The solar industry is booming but so is competition. If your solar company isn’t showing up on Google when potential customers search for “solar panel installation near me” or “best solar company in Los Angeles,” you’re losing leads to your competitors. That’s where SEO (Search Engine Optimization) comes in.
In this guide, we’ll break down how SEO for solar companies works, why it matters, and the exact strategies you can use to rank higher, attract more qualified leads, and build long-term growth for your business.
What is SEO?
SEO, or Search Engine Optimization, is the process of making your website show up higher in search engines like Google when people search for terms related to your business. For solar companies, this means appearing when someone types in “solar panel installation near me” or “best solar company in Los Angeles.”
Instead of paying for ads, SEO focuses on earning visibility naturally by improving your website, writing helpful content, and building trust online. The higher your website ranks, the more likely potential customers will click on it instead of your competitors. Think of SEO like putting up a big, clear sign on a busy street except the “street” is the internet, and the people walking by are people looking for solar solutions.
Difference Between SEO and Google Ads
Many solar business owners confuse SEO with Google Ads, but they work differently. Google Ads are a form of paid advertising you pay each time someone clicks your ad. This can give you quick results, but it also stops the moment you stop paying.
SEO, on the other hand, is about building your website so it ranks naturally without ongoing ad spend. It usually takes longer to see results, but the benefits last much longer and are more cost-effective in the long run. For example, if you optimize your site for “residential solar installation in Phoenix,” you can rank for that term for months or even years, bringing in steady leads without paying for every click. Most successful solar companies use a mix of both: Google Ads for immediate traffic and SEO for long-term growth. If you want to know more about Google Ads check out our blog post on Google Ads For Solar Companies!
Local SEO
Local SEO is one of the most important parts of digital marketing for solar companies because customers usually search for providers in their area. When someone searches for “solar panels near me” or “solar installation in Los Angeles,” Google shows them results that are closest and most relevant to their location.
Optimizing for local SEO means making sure your business appears in those results. This includes adding your service areas on your website, creating location-specific pages, and keeping your contact details consistent across the web. For solar companies, ranking locally is key because you don’t need to reach the whole country you just need to be visible to homeowners and businesses in the cities and neighborhoods you serve.
Google Business Profile (previously called Google My Business)
A Google Business Profile (GBP) is a free listing that shows up when people search for your company name or services in your area. It includes your business name, phone number, address, website, hours, photos, reviews, and even customer questions. For solar companies, having an updated and complete Google Business Profile is critical.
It helps you show up in the “local pack,” which is the map section with three highlighted businesses at the top of local search results. If someone in your city searches for “solar installation near me,” and your profile is well-optimized, your company has a strong chance of being one of those top three businesses displayed. A fully filled-out GBP builds trust and makes it easy for people to call you, visit your website, or request a quote.
Why SEO is Important for Solar Companies
SEO is important for solar companies because the buying journey for solar is usually long and involves a lot of research. Homeowners and businesses don’t just buy solar panels on impulse they compare companies, read reviews, check government incentives, and look for trusted providers in their area.
If your website doesn’t show up during this research process, you’re missing out on customers who are actively looking for solar solutions. Since solar installation is a big investment, ranking high on Google also builds credibility. People tend to trust the companies they see at the top of search results more than those buried on page three. In short, SEO helps your solar company stay visible, attract more qualified leads, and build trust in a highly competitive industry.
Competitive Offer
Because the solar industry is growing fast, competition is fierce. Many companies are targeting the same neighborhoods and customers, which makes standing out more challenging. This is where SEO becomes a competitive advantage. If your solar business ranks higher than competitors in search results, you’re the first company potential customers will see and usually the first one they’ll contact.
Imagine two companies in the same city: one has a slow website with no reviews, and the other has an optimized site, strong Google presence, and detailed content answering common customer questions. The second company will win more leads simply by being more visible and trustworthy online. Offering competitive prices and services is important, but without visibility, customers may never find you. SEO ensures your company gets that attention before your competitors do.
Got questions about SEO for solar companies?
On-Page SEO for Solar Companies
On-page SEO refers to all the improvements you make directly on your website so that search engines and customers can better understand what your solar company offers. Think of it like organizing a store: if everything is neatly labeled, easy to find, and well explained, customers are more likely to stay and buy. For solar companies, on-page SEO helps ensure that people searching for services like “solar panel installation in Los Angeles” can easily find your website and trust it enough to reach out for a quote.
URL Slugs
A URL slug is the part of your website link that comes after the domain name. Clean, descriptive slugs help both Google and people know what the page is about.
For example, instead of having a messy link like www.solarcompany.com/page123?id=45, you should have something simple and keyword-rich like www.solarcompany.com/solar-installation-los-angeles. This tells search engines and visitors exactly what to expect on the page. For solar companies, using location and service-based keywords in slugs helps your site show up for local searches.
Title Tags
Title tags are the clickable headlines that appear in Google search results. They are one of the most important ranking factors. A strong title tag should include your main keyword and location, while also being catchy enough to make people want to click. For example: “Sunrun | The #1 Home Storage and Solar Power Company”.
This tells search engines that the page is about solar panel installation in Los Angeles, and it tells users that you serve both homeowners and businesses. Keep it under 60 characters so it shows up properly in search results.
Meta Descriptions
A meta description is the short snippet that appears under your title tag in search results. While it doesn’t directly affect rankings, it does affect whether someone clicks on your result. For a solar company, you should use this space to describe your services, location, and a clear call-to-action.
Example:“Sunrun is the leading home solar panel and battery storage company. Go solar for little to $0 down, lock in low energy rates. Get a quote today.”This kind of description uses the keyword, mentions the location, and tells people what benefit they get by choosing you.
Alt Tags
Alt tags (or alt text) are descriptions you add to images on your website. They help search engines “see” what an image is about, and they also make your site more accessible for people using screen readers.
For solar companies, this is an opportunity to add descriptive keywords naturally. For example, instead of just saying “solar panels,” write: “Residential rooftop solar panels installed in Los Angeles home.” This not only improves SEO but also makes your website more useful to users.
Internal Links
Internal links are links within your own website that connect one page to another. They help guide visitors through your site and show search engines how your content is organized. For example, if you have a blog article about “How Solar Tax Credits Work in California”, you should link to your service page for “Solar Panel Installation in Los Angeles”. This way, readers can easily move from learning about incentives to requesting a quote, and Google can see that your service pages are important.
External Links
External links are links from your website to other trusted sites. For example, if you are writing about federal tax credits for solar, you can link to the official U.S. Department of Energy website.
This shows Google that your content is credible and well-researched. For solar companies, linking to reliable sources like state energy programs, government sites, or solar associations can boost your authority. Just make sure you are linking to trustworthy websites and not to direct competitors.
Compress Large Image Files
Solar company websites often use high-quality images of installations, panels, and projects. While these images look great, they can slow down your website if they are too large.
A slow website frustrates visitors and lowers your Google rankings. Compressing images reduces file size without losing quality, helping your site load faster. For example, before uploading a picture of a solar panel installation in Los Angeles, you can compress it using free tools like TinyPNG or built-in WordPress plugins. A fast site improves both SEO and user experience.
Improve Readability Level
Your website content should be easy to read and understand. Most people searching for solar services are not experts they just want to know the benefits, costs, and process in simple terms.
Aim for short sentences, clear headings, and a conversational tone. For example, instead of writing “photovoltaic energy solutions designed to optimize consumption,” write “solar panels that help lower your electricity bills.” Making your content readable ensures that visitors stay longer on your site, which helps with SEO.
Optimize Your Website
Optimizing your website means making sure all the small details work together to create a smooth experience. This includes mobile-friendliness, fast loading times, clear navigation, and calls-to-action.
For solar companies, this could mean having a simple button that says “Get a Free Solar Quote” at the top of your page, easy-to-find service areas (like “Solar Installation in Los Angeles, Pasadena, and Long Beach”), and contact forms that are quick to fill out. A well-optimized site not only helps your SEO rankings but also makes it easier for customers to reach you.
Does SEO for Solar Companies sound like a great idea?
Understanding Keywords
Keywords are the words and phrases that people type into Google when they are searching for something. For solar companies, this could be things like “solar panel installation Los Angeles,” “best solar company near me,” or “cost of solar panels in California.” Choosing the right keywords is one of the most important steps in SEO because it connects your business with the exact customers who are looking for your services. If you target the wrong keywords, you might get traffic to your website, but those visitors won’t be interested in what you actually offer. But if you use the right keywords, you’ll attract homeowners and businesses who are ready to go solar.
Monthly Search Volume
Monthly search volume shows you how many times people search for a certain keyword each month. For example, if “solar installation Los Angeles” has a monthly search volume of 1,500, that means about 1,500 people type that phrase into Google every month. This helps you figure out which keywords are most popular.
However, keep in mind that higher search volume usually means more competition. For solar companies, it’s important to balance search volume with the chances of ranking high for that keyword.
Keyword Difficulty
Keyword difficulty tells you how hard it is to rank for a keyword. A keyword like “solar panels” might have thousands of searches each month, but it’s also extremely competitive because big companies and national brands are targeting it.
On the other hand, a keyword like “residential solar installation Los Angeles” may have fewer searches, but it’s easier to rank for and more specific to your services. Solar companies should focus on keywords that have a good mix of reasonable search volume and low to medium difficulty.
Use Relevant Keywords to Your Business
It’s not enough to choose keywords just because they are popular. You have to make sure they are relevant to what your company offers. For example, if you’re a solar company in Los Angeles, targeting a keyword like “wind turbines” wouldn’t make sense, because that’s not your service. Instead, you should use relevant keywords such as “solar installation Los Angeles,” “Los Angeles solar panel financing,” or “commercial solar solutions in California.” This ensures the people who visit your site are the same people who might actually hire you.
Choosing the Right Target Keywords for Solar Companies
When choosing the best target keywords, think about your ideal customer. Are they homeowners looking to save on electricity bills, or are they businesses searching for large-scale solar installations?
For example, if you mostly work with homeowners in Los Angeles, then a strong keyword could be “residential solar panels Los Angeles.” If your main focus is on businesses, then something like “commercial solar installation Los Angeles” would be better. Choosing the right keywords means picking the ones that match your audience’s needs and your company’s services.
Long-Tail Keywords
Long-tail keywords are longer, more specific phrases people search for. These usually have lower search volume, but they bring in higher-quality leads because they show strong intent.
For example, instead of just “solar panels,” a long-tail keyword would be “cost of residential solar installation in Los Angeles.” People typing this are much closer to becoming actual customers because they’re looking for detailed information before making a decision. Solar companies should include long-tail keywords in their blog posts, FAQs, and service pages to capture these ready-to-convert customers.
Short-Tail Keywords
Short-tail keywords are short, broad phrases like “solar panels” or “solar energy.” These have very high search volume but are much harder to rank for because large national companies target them.
While they’re useful for general visibility, they don’t always lead to conversions. For example, someone searching for “solar panels” could be a student doing research rather than a homeowner looking to buy. Solar companies in Los Angeles should use short-tail keywords carefully, but focus more on long-tail and location-based keywords for better results.
Keyword Research Tools
To find the right keywords, solar companies can use several free and paid tools.
Google’s Autocomplete (Predictions):
When you start typing “solar panels Los Angeles” in Google, it shows suggestions like “solar panels Los Angeles cost” or “solar panels Los Angeles rebates.” These are real searches people make and can give you great keyword ideas.
Google’s Related Searches:
At the bottom of search results, you’ll see related searches like “best solar companies Los Angeles” or “solar incentives in Los Angeles.” These can help you expand your keyword list.
Google Keyword Planner:
This free tool shows you the monthly search volume and competition for keywords. You can type in “solar installation Los Angeles” and see how many people are searching for it each month.
Ahrefs Free Keyword Generator:
Ahrefs has a free tool where you can type in a keyword like “solar panels” and it will show you hundreds of related keywords, their search volume, and difficulty scores. This is useful for finding long-tail keywords that competitors might be ignoring.
Track Keyword Ranking with Serprobot
After choosing your keywords, it’s important to track how your website ranks for them over time. Serprobot is a free keyword tracking tool that shows you where your site appears in Google results for specific keywords. For example, if you want to track “solar installation Los Angeles,” you can enter it into Serprobot and see if your site is ranking on page one, page two, or not at all. This helps you measure progress and know which keywords need more work.
Need Help With Your Keywords?
Understanding Search Intent
Search intent is the reason behind a person’s search. Why are they typing that phrase into Google? Understanding search intent is important because it helps you create the right type of content. For solar companies in Los Angeles, different types of intent can lead to different marketing strategies.
Informational Intent
People with informational intent are looking for knowledge, not to buy right away. For example, a search like “how do solar panels work” shows that someone is curious about solar energy.
A Los Angeles homeowner might search this when first learning about solar. For this type of search, you can create blog posts, guides, or explainer videos. While they may not convert immediately, you’re building trust by educating them, and later they may come back to request an installation.
Navigational Intent
Navigational intent means someone is searching for a specific company or website. For example, a customer might search “Tesla solar panels Los Angeles” because they already know about Tesla and want to find their site.
If people search your brand name, like “[Your Company] solar Los Angeles,” that’s navigational intent too. To capture this, make sure your brand name appears in your title tags, meta descriptions, and Google Business Profile so customers can easily find you.
Commercial Intent
Commercial intent means someone is comparing options before making a purchase. For example, a Los Angeles resident might search “best solar companies in Los Angeles” or “residential vs commercial solar panels.”
These searches show the person is seriously considering solar but hasn’t decided which provider to choose yet. To capture this audience, you should create content like comparison blogs, case studies, and pages highlighting why your company is different from competitors.
Transactional Intent
Transactional intent means the person is ready to take action. For example, a search like “get a solar installation quote Los Angeles” or “solar company near me” shows that the customer is ready to contact a provider and buy.
For this type of intent, your website should make it easy for them to request a quote, schedule a consultation, or call you. Adding buttons like “Get a Free Quote Today” or “Schedule Your Solar Consultation” at the top of your page can turn these visitors into paying customers quickly.
Off-Page SEO
Backlinks
Backlinks are one of the most important parts of SEO because they show Google that other websites trust your business. Think of a backlink like a vote of confidence. If a well-known website about renewable energy or home improvement links to your solar company, it tells search engines that your business is reliable and worth recommending.
For example, if your Los Angeles solar company is featured in a local news article about “green energy solutions,” that backlink could help boost your rankings. The goal is not just to get many backlinks, but to get quality backlinks from trusted websites. The more high-quality sites link to you, the more authority your website gains in Google’s eyes.
Guest Posting
Guest posting is when you write an article for another website in your industry and include a link back to your site. For solar companies, this could mean writing a blog for a green energy website about “The Future of Solar in Los Angeles.” Not only does this give you a backlink, but it also puts your company in front of a new audience.
Guest posting builds trust, increases your visibility, and positions you as an expert in the solar field. The key is to write posts that are helpful, educational, and not overly promotional.
Content Marketing
Content marketing is all about creating useful, shareable information that brings people to your site. For solar companies, this could be blog posts about “How Much Do Solar Panels Save in Los Angeles?” or videos explaining how solar energy works. Good content gets shared on social media, linked to by other sites, and even referenced by AI search engines. The more helpful content you publish, the more likely you’ll attract people who are ready to learn about and invest in solar energy.
Social Media Marketing
Social media platforms like Facebook, Instagram, and LinkedIn can play a huge role in SEO. While social signals don’t directly affect rankings, social media helps get your content in front of more people, which can lead to more backlinks and website traffic. A Los Angeles solar company could share customer success stories, behind-the-scenes installation videos, or energy-saving tips. This not only builds your brand but also makes people more likely to trust and search for your company when they’re ready to go solar.
Local Listings
Local listings are places like Google Business Profile, Yelp, and local directories where your business information is displayed. Having your solar company correctly listed with your name, address, and phone number (NAP) across the web is critical for ranking in local searches. For instance, when someone types “solar company in Los Angeles” into Google, businesses with accurate and consistent listings are more likely to appear in the map results. Make sure to claim and optimize all your local listings with updated information, photos, and customer reviews.
Online Forums
Being active in online forums and discussion groups can help your solar company gain credibility and attract potential customers. Platforms like Reddit, Quora, or even local community Facebook groups allow you to answer questions like, “What are the best solar panel companies in Los Angeles?” By providing helpful answers and linking back to your site when appropriate, you establish your company as an expert. This builds both trust and visibility.
AI SEO (LLM SEO, GEO, GSEO, ChatGPT SEO)
AI SEO is a newer part of search optimization that focuses on how content is picked up and presented by AI-powered platforms like ChatGPT, Google Gemini, and Perplexity. These platforms don’t just show website results; they give direct answers. For solar companies, this means your content has to be written in a way that AI can easily understand and use.
Optimizing for ChatGPT, Gemini, and Perplexity
To optimize for AI search, your content needs to be clear, factual, and unique. For example, if you write an article about “Average Cost of Solar Panels in Los Angeles,” include real numbers, comparisons, and examples. ChatGPT might summarize that data in its answers, and if your site is the source, people may click through. Gemini, which is Google’s AI tool, often pulls from trusted sites with lots of fresh content. Perplexity tends to provide citations, so if your article offers unique information, you could be directly referenced.
Similarities and Differences
All AI tools aim to give quick, reliable answers, but they prioritize slightly different things. ChatGPT focuses on natural, easy-to-read explanations, Gemini leans more toward authoritative and timely content, and Perplexity highlights sources and citations. These differences change often as each platform updates its algorithms.
Content Uniqueness
Content that repeats what’s already everywhere on the web usually doesn’t perform well in AI SEO. If your solar company blog is filled with generic information, it won’t stand out. But if you include new data, like case studies from Los Angeles installations, customer testimonials, or local energy savings numbers, you’re providing AI with fresh material it doesn’t already have. That makes your content more likely to be featured.
Using YouTube and PR Articles
AI also pulls from YouTube videos and PR articles. A solar company in Los Angeles could upload explainer videos about how solar panels reduce energy costs or publish press releases about a new local project. This type of content gets noticed by AI tools, which then summarize it and bring more exposure to your business.
Technical SEO
Website Security (HTTPS)
Having a secure website is no longer optional. If your solar company website doesn’t use HTTPS, visitors will see a warning that says the site may not be safe. This makes people leave quickly, and Google ranks you lower. A Los Angeles homeowner researching “solar panel installers near me” is more likely to trust a site that looks secure. Adding an SSL certificate shows your customers and search engines that your site is safe.
Page Speed
Nobody likes waiting for a slow website to load. If your solar website takes more than a few seconds to appear, potential customers may click away to a competitor. Google also considers speed a ranking factor. Optimizing your website by compressing images, reducing unnecessary code, and using fast hosting can make a big difference. Imagine someone in Los Angeles searching for “solar financing options” on their phone if your page loads instantly, they’ll stay and read.
Mobile-Friendly Website
Most people search on their phones, so your solar website must be mobile-friendly. That means text should be easy to read, buttons should be clickable, and the layout should adjust to any screen size. A solar company in Los Angeles with a mobile-optimized website will capture more leads from people searching on the go.
Keyword Cannibalization
Keyword cannibalization happens when multiple pages on your site compete for the same keyword. For example, if you have two blog posts both targeting “Best Solar Panels in Los Angeles,” Google may not know which one to rank. Instead, it may rank neither. Avoid this by combining similar content or making sure each page targets a unique keyword.
Fix Duplicate Content
Duplicate content confuses search engines and lowers rankings. If your solar company website uses the same text across multiple service pages, Google may not know which one to prioritize. Each page should have original, unique content especially for local areas like Los Angeles.
Fix Broken Links
Broken links hurt both your SEO and user experience. If someone clicks on a link about “solar incentives in Los Angeles” and lands on a 404 error, they may lose trust in your company. Regularly check your site for broken links and update or remove them. You can use ahrefs free broken link checker to see if your website has any broken links.
Improve User Experience (UX)
User experience is about making your website easy to use and enjoyable to navigate. For a solar company, that means clear menus, simple contact forms, and pages that answer customer questions quickly. If a Los Angeles homeowner lands on your site and finds it easy to get information about solar tax credits, they’re more likely to contact you.
Analytics and Monitoring
Tracking your website’s performance helps you see what’s working and what isn’t. Tools like Google Analytics show where your visitors come from, what pages they visit, and how long they stay. If you notice that people in Los Angeles often visit your “Solar Panel Cost” page but leave quickly, you may need to make that page more engaging or detailed.
Common SEO Mistakes to Avoid
Keyword Stuffing and Over-Optimization
Keyword stuffing happens when you use the same keyword too many times, making your content sound unnatural. For example, if a solar company in Los Angeles keeps repeating “best solar panels Los Angeles” in every sentence, Google may penalize the site. Instead, use keywords naturally and focus on providing value.
Neglecting Mobile Optimization
Many businesses still forget to optimize for mobile, even though most searches happen on phones. If your solar website looks messy or loads slowly on mobile, potential customers in Los Angeles will leave and go to a competitor. Always test your site on different devices.
Ignoring User Experience
Some websites are so focused on keywords that they forget about visitors. A confusing layout, too many pop-ups, or hard-to-read text can drive people away. For solar companies, your website should make it easy for people to learn about solar benefits, costs, and how to contact you. A good user experience keeps visitors on your site longer and increases the chances they’ll become customers.
Conclusion
SEO for solar companies isn’t just about ranking higher on Google it’s about making your business easier to find, understand, and trust. From creating high-quality content to building strong backlinks and optimizing for AI tools like ChatGPT and Gemini, every part of SEO helps you reach more customers.
For a solar company in Los Angeles, this means showing up when homeowners search for “solar installation near me,” providing helpful answers to their questions, and making it simple for them to choose your services. By avoiding common mistakes, staying up to date with SEO changes, and focusing on the customer experience, your company can grow steadily and stand out in a competitive market. If you need help with your seo contact us!
