Key Metrics Display
- Domain Authority Increase: +45%
- Referring Domains: +120% growth
- Local Pack Rankings: +30% improvement
- Lead Conversion: +20% increase in inquiries
Client & Industry Overview
The Client
The client is a regional HVAC provider in Texas, specializing in residential and commercial heating, ventilation, and air conditioning services. They offer installation, repair, and maintenance services, and cater to a diverse clientele, from homeowners to large businesses. With over 15 years of experience, the client prides itself on quality and reliability.
Industry Insights
The HVAC industry in Texas is competitive, with a high demand for services due to extreme weather conditions. Local SEO plays a crucial role in this market as potential customers frequently search for HVAC services near their location. Competitors often have well-established online presences, making off-page SEO a vital tactic for standing out. Local SEO optimization, reputation management, and high-quality backlinks are key to driving leads in this sector.
The Challenge
Starting Point
Before the off-page SEO campaign, the client’s domain authority (DA) was 32, and they had only 50 referring domains. The traffic to their website was stagnant, with minimal growth in organic visibility. They faced challenges in local SEO as they did not appear in the local pack for high-traffic keywords, and their Google Business Profile was not optimized. Their backlink profile was weak, containing several low-quality, spammy links. Review count and ratings were also subpar.
Business Goals & KPIs
- DA/DR: Increase Domain Authority to 40+
- Referring Domains: Add 100+ high-quality referring domains
- Local Pack Ranking: Secure a spot in the local pack for HVAC-related searches
- Lead Generation: Increase lead submissions by 25%
- Review Management: Improve Google reviews from 3.5 to 4.5 stars
Business Outcomes
- Organic Traffic Growth: 35% increase in monthly visits
- Lead Generation: 20% more inquiries from local customers
- Review Count: 50+ new reviews generated
- Domain Authority: Increased to 46
Strategy & Work Plan
Audit & Analysis
Our audit revealed a backlink profile riddled with low-quality links from irrelevant sources. The client had no local citations, and their Google Business Profile was incomplete. The competitive analysis showed their competitors were ranking in the local pack for HVAC-related queries, with a strong presence in local directories and review sites. We identified gaps in their link-building strategy and the need for more authoritative backlinks.
Developed Strategy
We developed a strategy focused on high-quality link acquisition, local citation building, and reputation management. We used a phased approach:
- Phase 1: Clean up the backlink profile and disavow toxic links.
- Phase 2: Build a diverse and authoritative backlink profile through guest posting, digital PR, and local SEO initiatives.
- Phase 3: Optimize the Google Business Profile and implement a review generation system to enhance local visibility.
Implementation
Link Building Campaign
We launched a guest posting campaign, targeting websites with domain authority ranging from 40-60. We focused on publishing articles on home improvement and HVAC industry websites. In addition, we implemented a digital PR strategy, securing coverage in local Texas news outlets and industry publications. This resulted in 60+ backlinks from reputable sources. We also used broken link building, identifying 30 broken links on related websites and replacing them with links to the client’s services.
Local SEO & Citations
We began by optimizing the Google Business Profile, adding complete business information, service areas, photos, and posts. We also implemented NAP (Name, Address, Phone Number) consistency across 50+ local directories, including Yelp, Angie’s List, and BBB. This led to a 30% improvement in local pack rankings and better engagement on the Google Business Profile.
Reputation Management
We created a review generation system, asking satisfied customers to leave feedback on Google and Yelp. We set up automated follow-ups via email and text message after service completion. Our goal was to increase their review count and improve their rating. After 6 months, the client’s Google reviews grew by 50+ and their average rating increased from 3.5 to 4.5 stars.
Backlink Cleanup
We performed a backlink audit and identified toxic links from spammy sources. We created a disavow file to prevent these from negatively impacting the client’s domain authority. Simultaneously, we engaged in link reclamation, recovering 20+ unlinked mentions from high-authority websites.
Ongoing Monitoring
We set up tracking infrastructure to monitor backlink growth, local SEO performance, and review generation. Regular reporting ensured continuous optimization and allowed us to adjust our strategy based on competitive insights and market changes.
Results & Business Impact
Organic Traffic Growth
Over the 6-month campaign period, organic traffic to the website grew by 35%, with a significant increase in local traffic due to better visibility in the local pack.
Search Visibility & Rankings
We saw improvements in local pack rankings for high-traffic HVAC keywords, with some keywords moving from the 6th page to the 2nd page of Google search results. The domain authority increased to 46, and the referring domains grew by 120%.
Lead Generation & Business Impact
The client saw a 20% increase in leads, with inquiries from local customers increasing due to better rankings in the local pack and improved reputation. Their ROI on the SEO campaign was clear, with the cost per lead reducing by 15%.
Domain Authority & Links
Domain Authority grew from 32 to 46, and the referring domains count increased by 120%. The backlink profile was cleaned up, and high-quality links were acquired, improving the overall SEO health of the website.
Client Feedback
“The results we’ve seen from the off-page SEO campaign have been incredible. Our website is now ranking higher in local searches, and we’ve seen a significant increase in leads. The team’s professionalism and communication throughout the process have been excellent.”
Conclusions & Success Factors
Key Drivers
- High-quality link acquisition was the strongest driver of domain authority growth and improved rankings.
- Local SEO optimization, including citation building and Google Business Profile enhancement, significantly improved local visibility and traffic.
Next Steps
- Continue to focus on reputation management, encouraging satisfied customers to leave more reviews.
- Explore additional digital PR opportunities to further build the brand’s online authority.
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