In your solar business, it makes sense to have multiple streams of solar lead generation, rather than relying on a single source.
Relying on door knocking? You or your rep could twist an ankle and be out of that for a week.
Facebook ads? Your account could get randomly shut down.
You get the idea.
SEO (Search Engine Optimization) means doing things to make it more likely for people who want to buy solar panels to find you on Google.
By working on making your solar company more visible on Google, you’ll be adding to an additional source of solar leads, and making your business more resilient.
Read on to learn the principles of SEO for solar power companies.
National vs Local SEO for Solar Companies
When you start looking into SEO for your solar company, it’s important to know that SEO works a little differently on the local level than it does nationally.
Local SEO
Your goal with local SEO is to become the number one result in your local area when people search for things like “solar company near me”.
How hard is it to do this? It depends on your location, and how big of an area you’re looking to target. Being at the top of the search results for the whole of New York City is going to be much harder than in Omaha, Nebraska.
Elements of Local SEO
Google Business Profile
The Google Business Profile (sometimes called GMB) often appears as part of a local search result.
If you haven’t set one up, or ‘claimed’ it, then congratulations – you’ve just found a low hanging fruit to quickly improve your local search rankings.
If you do have one, make sure you have a process in place for gathering authentic (hopefully five star) reviews. The more reviews, and the better your average rating, the more likely it is that your solar business will be number one locally.
Also make sure:
- That all information is accurate and up to date
- You’ve included some (non stock) photos
- Contact details & website links are correct and working
For bonus points you should ideally post updates to your Google Business Profile, in the same way you would for a Facebook page. That could be photos of recent installs that have been completed, for example.
On Site Local SEO
Make sure that your business address is clearly visible on the site, as well as a phone number. Search engines pick up on this and use it as another signal that your business is actually based in the area.
Citations
Citations are a fancy way of saying links from local business directories. There’s a ton of local sites that list local businesses, such as the chamber of commerce.
There are a number of services which can help get you quickly listed on these sites, and doing so is another signal to Google that you’re a relevant local business.
National SEO
National SEO is where you’re competing with large national solar companies like Tesla, Vivint, etc as well as lead generation sites like Modernize, Home Advisor, and Solar.com.
As you can imagine, it’s a lot more competitive. It’s going to be very tough to appear for “solar company” or “solar energy companies” for the entire country.
Content Led SEO for Solar Companies
On a national level, you need to adopt a “content led” strategy, where instead of focusing on building up profiles, reviews and links within a local area, you are looking to capture the attention of people looking for specific information to do with solar.
For example, there are many questions that a homeowner might have around battery storage, such as:
- Does it make sense financially to get a battery for my solar system?
- Which is the best home solar battery?
- What size of battery should I get?
- Can I charge a battery from the grid when electricity is cheap, then use it later?
- Can I charge my Tesla from a home solar battery?
You get the idea. There’s obviously a ton more questions like that. And that’s just one area of the solar industry. If you create helpful, in-depth content that helps someone get the awnsers they need to any of those questions, you can start to get steady traffic from Google all over the country.
Technical SEO
Technical SEO is a crucial aspect of solar SEO, focusing on the technical aspects of a website that directly impact its search engine performance. This includes website speed optimization, mobile responsiveness, and other technical elements that enhance the user experience and improve search engine rankings. Here’s a detailed explanation of these technical SEO aspects and their impact on solar SEO:
Website Speed Optimization
Website speed optimization is the process of ensuring that a website loads quickly and efficiently. This is crucial for solar SEO as slow-loading websites can negatively impact user experience, leading to higher bounce rates and lower conversion rates. Solar companies should prioritize website speed optimization to ensure that their websites are fast and responsive. Why is website speed optimization important for solar SEO?
- User Experience: A fast-loading website provides a better user experience, which is essential for solar companies seeking to engage potential customers. A slow website can frustrate users, leading to a higher bounce rate and lower conversion rates.
- Search Engine Rankings: Search engines like Google prioritize websites that load quickly. A slow website can negatively impact search engine rankings, making it harder for solar companies to attract organic traffic.
- Conversion Rates: A fast website can improve conversion rates by providing a seamless user experience. This is critical for solar companies seeking to generate leads and sales.
Mobile Responsiveness
Mobile responsiveness refers to the ability of a website to adapt to different screen sizes and devices. This is crucial for solar SEO as most users access the internet through mobile devices. Solar companies should ensure that their websites are mobile-friendly and responsive to cater to this growing audience. Why is mobile responsiveness important for solar SEO?
- User Experience: A mobile-friendly website provides a better user experience, which is essential for solar companies seeking to engage potential customers. A website that is not mobile-friendly can be difficult to navigate, leading to a higher bounce rate and lower conversion rates.
- Search Engine Rankings: Search engines like Google prioritize mobile-friendly websites. A website that is not mobile-friendly can negatively impact search engine rankings, making it harder for solar companies to attract organic traffic.
- Conversion Rates: A mobile-friendly website can improve conversion rates by providing a seamless user experience. This is critical for solar companies seeking to generate leads and sales.
Other Technical SEO Aspects
In addition to website speed optimization and mobile responsiveness, other technical SEO aspects are crucial for solar SEO. These include:
- Meta Tags: Meta tags are HTML tags that provide information about a webpage to search engines. Solar companies should ensure that their meta tags are optimized for relevant keywords to improve search engine rankings.
- Header Tags: Header tags are used to structure content on a webpage. Solar companies should use header tags to organize their content and make it easier for search engines to understand the structure of their website.
- Image Optimization: Image optimization involves compressing images to reduce file size and improving their loading speed. Solar companies should optimize their images to improve website speed and enhance user experience.
- URL Structure: URL structure refers to the organization of URLs on a website. Solar companies should ensure that their URLs are clean, descriptive, and easy to navigate to improve search engine rankings.
- Crawl Errors: Crawl errors occur when search engines encounter issues while crawling a website. Solar companies should identify and fix crawl errors to ensure that their websites are easily crawlable by search engines.
- Sitemap: A sitemap is a file that lists all the pages on a website. Solar companies should create and submit a sitemap to search engines to help them understand the structure of their website and improve search engine rankings.
- Robots.txt: Robots.txt is a file that tells search engines which pages on a website to crawl and which to avoid. Solar companies should ensure that their robots.txt file is optimized to improve search engine rankings.
Google’s Ranking Factors: Click-Through Rate, Brand Search Volume, and Entity Stacking
Google’s search algorithm is a complex system that considers numerous factors to determine the ranking of websites in search results. Two crucial metrics that influence ranking are click-through rate (CTR) and brand search volume. Additionally, the concept of entity stacking plays a significant role in enhancing a business’s online presence.
Click-Through Rate (CTR)
CTR is a metric that measures how many users click on a website’s link after seeing it in search engine results pages (SERPs). Google uses CTR as a ranking factor to assess the relevance and quality of a website. A higher CTR indicates that users find the website’s content relevant and engaging, which can positively impact its ranking.
Brand Search Volume
Brand search volume refers to the number of users searching for a specific brand name. Google considers this metric to gauge the popularity and relevance of a brand. A higher brand search volume can lead to improved rankings, as it indicates that users are actively seeking information about the brand. One way to increase this is by growing your presence on Social Media.
Entity Stacking
Entity stacking is a strategy that involves building a business’s presence in the Google Knowledge Graph. This is achieved by creating high-quality content that is relevant to the business and its target audience. By doing so, a business can increase its visibility in search results and improve its ranking.
How Entity Stacking Works
Entity stacking involves creating a network of interconnected entities such as social media profiles that are related to the business. This can include entities such as people (you and employees), places (offices), and things. By linking these entities to the business, a business can increase its visibility in search results and improve its ranking.
Benefits of Entity Stacking
Entity stacking offers several benefits, including:
- Improved Visibility: By creating a network of interconnected entities, a business can increase its visibility in search results and reach a wider audience.
- Enhanced Authority: Entity stacking can help establish a business as an authority in its industry, which can lead to improved rankings and increased credibility.
- Increased Conversions: By providing relevant and high-quality content, a business can increase conversions and drive more sales.
Google’s ranking algorithm considers various metrics, including click-through rate and brand search volume, to determine the ranking of websites. Entity stacking is a strategy that involves building a business’s presence in the Google Knowledge Graph by creating high-quality content and linking it to relevant entities. By implementing entity stacking, a business can improve its visibility, authority, and conversions, ultimately driving more sales and growth.
Measuring the Effectiveness of Solar SEO: Metrics, Tools, and Strategies
Measuring the effectiveness of solar SEO efforts is crucial for optimizing your digital marketing strategies and achieving your business goals. By leveraging analytics tools and key performance indicators (KPIs), solar companies can gain valuable insights into the impact of their SEO campaigns.
Key Metrics to Track
- Website Traffic: Monitor the number of visitors to your solar company’s website, as well as the sources of this traffic (organic search, referrals, social media, etc.). Aim for a steady increase in website traffic over time as your SEO efforts take effect.
- Lead Generation: Track the number of leads generated through your website, such as contact form submissions, quote requests, or newsletter sign-ups. Measure the conversion rate from website visitors to leads.
- Conversion Rate: Analyze the percentage of website visitors who take a desired action, such as scheduling a consultation or making a purchase. This metric helps you understand the effectiveness of your SEO-driven content and user experience.
- Keyword Rankings: Monitor your solar company’s rankings for targeted keywords related to your products and services. Improved keyword rankings can lead to increased visibility and organic traffic.
- Referral Traffic: Measure the amount of traffic coming to your website from other sources, such as industry blogs, directories, or social media platforms. This can indicate the reach and impact of your online presence.
Leveraging Analytics Tools
To track these metrics effectively, solar companies can utilize a range of analytics tools, such as:
- Google Analytics: A free and comprehensive web analytics platform that provides detailed insights into website traffic, user behavior, and conversion rates.
- Google Search Console: A free tool that helps you monitor your website’s performance in Google search results, including impressions, clicks, and average position.
- GoHighLevel: A powerful CRM and marketing automation platform that can seamlessly track conversions from lead to sale, across various marketing channels, including SEO, social media, and paid advertising.
Advanced Tactics: Paid Google Ads
As an advanced tactic, solar companies can leverage paid Google Search Ads to quickly identify the most effective keywords for their business. By running targeted ad campaigns, you can gather data on which keywords generate the highest conversion rates.
This information can then be used to inform your long-term SEO strategy, helping you focus on the most valuable keywords and content.For example, a solar company might run a Google Ads campaign targeting the keyword “solar panel installation near me.” By analyzing the performance of this ad, the company can determine the conversion rate and cost-per-conversion.
This data can then be used to optimize their SEO efforts, ensuring they rank highly for this high-converting keyword.By combining the use of analytics tools, KPIs, and advanced tactics like paid Google Ads, solar companies can effectively measure and track the success of their SEO efforts, making data-driven decisions to improve their online presence and drive business growth.