The case of a solopreneurship venture based in the HVAC industry, with most clients referred through local area connections. Led by Lorant, Manoklima aspired to expand in terms of revenue, workforce, and scope of operations over a period of 1-3 years. Recognizing that this growth would necessitate a steady influx of new clients, we partnered to establish a robust online presence for Manoklima.
When we started working together, ManoKlima’s services included electrical works, air conditioner, and heat pump-related works, with a focus on AC-related services. Since then, its operations expanded and it also offers the installation of security camera systems, and IT network building services. Lorant’s contracts were mainly from the greater local area, occasionally from the capital as well. He was starting to gain recognition locally and had a growing number of business requests and returning customers. Taking advantage of the momentum, he was gaining new qualifications, for example for industrial air conditioner maintenance. The entrepreneur aspired to build something solid that can support his family in the long term.
Our client said:
“They previously created a website, I was very satisfied with their work as it turned out really great. That's why I decided to sign a contract with local SEO and achieve more and more success. I am very grateful for their work and I strongly recommend them.” – Lorant Polya, Manoklima
The primary challenge was the saturated HVAC market and the competitiveness of relevant keywords. The top-ranking websites for HVAC-related keywords were not only visually appealing but also rich in content. Additionally, Manoklima had no previous online presence, and Lorant lacked familiarity with online marketing strategies. However, having seen the transformation of another client (SafarBau) in a similar situation, Lorant placed his trust in our process.
Our strategy involved a modest investment in global SEO, due to the high-level competition, and a steady buildup of content over the following year. We initiated the process with four SEO-optimized blog articles each month, aimed at ranking for long-tail target keywords relevant to Manoklima's services, which include electrical works, air conditioner, and heat pump-related works, with a focus on AC-related services. When the website got ready and the client was satisfied with our work, he contracted us for Local SEO as well.
As a very first step, we looked at Google’s TOP10 results for the keywords most relevant to Manoklima. Our complex SEO tool, SEMrush provided invaluable insights into the competitors' online presence. By looking at these successful websites, we found ways to improve and make our client's website stand out.
Aligning with current trends, we developed a mobile-first website design, characterized by elements like larger font sizes, simplified navigation, and swift loading times. The website comprised a homepage, About Us, Blog, and Contact Us pages, along with three service pages. The Contact Us page was integrated with a contact form, Messenger for live chat, and Google Maps. The service pages were optimized for search engines based on our keyword research.
Given the nature of the business, our major focus was on local SEO. We aimed to place Manoklima.hu in the 'local 3-pack' of Google search results. This is the section of search results in Google that appear under the map section if someone searches for the given keywords in the given region, for example, 'air conditioner maintenance Cegléd' (where 'Cegléd' is the city where Manoklima is located). The reason why getting into the ‘local3-pack’ is essential is that it possesses a whopping 66% of the clicks, and the rest of the websites get only the remaining 34%. The same applies to searches on Google Maps itself, ie. the local 3-pack is the king.
Our local SEO steps included:
The content creation process commenced with extensive keyword research, based on which we developed a Content Strategy or Topical Authority Map. This is a logical structure that organizes the keywords according to search hierarchy and search volume so that the long(er) tail keywords with lower search volume are at a lower level of the structure/’content tree’ and are supporting short(er) tail keywords with bigger search volume at higher levels of the structure. This is a highly complex and very important step in the SEO process, especially nowadays in the age of AI-based SEO content writing. Having a high volume of SEO blog articles without the right structure and topical relevance will not bring results.
The SEO tool NeuronWriter was employed to ensure that our content consistently outperformed the best of Google's TOP10 competitors.
We utilized SEMrush for real-time tracking of our SEO efforts and for sending detailed, transparent monthly reports to Manoklima, which included backlink analytics and keyword rankings.
Promising results were showing up consistently:
In a testament to Lorant's satisfaction and trust in our work, he requested two additional service pages a few months into our partnership, extending Manoklima's services to the installation of security camera systems, and IT network building services. The owner was also able to hire two more employees to cope with the growing number of service requests.
We’re happy about Manoklima’s success and are pleased to assist in its upcoming business growth phases. We’re sure that the company will attain those soon enough.