The Strategy

The goal of this SEO campaign was simple – increase leads in the summer time for HVAC services.  Between the service (air conditioning repair & replacement) and the value of the lead, this was a high-priority campaign.

The first part of the campaign was to perform a techincal and content audit of the existing website, local SEO assets (Google Business listing, other local citations ie: Yelp, Yellow Pages, etc.), and existing backlinks.  Once the audit was complete, it was time to get to work.

The campaign started at the tail-end of the busy season to prepare for next spring.  First, links were built followed by updating and optimizing 3rd party local listings.  This ensured accuracy across the web for the company’s name, address, and information.

Once this was done, new content was developed and existing content was better optimized.  In addition, assets were added to city specific pages to enhance their value.

Work Performed:

• In-depth technical and content audits
• Content strategy – service specific and top of funnel long tail keywords
• Link building
• Internal linking strategy
• Local SEO 
• Conversion rate optimization

Results

There was not an immediate increase in leads due to seasonality, but keyword rankings improved substantially across the board, which put organic traffic in a position to really capitalize on demand.

Keyword rankings for target terms increased to within the top 3 results for things such as “air conditioning repair in *city*” along with a spot in the top of the maps ranking.

Once the busy season came, organic channels saw a massive YoY performance change:

• April: 87% YoY
• May: 102% YoY
• June: 214% YoY
• July: 428% YoY
• August: 488% YoY

The overall result lead to a total of 295% YoY increase in leads with revenue growth of 312%, with one month seeing a 733% YoY increase in growth.