More than just a seasonal service, HVAC companies now see year-round demand as consumers prioritize maintaining comfortable indoor environments, especially with extreme weather becoming more common.

But with this demand comes fierce competition. Without targeted local marketing, it’s easy for even the best HVAC companies to get lost in the shuffle. That’s why focusing on building a strong local and digital presence is so important in this industry.

What’s more, the first port of call people often have when they have a heating issue is Google. So, showing up in local searches is crucial. In this guide, we’ll cover everything you need to consider when you’re performing local SEO for your HVAC business.

Understanding Your Local HVAC Market

To run a successful HVAC business, it’s important to know your local market well. This means understanding who your customers are, what they need, and what other HVAC companies in your area are offering. 

Here’s how understanding your local market can help your HVAC business succeed:

Know Your Local Customers

Every community is different, and understanding who lives in your service area helps you market your HVAC services more effectively. For example, think about the age, income levels, and homeownership rates in your area:

• Age: Younger homeowners may be looking for energy-efficient systems, while older homeowners might care more about reliability and comfort.
• Income: Areas with higher incomes may be willing to invest in premium systems, while others may prefer budget-friendly options.
• Homeownership: Homeowners tend to invest more in long-term HVAC systems compared to renters, who may only need quick fixes.

By understanding these details, you can make smarter decisions about how to advertise your services and what types of systems or maintenance plans to promote.

Know the Local HVAC Needs

Like other home services businesses, your region’s climate and types of homes greatly impact the demand for HVAC services. For example:

• Warm climates will likely have more demand for air conditioning repairs, replacements, and routine maintenance.
• Cold climates might see more calls for heating system services.
• Older homes may need system upgrades, new ductwork, or other improvements.

Knowing the common HVAC issues in your area can help you focus your marketing efforts on the services that people are most likely to need.

As you can see in the image above, in our work with Cold Factor, we use this information to inform the messaging for that particular area, hitting home the importance of cooling systems in Texas.

Keep an Eye on Your Competitors

It’s always helpful to see what other HVAC companies in your area are offering. Are they focusing on repairs? Do they offer promotions or maintenance plans? By understanding what your competitors are doing, you can identify areas where you can do something different or better. For example, if most companies offer emergency repairs, you might stand out by providing energy-efficient upgrades or flexible financing.

It’s not just about their services, either: you need to see what they’re doing to get ahead in their marketing efforts. Has one of them doubled down on reviews, or have they obtained some local SEO services that have seen them jump up the rankings? It’s good to know what you’re up against.

Optimizing Google Business Profile

If you want your HVAC business to stand out locally, having a solid Google Business Profile (GBP) is a must. It’s one of the easiest ways to get in front of potential customers who are searching for HVAC services in your area. It’s also the quickest thing you can do to start on your local SEO.

Here’s how to get started and make sure your GBP profile is working hard for you:

1. Set Up and Verify Your GBP

First things first—if you haven’t already, go to Google Business Profile and set up a profile for your HVAC company.

It’s pretty straightforward, but one important step is verifying your business.

Google will send you a verification code, usually by mail, to confirm you’re the real deal. Once verified, your HVAC company will pop up in Google searches and on Google Maps when people in your area are looking for services.

2. Optimize GBP for Your HVAC Services

Now that your profile is up, it’s time to fine-tune it so customers can find you easily. Here’s how:

• Use Keywords: Think about what customers are typing into Google when they need HVAC help. Are they searching for “air conditioning repair” or “heating installation”? Make sure you use these keywords in your business description and services section to show up for the right searches.
• Define Your Service Areas: Be clear about where you work. List all the areas you serve so that people in those neighborhoods can find you when they’re searching for local HVAC services.
• Pick the Right Categories: Choose categories that match the services you offer, like “HVAC contractor” or “air conditioning repair service.” This helps Google connect you with people who need exactly what you do.

You can see how we’ve done this for Cold Factor’s GBP:

3. Keep Your NAP Consistent

This might sound simple, but keeping your Name, Address, and Phone number (NAP) consistent across the internet is super important. You want the info on your GBP profile to match exactly with what’s on your website, social media, and other places like Yelp or Angi. Why? If Google sees different addresses or phone numbers floating around, it can get confused, and your rankings might drop. Plus, customers need to be able to reach you without any confusion!

A simple way to do this is to enlist the help of a citation building service to save you time and hassle.

4. Get and Manage Customer Reviews

Customer reviews can make or break a business and are especially important for local services like HVAC. Encourage your happy customers to leave a review on your GBP page—maybe send them a link or a quick follow-up message after a job. Reviews help build trust with new customers who are checking you out for the first time.

And don’t forget to respond to reviews! Whether they’re glowing or not-so-great, replying to reviews shows that you care about your customers.

By optimizing your GBP profile, you make it easier for local customers to find your HVAC services, trust your business, and choose you over the competition.

Local SEO Strategies for HVAC Companies

Google Business Profile is just one part of the local SEO puzzle, though. Focusing on other areas of local SEO is a smart move, too. Local SEO helps ensure your business shows up when people in your area search for heating or cooling services.

Target Local HVAC-related Keywords

The first step in local SEO is targeting the right keywords. You want to include HVAC-related terms combined with the cities or areas you serve in your website content. For example, instead of just writing “AC repair services,” say “AC repair in [Your City].” Be specific! Whether you offer air conditioning repair, heating services, or maintenance, make sure you’re using location-based keywords where appropriate. 

For example, if you serve multiple areas, make sure to mention each one: “We provide AC repairs in [City 1], [City 2], and [City 3].“

If you only target one area, this could be across your website, but if you have several service areas or specific locations, you can create dedicated pages for those, too. 

Create Location and Service Area-specific Pages

If your HVAC business serves multiple towns or neighborhoods, create a separate landing page for each location. These pages should focus on the specific HVAC services you offer in each area and, of course, use local keywords. Not only does this help with SEO, but it also lets your customers know that you’re familiar with their area and ready to serve them.

For example, you might have pages like “Furnace Repair in [City A]” and “HVAC Installation in [City B].” Each page can highlight the services specific to that location and the unique needs of the area, like hot summers or cold winters.

You can see how we do this for Cold Factor with specific ‘areas we serve’ pages.

Optimize Meta Descriptions and Titles

Your meta titles and descriptions are what potential customers see in Google search results, so it’s important to include local terms here too. This not only helps with SEO but also makes it clear that you’re a local business ready to help people in your community. Use phrases like “Air Conditioning Repair in [Your City]” in your page titles and meta descriptions to attract more clicks from people in your area.

For instance, instead of “Expert HVAC Services,” try something like “Reliable HVAC Services in [Your City] | Heating & AC Repair.”

This can help improve your click-through rate, but it’s unlikely to improve your rankings specifically. Standing out in the results is important, though, as ranking alone isn’t always enough to guarantee a click.

Building Relationships with the Local Community

At Risely, we want our HVAC clients to get more involved in their community. Which is why we help them build relationships with local nonprofit organizations. Getting involved locally can increase your brand’s visibility and create lasting relationships that drive new business. 

Sponsoring local events, sports teams, or community programs is an effective way to increase your brand’s presence. Whether it’s sponsoring a youth soccer team or getting involved with a local charity, showing your support for the community helps build goodwill and trust. People are more likely to choose a company that actively supports the community they live in.

If you’re more of a hands-on person, you could even consider helping out with your van in the community. It would get you known as someone who wants to help and get your van all over the place.

All of this helps get your name out there and have people remember your business when they need HVAC services.

Running Localized Paid Advertising Campaigns

If you’re looking to boost your HVAC business and bring in more local customers, running paid advertising campaigns is a smart way to get your name out there. Paid campaigns let you target the people in your area who are most likely to need your services, whether they’re searching online or browsing social media. Here’s how to make the most of localized paid advertising:

Geo-targeted PPC Campaigns

One of the most effective ways to use paid ads is through geo-targeted Pay-Per-Click (PPC) campaigns on platforms like Google Ads and Facebook Ads. Geo-targeting allows you to show your ads only to people in your specific service area. That way, your budget is focused on reaching local customers who are actively searching for HVAC services.

For example, if you offer AC repair or heating installation in a particular city or neighborhood, you can set up your ads to only appear to users in those areas. This helps ensure that your ads are seen by the right audience—people who are nearby and need your services.

For local searches, these ads are called Local Service Ads. You can see an example of the ones we’ve set up for our client below. For these ads you need a Google Business Profile.

Leveraging Retargeting Ads

Retargeting ads are a powerful tool that allows you to reach people who have already visited your website or Google Business Profile. Maybe someone checked out your HVAC services but didn’t book an appointment right away? Retargeting ads keep your business front and center, showing reminders to potential customers as they continue to browse the web or social media.

For example, if someone visits your website to look at furnace repair options but leaves without making a decision, retargeting ads can show them a promotion for furnace tune-ups when they’re on Facebook or Google later. It’s an effective nudge that can turn interest into action.

Leveraging Social Media to Grow Your HVAC Business

Social media is a powerful tool that HVAC companies can use to connect with local customers, build brand awareness, and generate leads. Here are some tips on how to leverage social media for local engagement:

Share HVAC Tips and Promotions

One of the easiest ways to engage your local audience is by sharing helpful HVAC tips and advice. Posting content that offers value, such as how to maintain your air conditioning system in the summer or quick fixes for a faulty heater, will position your company as an expert in the field. 

In addition to tips, share promotions and seasonal offers to attract customers. For example, post about discounts on winter heater tune-ups or summer AC servicing. These posts encourage followers to book your services and share deals with friends and family.

Interact with Local Customers and Businesses

Take the time to interact with your followers by responding to their comments, answering questions, and engaging in local conversations. If someone comments on one of your posts with a question about their HVAC system, offer a helpful response. These small interactions can build trust and make people more likely to choose your business when they need HVAC help.

Tracking and Measuring Local Marketing Success

Set Up Local Analytics and Use Call-tracking Software

Use tools like Google Analytics to track important data like phone calls and website visits. There’s a dedicated tool in GBP too, known as Google Business Profile Performance. This helps you see how potential customers are finding and interacting with your business online. 

Call-tracking software like CallRail allows you to monitor the calls coming in from your local marketing campaigns. By assigning unique phone numbers to different ads or landing pages, you can track which campaigns are most effective at driving calls and, ultimately, new business.

Review Local SEO Rankings Regularly

Your local SEO rankings are a key indicator of how visible your HVAC business is in your area. Use local rank tracking tools like BrightLocal’s Local Search Grid to check your rankings for important keywords like “AC repair in [City]” or “heating services near me.” Regularly review these rankings and adjust your marketing strategies as needed to stay competitive and improve your visibility in local searches.

Regular SEO rank trackers won’t cut it when you’re tracking these sorts of searches.

By tracking your marketing efforts and making data-driven decisions, you can continually refine your strategy to attract more local customers and grow your HVAC business.

Last Thoughts

Local marketing is essential for HVAC companies looking to stand out and grow in a competitive market. By implementing strategies like optimizing your Google Business Profile, focusing on local SEO, engaging with your community, and running targeted ads, you can attract more local customers and boost your business.

If you’re an HVAC business owner, now is the time to start using these strategies to stay ahead in your local market.

That’s a staggering number, creating a massive demand for reliable moving services. However, the challenge for moving companies lies not in the demand but in standing out from the crowd and attracting new customers. In a competitive market, exceptional local marketing, whether local SEO, social media, or paid advertising, is not just an advantage—it’s a necessity.

This article is your roadmap to mastering local marketing, designed to help your moving company rise above the competition and capture the attention of those 31 million movers. Buckle up, and let’s dive into the strategies that will transform your business!

Getting to Know Your Customers

Understanding your audience is vital to offering the right moving services. There are two main types of moves: residential and commercial. Residential moves cater to families and individuals moving to new homes, while commercial moves involve businesses relocating their offices or facilities.

When choosing a moving company, customers focus on three main factors:

• Convenience: They want a hassle-free experience with comprehensive services (packing, loading, transporting, unpacking) and flexible scheduling.
• Reliability: Trust is essential. Customers need to know their belongings will be handled carefully and delivered on time. Positive reviews, certifications, and insurance are crucial.
• Cost: Affordable pricing is important, especially for families and students. Transparent pricing with no hidden fees and offering discounts can attract customers.

Building a Strong Online Presence

A Moving Marketing Strategy

Creating a marketing strategy for your moving company doesn’t have to be complicated. Start by setting some clear goals—maybe you want to get more leads or keep your customers coming back. Understanding who your customers are is super important, so do some research to figure out what they need, what they like, and what problems they face.

Next, think about what makes your moving company special. Is it your reliability, affordable prices, top-notch customer service, or a knack for handling tricky moves like long-distance or fragile items? Make sure to highlight those strengths in your messaging. It also helps to check out the competition so you know where you stand and where you can do better.

When it comes to getting the word out, mix it up. Use digital strategies like SEO, content marketing, social media, and email campaigns, but don’t forget about traditional methods like direct mail and local ads. A good mix will help you reach more people and make your marketing strategy efforts pay off.

Website Optimization

For moving companies, having a website that gets your name and services out there is essential. This means that people will see what you’re offering, be convinced by your presentation, and schedule your moving services.

Your moving company web design must be optimized on desktop and mobile. Having a mobile responsive website means that you don’t need a separate site for mobile phones, tablets, and desktop computers. A beautifully designed website should look fantastic and well-performing on any device. In the moving industry, mobile compatibility is crucial for future success.

For one of our moving company clients we actually launched a whole new website. We made it much easier for their clients to contact them with a new contact form, and engaged in optimization they hadn’t done previously. This included showcasing reviews, implementing keyword research and creating a number of localized pages.

A major part of SEO for moving companies is effective local SEO. There’s a deeper dive into that further down.

Consider Social Media

Social media platforms like Facebook, Instagram, and LinkedIn are powerful tools for your moving company to connect with customers and build your brand.

On Facebook, you can share helpful moving tips and customer success stories and even run targeted ads to reach specific audiences in your area. It’s a great way to engage with potential customers and keep your current clients in the loop with what’s happening in your business. 

Instagram offers a more visual approach, perfect for showcasing behind-the-scenes moments, before-and-after photos of moves, and quick video tips. It’s a platform where you can really show your company and connect with followers on a more personal level.

LinkedIn, on the other hand, is ideal for building professional relationships and sharing industry insights. You can post about your company’s achievements, share articles relevant to moving, and network with other professionals in related fields.

Local SEO Can Help Dominate the Area

When moving businesses consider marketing, they’re often getting into a whole new ballgame. Moving company marketing is challenging and is not the same as transporting people from one location to another.

Local SEO helps businesses rank well in local searches. Think ‘best moving company in San Diego’ or ‘cheap moving company Jacksonville’. Even ‘moving company’ on its own is seen by Google as a search with localized intent.

For moving companies, dominating local SEO is all about making sure your business is the first name that comes to mind when someone in your area needs help with a move. To achieve this, you must focus on a few key strategies to boost your visibility in local search results and attract more customers.

Ready to improve your rankings? Talk to us about our Local SEO Services

Find out more

Optimize Google Business Profile

First, make sure to optimize your Google Business Profile (GBP). Having an optimized GBP is your foundation for local SEO. Make sure all your info is up to date—like your address, phone number, and business hours—and add some great photos to show off your team and services. Encourage satisfied customers to leave positive reviews, as these play a huge role in boosting your local rankings.

When we worked with one moving company focusing on their GBP helped double their calls. After the basic optimization of the profile, choosing the right primary category, and making sure the information was all accurate, we doubled down on making it work as hard as possible for them. This included adding dozens of services, products, and new photos. Then, we continued with monthly GBP posts to keep it active.

Focus on the Keywords that Matter

Next, focus on local keywords. Incorporate phrases like “[Your City] movers” or “moving services in [Your Neighborhood]” into your website content, meta descriptions, and blog posts. The more locally relevant your content is, the more likely it is to show up when people search for movers in your area.

To increase your moving company’s visibility online, think of keywords that lead customers straight to you. Instead of using generic terms like “movers,” get specific with phrases like “stress-free moves in San Diego” or “affordable long-distance movers.”

When it comes to moving company SEO, you need a local agency that is familiar with how to place your business at the top of local search results pages.

Once you’ve done this effectively for your core service pages and location pages, you can think about building out your topical authority with supporting content.

Create Local Content for Moving Companies

Write blog posts that address common moving concerns in your area, such as “Tips for Moving in [Your City]” or “How to Choose the Best Movers in [Your Neighborhood].” This not only helps you rank for local searches but also establishes your business as the local expert in the moving industry. You could even consider going slightly broader, like “Best Neighborhoods to Live In.”

By consistently applying these strategies, your moving company can become the go-to choice for anyone in your area planning to move.

This attracts local readers and makes your business the go-to expert in town. Share customer stories and talk about your involvement in local events—this adds a personal touch and helps build trust with potential clients. It’s all about being the friendly, reliable neighbor everyone knows they can rely on.

Consider talking with other local experts in related industries and get them to write for you, just like I’ve done here, too. Not only does this add expertise to your content, but it helps forge relationships in the community. You could partner with local real estate agents to create area guides or a local community program, for instance.

Finally, Build Citations and Keep Them Accurate

Ensure your business information (Name, Address, Phone number—NAP) is consistent across all online platforms, including directories like Yelp and Yellow Pages. This consistency builds trust with search engines and helps improve your local search rankings.

Building citations may seem laborious, but services like BrightLocal’s Citation Builder are available to help make it easier.

Cracking the Code of Paid Advertising

Paid advertising should be part of your overall marketing strategy. Google and Bing are the top search engines that users rely on to find products and businesses relevant to their needs. However, optimizing paid ad campaigns requires more than bidding on keywords and creating landing pages.

Google Ads: Tips for Creating Effective Ads and Targeting the Right Audience

When it comes to Google Ads, the key is to create ads that are both eye-catching and relevant to your audience. Start by using specific, action-oriented keywords like “affordable movers near me” or “San Diego moving services.” 

Make sure your ad copy is clear and compelling, highlighting what sets your company apart—whether it’s your competitive pricing, fast service, or excellent customer reviews. Use extensions like call buttons, location info, or site links to give potential customers easy ways to connect with you.

As you can see in this report, properly optimized ad extensions can be a major driver of calls.

Targeting is just as important as the ad itself. Use location targeting to focus on your service area, ensuring your ads reach people who are actually looking for moving services nearby. You can also adjust your bids to show ads more frequently to people who’ve already visited your site, making it more likely they’ll choose your service when they’re ready to move.

Social Media Advertising: Benefits of Facebook and Instagram Ads for Moving Companies

Facebook and Instagram ads offer a great way to reach potential customers where they spend a lot of their time—scrolling through their feeds. With these platforms, you can create visually appealing ads that showcase your services, such as quick video clips of a smooth moving process or photos of happy customers after a successful move.

One of the biggest advantages of social media ads is their precise targeting options. You can tailor your ads based on demographics, interests, and even behaviors, ensuring they’re seen by people who are likely in the market for moving services. Plus, you can run retargeting ads to re-engage people who’ve interacted with your website or social media profiles, keeping your business top of mind.

Retargeting Campaigns: Keeping Your Brand in Front of Interested Customers

Retargeting campaigns are a powerful way to stay connected with potential customers who’ve shown interest in your moving company but haven’t yet made a decision. When someone visits your website or engages with your content but doesn’t book a service, retargeting ads can remind them of what you offer as they browse other sites or social media platforms.

These ads can be highly personalized, featuring messages like “Ready to make your move?” or offering a special discount to encourage them to choose your company. By keeping your brand in front of them, you increase the chances they’ll come back to your site and convert into a paying customer. Retargeting is a cost-effective way to maximize the value of your initial marketing efforts, ensuring that no potential lead slips through the cracks.

Monitoring and Analyzing Your Marketing Efforts

To ensure your marketing is on the right track, monitor key metrics like website traffic, conversion rates, and return on ad spend (ROAS). These numbers help you see what’s working and where you might need to tweak things.

Google Analytics is a great tool for tracking your website’s performance, and Google Business Profile’s built-in Insights tool lets you see how your optimization is helping your client’s GBP. The screenshot above shows how easy it is to see results in GBP Insights. These free tools provide a clear picture of what drives results.

If you want to get more granular you can use geo-grid rank tracking tools too. BrightLocal’s Local Search Grid is one example. These trackers let you put your rankings on the map.

Once you’ve got the data, don’t be afraid to change things up. If certain keywords or posts are getting good traction, focus more on them. By regularly adjusting based on what’s working, you’ll keep improving your marketing and getting better results.

Final Thoughts

There are plenty of ways to boost your visibility, from optimizing your Google Business Profile and running effective Google Ads to using Facebook and Instagram for social media marketing and retargeting campaigns. Plus, we talked about how important it is to monitor your results with tools like Google Analytics and make changes based on what’s working.

Now, it’s time to give these strategies a try! Start implementing them to attract more customers and grow your business. Alternatively, there are local SEO services that can help your business get started.