Local Industrial HVAC Company Leapfrogs to #1 on Google
Challenge
The initial business goal for this local industrial HVAC company was for their website to attract more traffic which would, in turn, generate more leads. But the initial problem was misidentified — the biggest problem was that the site couldn’t begin to attract visitors when the search engines couldn’t find it. Because of a Flash intro, their site was not being properly crawled and indexed. Plus the content had not been updated in two years.
Solution
First, we identified the glaring SEO no-no’s:
- The opening page was in Flash.
- The navigation links were images.
- Page titles were identical and used only the company name.
- No page descriptions identified unique content or featured a benefit statement.
- None of the pages took advantage of <h1> tags.
- The Home page had scant copy.
We revamped the site significantly in order to improve all of the above. We optimized the site navigation to be both search-engine and user-friendly. We wrote keyword-rich page titles, precise descriptions, headlines containing primary keywords, modified the file names, and, most importantly, we wrote 300+ words of original Home Page content sprinkling their main keywords and keyword phrases throughout.
One advantage this website enjoyed was a number of incoming links and a lengthy domain history both of which are important ranking factors.
Results
The on-page SEO tactics improved the site’s search visibility so much so that it ranked #1 on Google, #2 on MSN (now Bing) and #4 on Yahoo! for its primary keyword, “industrial refrigeration Houston,” just 10 days after its re-launch. Only two months worth of quality link building has helped this company maintain these rankings over the past 4 years with no additional Web marketing efforts.
Conclusion
This industrial refrigeration company website is now their primary sales tools generating 90% of company leads from 17 unique visitors per day who view 37 pages per visit on average, suggesting a highly engaged audience.
