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Google AdWords Keyword Discovery Process For HVAC Contractors

 

Learn how to turn AdWords search traffic into pure gold while avoiding costly errors 

 

 

 1. HVAC keyword phrases should be supported by useful and relevant content.

For example, an HVAC contractor found that many people came to their website in search of AC service offers. This was a popular keyword in search traffic, but they had no content specifically developed around it, and service offers were not properly displayed on the site.

 

 

For this contractor, considering the keyword’s relative popularity, it would have been foolish to not offer the proper and relevant content built around “AC service” related keyword searches.

 

2. HVAC keyword phrases should generate significant volume.

Researching keywords is a critical step in delivering visitors to your HVAC website. Some keywords may appear to be a good fit for your product or service.

In the air conditioning and heating industry we tend to think the term “HVAC” is a term consumer’s use.

While it has significant search volume, in reality, very few consumers even know what it means, much less use it when researching air conditioning and heating contractors.

I believe the majority of the search volume comes from industry tradesmen when they are doing competitive research and analysis.

 

3. HVAC keyword phrases can be “long tail.”

The average number of words that online searchers enter into the search interface constantly expands and evolves. 10 years ago, few would have put 8 words or more into a single search phrase.

But now these “long tail” keyword searches happen more and more frequently.

Recent studies indicate that user satisfaction goes up as the search query length increases. As we become more sophisticated with our search entries, we have developed an understanding that the more specific we make our search, the better our results become.

So think about what your customers are really searching for and expand the quality of their results from your website offers.

This improves the user’s experience within your offerings and webpage results, increasing the likelihood of converting visitors into  buyers.

 

4. HVAC keyword phrases should be relevant to the needs of the HVAC consumer.

Pick your offers carefully. Consumer needs are very specific and so should your offers be as well. If the consumer is searching “furnace repair” and you offer up an ad about system replacements, your efforts are wasted for both you and the consumer.

Carefully organize your offers into ad groups that contain ads that specifically meet the needs of the consumer search.

If you offer Google ads that don’t meet the search criteria your click-through rates will plummet, dropping your quality scores even further.

When beginning your keyword research ask yourself: When my customers search this term, what are they looking for? What do they want? If they find my site, will their needs be met?

 

5. HVAC keywords are selected based on the content of your site.

People often wonder why a particular AdWords ad isn’t placed number 1 for a specific keyword. You have to consider that the price you pay for any given click is driven by many elements, not just your maximum bid.

Google judges the overall relation of the ads you compose to the landing page the visitor will view when they click your ad.

If the connection is solid your quality score rises, along with your placement in the search results even without changing your bid.

Is the landing page 100% relevant to the content of the ad? If not, you should include content that matches the offer of the exactly closely.

Google monitors your ad and landing page content on a case-by-case basis. You need to do the same for each ad you write along with the content of your web pages.

Google has released the following as an indicator of what they look for when reviewing your site for a seamless transition from your paid search ads and the content of the site:

 

• Would you trust the information presented in this article?
• Is this article written by an expert, or is it shallower in nature?
• Does the site have duplicate, overlapping or redundant articles?
• Does this article have spelling, stylistic or factual errors?
• Are topics driven by the genuine interests of readers of the site?
• Does the article provide original content or information?
• Does the page provide value compared to other pages in search results?

 

Take a look at the pages on your website. Does it meet these criteria or is it lacking in some or all of the elements? If so, your time is well spent identifying the keywords that are driving the most relevant traffic to your site and revamping your pages to meet these Google expectations.

 

P.S. Get your free copy of https://tripleyourclicks.com/when-it-comes-to-email-leads-dont-take-five/ You need to read this eye-opening article before you respond to your next email lead. They have a crazy-short shelf life.

 

Question: Would your customers respond better using this method rather than your typical approach? What else works well for you? Share your comments now

 

This article is written by Michael Haines, the founder of AC Direct, the oldest and most visited HVAC e-commerce site in the country. Michael has generated over $40,000,000 in HVAC revenue using web based marketing from this and other sites, including local service and installation sites.

His websites have generated over 17,000,000 visitors and were featured in the INC 5000 list of fastest growing companies in America, 2 years in a row.

 

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