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

For example, an HVAC contractor found that many people were coming to his website for offers on AC services. This was a popular keyword in search traffic, but they didn’t have content specifically built around it, and service offers weren’t displaying properly on the site.

For this contractor, considering the relative popularity of the keyword, it would have been foolish not to offer adequate and relevant content based on “CA service” related keyword searches.

2. HVAC keyphrases must generate significant volume.

Keyword research is a critical step in driving visitors to your HVAC website. Take advantage of Google Keyword Planner by entering a search term like “air conditioning repair” or “furnace replacement” and let the tool offer hundreds of relative alternatives.

3. HVAC catchphrases can be “long tail.”

The average number of words that online searchers enter into the search interface is constantly expanding and evolving. Ten years ago, few would have put 8 words or more in a single search phrase.

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

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

4. HVAC keyphrases must be relevant to the needs of the HVAC consumer.

Choose your keywords carefully. Consumer needs are very specific and your offers should be too. If the consumer is searching for “oven repair” and you offer an AdWords ad about system replacement, your efforts will be in vain for both you and the consumer.

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

Google judges the overall relationship of the keywords you select and the ads you compose to the landing page a visitor will see when they click your ad.

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

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

Take a look at the pages of your website. Do they meet these criteria or are they missing some or all of the elements? If so, identify the keywords that drive the most relevant traffic to your site and revamp your pages to meet Google’s high expectations.