Lange Mechanical, a Leader in the Commercial HVAC Industry based in Houston, Texas came to Seota Digital Marketing with some specific objectives in mind. Although their 75-year-old company was doing well, the company had specific growth objectives in mind for 2024 and they needed a robust website with SEO “built-in” and an inbound marketing strategy based on next-level SEO strategies to drive their growth plan. The Seota team got to work, first by understanding their objectives which included:

Showcase the Lange Mechanical Services, LP Brand, and Service Offerings

Core brand values and guiding principles had to be quickly identifiable and connect with the target audience within 5 seconds of landing on the website. That is how long you have as a commercial services HVAC company to make an impression before website visitors move on to one of your competitors. Service offerings also must be easy to find and quickly accessible to keep those visitors on your website. and service offerings must be easy to access.

The objective here is simple, when visiting the website, clients and potential clients need to immediately recognize that Lange Mechanical Services, LP is a high-quality commercial services provider that they can trust and should engage with.

Be user-friendly and extremely mobile-friendly

In the commercial services sector, everyone is on the move, and they need access to information quickly and on whatever device they may be using at the time. Limiting the number of clicks a user must make to find the information they are looking for is crucial. That requires a website that is well-designed and is based on a solid understanding of the target customer. Our Seota website designers delivered.

The Lange Mechanical website design was not only optimized for technical SEO and speed but provided a high-quality user experience and looked stunning on all devices – desktops, laptops, phones & tablets. This is a critical component of Technical SEO performance, and you need to make sure your website is fully optimized for technical SEO. At Seota, we guarantee it will be.

SEO IS IN OUR DNA – That’s Why We Consider SEO Optimization from the VERY BEGINNING

A staggering 93% of global traffic comes from Google

Ninety-three percent of global internet traffic is driven by Google, making it the dominant search engine in the world. With its advanced algorithms and user-friendly interface, Google has become the go-to source for billions of people searching for information, products, and services online. The sheer size of the company’s user base and its influence on the internet make it a critical player in shaping the digital landscape, and a critical consideration for website design from the very beginning!

Leverage the brand palette

It was critically important to the Lange Mechanical team that the long-standing brand and brand palette be maintained. By integrating color and typography as appropriate while maintaining readability and responsiveness across devices the Seota team created a stunning website and updated logo that modernized the brand without negatively impacting its long-standing position as a commercial HVAC leader.

Integrate high-quality graphics and video

Video on a website increases engagement and has a significant impact on SEO performance. Website pages with videos are 53 times more likely to rank on the first page of Google search results. And potential customers who view a relevant video on your website are twice as likely to engage. For commercial services companies in a highly competitive market that can make an enormous difference in the number of leads you generate per week.

We Highly Recommend Using Video on Your Website

Including videos on a website can increase time spent on-page by 88%

Having videos on a website can significantly increase the time users spend on the site. This has been shown to result in an 88% increase in the average time spent on-page. Adding videos to a website can provide an engaging and interactive experience for users, encouraging them to spend more time exploring the site and its content.

MAKING USE OF NEXT-LEVEL SEO STRATEGIES MATTERS IN THE COMMERCIAL SERVICES SPACE

A Word About Entities and User Intent

Beginning our SEO conversation without first making a few comments about how entities and user intent impact your SEO strategy would be remiss of us.  So, we will simply provide some high-level concepts for you to consider and if you want to learn more about understanding these incredibly important concepts, well, reach out to us, and let’s talk strategy.

Let us start with a high-level understanding of entity-based SEO.  Entity-based SEO represents a change in basic assumptions in search engine optimization, focusing on the understanding and context of entities (people, places, things) rather than just keywords. Entity-based SEO goes beyond keywords, emphasizing the understanding of the context and relationships between entities. This results in more relevant search results that match the user’s intent.

Search engines are evolving towards semantic search, aiming to comprehend user queries in a more human-like manner. Entity-based SEO aligns with this evolution, ensuring that content is not only keyword-rich but semantically meaningful.  By understanding entities and their relationships, search engines provide users with more accurate and personalized results. This enhances the overall user experience, increasing satisfaction and loyalty.

Entity-based SEO often involves structured data to provide explicit information about entities on a webpage. This not only helps search engines understand content but also enhances the display of rich snippets in search results.  For businesses with a local presence, entity-based SEO is instrumental. It helps search engines associate the business entity with specific locations, improving local search visibility and attracting relevant customers.

Evolving Trend to Remember: As voice search becomes more prevalent, entity-based SEO becomes crucial. Voice queries often mimic natural language, and understanding entities helps search engines respond accurately to spoken requests.

As search algorithms evolve, entity-based SEO is well-aligned with the direction of search engine advancements. Investing in understanding and optimizing for entities future-proofs SEO strategies against shifting algorithms.

Keyword Research

Understanding how to identify relevant keywords for the HVAC industry is incredibly important. What people search for and how they search for it may not always align with the way you promote your services and your business. At Seota, we leverage sophisticated tools like CORA to not only understand how people are searching but to also understand how you stand up against your competition.

Do not get caught in the trap of simply using keywords and keyword phrases that align with the way you think about your business, leverage the tools and techniques for effective keyword research, and if you do not have the skills or the time to do it partner with an agency like Seota Digital Marketing to do it for you.

On-Page SEO

Optimizing your HVAC website is about more than just managing meta tags and headers.  It is about understanding consumer intent and how your target customer chooses to consume content.  More importantly, it is about understanding what type of content they are searching for and then making sure it is on your website.  You need to make sure that you understand the importance of including location-specific keywords and how to incorporate them effectively and efficiently into your content.  When including images, video and other digital assets on your website the technical SEO techniques associated with this activity are critical, and few understand how to do it properly to drive SEO.  The SEO experts at Seota do!

Local SEO Strategies

For HVAC Companies focused on growing their business within a defined localized market area, leveraging Google My Business is vital.  Local SEO is the art of optimizing your online presence to attract local customers. It is about making your business easily discoverable when people in your area search for products or services you offer. Your SEO Strategy should include identifying and leveraging relevant local keywords to make your business appear in local search results. Encouraging customer reviews and testimonials also need to be part of your ongoing strategy.  Good reviews are gold. The Seota SEO team can help you manage and boost your online reputation, encouraging satisfied customers to share their positive experiences.

Content Marketing

Creating engaging and informative content for HVAC companies is another technique that must be leveraged for your HVAC company to surpass the competition.  And when it comes to content marketing, you need to think about more than just the content on your website.  At Seota Digital Marketing we are firm believers in the power of PR-based content strategies, especially in the highly competitive HVAC space.

Blogs with highly relevant, localized content are also a must-have.  Think about the challenges your customers are facing and the problems they are trying to solve.  What are the seasonal issues or practices that your customers are facing?  These are all good starting points for developing powerful content marketing strategies and the SEO experts at Seota can help you turn this content into highly impactful PR-based strategies.  Our team has the connections and the tools to access well-established and well-known local publications and outlets to turn this content into SEO gold.  This is an advanced Local SEO strategy that few SEO agencies leverage.

Other content areas that you should not forget about include the use of case studies, FAQ’s, and digital tools that benefit your audience.  Promote local SEO case studies on your website and throughout your social media channels.  This type of content goes a long way towards establishing your business as a knowledge source which goes a long way towards establishing your authority, and thus your rankings, within your space and local market area. Staying updated on the latest SEO trends in the local HVAC industry will help you generate useful content ideas that can be leveraged to drive SEO performance.

Link Building

The backlinking game for SEO purposes has changed dramatically over the past few years.  gone are the days were quantity mattered more than quality.  However, following the quantity strategy in today’s environment, especially in highly competitive segments like HVAC services can have a dramatic negative impact on your SEO performance.  We encourage you to avoid this approach at all costs and do not let your agency convince you otherwise.

The quality of backlinks is more important than ever.  You want backlinks that are coming from reputable sources, and which have high authority and rankings themselves.  Remember our PR content approach, that is where these strategies overlap and agencies that really understand how to dominate in today’s SEO world get it.

Social Media Presence

Consumers in the localized HVAC space want to know what their friends and neighbors have to say about the services they provide.  Across every social platform, your customers are sharing recommendations and stories about their experiences.  Social SEO strategies are not just about getting involved in the conversation, they are about leveraging your social channels to share helpful content, including videos and how-to tools, giving you the ability to integrate social signals for SEO benefits.

Local Directories and Citations

This should be understood, but without having accurate consistent data in local directories is simply the ticket to entry.  Any SEO agency worth their salt will help you ensure that your listings are there but are they making the extra effort to ensure they are consistent?  Consistent NAP (Name, Address, Phone) information is simply necessary, otherwise you risk appearing to Google as an illegitimate business.

Do not forget our discussion about entity-based SEO. Establishing entities associated with a brand, such as products, services, and key figures, contributes to building brand authority. Search engines recognize authoritative entities, leading to higher rankings and increased trust. How are you leveraging this in your citation strategy? Entities are recognized across various online platforms and social media. Consistency in how entities are represented enhances the brand’s online presence and reinforces its relevance in the digital landscape.

Analytics and Monitoring

Setting up Google Analytics for your HVAC websites is the first step.  However, we find that many of our customers simply are not knowledgeable enough about how to interpret the data provided.  The Google reports can at times become overwhelming and difficult to use when monitoring key performance indicators (KPIs) for SEO purposes is the goal.

Seota Digital Marketing has a team dedicated to not only ensuring that your Google Analytics is set up properly, but we have the tools and expertise to integrate that data, along with other performance data from other sources, into performance dashboards that are easy to understand and accessible with the click of a button.

Final Thoughts

In the ever-evolving digital landscape, the HVAC industry is no exception to the dynamic shifts in consumer behavior and search engine algorithms. It is crucial to recognize that the traditional SEO game has transformed.

Advanced SEO is not just a trend; it is the key to unlocking unprecedented growth, establishing local dominance, and ensuring your HVAC business thrives in the digital age. Remember, the HVAC industry is facing key industry challenges including:

1. Intense Competition:
   • The HVAC space is highly competitive, with numerous businesses vying for the attention of potential customers. To stand out, an innovative approach to SEO is required.
2. Changing Consumer Behavior:
   • Today’s consumers are more informed and tech-savvy. They rely on online searches to find HVAC services, and their expectations for a seamless online experience are higher than ever.
3. Local Relevance Matters:
   • Local visibility is paramount in the HVAC industry. With customers often seeking immediate solutions, being at the forefront of local search results is imperative.

Seota Digital Marketing leverages the R.A.C.E. Framework to help you develop a strategy that incorporates all of the lessons highlighted in this article.  From ensuring you have a strong digital footprint that properly represents your brand to leveraging a smart content strategy that helps fill the top of the funnel to ensuring your website is designed to outperform in technical SEO and more importantly convert leads to measuring and reporting and the right performance metrics.  What makes the Seota team different is that SEO is in the DNA of everything we do.  We are so confident in our abilities to help companies drive performance that we back our work with a Performance Guarantee.

30-Day Money Back Guarantee – Our Double Guarantee

In the first 30 days, if you are not 100% satisfied with our work product and progress towards improving your SEO and Digital Marketing, for any reason, we will refund your money.  No questions asked.

Seota also guarantees that we will drastically improve your SEO within 90 days, or we will work for free until we do.

Let us embark on this journey together. Schedule a consultation to explore how advanced SEO strategies can reshape the future of your HVAC business.