SMALL BUSINESS ADVANTAGES

Keyword targeting — Big brands often choose not to target specific keywords or are unable to use them for several reasons. The search engine optimization (SEO) keyword universe is limitless, and while the large companies are restricted to using specific ones by rule, a small business can take advantage of it.

For example, a large HVAC contractor brand would target keywords, like “HVAC companies.” A small company can attract a more specific audience with long-tail keywords, such as “HVAC companies, Las Vegas” or “air conditioning repair, Las Vegas.” Long-tail keywords aren’t as popular, but they are more targeted to specific searches and come with less competition; therefore, they are more affordable.

Brand authority and specific niches — A large HVAC contractor will focus on history and the quality of its services. Your small, local HVAC company can focus on blog articles, such as “Five Ways to Cut Costs While Staying Warm,” “Get Your Air Conditioning Ready for Summer,” “How To Fix Common Furnace Problems,” etc. Give your future customers valuable advice, not just sales tricks. Get those undecided people’s attention by teaching them what is suitable for them and not just telling them how professional your technicians are.

Quality content — Finally, all of the above should be integrated in your website content. While large companies need to be really organic in content, you can invest 10 times more effort in a single piece of content.

THE SEO PROCESS

I will walk you step-by-step through a proven process to move your company to the top of the Google search list:

1. Select Keywords

First, put together a list of keywords that reflect your services. You might try keywords, such as “residential HVAC company,” “commercial HVAC companies,” “A/C repair,” and “A/C maintenance.”

When you have a decent list, set up a free Google AdWords account. Small business owners can use the invaluable Google Keyword Tool to help them select the best keywords for their given industries. This allows you to type in your selected keywords to find out how much traffic they get. It also suggests related keywords that may not have occurred to you.

2. Optimize Keywords

When your keyword list is finalized, it is time to optimize them on your Google My Business page and your website.

Your Google My Business page appears in the “map” section of Google local listings. It boosts your online presence and gives prospective customers a short description of your services. It is much easier to increase your rankings faster with a Google My Business page than with a website.

Make sure all of these components are complete and accurate:

• Verification: You must first create or claim your business page and submit it for Google verification. Your verification is confirmed when you see a checkmark and the word, “Verified,” next to your business name;
• Listing information: Your business name, address, and phone number must be accurate and consistent in all listings. Let Google know your business is a local one by including a local phone number instead of an 800 number;
• Categories: Google My Business categories should focus on services. Along with HVAC, list any additional services your company provides, such as plumbing, electrical, and membership service plans. Try to select three to five categories;
• Description: This is a brief overview of your business that should end with a call to action;
• Hours: Ensure your business hours are correct and consistent on all internet listings; and
• Images: Add photos of your office, your management staff, your products, your team at work, etc. because this can dramatically increase customer engagement.

Website optimization — Begin with your home page and service pages because these pages are the most important. Optimize them for your buying intent keywords.

Later, you can optimize your blog posts and other content pages for research intent keywords.

Here is what to focus on:

• Home page: The title tag is the single most important element on your home page. It should be between 50-65 characters long and formatted similarly to: HVAC Contractor in {Your City} | {Name of Your Company};
• Meta description: The next element is the meta description, which lists your primary services and should end with a call to action. It must be between 100-150 characters in length. For example, you could use something, like {Name of Company} offers affordable {residential and commercial HVAC services} in {Your City}. Call {Phone Number} today for a free estimate;
• Headline: Make sure the visible headline is concisely descriptive and contains your primary category. This format works well: {HVAC Contractor} in {City, State};
• Page copy: The last major element is your page copy — a 500- to 1000-word descriptive section that provides some background information about your company.

You should briefly describe your services, and end with a strong call to action. Make sure to use your primary keyword throughout the page in a natural way; and

• Service pages: Create a separate page for each of your services. Optimize each service page in exactly the same way as the home page, making sure to substitute the relevant keyword.

Although SEO fundamentals and tactics may change, the goal of the search engine has always been the same — providing searchers with the information they’re after in a quick and easy way.  

Publication date: 3/12/2018

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