M&T Air Conditioning Ltd. - hvac marketing

M&T Air Conditioning faced several challenges in their digital marketing efforts. First and foremost, their online traffic was inconsistent, with significant fluctuations depending on the season. While they experienced a natural uptick in inquiries during the summer, this was not always reflected in their digital metrics. Additionally, the competition in the HVAC market was fierce, with many competitors vying for the same local search terms. M&T’s existing website and digital assets were not optimized to capture the growing number of potential customers searching for services online, leading to missed opportunities.

Furthermore, the company lacked a comprehensive system to track the effectiveness of their digital marketing efforts. Without clear attribution, it was difficult for M&T to understand which strategies were driving results and where improvements were needed. They needed a solution that would enhance their online presence and provide actionable insights into customer behaviour and lead generation.

To tackle these challenges, BlackBean developed and executed a multi-faceted SEO strategy tailored to M&T’s specific needs. The solution was built on three main pillars:

1. Local SEO Optimization: We focused on improving M&T’s visibility in local search results. This involved optimizing their Google My Business profile, ensuring consistent NAP (Name, Address, Phone) information across all online directories, dramatically boosting their 5-star reviews, and targeting local keywords that potential customers would likely use when searching for HVAC services.
2. On-Site SEO Enhancements: The website was audited and updated to improve its search engine performance. This included optimizing existing content, improving site speed, and ensuring the website was mobile-friendly. Meta tags, headers, and alt texts were tweaked to align with targeted keywords, and new content was developed to address common customer queries and pain points.
3. Performance Tracking and Analysis: To measure the impact of these efforts, BlackBean implemented advanced tracking systems, including CallRail for phone call attribution and Google Analytics for web traffic analysis. This allowed M&T to see exactly where their leads were coming from and provided valuable insights into customer behaviour, helping to refine ongoing strategies.

During the campaign, a particularly intense heatwave hit British Columbia, leading to a surge in demand for air conditioning services. The SEO strategies allowed M&T to capitalize on this demand, significantly increasing the number of customer inquiries and maximizing their market share during this critical period.

The SEO campaign and other digital marketing tactics executed by BlackBean yielded substantial results, significantly enhancing M&T Air Conditioning’s online presence and lead generation capabilities. The results were particularly notable during the heatwave in British Columbia, where the demand for air conditioning services spiked. Here’s a detailed look at the outcomes:

• Phone Calls: During the heatwave, M&T experienced an 85% increase in phone calls, with 74 calls recorded over a 2.5-week period compared to 40 calls in the previous 19 days. Notably, 41 of these calls were business-related inquiries that resulted in new jobs.
• SEO Performance:  The website saw a 36% increase in clicks during the last 28 days compared to the previous period and a 45% year-over-year increase in the same timeframe.
• Enhanced Organic Search Traffic: One of the most significant achievements was the 24% increase in organic search traffic, driven without the need for paid advertising. This organic growth was crucial for M&T, as it demonstrated a sustainable increase in visibility that could continue to deliver results long after the initial campaign ended.
• ROI and Benchmarking Insights: The implementation of CallRail provided M&T with critical insights into the ROI of their SEO efforts. Over the course of the 6-month engagement, 92 calls were directly attributed to Google Search, giving M&T a clear benchmark for future marketing endeavours. With an 8% conversion rate from organic users to phone calls, M&T now has a reliable metric to gauge the potential return on investment from growing their search traffic further.
• Visibility and Brand Awareness: The overall visibility of M&T’s brand on Google was at its highest in 16 months, with 186,000 organic impressions recorded during the engagement.