Challenge
High-value heating and cooling terms lacked local authority signals and service pages were underlinked.
Strategy
Clean technical foundations, prioritize geo-modified service pages, and push authority through intent-weighted internal linking.
Execution
- Fixed schema gaps and technical inconsistencies suppressing local relevance.
- Rebuilt service page structure for repair, installation, and seasonal emergency intent.
- Added city-level supporting content and rerouted internal links to high-conversion pages.
Results
Local-pack rankings stabilized in top positions for core service terms while paid pressure decreased.
Top-3 Map Visibility
+44%
Across tracked HVAC repair and replacement keyword sets.
Organic Form Leads
+29%
From local service pages and GBP-assisted journeys.
Paid Search Share
-21%
Reduced reliance on ads for baseline lead volume.
“We are no longer forced to buy every lead at peak-season CPC prices.”
Owner - Charlotte HVAC Contractor