The recent leak of internal Google documentation on search algorithms has sent shockwaves through the SEO world. While the focus is often on consumer-facing businesses, there are valuable takeaways for B2B HVAC companies serving other HVAC businesses as well.
Why Should B2B HVAC Care?
Even though your target audience isn’t searching for “best HVAC company” themself, they are likely using Google to find the products and services they need to run their business effectively. This means a strong SEO presence can position your B2B HVAC company as the go-to source for other HVAC businesses.
Let’s revisit the key takeaways from the leak, but with a B2B HVAC lens:
1. User Experience Matters
The leak confirms Google uses clickstream data, including dwell time, to assess user experience. For B2B HVAC companies, this translates to ensuring your website is easy to navigate and provides valuable information for other HVAC professionals. This could include detailed product descriptions, informative blog posts on industry trends, and clear calls to action.
2. Build Your Brand Authority
The leak highlights the importance of “siteAuthority” in ranking new pages. As a B2B HVAC company, establishing yourself as an authority can be achieved through thought leadership content, industry awards, and positive online reviews from satisfied customers (other HVAC businesses).
3. Focus on Targeted Keywords
While branded search volume might be less relevant for B2B companies, focusing on relevant industry keywords remains crucial. Research the specific terms other HVAC businesses use to find the products and services you offer. Optimize your website content and landing pages with these keywords to improve organic ranking.
4. Prioritize User-Friendly Website Design
The leak suggests potential penalties for poor website navigation. For B2B HVAC companies, a user-friendly website is essential. Ensure your website is mobile-responsive, has a clear navigation bar, and allows easy access to product information and contact details.
Stay Informed
The Google leak is a significant event, and the SEO landscape will likely continue to evolve. Stay informed by following Moz and other SEO authorities for further analysis of the leaked documents. Utilize this information to refine your B2B HVAC SEO strategy and attract more qualified leads from other HVAC businesses.
