All Systems Go Marketing (ASGM), a digital marketing company based in La Mesa, CA, recently published an article discussing the advantages of including press releases in HVAC company’s digital marketing campaign.
It’s not immediately obvious to a number of HVAC contractors, but press releases can influence your website’s traffic and authority in more ways than one. All Systems Go Marketing further expounds on the subject in their blog post, “Should Your HVAC Company’s Digital Marketing Plan Include Press Releases?”.
“Many HVAC company owners fail to recognize the value in publishing press releases for their digital marketing campaigns,” said Craig Wright, owner and spokesperson at the company. “It’s unfortunate since press releases are a quick and simple way to build authority for your HVAC website if done right.”
In the past, press releases had significantly less value than they do now. As a rule, most search engines tended to ignore them, focusing instead on individual site content. But as entity-based identification began to take hold, the releases have been somewhat reborn as a tool.
Press releases can provide a lot of value in ways other than just gaining backlinks. A smart HVAC owner just has to figure out the right reasons to publish press releases and how to utilize them for their digital marketing campaigns.
From the article: "You don’t need a world changing event to publish a press release.” The article notes that some HVAC owners will hesitate to publish press releases for their companies because they underestimate their own company’s story.
In truth, press releases can be published for a number of reasons such as: a notable contribution to the community, winning a major client, sharing a testimonial, or more simple reasons such as a recent blog post or website update.
“A big issue with a lot of HVAC and tradesmen is that they tend to have very little marketing background. As a result, everyday achievements that could be seen as something to celebrate can get lost in the mix of doing everyday business," said Wright. "The fact is, having press releases as one of your HVAC marketing strategies is always going to pay off."
Other than the possibility of being cited by a journalist, press releases also have other benefits. By publishing a press release, a business exposes its website not only to the variety of press release websites on the web, but also to important authority areas like Google News. The traffic from these sites can create customers or notoriety for any company, no matter the industry.
A key additional bonus of a press release is that it builds safe, Google friendly links to a site and the ability to utilize a media site’s authority on one's homepage if they happen to reference the article in their own publications.
Wright comments, “But there has to be a balance. Some SEOs will capitalize on the ability of press releases to build links but fail to put in the effort to understand their readers. Public relations companies, on the other hand, tend to focus on soft brand metrics such as public sentiment and followers but fail to optimize for search due to a lack of technical knowledge. A smart strategy incorporates both factors.“
All Systems Go Marketing has been providing clients with expert digital marketing strategies and techniques for 20 years. The company focuses exclusively on PPC and SEO for HVAC companies. ASGM’s main services include search engine optimization, pay per click advertising, and social media marketing.
Defining good SEO is pretty easy - it basically tends to mean a site that is well marked up, written well, loads fast and most critically, RANKS for keywords either locally in the map pack (for local businesses) or in the below-the-ads section nationally (for larger concerns).
But SEO isn't simple on-page stuff, like ensuring the term "AC installation" shows up as 3.4% of the time on a page. It isn't naming your images something like "furnace-installer-near-me.gif" or buying tons of crappy links from "directories" that no one ever sees. It certainly isn't stuffing keywords into Meta tags and calling it a day.
It isn't buying a "website kit" from a provider that claims "all the SEO is complete." It isn't throwing down hundreds of dollars on weak Fiverr gigs that Google is just dying to ban your website because of.
Nope, those ideas are 10, 15 and 20 years old. They were pretty sweet in their time, back when things were far less complicated (the good ol' times!); but now, not so much. Now, those ideas work about as well as a Yellow Pages listing.
Having run SEO campaigns for over 20 years, one thing this insider can tell you is this: good SEO is getting more and more complicated, has quite a few more elements than it ever has and is a continual process. There are more assets to maintain, more links to "juice", and more content to be written.
Even five or 10 years ago, you could put up your brochure-lite website, and pull local leads just by submitting your site to Google.
That has changed markedly as well.
Are You Content With Your Content?
Today's well-ranked website all but requires a strong content strategy. Google cares far more about "activity" on your website as well, meaning they care that visitors are interested in what you're putting out there. This means the old "put up a site and redesign in 3 years"-adage that many business owners have gone with for so long is now just ridiculously obsolete.
Nope, you need to get your message out there with solid consistency. Google will reward websites that don't let the tumbleweeds gather.
Ask yourself this: if you're never saying anything new with your website, why should Google want to feature it?
The Maps 3 Pack Should Be Your SEO Goal
Nowadays, with Mobile search such a major part of Google's algorithm, a slot in the local "3 pack" can mean a continual lead flow - a virtual license to print money that is NOT subject to the insane bidding process that Google Ads can create- particularly during peak heating or cooling season.
One of the most interesting parts about talking to HVAC contractors all over the world is that many of them share a sad, unfortunate view of SEO and Digital Marketing. The reason is simple. They've been burned.
I've even talked to people who were paying into the five figure range for monthly SEO, even while the "specialist" they were working with NEVER EVEN ASKED FOR THE WEBSITE's PASSWORD!
No wonder SEO gets a brutal rap.
Sadly, many HVAC owners are sold on the concepts and potential success in a well SEO'd site, only to hire someone (oftentimes a web designer with no idea of anything SEO except that they can "add it to the bill") that lets them down.
This makes it difficult for bona fide SEO warriors to take on new clients, but not impossible. In fact, for the right business owners that are willing to take on the right digital marketing agency, it can mean rewards beyond their wildest dreams.
It's all about picking the right agency. Tune in next week when I tell you what to look for in an SEO agency that virtually guarantees you're picking a winner.
The following post Defining Effective SEO For HVAC Owners is republished from http://www.allsystemsgomarketing.com/