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Case Study: SEO

Action Furnace

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Action Furnace is a HVAC company operating in Calgary and Edmonton, AB. In their quest to become Alberta’s go-to HVAC services company, they have invested aggressively in SEO since 2015.

Pre-Campaign Metrics

Rankings

Action Furnace had 17 keywords in rank 1-3 and 13 keywords in rank 4-10, resulting in 30 top-10 ranked keywords.

Organic Traffic

February 1, 2015 to February 1, 2016 generated a total of 27,954 sessions from Google.

Users:

21,800

% Of Total:

23.59% (92,420)

Total Users:

20,334

% Of Total:

21.74% (93,525)

Sessions:

27,954

% Of Total:

21.57% (129,620)

Bounce Rate:

43.21%

AVG For View:

64.82% (-33.34%)

Pages/Session:

2.33

AVG For View:

1.70 (36.50%)

AVG Duration:

00:02:18

AVG for view:

0.00 (0.00%)

Strategy

Given the nature of Action Furnace’s business, our strategy centred around educating users on all things HVAC and providing a pleasing on-site experience. The pillars of the strategy are:

  1. Website experience

    It loads fast, is technically sound, and looks excellent on all devices.

  2. Content

    Rich content that addresses need and answers users questions.

  3. Reputation

    Ensuring Action Furnace is represented in the places that its potential customers are looking.

  4. Branding

    In addition to our direct SEO efforts, Action Furnace launched a branding campaign that included print, radio, display, and YouTube ads.

Execution

We launched in phases, first focusing on the website and then executing on our content strategy. What this looks like:

  1. Understand their business and core services

  2. Research which keywords are being used to drive traffic to those services

  3. Create a website that has pages that effectively speak to each service

  4. Begin blog strategy and support with graphics, infographics, etc.

  5. By promoting those blogs on websites and social communities where those blogs are both wanted and relevant.

Budget

The budget for this campaign has flexed over the years but has consistently been at least $2,000/mo.

Results

Users:

59,358

% Of Total:

13.45% (441,226)

Total Users:

57,329

% Of Total:

13.27% (432,166)

Sessions:

84,651

% Of Total:

14.00% (604,528)

Bounce Rate:

55.69%

AVG For View:

58.94% (-5.52%)

Pages/Session:

1.69

AVG For View:

1.01 (66.90%)

AVG Duration:

00:01:13

AVG for view:

00:00:32 (128.02%)

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