Over the past several weeks, we have been working closely with Richard McClure and Fox Air and Heat to rebuild and strengthen their digital presence.
This article documents the progress made so far, the improvements underway, and the roadmap ahead for increasing qualified HVAC calls across Forney, Rockwall, Mesquite, Terrell, and surrounding cities.
It also creates transparency around the work being done and acknowledges Richard’s commitment to running an honest, customer-first HVAC company in a market where many competitors do the opposite.
Restoring and stabilizing the website
When we initially got involved, Fox Air and Heat’s website had been shut down by the previous vendor, which caused severe ranking loss, broken pages, and confusion for customers searching online.
We immediately performed an emergency migration to WP Engine, rebuilt the site in a stable environment, corrected DNS issues, and removed unauthorized access.
From there, we repaired broken menu links, restored missing pages, implemented SSL correctly, cleared multiple server errors, and reconfigured caching so the site now loads reliably and quickly.
These foundational elements matter because Google rewards stability and page performance long before it rewards content.
Early SEO results and ranking improvements
Even in the first month, Fox Air and Heat began recovering lost rankings as Google reindexed the restored site.
The domain’s DR increased significantly through new high-authority backlinks, including links from BlitzMetrics.com and related HVAC industry content.
Rankings for core HVAC terms in Forney and surrounding cities began shifting upward as Google replaced irrelevant keywords (left behind by prior work) with location-specific and service-based queries that actually match Richard’s business.
Local search scans also show the beginning stages of Fox Air and Heat gaining visibility on the map pack, which is the single most valuable placement for HVAC calls.
Rebuilding and securing the Google Business Profile
One of the more concerning discoveries was that the former vendor had disabled Fox Air’s Google Business Profile phone number and maintained backend access.
Since GBP is the primary source of high-intent HVAC calls, restoring it was an immediate priority.
We corrected ownership access, updated categories, fixed contact information, reestablished call routing, and began improving photos and posts.
The profile is now stable again, and we are tracking it weekly to monitor visibility, clicks, direction requests, and call behavior.
Creating high-quality EEAT content instead of low-value blog spam
Richard had been paying for content that relied heavily on clipart, keyword stuffing, and generic templates that offered no real value to customers or search engines.
We replaced that approach with authoritative, locally relevant content that demonstrates actual experience, expertise, and trustworthiness.
Articles now include real quotes from reviews, Texas-specific heating challenges, seasonal guidance, and city references that match how local homeowners search for HVAC help.
This shift has already started improving rankings for heating and AC terms tied to Forney and nearby cities.
Examples include the in-depth heating maintenance guide now published at
https://foxairandheat.com/heating/essential-heating-maintenance-checklist/
And an independent audit breaking down opportunities for more qualified calls at
https://blitzmetrics.com/how-fox-air-and-heat-can-get-more-qualified-calls-in-forney-tx/
As we continue publishing, the Content Library will reflect Richard’s real-world expertise and the integrity Fox Air and Heat is known for.
Building out local service pages that drive conversions
While blog posts help early-stage searchers, the most profitable organic traffic comes from location-based service pages.
We’re actively producing dedicated pages for heater repair, AC repair, furnace installation, emergency service, and other core offerings across surrounding cities.
These pages include real photos, before-and-after examples, reviews, pricing guidance, and localized FAQs so that Google sees Fox Air and Heat as the authoritative provider for specific services in specific areas.
This is the path to ranking for more than 200 relevant keywords over the next several months.
Local Service Ads and call tracking through ServiceTitan
To fully measure success and begin driving high-intent calls, the next major step is integrating ServiceTitan.
Once connected, we can track qualified calls, average ticket trends, and overall lead patterns.
This is central to our MAA (Metrics → Analysis → Action) process that ensures every SEO or ads decision is backed by real customer behavior rather than guesswork.
Alongside this, Richard is preparing a tracking number inside ServiceTitan so we can activate Local Service Ads.
LSAs typically outperform every other channel in HVAC when managed correctly.
The moment Richard confirms call-answer availability within set hours, we can turn them on and begin optimizing for lead quality.
Strengthening maps rankings across Forney and the surrounding area
Local visibility is one of the biggest levers in HVAC growth.
To expand Fox Air’s reach on the map pack beyond the immediate area, we are enhancing geo-grid campaigns, adding new photos, publishing Google posts, building citations, and deploying service-area-specific content.
The goal is to steadily turn more grid points green across Forney, Rockwall, Mesquite, Heartland, and Terrell.
As this happens, Fox Air and Heat will take more market share from competitors who rely more on gimmicks than genuine service.
Reputation and proof-based marketing
Richard has built a loyal customer base because he runs his company with transparency and integrity.
We are consolidating reviews, job photos, videos, and customer stories so they can be repurposed into content that reinforces trust both on the website and across Google properties.
This also protects Fox Air and Heat against unethical competitors who use deceptive marketing, stolen photos, or aggressive upselling tactics; an issue Richard has unfortunately seen firsthand.
What comes next
The next sixty days will focus on finishing the core set of city and service pages, activating LSAs, integrating ServiceTitan metrics, improving map visibility, and continuing to build authoritative backlinks.
With the foundation now stabilized, these next steps will directly grow call volume, seasonal revenue, and long-term online authority.
As everything is fully connected, Richard will have clear visibility into where calls are coming from, how customers interact with the website, and which marketing efforts are generating the most value.
Dennis Yu
Dennis Yu is the CEO of Local Service Spotlight, a platform that amplifies the reputations of contractors and local service businesses using the Content Factory process. He is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other brands.
Dennis has achieved 25% of his goal of creating a million digital marketing jobs by partnering with universities, professional organizations, and agencies. Through Local Service Spotlight, he teaches the Dollar a Day strategy and Content Factory training to help local service businesses enhance their existing local reputation and make the phone ring.
Dennis coaches young adult agency owners serving plumbers, AC technicians, landscapers, roofers, electricians, and believes there should be a standard in measuring local marketing efforts, much like doctors and plumbers must be certified.