Solace Heating & Air, an HVAC company in Memphis, Tennessee, launched in March 2021 and needed to build visibility fast in a crowded local market. We combined local optimization, a website redesign, content and DataPin check-ins to get early wins on less competitive searches. Over 90 days, Google Search Console clicks increased by 1185.71% and impressions by 288.222%, with users up 57.7% in the last 28 days.
At a glance
- Client: Solace Heating & Air, heating and air conditioning company, Memphis, TN
- Services: Local SEO, website redesign, content writing, keyword research, site speed and user experience optimization, DataPin check-ins
- Timeframe: Launched March 2021; results measured over 90-day and 28-day periods
- Key results: +1185.71% clicks and +288.222% impressions (90 days); +57.7% users and +45.8% sessions (28 days); keywords ranking in Google’s top 10
The challenge: a new HVAC brand in an established market
Home services is one of the most competitive local search categories. Heating and air conditioning companies in any sizable city compete with long-established firms, national franchises and lead-generation sites, all chasing the same homeowners. Many of those competitors have years of reviews, links and content behind them.
Solace had none of that. It was a new business, launched in March 2021, and needed calls quickly to justify its investment. Waiting a year for SEO to work was not an option, but buying every lead through ads would be expensive in a category where clicks are costly.
HVAC demand is also urgent and seasonal. When an air conditioner fails in a Memphis summer, homeowners search, call and book within hours. The businesses that appear in the map results and top organic listings at that moment get the work. Being invisible means losing the job entirely, not just losing it to a slower competitor.
What we did: quick local wins on a strong foundation
We ran a complete local SEO program covering eight areas: DataPin check-ins, content writing, keyword research, local optimization (Google Business Profile, Google Maps and related listings), website redesign, search engine optimization, site speed optimization and user experience optimization.
Keyword research: start where you can win
Rather than chasing the hardest terms first, we focused early on outer keywords, specific service-plus-location searches such as “coil cleaning Memphis TN”. These searches have less competition, and the people using them know exactly what they want. Ranking for them brought quick clicks and calls while the site built authority for broader, more competitive terms like general AC repair or HVAC installation in the city.
This is a deliberate sequencing choice. A new site rarely ranks for the biggest term in its market straight away, but it can rank for dozens of precise, high-intent searches, and those rankings send real customers and positive signals to Google.
Local optimization: Google Business Profile and Maps
For an HVAC company, the map pack is often where the phone rings. We optimized the Google Business Profile with the right primary and secondary categories, accurate service areas, services, hours and photos, and made sure the business details were consistent across Google Maps and other local listings. Consistency helps Google trust that the business is real and located where it says it is.
DataPin check-ins
DataPin check-ins were a core part of the strategy. Check-ins are location-tagged records of completed jobs, posted from where the work was done and published to the website. They show Google and potential customers that the company is genuinely active in specific neighborhoods, and they create fresh, locally relevant content tied to real services. Ongoing check-ins were expected to keep lifting traffic and help secure top 10 rankings for additional, more competitive keywords.
Website redesign, speed and user experience
We redesigned the website so it worked for homeowners in a hurry: clear services, visible phone numbers, simple navigation and strong calls to action. We optimized site speed so pages load quickly on mobile, and improved user experience so visitors could find what they needed and get in touch without friction. Effective website design and content were key contributors to the results.
Content writing and on-page SEO
We wrote service and location content that answered real homeowner questions, then applied on-page SEO so each page targeted a clear set of searches with well-structured titles, headers and internal links.
The results: rapid growth from a standing start
Solace saw rapid growth, including a nearly 58% increase in traffic within a month, aided by the DataPin check-ins, and keywords ranking in Google’s top 10.
Google Search Console, last 90 days (three-month comparison):
- Clicks increased by 1185.71%
- Impressions increased by 288.222%
Google Analytics, last 28 days:
- Users increased by 57.7%
- Sessions increased by 45.8%
Impressions show how often Solace appeared in search; clicks show how often people chose it. Clicks growing far faster than impressions means Solace was not just appearing more, it was appearing in positions and for searches where homeowners actually clicked through. For an HVAC business, that is the difference between visibility and booked jobs.
Lessons for HVAC and home service businesses
- Sequence your keywords. Start with specific service-plus-city searches to win early, then build toward the big terms.
- Prove you work locally. Check-ins and job-based content show Google and homeowners where you actually operate.
- Your Google Business Profile is a sales channel. Categories, services and accuracy directly affect map visibility.
- Design for urgency. People with a broken AC want a phone number and reassurance, fast.
- New businesses can grow quickly when technical, local and content work happen together rather than one at a time.
How to apply this to your business
- List every service you offer and pair each one with your city and key suburbs to find early keyword targets.
- Review your Google Business Profile categories, services and service areas.
- Start documenting completed jobs with location-tagged check-ins or job posts.
- Make sure your phone number is visible and tappable on every mobile page.
- Check your site speed on a phone and fix the slowest pages first.
- Track Search Console clicks and impressions monthly, not just rankings.
FAQ
How long does SEO take for an HVAC company?
Specific, less competitive local searches can start sending traffic within a few months, as they did here. Ranking for broad, competitive terms in a large city usually takes six to twelve months of consistent work.
What are check-ins and do they help local SEO?
Check-ins are location-tagged posts about completed jobs, published to your website. They add fresh, locally relevant content and show you work in specific areas, which supports local relevance. They work best as part of a wider local SEO program.
Is SEO worth it for a new home services business?
Yes, if it is planned well. Targeting precise, high-intent local searches first can bring calls early, while longer-term work builds rankings for bigger terms. Many new businesses pair SEO with some paid ads while organic visibility grows.
Want more calls for your HVAC or home services business? See our SEO services, explore lead generation or book a strategy call.
