Mastering HVAC SEO: 10 Proven Tips for Dominating Search Results

Happy Hiller Plumbing Heating Cooling and Electrical receives nearly 60,000 monthly visits from organic search alone.

Imagine that just 3% of these visits resulted in booked appointments, each at an average deal price of $422. That’s nearly  $800,000 in monthly revenue from HVAC SEO alone!

But this isn’t just a hypothetical scenario. 

In reality, Happy Hiller is dominating search results for a significant portion of its 50,000+ keywords.

As a result, the HVAC company

  • Responded to nearly 2 million service calls
  • Generated an estimated $110.4 million in annual revenue
  • Received a 4.8-star rating on Google and 7000+ customer reviews 
  • Appeared on the Inc. 5000 list of fastest-growing private companies in the US
Power of Hvac Seo

Done right, you rank higher on the search results page, get more quote requests and appointment bookings, and grow your revenue and client base. 

To achieve these, we put together a comprehensive list of actionable tips, including helpful tools and examples to help you implement them.

Here’s a quick overview of the tips we cover:

Tip #1: Identify the most relevant keywords for your unique services

Although it’s not the only ranking factor, search engines, like Google, look at your content for the same keywords as the searcher’s query to determine relevance, and consequently, rank the most relevant webpages. 

The whole point of SEO is to get more calls (not just traffic). That’s why we recommend targeting keywords that focus on specific problems your ideal audience has. 

That way, the traffic you do get results in more leads and customers for your business.

How to research and find the most relevant keywords for your services

1. Define your target customer(s), their pain points, and the services you offer

A typical HVAC customer falls into one of these four categories:

  • Homeowners who wants to heat or cool their personal space
  • Business owners who need HVAC solutions for commercial spaces
  • Property managers who need bulk services or regular maintenance contracts
  • Builders and contractors who want to partner with reliable HVAC businesses 

Survey your customers to find out which category makes up  your largest customer segment — so you can choose keywords that align with that category’s needs. 

You should also ask what pain points, challenges, and issues they often face.

Next, create a comprehensive list of their pain points and the HVAC Services your business offers them. 

This includes anything from high energy costs, poor air quality, and unreliable systems,  to maintenance, duct cleaning, and other specialized services. 

2. Research keywords relevant to your HVAC services

Take your list of services and pain points and brainstorm potential search terms people might use when they have those needs.

There are many ways to do this, but our basic recommendation is always to think like the customer. What would you search for if you were experiencing say a broken heater or an AC blowing hot air?

From there, draw out two main types of keywords:

  • Short-tail keywords or head terms: brief, general terms that have high search volume. Some examples are “air conditioning,” or “furnace repair.”
  • Long-tail keywords: more specific phrases that have a lower search volume but a higher conversion potential. Some examples are “emergency furnace repair in [Your City]” or “why is my AC blowing hot air?”

Targeting both keyword types in your HVAC SEO strategy increases your site’s visibility and attracts highly motivated customers who are ready to take action.

To find these keywords, use:

2.1 Freemium keyword research tools 

Some examples of these tools are Ahrefs Keyword Generator, Semrush Keyword Magic Tool, AnswerThePublic, and Moz Keyword Explorer.

Type any of your HVAC services into the tool to get a list of keywords to use. 

For example, type “furnace repair” into Semrush’s keyword research tool and set your target location before initiating the search.

Semrush Keyword Magic Tool

The tool will give you a list of short- and long-tail keywords, including their

  • Search volume: how often people use the phrase 
  • Search intent: what they are looking for or want to achieve
  • Keyword difficulty: how hard it is to rank for the keyword

You can also search your competitor’s site on Ahrefs or SEMrush to see the keywords they are ranking for. 

2.2 Google Autocomplete

Type your initial keywords into Google’s search bar and observe the autocomplete suggestions. These suggestions often include long-tail keyword ideas.

Google Auto Complete

2.3 Google related searches 

Scroll down to the bottom of Google search results to find related searches. These are often long-tail keywords related to the original search query.

Google Related Searches

4. Google’s “People Also Ask” section to get similar long-tail queries.

Google People also ask

Once you have these keywords, pull them into one central location (perhaps a spreadsheet) with relevant search information, such as search volume. 

Organize them by service category so you can easily find them when you want to start optimizing your website copy for local searches.

Tip #2: Add local search keywords to your website copy

People who use queries like “HVAC services in [location]” are often ready to make a decision, so you want to be there to capture them when they search.


Searchers often need help urgently, especially in cases of repairs and emergencies, and 87% of them use Google to evaluate and compare local businesses before deciding. 

How to optimize your website copy for local searches

  1. Research location-specific search terms

Use tools like Ahrefs (as we mentioned already) to find these keywords. Look out for search terms like “HVAC services in [Your City]” or “air conditioner repair near me”. 

  1. Once you have these keywords, review your existing copy on every page of your site, particularly your homepage, service pages, blog posts, and contact page.

Semrush has a site audit tool that analyzes your website’s existing content and highlights areas for improvement.

Semrush Site Audit

All you have to do is type your site’s URL and start the audit. 

You’ll get a report and recommendations for optimizing your site’s content based on your target keywords. 

  1. Once you’ve identified the pages to optimize and local keywords to include, use them naturally within your web copy. 

This includes your homepage, service pages, and blog posts. 

For example, if your HVAC business operates in a single (or multiple) location, use the service area(s) in your hero section and elaborate on how you cater to these needs. Logan AC & Heat Services executes this perfectly: 

Homepage Service Areas on Hero

It’s ok to use different wordings. Just ensure the services you offer and the areas you cover are reflected in your hero section and site title.

Each service page should include your target keyword in the title, subheadings, and within the service descriptions. 

For example, if you offer air conditioning repair services in San Diego, optimize your service page for “San Diego AC Repair Services,” just like Bill Howe does. 

Service Page Seo

If you do a search using this keyword, the HVAC company’s website dominates the page.

Service Page On Google Using Keyword
  1. If your HVAC business serves multiple locations, create dedicated pages for each service area.

Use local HVAC keywords naturally while providing specific information about your services in each region, and ensure that your business name, address, and phone number are consistent and accurate on all pages.

Apollo Service Pages Using Keywords

Tip #3: List your business on Google 

A complete business profile helps Google understand what your business is about. Include details like:

  • Your business name
  • Service categories 
  • Description
  • Business hours
  • Contact information
  • Team and work photos

These increase your chances of ranking higher for local searches. 

They also make prospects 70% more likely to visit your site and 50% more likely to request a quote or book an appointment. 

How to optimize your Google Business profile to show up in the search results

  1. If you haven’t already, create your profile first (follow the steps here). 
  2. After that, claim your business or verify your ownership

Make sure that your business name, address, phone number, and website URL are accurate and consistent with your other online listings. 

Yelp Google My Business and Website Footer Business Inconsistent Info

Inconsistencies in your business details across different online listings can be confusing for search engines and users.

  1. Fill out all the requested information on your GMB profile, including your business hours and special hours (if applicable).
  2. Select the most appropriate service categories that best describe your HVAC business to indicate your area of expertise.

For example, Reupert Heating & Air Conditioning chose categories that accurately represent the scope of its business.

Primary Secondary Categories

Selecting the primary category as “HVAC Contractor” ensures that Google understands the core of your business. 

The secondary categories further specify the HVAC services you provide.

These selections help potential customers find your business when they search for HVAC-related services in your area. Other things you can do to optimize your Google Business profile include:

  • Write a clear and concise business description that highlights your HVAC services, specialization, and what sets your business apart.
  • Regularly add high-quality photos and videos that showcase your HVAC work, team, premises, and equipment.
  • Create Google Posts to share updates, special promotions, seasonal HVAC tips, and announcements.
  • Update your profile regularly with new photos of recent projects or any changes in business hours.
  • Stay on top of questions and answers in your profile, providing accurate and helpful responses.
  • Turn on messaging so potential customers can contact you through your profile
  • Encourage satisfied customers to leave reviews on your profile and promptly respond to all reviews, both positive and negative.

Tip #4: Ensure your HVAC website design is responsive on mobile

57% of people use mobile devices and tablets to find local businesses online. 

As a result, search engines like Google predominantly use the mobile version of your site to index and determine how well you rank on its results pages. 

To make the most of this market trend and increase visibility and sales for your business, ensure your website adapts to different screen sizes and still offers mobile users the same delightful experience they’d have on desktop. 

Test your website using tools like Google’s Mobile-Friendly Test (before it retires in December 2023) or Chrome Lighthouse (which is its replacement).

Chrome Lighthouse lets you assess your site’s performance to see how well people can navigate your site on mobile and how long it takes to load.

To use Chrome Lighthouse, you can access it directly from the Google Chrome browser’s DevTools panel or use the command-line interface (follow the steps here).

Next, use a responsive web design that automatically adjusts your site’s layout and content based on the user’s screen size and orientation (if you don’t already).

Other ways to optimize your site for mobile search are:

  • Use a hamburger menu with large touch targets
  • Ensure that links and buttons are easy to tap on small screens
  • Choose legible fonts and format text to be readable on mobile screens
  • Ensure your text colors contrast with the background for easy reading
  • Minimize the number of required fields in your forms to reduce user friction
  • Use appropriately sized input fields, checkboxes, and CTA buttons large enough and well-spaced to be easily tapped with fingers 

Follow these steps to optimize your site on your own or hire professionals to do it for you. This way, you can focus on providing excellent service to the influx of new and repeat customers.

Need help improving your site’s
design and UX?

Tip #5: Improve your website’s loading speed

Page speed is a critical factor for improving your site’s organic ranking.

Google, for example, considers page speed as a ranking factor for mobile (and desktop) searches. 

The search engine recommends your web page’s main content shouldn’t take more than 2.5 seconds or less to load. 

LCP in a nutshell

Faster sites also create a better user experience.

Visitors are more likely to stay on your site, explore its content, and engage with your services if they don’t have to wait for pages to load. The longer they stay, the more likely they are to take a desired action. 

How to improve your site’s loading speed

Use image compression tools, such as TinyPNG, to reduce the file size of images while maintaining quality.

Tinypic Image Compression

Then, choose appropriate image formats like WebP.

If you have a high-quality image in JPEG format, for example, converting it to WebP will reduce its file size without significant loss of quality.

Also, use the “srcset” attribute to provide different image sources for desktop and mobile users (based on the user’s screen size and resolution). 

This way, users receive appropriately sized images—a larger image for desktop users and a smaller one for mobile users.

Other things you can include:

  • Load critical content, such as the main text and images, before other elements on the page to give users a faster initial view of the page
  • Choose lightweight themes and plugins if you use WordPress (or swap it for a custom web design where you have control over speed and your site’s UX)
  • Regularly monitor your website’s performance using tools like Google PageSpeed Insights, GTmetrix, or WebPageTest, to spot and fix errors fast

Tip #6: Create content that addresses common questions customers have

Search engines like Google reward helpful content where visitors feel they’ve had a satisfying experience.

So, if you want to rank higher, your content needs to provide comprehensive and specific answers to questions your ideal customers have. 

For example, Apollo Home ranks among the top three on Google for more than 200 high-intent keywords, such as: 

Search PhraseMonthly Search Volume
Why does my sump pump smell100 monthly searches
Does closing vents redirect air350 monthly searches
Can I snake my own drain50 monthly searches
How to winterize pipes250 monthly searches

These keywords are common questions HVAC clients have. 

As a result, they attract users who are actively looking to solve the problem themselves or hire a professional to do it for them. 

These keywords drive more than half of Apollo Home’s total monthly organic search traffic, resulting in more than 4,000 monthly visits. 

How to create content that satisfies readers’ questions

  1. Understand search intent—the reason why people are looking to read about a topic. 

There are four main types of search intent:

  • Informational Intent: users want answers or information about a specific HVAC topic using a query such as “How does a heat pump work?”
  • Navigational Intent: users want to navigate to a specific HVAC website or webpage using a query such as “Trane HVAC”
  • Commercial Intent: users are investigating different brands to choose the right one using queries such as “Best HVAC Services in [City]
  • Transactional Intent: users are ready to schedule an appointment using a query such as “HVAC services near me.”

Semrush keyword magic tool gives you an idea of the search intent behind different keywords. All you have to do is type in the keyword, and it will show you the intent behind the search. 

Tinypic Image Compression

This will help you create content that resonates with your ideal clients at each stage of their journey.

  1. Once you’ve identified the keyword’s intent, choose the content type that best satisfies that intent — a service page, FAQ page, a guide, maybe even a video!

For example, the keyword ‘how to winterize pipes’ would do great with a video showing someone winterizing pipes. Videos even come up for the search term on Google.

Google Video and Keywords Seo
  1. Share step-by-step actions the reader can take to fulfil their search intent. 

If they wanted to winterize their pipes for example, what would be the first step, and the next, and so on?

Share all of those in a step-by-step manner (much like this post does!), using short paragraphs, bullet points, and relevant images or videos.

Don’t forget to offer unique insights, solutions, or information that distinguishes your content from others too. 

Tip #7: Use relevant keywords in your site structure and content

On-page SEO helps people and search engines like Google understand the content and relevance of your web pages.

When your pages are well-structured and easy to navigate, visitors are more likely to have a positive experience on your site, stay longer, and potentially convert.

It also involves using relevant keywords strategically in your content. 

Done correctly, this helps match your content with the search queries of your target audience, making it more likely that your pages will appear in search results for those keywords.

How to do on-page SEO for your content

  1. Choose a primary keyword for each page you want to optimize

This should be the main keyword that accurately represents the page’s content. Then, identify related keywords that can be used to support the main keyword.

  1. Use your primary keyword naturally within the content

For example, you can use it once in the main title and introduction and several times in the subheadings and body content. 

  1. Avoid keyword stuffing, and aim for a keyword density that feels organic

You want to write with the user in mind—create content that answers their questions first before optimizing for search. 

Instead of repeating the exact keyword multiple times, use synonyms, variations, and related terms that naturally fit the context.

If your primary keyword is “air conditioner maintenance,” you can use phrases like

  • AC servicing tips
  • maintaining your air conditioning system
  • keeping your HVAC unit in good condition
  • routine air conditioner care
  • how to service your cooling system

These variations maintain the focus on the topic of air conditioner maintenance while avoiding the repetitive use of the exact keyword. 

It also provides a more comprehensive and user-friendly reading experience while helping search engines understand the content’s relevance to different search queries related to HVAC maintenance.

  1. Use header tags (H1, H2, H3, etc.) to structure your content
Headers org

The H1 tag should typically contain the main title, and subheadings (H2, H3, etc.) can organize the content into sections. Include keywords in some of your header tags when they make sense and are relevant to the content.

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Tip #8: Optimize meta tags with relevant keywords

Search engines use the title tag and meta description to determine the relevance of a web page to a user’s search query. 

When you include relevant keywords in these tags, it increases the chances of your page appearing in search results for those specific queries.

How to optimize your meta tags

Include your primary keyword in the title tag, meta description, and Uniform Resource Locator (URL) of the page. 

Optimized Meta Tags


  • Keep the title tag under 60 characters to ensure it displays properly in search results and make it concise, descriptive, and benefit-driven. 
  • Craft a meta description that provides a concise and compelling summary of the page’s content. And keep it under 155 characters to fit within search result snippets.
  • Create short, descriptive URLs that are preferred.
  • If your content includes images, use descriptive alt text for each image that contains the keyword when applicable.

Pages with the highest number of total backlinks usually rank best in Google.

That’s because Google uses backlinks to help determine the relative importance and quality of web pages.

When websites with high domain ratings link to your site, it tells Google that your site’s content is credible and useful enough for people searching for the topic. 

As a result, those web page(s) with lots of backlinks will rank better than others with fewer. It’s no wonder Google’s top result has an average of 3.8x more backlinks than those in second to tenth place.

Develop an in-depth resource that provides tips or answers to common HVAC questions your target audience has. 

These resources should be so informative and useful that other websites and industry influencers want to link to them as references.

For example, you could create a comprehensive guide titled “The Ultimate Homeowner’s Guide to HVAC Maintenance.” In this guide, you can cover topics like:

  • Seasonal HVAC maintenance checklist
  • Troubleshooting common HVAC issues
  • DIY vs. professional HVAC maintenance

Alternatively, you can create an industry statistics post. Those tend to earn links naturally from blogs and even competitors. 

After creating the asset, 

  • Make sure the guide is well-optimized for relevant keywords that your target audience might use when searching for HVAC information.
  • Share the guide on your social media channels, and encourage your followers to share it as well.
  • Reach out to industry influencers, bloggers, and websites in your niche and inform them about your guide. If they find it valuable, they’ll link to it in their own content.
  • Offer to write guest posts for HVAC-related blogs or websites. You can reference and link to your comprehensive guide within these guest posts.
  • Collaborate with other local businesses, such as real estate agents or home improvement stores, and suggest cross-promotions.

The key is to ask for a link back to your content or website in exchange for valuable HVAC-related content or expertise.

Tip! The quality of backlinks is more important than the quantity. Focus on earning backlinks from reputable and relevant sources, and avoid spammy links, as they can hurt your SEO.

Internal links make it easy for search engines to find and understand the structure of your website, resulting in improved search engine rankings and visibility.

Plus, when you link from one page to another on your site, you are essentially passing a portion of the linking page’s authority to the linked-to page. This helps to distribute the SEO “juice” across your site and boost the rankings of specific pages.

How Google Discovers Pages

If you haven’t already, create and submit an XML sitemap to Google (follow the steps here).

Identify the most important pages on your website, such as your homepage and key landing pages. Ensure that these pages are well-linked from various other pages within your site. 

Use descriptive anchor text that’s relevant to the content it’s linking to instead of generic terms like “click here.” 

Descriptive Anchor Text

Your internal links should also follow a logical and hierarchical structure. 

Organize your content into categories and subcategories, and link between related pages within the same category. This makes navigating your site easier for both users and search engines.

Tip! While internal linking is beneficial, excessive links on a single page can be overwhelming for both users and search engines. Keep the number of internal links on a page reasonable, focusing on quality and relevance rather than quantity.

Also, regularly check for broken links (links that lead to non-existent pages) and fix them. Broken links can harm the user experience and negatively impact your SEO efforts.

Treat HVAC SEO as an investment, not a one-time expense

SEO builds sustainable organic traffic over time; it is not a quick fix or a one-time solution.

That’s because the way people search for information online and the devices they use constantly evolve. 

And search engines like Google frequently roll out algorithm updates to give its users a more satisfying experience.

To stay ahead of these changes, you should continue to adapt your HVAC SEO strategies to align with current expectations.

Want to improve organic rankings, improve your site’s UI/UX, and get more qualified leads?


What is HVAC SEO?

HVAC SEO is the process of optimizing a website to improve its visibility in search engine results, such as Google, Bing, and Yahoo. Its goal is to rank your web pages higher so more people are aware of your business and hire your services.

How do I get my HVAC website to rank higher on Google?

To get your site to rank higher,
– Identify the most relevant keywords for your services
– Add local search keywords to your website copy
– List your business on Google
– Ensure your HVAC website design is responsive on mobile
– Improve your website’s loading speed
– Create content that addresses common questions customers have
– Optimize meta tags with relevant keywords
– Use relevant keywords strategically in your content
– Acquire high-quality backlinks from authoritative websites
– Use internal links to help search engines crawl & index your content

How do I get free leads for my HVAC business?

To get free leads for your business,
– Create relevant content about HVAC maintenance tips, energy efficiency, HVAC technology, or seasonal HVAC advice
– Encourage your satisfied customers to refer friends, family, and colleagues to your HVAC services.
– Ask your customers to leave positive reviews on platforms like Google, Yelp, and Facebook. 
– Use social media platforms to promote your business and interact with your audience. 
– Ensure that your business is listed on local online directories like Google My Business, Angie’s List, and HomeAdvisor.

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