Mini Case: Growing Organic Traffic for a Heating and Cooling Repair and Installation Company

The effective use of digital marketing tools is becoming an important success factor for businesses in today’s context. 

In this mini case study, we will share our successful experience of working with a company that specializes in the repair and installation of cooling and heating systems. You will learn about the key elements that we used to achieve a significant increase in organic traffic.

In six months, organic traffic growth was 92.2%. 

• traffic in January 2023 — 1,670 users;
• traffic in July 2023 — 3,210 users.

In six months, we managed to bring 61 keywords to the TOP-1 — TOP-30.

• TOP-1 — 3 keywords;
• TOP-3 — 14 keywords;
• TOP-5 — 2 keywords;
• TOP-10 — 12 keywords;
• TOP-30 — 30 keywords.

Project description

The project described in this mini case provides services for the repair, installation, and maintenance of cooling and heating systems. We have a local binding, that is, several locations where the client wants to promote and provide services.

The tasks were SEO optimization and website development.

The goal was to get targeted conversions from organic traffic.

What did we do to increase organic traffic?

SEO promotion is always a set of works. Content, link, and technical error management are essential elements.

We were able to achieve a significant growth of organic traffic due to a number of activities:

• optimization of the homepage;
• optimization of service pages;
• technical recommendations;
• creating new content;
• promotion by different link types.

Combined, all the tasks yielded positive results. Below, we have quantified the results of the pages that have grown significantly and generated the majority of conversions. We want to show you the essential tasks that played the biggest role in the growth. We also add tables with visual results in comparison for 3 months.

TOP-10 is only the start

We have a blog article about thermostat problems and tips on how to solve them. The article was written back in 2021, following all SEO recommendations — keywords, metadata, structure, and linking.

The article is already in the TOP 10. We placed a link on a trusted platform before summer. That is, our tactic was to “pull” the keys from 5–7 to 2–4 positions.

The table shows the results of the blog page growth comparison for 3 months.

Clicks last 3 months	Clicks previous 3 months	Impressions last 3 months	Impressions previous 3 months	Position last 3 months	Position previous 3 months
7,251	3,068	182,827	123,840	16.97	19.59
Clicks difference	+4,183	Impressions difference	+58,987	Position difference	+2.62
%	+136	%	+48	%	+13

The table shows the growth dynamics of positions by keywords.

Top queries	Position last 3 months	Position previous 3 months	Position difference	%
thermostat is blank and ac not working	4.22	4.67	0.45	+9.6
thermostat wont turn on	5.19	7.13	1.94	+27.2
thermostat display not working	3.76	4.58	0.82	+17.9
thermostat went blank	3.55	5.08	1.53	+30.1
thermostat blank screen	3.46	4.86	1.4	+28.8
ac thermostat blank	2.92	5.09	2.17	+42.6
thermostat blank	3.6	4.34	0.74	+17.1
my thermostat is blank	3.23	4.99	1.76	+35.3
thermostat is blank	3.19	4.35	1.16	+26.7
thermostat blank screen no batteries	4.81	5.06	0.25	+4.9

Catching the first clicks

We have a blog article guide on installing a heating, ventilation, and cooling system in a mobile home. The client agreed that the article was interesting for users. 

This copy was written at the end of 2022 and received its first clicks in early 2023. Since the client and our team identified this article as the one with potential, we used the tactic “Development of potential pages with sponsored links + crowd links.”

The table shows the results of the blog page-guide growth in comparison for 3 months.

Clicks last 3 months	Clicks previous 3 months	Impressions last 3 months	Impressions previous 3 months	Position last 3 months	Position previous 3 months
203	62	28,830	10,173	25.25	31.16
Clicks difference	+141	Impressions difference	+18,657	Position difference	+5.91
%	+227	%	+183	%	+19

The table shows the growth dynamics of positions by keywords.

Top queries	Position last 3 months	Position previous 3 months	Position difference	%
mobile home air conditioner installation	8.61	10.95	2.34	+21.4
how to install a heat pump in a mobile home	7.37	8.67	1.3	+15.0
mobile home hvac	22.92	25.87	2.95	+11.4
mobile home ductwork replacement	29.43	25.37	-4.06	-16.0
mobile home ductwork	31.31	29.92	-1.39	-4.6
mobile home ac unit installation	9.2	10.33	1.13	+10.9
installing package unit in mobile home	6.7	7.47	0.77	+10.3
mobile home ac installation	8.26	11.5	3.24	+28.2

Developing a brand

The homepage is the most converting for this project. Thus, we optimized the homepage at the very beginning of our work. Back in 2021, we had 0 domain rating (DR). We have been pumping DR and brand directories (registration in trust catalogs) for a long time. Eventually, we received DR 17 and targeted traffic through the brand.

We have been using brand development tactics called “sponsored links + brand crowdsourcing” for the last 3 months.

The table shows the results of the homepage growth in comparison for 3 months.

Clicks last 3 months	Clicks previous 3 months	Impressions last 3 months	Impressions previous 3 months	Position last 3 months	Position previous 3 months
136	101	13,538	18,212	42.2	42.91
Clicks difference	+35	Impressions difference	-4,674	Position difference	+0.71
%	+35	%	-26	%	+2

The above tactics are suitable not only for SEO promotion of local businesses but for projects of all types and sizes. However, it is important to have the right priorities and be able to integrate each tactic into the project specifics.

Project growth points for the future

We have already started preparing for the winter season and will use similar SEO strategies with a methodical and precise approach. Our focus will be on creating new content and using tactics to promote services for this period. We also started promoting the commerce service, as the analysis also revealed the potential of this page and its importance for business.

Conclusion

This mini case study shows that even a project with a limited budget (which is exactly the situation here) can achieve traffic results if you use the right SEO tactics.

In six months, we managed to increase traffic by 92.2% (from 1,670 to 3,210 users per month) and increase lead generation for the business. But, it will be much harder to achieve if not for the proper communication with the client. At Livepage, we constantly hold meetings where we communicate with our clients, report on the results, and approve plans. If you want to make your business more visible and attractive in the digital world and get targeted traffic from search engines, we are happy to help you. Contact us for a consultation and set your business on the path to success.