Tag Archives: Local SEO

How to Rank for “Attorney in Dallas” on Google (2020 Update)

Rank for Attorney in Dallas Blog Cover

Being an attorney means that you have a lot of competition in your particular geographic area. If you are an attorney in Dallas, TX, for instance, there are likely quite a few different competitors that are all vying for the same client pool.

For this reason, it is important to be able to rank on Google for your local area. When you can do this, it allows you to get in front of your target audience for relevant keywords on a consistent basis, creating more leads that eventually lead to the conversions that keep a business going strong.

So, how can you rank for “attorney in Dallas” on Google and keep your firm going strong in your geographic area? Here are a few helpful tips.

Create a Google My Business Listing

One of the most essential resources out there for any kind of business is the Google My Business listing. Business listings are essential in all formats as they allow those leads to find out more about your business and see how it ranks when compared to others.

With Google My Business, it is essential to provide all the relevant information pertaining to your business. All too often, businesses claim their Google My Business listing and then fail to list all of their essential information.

This can not only frustrate potential customers that are trying to find out information about your business, but it also ranks poorly with Google. Google and other search engines will punish those listings that have incomplete information. Don’t fall into that trap.

Once you have set up your Google My Business listing, there are a few things that you should add. Try adding a long, unique description with proper formatting. Definitely add your local phone number and choose all the relevant categories.

Photos are also a huge thing for Google My Business. It shoes your business in a more realistic light and makes it feel more personable than webpages with those stock photos that we have all seen before. If you want to rank for “attorney in Dallas”, this is one of the most important places to start.

Acquire Customer Reviews

There might not be a more essential aspect to both your business and ranking for search engines than acquiring positive reviews. Reviews are the quickest way to verify the reliability of a business as it has been used by others out there who want to give their opinion.

Having a page with a ton of positive reviews will do wonders for your search engine ranking. Positive reviews are treated with the utmost importance as engines like Google want to provide the best and most trustworthy results possible.

It is also worth noting that having a couple of negative reviews is not the end of the world. As a matter of fact, they can be quite positive. Having negative reviews can give your business a sense of realism that 100% positive reviews can’t.

Not only that, having negative reviews gives you a chance to respond. If you can respond in a timely and professional manner, it shows that you are willing to go above and beyond to create a positive experience for those who may not have had one to start.

Ranking for “attorney in Dallas” won’t be possible without having as many positive reviews as you possibly can.

Optimize for On-Page SEO

SEO is one of the most effective marketing strategies that there is. With a great location-targeted SEO strategy, you can have effective marketing at a fraction of the cost that others spend on their marketing budgets to achieve the same results.

There is a large weighting when it comes to on-page content for local search listings. This is why it is so important that, wherever possible, you get the most out of your content. There are a few important things to cover like adding your city and region plus a relevant keyword within your page title, page H1, page URL, landing page content, and within your ALT image attributes.

If you can achieve these in an organic way, your local on-page SEO will stand out in a positive way, garnering the results that you are looking for when trying to bolster your local SEO rankings and ranking for “attorney in Dallas.”

Produce High-Quality Content

One of the biggest factors for a strong SEO ranking is ensuring that you have relevant, quality content throughout your website. This is where having something like a blog can really come in handy for creating that kind of content.

The best strategy to take here is to look into what users are searching for within your given industry and then answer those with relevant and comprehensive content. This is to make your website the authority on the topic. When you do this, your website becomes appointment viewing and gives those on the fence about using your service the incentive to make that leap.

You don’t need to create daily content to have a strong content presence in your local SEO. But the fact is that you need to create relevant, interesting content that hits all of the on-page SEO factors. This will help you to rank highly for your local keyword searches and give you the leg up on the competition.

Ranking for “attorney in Dallas” can be difficult given the competition in the field and the size of a city like Dallas. That means making certain that your SEO game is as strong as it possibly can be so that you can be near the top of the rankings in your relevant keywords.

Without a strong local SEO game, it will be difficult to rank near the top of relevant keywords in your area. This means that your marketing strategy will face an uphill battle and that you will have to dedicate more time and resources to reaching your target audience.

Take the extra steps to enhance your local SEO game and you will see substantial strides when developing leads and finding new clients. Ranking for local SEO is the best thing that you can do for your business.

Posted: | Updated: May 14, 2020 | Categories: SEO

How Medical SEO is Helping Doctors in Dallas & Fort Worth

Medical SEO Dallas Fort Worth

The beauty of the internet is that it can help businesses in any industry and market. The largest companies in the world and the smallest in your community can all generate the leads that they need to sustain their business and keep it growing. That’s where medical SEO comes in.

Doctors and other healthcare professionals can generate leads to bring in new patients for their Forth Worth practice, keeping it healthy and thriving. And the fact of the matter is that every business needs that kind of help unless they are the biggest on the globe. Fort Worth SEO is your best chance.

There is one thing that you might be thinking: “just use SEO practices.” And while that isn’t very far off base, there is more to it than that.

What is Medical SEO?

Medical SEO is meant to increase your medical website’s search engine rankings. This makes you more visible on search engines that generate billions of searches each day, allowing your physicians and treatment centers to reach a larger audience.

Being able to reach a larger audience means that you can grow the patient list for your practice. Bringing in new patients each year is something that any practice has to do to stay alive. Having the right medical SEO can make all the difference in the world.

Why Invest in Medical SEO?

Regardless of how you feel about technology, there is little denying the impact that it has had on nearly every facet of life. Marketing has felt a tremendous impact due to technology and only continues to develop.

SEO is at the heart of this technological movement. Being able to properly optimize your website for search engines gives any business a fighting chance of showing up on the top page of searches for relevant keywords in their location.

And with most people now having a mobile device, being able to rank organically is more important than ever. The times, they are a-changin’. Or so the song goes.

So, how can you make the most of medical SEO to help your practice generate more leads for patients? Here are a few helpful tips.

Your Website Has to Have it All

There are three aspects that any website needs to have these days: it has to be secure, it has to be fast, and it has to be mobile-friendly. If your website doesn’t meet those criteria, there is a good chance that it will be hindering you more than anything.

Having a fast website is maybe the most important thing. Users have little to no patience for slow-loading websites these days. If your web page does not load within three seconds, it is likely that the user will have moved on to another website. Get your website moving at lightning speeds and you’ll have met one of the most important criteria.

Security, especially in the medical profession, is of the utmost importance as well. If a user feels like their personal information could be compromised while using your website, they will click away faster than you can blink.

And being mobile-friendly is becoming more important each day. That’s because more and more people are switching to mobile platforms to do their web surfing. If your website isn’t optimized for mobile, you are missing out on a massive portion of the audience that will likely not even give you the time of day.

Quality Content

It does not matter what industry you are in, having quality content is no longer an option, it is a necessity. If you don’t have quality content on your website, you are missing an important aspect that separates the best of the bunch.

For the medical profession, having a blog is a great idea. You can have informative content that answers all the relevant questions that your audience may have. Because when you can provide that informative content, your website becomes an authority and appointment clicking.

Think about it: a potential patient is on the fence about using your practice. They’ve seen everything that your website says about your practice but they still aren’t certain. Then they come to your blog.

They read an informative post after an informative post, showcasing your authority on all matters medical. This makes them feel confident that you can care for their needs, instilling a level of trust in your authority. Now you have brand awareness and a new patient.

You don’t need to have daily content to accomplish this so long as you post on a semi-regular basis. You can capture those patients that are on the fence and become an authority within the industry. This can even lead to other businesses within the industry referring back to you as that authority. That is a huge aspect of any successful website.

Google My Business

Online business listings are becoming more and more essential for a lot of reasons. Having a Google My Business page is perhaps one of the most important things that your business should have if it hopes to rank highly in relevant search results.

One common mistake is that businesses take out a GMB listing but don’t put in enough relevant information. That incomplete information not only results in issues with their SEO ranking, it also causes frustration among customers who want to find information out about your business but can’t.

When opening a Google My Business listing, it is imperative that you include all relevant information. This includes the name of your business, the address, and the phone number (NAP) as those are three of the most important pieces of information for any business.

Another great use of a Google My Business listing is posting pictures of your practice. Post real pictures of your staff and offices. This allows users to see your practice as it actually is, allowing them to feel like they know your practice on a personal level. Don’t forget to track your clicks to gauge performance.

Implement Video

One of the fastest-growing mediums on the web is video. Video allows a business to provide information in a new and interesting way. Best of all? Shooting informative videos is easier than ever before. It can even be done on a smartphone.

Being able to shoot quick, cheap, high-quality videos is an asset to any business on the web and is growing daily as a viable option for delivering content. Optimizing your content is fine and well, but attention spans are shorter than ever. Getting people to read anything, let alone posts on a website, can be a difficult endeavor.

Make the most of the video capabilities. Film posts related to specific health topics and even perform live Q&A sessions. This is a great way to drive interaction with your audience, drawing unique clicks to your website.

Video can also be incorporated through platforms like Instagram and Facebook Live. Creating these live, streaming posts creates a sense of appointment viewing. Your audience will feel compelled to join because of a fear of missing out.

They have to click to see what it is you are talking about and those clicks could be the one that converts someone who is on the fence about your practice. Reaching your audience is fine and well, but really reaching your target audience is essential if you want to convert more of those leads.

Local and Medical SEO are Changing Everything

Local SEO, in particular, has changed the game. Before, everyone on the web was competing for the same digital real estate, fighting for relevance on a limited number of keywords. But local SEO has refined that approach.

Local SEO is the method of refining those keywords down to a geographic location. And the vast majority of businesses only serve a certain geographic location anyway. Why would your Forth Worth area business want to compete for clicks from someone located in New York? The short answer is that you wouldn’t.

Local SEO allows you to rank for keywords that are refined to your service area. So instead of competing with everyone on the web, you would only have to compete with other relevant businesses in the Forth Worth area.

That ability to refine down the competition and reach your target audience more easily provides a game-changer for small, localized businesses.  This is the same case for Medical SEO: it allows practices in a given area to find their target audience and reach them in a far easier manner.

If you want to keep your medical practice growing, finding new patients that are the lifeblood of any medical practice, then implementing medical SEO is a must. Technology has made marketing in the digital world a necessity regardless of your industry; the medical field is no different.

There are plenty of other things that you can do to up your medical SEO game, but these tips will give you a head start on appealing to your target audience in new and unique ways. Patients in your area will be able to find your practice easier than ever before and your bottom line will be thankful for all of those technological progressions.

Posted: | Updated: Jan 13, 2020 | Categories: SEO

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

15 Local SEO Stats for 2019 (And How To Apply Them)

Local SEO Stats 2019 Blog Cover

1.) 80% of consumers lose trust in businesses with inaccurate online info

  • Source: Social Media Today
  • How to Apply: Audit every NAP citation for your business and ensure accuracy & uniformity
  • Tools to Help: You can use MOZ Local, Yext, or hire a digital marketing agency for citation cleanup

2.) 87% of smartphone owners use Google once per day (at least)

  • Source: HubSpot
  • How to Apply: Optimize your website for mobile devices, which prompt local-based search results
  • Tools to Help: Test your mobile speed with Think With Google’s free online tool

3.) 75% of users never make it to the 2nd page of search results

  • Source: Main Street ROI
  • How To Apply: Optimize your web pages for the highest possible rankings
  • Tools to Help: SEO agencies who specialize in on-page SEO & Google rankings

4.) “Near Me” type searches grew by an estimated 900% over a 2 year span

  • Source: Chat Meter
  • How to Apply: Invest in local on-page SEO which can prompt these kind of queries
  • Tools to Help: Check out Yoast SEO plugin for WordPress

5.) Google My Business influences local map pack results by more than 25%

  • Source: MOZ
  • How to Apply: Claim & optimize your Google My Business listing
  • Tools to Help: Perform a branded search of your company name and assess the results

6.) 72% of consumers point to positive reviews a trust indicator for a business

  • Source: Search Engine Journal
  • How to Apply: Ask for reviews from customers & monitor them as they are published
  • Tools to Help: Righteous Reviews widget from Dallas Fort Worth SEO (Call to Learn More)

7.) An estimated 50% of searches will be voice queries by 2020

  • Source: SEO Tribunal
  • How to Apply: Make content clear, concise, & conversational
  • Tools to Help: Try searching for your company on Amazon Echo or Google Assistant

8.) 50% of users would rather use a mobile browser than a mobile app

  • Source: Alps Net
  • How to Apply: Invest in local SEO & mobile optimization over App development
  • Tools to Use: Any & everything, MOZ, SEMRush, Yoast, Think With Google, etc.

9.) 50% of mobile searchers look for business identification, like an address

  • Source: HubSpot
  • How to Apply: Ensure your address is listed on the footer of your website
  • Tools to Help: Your left & right eyes

10.) 81% of consumers search online before making a big purchase decision

  • Source: Junto
  • How to Apply: Establish a strong online presence through your website & other profiles
  • Tools to Help: SEO literature, agencies, & software

11.) 70% of North Americans use social media daily

  • Source: Social Media Today
  • How to Apply: Create business pages/profiles on Facebook, Instagram, & other platforms
  • Tools to Help: HootSuite, SproutSocial

12.) Review signals have a more than 15% influence over local Maps rankings

  • Source: MOZ
  • How to Apply: Generate as many customer reviews as possible
  • Tools to Help: Righteous Reviews (Sends automatic text & email alerts to recent customers)

13.) The #1 local rankings receive 24.46% of clicks

  • Source: Chatmeter
  • How to Apply: Do as much SEO work as possible
  • Tools to Help: The aforementioned; MOZ, SEMRush, Yoast, etc.

14.) Google has 80.5% of the search engine market share

  • Source: Junto
  • How to Apply: Ignore Bing & Yahoo, since Google SEO will help rank you on them anyway
  • Tools to Help: Google Analytics, Google Webmaster Tools

15.) 61% of of smartphone users prefers Ads customized to their local area

  • Source: Rev Local
  • How to Apply: Utilize Google Ads (Formerly AdWords) to run a local Ad campaign
  • Tools to Help: Google Ads (formerly AdWords) & certified campaign managers
Posted: | Updated: Jan 8, 2019 | Categories: SEO