Webinar Outline: HVAC Search Engine Optimization

How to Make Your Website Work for You

1) Welcome + What You’ll Learn (3–5 minutes)

• Introduction to All Contractor Marketing
• Who this webinar is for:
• HVAC business owners
• office managers and marketing coordinators
• anyone responsible for generating leads
• What attendees will learn:
• how SEO works for HVAC companies
• what makes HVAC websites rank in Google
• what pages and content you actually need
• how to avoid wasted money on “SEO packages”
• how to measure SEO results and ROI

2) What HVAC SEO Really Is (and What It Isn’t) (5–7 minutes)

• Simple definition: SEO = getting your website to show up when people search for HVAC services
• What SEO includes:
• Google search rankings
• local results and map visibility
• website content and structure
• trust signals and authority
• What SEO is NOT:
• a one-time setup
• “just adding keywords”
• instant results overnight

3) How Homeowners Search for HVAC Services (6–8 minutes)

• Common HVAC search types:
• emergency intent: “AC repair near me”
• service intent: “furnace repair [city]”
• install intent: “AC replacement cost”
• brand intent: “[your company name] reviews”
• problem intent: “AC not blowing cold”
• Key takeaway:
• your website needs to match search intent to rank and convert

4) The HVAC SEO Lead Path (How Rankings Become Calls) (8–10 minutes)

Explain the flow:

• Homeowner searches on Google
• They click results that look trustworthy
• They skim your service page
• They look for proof (reviews, photos, badges)
• They call or book service

Why this matters:

• SEO doesn’t just drive traffic — it drives high-intent leads

5) The 4 Pillars of HVAC SEO (10–12 minutes)

Pillar 1: Website Foundation (Technical SEO basics)

• mobile-friendly site
• fast load speed
• clean site structure
• secure site (HTTPS)
• indexable pages (Google can crawl them)

Pillar 2: Content + Keywords (On-page SEO)

• service pages
• location pages
• FAQs
• internal linking

Pillar 3: Authority (Off-page SEO)

• reviews
• citations/listings
• backlinks
• local trust signals

Pillar 4: Conversion (Turn traffic into leads)

• call buttons
• request service forms
• clear service areas
• trust builders

Key takeaway:

• ranking without conversion is wasted opportunity

6) HVAC Website Structure That Ranks (Deep Dive) (15–20 minutes)

A) The core pages every HVAC website needs

• homepage (trust + navigation + conversion)
• service pages:
• AC repair
• AC installation/replacement
• heating repair
• heating installation
• heat pumps
• ductless mini-splits
• indoor air quality
• maintenance/tune-ups
• financing page
• reviews page
• about/team page
• service area page (or location hub)

B) What Google expects on service pages

• clear service description
• who it’s for and common symptoms
• process/what to expect
• FAQs
• service area mention
• trust proof
• strong CTA throughout

C) Internal linking strategy

• link between related services
• link to financing, maintenance plans, reviews
• link from blogs to service pages

7) Local SEO for HVAC (Maps + Website Working Together) (12–15 minutes)

• difference between:
• map results (Google Business Profile)
• organic results (your website)
• how your website supports local rankings:
• consistent NAP info
• embedded map/contact info
• service area signals
• location-specific content
• key local SEO factors:
• proximity
• relevance
• prominence

8) HVAC SEO Keyword Strategy (Practical and Simple) (10–12 minutes)

• types of keywords that matter:
• service + city (“AC repair Marietta”)
• near me searches
• emergency keywords
• install/replacement keywords
• “cost” keywords
• problem-based keywords
• keyword mapping:
• one main keyword per service page
• avoid stuffing keywords everywhere
• common HVAC SEO mistakes:
• one generic “services” page for everything
• no dedicated pages for installs or repairs
• thin content with no value

9) Content Marketing for HVAC (Blogs That Actually Help SEO) (8–12 minutes)

• when blogs work:
• answering homeowner questions
• building topical authority
• supporting service pages
• best HVAC blog topics:
• “repair vs replace”
• “why is my AC leaking water?”
• “how often should I change my filter?”
• “heat pump vs furnace”
• “HVAC maintenance checklist”
• how to use blog content correctly:
• blog posts should link back to service pages
• content should be local where relevant
• don’t publish random articles that don’t support services

10) Website Speed and SEO (8–10 minutes)

• why load speed affects:
• rankings
• bounce rate
• conversions
• what slows HVAC websites down:
• large images
• heavy scripts
• bloated themes/plugins
• slow hosting
• simple speed improvement steps:
• compress images
• remove unnecessary elements
• prioritize mobile speed

11) How to Track HVAC SEO Results (8–10 minutes)

Metrics that matter

• phone calls and form submissions from organic traffic
• keyword rankings for service terms
• traffic to service pages (not just homepage)
• conversions by page
• Google Business Profile actions

Tools to use

• Google Search Console
• Google Analytics
• call tracking (optional but recommended)

Key takeaway:

• SEO should be measured in leads and revenue, not vanity traffic

12) Common HVAC SEO Mistakes (5–7 minutes)

• paying for SEO without clear reporting
• no service pages
• duplicate location pages with thin content
• ignoring mobile and speed
• no reviews strategy
• no tracking
• expecting SEO to work without consistency

13) The 90-Day HVAC SEO Action Plan (8–10 minutes)

Days 1–30: Build the foundation

• fix technical issues
• optimize top service pages
• improve conversion elements
• set up tracking

Days 31–60: Build authority

• review generation system
• listings/citations cleanup
• publish supporting content

Days 61–90: Scale and dominate

• expand service pages
• build location pages (if needed)
• strengthen internal linking
• improve rankings through ongoing updates

14) Q&A (10–15 minutes)

15) Announce Next Webinar, "HVAC Direct Mail — Using Postcards and Sales Letters to Break Through the Noise" and link to register.