Being first on Google isn't everything.
I bet you have heard it a hundred times. It looks like each enterprise is wanting to be #1 on Google. It would not matter what town you are in, or in case your company does HVAC or Plumbing or other domestic services, the idea of being #1 sounds incredible.
Any why shouldn't it? If you could be #1, greater strength to you.
But you want to know a secret?
Ranking #1 is not the point.
So there you have got it. Maybe the whole lot you've ever studied about on-line advertising, or about coping with search engine optimization for your enterprise, is all messed up.
SEO for Plumbers and HVAC companies is clearly all about one issue: new leads, new sales, more conversions. Let me say it again- the goal of SEO isn't rating, it is leads.
Sure, when you're #1 for your search terms, it sure feels awesome. But to create leads- and the revenue that those leads provide- it really requires a different way of thinking. It means challenging assumptions... about caring about things like code and user experience. About thinking through the little details that are easy to overlook, and the big things like leadership and team development.
Ultimately, the aim is to pressure greater leads and get extra sales, without stressful approximately ranking first, so you spend much less time and less money, and get more results.
So wait- does my online rating nevertheless rely?
Perhaps yes. Perhaps no.
Looking, ranking first is good, of course. But sometimes, it's just not possible. And frankly, it's becoming less important all the time. The goal, then, isn't just ranking or clicks... it's about new customers.
So, thinking about your customer acquisition plan that way means thinking about the long game, and avoiding shortcuts.
For SEO, it's really just one part of the equation. For most businesses, it's important to keep in mind that a website is not a marketing strategy... but it's part of a marketing strategy. Look at a comprehensive digital marketing plan so that you maximize your traction across all fronts. This includes websites, SEO, PPC like AdWords, social media, and more.
If you want a key metric to look at, Cost Per Sale should be one of the most important. More than ranking, even.
If you've never thought about CPS before, think of it this way: how many dollars did it cost to you to create one sale?
This matters for everything. For SEO. For PPC. For direct mail or TV ads. It also helps create a bit of clarity.
For HVAC and Plumbing companies, it's not uncommon for $25 for a single click in AdWords. Is that good? Maybe. If you're selling a $29 dollar home visit, then no. Simple math would tell you that it's not worth it. However, $25 for replacing a furnace or a water heater? That $25 is a steal.
Keep in mind, a $25 click in AdWords doesn't always guarantee that you'll get a phone call from a potential customer. It does mean, however, that they'll land on your site. It's important to factor in your web design into the conversion funnel your customer is in.
As a HVAC or Plumbing corporation, your intention is to maximize your value in step with Sale. which means the usage of all your equipment together (like directories, schema, and percent) collectively to boost your odds.
So yes- ranking first on Google is exceptional. But to do this requires tons of resources (normally money and time) that would be used some place else to get the identical outcomes for less money.Perhaps even better consequences for less money.
Need to maximize your leads?
1) Improve your Click Through Rate (CTR).
Typically, the better the CTR, the better the conversion.
Right now, the average CTR among all industries is around 1.91%. For home service companies (like Plumbers or HVACs), that number drops to around 1.4%.
If you maximize your CTR, and if you convert more of the SERP clicks than the person ranked higher than you, likely, Google will reward your site with a better ranking.
This means focusing on clicks for your customer can pay off huge .
2) Write a better headline.
Look, this is a trick as old as time. If you can write a better headline, a more intriguing page title, or a more interesting article, chances are, your customer can't resist the temptation to click on you.
This isn't even rocket science.
PPC is a great tool to test various options because you can do A/B testing to your heart's content. Figure out which copy gets more clicks, and run with it!
It's important to keep in mind that people make decisions for one of two reasons- money, or emotions. With home service companies, you can bet your bottom dollar that emotions are playing a huge part in why they're searching to begin with ( help! my water heater is out! , or dang, my house is hot! )... but when it comes down to it, money may play a huge roll in your customer's trigger.
3) Social media isn't evil.
Look, a lot of companies may be afraid of using Facebook, Twitter, or Yelp to get more customers. Or, if they're not afraid, they might not know how . Here's the bottom line: if you're a Plumbing or HVAC company, dollars to donuts, your customers are on Facebook, and they're informed by Yelp. You cannot afford to avoid being present on these domains.
Your competitors know this, of course, and they're already using social media to help drive more clicks.