HVAC company’s organic traffic surges 35% after 1 year of SEO management

Logo for Patrick Riley Cooling, Heating, Plumbing, and Electrical and Isley's.

Our SEO optimizations drove increased phone call clicks, request an appointment button clicks, and website sessions. Drive similar results for your home service company by partnering with DDM»

In the scorching heat of Arizona’s Greater Phoenix Area, where competition in the heating and cooling industry is intense, Patrick Riley Cooling, Heating, & Plumbing (now Patrick Riley | Isley’s AC, Heating, Plumbing & Electrical) knew they needed to stand out. However, their SEO results were stagnant and declining season over season, causing them to miss out on valuable online leads.

With a desire to improve SEO and social media outcomes, they recognized the opportunity to enhance marketing performance by partnering with Data Driven Marketers (DDM). The improvements our team made (starting in March 2022) achieved a remarkable 35% increase in organic traffic during their peak season in 2023. Patrick Riley | Isley’s increase in website traffic drove a surge in service calls from April 1–September 30, during the hottest season recorded in Phoenix, Arizona, history ↗.

We played a crucial role in marketing this HVAC business and managing the digital brands in the acquisition of Isley’s Home Service. Our formula? Harnessing the valuable insights of MarTech and drawing on our team’s deep expertise to craft data-driven marketing strategies.

Client

Patrick Riley Air Conditioning, Heating, & Plumbing ↗ (Patrick Riley) is a well-respected HVAC company in Arizona that is known for its commitment to providing quality service and comprehensive training programs. They focus on serving the Greater Phoenix Area and offer reliable warranties, flexible financing options, and efficient communication to ensure a seamless experience for customers. With a large, local team, they cover a wide service area quickly, providing trustworthy service backed by maintenance packages.

Services

  • Local SEO
  • Google Maps management
  • Organic social media posting
  • Blog and web page content
  • Photography
  • Seasonal marketing reporting
  • Seasonal marketing strategy

Results

9% increase in phone call clicks

45% increase in “Request a Service” button clicks to the form

35% increase in website visitors

352% increase in sessions on the furnace fan help guide ↗ page

The challenge

There were 40,478 sessions in 2021 vs. 27,700 sessions in 2022.

Website traffic and leads were steady until Summer 2021

In the competitive heating and cooling industry of Arizona, Patrick Riley faced a setback when their organic traffic dropped by 32% from the peak season of 2021–2022. This indicated issues with their Google Maps and online search visibility. We took a deep dive into the website and identified all code, content, and UX issues that could contribute to the decline in seasonal organic sessions.

Sessions decreased from 40,478 in 2021 to 27,700 in 2022.

The result was a 35% increase in website visitors.

45% increase in “Request a Service” button clicks

9% increase in phone call clicks

352% increase in sessions on the furnace fan help guide page

The results

The result was a 35% increase in website visitors.

45% increase in “Request a Service” button clicks

9% increase in phone call clicks

352% increase in sessions on the furnace fan help guide page

207 more quality customers for Patrick Riley between April–September 2023 vs. 2022

DDM’s SEO strategy drove 207 more phone calls and form submissions in the following summer season. Our focus around SEO traffic loss recovery, a focus on local keywords, and revamped content helped the website perform better and encouraged customers to take action.

The brand glow-up

Patrick Riley truck in front of the Arizona Diamondbacks stadium.
A tech exiting the Patrick Riley service van.
A tech exiting the back of a Patrick Riley service van.

In addition to work on the backend of the site, DDM also assisted in Patrick Riley’s branding by providing brand enhancement services, elevating their online presence and engagement.

Through a professional photo shoot, DDM was able to capture compelling visuals of Patrick Riley’s branding as well as showcase them throughout notable Valley locations. We integrated the new imagery into multiple web pages’ visual layout, revamped their online platform, and ensured a cohesive and visually appealing user experience.

Our team proactively managed Patrick Riley’s Google Business Profile, posting weekly updates to enhance their visibility and accessibility to potential clients.

Additionally, DDM developed a social media strategy tailored to Patrick Riley’s target audience, regularly posting content across various platforms. This effort was built to increase brand awareness, engage with the audience, and ultimately drive growth.

Patrick Riley truck in front of the Arizona Diamondbacks stadium.
A tech exiting the Patrick Riley service van.
A tech exiting the back of a Patrick Riley service van.

Is your HVAC or home service company facing a similar challenge? What are you hoping to see during your next busy season? Partner with Data Driven Marketers to inform your marketing strategy, increase your customer engagements, and drive new online leads (phone calls, form submissions, chat requests, and more).

Schedule a discovery call
Illustration of a person holding a phone and sending an email.

The approach

Vertical icons numbered 1, 2, and 3.
The number one in a lavender circle.

Strategy

At DDM, our approach to strategy formulation involves a comprehensive analysis of data and customized insights to cater to the specific needs of our clients. The HVAC industry is especially susceptible to fluctuation in performance, as the weather is a significant driver of demand for HVAC services. Due to this seasonality, we elected to put a heavier focus on large sample sizes, such as quarterly trends and year-over-year evaluations, when creating Patrick Riley’s strategy. We strongly believe in the importance of data-driven decision-making when it comes to digital marketing. To achieve this, we utilize the following tools/metrics:

Google Analytics

We used this tool to dive into the performance metrics of Patrick Riley’s website, examining key indicators such as session trends, user demographics, and event conversions like phone call clicks and form submissions. Evaluating this data closely and incorporating it into our strategies allowed us to have confidence that our decisions were correct and would be beneficial for Patrick Riley | Isley’s.

Google Search Console

We used this tool to provide valuable insights into how Google perceives and ranks patrickrileyservices.com. One of the key metrics that it provided is the Performance Report, which enabled us to analyze data on clicks, impressions, clickthrough rates (CTR), and average position for the pages in Google search results. These metrics provided us with valuable insights into how the website is performing in organic search and which pages are driving the most traffic. Another important metric offered by Google Search Console is the Index Coverage Report, which identifies any errors or issues that may prevent Google from properly indexing a website’s pages. By addressing these issues, we ensured that the website was optimized for search engines, and we maximized visibility in search results.

SEMrush

We used this tool primarily to gain insights into the search volume, keyword difficulty, and competitor rankings. By identifying high-performing keywords, we can optimize Patrick Riley’s content and advertising campaigns to increase visibility and drive traffic. Another valuable metric provided by SEMrush is the Domain Overview. This tool offers insights into a website’s overall performance, including its organic search traffic, backlink profile, and top-ranking keywords. By analyzing this data, we benchmarked performance against competitors and identified areas of opportunity.

The number two in a lavender circle.

Execution

We made updates in two key areas:

Google Business Profile (Google Maps)

  • Our initial work started in March 2022 with our updates to the key features of Patrick Riley’s Google Business Profile. This included the primary category, hours of operation, URL linking, and other major attributes.
  • From August 2022 to January 2023, and then again from June 2023 to the end of the year, we made weekly posts on the profile to engage with customers and maintain a visible presence.
  • We also regularly updated the profile with accurate information about locations and operating hours. Our goal was to improve the profile’s relevance, visibility, and user experience, which helped to enhance Patrick Riley’s overall online reputation and success.
  •  

Patrick Riley | Isley’s website (Craft CMS)

  • Between March 2022 and June 2022, we focused on making substantial improvements to Patrick Riley’s website content. We enhanced four blog posts, created two new blogs, and refined six landing pages. Each of these pages underwent a thorough analysis to identify new keywords that could drive increased traffic.
  • Between July 2022 and September 2022, we continued our efforts to enhance the website’s content. We improved one blog post and four landing pages, and we wrote three new blogs. We also created a new landing page to highlight Patrick Riley’s services in the service area.
  • From October 2022 to December 2022, we continued to refine the website’s content by improving five blog posts and four landing pages to better serve visitors to the website.
  • From January 2023 to March 2023, we focused on comprehensive website enhancements. We improved six blog posts, wrote three new blogs, and refined four landing pages, including the homepage. Additionally, we created a new landing page to provide valuable information on keeping pets cool in the Arizona heat.
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The number three in a lavender circle.

Quality Assurance

Our work continues with automatic weekly reports that are generated and sent to Patrick Riley | Isley’s, providing them with quick access to their own data and insights into their website’s performance. Furthermore, our data engineer conducts weekly evaluations of 30/60/90-day trends to monitor the site’s health and ensure it is trending positively over time. We also create customized monthly reports that outline key metrics, highlight wins, and address any challenges encountered. This approach helps keep Patrick Riley | Isley’s informed and allows for timely adjustments and optimizations as needed. We rely on data to guide us in determining which pages require improvement optimizations to maximize the website’s effectiveness and deliver tangible results.

The team

Katheryn My Le, CEO.
CEO

Katheryn My Le

Ashley Beckman, marketing manager.
Marketing manager

Ashley Beckman

Erik Bender, lead project manager.
Lead project manager

Erik Bender

Jordan Kortman, data engineer and analyst.
Data engineer and analyst

Jordan Kortman

Kelsey Nunn, digital marketing generalist.
Social media strategist

Kelsey Nunn

Becky Godlasky, editor.
Editor

Becky Godlasky

Sarah Greer, lead web developer.
Lead web developer

Sarah Greer

Ryan Jones, PPC enthusiast.
PPC enthusiast

Ryan Jones

CEO

Katheryn My Le

Katheryn My Le is a seasoned data strategist with over a decade of experience translating complex analytics into clear, actionable insights for businesses. Headed into her 11th year in digital marketing, Katheryn is proud to boast a 93% success rate in executed marketing strategies, driving increased calls, form submissions, and location visits season-over-season for all partners.

She founded Data Driven Marketers with a mission that goes beyond spreadsheets: it’s about empowering businesses like yours (whether you’re a burgeoning startup like MyLand, a seasoned leader like Alphagraphics, or a community-minded entity like Fountain Hills) to leverage data with purpose, while fostering a positive and productive work environment where people thrive.

Katheryn’s expertise spans across diverse industries, from navigating the dynamic landscape of medical education to the unique challenges faced by independent ventures like her own music school, Melody & Keys. This breadth of experience allows her to connect deeply with your specific needs.

Beyond results, Katheryn champions well-being. Having overcome personal adversity, she prioritizes mental health and work-life balance within her team and empowers clients to build supportive, fulfilling work cultures.

If you’re seeking a data-driven partner who can translate insights into tangible growth, build winning strategies, and cultivate a team dedicated to your success, consider partnering with Katheryn & the Data Driven Marketers team.

Marketing manager

Ashley Beckman

Ashley Beckman is a collaborative leader and relentless problem solver dedicated to helping others grow both personally and professionally. Her love for learning and ever-curious spirit have provided her with the opportunity to explore marketing solutions across a variety of industries and she loves nothing more than to share what she’s learned along the way.

Prior to joining Data Driven Marketers, Ashley managed internal and business operations at an interactive digital agency specializing in pharmaceutical marketing. She also has experience managing large-scale influencer campaigns for national brands as well as owning branding and marketing strategies for small businesses within the Phoenix area.

Lead project manager

Erik Bender

Erik Bender is an entrepreneurial-minded and collaborative project manager that is dedicated to learning and growing with each client and project. Erik strives to apply his valuable experience and passion in education to meet the needs of every client and campaign to deliver the best experience.

Prior to joining Data Driven Marketers, Erik taught fifth grade ELA and science and was a Client Success Manager in the SaaS and EdTech industry. After exploring different career paths that reflects his interests across education, healthcare and marketing, he’s found his perfect fit as a project manager at DDM.

Data engineer and analyst

Jordan Kortman

Jordan Kortman specializes in pulling, grouping, and analyzing data to create actionable insights for DDM and their customers.  Jordan’s affinity towards puzzles and problem solving allow him to find trends and see what story the data is telling.

Social media strategist

Kelsey Nunn

Kelsey Nunn is a market researcher and analytical strategist that focuses on digital marketing growth and planning. Kelsey has a passion for using research and data analytics to create result-driven marketing campaigns that communicate brands and company visions of growing businesses.

Prior to her role at Data Driven Marketers, Kelsey had experience working as a marketing specialist for a small real estate firm where she developed a wide range of skills in digital marketing, like campaign management, market research and paid social media ad strategy.

Editor

Becky Godlasky

Becky Godlasky is a seasoned editor with extensive experience in both the academic and corporate worlds. She has always been dedicated to helping individuals and organizations put their best foot forward through the writing and content they produce.

Prior to becoming an editor, she was a college English professor and a management analyst for a major consulting firm.

Lead web developer

Sarah Greer

Sarah Greer is a studious and resourceful web developer with 10 years of experience bringing design to life in dynamic, interactive, and engaging websites. She loves learning and is currently studying accessibility to help build a more inclusive web.

Prior to joining Data Driven Marketers, Sarah was doing freelance web development for small businesses and nonprofits. She continues to support her long-time clients and donates her web services to a local animal rescue center.

PPC enthusiast

Ryan Jones

Ryan Jones is an inadvertent PPC enthusiast, relentlessly focused on improving the results from every account he touches. When door-to-door auto glass sales failed to be a reliable money-maker, he started working at Revana as a contractor for Google Places support. After that program ended, he transferred to Revana’s Google AdWords program where he built and/or managed many thousands of campaigns for hundreds of accounts of all shapes and sizes.