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Frosty’s HVAC is an HVAC company based in Farmers Branch, TX right outside of Dallas. When Frosty’s first approached us, they were struggling with getting more calls in the door and had just paid a website designer to build their new site.
While visiting another client in Indiana, Dennis and myself got on an hour call with the founder Omar and talked about what has happened to get to this point.
In short – the website isn’t optimized to our local service area, the SEO is non-existent, and there’s no-where near as many calls for HVAC as there should be.
In this article, we’ll break down the current stats, why things weren’t moving the way that they were, and what we’re doing to fix it in the last 2 weeks since Frosty’s has become a client of ours.
What’s the current metrics for Frosty’s?
When we first looked at Frosty’s SEO metrics, we noticed that it was almost non-existent with them only ranking on variations of their own name. At the time, they had 6 backlinks from spam sites and a DR of 0.3.
We can view DR score as a general gauge for SEO, but what really matters is our backlink quality, since that directly affects our rankings for keywords.
In the two weeks since we took over we’ve added some backlinks which help, but there’s still a long way to go. Fortunately, their previous “SEO experts” didn’t buy too many spammy backlinks, so Google hasn’t panelized us.
For backlinks we want to include real and relevant examples. For example, us linking to Frosty’s alone will help their site tremendously, since we have a DR 62 ranking and the article is relevant.
For our keywords, our new backlinks have already started to help out Frosty’s, but there’s still so many more keywords to rank on.
For example, right now we’re only getting traffic from our own name, when we should be getting traffic for standard HVAC search inquiries in Farmers Branch.
SEO isn’t something that you do, it’s a process of building relevant links and more trust by following E-E-A-T. Which is experience, expertise, authority, and trust.
Omar mentioned that the few leads Frosty’s is getting right now are from our GMB, but even that has been a problem until very recently. To rank higher, it’s important for local service businesses to be verified.
Fortunately, this issue was solved and Frosty’s GMB is back up and ranking. But if you’re a local service business, it’s super important that you check to make sure that your GMB doesn’t have a warning label next to it.
For GMB reviews, we’re always looking for the most recent, since recent 5 star reviews are just as important as the total number.
Frosty’s is off to a great start with 63 verified reviews, but we should make it a priority to get more of them in the door so we can rank higher. Our last review for example was 3 weeks ago, and it was the only negative review they’ve ever had.
Ideally we’d receive at least one 5 star review per week at a minimum, that way Google knows that Frosty’s continues to do great work in their local service area.
Fortunately, with our GMB verification pending we expect their impression share to grow rapidly so we can begin ranking on even more terms in our area.
What about Frosty’s website?
In the last 2 weeks since we’ve been helping Frosty’s we’ve made a few changes but there’s more to be done. For example, we’ve added an English/Spanish button to automatically translate the page, since many customers around Dallas speak Spanish as a first language.
The home page also needs more specific content which align with our standards for local service businesses, showing real technicians in the field doing real work. We can also be more specific with our location in Farmers Branch instead of just the DFW area.
The main problem which plagues the website is the lack of E-E-A-T content. This stands for expertise, experience, authority, and trust. We do this not just for aesthetics, but to rank higher over time since Google is looking to see if we do what we claim to do in our local service area.
We should be showing real contractors in the field with images and videos. We can also follow E-E-A-T by answering PAA questions which potential customers might ask.
PAA questions are the icons which appear in Google that users are frequently searching for.
By answering these on our website, we can begin to show Google that we’re qualified to receive web traffic on them, thus fulfilling the A in E-E-A-T. But how would we go about finding which questions to ask?
Fortunately, we can ask ChatGPT and have them give us these questions!
If we really want to show Google we mean business, Omar can record himself answering these questions in the field, which can then be repurposed directly into the website itself!
We can also add our recently uploaded images of technicians in the field to further amplify trust to Google.
Point being – everything we do for Frosty’s website should adhere to Google’s standards, that way we can rank even higher with support of relevant backlinks like the one in this article.
What should we do to generate more call volume?
Building backlinks and rebuilding the website is great, but SEO is a longterm game which can’t be forced. Even if everything was set right today, it would take months for us to see the full potential. Anyways saying otherwise is lying.
So to generate calls in the short-term, we should be focusing on LSA (Google’s local service ads) and Google PPC.
As an HVAC company, Frosty’s qualifies for LSA but barely utilized it so far, getting only 141 impressions in total this year without a single call.
To fix this we’ll do the same thing that we plan for the website – add more images which show contractors in the field and work being done. Since LSA is tied to GMB, we won’t gain a ton of traction until our GMB finishes verification, but it’s an excellent start.
Local service ads work well because we only pay for qualified calls, unlike PPC which is pay-per-click. Meaning if we happen to receive a call in Houston instead of Dallas for whatever odd reason, we won’t be charged for it.
This means that as we continue adding more images to our LSA account and book qualified calls as they come in, we can continue growing effectively. Since we’re starting from scratch effectively, there’s only one direction to go and it’s up.
For Google PPC, there’s also only one way to go since we’ve never utilized it yet.
For our PPC account, we should be ranking under our own name in Dallas so whenever anyone types in “Frostys HVAC” we pop up regardless of our organic position. This is important so that no-one can outbid us on our own name.
We can also target related terms like “air conditioning repair”, “air conditioning installer” “ac contractor”, and others. What we’re looking for are qualified calls under $100 for HVAC so we can slowly increase budgets so long as we’re targeting our local service area.
We can also include negative keywords like “snowman” and others which someone may type in related to “Frosty”.
Even though it’s not top of funnel, we can also run DAD ads using our existing content and videos, that way we can find winners and get more qualified leads in the door from around Farmers Branch.
The future is bright for Frosty’s HVAC.
The good news is that we only work with clients who’ve already demonstrated they do good work in their local service area. Just like how no amount of marketing can save a restaurant who’s food is awful, we couldn’t help Frosty’s if they did bad work.
But with over 60 5 star reviews and a reputation strong enough to be heavily searched for in Dallas, they clearly already have a reputation for excellent service.
The core of digital marketing is to amplify what’s already working, and in Frosty’s case, that’s amplifying their work and happy customers to others. The biggest piece to the puzzle is getting that content out in the open so we can promote it on our website, LSA, GMB, and more.
Overall, I’m optimistic that over time Frosty’s will be getting many more calls in the not-so-distant future so long as they promote what’s already working!