Case study · HVAC
Express Tech Air
Rebuilt, then ranked: from 29 searches to more than 100.
Searches ranking · top 40
100+
▲ from 29 in the top 100, Nov 2020
Top 10 · non-brand
5
▲ from 0, Nov 2020
“hvac loudoun county”
#6
▲ from outside the top 100
01
Context
An HVAC contractor, rebuilt from the ground up.
Express Tech Air is a Northern Virginia HVAC contractor, residential and commercial, available around the clock. From late 2020, Voyager rebuilt its website, ran its SEO and hosted the site.
This case covers the site and search while Voyager ran them. Voyager no longer manages the site.
02
Problem
Found almost only by its own name.
The old site was static, on shared hosting (its 2020 pages ended in .html), with no analytics: a new Google Analytics account was set up at kickoff. Google ranked it almost only for its own name.
At kickoff we set 30 target searches, from “heating repair alexandria” to “gas fireplace won’t turn on”. In November 2020 none of the 30 ranked in Google’s top 100.
03
Approach
A new site, built for the searches people make.
A rebuild first, then pages written for the services and the places the business actually covers.
What Voyager ran
04 PARTS
T·01
A new WordPress site with service-area pages for Woodbridge, Manassas, Loudoun, Fairfax and Falls Church.
T·02
Commercial service pages: dehumidification, humidification and heating replacement.
T·03
Troubleshooting guides written for the searches homeowners make when something breaks.
T·04
Managed hosting.
04
Result
From 29 searches to more than 100.
In November 2020 the site ranked in Google’s top 100 for 29 searches, almost all for its own name. By January 2023 it ranked in the top 40 for more than 100.
Rankings are Semrush’s historical estimates of Google positions in the United States, not Search Console data.
Outcome metrics · Semrush, US
Snapshots · Nov 2020 and Jan 2023
Searches ranking
Before · Nov 2020
29 in the top 100
After · Jan 2023
More than 100 in the top 40
“gas fireplace won’t turn on” · a kickoff target, about 320 searches a month
Before · Nov 2020
Not in the top 100
After · Jan 2023
#15
“hvac loudoun county”
Before · Nov 2020
Not in the top 100
After · Jan 2023
#6
Top 10 · non-brand
Before · Nov 2020
0
After · Jan 2023
5
Ranking figures from Semrush historical organic positions for etahvac.com, US database, snapshots dated 15 November 2020 and 15 January 2023. Published with client permission.