Background:
I've been a full stack developer for over 10 years. Did some basic SEO optimization and keyword research earlier in my career but never did any extensive SEO or marketing campaigns on my own. Last year I took on a client to fully rebuild their website and then handle SEO as an ongoing service. They are a small HVAC company (started in 2023) but they also service plumbing and electrical. Let’s call them company B. Previously the father of the owner of company B had his own HVAC company (company A) that was dissolved in 2022 as he retired. He passed all his business onto company B in 2023, so I had to convert anything that was already out there from company A to company B (Don’t know if this was a mistake or not but from my research it seemed fine to convert existing profiles as the staff, phone number, and existing customers is pretty much the same).
It's been about 8 months since launching their new site and from months 3 to 7 it seemed like business was consistently picking up. But for the past few weeks things have really slowed down and they're wondering why. It may just be the time of the season or something but I want to make sure I’m not doing anything wrong or missing major opportunities.
What I've done so far:
- Rebuilt their whole site ensuring it has a good structure, content, performance (mobile and desktop), good design, sitemaps, security, Google analytics, etc. Every different service has it's own page with about 1000 words of content.
- Added 301 redirects from company A's old domain to the new company B domain.
- Did keyword research (using Google keyword planner and SEMRush) and optimized all their pages to target what I believed to be the best terms (a mix of long and short tailed, 2-4 per page, different keywords for every page/service to avoid cannibalization, tried to aim for terms with lower competition and higher search volume if available, and a mix of keyword intents mainly commercial, informational, and transactional). I also try to name local cities/towns throughout the site wherever it makes sense just to try and improve local SEO.
- Changed company A's existing Google business profile to be for company B. No change to the phone number, but pretty much everything else was updated and optimized for their services.
- Created a new LinkedIn profile and page
- Created various business listings with consistent info across them. Some I created manually if the site was local/relevant, had decent authority, and didn't seem spammy. And SEMRush created dozens automatically with their listings management service.
- Ensured the site and all pages are indexed with GSC and Bing Webmaster.
- Created a blog on their site where I write 2 articles a month with what I believe to be quality content. I do keyword research to find good relevant topics people are searching and then I write the articles with AI and refine them manually. Once live I request indexing from GSC & Bing webmaster.
- Make small posts twice a month on their Google and LinkedIn profiles
- Working on getting the Facebook page for Company A converted to Company B
I've been studying the traffic trends, impressions, position tracking, etc. with GA/GSC/SEMRush and everything seems to be growing steadily month after month. The site is getting a decent amount of impressions, I think (>30k over the last 3 months), but very few clicks (0.1% CTR).
What I’m thinking of doing next:
- Paid Ads - Sign up for Google Guaranteed with LSAs ($500-$1000 per mo. budget?). Maybe run PPC campaigns as well, but I’ve heard LSAs may be more valuable for a local contractor company.
- Try to Improve EEAT - Adding more info to the About Us page on the site and maybe adding a bio page about the owner and his background/experience. Maybe add more credentials or background to their GBP, LinkedIn, and Facebook profiles.
- Attempt to improve CTR on existing articles/pages by refining titles & meta-descriptions, or maybe the targeted keywords/content based on SEMRush intent
- Get more high quality backlinks by reaching out to higher authority relevant sites (though I worry this will get very expensive and quickly exceed our existing budget)
Outside of these actions, and the monthly blog articles & social media posts, I’m not sure what else I should focus on. Am I missing something major? Am I putting too much focus on metrics, or maybe watching the wrong metrics, vs. focusing on the exact number of calls/emails? Any advice would be greatly appreciated!
TL;DR: I’m sort of new to running SEO campaigns and I'm wondering if my strategy is wrong or missing anything crucial.
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