Building SERP Authority

The way people make searches on the internet is changing every day. How do businesses continue to be seen on the Search Engine Results Page (SERP)? Adapting to trends, and Google algorithms is becoming more and more crucial to maintain visibility. 

Today we're discussing how businesses can do this effectively, and the best strategies to implement. 

Google's Evolving SERP Rules 

Recent updates have shown that Google now favours displaying more conversational search results, including a significant presence of forums like Reddit.

This shift emphasises the importance of focusing on specific sentences and conversational search queries. 

For HVAC businesses, this means tailoring content to answer specific questions, often encapsulated in long-tail keywords. 

Think conversational. How would you ask a question to an Alexa or Google Home? 

These keywords should strike a balance between informational intent—where users are seeking answers—and commercial/transactional intent, where they're ready to make a decision.

User Experience

User experience (UX) plays a critical role in SERP authority. A website that's easy to navigate, fast-loading, and mobile-friendly provides a positive experience that search engines reward with higher rankings. 

For HVAC sites, ensuring that contact information is easy to find, services are clearly listed, and calls-to-action (CTAs) are compelling can improve both UX and conversion rates!

Backlinks

Backlinks, or links from other websites to yours, are endorsements of your content's quality and relevance!

Earning backlinks from reputable sites in the HVAC industry or local business directories can boost your site's authority. 

How are you building relevant connections that can bring you more backlink opportunities? 

Engage in community discussions, write guest posts for industry blogs, and ensure your business is listed in relevant online directories to increase your backlink profile.

The Human Touch in Content

A major update in content creation is the overwhelming preference for human-written content over AI-generated pieces. 

Human-written content not only outranks AI content 94.12% of the time but also attracts more than five times the traffic after five months. 

Google rewards unique, freshly updated content that includes insightful data, opinions, and personal experiences!

These elements, combined with depth, readability, and naturally integrated keywords, are key to retaining user attention and improving SERP authority.

All content created by AI is essentially just re-used content, things that have been said and done before. So what is making your content NEW? 

Crafting Content for Clarity and Engagement

Attention spans are diminishing. Your content should be easy to grasp, written in a conversational tone for broad accessibility (think a 5th-grade reading level), and organised in a scannable format. 

Incorporating multimedia elements like pictures, videos, and audio can further enhance user engagement and retention!

The Power of "Best" and "Top"

Keywords incorporating "best" or "top" have seen a 50% increase in conversion rates, signalling a higher level of buying intent among users. 

Making comparison guides that pit your HVAC services or products against others, using these keywords, could significantly boost your SERP rankings and attract those users with a strong intent to purchase!

Evergreen Content: The SEO Gold Standard

While news-related content can provide a temporary traffic boost, evergreen content remains the cornerstone of effective SEO. 

Continuously updating your blogs and evergreen content keeps your information relevant and fresh. This is reported to be highly rewarded by Google!

Our services are designed with authority in mind. 

If you are interested in our services, book a strategy call with one of our in-house experts below.