Ultimate SEO for Solar Companies Guide

SEO for solar companies boosts local leads & sales. Improve your solar company's SEO and online visibility with this in-depth guide covering keyword research, technical SEO, content, link building and more.

Table of Contents

solar seo expert writing a seo for solar companies guide online

Introduction to Solar SEO

Search engine optimization (SEO) is a crucial marketing strategy for solar companies looking to gain visibility and attract new customers online. With more and more people using search engines like Google to find local services, having an effective SEO strategy can help solar companies reach and convert potential customers.

SEO for solar companies helps improve a website’s rankings in search engine results pages (SERPs) for relevant search queries. The higher a page ranks for terms people are searching for, the more visibility and traffic the solar company can gain. SEO also boosts brand awareness and establishes authority and trust.

SEO is Important for Getting Local Leads

For solar companies specifically, SEO is important for ranking for local searches like “solar panel installation [city]” as well as informational queries like “residential solar costs.” With custom SEO strategies tailored to their website and target customer personas, solar companies can gain an edge over competitors in crowded markets.

Investing in SEO provides long-term value. Unlike paid ads that stop showing when campaigns end, SEO delivers results that persist as long as best practices are followed. For solar companies, an effective SEO strategy is essential for sustainable growth and profitability.

Keyword Research

Selecting the right keywords is crucial for ranking well and attracting qualified traffic to your solar company’s website. Focus on keywords that relate to your products, services, and location to connect with customers actively searching for what you offer.

Start by brainstorming a list of potential keywords. Think about the terms your ideal customers would use when searching for solar panels or solar installation services online. Use keyword research tools like Google Keyword Planner, SEMrush, or Ahrefs to expand your list and identify high-value keywords.

Using Your Location

Analyze the competition and search volume for each keyword using the research tools. Look for keywords with high search volume and low competition to target first. Avoid ultra-competitive keywords like “solar panels” in favor of longer tail versions like “residential solar panels California.”

Prioritize keywords that relate to service areas, products, and solar incentives you currently offer. For example, a San Diego installer should focus on “solar panels San Diego” over less relevant national terms.

Organize your targeted keywords into groups or tiers based on priority. Optimize your site and create content around the top-tier keywords first. Continuously add new keywords over time and expand into additional tiers.

Track Rankings

Track keyword rankings regularly and adjust your priorities based on performance. Leverage tools like Google Search Console to see which terms are driving traffic and conversions. Eliminate low-performing keywords over time.

With the right keywords as your foundation, you can optimize pages and create content that ranks well and converts visitors into leads and customers. Dedicate time upfront to thorough keyword research for long-term SEO success.

On-page Optimization

Optimizing the on-page elements of a website is crucial for solar companies looking to improve their SEO and organic search performance. This includes optimizing key page elements like title tags, meta descriptions, headings, content, image alt text, site speed, and more.

Title Tags

The title tag is the most important on-page element for SEO. It appears as a clickable headline on search engine results pages. Title tags should be crafted to include the target keyword, compelling messaging, and an accurate description of the page content. Keep title tags under 60 characters.

Meta Descriptions

Meta descriptions provide a summary of the page content in search snippets. Well-written meta descriptions can improve click-through rates. Meta descriptions should be crafted to provide an engaging overview of the page and include target keywords. Ideal length is 130-160 characters.


Headings (H1, H2, H3 tags) help structure page content and signal importance. Only one H1 should be used per page. Lower-level headings can include target keywords where they fit naturally. Use headings to break up content into readable sections.


Optimizing content for SEO comes down to providing valuable information focused on target keywords. Content should be well-written, easy to read, and provide depth on the topic. Include target keywords naturally throughout the content. Use related keywords and synonyms as well.

Image Optimization

All images should have descriptive alt text including target keywords. File names for images should also include keywords. Use tools to compress images to improve site speed.

Site Speed

Site speed impacts organic rankings, so solar companies should optimize pages to load quickly. Compress files, enable caching, minify code, and optimize images to improve speed. Use speed testing tools to identify issues.

Internal Linking

Linking to internal pages passes authority and helps search bots crawl the site. Use anchor text with keywords to link to relevant internal content. Break up and connect content using internal links.

Following on-page SEO best practices allows solar companies to create optimized web pages that drive organic growth. This fundamental technical SEO work improves discoverability and search visibility over time.

confused installer figuring out solar seo online

Technical SEO

A solar company’s website needs to have a solid technical foundation to be discoverable and accessible to users. Here are some key technical SEO factors to focus on:

Site Architecture

  • Use a silo structure with clear navigation and URL structure. Organize pages and content by topic and theme.
  • Make sure key landing pages are no more than 3 clicks away from the home page.
  • Interlink-related content across the site to reinforce internal connections.
  • Keep important pages such as services, and company info up in site architecture – don’t bury deep.

Site Speed

  • Test site speed and aim for page load times under 3 seconds.
  • Minify HTML, CSS, and JavaScript files.
  • Optimize images – compress large files, and lazy load below-the-fold images.
  • Minimize HTTP requests – combine files, and use a CDN.
  • Check for broken links, and fix 404 errors.

Mobile Friendliness

  • Design site for mobile-first indexing.
  • Use responsive design to optimize for all devices. Test site on mobile.
  • Leverage AMP pages for key landing pages.

Technical Audits

  • Regularly run technical SEO audits to catch issues early.
  • Check crawl errors in the Search Console, and optimize the site for bot accessibility.
  • Monitor site uptime and server response times.

By optimizing these technical foundations, a solar company can help search engines efficiently crawl, index, and rank their website content. This improves organic visibility and traffic.

Content Creation

Content creation is a crucial part of any SEO strategy for solar companies. By regularly publishing high-quality, relevant content, you can attract and engage your target audience while also building authority and trust around your brand.


Consistently blogging on your website or blog should form the foundation of your content strategy. Aim to publish 1-2 new blog posts per week to build a comprehensive library of articles over time. Blog posts allow you to target important keywords, provide value for readers, and generate traffic through search and social media. Focus your blog content on topics that your potential customers care about, such as solar panel options, financing, tax credits, lifestyle changes, environmental benefits, etc.


In-depth guides are an excellent format for showcasing your solar expertise while also creating shareable resources. For example, you could create guides like “The Homeowner’s Guide to Going Solar” or “How to Choose the Right Solar Installer.” Packed with information, guides attract organic traffic and demonstrate thought leadership.

Case Studies

Case studies that highlight previous customer projects are hugely valuable content assets. They enable you to demonstrate real-world examples of your services while telling compelling stories. Make sure to highlight key details like the project scope, challenges faced, and the positive results/ROI delivered for the customer. Promote your case studies across channels.

By maintaining a steady stream of blogs, guides, and case studies, solar companies can continually inform and attract potential customers through content.

solar installer with his laptop sitting on top of solar panels (1)

Link Building for Solar Companies

Link building is crucial for ranking well in search engines and driving referral traffic. Here are some of the top strategies solar companies can use to build high-quality backlinks:

  • Guest posting on industry blogs – Identify reputable solar energy and renewable energy blogs that accept guest contributions. Offer to write comprehensive, useful articles with embedded links back to your site. Focus on providing value to readers over promotion.
  • Expert interviews – Contact solar industry experts and thought leaders and ask them to interview them for your blog or website. Then promote the interviews and link to them on social media. Experts are usually happy to link back.
  • Infographics – Create compelling infographics related to solar energy and renewable power. Post them on your site and outreach to other sites to embed them, which will include a link. Infographics tend to attract links.
  • Local partnership opportunities – Partner with local solar installers, environmental groups, and community organizations on initiatives. This can generate local media coverage and links from their sites back to yours.
  • Scholarships – Offer an annual solar energy scholarship for students. Get universities and media to help promote it and link back to the page.
  • Solar industry directories – Make sure your company is listed on solar/renewable energy directories and review sites, which can bring referral traffic and links.
  • Haro – Answer relevant questions on Help a Reporter Out (HARO) to get links and exposure from the resulting articles.
  • Broken link building – Check for broken links related to solar energy on high-authority sites. Offer to replace them with one of your pages if relevant.

The key is ensuring any links you pursue are from relevant, reputable sites. Prioritize quality over quantity.

Local SEO

Optimizing local search results is crucial for solar companies to get visibility and generate leads in their geographic area. Here are some key local SEO tips:

  • Update business listing info across directories – Make sure your Google My Business, Apple Maps, Bing Places, Yelp, and other profiles have complete, consistent NAP (name, address, phone number) and service details. This helps local search crawlers understand your business and service area.
  • Get citations on relevant directories and review sites – Citations help reinforce your NAP and location. Focus on industry-specific directories like SolarReviews.com, as well as large directories like Judy’s Book.
  • Optimize Google My Business profile – Fully complete your Google My Business listing with photos, videos, posts, and other enhancements. This helps your listing stand out in local pack and map results.
  • Encourage customer reviews – Reviews boost local SEO rankings and help build trust. Make it easy for happy customers to leave 5-star reviews on Google, Facebook, Yelp, and elsewhere.
  • Create location pages – Have a separate landing page for each service area that includes the city name and localized content. This targets searchers by location.
  • Target local keywords – Research terms people use when searching for solar services nearby. Optimize pages for phrases like “solar panels San Diego” or “solar company Phoenix AZ”.
  • Publish blog content about your region – Create informational content about going solar in your city or state. Mention the location throughout.
  • List your service regions – Make sure your website specifies every city, metro area, and region you serve.
  • Participate locally – Sponsor local events, get involved with chambers of commerce, and network to build local awareness.

Schema Markup

Structured data markup enables search engines to understand the content on web pages better. By adding schema markup to your website, you make it easier for Google to understand the data on your pages. This can lead to your website showing up more prominently in search results.

Some key benefits of using schema markup for solar companies include:

  • Rich search results – Using schema can enable your business to show up in rich search results like featured snippets, knowledge panels, and image packs. This allows you to stand out more in the SERPs.
  • Higher click-through rates – Pages with rich results tend to have higher click-through rates. By adding schema, you make it more likely people will visit your site after seeing your listing in the search results.
  • Better voice search optimization – Voice search usage is growing rapidly. Schema markup helps search engines interpret your content for voice results, increasing discoverability.
  • Improved SEO – Schema provides extra cues to search engines about your content. This can improve SEO by helping search bots better crawl, index and rank your pages.
  • Enhanced site structure – Implementing schema can help structure your site content better and highlight key information like products, services, events, and more.

Some common schema markup types that solar companies can benefit from include:

  • Organization
  • Local business
  • FAQ page
  • How-to guides
  • Events like webinars
  • Reviews
  • Products
  • Articles

Overall, adding schema markup is a great way to enhance SEO and make your solar company more visible and discoverable online. The structured data helps highlight key information to search engines.

Social Media

Social media can be a powerful driver of SEO for solar companies if used strategically. Here are some best practices:

  • Build your audience organically. Don’t use fake followers or spammy tactics. Grow your community authentically with great content.
  • Engage with your audience. Social media is a two-way conversation. Respond to comments, questions, and feedback. This helps build relationships.
  • Use relevant hashtags. Include targeted solar industry hashtags to expand your reach to interested audiences. But don’t overdo it.
  • Encourage shares. Craft social posts that naturally encourage likes, shares, and engagement. This increases visibility.
  • Post consistently. Stay active on social media. Maintain a regular posting schedule to stay top of mind.
  • Diversify content. Share articles, images, videos, live streams, Q&As, polls, etc. Provide variety to keep audiences interested.
  • Monitor conversations. Keep a pulse on solar conversations on social media. Join in and position your brand as an expert.
  • Link to website. Include links to your site from social posts when relevant. This helps social followers convert to site visitors.
  • Use images. Posts with images tend to perform better. Make images engaging and on-brand.
  • Watch the analytics. Track performance to see which types of content resonate best with your audiences.

With a strategic approach, social media can significantly boost SEO for solar companies by driving more qualified organic traffic to your website.


Reviews have become one of the most important ranking factors for local SEO. Positive reviews build trust and credibility, while negative reviews can seriously hurt conversions. Solar companies should make review generation a priority.

There are a few key strategies solar companies should focus on for reviews:

  • Request reviews from happy customers. Don’t be afraid to ask customers to leave an honest review after completing a project. Provide them links and instructions to leave reviews on Google, Facebook, and any other relevant sites.
  • Respond professionally to negative reviews. Don’t get defensive or argumentative. Thank the customer for the feedback, apologize for their poor experience, and offer to make it right. Other customers will appreciate this response.
  • Incentivize reviews. Consider offering a discount or gift as an incentive for leaving a review. Just make sure to follow guidelines so it doesn’t appear manipulative.
  • Display reviews on your website. Embed positive review snippets or testimonials on your site to build trust. Just be sure they accurately reflect a balanced sentiment.
  • Claim and optimize online profiles. Proactively claim or create profiles on sites like Google My Business, Facebook, and Yelp. Fill out all profile details and keep information up-to-date.
  • Analyze review trends. Pay attention to what customers commonly praise or complain about. Use this insight to improve weak areas of your business.

With the rise of review sites and social media, reviews significantly impact local search visibility. A thoughtful review generation strategy is critical for solar companies looking to build their reputation and get found online.


Analyzing analytics is crucial for solar companies to optimize their SEO and marketing efforts. By looking at site traffic sources, keyword performance, and user behavior, companies can gain insights to refine campaigns and increase conversions.

Google Analytics should be implemented on all sites to track key metrics. Review weekly reports for trends and insights. Important metrics to analyze include:

  • Traffic sources – Where visitors are coming from (organic search, social media, referral sites, etc). This shows which channels are working.
  • Keyword rankings – Which keywords and pages are ranking in search engines? Track rank improvements over time.
  • Conversions – Sign-ups, leads, sales, etc. See which channels and tactics drive conversions.
  • Top pages – Most visited pages. Optimize these priority pages.
  • Bounce rate – High bounce rates indicate content problems. Improve weak pages.
  • Location – Visitor geography can inform SEO and expansion plans.
  • Referrals – See which other sites drive traffic to identify partnership and link-building opportunities.
  • Site speed – Page load times impact SEO. Speed up slow pages.

Additionally, search engine tools like Google Search Console provide data on crawl errors, search queries, and links/mentions.

Consistently analyzing site analytics allows solar companies to identify successes and areas for improvement. Tweaking efforts based on data leads to better results over time. Appoint team members to track analytics and optimize efforts.

Common Mistakes

Solar companies can make several avoidable SEO mistakes that end up hurting their search visibility and website traffic. Being aware of these pitfalls can help solar companies optimize their SEO strategy and performance.

Overlooking On-page Optimization

Many solar companies focus heavily on link building and content creation but neglect optimizing on-page elements like title tags, meta descriptions, headings, and image alt text. Proper on-page SEO helps search engines understand your content and rank pages higher. Don’t overlook this critical aspect.

Ignoring Technical SEO

Technical issues like site speed, broken links, accessibility problems, and poor site architecture can negatively impact SEO. Conduct regular technical audits to catch and fix these problems early. Fast load times, a mobile-friendly site, and good technical foundations are must-haves.

Producing Thin Content

Simply pumping out hundreds of blog posts won’t cut it anymore. Focus on creating truly useful, in-depth content that addresses searchers’ questions and provides valuable information. Thin, low-quality content adds little value for readers or SEO.

Over-optimizing for Keywords

Avoid awkwardly stuffing pages with keywords or repeating them excessively. Natural language and readability are important. Use key phrases appropriately without letting SEO distract you from creating useful content.

Not Claiming All Citations

Having consistent business citations (NAP) across directories improves local SEO rankings. Solar companies should claim and verify listings on Yelp, Google My Business, BBB, and 50+ citation sites. Inconsistencies and duplicate listings can negatively impact local search visibility.

Failing to Diversify Backlinks

Too many low-quality links from spammy networks can hurt SEO. Focus on earning backlinks naturally from industry websites, local directories, press mentions, social media, etc. Build a diverse backlink profile from reputable sources.

solar installer avoiding common solar seo mistakes

Latest Trends

The world of SEO is constantly evolving as search engines like Google regularly roll out algorithm updates. As a solar company, it’s crucial to stay on top of the latest trends and best practices to remain visible. Here are some key trends to keep tabs on:

  • Google’s focus on E-A-T (Expertise, Authoritativeness, Trustworthiness) – In recent years, Google has aimed to better understand site expertise and authoritativeness to provide more trustworthy results. Creating robust solar company profiles, thought leadership content and sigals like press mentions can help.
  • Page experience updates – With its “core web vitals” initiative, Google is placing more emphasis on page speed and user experience. Optimizing site performance and testing on mobile is key for solar sites.
  • Voice search optimization – With the rise in voice assistants like Alexa, Siri, and Google Assistant, voice search queries are increasing. To tap into this, optimize for natural language and conversational long-tail keywords.
  • Local SEO – Local search visibility is critical for solar companies targeting customers in specific regions. Ensure Google My Business and other local listings are fully optimized.
  • Mobile-first indexing – With mobile outpacing desktop, Google is shifting to mobile-first indexing. Ensuring a positive mobile UX through responsive design, ACCELERATED mobile pages (AMP), and structured data for FAQs can help.
  • Video SEO – Video content can help solar sites engage customers. Optimize video titles, descriptions, and transcripts for keywords and help them rank on YouTube.

Monitoring these kinds of SEO trends can help solar installers stay ahead of changes and drive more quality traffic. An experienced SEO agency can provide guidance on leveraging best practices.

Common Solar SEO FAQs

What is SEO and why is it important for solar companies?

Search Engine Optimization (SEO) refers to the systematic process of enhancing a website’s visibility in search engine results pages (SERPs) for specific queries. For solar companies, SEO is instrumental in targeting potential customers who are actively searching for solar energy solutions. By optimizing your website for relevant keywords and phrases, such as “solar panel installation” or “residential solar systems,” you increase the likelihood of ranking higher in search results, thereby driving more organic traffic and, subsequently, business.

What are the essential elements of SEO for solar companies?

The fundamental elements for a successful SEO strategy for solar companies include keyword research, on-page optimization, off-page optimization, and technical SEO. Keyword research involves identifying terms that potential customers may use when searching for solar-related services or products. On-page optimization encompasses optimizing content, meta titles, and descriptions for targeted keywords. Off-page optimization focuses on building a network of high-quality backlinks. Lastly, technical SEO addresses website issues that could impact search engine indexing, such as website speed, mobile-friendliness, and sitemaps.

How does local SEO differ from general SEO in the context of a solar business?

Local SEO focuses specifically on improving your website’s visibility in local search results. This is particularly important for solar companies that operate within a specific geographic area. Tactics often include optimizing your Google My Business listing, collecting local reviews, and local keyword targeting. General SEO, on the other hand, involves a broader approach and may target audiences on a national or global scale.

What role do backlinks play in SEO for solar companies?

Backlinks, or inbound links from other websites, are a critical component of off-page SEO. They serve as endorsements for your website and can significantly influence your site’s authority and ranking in search engines. For solar companies, acquiring backlinks from authoritative industry websites, local business directories, and news outlets can help improve your site’s credibility and, in turn, its search engine rankings.

How long does it take to see results from an SEO campaign for a solar company?

SEO is an ongoing process, and results may take time to manifest, generally ranging from a few months to a year. The timeframe largely depends on various factors including the competitiveness of the industry, the current state of your website, and the scale and quality of your SEO efforts.

Are there any Solar SEO metrics that are particularly important?

Key performance indicators (KPIs) for solar companies may include organic search traffic, keyword rankings, click-through rates (CTR), and conversion rates. Monitoring these metrics can provide valuable insights into the effectiveness of your SEO strategy, and inform future optimizations.

What is the role of content marketing in SEO for solar companies?

Content marketing and SEO are closely intertwined. Creating high-quality, informative, and relevant content not only provides value to your audience but also enhances your website’s SEO. By incorporating targeted keywords naturally within the content and adhering to best practices for on-page optimization, you can significantly improve your website’s search engine rankings.

Can social media impact SEO for solar companies?

While social media metrics such as likes, shares, and follows are not direct ranking factors, an active social media presence can indirectly benefit your SEO efforts. Sharing quality content on social platforms can drive traffic, increase engagement, and potentially result in more backlinks, thereby contributing to improved SEO performance.

Do solar companies need to hire SEO experts or can they manage it in-house?

The decision between hiring an SEO agency and managing SEO in-house depends on various factors such as expertise, resources, and business objectives. An SEO agency can provide specialized expertise and typically offers a full suite of services, but this comes at a cost. On the other hand, managing SEO in-house may require a steep learning curve and a significant time investment.

Are there any risks involved?

Like any marketing strategy, SEO comes with its own set of risks, including the potential for Google penalties due to unethical “black-hat” tactics such as keyword stuffing, cloaking, and link schemes. It’s crucial for solar companies to adhere to SEO best practices and guidelines as outlined by search engines to mitigate such risks.

happy solar installer enjoying the rewards of search engine optimization

Final Thoughts

Solar energy has enormous potential to transform our energy systems and mitigate climate change. However, solar companies face challenges in reaching customers and standing out in a competitive landscape.

SEO can be a powerful strategy for solar companies to improve their visibility and attract more leads. This guide covered key areas like keyword research, on-page optimization, content creation, link building, local SEO, schema markup, social media, reviews, analytics, and avoiding common mistakes.

By leveraging these best practices, solar companies can drive more organic traffic, increase conversions, and accelerate growth. The SEO landscape is constantly evolving, so staying up-to-date on the latest trends is crucial. The time and resources invested in SEO will pay dividends as more customers discover your brand online.

In summary, a comprehensive SEO strategy tailored to the solar industry can significantly impact lead generation and sales. SEO allows solar companies to get their message in front of motivated customers when they are searching for related products and services online. In the renewable energy sector, SEO is an investment that can truly power business growth.


Scroll to Top

Let's Talk!

Get your free consultation
Adam Walters, digital marketing, seo expert, and website designer

Adam | Founder

We look forward to show you how we can improve your business