The cool, comfortable way to manage local SEO for HVAC

When the heating or AC breaks down, people need to find someone to solve the problem quickly. A recent study found that the local search term “open now near me” grew in popularity in the space of a year by 400%. So if your heating, ventilation, and air conditioning (HVAC) business’s local SEO strategy isn’t performing, that traffic is going straight to competitors. With "near me" searches becoming the norm, effective local SEO is crucial for HVAC contractors to survive.

Local SEO for HVAC presents unique challenges, so businesses need the right strategy and tools to get an edge. Because contractors have so much to deal with, Semrush developed this guide to make HVAC SEO strategy a breeze.

The value of local SEO for HVAC companies

As consumers increasingly turn to online search for HVAC solutions, a robust local SEO presence is key. But securing a prime spot in the digital marketplace isn't easy when you’re up against fierce local competition. HVAC contractors need to work especially hard to rise to the top of local SEO rankings.

Consumers often require immediate services, making local visibility imperative. In fact, 60% of users call directly from the SERP (search engine result page). When someone Googles "HVAC repair near me," they’ll find a mix of ads, directory results, and the coveted Local Pack.

Results for a local HVAC search

Google Ads may attract initial attention, but most scroll past them in search of higher quality organic results. Online directory results like Yelp and HomeAdvisor do a good job of guiding users to trusted service providers. But it’s the Google Local Pack that holds the most influence in local search. Google’s top three recommendations are often the only shortlist people need to make a decision. Users are a lot less likely to consider an HVAC contractor that finds themself in position four. Ambitious HVAC contractors would be wise to make the most of the opportunity presented by Google's Local Pack. And that requires a good understanding of local SEO for HVAC and ranking factors.

The role of business listings in local SEO for HVAC

Google is number one in local search, but contractors need a holistic approach to dominate the top search engine. The top three local ranking factors are distance, relevance and prominence, according to Google itself. And it’s with the latter that a strong business listings distribution is an especially powerful asset.

A Yelp listing for an HVAC company

Google and other search engines check citations to decide how well-known a company is and to verify its data. And fortunately, building out your HVAC listings has never been easier.

Use a free audit tool to check your essential details are accurate, consistent, and up to date. NAP (name, address, phone number) data is especially important to local SEO for HVAC contractors. Any discrepancies can negatively impact your rankings and confuse both potential customers and search engines.

Google Business Profile: The most important HVAC listing

The cornerstone of local SEO for HVAC is a well-optimized Google Business Profile. With the majority of searches occurring on Google Search and Google Maps, ensuring your profile stands out is crucial. 

A Google Business Profile for an HVAC company

 As with your other business listings, start by making sure your NAP data is correct. Avoid stuffing keywords into your business name. If Google believes “HVAC Service NYC New York'' isn't accurate, it may change your name itself.  Do your research and choose the most relevant primary category (you can choose up to 10 secondary categories). Your options are:

• HVAC contractor
• Heating contractor
• Heating equipment supplier
• Heating oil supplier
• Air conditioning contractor
• Air conditioning repair service
• Air conditioning store
• Air conditioning system supplier
• Ventilating equipment manufacturer

Also include comprehensive information such as services offered, service areas, contact details, and high-quality images.

Boosting local SEO for HVAC with a strong review profile

HVAC systems are the lifeblood of people’s homes and businesses. Because they’re so important, owners want to be sure they leave their systems in the right hands. This demands a high level of trust, and that’s where curating customer reviews comes into play. Actively seeking reviews from satisfied customers builds your online reputation. This helps potential customers in an emergency quickly see that they can rely on you.

Google reviews for an HVAC business

One of the most effective ways to reach out to customers for reviews is by SMS. The open rate for SMS is higher than email (up to 100% by some estimates) so it should mean a higher response. Tailor your outreach messages to the individual where possible. Personalization, gratitude, and simplicity work to get people to click the review link and post their opinion. Responding to both positive and negative reviews is equally important. Google Business Profile’s Help Center extols the virtues of writing responses to online reviews. It says replying to reviews “shows that you value your customers and their feedback.”

Voice search: The latest consideration in local SEO for HVAC

Voice search is on the rise as more and more users rely on their mobile devices to find local businesses. Assistants like Siri are particularly useful in HVAC emergencies when going hands-free can be a real lifesaver. The surge in voice searches jumped by 146% from 2019 to 2023. This underscores the importance of optimizing content for natural language queries. Work phrases like the following into your content for more voice search traffic:

• the best HVAC in [your area]
• emergency AC repair near [neighborhood]
• heating and cooling repair near [location]
• best air conditioning installation companies in [town]
• ductless HVAC system installation near [city]

How content marketing factors into local SEO for HVAC

HVAC contractors often overlook content marketing as part of an effective local SEO strategy. But well-optimized HVAC content can seriously help with your online visibility and authority. Create informative blog posts on your HVAC website that address common issues faced by residents in your service areas.

A local HVAC blog post

For example, write a seasonal guide for NYC HVAC that offers efficiency tips for the colder months. Or a post that shows a few maintenance hacks to prolong the life of rural HVAC equipment. If your HVAC business serves multiple cities or neighborhoods, create specific service pages for each location. Tailor content to the unique needs of customers in those areas and link to them from relevant listings and content. If you have an office or workshop, embed Google Maps on these location pages to help users see where you are.

Do your research and optimize content for high-traffic local keywords to boost organic and local search rankings. Optimizing titles, meta descriptions and content for local search boosts your chances of securing both organic and local results.

More local SEO tips for HVAC contractors

The more you work on your local SEO, the better your online visibility and the more your contracting business will grow. Fortunately, there are some additional steps you can take to turn up the thermostat on your HVAC local SEO.

Get your technical SEO right

The structure and code on your web pages play heavily into local SEO for HVAC contractors. Run an audit on Semrush or Google’s Pagespeed Insights to make sure your HVAC website is running optimally. You may need to invest in a web developer to help you, but it’s worth it for better local rankings. 

Ensure your website is mobile-friendly

Many users searching for HVAC services are experiencing urgent issues. That means they’ll likely be searching for solutions on their phone. Responsive sites don’t just improve user experience, they also impact rankings on mobile-first search engines like Google.

Implement local schema markup on your website

Structured data helps search engines understand your business details, such as location, services offered, and customer reviews. Mark up your NAP data with local schema so search engines don’t miss the data they’re looking to verify.

Earn local backlinks

Local backlinks from reputable sources can positively impact your local search rankings. Each link is like a little vote that tells search engines that other websites consider yours a valuable local resource. Build relationships with local businesses and industry partners to get quality backlinks from their websites. Sponsor local events and attend home improvement expos to earn local backlinks while connecting directly with potential HVAC customers.

Maintain an active social media presence 

The impact of social media signals on local SEO is a matter of debate. But it’s definitely a powerful tool for building your local online presence. Share updates, post promotions on your HVAC services or products, and engage with your community.

Partner with local influencers

Bloggers and social influencers carry a lot of weight, especially those who focus on local home improvement. As well as influencing customer decisions when choosing an HVAC contractor, they may also boost your local link profile.

Regularly audit your local SEO campaign

Use Google Analytics, Search Console, and Semrush to analyze local traffic, track positions, and identify areas for improvement. The more data you have, the better position you're in to make adjustments and keep climbing local rankings.