Does Google Organic Search Still Matter for HVAC, Plumbing, and Electrical Companies?
If the majority of your marketing for your HVAC, plumbing, electrical, or other home services business has become focused on Google search and your company’s organic ranking, you’re at risk of being left behind. Why? Search engines and the user’s intent (reason for conducting the search), as well as Google’s ranking of searchable content, have evolved.
Consider, for instance, how the reasons people searched for “masks” changed after the 2020 COVID-19 outbreak. To adjust and improve the relevance of the search results, Google, which accounts for nearly 92 percent of searches, has had to evolve what it was showing users.
Changes in Content Ranking
Since 2000, Google has made 233 major algorithm changes* and with each core update, the way in which the relevance of content has measured the ranking signals has changed too. This directly impacts how companies rank in organic searches—making it continually more difficult to be found on the web amongst the 8.5 billion daily searches on Google.
If this weren’t enough, organic results have continued to be pushed down the page. Google Local Services, paid search ads, local geography ads, map packs, directories, and now AI all come before organic results.
What then is the best strategy? At BxB Media, we consistently incorporate Google best practices, which include creating content that demonstrates experience, expertise, authoritativeness, and trustworthiness (EEAT). In addition, we are constantly analyzing results and evolving our client strategies, both online and offline, to adapt to the changing digital environment. This gives our clients far-above-average rankings for keywords they care about.
Figure 1 below illustrates one of our client’s success via their keyword ranking report. In October 2021, the client had 1 percent of tracked keywords ranking on the first page of Google. As of October 2023, the client had roughly 81 percent of tracked keywords ranking on the first page. An impressive 47 percent are in the top three positions on average.
Having great organic results helps drive other aspects of an HVAC or plumbing company’s online presence including paid ads, Google Business Profile (GBP), rich snippets in Google, and a directory listing, to name only a few. Organic listings are not just about lead generation, they can have a bigger impact on a home services company’s overall branding.
Branding Is King
We may not be able to control what Google does, but it is possible to control how a brand is recognized and perceived locally. Companies with strong local brand recognition are more likely to retain a high search ranking, despite algorithm changes.
Being familiar with your company and its brand creates trust. This trust leads to more direct searches as well as prospective clients choosing your company over ads placed higher on the page. In today’s highly competitive environment, brand recognition is more critical than ever for remaining relevant and demonstrating your company’s value.
If you know BxB, you know we believe marketing is a holistic activity not just about leads or one platform. Marketing is about every aspect of your company brand and the ways you differentiate your company within the communities you serve.
Contact BxB for More Details
You’ve already heard much of this if you a BxB client. If your BxB Marketing Coach hasn’t already shared the new BxB Client Journey and Empathy Map for HVAC, plumbing, and electrical companies, ask them about it. If you are not working with BxB, reach out to us today to learn how we can help you build a better marketing strategy and grow your HVAC or plumbing company!
* Miracle Inameti-Archibong, “How to Use Brand SEO to Future-Proof Your Online Visibility,” MozCon presentation, Seattle, Washington, August 8, 2023.