Cold Weather Means Better Rankings for Furnace Repair

tmblast

My #LocalSEO client is an HVAC company that offers year-round services to their residents in Colorado. As we move into winter, you can anticipate demand for heating projects to increase, as evidenced by Google Trends and SEMRush. To get ahead of that demand, I shift my focus away from AC and related projects towards the middle of the summer and start preparing for heating services. Here is how I think about seasonality and local SEO for my clients.    Timestamps 0:00 Is Seasonality a Factor? 0:2 Historical Weather Trends are Important 0:35 Google Trends is Important 0:55 SEMrush shows the same trend 1:21 Google Search Map Pack Explained 1:45 How the Heat Map Works 2:06 How Google Map Search Factors into This 2:44 SoLV Improvement Trends for My Client 3:50 Tips to Rank Better on Google  Want to run a free heat map scan for your business? If so, you can use my free affiliate link to do just that. https://localfalcon.com?fpr=greg81  Want me to work on your account? https://tmblast.com/services/ny-local-seo/

Transcript

00:00Hey, everyone. What's going on? Greg here again from Team Blast. So every time I onboard a new

00:03local SEO client, I always ask if seasonality is a factor for their business. For one of my

00:08clients, that is the case. They're an HVAC company in Colorado. And I can tell that we're in November,

00:15more people are going to be looking for a furnace repair compared to AC installation,

00:18just because obviously the weather is much colder. So I'm going to walk you through my

00:21thought process and what I do for my clients that have seasonality. So to start, I did a generic

00:27search weather, historic patterns. I can see that in November, obviously the weather is going to get

00:32much colder. That makes sense. When I look at Google trends now around furnace repair, I can tell that

00:38in the past actually five years, this is the most interest now when it comes to furnace repair.

00:44Obviously, some winters are going to be colder than others, but for the most part, this is when

00:48the peak is going to happen. This is where my clients can get the most phone calls now for

00:52furniture repair. Therefore, we need to be ranking at the top. And then finally, this is just a generic

00:57United States search with an SEM rush, but I can tell the trend. Here we are now again in November,

01:01this is the peak. This is where you want to really rank. So every time I onboard a new client,

01:06and we're looking at different seasonality patterns for their business, I'm going to focus

01:10heavily on AC keywords when the weather is going to be the hottest. And I'm going to flip that to

01:15really focus on furnace repair in the winter, because I can tell that's when the demand is going to

01:20happen. So to start, before I go into my thought process and their numbers, let's just all get on the

01:26same page. So if you search for furnace repair on your computer or on your phone, Google displays

01:31three organic map pack listings. That's the share of local voice. That's the map pack. That's where

01:36every business wants to be. You want to be in these top three, because on a computer, you can click on

01:40website. On your phone, though, you can actually click on the phone icon to call the company. Again,

01:44that's where you want to be. Here is one of their heat map scans for their business. This is a 15 mile

01:50radius 11 by 11 grid. So the bottom left quadrant, those are dots one, two, and three. That means if you

01:55were searching for a furnace repair in those areas, you would then find my client that is in that top

02:00three. Again, that's what's going to get the most phone calls. Anything that's not, however, in dots

02:05one through three, only can show up on Google map search. So if you ever, again, using your app on

02:11your phone, you use Google map search for furniture repair, you get all the listings there. Now,

02:15obviously, this is a problem, because if you look at this heat map over here, if you're position 14,

02:20that means you have 13 other companies that are ahead of you within Google map search. So

02:25most likely people call only the first couple listings, they try to get a price availability,

02:29and that's really kind of it. You're not going to call 13 other companies to get that same

02:34information. You're probably going to call maybe a couple. And then if someone says, yep, I can come

02:37today to do furnace repair. That's who you're going to go with. So you really want to be in dots one,

02:42two, and three. That is the key. So here's the keyword furnace repair. My client is the blue line at the

02:48very bottom. I've been tracking this keyword since the summer in August. I talked to my client about

02:53this and said, okay, we know historically, the weather's going to change in November. Therefore,

02:58we need to start tracking this keyword to get the baseline metric in August. And I'm going to flip

03:02the account, I'm going to really heavily focus on heating. So furnace repair. Now you can see we've

03:08grown 19 percentage points, we're at 20.66. That is great for what we're doing. Here's how the heat

03:14map has changed for them. So again, I'm left inside, that's August on the right side. Now,

03:18that's November. Again, that bottom left quadrant, it's starting to flip. And we went from 1% or so

03:22page one rankings, now 20% for the keyword furnace repair. Here's another keyword too.

03:28Furnace repair service, same thing. I've been tracking this keyword since the summer,

03:31had the same conversation with my client. Now we had the peak, we grew about 10 percentage points

03:36for there. There's other keywords too. It's really the same story. So furnace repair company,

03:41furnace repair near me, it's the same strategy. Keywords are growing at the right time.

03:47The map is starting to change. So tips to rank better on Google. I talk about this a lot.

03:53I use local Falcon to get the baseline scan with my client. So again, I'm not in Colorado,

03:57I'm in New York. So I have to use a third party tool to run the heat map scan and know exactly

04:01how they're ranking in a 15 mile radius for their keyword. Next, I say up to date on the weather,

04:06Google trends and SDM rush. So I talked to my client too, like they, they told me that obviously,

04:11you know, heating projects are going to really peak in the winter makes the most sense, but

04:15it's the same thought process though, with all of my clients, the ones, especially I onboard,

04:19I will actually share and say, if we're going after heating keywords, we know the demand's not

04:23going to really happen until about November and December. So if we're ranking really good in August

04:27or in July, that's great for a ranking to report, but we're not going to get the demand

04:31and the leads until it gets colder. Next review the competitor list. Look, look for gaps. So gaps are

04:36things like number of reviews, local area code numbers. There's so much when it comes to gap

04:41analysis. I talk about this all the time in all my other videos. Next, I look at competitors. So

04:45I'm always looking for any keyword stuffing, virtual offices, PO boxes, duplicate listings.

04:51If there are, I'm going to suggest them then to Google. Next, making changes to their Google

04:54business profile accounts, adding photos, services, descriptions, products, questions and answers,

05:00even uploading photos too. We talk about reviews. Reviews do matter on Google, but it's the recency

05:05factor that is key. So you want to keep getting reviews and obviously respond to them.

05:10Bonus tip, get reviews outside of Google. So don't just only get reviews on Google. I talk

05:14to my clients all the time, get reviews on Yelp, Facebook, get reviews on Trustindex.io or Trustpilot.

05:22Anything to get a secondary site to talk about your business is going to be really key. ChatGPT

05:26and other sources use additional reviews. Even Apple Maps uses Yelp instead of Google reviews. So

05:34really focus on third-party sites. Next, create landing pages on your website to go after,

05:39again, furnace repair, furnace service, furnace installation. Have those pages and have them

05:44with local schema markup. So show your location, highlight that to Google and Bing. And finally,

05:50keep running more and more local Falcon scans because ultimately you want to see something like

05:54this where you go from about a 1% share of page one to now 20%. Again, I'm going to keep growing this

06:00for my client. We're going to get more and more leads for their business. Anyway,

06:04thanks for watching this video. Let me know if you have any questions and it's always have a good

06:07rest of your day.

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