How a Florida heating and air conditioning company drove business through improved website content and SEO
Atlantic's Continued Efforts resulted in:
17.9%
increase in organic website visits
14%
improvement in bounce rate
30%
increase in quality website visits
21%
increase in new users
13%
increase in pages per session
Company Overview
Since its founding in 1958, Cox Heating & Air Conditioning has made a name for itself delivering courteous, highly professional service to Pinellas County, Hillsborough County, and beyond.
Offering both residential and commercial services, the company relies on digital marketing to keep new business and referrals flowing in each month.
Problem
How does an HVAC company that’s been around for more than half a century bolster its digital marketing and SEO to reach more people in a highly crowded marketplace?
This was the challenge facing Cox Heating & Air Conditioning, who needed to audit and update its website content and SEO to boost organic website traffic and, ultimately, drive new leads and business.
Solutions
Site and page speed optimizations
Google and other search engines favor pages that load fast, especially on mobile. Why? Because the people using search engines to find HVAC services want fast, authoritative answers. One of our first orders of business was to improve the website load speed times for Cox Heating & Air Conditioning.
We did so by implementing website speed best practices, including image and code optimization, limitation resource-intensive HTTP requests, and reducing or eliminating redirects. We also performed a full SEO troubleshooting audit and discovered twenty-one “404” server response code errors, which we redirected to resolve the issue. In addition, we implemented keyword-rich descriptive alt text on 43 images on the website to help improve SEO.
New SEO-rich content and backlinks
Useful, keyword-optimized is essential not only to generate organic search traffic, but to generate helpful backlinks as well. Aside from optimizing all existing web pages on the Cox Heating & Air Conditioning website, we created four new blog posts, implemented internal links in each article, and optimized associated images with alt tags. We also published four posts to an external third party and linked back to these posts to give them an added boost. Finally, we secured a valuable backlink on yet another authoritative third-party site that points back to the company’s homepage.
Outcomes
Our combined efforts to improve website speed and SEO, add new high-value content, and begin building backlinks, paid off quickly. After only a few months, Cox Heating & Air Conditioning saw a 17.9% increase in organic website visits, as well as a 21% increase in new users.
17.5%
increase in organic website visits
14%
improvement in bounce rate
30%
increase in quality website visits
21%
increase in new users
13%
increase in pages per session
More people were not only finding Cox Heating & Air Conditioning through search engines, but clicking through, hanging around, and converting to new business. Indeed, the website saw a 30% increase in quality website visits, alongside a 14% improvement in bounce rate and a 13% increase in pages per session. All in all, more visitors were reaching the site from organic search, staying on site, and clicking through to additional pages on the website.