Does My HVAC Business Need a GMB Listing?

Posted: in HVAC Digital Marketing

What Is a Local Search Result?

Local search results show up at the top of the search results page- between the paid ads and the organic search results. If you’re new to SEO you may have heard the local search results called different things and wondered what the differences were.

So, what’s the difference between a “Google Maps” listing and a “Google My Business” listing? It’s a great question and a bit hard to explain for those of us who have been in the industry for as long as we have.

Watch our interview with Don Marks, HLM Sr. Digital Marketing Strategist and Jon Bowerman, HLM CTO and Co-Founder, already in progress:

When we started HLM years ago, there used to be seven business results that would show up at the top of the page and people would refer to that as Google Maps.

Over the last couple of years, Google has changed how they described that set of listings from Google Maps, to Google Places, to Google My Business (GMB). As a small business owner, have a great opportunity to go on Google and claim your listing. It’s one of the few things in digital marketing that costs you nothing. And there are a bunch of ways to customize it with service listings, descriptions, and photos.

How Does Google My Business Impact Conversions?

What does having a Google My Business listing contribute to an HVAC company’s overall SEO strategy? The importance of having a great Google My Business listing has increased over the last couple of years and it's one reason you may consider professional HVAC marketing services from HLM, a metro-Detroit SEO company.

It relates to the way the consumers are making buying decisions, and how buying decisions are so much more predicated on mobile devices than they were two, three and four years ago. When a consumer is searching for an HVAC business or any business that provides a service, they are typically looking within their geographic area. So, Google will first try to recommend HVAC companies within a radius of the person performing the search. That’s why local listings show up at the top of the page.

Now, the consumer sees the listings and they are comparing the top visible businesses. They are looking for trust signals. Whether they know it or not, they are about to make an emotional decision. So, you need a fully optimized Google My Business listing with pictures and great reviews.

The next step is to match that awesome GMB listing with a great looking website and a good incentive or offer. The goal is to meet the expectations of the person searching for your service and deliver a great experience.

This combination of trust, relevance, and a great experience makes sets your visitor up to take the next step of calling your business. You've made them feel comfortable that you can provide the service they are looking for, and they have arrived at this decision using a trusted source, Google My Business. So, as a small business owner, claiming and optimizing your GMB listing is really one of the most important things that are going to help to drive potential new leads to your business this year.

Is Distance a Factor in Local Search Results?

There's a certain distance that is just going to be too far for people to drive and after years of collecting data, Google knows the magic number. Google my business is the way that you can target distance because your listing will show up relative to the distance of the person that's searching for it. That's why we feel that Google My Business is an absolutely critical component of any SEO campaign.

So, when we're talking about SEO and we're talking about distance, how far is too far? How far should a company expect to reach with an SEO strategy? That's probably the biggest thing that's changed over the last 10 years.

Proximity has become such an important part of the Google algorithm, but it's also in the context of what size market you work in. For example, an HVAC company that's working in a community where there might be 15,000 people within the city. It's more likely that they can cover a larger geographic footprint because there's not likely to be as many competitors as say an HVAC company in Los Angeles where there are 200 heating and cooling companies within a 20-mile radius.

When you get into much more densely populated areas there's a lot of other factors that influence your ability to show up in your Google My Business Listing.

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