image Galleries

2014 World Energy Engineering Congress

Scenes from the 2014 World Energy Engineering Congress in Washington, D.C.


NEWSMakers: Kari Arfstrom

Kari Arfstrom, executive director of the HVACR Workforce Development Foundation, talks about the upcoming HVACR & Mechanical Conference. Posted on Jan. 23.

More Podcasts


NEWS 01-26-15 cover

2015 January 26

Check out the weekly edition of The NEWS today!

Table Of Contents Subscribe

Regional Standards

With regional standards for a/c equipment going into effect in 2015, how do you think it will impact the industry?
View Results Poll Archive


2015 National Plumbing & HVAC Estimator

Every plumbing and HVAC estimator can use the cost estimates in this practical manual!

More Products

Clear Seas Research


Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications, Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.


Magazine image
Register today for complete access to Get full access to the latest features, Extra Edition, and more.


facebook icontwitter iconyoutube iconLinkedIn i con