How Your HVAC Company Can Successfully Expand into Getting Found on Google For Plumbing Services

Patrick McFadden
4 min readJun 7, 2024


As a thriving HVAC company, you’re likely always looking for ways to grow and diversify your offerings. One natural expansion could be into plumbing services.

However, the digital landscape can be tricky to navigate when branching into new categories. Here’s how to ensure Google recognizes your expertise in both HVAC and plumbing, helping you achieve success in this new venture.

Understanding Topical Authority

Topical authority is crucial in the world of SEO. It means being recognized as an expert in a specific subject by search engines like Google. Your company is already known for HVAC services — air conditioning, heating, and related areas. But how do you make Google understand that you’re also a credible provider of plumbing services?

The Challenge of Adding New Services

Let’s say your HVAC company wants to start offering plumbing services. Google currently identifies your site as an authority on HVAC topics. If you add just one page about plumbing, it won’t align well with the existing content. Google won’t immediately see you as a plumbing expert because your site’s primary focus has always been HVAC.

Building Topical Authority in Plumbing

To get Google to recognize your expertise in plumbing, you need to create multiple pages related to plumbing services. Think of it as building a new chapter in your company’s story. You might start with 5–10 pages that cover different plumbing topics — common plumbing problems, maintenance tips, emergency plumbing services, and so on. This approach is known as topical clustering.

By adding a cluster of related content, you help Google see that plumbing is now a significant part of your business. This way, your site’s overall content starts to include plumbing, making it more relevant and authoritative in this new category.

Avoid Diluting Your Content

One thing to watch out for is diluting your site’s focus. If you add content that’s too far removed from your core services — like interior decorating — you could confuse Google about what your site is really about. This dilution can make it harder for you to rank well for both HVAC and plumbing topics.

Managing Multiple Topics Strategically

To effectively manage your content and maintain strong rankings, consider creating a subdirectory on your site specifically for plumbing services. This way, you can keep the plumbing content somewhat separate but still under the umbrella of your main site. For example, your site could have sections like “/hvac” and “/plumbing” to clearly distinguish between the two service areas.

When to Consider a Separate Website

If you plan to develop a substantial amount of content for plumbing — say, 100 or more pages — it might be worth creating a separate website dedicated entirely to plumbing services. This approach can help you build strong topical authority for plumbing without affecting your HVAC content.

Here’s a HVAC Example

Imagine your HVAC company, “CoolAir Experts,” is well-established and known for providing top-notch air conditioning and heating services. Your website is filled with detailed pages about HVAC repair, maintenance, installation, and tips for homeowners to keep their systems running efficiently. Google recognizes your site as an authoritative source on HVAC topics.

Now, you want to expand into plumbing services. If you only add a single page titled “Plumbing Services” to your website, it won’t be enough to convince Google that CoolAir Experts is also a reliable source for plumbing information. Google still sees your site as primarily focused on HVAC services.

To change this perception, you need to build topical authority in plumbing. Here’s how you can do it:

  1. Create Multiple Plumbing Pages: Start by adding several pages about different aspects of plumbing. For instance:
  • “Common Plumbing Problems and Solutions”
  • “Emergency Plumbing Services: What to Expect”
  • “How to Maintain Your Home’s Plumbing System”
  • “Benefits of Regular Plumbing Inspections”
  • “Signs You Need to Call a Professional Plumber”

2. Link Relevant Content: Ensure these new pages are well-linked to each other and to your main site. For example, link the “Emergency Plumbing Services” page to the “Common Plumbing Problems and Solutions” page where relevant.

3. Provide In-Depth Information: Each page should offer detailed, valuable information that helps users understand and solve plumbing issues. This not only improves your SEO but also builds trust with potential customers.

4. Integrate Plumbing into Existing Content: Mention plumbing services where relevant on your existing HVAC pages. For instance, if you have a blog post about preparing your home for winter, include tips about both HVAC and plumbing maintenance.

By adding these pages and integrating plumbing content into your existing site, you help Google see that CoolAir Experts is expanding its expertise to cover plumbing as well. This process, known as topical clustering, gradually builds your authority in the new service area.

In summary, understanding and implementing topical authority means systematically adding and linking relevant content so Google recognizes your website as an expert source in both HVAC and plumbing. This strategy not only helps your site rank better for plumbing-related searches but also assures potential customers that they can trust you with their plumbing needs, just as they have with HVAC.

Final Thoughts

Expanding your HVAC company to include plumbing services is an excellent way to grow your business.

By strategically adding plumbing content and managing your site’s focus, you can ensure that Google recognizes your expertise in both areas.

Whether through topical clustering on your existing site or by launching a new, dedicated website, you can successfully broaden your service offerings and reach more customers.



Patrick McFadden

Small Business Marketing Consultant // CEO of @indispmarketing // I install a marketing process to increase visibility, grow revenue & make your phone ring