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Online Marketing Tips for Local Engineering Contractors (HVAC) [Case Study]

online marketing local contractors
Are you local engineering contractor wanting to boost your business? You’re in luck — we’ve helped businesses like yours before and we can tell you exactly how to go about growing your client base through digital marketing.

Just read the case study below to discover what you need to do. We hope you find it useful and insipring.

The Challenge

An energy & HVAC contractor from Denver, Colorado came to us with an exciting and challenging project. They had five different divisions under one roof: HVAC, Energy Audits, Windows & Insulation, Electrical, and Roofing & Solar and wanted to rank organically in the search results for all five divisions within their local business area.

The owners of the company had a fairly good understanding of SEO and the importance of local optimization factors, so they had done some free citations building and had hired a link builder to help them acquire relevant links to the site.

The immediate issues were:

  • Many inaccuracies in NAP (name, address, phone) and duplicate listings on various websites for all five divisions
  • Thin content on pages dedicated to the five divisions & keyword stuffing in general
  • Large number of irrelevant links with exact match anchor text & very few local links pointing to the site
  • No content marketing strategy

What We Did

To tackle all these issues we incorporated several different elements into our strategy.

The first natural step was to look at keywords. The client already had a list of keywords they wanted to target, but we wanted to review and narrow it down to the ones that really brought quality traffic to the different divisions.

Next, we added local information to the website — the so-called NAP (name, address, phone) — and optimized metadata (page titles and descriptions) throughout the site for the keywords that we chose.

To really pump up the site with the power it needed to make it to the top of the search results, we embedded Google Place maps on the site and created geosite maps for all five divisions.

At this stage, we were ready to switch the focus to offsite marketing, where we also covered a lot of ground:

  • Reviewing all existing citations, correcting them and merging duplicates where necessary, in order to have consistent NAP across various directories for all five divisions,
  • Building links to various local and niche business directories in an ethical way compliant with search engine requirements,
  • Creating and managing separate social media profiles for all five divisions,
  • Adding markup to local pages in order to put emphasis on the most important information on the site and enabling reviews and other user generated content.

Results

local_contractor_marketing
This all-around approach enabled our client to solidify their local position within their business area, increased organic traffic to the website, and helped in building their brand:

  • Organic traffic growth to the website within 6 months: 16%
  • Organic traffic from Google went up by 36%
  • Organic traffic to all division pages (most notably visits to the homepage) were up by 31 %, insulation visits grew by 32%, and visits to the HVAC page grew by 200%
  • Goal completions from main search engines went up

As you can see, these results were always at the tips of the business’s fingertips. They took the first steps to crafting a great online presence themselves, and with our expert help, they were able to reach much more of their online potential within just a few months.

It’s no rocket science, but it sure helps to have experts supporting your own personal efforts. We love plunging into a new project full speed ahead, and we don’t stop until we figure out how to help our client, whether large or small, flourish online! That’s why it’s our mission to listen, engage, and bring success to your business.

Get in touch with us today and let’s discuss how we can help your local business grow organic traffic and revenue!

 

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Anastasia Alpaticova

Anastasia is a marketing professional with over 10 years of experience spanning telecommunications, media & publishing, wine making, NGOs and executive search. Born in Ukraine and raised in Moldova, she has extensively traveled across Europe, North America and Africa. Anastasia is now living in Sofia, Bulgaria for her love of the Rila lakes, delicious food and passionate Balkan spirit. At Hop Online she makes sure the company runs like a well-oiled machine and brings chocolates from wherever she travels.

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