Local SEO Guide for Air Duct Cleaning Companies: A 5-Step Process to Boost Your Google Rankings

/Local SEO Guide for Air Duct Cleaning Companies: A 5-Step Process to Boost Your Google Rankings
Local SEO Guide for Air Duct Cleaning Companies: A 5-Step Process to Boost Your Google Rankings 2017-11-12T10:13:37+00:00

Air duct cleaning companies often find it tough to pull in new customers. Word of mouth can help, but most people who need their air ducts cleaned simply run a Google search and call the first couple of local companies that pop up. To increase your customer base, you need to make your way to the top of the rankings.

We will walk you through our proven, step by step process to boost your company to that critical top spot. Before we start, though, let’s look at why local SEO is critical for air duct cleaning companies.

3 Reasons Air Duct Cleaning Services Should Invest in Local SEO

  1. The Yellow Pages Are Out and Google Is In:

    Until quite recently, an air duct cleaning company could place an ad in the Yellow Pages and wait for the phone to ring. Now, though, a stunning 97% of people search online for local businesses, and Google is king of the hill.

  2. Free Traffic:

    Though this is starting to change, advertising is still one of the biggest expenditures for small businesses. Boosting your Google rankings gives you an ongoing stream of free traffic that you need only convert into paying customers.

  3. Speedy Results:

    National and international businesses must wait, on average, 6 to 12 months to see their rankings move significantly based on a new SEO campaign. As a local air duct cleaning service, though, you have a huge advantage. You are competing only with similar companies nearby, not those halfway around the globe. And much of your competition is not taking advantage of local SEO. That means that a targeted campaign could put you on the first page of Google local listings in just 30 days!

Step 1: Choose Your Keywords

First, make a simple list of keywords that match your services. For example, you might try “duct cleaning”, “vent cleaning”, “ductwork cleaning”, and “air duct cleaning services”. When your list is reasonably complete, sign up for a free Google AdWords account.

You do not need to build an ad campaign or spend any money, but the AdWords account allows you to access the free Google Keyword Planner tool. This tool lets you input your chosen keywords to see how much traffic they get. It also suggests related keywords that might not be on your list.

Now you can determine your final list of keywords. All keywords fall into 2 loose categories:

  • Buying Intent: Buying intent keywords signal that a prospect is imminently ready to buy the services you provide. For example, a search for “ductwork cleaning Tampa” suggests that the person knows she needs her air ducts cleaned and is searching for the right company to perform the work.

    Focus primarily on buying intent keywords, which drive the fastest results. Make sure they are featured on your homepage, and build service pages around them.

  • Research Intent: Prospects searching for research intent keywords are looking for information. They might need your services someday, but not today. For example, someone searching for “how often to clean air ducts” may be wondering if his air ducts are dirty.

    These keywords should be of lower priority, as they do not convert quickly. Don’t lose them, though, as they make wonderful blog posts and FAQs. These posts introduce you to prospects who might remember you when they are ready to have their air ducts cleaned.

Step 2: Optimize Your Keywords

With your final keyword list in hand, you are ready for optimization in 2 places—your Google My Business page and your website. Here’s what to do:

Google My Business

Your Google My Business page is basically a mini-website that shows up on Google’s “Map” results. It increases your presence online and provides a quick look at your company. It can also boost your rankings fast, as it is much easier to rank highly with a Google My Business page than with a website.

To optimize this page, make sure all of these elements are completely and accurately filled out:

  • Verification: First, simply claim your page and submit it for Google verification. You will know you did this correctly when you see a checkmark and the word “Verified” next to your company name.
  • NAP: Your business name, address, and phone number (NAP) must be consistent across the entire internet. Reassure Google that you have a local business by choosing a local phone number rather than an 800 number.
  • Categories: Google categories are service-oriented rather than result-oriented. Besides Air Duct Cleaning Service, you can include other services that you provide, such as Air Conditioning Contractor or Air Conditioning Repair Service, if applicable. Try to come up with 3 to 5 categories.
  • Description: This is just a brief overview of your company ending with a call to action. It should be between 100 and 200 words long and written similarly to: {Name of Company} offers {air duct cleaning, or similar} in {Your City}. {Provide some information about your company and/or why your customers love you.} Call {Phone Number} today for 10% off your first cleaning.
  • Hours: Make sure your hours of operation are correct, and are identical across all of your internet listings.
  • Images: Images can significantly improve customer engagement, while showing prospects what they’re missing. Add a few photos of your staff, your office, or your satisfied customers (with permission). Make sure your images are sharply focused, sized between 10KB and 5MB, and have a minimum resolution of 720px x 720px. We also recommend replacing the generic Google My Business background image with a branded image.

Website Optimization

First, focus on optimizing your homepage and service pages (considered your “core” pages) for your buying intent keywords. Later, you can optimize your FAQs and blog posts (your “content” pages) for your research intent keywords. Here is a step by step guide to optimizing:

  • Homepage: Similar to a book’s chapter title, the title tag is the single most important feature on your homepage. It should be 50 to 65 characters in length and a format similar to: Air Duct Cleaning in {Your City} | {Name of Your Business}.

    The meta description comes next. This is a 100 to 150-character overview of your main services, ending with a call to action. Follow this format: {Name of Company} offers quality {air duct cleaning, or similar} in {Your City}. Call {Phone Number} today for 10% off your first cleaning!

    The H1, or visible headline, must contain your primary category. It should be concise yet descriptive. Try this format: {Air Duct Cleaning Service} in {City, State}.

    Finally, write your page copy. It should be 500 to 1000 words long, descriptive, clear, and tightly edited. Present some background information about your company, list your core services, and close with a strong call to action. Sprinkle in your primary keyword as it naturally fits.

  • Service Pages: Build a separate service page for each core service. Optimize it the same way as the homepage, substituting in the appropriate keyword.

Step 3: Collect Citations and Links

Now that the framework of your SEO campaign is complete, you are ready for citations and links. These boost your reach and drive up your Google rankings.

  • Citations: A citation is an online directory listing of your business NAP (name, address, and phone number). There are general national directories such as Facebook and yellowpages.com, general local directories such as your Chamber of Commerce website, and targeted directories for HVAC-related services. Make sure your NAP is identical in every listing.

    Note that many directories are free, but some only accept paid listings. Before investing, take a look at Google Analytics. There is no reason to pay for a site that does not drive traffic and conversions.

  • Links: To reach the top of the Google rankings, you need inbound links from authoritative, credible websites. Build relationships in person and online with companies that offer services that complement yours. When a relationship is formed, ask to trade links. Tools such as the Moz Open Site Explorer will show you where your competitors have found their links.

Step 4: Ask for Reviews

Customer reviews are extremely important for two reasons: they help convince prospects to give you a try, and they tell Google that you have a legitimate business. All review sites are important, but the fastest rankings boost comes from Google My Business reviews. Send your satisfied customers an email with a link to your Google My Business profile, and ask them directly to write a review. If you do this regularly, you will have a steady stream of recent reviews.

Step 5: Track Your Results

The only way to know if your local SEO campaign is working, and to identify areas that need tweaking, is to track your results. You can analyze your data many different ways, but these 3 core metrics are vital:

  • Rankings: Google customizes its displayed search results based on prior browsing behavior. Therefore, you must use a tool to find your true rankings. The Google Search Console (formerly Google Webmaster Tools) is a terrific free option. Ask your webmaster to install it, and track your rankings at least once per month.

    To dig further into your rankings, you will need a paid rank tracking tool. We enjoy the one offered by RankRanger.com. It will track your Google My Business page as well as your webpages, and will automatically update ranking data from all of your SEO campaigns.

  • Traffic: The best way to track your traffic, or website visitors, is with Google Analytics. You can see your total traffic, each individual page’s traffic, and the percentage of traffic that comes through Google search. Check your report once per month, with an eye toward discovering any long-term trends.

  • Conversions: A conversion is a specific action you want prospects to take, such as contacting you for 10% off their first cleaning. In Google Analytics, you can track both web and phone conversions, learn which services drive the most conversions, and even discover which of your pages have the highest and lowest conversion rates.

Ready to Get Started?

Now you know why comprehensive local SEO is key to building your customer base. Work through the steps in order, fully completing each before moving on. Here is a recap of the 5 steps:

  1. Keyword research
  2. Keyword optimization
  3. Citations and Links
  4. Reviews
  5. Tracking

Want Help with SEO?

At Main Street ROI, we specialize in helping air duct cleaning companies attract more local customers through Google. If you’d like help with your SEO, contact us for a free quote.

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