How Fox Air and Heat Can Get More Qualified Calls in Forney, TX

Fox Air and Heat is an HVAC company owned by Richard McClure in Forney, TX. A few days ago, Richard approached us asking for help on generating more qualified calls and owning his own assets.

Operating just outside of Dallas, Fox Air and Heat has built a steady reputation for being a reliable HVAC company with a few years of experience.

In this article, we’ll be doing an audit of Fox Air and Heat’s SEO and digital marketing stats, how they’re rankings are, and what the next steps are to improve it.

How’s Fox Air and Heat’s SEO?

Whenever we do an audit of a local service business, we start with our overall SEO stats and backlinks before moving to what’s really driving the high quality traffic.

For starters, we can see that Fox Air and Heat has 394 backlinks, yet only has a DR score of 0.7. What this means is that these backlinks aren’t driving much link juice to our website.

Upon investigation, we can see that here with the abundance of no-follow links.

What this means is that these backlinks aren’t very high quality or authoritative.

For example, if BlitzMetrics with a DR of 63 were to link to Fox Air and Heat (as we’re doing now), that would greatly benefit the site since we have such a strong reputation.

For our keywords, we can see that our highest traffic generating search term is “indoor air quality talty, tx” which might not be as qualified as the 2nd keyword, which is “ac companies around me” as a local keyword.

The good news is that we’re already generating traffic based on intent (AC Companies near me) but we’re not generating much on our branded search. We would expect more people to search directly for our name but they aren’t.

What this means is that we need to increase our brand awareness so people are searching for us directly.

For our GMB profile, we have 60 reviews and almost all of them are 5 stars.

While we’d want to see over 100 reviews, what matters most is our overall ranking and frequency. Unfortunately, our last review was over 2 months ago.

Google wants to see consistent new positive reviews for businesses. Imagine a restaurant who switches owners and lowers their food quality. The updates rankings from new customers are almost more important than the overall ranking.

It’s great that we have an abundance of real images taken from on the job which are uploaded to our Google Business Profile.

It’s also good that we have consistent updates, but we’d prefer not to use any stock art – especially since we already have so many real images.

It’s important to note that you can’t “do” SEO. Rather, it’s a large amount of proof we offer to search engines which show that we do an excellent job in our local service area. The more proof we can show, the higher we’ll rank.

Especially when we’re supported by high authority websites.

How Is Fox Air and Heat’s Website?

Besides these SEO stats, how is Fox’s website and how can they improve?

Fox’s website home page is good in that it states what they do and the area where they operate. Unfortunately, we don’t want to use any clipart like the family we see here.

Everything that we want to include on the website must adhere to Google’s EEAT standards, which is experience, expertise, authority, and trust.

This means replacing the clipart here and throughout the website with images and videos of contractors in the field and of work being completed around Forney.

For our about us page, we can also improve this by adding unique details on Richard’s 20+ years of experience as an HVAC technician in Texas. This offers unique insight and separates us from our competitors.

Most importantly however, it’s more proof to Google that we have authority (A in EEAT) and a track record of success to prove it.

What are some stories we can tell? How can we prove our competency?

Answering these questions will help us immensely.

For our service pages, I like how we have them, but most are copy+paste and offer little difference, which is a violation of Google’s policies on copied content.

For example, almost every service pages and LSPs (local service pages) looks the same give or take a few words.

For our blogs, we’re also running into similar issues with clipart and content which isn’t specific to our location and which lacks EEAT examples.

This means that even if the content and advice is technically correct, it has little effect on our rankings and overall ability to generate quality traffic in Forney, TX.

Take for example, this blog post on how heating installation can increase the volume of your home. Do you see how based on this text there’s so little examples or information specific to Forney homeowners?

In conclusion for the website, we need to have way more EEAT content and be able to demonstrate our expertise in Forney absolutely. Luckily, our team continues to publish website guidelines for local service businesses to make this easier. 

What Can Fox Air and Heat Do To Get Calls Today?

Richard mentioned that he’s brand new to starting local service ads and wants to get his feet wet with digital marketing on a more professional level.

But while our goal is to generate more quality calls, you can’t improve what you can’t measure. Therefore, we want to use CallRail to track all calls from our website, GMB, and Google Ads so we can measure performance and determine which leads are quality and which aren’t.

After which, we can iterate and build off our weekly call numbers measured in weekly reports every Friday.

LSA and PPC are going to be the fastest way to generate leads in the short-term since SEO is more of a long-term game.

The good news?

Fox Air and Heat should already have everything they need to be successful since they already have a stellar reputation and delivery quality for customers in Forney.

Now, we need to amplify what’s already working, which is the basis of digital marketing.