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Why You Should DIY Organic Social (and Not Paid Social) in 2020

Since COVID-19 shook up the world in early 2020, High Level Marketing has been watching the digital marketing industry closely. One of the things weve been seeing is a stronger push for 3rd-party Organic social media management, where small businesses pay a company or individual a monthly fee to develop, post, and/or monitor Organic social media. Now, Im not one to knock the product offering of other marketers (once upon a time, I was a Social Media Manager myself), but its important for small businesses to know what theyre buying, especially if that agency makes promises it cant deliver.

If you're a small business owner thats happy with the performance of your Organic social media management, keep reading. Well talk about calculating the true ROI of your Organic social.

If youre the type that doesnt mind rolling your sleeves up for a bit of DIY, Organic social media is something you should and can do.

Just know that in either scenario, paid social will take so much of your time that this is the one thing you should outsource to an agency. Well also talk about why that is.

What is Organic Social?

Organic Social for a brand is very similar to how we use social media for personal use; a business posts, for free, any content they like to their social media platform of choice to an audience that has elected to see their content. This is important to understand later because Organic social can only reach users who have liked/followed/subscribed to your social media channel.

Paid Social is a different story. As AdRoll defines it,

"Paid social refers to anything on social media thats influenced by advertising dollars. In other words, advertisements or sponsored posts that brands pay a social network to display to audiences beyond their followers."

Paid Social contains many tools that are unavailable to Organic Social, like defining an audience that you would like to see your post. Audiences are one of the most powerful parts of social platforms, as you can define cities, demographics, and interests to create a "secret sauce" that delivers your content to users who would most want to see it. And, unlike Organic Social, these users dont yet know who you are.

The Declining Organic Social Footprint

Early in the life of social media, paid advertising didnt exist. Platforms like Facebook relied entirely on organically generated user content. Competition for eyeballs of users was high, since everything, and I mean everything, appeared in a users feed. Facebook began to look at prioritizing social posts that algorithms estimated would be most interesting to each user, but also began to look more closely at how users interacted with brands and brand pages.

Mark Zuckerberg stated on this subject,

"Recently weve gotten feedback from our community that public content --- posts from businesses, brands, and media --- is crowding out the personal moments that lead us to connect more with each other."

The beginnings of limiting brand page visibility started with user feedback on what the brands were posting: sales-y, non-stop posts that were crowding out the content from friends and family. Because organic posts were the only game in town, brands couldnt even target messaging to a specific audience, making the noise on social media louder.

In 2007, Facebook introduced Paid advertising which allowed brands, for the first time, to target users outside their immediate audience. This was initially a win for brands who could now target individuals that fit the service or product their company offered, but also a pain point for users with large and loyal followings: it was also around this time that Facebook seriously started to chip away at Organic Reach.

The Cost of Organic Reach

Organic reach is a measure of visibility, showing how many users saw and interacted with a post. According to Social Media Today, Facebook has reduced brand organic reach down to 6.4% on average.

6.4% of your total Facebook page audience will see your posts, on average.

This is where small businesses run into trouble when paying for 3rd parties to manage their organic social media presence. The math doesnt work out when you factor in the monthly cost of social media management vs. how many users will even see, let alone engage with that hard work.

Example: Acme Co.

Lets say we have a company called Acme Co. with 1,000 page followers that pays $400 per month for Social Media Management. If we use the average organic reach of 6.4%, 64 total users would see a single post.

64 total users would just see an organic post out of every 1,000 followers.

Now, according to research conducted by Iconosquare, engagement rates hover around 3.22%. Engagement rate is any action someone takes on your Facebook Page or one of your posts. The most common examples are likes, comments, and shares, but it can also include checking in to your location or tagging you in a post.

Out of 64 users for Acme Co. that would even see a post means that only about 2 people would interact in any way.

If you were to layer the cost of monthly social media management @$400 per month, Acme Co. is paying $200 per engagement.

It doesnt take an expert marketer to know that $200 per like or comment is ludicrous.

Engagement is a fickle thing that is influenced heavily by the algorithms of social media. While the averages above are based in reality, Organic social can perform well if users find it interesting. The reality also is that 90+% of posts arent interesting.

There are tactics to combat this, but mathematically they dont make sense for small businesses unless you can add one or two zeros to your follower count.

By our best mathematical guess, 5,000 followers should be the minimum to begin thinking about an agency managing your Organic social.

At this level, according to industry averages,


320 Average Organic Reach

10.3 Average Organic Engagements per Post

So wheres the value in Organic Social?

There is a lot, actually. While the math is scary in the context of an agency, the numbers make a lot more sense when you don't add in the extra cost of management.

And there's a bigger, more important concept in Organic social besides Engagement: branding.

Brand identity is something thats massively influential, especially during COVID-19. Marketing Land identified that,

"New consumer data from Survata makes a strong case for brand marketing and argues that trusted brands are winning during the pandemic. That survey and other evidence point to brand visibility being more important than ever --- and that brands that continue to build awareness will emerge stronger."

Marketing Land Article: Should You Go All-in on Brand Marketing Now?

What this means for small businesses is that brand messaging can start simply with a "Yes, were open."

But it can and should extend to more authentic, human discussions that actually make the most of social platforms, well beyond the sales-y stuff mentioned earlier.

A real-world example of how genuine, human dialogue can make all the difference for a brand is Bad Brads BBQ. Full disclosure, theyre not a client of HLM, just a brand I personally follow and have enjoyed for nearly a decade:

The background is that this company was overrun with Mothers Day orders and was unable to keep up with the volume of requests. Mistakes were made and the company owned up to it. Theyre publicly asking to have discussions with their customer base.

If we were to use traditional measures like engagement to measure the social media response to this post? As of 5/12:



348 Reactions (Likes, etc)

And this cost the company zero dollars to post themselves.

DIY Your Organic Social Media

Doing well in Organic social is tricky, but its not impossible. The "trick" lies in being authentic, having a genuine connection (and conversation) with your audience. Its not about posting often, its about making each time you do post meaningful. Things like meme posts from brands highlight how fleeting people are on social: while humor can increase the amount of users that interact with your post, theyre empty interactions, like laughing at a joke and directly moving on.

What truly sticks? Loyalty. And thats earned.

Weve seen social media blasting out messages that are ignoring the COVID crisis, pretending its "business as usual" when we all know that isnt the case. For those of us sitting in our home offices, door closed, wailing children and a howling pomeranian in the next room, the idea of pretend-its-not-there-and-it-goes-away seems ridiculous.

For better or worse, were all here right now.

And No one, I repeat, No one can tell the story of your business better than you can right now.

So What About Paid Social?

Paid Social is one of those areas thats tricker to manage in-house. For small businesses, the amount of time required to oversee a paid social campaign isnt something the average owner can spare.

But thats why theres paid social agencies to manage that for you.

This is the place where budget is tied directly to your outcomes. Here, you can establish your budget and alter it midstream without a contract to get in the way (like with a 3rd party managing your Organic would).

Paid social management analyzes all the factors, from the messaging to the precise audience, to deliver the absolute best performance for your dollar. This is why a 3rd party is better suited to manage paid social: analysis takes time. Lots of it.

Audience is one of the most powerful parts of Paid Social. There is a wealth of targeting options, from locations to interests available, all of which can be layered to show ads only to the people most likely to need your services or products.

Need to target homeowners within a 10 mile radius of your business? Done. Need to target homeowners in only two cities that also like Minecraft and the color blue? You could do that too. Any audience outside of your immediate follower base is available to discover your brand and become a loyal follower.

With Paid Social, youre not stuck with the audience you have; you get the audience you want.

Overall, Paid social can deliver a significant boost to your social presence and a necessary complement to any Organic social initiatives. Wed rather see an owner post themselves once a week and supplement that with Paid Social than to see small businesses get taken advantage of by 3rd party providers.

Thats why we only manage Paid Social campaigns at HLM; for small businesses, we actively support you becoming a DIY social media marketing expert.

If youd like to learn more about how Paid Social can tie into a DIY Organic Social campaign, we can help. Contact Us today or follow High Level Marketing on Facebook.
Google Confirms May 2020 Algorithm Update is Rolling Out Now

Googles Danny Sullivan has confirmed that a core algorithm update is rolling out. The update will officially be known as the "May 2020 Core Update."

Our last pulse on the industry focused on the search engines and SEO experts consensus that Core Algorithm Updates should continue. Google's May 2020 Core Update is evidence that the company will absolutely continue to roll out updates to protect users.

In such uncertain times, the need for user protections against spam and search result manipulation is even more important. If recent news of social media bot spam and Zoom hijacking has taught us anything, it's that no digital medium is free from exploitation from bad actors.

Google's stance on Core Algorithm updates has not changed at all since August 2019; in short:

  • Focus on creating high-quality content that answers the questions a user is looking for
  • E-A-T: Expertise, Authoritativeness, and Trustworthiness are how quality is rated and should be the focus of any webpage.

What This Means

High Level Marketing has also held a strong stance against dubious SEO practices. In fact, we have welcomed many of our clients due to previous bad actors tanking search performance (the 7 Deadly Sins of Content Marketing weren't imagined, you know).

That being said, Google generally doesn't provide specifics on what exactly they change in their Core Algorithm. We can be certain that it relates to content quality, Expertise, Authoritativeness, and Trustworthiness, as all of the Algorithm Updates for the past year+ have. This history of quality + E-A-T updates is why HLM focuses so heavily on creating strong content that's useful to searchers and search engines alike.

High Level Marketing will continue to monitor industry updates and provide insights of our own as they reveal themselves.

As always, if you have questions or concerns about the recent industry updates, drop us a line. I assure you, we're open.
Video: Search Engines and SEO Panelists Agree Algorithm Updates Should Continue During COVID-19

"I was expecting that people would be more like, 'No, we dont want updates," said Daniel Waisberg, search advocate at Google, in response to a Twitter poll that Search Engine Land News Editor Barry Schwartz posted asking whether Google should temporarily halt algorithm updates during the COVID-19 outbreak.

Although the sentiment from poll participants was relatively split, Bings Fr©d©ric Dubut and Googles John Mueller have said that their respective companies should continue to improve algorithms to serve users during these times --- a perspective that was echoed by all of the SEO panelists during our first Live with Search Engine Land session.

Googles doing a lot to fight misinformation and thats just going to continue to happen, I imagine, over the next few months," said Lily Ray of Path Interactive, adding, "If Google finds ways to improve the quality of the results to reduce misinformation, then they should continue rolling out those updates."

"If people stopped working, ultimately systems are going to fail at some point and if there is no one there to [make] these improvements, then were just going to implode," said Pedro Dias of APIs3, referencing the misinformation problems Facebook is dealing with as a result of having to send its legion of content reviewers home. "We dont want to do that; we want to maintain what can be maintained ... we should not stop just because other parts cannot move ahead," Dias said.

Why It's Important

During the pandemic, we've all encountered new ways that nefarious users are promoting bogus cures or simply redoubled phishing efforts.

We at High Level Marketing agree that search engines (and social media) should continue to monitor their platforms and deploy improvements. Most updates during the COVID-19 pandemic will most likely be related to these bad actors; HLM will, as always, monitor updates as they come and continue to help our clients - and the industry at large - take digital marketing to the next level.
How to Apply for the PPP Paycheck Protection Loan

As part of our dedication to helping small businesses stay informed and get help during the Coronavirus shutdown, we've been monitoring the news surrounding the Paycheck Protection Loan (PPP).

Here are the latest applications and guides for getting the financial help you need to keep going during the Coronavirus shutdown.:


For more information about the CARES Act and resources for obtaining assistance for small businesses, workers, and families, check out this recent post from the U.S. Department of The Treasury: How the Treasury Department is Taking Action

HLM is not only your partner for all things digital marketing, but we also care about you, your families, and getting through this uncertain time together. We are open. Our teams are working remotely. We are here for you.
State, Federal Grants and Loans Available during the Coronavirus Crisis

Many small businesses can get cash like that in this picture by completing a disaster loan application.

Update March 30, 2020: Paycheck Protection Program

With many small businesses in Michigan reeling from the recent Executive Order as a result of COVID-19, many owners are scrambling to make plans until April 13, 2020, and possibly beyond, to mediate business losses.

The MEDC announced the Michigan Small Business Relief Program to fund $20 Million to Support businesses impacted by COVID-19. The fund is divided into grants and loans. Ten million will be distributed as up to $10,000 grants to pay for working capital, rent, payroll, etc. Businesses must show they have suffered a loss due to the coronavirus, and also have fewer than 50 employees.

The grants do not have to be paid back.

Apply through

The remaining ten million will be reserved for loans between $50,000 -- $200,000. As reported by Dalton and Tomich, these loans are intended for larger businesses, with up to 100 employees. The loan proceeds can be used for any working capital needs; but the loans will be personally guaranteed and must show an ability to repay. The terms of the loan are very favorable to the borrower with interest rates as low as .25%, and the first 60 months interest-only payments; after that the amortized over 5 year period.

Apply through

The Federal government is also doing its part by releasing $1 billion in disaster loan relief through the SBA -- Small Business Administration. The SBA will provide loans of up to $2 Million to cover loss of revenue due to Covid-19. The loans must be to repay fixed debts, utilities, rent, accounts payable and will have interest rates of 3.75% interest, 2.75% for nonprofits. See for more information. The SBA will look into personal credit history, and the loans will have to be personally guaranteed, however they will have generous repayment terms of a maximum30 year terms. Ability to repay will be based on 2018/2019 tax returns. Applications for the loan can be made up to 9 months after disaster, and funds are being released as early as April 1.

Learn more about the disaster loan relief here:

Update March 31, 2020: The Small Business Administration (SBA) under its 7(a) program has released a sample Paycheck Protection Program (PPP) application.

This is the PPP program that is available in addition to the disaster program. It's one or the other... however the PPP is forgiven if you can get the funds.

How to Apply:

(Per the SBA Site) You can apply through any existing SBA 7(a) lender or through any federally insured depository institution, federally insured credit union, and Farm Credit System institution that is participating. Other regulated lenders will be available to make these loans once they are approved and enrolled in the program. You should consult with your local lender as to whether it is participating in the program. Some banks may be ready as early as April 3, 2020 with their own options.

High Level Marketing is dedicated to the success of its clients and the greater business community in Michigan. HLM will continue to provide and curate resources for those affected by COVID-19 so that we may continue to help small businesses take their marketing to a higher level.
How to Avoid Coronavirus Malware

We're currently seeing a rise in attempts to compromise business information which is concurrent with AVG's observations.

Phishing scams tend to prey on the victim's fear by using real and current threats. Hackers are now pretending to offer COVID-19 information that is filled with malware designed to steal from people.

We recommend checking the World Health Organization for the most current, accurate, and up-to-date information on the COVID-19 pandemic. As well these five tips:

  1. Check your sources and only refer to ones with a good reputation for accuracy and verifiable facts.
  2. Don't click on links in unknown emails.
  3. Don't open attachments without checking the legitimacy with the sender first.
  4. Check website links for strange typos, added numbers, or anything that doesn't seem right.
  5. Think about how it's been shared. Facebook posts, WhatsApps chains, and Tweets can be written and doctored by anyone.

Be sure to regularly scan your website for malware which can have a severe negative impact on your web visibility and cause you to completely disappear from Google. All clients of HLM get continuous Malware scanning included with their MYCE websites. To perform a Malware scan on your own, we recommend the Google resource:

Stay safe and all the best.
Google Adds New Features for Businesses Affected by COVID-19 (Coronavirus)

Google has recently updated help documentation to allow businesses that may have been affected by COVID-19 to provide details about their business. Google states,

If your business is affected by COVID-19, update your Google My Business profile to provide the most accurate information to your customers. For example, change your hours of operation if youre closing early, or add more details to your description. The updates will show on your Business Profile on Google Search and Maps.

These new features will show in both Google search and in Maps, providing customers with needed information about the availability of your business. If you are impacted in any way that might change how your business hours are impacted, or you need to update the phone number to go to your home or mobile number, or anything else, Google wants you to let your customers know about that. People use Google search all the time to look for updated information on your business and Google is reminding you to update your Google My Business listing with those details.

High Level Marketing is dedicated to assisting our clients adapt to an ever-evolving search ecosystem, and this is no exception. We encourage our clients and new businesses alike to contact us with any questions.
How Important Are Reviews to Growing My HVAC Business?

Do Google Reviews Help HVAC SEO?

A lot of HVAC companies ask us if there is any correlation between your star ratings on Google My Business and your organic ranking? And the answer is yes. As a recommendation engine, Google only wants to recommend companies they trust and one of the trust factors is social proof. It knows what people are saying about your business on review sites, social media, and it calculates how many people click on your website from the review page and how much time people are spending on your website.

So, what do we say to someone that might have a strong star rating on Google, but a competitor is ranking higher than they are in Google My Business?

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

First of all, we understand the frustration. And as an experienced metro-Detroit HVAC marketing company, the first thing we usually ask is are you Googling yourself or your services from where the business is actually located? Because not only are your reviews a large indicator of where your business will show up in your search results, but your proximity to where the search is occurring is equally important to how Google is going to show those results.

Having more reviews than any other HVAC company within your metropolitan area doesn't necessarily mean that you're always going to be number one.

It's important to understand that it's not only reviews that influence Google results, but it's also proximity too. And then there all the other components that Google looks at it in their algorithm to determine who shows up organically and within the Google maps pack.

Most importantly is website content. Does your website answer the question that the consumer is typing in their search? Because if your website doesn't necessarily answer that question, there's a high likelihood that Google may not show your Google maps listing, even if you have more positive reviews than someone else in town.

So, we look at Google Maps, or Google My Business, we really have to recognize that these are in fact, organic search results. And there are a lot more factors than reviews that influence why a business is going to show up, number one, two, or three.

HVAC SEO is about optimizing all those factors collectively to ensure that you get maximum visibility.

Heres something else to consider when youre looking at that new HVAC competitor that is outranking you with fewer reviews and a basic website. Sometimes Google is testing out new businesses. They are always looking to improve experiences.

Just like you and your favorite restaurant. You may go to that restaurant every week knowing youll have a great experience. But we both know as soon as a new restaurant opens youre going to try it. Youll take a chance even though they might not have any reviews yet or maybe they had a rocky opening and got a couple of bad ones. Youre not abandoning the place you know and love. Youre just trying something new.

Google's doing the same thing. Its saying, Hey, we've got these businesses that we've trust, but we've also got this new HVAC company to the market. Let's refer them for a while. Now people start engaging with that business, they go to that business' website. Guess what? If they don't have a great experience, meaning bad reviews or little engagement on their website, Google's not going to try that business out for very long and they're going to go back to what the trusted resources; just like we do with our favorite restaurants.

Want to Get More Reviews for Your HVAC Business?

Request a FREE Reputation Evaluation

For more valuable information about growing your business with reviews, check out these blogs:
How Do I Get More Quality HVAC Leads?

Help-My Website Isnt Showing Up on Page One Anymore!

A common frustration we hear from local HVAC companies and really many small businesses in service industries is the lack of phone calls coming in from their website. We get it. If the phone isnt ringing, youre not making money.

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

First and foremost, if you're a small business owner, you want to know how your customers found you. Was it a coupon book, a personal referral, or did they find you online? If people have been referred to you through a branded search, by searching your business name, are you as visible today as you were 12 months ago? Does your business show up when they search for a general service, like furnace repair? When you're talking about Google, which delivers search results based on an algorithm, it's just a big mathematical formula that determines where your business shows up based on what people are putting in a search query.

The hard part is that Google is always changing its algorithms. What shows up today is different than what showed up last month. And you need an SEO company that understands this and is able to keep up with the ever-changing algorithms and can optimize your website and business listings to help ensure your business shows up organically and in Google My Business.

HVAC companies today, are not only competing against the other competitors within your local geographic area, but you're also competing against a lot of other third party entities that are interested in taking your potential customer and selling them back to you.

Youre competing against HVAC companies and referral sites.

Whether it's Home Advisor, Yellow Pages, Angies List, Houzz, or Yelp, those referral sites have a lot of credibility with Google and they know it. Not only is it hard to outrank those sites, if you choose to partner with them, but youre also still competing with all HVAC companies on their websites.

That is why investing in your HVAC digital marketing strategy is so important because if you've got a referral and that referral isn't able to find your business because someone else's better optimized for your brand name, it's costing you business.

Meaning, If a person looking specifically for your brand and instead of getting to your brand they're getting to Home Advisor or another business that has a Google Ad Words listing that has incorporated your brand name in it, it makes it much more difficult to generate leads.

When small business owners, especially HVAC companies, think about lead generation its important to look at investing in digital marketing as an investment in your business to help ensure, first and foremost that when their potential referrals are looking for them, they can be found.

Secondly, SEO helps ensure you show up in topic searches, like furnace repair or HVAC company near me. This is a topic choice opportunity. Topic choice means typically youll either be featured in a Google maps pack, which is one area where we can optimize for from an SEO perspective, or youre visible in an organic search. And then last, you know, they may want to locate other digital marketing channels such as PPC, which is Google Ad Words or local service ads.

To sum it up, lead generation today is substantially different than it was two, three, four years ago because Google has opened up more channels in which potential customers who are looking for their services might find a different path to your competitors.

Maps Pack vs Organic Search Results

Many people see Google My Business and organic search results as separate results. The fact is, the business listings are just the first part of organic and then after the maps are the page results. One of the biggest misconceptions we see across a lot of industries is the idea that your HVAC business could just be in the maps and then the results that come with below that is just where SEO takes place.

But SEO is performed on both. So, if youre not getting the quality leads you want, and in heating and cooling, its the person looking for some type of service like AC repair, its likely you need to invest in professional SEO services.

We Help You Get More Quality Leads

At HLM, when we're thinking about generating leads for an HVAC company, service queries are the types of quality leads that we're optimizing for in your market. Were not interested in the tire kickers where the tire kickers are just looking for ways to fix things themselves.

We're looking for those customers that want a quality company. And the businesses that are struggling to get those quality leads, typically have websites that do not have content that speaks to those types of consumers.

As your recommended metro-Detroit SEO company we look at your website content, business listing, and the channels that are driving traffic to your website or that are driving to your phone number. We look for paid ads or search engine optimization, and your social presence. Those are the things that will drive quantity, but the quality is really driven from your website and that's good.

Looking for a Digital Marketing Partner to Help You Get More Leads?

Request a FREE Strategy Session

For more valuable information about digital marketing for your business, check out these blogs:
Google Ranking Factors for HVAC Companies

How Can I Help Get My HVAC Website to Rank on Google Page One?

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

One of the most common questions we get asked from HVAC owners is how does HLM help HVAC businesses rank on Google and other search engines? And really, this is a common question we get from small business owners in every industry we work with. After all, isnt the ultimate goal to be number one in Google for all services and search terms related to that industry? The answer is, of course, "it depends." It depends on the type of industry they're in and the type of business that they're in, and what customers are searching for. HLM professional HVAC marketing services in Metro-Detroit help HVAC companies compete in their local market and beyond.

If You Want Better Page Rankings You Need More Authority

However, in 2020 and as we move forward, whats especially important for small business owners to remember, is that search engines, especially Google, are ranking websites in terms of authority. Now, its less about keywords and more about authority. Its about being relevant and providing the most authentic experience possible for the consumer.

At the end of the day, Google is an algorithm. It uses math to determine who shows up number one. And our goal is to convince Google, through great signals, that your business can be trusted, is an authority, and should be a top choice for consideration to answer search queries.

So how exactly does Google make those decisions? What are some reasons your HVAC company might not rank above another HVAC company when you feel like youre doing things right? For example, youve got a great website and customers like your business. Yet, your competitors with terrible reviews and a mediocre website are still outranking you. It's most likely due to on-page and off-page optimization.

What is On-Page Optimization vs Off-Page Optimization

It boils down to determining what signals Google uses to help determine which HVAC websites in your area they should rank number one, number two, number three. It essentially becomes a mathematical formula of making sure that both your on-page and off-page optimization is 100% as efficient as possible.

When we think about on-page optimization, that's really your website and your content, your pictures. Its things that help a consumer when they get to your website, feel like they made the right decision. Your off-page optimization is something that a lot of small business owners struggle to really understand.

Off-page optimization starts with citations and backlinks and reviews, and really all those signals that Google is interpreting when they crawl the world wide web to really validate who your HVAC business is compared to other HVAC businesses you are competing against.

Want your HVAC Company to Rank Higher So You Can Get More Leads?

Request a FREE SEO Evaluation

For more valuable information about SEO for your business, check out these blogs:
Should You Write HVAC Content for Search Engines or People

Good HVAC Content is Written for People, Of Course!

Everyones heard that content is king and with Googles focus on engagement and relevancy, its true now more than ever. This means when it comes to focusing on a specific campaign or page content such as furnace repair or AC installations you need to be relatable, informative, and interesting.

As a reputable metro-Detroit web design company, our number one goal for HVAC websites is to keep your visitors on your pages and clicking around your site. This is a huge indicator to Google that you are an authority in your field on whatever the search terms were that got that visitor to your page. Content development is just one piece of the HVAC marketing puzzle.

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

This is the HVAC Sales Funnel

Think of your website pages as funnels with the pointy side at the bottom. At the very top, or the widest part are the consumers searching for things like HVAC repair or heating repair or cooling repair or installation, or a new furnace company. They are our researchers. They may not be ready to purchase just yet, but they are shopping for an HVAC company they can trust so when the time comes, they already know who to turn to.

To engage that consumer, the most important thing that you would want to include in terms of content on your website would be trust signals. This includes client testimonials, manufacturer logos, accreditations and certifications, and photos of your crew.

Near the middle of the funnel are people a little closer to making a purchase decision. In terms of web page content, there's an opportunity to answer questions that are not pushing sales, but rather answering questions and earning trust. For example, someone might be searching something like, "what is the best heating system to put in my home lowering my heating bills" or, they may be looking for a branded furnace and comparing two different brands, so they might search something like "what brand furnace has the best energy output for bungalows," or things like that. These are long-tail search queries.

When we structure HVAC webpage content, the first objective we have is to make sure that we're answering the initial question of "Do we provide the service that a consumer could be looking for?" Because that's where most HVAC businesses are going to receive the most benefit as search engines evolve.

What kind of content is satisfies both people and search engines?

Answering those longer tail search queries where someone might be looking for, such as comparison information or pricing information, or which brands offer the longest warranty. The more content that you provide on your website that can articulate answers to consumer questions, will have a greater impact on your search results and your conversions.

Speak to the Way People Listen

Its not only the content thats on your website. Its how it is written. Theres an old marketing saying that you need to speak to the way people listen. It used to be that when we wrote content for your website, it was beneficial to use a lot of keywords. Now we refer to that in the industry as keyword stuffing. It was a way to feed the search engines what they were looking for. Now search engines are a lot smarter, especially Google with the rise of artificial learning. Their machines are now able to read your site and understand it the way a human does. Now they are looking for the experience.

Are You Ready to Update Your Website?

Request a FREE Website Evaluation

For more valuable information about web design for your business, check out these blogs:
Why Should I Hire HLM for HVAC Digital Marketing?

Is DIY Digital Marketing Fact or Fiction?

The bigger question is does it make sense for an HVAC company owner to DIY his or her digital marketing, hire an employee to do it, or partner with a professional digital marketing company? The answer is, it depends on how much time you have and how effective you need your strategy to be. The real value of hiring a metro-Detroit digital marketing company like HLM is experience and access.

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

Digital marketing has evolved so much in the last 10 years. And especially in the last couple of years, the competition for HVAC companies has gotten fierce. Its become easier to start your own HVAC business and owners today grew up with the internet. They understand that Google is a top channel for growing your business. That means more small businesses investing in SEO and digital marketing and specifically HVAC companies investing in at least some basic digital marketing strategies to be found online.

You can always do the minimal effort to get minimal visibility, but if you want to really gain maximum visibility and grow your business, it's a daily effort of looking at the searches, search results, analyzing your website, looking at how your competitors.

Google has an algorithm that's in constant flux. So, if you're not monitoring that on a daily basis, it's tough to really make those changes on a regular basis that are going to help to ensure that your website is a top choice when consumers are looking for it.

So while it is possible to perform SEO and digital marketing in house, it's extremely difficult. You need to be really engaged with SEO on a daily basis, watching your competitors, understanding Google updates, and doing the research that's necessary to stay on top of the changes that occur within the industry. To be top of mind when a consumer is looking for

Common Mistakes People Make When Trying to DIY Digital Marketing

Heres an example we can use to illustrate what happens when you dont fully understand a marketing channel like Paid Search or PPC. This example comes from the water damage industry because we see a lot of self-managed campaigns from that industry.

Paid campaigns are those paid ads that you see on Google. One common misstep for people managing their own PPC campaigns is forgetting to optimize the campaign for negative keywords. Those are the types of words where if somebody searches you and it contains that word, you don't want your ad to show up because it would be irrelevant and you'd be wasting money if somebody clicked on your ad searching for that word.

In the water damage industry, one of the big common things we see in campaigns that are self-managed is forgetting to add the word "phone" as a negative keyword. By not adding the word phone as a negative keyword, when people search for cell phone water damage or I dropped my phone in water, or things like that your ad could show up as a recommended company for that solution.

Think about how many people are searching for cell phone water damage a day. You dont want those customers, but theres a good chance theyll click on your ad if it shows up first. That mistake could cost you $50 or more a click. And thats just one example of a trick we know to optimize your HVAC PPC campaign.

The advantage of hiring a professional Paid Search company is that were not starting from scratch. We have Google Ad Words Certified specialists. We know the marketing channel and we know your industry and what your best customers are looking for. We can save you money. In fact, our #1 goal is to get you the lowest cost per click.

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