Where they started
Nine city landing pages, one template, the town name find-and-replaced through each. Same stock photo of a technician, same 400 words, zero mention of the actual crew who covers that area. Google treated them as near-duplicates and ranked none of them. The map pack was owned by two-man shops with better reviews. The company was booking plenty of work, all of it from paid ads and repeat customers, while organic sent barely 6,000 visits a month across all nine markets.
What we did
- Rebuilt each city page around real local proof: named crews, average response times, permits pulled in that county, per-branch review counts. Nine unique pages instead of one page nine times.
- Set up a Google Business Profile per service area and tied each to its matching page, so map-pack impressions and page rankings reinforced each other.
- Published seasonal service content (furnace tune-ups before winter, AC checks before summer) timed to when demand actually spikes in each region.
- Earned 15 local and trade links from a business directory, the HVAC association and regional news, enough to lift DR from 30 to 33 and give the city pages authority to rank.
Home-services search is blunt: someone whose AC dies in July types “AC repair near me now” and calls the first credible result. Those queries convert same-day, which is why the map-pack wins mattered more than the traffic number. Booked jobs from organic roughly doubled in nine months, with the sharpest lifts landing right on the summer and winter demand bumps.