Author Archives: Dallas / Fort Worth SEO

Dallas SEO: The Ultimate Guide

Dallas SEO Guide

What is Dallas SEO?

Dallas SEO is a series of tasks to optimize a Dallas-area business on search engines. Search engine optimization is all about getting more eyes on your business. After all, you can’t generate leads, convert those leads, and thrive in business without reaching consumers online.

The great thing about Dallas SEO is that you can take immediate steps to improve rankings. Then, depending on your niche, you can outrank competitors through a series of SEO tasks that focus on branding, content, and link building. Smaller businesses must invest in a quality SEO strategy.

For smaller businesses, local SEO levels the playing field against companies with ten times larger marketing budgets. With some strategic planning and due diligence, you can dominate your local market rankings through SEO. 

And for the city of Dallas, there are lots of opportunities. Sure, Dallas may be a densely populated market for most industries, but through SEO, you can stand out in the crowd – you have to get a little creative. 

And that’s what today’s post is all about. Dallas Fort Worth SEO talks about Dallas SEO and how you can utilize tried and proper tactics to climb to the top of the rankings. 

The Basics of Local SEO

If you have ever searched on Google, Bing, or Yahoo, you have probably encountered local SEO. That’s because almost half of all search engine queries seek local information. 

Modifiers like “near me” have skyrocketed over the last few years. As a result, the businesses that appear for “near me” or “in Dallas” searches are all exercising local SEO. 

Local SEO helps search engine users find local businesses. But more than that, it gives local businesses a chance to stand out to their target market. However, it doesn’t happen magically. You can’t just set up shop in Dallas and magically appear on local Google searches by magic. 

You need a strong web presence, and you need to utilize local SEO tactics to ensure that people see your business when they do “near me” or “in Dallas” searches. 

Key Section Takeaways:

  • Nearly half of all Google searches have local intent
  • No web presence equals no chance of showing up on local searches
  • Local SEO connects readily to spend consumers with local businesses.

SEO Ranking Factors for Dallas-area Businesses in 2021

Google classifies its algorithm so that no non-Google employee can accurately describe its complexity. Moreover, since Google regularly updates its algorithm (like every day), 3rd party trackers can’t accurately measure every aspect of its process. Nevertheless, Google occasionally recommends best SEO practices, and their general guidelines outline some of the dos and don’ts regarding search engine optimization. Let’s examine some of the known SEO ranking factors in 2021:

Content Quality

We know that Google values quality content and uses it as a ranking factor. However, questions remain about how Google grades content since machines analyze the writing rather than humans. Still, Google’s algorithm gets better each year at identifying quality, user intent, and authority. Additionally, Google can use user behavioral metrics to monitor how content engages users. 

Content Asset Screenshot
Content Quality Matters for Google

Topical Authority

Writing a robust content piece matters less when the website lacks relevance and previous history with the subject matter. For example, a roofing company writing about plumbing services can’t establish the same authority as a plumber doing the same thing. Establishing topical authority by publishing a series of topically related pages and posts is one of Google’s many ranking factors.

Dallas Topics
Establish Topical Authority To Earn Higher Rankings

Keyword Placement

Search engines look for keywords in familiar places like title tags, meta descriptions, body content, and alt text. Fundamentally, Google won’t even consider ranking a piece of content that fails to explain its subject matter. Thus, the algorithm’s first stage is identifying relevant pages based on keyword placement to the best of our knowledge. But, of course, to even get consideration, your website must exercise proper keyword placement.

Air Quality Keyword Placement Screenshot
Keyword Placement Helps Search Engines Crawl Content for User Intent

Link Building

We know that links are a Google ranking factor, albeit a controversial one. However, since links are easy to manipulate, Google consistently cracks down on malicious link schemes, link buying, and excessive link exchanges. With this in mind, links get rank your website #1 on Google but can also cause a manual penalty that de-indexes your website entirely. The key is understanding the difference between white-hat and black-hat links. Creating great content is the best way to earn links naturally.

Inbound Links Screenshot
Inbound Links Serve as Endorsements for SEO

Local Proximity

For Google’s Local Map 3-Pack, proximity matters. Users searching for a service on their mobile device will see results that are within a short distance. Google pulls your location from your business’s map pin, created when registering your address on a GMB listing. You can’t influence proximity unless you’re willing to move your offices into a more populated part of town.

Ranking #1 on Google Through a Local Service Pack
The Searcher’s Distance from Your Address Influences Results

Local Relevance

Local relevance is another ranking factor for Google’s Local Map-Pack. For example, a business with Dallas as part of its brand name has a better chance of ranking than one without the city name. Of course, there are other ways to establish relevance outside of your company name. For example, if customer reviews mention your location, industry, and other specific characteristics, you have a better chance of showing up for searches that mention any of the above. 

Local 3 Pack Dallas BMW Repair
Your Business Name May Influence Local Results

Local Prominence

Prominence is another way of saying authority and trust. A Dallas business with thousands of reviews, a complete website, and 25 years in business is going to rank better than a brand new company with zero reviews. In Google’s eyes, a trusted company is safer to put within the Google Map-Pack because users are more likely to experience satisfactory results. You can build your company’s reputation by getting more reviews and beefing up your website.

Local Prominence Dallas
Prominent Businesses Have an Advantage Locally

How To Improve Local Search Rankings in 2021

There are various ways to improve rankings in 2021, but first, you must evaluate your website’s current standing along with your Google My Business listing. For example, how old is your domain? How readable is your content? Are your title tags relevant to the consumers you’re targeting? Does your GMB listing show recent reviews?

Ideally, you want to show up first for target keywords. If not the first, then the second, and so on. It’s a simple concept but achieving a high ranking isn’t always easy. 

This section will discuss some of the most effective ways to improve your rankings in Dallas, TX.

Optimize Google My Business Listing

The fastest way to rank locally doesn’t involve your website but utilizes your Google My Business listing. GMB listings are free to claim and manage so that any business owner can get one for free. 

Registering on GMB is the easiest method for breaking into the Google local 3-pack, which will, in turn, ensure that your business shows up for many local searches. The goal is to appear among the top three listings when users perform a relevant search. 

Registering for Google My Business is free, and it doesn’t take much time. But be sure you fill out your profile with as much well-written information as possible, including services offered, operation hours, and correct contact info. Also, include high-quality images that convey authenticity to your future clients.

Manage Your Local Reputation

Search engines determine content relevance through a series of ranking factors. In terms of local SEO, one of the most important ranking factors is reviews. Reviews allow other people to learn more about your business, and they are a huge source of social proof. 

Ask your customers to leave reviews on Google and register on major review platforms like Yelp and the Better Business Bureau. Accurate business information is also a significant ranking factor. In addition, you can use a Local SEO tool like DataPins to automate review requests through text and email.

In addition, ensure that your website, GMB page, and all other directory listings include your business name, address, and phone number, listed correctly and uniformly. NAP consistency helps legitimize your business in the eyes of search engines.

Again, consider investing in Local SEO software like DataPins to streamline the entire process and boost rankings without much effort.

Perform On-Page SEO

On-Page SEO serves as the basis for your ranking strategy in Dallas. 

Google must know each page’s topic to rank them appropriately. On-page SEO refers to refining title tags, meta descriptions, keyword placement, and image alt text. Ultimately, Google crawls your website and gets its information from these leading indicators.

Of course, obsolete tactics like keyword stuffing no longer work for SEO. You can’t overuse keywords and rank on Google in 2021. Instead, focus on creating high-quality content and refining it with tactical on-page optimization. Write for the user first and foremost, and Google will take care of the rest.

Satisfying user intent is a central focal point for 2021 SEO. Users expect to find the most relevant page for their search. For example, if their query says: how much does a plumbing repair cost in dallas?, your page should directly answer that question and lead them to more resources that stem from their inquiry.

Generate Social Signals

Is social media a ranking factor for Google? No, it isn’t. At least not officially. But building a social media audience will help significantly with our next step, which we will get to shortly. Posting engaging content related to your industry on multiple outlets like Twitter, Facebook, Instagram, and even TikTok still helps you get your name out there. 

Don’t forget about Reddit. Helping to answer questions on Reddit threads will help you appear more on relevant searches. Also, though links from social media sites have rel=nofollow tags, they still count as a ranking hint in Google’s algorithm. So while social links are not a valid endorsement, they do hold influence.

Shares are one of the most outstanding social signals for SEO as they indicate interest in your service or brand. An example of a social share is when a Facebook user shares your blog post on their feed. As a result, other users engage with the blog post and then share the content themselves with an even broader audience. 

Build Links From Local Directories

NAP stands for Name Address Phone number. And NAP citations are an important local SEO ranking factor. A NAP citation is any instance of your business’s NAP appearing on a website other than your own. The more outside NAP citations you have, the more search engines index your site on relevant searches. 

You can find citation opportunities using online tools SeoFoxy and see where your competitors are getting their citations and start there. But it helps to ensure that your business is listed on review sites as well. You can also reach out to local organizations related to your industry and ask them to include your NAP citation on their sites. 

Most directories include space for your website URL within your profile. While these links count as nofollow links — meaning Google counts them as a hint instead of an endorsement, the locality and relevance of these links make up for their tag type and can boost your rankings quickly.

Focus Your Website on Local Consumers

Look your business up on Google Maps. For example, if you have your business set up on GMB and have uploaded pictures, you will see a listing for your business. In the bottom left corner of the listing, you will see a menu icon. Click the icon and select “share or embed map.” You will then see a code that you can use to embed the listing onto your website. 

Embedded maps show both your customers and the search engines where your business resides. Another location signal on your website is location pages—these pages, sometimes known as city pages, target cities, and towns within your service area. However, be careful not to publish excessive city pages since Google may view them as doorway pages instead of legitimate locations.

Another way to stress location on your website is by using geo-pins. A software called DataPins allows local businesses (like plumbers, pest control, etc.) to add Jobsite pins and publish those on their corresponding city pages. Pins serve as social proof and let users know you worked in the precise location.

Need Help? Dallas Fort Worth SEO is Here.

Anyone can implement all of the tips we have mentioned here. The list mentioned above should be any business owner’s starting point with SEO. But that’s not to say that it’s not time-consuming. There are also many more technical steps that can bolster your SEO strategy in 2021. 

So it helps to have a professional in your corner. Here at Dallas Fort Worth SEO, we provide basic and advanced SEO services specifically to help your business rank higher in the Dallas/Fort Worth area. So please find out how we can help you climb the local rankings by talking to us today. 

Posted: | Updated: Aug 11, 2021 | Categories: SEO

Legal Lead Generation for DFW Lawyers (Updated 2022 Guide)

Lead Generation Guide for Lawyers (Cover)

What is Lead Generation for Lawyers?

Lead generation for lawyers is the process of attracting prospects and potential clients for your Dallas / Fort Worth area law firm. Common lead generation channels include Google search engine, Google Maps, and Facebook Advertising.

Why DFW Law Firms Need Qualified Leads

The history of litigation is long and nuanced. Everyone needs a lawyer from time to time as they provide an essential service. But it is the reliance on these facts that cause lawyers to rest on their laurels. 

Just because you are a lawyer and provide an essential service doesn’t mean that you can sleep on lead generation. Lead generation is still critical to your practice, whether it’s a massive one or if you just started it. Lead generation is utterly crucial if you have just begun your practice. 

Remember that people have choices regarding which lawyer they choose to represent them. And if you compete for a saturated market like Dallas/Fort Worth, lead generation can be the difference between a thriving practice and one that’s barely getting by. 

With that, we’d like to dedicate today’s post to all the lawyers practicing in the Dallas/Fort Worth area. It’s easy to see why someone would want to start a practice here; there is plenty of opportunity in this central metropolitan area. 

But that also means there is a very healthy amount of competition. But fear not because we will provide you with some lead generation tips. Let’s get started.

Location # of Lawyers
Texas 56,000
Dallas County 12,000

Lead Generation for Lawyers

What is the process of lead generation for lawyers? Does it differ from other industries? Yes and no. Yes, because acquiring a lead for a law firm works in much the same way as, say, a dentist would go about obtaining a lead.

No, because it will depend on what you consider a lead. You can get very specific with what you determine to be a lead, but in a general sense, the process of lead generation for lawyers involves explicitly:

  • Getting Noticed: The first step in acquiring leads is getting noticed by the public. You can do this in several ways, including local SEO, which can be very useful, but the goal remains the same: getting your name out to as many people as possible.
  • Sparking Interest: Once the public knows your firm, you must generate interest in it. You have to provide the public with something that will entice them to contact you, view your website’s pages, and move further along the sales funnel.
  • Conversion: For lawyers, qualifying a lead entails a consultation, the lead filling out an online or physical form, or the lead requesting more information of some kind. But the ultimate goal is to get the lead to decide to use your services. 

How do Law Firms Generate Leads?

Now, onto the big question: how do lawyers find clients? The oversimplified answer to that is to generate leads. You can’t have any clients without any leads. And fortunately (or unfortunately, depending on whether or not you’re a “glass half full” kind of person), there are many lead generation methods for lawyers. Let’s take a look at the most effective ones:

  • Optimize your Website: People are taking to the internet to find local businesses more than ever before, so first thing first: you have to have a reliable website for your law firm. People tend to trust lawyers when they can see their faces, so make sure you have plenty of pictures of you and your staff and bios on your website. Optimizing it for search engine queries is also very important. Using strategic keywords and longtails can help get more web traffic to your site.
  • Fortify your Landing Pages: If you are utilizing any online advertising strategy like pay-per-click ads, your efforts (not to mention your money) will be in vain if you don’t have solid landing pages. Landing pages are what people see when they click on a digital ad, and they are distinct from the standard pages on your website. They need to help move the lead along the sales funnel. Make sure your landing pages have content that speaks to your leads’ needs. Infographics, pictures, and strong, clear calls to action should all be part of your law firm’s landing pages.
  • Get Reviews: Nowadays, most people trust online reviews as much as a word-of-mouth referral – and in many cases, even more than personal referrals. So getting reviews is very important. Remember your current and past clients and how much their review means to your firm. Make it easy for them by including a Google review button on your website and in emails. Ensure your business is available to review on multiple platforms (Google My Business, Avvo, Yelp, etc.).
  • Offer Content: One of the most effective ways to generate an email list, get people interested in your services, establish yourself as an authority, and of course, generate leads is to offer people content that is valuable to them. Content can be white papers, an ebook, or blog content explaining legal processes or answering questions your clients typically have about the law. Video content can also be beneficial, especially if you are utilizing any social media marketing strategy. 
  • Build Trust: Building trust is crucial for lawyers. Clients need to feel that they can depend on you as lawyers before becoming clients. One of the best ways to establish trust and generate more leads is to offer free legal consultations and promote it as a service feature. Of course, not every lawyer will offer this, but it’s an excellent method of attracting leads if you can. 

Don’t Forget About SEO for Lawyers

The last method of lead generation for lawyers but certainly not the least is SEO. We offer web design, content marketing, PPC services, and more here at DFW SEO. Contact us and get more clients through search engine optimization. Exclusive leads are superior for various reasons, and SEO secures leads that hold exclusivity to your brand.

First, exclusive prospects attribute their findings to your business and will likely return as repeat clients. Second, your brand gets reviews and testimonials from those clients, which helps expand your reach even further. To get started with lawyer SEO in Dallas – Fort Worth, call us at (800) 231-4871.

Posted: | Updated: Aug 29, 2022 | Categories: Uncategorized

HVAC SEO: A Search Ranking Guide for HVAC Companies

HVAC contractors share a common goal to generate leads for their business. Often times they are competing against contemporaries within their service area for the same customers. Traditional marketing methods like billboards and print advertising are no longer effective in achieving sustainable business growth in 2019. A newer and more intuitive marketing method has emerged onto the landscape in the form of Search Engine Optimization, known often as SEO. The objective of SEO is to rank a heating & cooling company on Google search results.

What is HVAC SEO?

HVAC SEO refers to a process of improving search rankings for an HVAC contractor or company. Although the task is most commonly associated with websites, there are several additional web entities that can rank on Google SERPs (Business Listings, Maps Listings, Social Media Pages, etc.)

Why Should HVAC Businesses Invest in SEO?

Of all the promotional techniques available to contractors in 2019, none is more effective over a long period of time than SEO. It’s no coincidence that search optimization is also one of the least expensive forms of marketing for heating & cooling companies. Investing in SEO is conducive to long-term success in the form of brand development, local trust, and most importantly lead generation. 95% of HVAC companies are looking for ways to generate leads, and SEO is quite simply the most attainable and cost-efficient route towards achieving that goal.

Elements of SEO

SEO can be broken down into 4 major elements. They are:

  • Local SEO
  • Off-Site SEO
  • On-Page SEO
  • Technical SEO

Throughout this guide you’ll learn why each element is important for search rankings and what kinds of tasks are involved in implementing them into a web presence. HVAC companies that perform well online utilize some form of each component into their internet marketing strategy.

HVAC SEO Elements

Local SEO

HVAC is a very local industry. Sure, there are a few national brands that provide services across the nation but even in those cases, a local hub is involved. To generate quality heating & cooling leads, one must target their local service area which is a defined radius within the general location of your business address. Google My Business and Google Maps, specifically, represent channels through which to capture coveted local leads. The two Google entities are connected to one another and have a major impact on SERPs. Aside from these two, there are also other measures that HVAC contractors can pursue to influence local search results online.

Google Maps

Google Maps determines the location of a HVAC business and modifies results based on relative geography. Searchers in Dallas, TX for example are more likely to see results for companies in Dallas, TX. This is true both in traditional organic results, but perhaps most importantly, in the Google Maps Pack. The Local 3 Pack is a SERP feature on many transactional search queries and serves as a convenient way to push a company to the top of search results and acquire more clicks. Google Maps uses markers to define precise location.

Google Maps Screenshot DFW

Google My Business

For a Google Maps listing to hold weight, it must be associated with a business, something that is achieved through Google My Business. By claiming a business on Google and verifying its address via postcard, HVAC companies can literally put themselves on the map digitally. By optimizing a GMB listing, you are giving your company a greater chance of ranking on the Local Maps Pack as well as increasing the conversions of visitors who come across your business online. Optimized listings also assist in legitimizing the trust and authority of your company.

HVAC Google My Business Screenshot

Google Reviews

Most local searchers check online reviews prior to making a purchase decision. Furthermore, Google Map Packs prioritize listings with a healthy number of reviews. So not only do reviews help increase visibility on SERPs but they also help convert customers who are in fact exposed to your listing. HVAC services become appealing to consumers when they can verify the company’s trustworthiness and conveniently contact them for a specific service. Reviews tie into Google My Business and Google Maps to consolidate all of those things in one presentation.

HVAC Google Reviews Screenshot

Local Reviews (Other)

Google is not the only platform on which reviews hold influence. While it is considered the most important review-type because of its connection to Google Maps and Google My Business, there are several others that should be monitored in addition. These include Facebook, HomeAdvisor, and Yelp to name a few. While you might look at Facebook as a social media network first and foremost, its popularity makes feedback more likely to be witnessed by prospective clients. Facebook supports business pages and has a verified review system.

Facebook Review Screenshot

Local Keywords

Keywords are a touchy subject in SEO for local businesses. The search volume collected from sources like MOZ and SEMRush are on a national level but there are a few ways to specify local intent. For example, a search of dallas ac repair provides a greater indicator of interest within the Dallas area than if the query had simply been ac repair. By extending the keyword with a local identifier i.e dallas, HVAC companies can better understand local search intent and need. These keywords can then be implemented within content, title tags, URLs and other SEO elements.

Dallas AC Repair Search Volume

NAP Citations

There’s countless business directories that exist online and they expand far beyond Google and Facebook. A known local SEO factor is the consistency and uniformity of contact information across these range of platforms. NAP stands for name, address, and phone number which have long been a signal of local trust. Directories pull their information from data mining sources like Acxiom which collect information from public records. Editing NAP information at the source (the data miners) can ensure it is properly distributed. You can also go through each listing individually.

Acxiom Listing Claim Screenshot

 

Off-Site SEO

When you think about SEO, you often think about changes made to your own web properties, especially your HVAC company website. But the truth is that many ranking factors involve elements that exist away from your main website. The optimization of these elements is known collectively as Off-Site SEO. There is some crossover between local and Off-Site SEO because NAP citations for example are a perfect example of off-page optimization elements. Any time an external domain is sending an inbound link or signal to one or more of your web properties, it can have an impact. Luckily there are measures contractors can take to improve Off-Site SEO.

Citations

NAP citations are part of local SEO but also off-site SEO. Citations come from external domains and if properly optimized showcase a link to your company website. This link is observed by Google as inbound. Although it is a NoFollow link, which means it doesn’t hold a great deal of link equity, it is still important enough to have a general influence over your web presence. While a single citation won’t do much for your SEO, enough of them will begin to make a collective impact that can translate into improved search rankings and greater authority and trust online.

NAP Citation Source Infographic

Inbound Links

Contrary to what many say about links, they heavily influence search rankings. It can be a tricky terrain to navigate for HVAC companies because link building often blurs the lines between white-hat and black-hat SEO. For those that don’t know the difference, black-hat SEO refers to manipulative SEO tactics while white-hat refers to straightforward and Google-approved methods. There are white-hat ways to build links and that’s what will be discussed in this guide. Engaging in black-hat methods can be dangerous for HVAC company websites. Spam links from blog comment sections for example, can prompt Google to manually penalize your site.

Inbound Links Screenshot

Link Building

There’s no shortage of legitimate link building opportunities for HVAC companies. Not all links carry the same equity however. NoFollow links are those that are established on business directories and social media networks. DoFollow links in contrast are secured on website pages within the body content, including on blog posts. DoFollow links carry more link equity, meaning they more heavily influence search ranking. NoFollow links can still hold value despite a lesser equity. NoFollow opportunities are plentiful since anyone can claim a business listing or share a blog post through social media. DoFollow chances are more difficult to find, but creating great content assets that are worthy of links is a great place to start.

Content Asset Screenshot

NoFollow Links

Since anyone can publish their website on their own social media page, Google can’t put the same equity in these links when ranking pages. These links are established by the company themselves and therefore are not a true indicator of endorsement or trust from a separate entity. Still, they do reveal at least that you as an HVAC company are active on platforms including business directories and social media networks and therefore still hold value. MOZ lists several of these link types on their local ranking factors study. Best of all, they are easy to establish because you can embed them manually.

NoFollow Links Screenshot

DoFollow Links

Links that require another person or company to cite your website or other web entity are known as DoFollow links. These types of links are the premium currency for online authority building. Since they cannot simply be added manually, they hold greater link equity. Someone going out of their way to link to your content, listing, or page, shows that it is providing value to their own visitors. These links are endorsements so to speak and therefore are naturally dependent on the quality of the domain that is linking to you. Ways to build DoFollow links include blogger outreach and content marketing.

DoFollow Links Screenshot

Social Media

There’s many social platforms through which to grow your HVAC brand off-page and it’s not just about link building. Many of your customers and potential future clients are using social media everyday. Whether it is Facebook, Instagram, LinkedIn, Twitter, or YouTube, they are frequenting one or more of these networks everyday. Social media signals are considered a local search ranking factor but they also indirectly influence brand recognition, trust, and other qualities that help solidify HVAC companies within their local communities. They can even be a source of lead generation in best case scenarios.

West O Plex AC Tweet Screenshot

On-Page SEO

The process of optimizing your HVAC company website is known as On-Page SEO. Because the actions take place on-page, you have a greater control of them than you do with off-site SEO. When people think about SEO they often think about on-page elements, specifically the usage of keywords within content, headers, and titles. To properly implement On-Page SEO, preparation is required. Website optimization should start with research (competition, keywords, etc.) and then follow with a strategy which can later be implemented through tags, urls, etc. The overall presentation of a website, including content quality, is also considered an On-Page SEO factor.

Content Quality

Google discourages keyword stuffing, making content quality an important on-page factor. Although keywords must be included within pages, they can’t be at the expense of quality. Every page of content (blog posts included) should provide value to the reader. As an HVAC company who offers gas furnace repair services, the corresponding page should inform the visitor and help them understand why you can perform the service for them. It should also include a call to action (CTA) and make it reaching your office phone line extremely convenient. All content should pass Copyscape to prevent duplication.

Copyscape Screenshot

Header Tags

Headers have also been important for SEO because they organize content and provide Google with a clear indicator of what the content is about. Headers are categorized by number. H1s are the largest headers and also the ones that carry the most weight for SEO. H2s are also important not just for SEO but for content organization. H3s and above are more about formatting than they are SEO but since they can improve the user’s experience, can still have an indirect influence over search rankings. Headers should ideally include keywords but maintain relevance and readability.

H1 Example HVAC Website

Image Optimization

Images are an often overlooked SEO element but carry significant weight in Google’s eyes. The optimal process in using images for web is renaming the file to match its relevance and using lowercase letters and dashes. For example an image showing your HVAC company truck would be hvac-company-truck.jpg. This file would then be uploaded to the server, embedded on the page, and tagged with Alt Text. For those unaware, Alt Text is a description of the image. In this case it would be as simple as renaming the file in title case lettering. So HVAC Company Truck would suffice. Make sure photos are not too large or they will slow down loading speeds.

Image Optimization Screenshot

Keyword Placement

Keywords can be researched using MOZ and SEMRush and then inserted within on-page elements. The best keywords have high volume and relatively low competition. But most importantly, they are relevant to your HVAC company and indicate a user intent that is appropriate for your website. The goal is to attract relevant consumers who are looking for heating & cooling services in your area. Keywords should be placed within content, images alt text, meta descriptions, and title tags. Remember to avoid keyword stuffing and implement LSI keywords for semantic search. Google tends to favor sites that have a wide span of relevant terms within the content.

Air Quality Keyword Placement Screenshot

Meta Descriptions

A meta description is a brief summary of a page and should accurately describe to users what they are clicking on. Optimal descriptions are 120-158 characters or 920 pixels as of 2019. A meta description should include the primary target keyword but not more than once. Just like with page content, stuffing keywords into a meta description is discouraged by Google and can hurt your HVAC website’s overall SEO. As a local business, don’t be afraid to include a phone number within your meta description either. It gives the users the option to call you right away.

Meta Description Screenshot

Title Tags

SEO titles are a user’s first look at your web page. They are the blue links you see on organic results from a Google search. Titles should focus on click through rate, keywords, and relevance. In some cases, branding your title tag is also appropriate. An optimal title tag is between 50-60 characters and can be checked with MOZ’s Title Tag Preview Tool. Keywords are most effective when they are the first part of an SEO title. The keyword can be followed with a sales pitch of sorts which can improve click through rate, or a branded term like your company’s name. Remember too that each page has its own title tag, and they should all be unique.

Title Tag Screenshot

Technical SEO

Some aspects of SEO are not plainly visible to the user. These elements either exist behind the scenes or somewhere that users don’t normally consider. Collectively, these technical components of search optimization are known as Technical SEO. They are often fundamental to the success of a website and have to do with its construction and operation. Everything from codebase to URL structure is considered part of Technical SEO. While some aspects are not difficult to adjust, most technical optimization requires knowledge of CSS, HTML, and website design. Technical elements often influence search rankings in more than one way.

Codebase

A clean and SEO-friendly codebase goes a long way towards improving the ability to rank on Google. CSS and HTML are the most common forms of coding and are languages in of themselves. Not just anyone can write code because it requires extensive knowledge of programming. Template websites often use blocked code that bogs down a website and limits customization. In contrast, from-scratch or “custom” websites are written with unique code that can be altered in any way necessary to improve SEO and create the best possible presentation. Make sure your site is backed up before editing code. 

Codebase Example

Mobile-Friendliness

Most visitors of your HVAC website in 2019 will be arriving on a mobile device. With this in mind, the site itself must be mobile-optimized. That means the display must meet the needs of mobile users and the navigation as well. Google’s recent Mobile-First Index rollout demonstrates their prioritization of websites that meet the needs of mobile users. This can include anything from display to speed and everything in between. A call to action for example can improve mobile-friendliness. A clickable phone number that links the mobile device to your phone line is a common and poignant example.

Mobile Display Example

Schema Markup

A microdata language developed by schema.org helps Google parcel websites more effectively and subsequently promote them to the right searchers. The action of applying schema code to a website element is known as “marking up” hence the name schema markup. Insertions of these microdata tags are highly appreciated by Google and makes their crawling process much simpler and much more effective. Just about any type of data can be marked up with schema. Everything from your HVAC company’s contact information to the service type is fair game.

Schema Markup Screenshot

Site Speed

As attention spans have grown shorter, the need for faster websites has increased. Websites that are fast generally rank higher because users stick around instead of exiting immediately. Sites that don’t load within 3 seconds can expect to lose at least half of their would-be visitors, a number that is frankly conservative in nature. The likelihood is that the vast majority of users in 2019 will exit slow-loading sites, especially on mobile devices. Google offers tools like PageSpeed Insights and Test Your Mobile Site Speed to help contractors gauge their site’s current speed.

Test My Mobile Site Speed Screenshot

URL Structure

When Google crawls a page they are looking for a logical and hierarchical URL structure. As an HVAC company, this means breaking down service pages into categories. If you provide both AC and Heating for example, each could be a top-level category (parent page) while specific services like AC Repair and Furnace Maintenance can be lower-level categories (child pages) to their respective parents. When URLs are properly structured, users can more conveniently navigate the site, and Google can more easily crawl it. That makes it a win-win for contractors.

URL Structure Screenshot

Website Design

Design matters for SEO both from an aesthetic and technical standpoint. How users perceive a website will influence their behavior which influences metrics that Google uses to determine search rankings. For example, a site with an appealing homepage and a clear call to action is more likely to keep users on the site longer than one without those qualities. That being said, the front-end of a website is really only half of its value. The back-end involves the codebase previously discussed and can impact SEO just as much as display, if not more so.

HVAC Web Design Example

Part II: SEO Tools

SEO tools are necessary for every element. They assist with:

  • Content Management
  • Keyword Research
  • Performance Tracking

Below we will outline some of the most popular tools in each one of these categories. HVAC companies can take advantage of some of these tools for free while others will require a financial investment either in the tools themselves or a marketing firm who deploys them.

Content Management

Applying SEO is much easier with a Content Management System (CMS) which makes the process much simpler. Many of the most popular CMS’s are intuitive and user-friendly. They also allow people without extensive knowledge of coding to insert certain SEO elements. Keep in mind however that a truly custom website, will still require unique coding, even with a powerful CMS on your side. Some of the most popular software on the market today includes Drupal, Joomla, and the most prominent of all of them; WordPress. The majority of websites on the internet today are using WordPress in some capacity. It is something to consider going forward.

Drupal

Drupal is an open source CMS available free of charge. Although it is used on less than 3% of existing websites, many of them are among the most elite. For example, Drupal is used on many corporate and government-level websites and blogs. It is distributed under the General Public License (GNU). Drupal offers users the ability to manage content including meta descriptions, title tags, and more. It is considered one of the top available alternatives to WordPress in 2019. Drupal has a large community of open source developers for plugin development.

Drupal Screenshot

Joomla

Like Drupal, Joomla is a free and open source content management system. It is specifically designed for publishing web content and has won several awards for its convenience and usability. The estimated usage of Joomla on existing websites is very similar to Drupal at around 3%. Business websites (including HVAC) seem to be the most common users of Joomla with it making up 9% of existing business sites. Joomla provides SEO out of the box, meaning its structure is conducive to favorable optimization, even without an in-depth knowledge of the requirements.

Joomla Screnshot

WordPress

WordPress is the most popular CMS on the market by a large margin. Conflicting reports of its actual market share exist, but it’s likely that the web-based software is used on more than 50% of all existing websites. That is absurd when you consider the amount of websites published each day. WordPress is open source like Drupal and Joomla and is widely considered to most user-friendly CMS on the market. It makes everything from on-page to technical SEO tasks seem easy. Although WordPress was once most commonly associated with blogs, today it is considered the standard for any website.

WordPress Screenshot

Keyword Research

Keywords are arguably the basis for everything SEO aims to accomplish. Without targeting specific users, an SEO strategy is largely irrelevant. Keyword research helps define that target by providing search volume, difficulty, and competition. There’s several paid options for detailed keyword research tools available on the market, as well as some free ones that offer similar value. Countless websites have found success on Google by identifying high opportunity keywords and there’s no reason why your HVAC company can’t be next in line for 2019. Having the tools is very helpful for keyword research, but knowing what to target is equally as crucial.

MOZ Keyword Explorer

MOZ is a powerhouse in the SEO industry and their keyword research tool; Keyword Explorer is one of the reasons why. Not only does this tool provide search volume but it also showcases difficulty and priority. You will notice strong variations in volume from one tool to the next but MOZ is generally considered one of the more accurate indicators of true search volume. Other tools use data collected from PPC campaigns to inform their final numbers, which can be misleading to contractors who are looking for organic SEO keywords. MOZ charges a monthly fee for their entire suite of tools, including the Keyword Explorer.

MOZ Keyword Explorer Screenshot

SEMRush Keyword Overview

SEMRush is a paid option which like MOZ provides more than just a keyword research tool. What it is most known for however is its keyword research tool known as Keyword Overview. In fact, SEMRush is the most commonly used tool to define keywords in terms of volume, competition, and opportunity. For example, their research of the term ac repair near me shows 12.1 K monthly searches with a keyword difficulty of over 60%. This indicates a high volume keyword that is also rather difficult to rank for. It is still attainable with the right strategy in place.

SEMRush Keyword List Screenshot

UberSuggest

Don’t have the money to invest in a keyword tool? Use Neil Patel’s UberSuggest which is basically a free version of SEMRush. The number on this tool cannot be considered as accurate as its paid alternatives but it certainly provides a general idea of a keyword’s relative popularity. To show the contrast between SEMRush and UberSuggest, the latter shows 27.1 K volume while the former shows the aforementioned 12.1K. UberSuggest also lists SEO difficulty and projects the chances of ranking in the top 20 for the keyword which in this case is 69%.

UberSuggest Screenshot

Performance Tracking

The ultimate goal of SEO is to generate leads for HVAC contractors but it’s nice to know the data behind why you are or are not achieving your objectives. In 2019, there’s a myriad of ways to track website performance, social media performance, and more. There’s never been more tools at the disposal of companies with websites or the agencies that represent them. Many of these tools are available free of charge with Google Analytics being the most renowned example of this. Aside from measuring the data behind success or failure in digital marketing, performance trackers also identify both problems and more importantly, solutions to help campaigns find their footing and improve their process to get them on the right path to success.

Google Analytics

Google Analytics is the most valuable performance tracking tool available because it comes straight from the source; Google themselves. Best of all it is free for anyone to use, so HVAC companies can install the tracking code on their website and begin to track all kinds of data, generate reports, and create measurable goals. Once installed, Analytics can reveal the number of organic clicks your website is receiving, the top pages visited, and all kinds of other useful data. The tool is also highly customizable so that data that’s most important to you can be highlighted.

Google Analytics Homepage Screenshot

MOZ Campaigns

MOZ Campaigns are part of the MOZ Pro SEO Suite which also includes the aforementioned Keyword Explorer. The campaign feature allows contractors to rack their website much like they can Google Analytics but also provides additional features that are useful to defining success. One such example of this is link tracking and domain authority. MOZ measures inbound links and their collective authority as it pertains to search ranking influence. Other campaign tracking focuses include historical keyword tracking which allows HVAC companies to notice spikes and drops in keyword rankings over the duration of their campaign, which can be years and decades. MOZ Campaigns can connect directly to your Google Analytics tracking as well for an even more informative tracking experience.

MOZ Campaign Screenshot

Open Web Analytics

Open Web Analytics is an open source web software that tracks and analyzes how users interact with your HVAC website. It is distributed under the GPL license and can be installed into your website’s codebase using JavaScript, PHP, and even API. OWL is among the most popular alternatives to Google Analytics and also comes in the form of a WordPress plugin. While its data will never be as accurate as Google Analytics since it is not straight from the source, some people prefer its dashboard and ease of use to the alternatives currently on the market as of 2019.

Open Web Analytics Dashboard

Source: Open Web Analytics

Digital Marketing Agency for HVAC Contractors

Throughout this guide we’ve mentioned marketing agencies as a possible solution to many of the challenges HVAC contractors face in 2019. Dallas Fort Worth SEO is the top Dallas SEO agency and can assist companies across the DFW Metroplex. With a team of 20 employees, diversely skilled in the full range of marketing specialties, we can provide a value to HVAC companies that few can compete with. Our expertise includes on-page SEO, off-site SEO, website design, content marketing, and reputation management. For a one-stop solution to all of your digital marketing needs, there is no superior choice to Dallas Fort Worth SEO. We work with contractors in Arlington, Dallas, Fort Worth, Frisco, Irving, Plano, and more.

Content Writing Services

Where do you go to find white-SEO content for your HVAC website? DFW SEO is the answer. We have a full staff of professional writers including an editor who reviews all pages prior to publication. Each page passes Copyscape before being published and follows a predefined SEO strategy. Our writers are trained in the latest SEO best practices to ensure that sites are in the best position to rank Google search results. Pages are written for each of your services so that you can rank for a wide variety of keywords rather than only the primary terms within the industry. Many of the niche terms that other sites don’t write about, can be quickly ranked for on Google.

Custom Web Design Services

In this guide HVAC companies learned about the importance of custom design for SEO. Dallas Fort Worth SEO offers custom websites for each client, designed by a true professional. We integrate your company logo, color scheme, and original pictures (you provide to us) to create an appealing and conversion-friendly lead generator. Our sites utilize responsive design to ensure their mobile-friendliness and display calls to action to increase conversion rates on each page. Our protocol requires that your website is checked every 15 minutes for server connectivity and is backed up weekly to avoid the repercussions of any unfortunate and unforeseen errors.

SEO Services

Our goal is to rank your website #1 for as many terms as possible. We don’t go only for primary keywords but instead for any terms that can get people onto your website and ready to call. For this reason, we focus on terms with buyer intent and implement them into your SEO strategy. Each of our clients is fully analyzed prior to developing the strategy so that our goals are aligned and we are on the same page. We then incorporate on-page, off-site, and local SEO to give contractors the best opportunity to rank on Google for high conversion keywords. Our typical clients begin to see results within a month of working with us. Part of how quickly you rank will of course depend on market competition and the age of your domain. Keep in mind though that even new websites can rank for less competitive keywords if properly optimized.

Reputation Management

Our native reviews widget; Righteous Reviews makes managing online reputation easier than ever before. The power of this plugin cannot be understated. Not only does it populate real-time reviews from the most authoritative 3rd party platforms (Google, Facebook, etc.) but it provides convenience to customers who don’t have time for a complicated review process. The widget creates a Review Us link directly on your homepage and also sends text reminders with links to customers who agreed to leave feedback. The Righteous Review plugin from Dallas Fort Worth SEO is something that consumers have never before experienced, and is something every HVAC company should pursue immediately.

Call 800.231.4871 for HVAC Digital Marketing Services in Dallas – Fort Worth

Posted: | Updated: Feb 8, 2019 | Categories: SEO

7 Social Media Stats For Small Business Owners

Social media is constantly evolving, and small business owners in Dallas – Fort Worth must learn how to leverage this medium to enhance their marketing campaigns. Since social media marketing is available toe everyone, it is one of the easiest and least expensive ways to grow your local business online. But before delving into the most recent social media data for businesses, we first must concede that social media as a marketing platform is free-flowing, and therefore, ways to best utilize it are constantly evolving. Before examining the statistics, let’s take a look at the top social media platforms of 2018:

Pew Research Center Social Graph

 

% of U.S. adults who use the following platforms as of 2018:

Social Media Usage for US Adults GraphsFacebook: 68%

Instagram: 35%

LinkedIn: 25%

Pinterest: 29%

SnapChat: 27%

Twitter: 24%

YouTube: 73%

WhatsApp: 22%

  1. 1. Of the U.S adults who use Facebook, 75% of them access their profile on a daily basis

Analysis – This data is hard to apply because of Facebook’s recent shift in algorithm which all but eliminates the organic reach of business posts. Facebook has focused on peer to peer interaction rather than business to consumer. Still, with the amount of users continuing to access their Facebook profile each day, companies must still devote an appropriate amount of resources to their FB business page. While organic reach is no longer a path to lead generation, the presence of a well optimized business page remains important for brand awareness

  1. 2. Instagram’s usage among U.S adults has grown by 7% in only 2 years, an increase unrivaled by any other social network

Analysis – Instagram is unquestionably the fastest growing social network, and this is a trend we can expect to continue its ascendance for the foreseeable future. IG business pages are now fully supported by the platform, making it easier than ever before for small businesses to join and market on the network. Business profiles are free, and unlike Facebook, your content has a decent chance to reach your followers, assuming that you are able to grow a base of followers in the first place. It’s best to recalibrate your resources to account for Instagram’s growing base.

  1. 3. Of Americans with a college degree, 50% use LinkedIn, as opposed to the 9% non-graduate Americans who use the platform

Analysis – Since LinkedIn is an employment based networking platform, some might read these numbers as an indictment against the non-graduate. These numbers don’t imply that non-graduates aren’t looking for employment, they are just looking through other channels. But since small businesses are part of LinkedIn’s target audience, it makes all the sense to brand your company on the network. Building business to business relationships, as well as finding highly qualified employees, can only help your bottom line.

  1. 4. 41% of women use Pinterest as opposed to only 16% of men, highlighting the largest gender gap of any prominent social media platform

Analysis – Small businesses should study their audience demographics, including gender. Who’s most likely to contact your service, is it a male or female, and what is their age? These are all questions every business should be asking, and supporting via tracked data. If your business does in fact often receive inquiries from women, it’s a good idea to establish a brand on Pinterest, even if you wouldn’t otherwise think to use the platform for business purposes. Every percentage you can earn above your competitor, brings you closer to the level of success for which your marketing campaign aims.

  1. 5. 49% of SnapChat users access their account more than once per day

Analysis – Nothing to see here for most small businesses. Since the network’s demographic leans exceedingly young, only companies whose target consumer is within the 18-24 age range should distribute resources to the platform. The general consensus among industry experts is that SnapChat is a community made up predominantly of tennagers, which eliminates many small businesses from the equation. There are however outliers that of course have a younger demographic, and therefore should go with the data takes them.

  1. 6. 73% of Twitter users say they also use Instagram

Analysis – Target these users on Instagram, instead of Twitter. All the engagement research says the same thing. Twitter is a network for celebrity engagement, while Instagram empowers the individual and in this case, the small business. That’s not to say you should ignore Twitter entirely, there’s just considerable limitations to your organic reach on this network. Much like Facebook, reaching followers organically through business posts is unlikely. Besides, tweets are published so frequently, that they become old news within minutes. Use Twitter to brand your company and to syndicate announcements made on other platforms.

  1. 7. YouTube, on mobile alone, reaches more 18-49 year olds than any cable network in the U.S.

Analysis – This data is astounding, and points to the new normal for video marketing. You don’t have to be a major brand to get video content in front of viewers in 2018, because it can be done easily with YouTube uploads. Of course, because so many users engage with the platform, the competition is fierce. To really create engagement on your YouTube channel it’s going to take time and dedication, along with a consistent effort to produce high-quality content. With advancements in smartphones, recording videos is easier than ever before, and several free apps also support the editing and branding of videos.

Social Media Marketing For DFW Businesses

If any of these stats make you wonder about your own company’s social media strategy, you should get in contact with Dallas – Fort Worth SEO today. We provide social media marketing services to small businesses throughout the Metroplex. As a forward-thinking service, we’ve crafted adaptable social media strategies to many businesses over the past decade. Utilizing Facebook, Instagram, LinkedIn, Twitter, and YouTube, we’ve helped companies connect with their consumers on their preferred mediums.

Aside from social media marketing, DFW SEO also provides social media advertising, specifically on Facebook. Because of the network’s shift in philosophy, reaching consumers organically through brand posts has become all but impossible. One solution is to invest resources in Facebook advertising, which makes sure your business and its services are being seen by Facebook’s massive user base. Call 800.231.4871 for social media marketing or advertising service in Dallas, Fort Worth, TX and the surrounding area.

Posted: | Updated: Jul 10, 2018 | Categories: Social Media