HVAC contractors are poised to stay in business indefinitely. Everyone from homeowners to property investors to facility managers needs HVAC maintenance throughout the year. However, that doesn’t mean you aren’t up against steep competition.

There are over 140,000 heating and cooling businesses in the country. Chances are that a few of them are right in your backyard. It’s going to take some serious marketing to cut through the competition with those numbers.

If you’re not leveraging both evergreen and seasonal HVAC keywords, it’s time to start. What does that mean and how can you build a better SEO strategy? Read on to find out.

The Difference Between Evergreen and Seasonal Content

If you’re new to building strategies to boost your search engine ranking, terms like “evergreen SEO” and “seasonal content” may not mean much to you yet. Before we talk about how to build a strategy to incorporate both, let’s break down the basics.

Evergreen content is content that stays relevant all year round. We’re talking about interests and concerns your clients will have no matter what temperature it is outside. When well-executed, evergreen content will support your search engine ranking for months and years to come.

Seasonal content, on the other hand, reflects your clients’ needs in a given moment. Key search engines like Google know that time of year does impact what internet users are looking up, and the algorithm will shift accordingly. Seasonal content supports your search engine ranking by showing that your posts are relevant to time-sensitive searches.

Examples of Evergreen HVAC Keywords

The heating and cooling industry is a great example of an industry that meets seasonal needs. In the winter, your work shifts to heating solutions. In the summer, your focus is on cooling. 

Where does that leave evergreen content? Some examples of great evergreen HVAC keywords include:

  • How to save money
  • HVAC contractor near me
  • Indoor air quality
  • HVAC repair
  • Emergency HVAC repair

These search terms aren’t temporal. These are things your client base is looking for all year round. They may pair these keywords with seasonal queries (e.g., “how to save money on gas heating”) or search for them on their own. 

Examples of Seasonal HVAC Keywords

No one knows better than you what your clients are worried about from one season to the next. Your seasonal HVAC keywords will look like the following:

  • Spring duct cleaning
  • Summer AC tune-up
  • Fall HVAC checklist
  • Winter heating repairs

Seasonal keywords create opportunities for tons of original blog posts. Not only will your blog posts boost your search engine ranking, but they’ll also give you a chance to show off your expertise.

How to Build a Better Keyword Strategy

How can you put this information to good use? Here are a few of the steps to take to start building a keyword strategy using both evergreen and seasonal keywords.

Plan Your Keywords in Advance

To set yourself up for success, map out your blog posts and keywords 6-12 months in advance. This allows plenty of time to do research and craft high-quality, informative writing. By taking your time, you’re more likely to catch trends as they emerge, putting you ahead of your competition. 

Prepare to Adapt

When you plan your seasonal keywords in advance, there’s always the potential that Google trends won’t shift in the way you expected. For example, you may have prepared heating content only to have an unseasonably warm winter. Rather than writing about heating efficiency or maintenance, you’ll want to shift your focus to evergreen content or get a jump on warm-weather keywords.

Get Creative with Seasonal Content

Seasonal keywords may look the same from year to year, and you don’t want to cycle through topics you’ve already covered. Instead, get creative with your seasonal keywords. For example, if you wrote about the importance of AC tune-ups last spring, you can write about signs clients need AC tune-ups this spring. 

Refresh Evergreen Content

Just because people use evergreen keywords in their internet searches regardless of the season doesn’t mean you shouldn’t refresh your evergreen content. In fact, this is a great way to recycle old content while still providing value to your readers. This can include updating statistics, changing information to fit recent trends, and addressing the modern consumer’s latest concerns. 

Account for Local Differences

When you’re using SEO keyword tools like Google’s keyword planner, make sure to filter your results for your state, city, or town. Some keywords tend to do well all over the country, but regional concerns and interests can help you hone in on your local market. Given that an estimated 50% of Google searches are for local businesses, you’re going to want to capture clicks from locals. 

Consider Your Unique Qualities

Every HVAC company has a unique selling point, and you can use yours to your advantage. For example, you may be the only contractor in your region with Energy Star certification or a license to sell, fix, and install Carrier products. When you create content around your unique qualities, you start ranking for keywords that your competitors aren’t using.

Partner with the Pros

Though there are plenty of online tools that claim to make SEO a breeze, learning how to use them still comes with a learning curve. Hiring a digital marketing agency can put your website on the map faster with the help of time-tested strategies and professional writing. Plus, outsourcing your keyword strategy lets you focus on what you do best: providing high-quality HVAC services to your local clientele. 

Call CAE Marketing & Consulting for Better Blog Planning

No matter how long you’ve been in business, your HVAC company needs a strong digital presence to thrive in the modern world. Using a combination of evergreen and seasonal HVAC keywords in your online content can attract more visitors and give you a boost in the Google algorithm.

At CAE Marketing & Consulting, we do more than throw together a list of SEO keywords. We use a data-driven approach to ensure that each leg of your digital marketing strategy is achieving results. Contact us to learn more about how our expertise can bring your HVAC company to new heights. 

David Morton

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