The services sector has it tough: there isn’t a catalog of professionally designed products to advertise or showcase in retail outlets. All you have is a name, a promise, and a niche. So, how exactly to make yourself visible in such a scenario if you happen to have an HVAC business? Through Google, of course.
Advertisements can only get you so far. If you want people in your area to reach out to you as soon as they face a relevant issue, you need to ensure you stay on the first Google page that answers their queries. And you can do this by increasing your website’s authority.
Content marketing can enable your businesses to get three times as many leads as traditional marketing channels, all the while costing 62% less. In this article, we’ll let you know how to go about it.
Let’s begin by discussing the organic process a client finds you through.
There are two ways a client’s search engine query will lead them to you:
In both cases, your prospects are highly unlikely to go through Google’s second page: they’re looking for a service, not attempting a school assignment. In fact, the first page captures 71% to 92% of the traffic. So, you need to maximize your chances of appearing on the competitor-swarmed first page. How to tell Google you’re relevant enough to rank on the first page, you ask? By having high-quality sites link back to you and by providing quality content of your own.
When another site links back to you, you call it a backlink. In technical terms, this refers to acquiring inbound links from external domains.
Backlinks tell a search engine that other sources find your HVAC or plumbing website valuable enough that they are linking back to it. So, the more credible and numerous these sources, the higher Google will perceive your authority to be. It’s essential to remember here that we’re not only talking about the numbers here – relevance and credibility matter more. Though, of course, numbers don’t hurt.
Let’s discuss ways in which your HVAC or plumbing site can secure links from external domains and its own posts.
The most accessible approach to getting backlinks for HVAC and plumbing sites is adding them manually. This is a good start for your HVAC SEO: go to online local business directories like Yelp, Google My Business, Facebook, Apple Maps, etc., and list yourself. Whereas such links won’t pass authority to your site, they will indicate your relevance to Google, which can help you rank later on.
If you’re in the HVAC and plumbing business and a part of associations like ASHRAE, ASME, etc., their website’s member section likely has space for you. Such sites have substantial authority and good viewing, so being affiliated with them has benefits, though getting links from here won’t build authority for your HVAC site either.
Approaching non-competitive, complementary businesses in your area for a link to your site is perhaps one of the most accessible yet effective ways you’ll find backlinks.
As a plumbing site, you’ll be hard-pressed to find many well-established relevant blogs that you can reach out to. Use geographical relevance here to make up for the lack of niche relevance. For example, an electrician in the area can mention you to their website visitors, and you can return the favor. This way, the users get added value through information, and you get a backlink.
You can write a few blogs relevant to your area of expertise and send them to home-improvement sites that accept guest posts. You can collect and narrow down your domain choices through tools like Buzzstream. In this way, you’ll be providing their audiences with quality content which you can even use to funnel them to your site if your anchor incorporation is smart enough.
If you’re having trouble narrowing down your plumber SEO link-building options, you can use a stealthier tactic: competitive link acquisition.
Here, you’ll have to use software tools like SEMRush and UberSuggest to see where your competitors have posted their links. Then, target those sites one by one by submitting your links through your guest blogs there.
You are an expert in HVAC especially to the general public and your potential customers. Leverage this knowledge to create valuable and high interest infographics, articles, FAQs, educational videos. Be sure to back link from the location you post these resources to your website. This will invite valuable inbound links to your website. Other websites will be more likely to link to your blog rather than a commercial or sales pages on your website.
By developing “your voice” and positioning yourself as an HVAC authority, you can build trust and confidence in your local area as well as improve the SEO and leads coming from your online marketing efforts.
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There’s a set of rules to follow when getting backlinks for your HVAC or plumbing site and going through them is essential before discussing the techniques through which you can get those links. Keep these factors in mind:
Your HVAC or plumbing business falls in the home improvement industry, so that’s the niche you should target when looking for opportunities to get backlinks. Geographical relevance will also add to the link’s usefulness: if you’re based in Texas, a link from an Australian blog won’t be as valuable for your SEO.
The quality of the site that’s referring you to its users matters much as well. Domain Authority is a fair enough indicator of the site’s quality, especially in the eyes of search engines. Use The Mozbar and find a website that has a DA of 30 and up. Though lower DA’s won’t hurt you, the results will not be as tangible.
The anchor text is what leads the users to click their way to your plumbing website, so its quality matters. If you’re sending in a guest post or asking for a link, use relevant keyword anchors, like HVAC services in Texas or Plumbing services in Austin. If your anchor isn’t suitable, it won’t help you rank.
Be cautious here, as Google will mark the usage of the same anchor repeatedly as manipulation. Avoid unnatural and misleading anchor incorporations as well.
Now that you’ve decided on a site and anchor, it’s time for you to arrange a suitable placement. Anchors that are placed in the introduction or body text are perceived as better by search engines than the ones in endnotes.
Winning links for an HVAC or plumbing site is not a hard job if you know where to start. Begin with manual placements, like directory references, and build your way to competitor acquisition.
Remember, the process will be slow. It can take around 2-6 months to rank on the first page of Google. However, the results will be worth it. Begin working on establishing your site’s authority today to enable sustainable growth for your HVAC or plumbing business.
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