Does Onsite SEO Help You Get HVAC, Plumbing, and Electrical Leads?
In our last blog, we took a bird’s-eye view of technical SEO (search engine optimization) and covered how critical it is to your HVAC, plumbing, or electrical website’s overall success.
On the flip side of the SEO coin is onsite SEO, equally important for your website and essential to rankings.
Both of these SEO types work in tandem to be sure your website visitors can easily find your site on the Internet and then quickly find what they’re purposefully looking for. It works a little like GPS—showing you where your site is in context to everything else and then the clear instructions how to get there.
A Quick SEO Recap
According to Moz, a leader in the SEO world (and some will argue the leader), here’s the definition for SEO:
SEO stands for search engine optimization, which is a set of practices designed to improve the appearance and positioning of web pages in organic search results. Because organic search is the most prominent way for people to discover and access online content, a good SEO strategy is essential for improving the quality and quantity of traffic to your website.
Reminder: We are focusing on onsite SEO in this blog. For technical SEO, you can check out last month’s blog here.
What Is Onsite SEO for HVAC, Plumbing, or Electrical Websites?
Breaking down onsite SEO to its most basic, onsite SEO—also known as on-page SEO—envelops everything you do to your website to make it easy for search engines to find you amongst all the HVAC, plumbing, electrical, and other home services sites out there.
At BxB Media, we follow stringent best practices to ensure search engines, like Google or Bing, interpret your site’s content accurately as a human would and so users can quickly decide if your page answers their searches.
The target for onsite SEO is ultimately for both search engines and users to understand what each web page is all about. It also has to connect that page to a relevant search query via a keyword or set of keywords. Lastly, the SEO needs to determine if that page is helpful and able to rank well on a search engine results page (SERP).
When onsite SEO is done successfully, it helps connect HVAC, plumbing, or electrical leads straight to you and your site.
Onsite SEO Checklist for Your Heating and Cooling Website
Just like with technical SEO for home services websites, there is a pretty long list of onsite SEO elements to address. Below is a brief overview of a few select list items our team takes care of on your site.
One of the most important components to onsite SEO is your website’s content. The key for successful content, i.e., information addressing users’ searches, is creating it with humans in mind. Google penalizes content written exclusively for search engines. Content needs to answer specific searches in a natural, readable, and informative manner.
All of the list items below come into play here, working together for powerful SEO. These days, Google is outstanding at understanding the relationship between words and phrases. It frowns upon strategies and practices that try to get around their policies. At BxB, we keep on top of these ever-evolving regulations so your website’s onsite SEO is strong and effective.
SEO keyword optimization.
Optimization on a website means improving your website’s performance in various areas. Keyword optimization, or keyword research, is done with a user’s intent in mind. What will they search for when looking for a particular topic?
It’s imperative to get this right because that’s what search engines reward. The best keywords direct search engines to drive traffic to your website. This takes extended research and analysis on our part.
Great website user experience (UX).
UX, or user experience, means how a user of your website experiences everything on the whole. What is their interaction like concerning everything they are trying to find—your company information, your services, your products? Your site has to be designed to make this interaction as convenient and easy as possible for good UX.
Our BxB team additionally considers this in relation to technical SEO. UX is a vital part of SEO.
Google says you have to establish authority to rank. Simply because you have appropriate and descriptive content on your site—content that answers users’ searches and which search engines understand—doesn’t mean your site will automatically rank. But how to get authority?
You can build authority by linking on your site. What is a link? A link is an HTML code that points to another page or site. A backlink, or external link, points from one website to another. An internal link connects internal pages on the same site.
By establishing links, you show Google you’re an important and trustworthy site. Links you can share within your community and service areas go to potential customers. The more people from your local area coming to your site helps with ranking.
Title, URL, and description.
When building your website, things like your page title, SEO title tag, URL, and meta description all play important roles in onsite SEO. They contribute to drawing a higher CTR (click-through rate) on the page, informing Google what the page is about.
Your page title is one of the most vital onsite SEO methods for getting visitors to your site. Search engines need to be able to understand and catalog your page information. The same goes for your URL and meta description (a short summary of your page). If any of these elements is lacking, Google may not consider your site for ranking.
We touched on schema markup when we talked about technical SEO. Understand it’s equally important here with onsite SEO.
The only way search engines can translate what’s on your website is by “crawling” your site with software or bots, indexing your content for searches. Since HVAC, plumbing, and electrical sites can have large amounts of content, the words need to be labeled and organized in a way search engines can understand.
This is what schema, or schema markup is—and where it comes in. At BxB, we use schema to give your site’s data the imperative structure it requires.
Talk to Us About Your Website’s Onsite SEO
Once again, onsite SEO works hand in hand with technical SEO. With onsite SEO, our BxB team has more explicit influence with setting up your HVAC, plumbing, or electrical website for success.
We factor in many components, such as the elements we covered here, to be sure search engines direct searching users to you. Although this was only a brief explanation of onsite SEO, we would love to talk more about it with you anytime! You can get in touch with us here or connect with your BxB Marketing Coach if you’re already working with us.