As an HVAC professional, keeping up your online presence may not be one of your highest priorities — but it should be, many people say.

At Michigan’s Blissfield Heating & Plumbing, officials with the HVAC sales company say they have seen some drastic changes in marketing trends since opening in 1978.

Not long ago, Blissfield jumped on Internet marketing and have seen its sales leads from the website and other online platforms skyrocket.

 After talking with other professionals in the HVAC industry, company officials say they have learned that many HVAC market and sheet metal works businesses don’t know a whole lot about marketing online. Here is Blissfield’s quick guide that helps to explain the basics of Internet marketing.  

SEO and go

Search engine optimization is the process of reworking your website so that it drives natural, relevant visitors from search engines, like Google, Yahoo and Bing. The goal is to make sure that your website shows up on search engines when people search for terms that make sense for your business, called keywords.

For example, a local heating and plumbing business would want its website to rank for keywords and phrases such as “Plumber in Blissfield” and “Blissfield furnace repair.” There are certain factors, called ranking factors, that together determine how likely Google is to display your website when users type in a query. Here’s a quick look at some top ranking factors, according to Internet marketing consulting company Moz:

  • Business “signals.” Certain factors about your physical business make a difference in your Google page ranking. Think about how your business is categorized, where it’s located and if it contains the keyword in the business title.
  • External local signals. Are your online directory listings consistent and correct? Make sure that your business is correctly listed in all of the local and industry directories such as Yellow Pages, Yelp and Angie’s List.
  • On-page signals. Ensure that your website is properly optimized by including consistent contact information and relevant keywords.
  • Link signals. When another website links to your website, it tells Google that your website must have some great content. The more inbound links you have pointing towards your website from high quality, relevant websites, the better.

Search engines are constantly changing their algorithms, making SEO an ever-evolving process. It may be helpful to hire an Internet marketing agency to boost your company’s search engine results. That way, you will always be on top of the latest trends and be able to use your website as a marketing tool at its fullest potential.

Paying per click

Pay per click, also known as cost per click, is a popular online advertising platform. This is a way to increase traffic to your business’s website by placing ads within search engines. You can bid on keyword phrases so that when that keyword is typed into a search box, your website will be at or near the top of the list. The cost of a keyword phrase varies depending on how much competition there is for the phrase. For example, a highly competitive, general word such as “plumber” will likely cost more than a more specific phrase such as “Blissfield plumber.” The nice thing about paying per click is that you only pay for the advertisement when someone actually clicks on the link.

Together, SEO and paying for clicks make up a large portion of Internet marketing. By experimenting and finding the right combination of the two, you will ensure that your website is seen by your target market in the search engines.

And in the end, more clicks leads to more business.

This article was supplied by Blissfield Heating & Plumbing. The Blissfield, Mich., company provides HVAC construction services and residential and commercial HVAC market equipment installation. Contact them at (517) 486-3575 or by visiting