Are you tired of seeing Goettl, George Brazil and Parker & Sons at the top of Google?

 

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    CoolTouch - Are you tired of seeing another Phoenix HVAC company at the top of Google?

My name is Matthew Rupp, and my team and I have helped drive millions of dollars in new business to our HVAC clients that we love working with.

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We are on a mission to work with just one HVAC company there in Phoenix.

Let me guess a few things about you. If this doesn’t resonate with you, just stop reading here.

• You have absolutely ZERO desire to learn about “digital” marketing, citations, links, or any of that mumbo jumbo.
• You are SICK of being bombarded by people trying to sell you their “magic beans” when it comes to the web.
• You have likely tried a couple companies and “experts,” and they were a complete waste of time.
• You know being at the top of Google is important.

There’s another way.

Instead of trying to “sell” you on who we are and what we do, our team decided to just show you (and your competitors) who is doing well on Google and who is shooting themselves in the foot.

We identified all the ‘”players” in Phoenix by strictly going off what we found on the first 2-3 pages Google. You will see that among those included, some are giant operations and some are very small.

We looked at over 200 metrics and assessed HVAC companies against each other using the following guidelines:

cAT cHART - Are you tired of seeing another Phoenix HVAC company at the top of Google?

Before we get to the good stuff, let me explain one simple concept that will make understanding how to be #1 on Google much easier.
Dominating the first page of Google is about one word – “TRUST.”

“Trust” is the name of the game, and just like in real life, it must be EARNED. It’s not just passed out. We need to build trust in some areas, and often just as importantly, we need to get rid of things that are hurting that trust.

Why is trust so important?

If somebody searches for “my AC is blowing warm air,” do you think Google is going to trust the website that loads super slow, has cookie-cutter images, and doesn’t have content that actually addresses that problem?

Imagine if somebody searches for “my AC is frozen up” while in Phoenix (which Google knows) and finds your site which has a page that specifically addresses this topic. You also have a rich, complete Google profile, recent positive reviews, recent photos, and you show a connection to the community (like a link to a local event). That’s a good bet you are trustworthy.
Google AC frozen search - Are you tired of seeing another Phoenix HVAC company at the top of Google?

chapter 1

WEBSITE


When I look at a website from Google’s perspective, I am looking for four questions to be answered:

1. WHO ARE YOU?
     People don’t buy credentials. They buy what you can do for them.

2. WHY SHOULD I CARE?
     Tell your visitors about you so that they know you are qualified for the job. Then, put the bulk of your efforts into showing people that your company is comprised of real human beings who care about them, their problems, and will help them find a solution.

3. CAN I TRUST YOU?
     Everyone is skeptical. Your visitors are thinking, “Yeah, right. Why should I believe any of this?” Do you answer that question? Without trust, your website is worthless.

4. WHAT’S NEXT?
     If you can’t measure it, you can’t manage it. An effective call to action on your site is something you can measure to see how hard your website is working for your business.

WEBSITE - Are you tired of seeing another Phoenix HVAC company at the top of Google?

It’s hard to overstate the importance of building trust when it comes to your website. That’s essentially the whole point. Without trust, your potential customers won’t pick up the phone and call you.

Some of the best examples I came across are:

Hobaica, Cool Touch and Day & Night have a lot going for them:

  • Personalized trucks show that each is an established company  
  • Trust signals showing how you’re highly rated  
  • Call to Action signals – giving customers a good reason to click

WEB Hobiaca fleet 1024x314 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

WEB COol Touch Trust 1024x525 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

Nothing is going to communicate trust like photos of actual technicians and members of your team.

WEB Hobiaca real ppl 1024x455 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

WEB canyon real ppl 1024x420 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

WEB NightDay real ppl 1024x554 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

 

Of course, any industry associations, safety, compliance, or service organizations that you can be a part of (cheaply) are worth their weight in gold when building trust, especially if they provide you with a badge to show off on your site!

WEb Hobiaca trust 1024x81 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

Personally, I love seeing a local company giving back to their community. Showing you are invested in your community gives people a great reason to hire you. Companies like Expert and Day & Night are doing this well and, therefore, standing out from the competition.

WEb Expert comm 1024x378 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

WEB DayNight Community 1024x309 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

One of the worst scoring is AZ Perfect Comfort. A big turn-off for potential customers is seeing the same cookie-cutter images of beautiful people on a site. Few things will turn visitors away from your site faster than stock photos.

WEB AZPerfect stock - Are you tired of seeing another Phoenix HVAC company at the top of Google?

The text at the top of your website is called the navigation. It shows visitors and Google where to go to find help. This part of your site must be useful and intuitive.

Unfortunately, many websites make it downright difficult for Google to understand what your business actually DOES. Remember, ranking well on Google is all about making it EASY for Google to see who you are, where you are, and why you deserve to be on top!

NAV confusing AZPerfectComfort - Are you tired of seeing another Phoenix HVAC company at the top of Google?

Great rankings and traffic won’t grow your business alone. You need a website that communicates who you are, what you do, and why you are good at it. A good website builds trust and leads visitors to take action.

EXAMPLES OF OUR WORK

Here’s Hanna’s website before they became a client. They’ve been a Wichita leader in HVAC service for THREE generations, but you’d never know it by their website.

Hanna Homepage 2013 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

Now, here is Hanna’s website AFTER.

WEB Hanna After1 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

WEB Hanna after2 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

 

Request the entire report card in a handy, one-page PDF you can easily save or print for future reference.

We are only going to work with one HVAC company there in Phoenix (and none of their competitors)

You can reach Matthew directly at 316.285.0729 (no salespeople, no commission – just a friendly chat to see if we are a good fit).

Click Here

chapter 2

VIDEO


The reasons why you should have videos on your website are staggering:

  • Selling is about storytelling, and videos are an excellent way to share a story.
  • Videos keep visitors on your site longer, build trust, and increase the chances they reach out.
  • Video is the most engaging medium. Our eyes are attracted to movement, so videos naturally draw attention (and keep it).
  • Videos make it easier for visitors to know, like, and trust you.
  • Videos can convey a great deal of information in a short amount of time.
  • More video content is uploaded in 30 days than what the major TV networks created in 30 years!
  • Having videos on your website can give you a big boost in organic (free) website traffic.
  • Studies show that viewers retain 95% of a videos message compared to 10% when reading text.
  • One third of all time spent online is watching videos.

Video is powerful, and it works!

Here is a look at how well each company does when it comes to video on their website. In the Phoenix market, you either are knocking it out of the park or completely missing out.

VIDEO 1 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

Four companies receive the highest score possible for this category including Hobaica, ACE, Day & Night. But it’s Goettl who is the real super star here with an amazing video reassuring customers of your safety protocols during this pandemic scare.

VID Goettl covid 1024x341 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

Each of these top sites have a supurb video right on their homepage, which is exactly where it needs to be. The biggest mistake we see when it comes to videos on a website is how far down the page they are, often not even on the homepage!  

Of the 15 HVAC companies I looked at in Phoenix, we couldn’t locate videos anywhere on 5 companies scoring lowest here. George Brazil had one on their homepage, but it was a standard commercial lacking much heart or personality. 

VID George TVad 1024x401 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

Among other companies scoring in the middle here, Canyon State has a really great video of a customer’s raving review. It’s just too bad it requires visitors to click away from your site to see it (and most likely they won’t).

VID CanyonState link 1024x396 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

Cool Touch has several good videos on their site. However, in order to find them you have to go to their About category and click on Videos.  This is surely getting missed by a majority of people who come to their site.

VID CoolTouch page - Are you tired of seeing another Phoenix HVAC company at the top of Google?

Listen, people are coming to your site looking for help with a problem, not to watch videos. But there is a good chance that if they run across a video on your homepage, they’ll watch it. There just isn’t much of a chance they’ll actually search your site to watch videos.

EXAMPLES OF OUR WORK

We create impactful videos for our clients that showcase expertise, community involvement, and other important areas that show customers this is a local company they can trust.

Making videos is time-consuming and a lot of work. Nope. Not true. They don’t have to be. In fact, we often create videos for our clients as a surprise. It took ZERO effort from them for us to make videos on such things as an amazing testimonial, telling their unique point of difference, or even turning an existing blog post into a video discussing their installation process.

 

Request the entire report card in a handy, one-page PDF you can easily save or print for future reference.

We are only going to work with one HVAC company there in Phoenix (and none of their competitors)

You can reach Matthew directly at 316.285.0729 (no salespeople, no commission – just a friendly chat to see if we are a good fit).

Click Here

chapter 3

TELL YOUR STORY


I am sure you have heard the saying that people do business with people they know, like, and trust.

Here is a little-known fact you might find interesting: Without exception, the highest viewed page for EVERY client we have ever worked with (from pest control companies, dentists, plumbers, body shops to HVAC companies), is the ABOUT page. Hands down. Think about it – if somebody is coming into your home, working on your car, or fixing your teeth, you want them to be GOOD at what they do, have real experience in that field, give you a fair price, treat you right, and stand behind their work if something does go wrong. I am sure you would agree. What better way to see that than by photos of actual people and telling your story!

If I had just ONE piece of advice for any service business interested in seeing more results from their online presence, better rankings, and increased website traffic, it would be to TELL YOUR STORY.

  • Who started the business?
  • When did they start it?
  • What was the motivation for getting into the industry?
  • How has the business grown over the years?
  • What sets you apart from the shop down the street?
  • What kind of guarantee do you offer that builds trust?
  • What associations or industry groups are you a part of?
  • Are you or your business involved in the community?
  • How long have some of your team been with you?

This is the “good stuff” – the personality, the culture, and the values you believe in and stand behind.

Which companies are doing well at telling their story for website visitors to see? It turns out only a handful are doing this well.

TELL 1 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

Hobaica is the clear winner here. One of the many right things they are doing is the ways they show trust. You get a great sense of their strong history of proven quality service in their About page and their local involvement in a Community page.

TELL HObiaca history - Are you tired of seeing another Phoenix HVAC company at the top of Google?

Tell Hobiaca comm - Are you tired of seeing another Phoenix HVAC company at the top of Google?

Goettl also does an amazing job proving they are the company the community has trusted for a very long time. They have this great message shown prominently on their homepage.

WEB Goettl HISTORY 1024x396 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

Canyon State is doing a very good job letting you see the real people who customers will actually be working with. What’s great about their bio section is that you can see immediately how long their team members have been working there.

TELL Canyon Bios - Are you tired of seeing another Phoenix HVAC company at the top of Google?

One company that is suffering here is George Brazil. There is a massive absence of showing their people, their history, their founder, their community involvement. And yet there are hints they may have a good story to tell.

Tell George founde 1024x215 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

Is this George? When was the photo taken? Who is in charge now?

When “telling your story,” something I see all the time are companies making it HARD to find the “good stuff” on their website!
Take a look at the below website navigation that includes a drop down menu.

TELL aboutusproblem - Are you tired of seeing another Phoenix HVAC company at the top of Google?

The “About Us” isn’t just something to hover over to reveal 2 pages in that category, it is ALSO a page that you can click on to visit, which I’m sure a lot of visitors don’t realize. This situation makes it really easy to miss what could be the BEST page on an entire website! We see this ALL the time.

EXAMPLES OF OUR WORK

A picture is worth a thousand words. We are rock stars in this area.

What does the image below tell you?

Tell 1 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

• Company truck
• Company shirt
• Professional
• Not some guy on a cell phone

Receptions Call Number - Are you tired of seeing another Phoenix HVAC company at the top of Google?

 

Images are powerful. If you have company trucks, or your techs wear company shirts, or you have awesome ladies running the office who really care and enjoy what they do – show them to the people.

Kansas Controls – a family-owned company with friendly faces to serve you

KS Controls front page 1024x696 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

 

Request the entire report card in a handy, one-page PDF you can easily save or print for future reference.

We are only going to work with one HVAC company there in Phoenix (and none of their competitors)

You can reach Matthew directly at 316.285.0729 (no salespeople, no commission – just a friendly chat to see if we are a good fit).

Click Here

chapter 4

CONTENT


Content can be anything that helps your website visitors (or Google) see who you are, what you do, where you are, and why you deserve to be #1. It could be text, video, images, a guide, helpful resources, a checklist visitors can download, frequently asked questions, team bios, etc.

Most business owners don’t realize this, but Google doesn’t rank websites – it ranks PAGES!

I would like to challenge you. Think about your ideal customer and an HVAC-related issue they might have.

  • air conditioning repair
  • ac blowing hot air
  • broken furnace
  • clean dirty vents

Now look at your website. Can you see even ONE page that is at least halfway shows that’s what your company does? Don’t feel bad. The answer is almost always no. This gives you an idea of how LOW the bar is set (and great news for the one company we work with).

CONTENT 1 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

What do you think people search for more often? Is it “heating and air” or phrases like “ac unit not running” or “ac unit not turning on”?

Content 1 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

 

That’s the road to riches when it comes to local SEO.

  • Who is your customer?
  • What is their pain point?
  • How can you help them with that?

There isn’t a single heating and air website in Phoenix that has as much rich and genuinely helpful content as is needed. By taking the time to do that well, you’re HANDING Google what it’s looking for.

Of the 15 companies we researched for this case study, 1 did stand out among the group. Parker & Sons is providing great content throughout its site. It provides a variety of resources including a blog with recent postings.

CONTENT Parker resources 1024x398 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

 

Day & Night has service pages that are rich with content and even include video.

COTNENT DayNight vid - Are you tired of seeing another Phoenix HVAC company at the top of Google?

ACE is one of the many companies in the middle of the pack. One great element of content they provide are quick ACE TIPS sections in their service pages.

CONTENT FAQthing Ace 1024x407 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

A company really lacking content is Affordable Comfort.  Their individual service pages just simply don’t have enough information in them. And their “latest” blogs are nearly two years old.

CONTENT Affordable slim - Are you tired of seeing another Phoenix HVAC company at the top of Google?Content Affordable old 1024x518 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

EXAMPLES OF OUR WORK

Here are just a few pieces of content that we regularly produce for our clients.

We did a lot of work for Cambridge Family Dentistry here in Wichita. When it came to producing content, my research showed a lot of people were searching for “pros and cons of dental implants.” So, we catered content to that.

The results speak for itself. We got Cambridge to show up not only as the top result, but the TOP THREE RESULTS!

Content 2 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

Imagine if everyone in a wealthy part of town saw your company first when they were searching for a heating and air conditioning installation. That’s exactly what we aimed for with this content targeted for a specific location. 

Imagine if the people in your town who were wondering whether they should repair or replace their furnace saw your company pop up first with a way to find out.

Imagine if the people in your area who heard about this year’s R22 phase out did a Google search and immediately saw a local company with the information they need.

 

Request the entire report card in a handy, one-page PDF you can easily save or print for future reference.

We are only going to work with one HVAC company there in Phoenix (and none of their competitors)

You can reach Matthew directly at 316.285.0729 (no salespeople, no commission – just a friendly chat to see if we are a good fit).

Click Here

chapter 5

REVIEWS


Reviews are invaluable for today’s service-oriented businesses, so it’s hard to overstate just how important this section is! Customers are becoming increasingly reliant upon reviews before making a buying decision.

Often when somebody visits a restaurant or local business, Facebook and Google know and ask these people to share how their experience was. This trend is only growing!

Reviews are a ranking factor to Google, which means they can impact the amount of traffic a website receives and, ultimately, how many phone calls you receive.

Reviews are incredibly important!

While there are a couple of HVAC companies in Phoenix really hitting it out of the ballpark, a couple are falling way behind, and there’s an amazing opportunity here for them.

REviews2 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

ProSkill is, by far, is exceeding here. Among these 15 companies, they have an amazing number of reviews – over 3000! Yet, even the next closest (Hobaica) still has almost 1000 less reviews. But that alone doesn’t put them at the top. They have a Google review average of 5 stars! No other company we compared received that high of an average.

REviews ProSkill - Are you tired of seeing another Phoenix HVAC company at the top of Google?

What made 1-800 Cooling score the worst is having the lowest number of reviews (only 35) and averaging the 2nd lowest rating of this group – 4.5. With an average of 4.4 stars, Parker & Sons was the only one that didn’t reach at least a 4.5 average. What helps them here is having nearly 1800 total reviews.

 

Request the entire report card in a handy, one-page PDF you can easily save or print for future reference.

We are only going to work with one HVAC company there in Phoenix (and none of their competitors)

You can reach Matthew directly at 316.285.0729 (no salespeople, no commission – just a friendly chat to see if we are a good fit).

Click Here

chapter 6

GOOGLE PROFILE


GMB Decker 1024x582 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

Google provides a free platform for you to tell them your address, industry, hours, fax, holiday hours, description, logo, tagline, and a wealth of other details. They will display all this right in the search results when somebody looks for your business. 

Just search for your business name and you will see the box on the right. Notice the number of reviews right out front which hopefully helps potential clients feel confident enough to reach out to your office.

This is one of the FIRST steps to take when trying to improve your rankings and website traffic. 

For your Google profile, you really want to give them a wealth of information, including:

  • Industry
  • Date business opened
  • Holiday hours
  • Photos and videos
  • Products
  • Opportunity to chat
  • A way to book an appointment

Remember, all of this is meant to help Google see who you are, where you are, what you do, and why you are the best at it. Your profile is a golden opportunity to help Google see that without spending a penny!

It was reassuring to see that a lot of you in Phoenix are doing a lot right when it comes to your Google My Business profile. Unfortunately, however, that means it’s a tight competition and you need to be doing a lot MORE right to really edge out the competition.

GMB 1 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

Most of you are hitting on the important opportunities you have with this Google platform for businesses. From including photos of real people, your vehicles, and being out in the community, most of these 15 companies are taking advantage of everything they can here. Many are creating regular posts as well.

Adding photos to your Google My Business profile is a great way to show some personality, real people having fun at work with people they enjoy working with!

GMB Ace - Are you tired of seeing another Phoenix HVAC company at the top of Google?

GMB Hobiaca - Are you tired of seeing another Phoenix HVAC company at the top of Google?

It appears Expert isn’t even utilizing this great Google tool at all, while other companies like 1-800 Cooling and Affordable Comfort are doing some good things, but far, far too little of it.

Creating frequent posts is an excellent way to keep your Google My Business account active. If your most recent post is from last October, then you simply don’t have a chance to compete with all the companies providing current photos and deals and announcements.

GMB AffordableCOmf - Are you tired of seeing another Phoenix HVAC company at the top of Google?

 

Request the entire report card in a handy, one-page PDF you can easily save or print for future reference.

We are only going to work with one HVAC company there in Phoenix (and none of their competitors)

You can reach Matthew directly at 316.285.0729 (no salespeople, no commission – just a friendly chat to see if we are a good fit).

Click Here

chapter 7

CITATIONS


A citation is simply any mention of your business name, address, and phone number anywhere across the web (with or without a link back to your site). The most common sources of citations are the thousands of directories and social media sites like Facebook, TripAdvisor, HomeAdvisor, Angie List, Yelp, and YellowBook.   

Citations are important to your rankings, traffic, and ultimately how many phone calls you receive because Google is looking for CONSISTENCY among the hundreds (sometimes thousands) of references to your business. 

Does your company have a citation problem?

Well, answer these questions:

  • Has your business ever changed location?
  • Did another business previously occupy the building you’re in now?
  • Has your phone number ever changed?
  • Did you buy the business from someone else?
  • Have you used tracking phone numbers at any point?

If you answered yes to any one of these questions, then yeah, you’ve probably got a mess to clean up.

 

We analyzed the total number of citations for each of the companies, how many of them have conflicting details, and how many are missing a presence on 85 of the most popular platforms.

Citations 1 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

The 3 strongest companies in this areas are:

Two of the Phoenix companies are dealing with a lot of errors and issues.

AZ Perfect is having a lot of trouble with directory sites showing slightly different addresses than the one listed on their website. It is also completely missing from being listed on a lot of sites.

CIT AZPerfect - Are you tired of seeing another Phoenix HVAC company at the top of Google?

Canyon State is also facing issues, primarily with inconsistency in how their business name is listed. It might seem like a minor thing, but Google is looking for a perfect match. In their eyes, it’s either right or it’s wrong.

CIT Canyon - Are you tired of seeing another Phoenix HVAC company at the top of Google?

 

Request the entire report card in a handy, one-page PDF you can easily save or print for future reference.

We are only going to work with one HVAC company there in Phoenix (and none of their competitors)

You can reach Matthew directly at 316.285.0729 (no salespeople, no commission – just a friendly chat to see if we are a good fit).

Click Here

chapter 8

CALL TO ACTION


An effective call to action is something you can measure to see how hard your website is working for your business.

If you can’t measure it, you can’t manage it.

Visitors to your website aren’t looking for a reason to STAY. They are looking for any excuse to LEAVE. They have a problem. They are looking for a solution, and if we have them on your site, and they have clicked on a page or two, it’s time to take them by the hand and tell them what to DO.

Is there anything they’re willing to do that’s easier than picking up the heavy phone to call you? In this texting age, I am amazed at how seldom I see chat boxes on service websites.

CTA 1 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

In an ideal situation, within a couple of SECONDS of visiting your website, they feel comfortable that your team is good at what they do and can help them solve their problem. From there, they are led to a clear, simple, direct CALL TO ACTION.  

Some of the ones that stood out on the HVAC websites in Phoenix were:  

  • The free 2nd opinion and financing at Hobiaca’s website is going to get a lot of people to take action.

CTA HObiaca boxes - Are you tired of seeing another Phoenix HVAC company at the top of Google?

  • 1-800 Cooling gets your attention with ways by guaranteeing your satisfaction AND offering a great draw for new customers.

CTA 1800 1024x509 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

  • Another great feature on several sites. This one from Hobiaca jumps onto the screen and is cleverly designed to grab your attention.

CTA Hobiaca Chat box - Are you tired of seeing another Phoenix HVAC company at the top of Google?

An effective call to action must be compelling, unique, and really stand out if you expect visitors to take action!

Just asking potential customers to “call today” or “sign up now” only turns them away.

WE LOVE CHAT

Having a chat box makes so much sense. Who doesn’t text nowadays? It’s not as “scary” as calling somebody who could be a pushy salesperson. Visitors don’t find text boxes threatening – they are in control. Sure, they may have called you anyway, but they may have just as easily moved on to another site that does have a chat-box.

I can speak from experience. This is the one on my site:

MRC contact box - Are you tired of seeing another Phoenix HVAC company at the top of Google?

Just today, I received a chat on my phone from my website.

MRC contact box 2 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

 

Request the entire report card in a handy, one-page PDF you can easily save or print for future reference.

We are only going to work with one HVAC company there in Phoenix (and none of their competitors)

You can reach Matthew directly at 316.285.0729 (no salespeople, no commission – just a friendly chat to see if we are a good fit).

Click Here

chapter 9

OPTIMIZATION


Unfortunately, “optimize” has been used as a bit of a code word for “take client’s money and do nothing.” 

If you recall, Google ranks pages, not websites.  So, what does that mean for optimization?

Let’s take this scenario as an example: You have a page on your website that targets “AC repair.” You add a couple subheadings, some useful text, maybe a short video about the importance of turning on your AC before the hot days of summer hit to make sure it’s working, or possibly a customer testimonial raving about how great of a job your team did at fixing their AC. All those items help to “optimize” that page for ranking for search terms related to “ac repair.”  

A majority of HVAC companies in Phoenix are having some problems keeping their site’s pages from being well optimized. A few are having entirely way too many problems here, with Hobaica having so many that they are off the chart!

When looking at this chart, keep in mind that the high bars indicate a large number of problems that are keeping the site from having proper optimization. This is a chart you want to at the bottom of.

OPTIMIZE - Are you tired of seeing another Phoenix HVAC company at the top of Google?

Remember, Google ranks by looking at individual PAGES and not sites. And when it comes to optimization, there are some specific things they look for, including:

  • How many words
  • How many times you used the keywords people are searching for
  • Photos that are about those keywords AND have embedded info (Alt Tags) with those keywords
  • Headlines that use those important keywords
  • That it’s written conversationally
  • That it uses other related keywords

An example of decent optimization is on the AC Repair page for Cool Touch. We use a great program to see a page exactly how Google sees it.

Their AC repair page received a good score of 7.9, which isn’t bad (although we aim higher for our clients). Taking a bit of time to simply revise some of the wording and adding a couple of images (using important keywords in their alt tags) would really improve page optimization.

OPT CoolTouch ACRepair 1024x779 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

 

Now let’s compare this to two companies with a lower optimization score for their AC repair pages. With a poor score of only 3.2, Canyon State’s page for AC Repair has some big issues. The primary problem with their page is that it is lacking sufficient content. There simply aren’t enough words.

OPT Canyon ACRepair 1024x660 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

 

ProSkill’s page for AC Repair has one major issue. This page serves as their ONLY page for all the air conditioning AND heating service they provide – repair, installation, maintenance, etc. One page cannot be used for so many different purposes. Google is looking to find the single best page for AC repair when that is what someone is searching for. A page that tries to do to much will simply not rank well.

OPT ProSkill ACREpair - Are you tired of seeing another Phoenix HVAC company at the top of Google?

 

So what made the worst company in our graph the worst?

Proper keywords and well-written content are just some of the factors that contribute to how well a page is optimized. There are also many “hidden” factors that can really cause problems. Habaica scored the worst among these 15 companies, but they actually are doing okay with keywords and written content. What rates them so poorly is having thousands and thousands of empty alt tags. That means someone knew to add a whole bunch of photos to their site, they just didn’t know to add alt tags to them. They also have a problem with missing meta data. Ironically, solving just these two problems alone would put them as the best optimized HVAC site in Phoenix!

EXAMPLES OF OUR WORK

The best way for us to show you how we can fix pages on your site is to do just that. So, if you email me a link to one page of your site, I will get back to you with at least 20 fixes to make your page optimized for the actual keywords people in Phoenix are searching for.

Have you ever done a furnace or AC job to fix what some other HVAC company or guy in town really messed up? Yeah, I know that feeling. Some of my clients came to me, often reluctantly, after spending a lot of money on SEO that never did anything.

Here’s the thing. If someone is properly optimizing your site, you’re going to see it. I know of many business owners who pay SEO companies THOUSANDS of dollars every month to optimize their site, and yet they don’t know what the SEO company is actually doing.

Real, effective SEO is something you can see. So, email me one of your web pages and let me show you what we can do. No cost. No obligation.

 

Request the entire report card in a handy, one-page PDF you can easily save or print for future reference.

We are only going to work with one HVAC company there in Phoenix (and none of their competitors)

You can reach Matthew directly at 316.285.0729 (no salespeople, no commission – just a friendly chat to see if we are a good fit).

Click Here

chapter 10

TECHNICAL


The technical “behind the scenes” aspects of SEO are critical. I get it. A lot of this sounds like a foreign language. I don’t expect my clients to know (any of) this. That’s what my team and I are here for.

The bottom line is that Google needs to be able to crawl (read) your site, be able to tell what the images are of, and hopefully find what’s called a sitemap which gives the search engines essentially a roadmap to your site. Your images should be sized properly, in the right format, and so on.

These are just a handful of the technical factors that are important, sometimes vital.

How do the HVAC companies in Phoenix compare when it comes to technical factors? Keep in mind, this is another chart where you want to be at the bottom.

TECH 1 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

This case study wouldn’t be complete without including a “technical” section, but don’t worry. We kept this super easy to understand.

We ran each of the companies’ websites through a powerful tool that looks at dozens of important metrics.

Tech 1 612x1024 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

We added up all the technical issues and ranked each company according to the TOTAL number of issues.

This is a VERY simplistic way to show this. In truth, some of these issues can be quite involved. Some issues are more minor and create fewer problems for your website.

Tech Graph - Are you tired of seeing another Phoenix HVAC company at the top of Google?

At the opening of this case study we talked about the importance of making it easy for Google to trust you are who you say, do what you say, and are good at it.

This is why it’s so important to look at the entire picture. Each of the companies with the largest amount of technical issues are leading the way in other areas, but someone really needs to look “under the hood”.  Take Goettl, for example. Throughout this report they are an example of how to do many things right. However, their many technical issues are keeping them from kicking things into an entirely new gear!

 

Request the entire report card in a handy, one-page PDF you can easily save or print for future reference.

We are only going to work with one HVAC company there in Phoenix (and none of their competitors)

You can reach Matthew directly at 316.285.0729 (no salespeople, no commission – just a friendly chat to see if we are a good fit).

Click Here

chapter 11

WEBSITE SPEED


Why is site speed so important?

This one is a no brainer. We have all visited a website and had it load sooooo slowly. I am sure you can attest to how quickly you move on when you run into a website like this.

This is definitely one of the EASIEST wins for our clients. It’s amazing what improving a website’s speed can do for its rankings, the amount of traffic, how long visitors stay, or how many pages they look at.

How the HVAC companies there in Phoenix compare when it comes to site speed.

Site Speed2 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

ProSkill is leading the pack with a near perfect site speed on desktop computers (99) and a decent speed on mobile devices (72). Typically a 72 wouldn’t be a stat worth congratulating but, frankly, in comparison with all the other Phoenix companies, a 72 mobile site speed was as good as it got!

Speed ProSkill Mobile - Are you tired of seeing another Phoenix HVAC company at the top of Google?Speed ProSkill PC - Are you tired of seeing another Phoenix HVAC company at the top of Google?

 

 

 

 

 

While most companies are having real problems with overall speed, Affordable Comfort really needs to address it. While their desktop speed of 70 isn’t horrible, they fared the worst with mobile site speed (really the more important speed stat) with only 15/100.

Speed Affordable Mobile - Are you tired of seeing another Phoenix HVAC company at the top of Google?Speed Affordable PC - Are you tired of seeing another Phoenix HVAC company at the top of Google?

 

Request the entire report card in a handy, one-page PDF you can easily save or print for future reference.

We are only going to work with one HVAC company there in Phoenix (and none of their competitors)

You can reach Matthew directly at 316.285.0729 (no salespeople, no commission – just a friendly chat to see if we are a good fit).

Click Here

chapter 12

BACKLINKS


A backlink is anything you can click on website A that takes you to website B. It might be an image, a line of text, a video, or anything really. If you can click on it and be taken from that site to yours, you have a link from that site – a backlink. 

To Google, links are basically votes of confidence. 

The more backlinks you have from websites that are either 

  • AUTHORITATIVE – High quality. The local newspaper, Chamber of Commerce, Red Cross, or Make a Wish Foundation  
  • LOCAL – Show a connection to a cause or something going on in the community  
  • RELATED – Industry associations, HVAC forums, blog comments on industry articles, or white papers  

…the more trust your website will have. The key is QUALITY backlinks not QUANTITY!  

Backlinks 1 - Are you tired of seeing another Phoenix HVAC company at the top of Google?

A handful of backlinks from local companies in Phoenix or related to the HVAC industry are 100x more impactful than a random link from some gardening website in Philadelphia or a company that sells racing products in Atlanta.

Websites are given an “authority score.” An authority score is a guide to seeing how strong, related or reputable the links pointing to your site are.

This lets us see that while Day & Night and ACE have thousands of fewer backlinks then Cool Touch, the ones they have are of a higher authority.

BackLinks graph - Are you tired of seeing another Phoenix HVAC company at the top of Google?

 

Request the entire report card in a handy, one-page PDF you can easily save or print for future reference.

We are only going to work with one HVAC company there in Phoenix (and none of their competitors)

You can reach Matthew directly at 316.285.0729 (no salespeople, no commission – just a friendly chat to see if we are a good fit).

Click Here

Like it or not, the world of marketing has changed dramatically and it’s only accelerating. We all know that the days of being able to write a check for radio, TV commercials, and Yellow Page ads and having the phone ring and ring have long since passed us by. 

I know that’s true because I was once in your shoes.

I spent 20 years running a service business and that’s what I was doing in 2010-11 when I first heard the word ‘Google’. (I still remember thinking “what the hell’s that?”) I threw away thousands of dollars trying to get my website on the top of Google and I might as well have planted it in my yard and expected a money tree to grow for all the good it did me.

Long story short – I got frustrated. I decided to figure it out on my own, which I did. That led to helping a friend, then another, and before I knew it, this was a full-time gig. Today I have a whole team of smart folks, and we specialize in helping HVAC and plumbing contractors make the phone ring.

The problem is the world was changing so fast (and still is) that it was hard for most of them to stay on top of what IS working vs. what WAS working. Then you have the fact that a lot of those so-called “experts” were full of shit to begin with (okay FINE, a lot of them were just interested in getting your money).

You are in a service industry that, to a large degree, has been relationship-based, but as technology keeps racing along – and as the kids of parents that have been loyal customers for years and years move into the decision-maker’s seat – having a strong online presence is only going to be increasingly important. 

I get it. You couldn’t care less about links, citations, useful content, or any of this (none of our clients do). You want the phone to RING. You know the web is important, and you need somebody smart, that you trust, to help carry the ball and make things happen. 

That’s what we do. 

We don’t do cookie-cutter solutions or surface work. We dig deep and make things happen for our clients.

My agency doesn’t work with just anyone. We are actually quite selective. We never work with more than twelve clients at a time, and never with more than one company in the same industry at a time. If you are interested in being the one Phoenix HVAC company that I put all my knowledge, time, and energy (and that of my team) into being #1 on Google, you can learn what to expect working with us here.

If you would like to have a chat and see if we are a good fit, you can reach me at 316-312-8181 or email me

Have a fantastic day! 

Matthew 

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