Clover Services

How We Reached a 160% Increase In Organic Traffic for An HVAC and Plumbing Company

Client Situation

Clover Services is one of the leading HVAC and plumbing service companies in Fairfax, Virginia. They have been specializing in air conditioning and heating services for more than 40 years now. Clover Services has received the Angie’s List Super Service Awards and more than 200 Google 5-star reviews.

We’ve been working with Clover Services since February 2021, helping them in establishing their digital presence.

Increase in GMB Actions
Increase in Organic Traffic
Increase in Organic Keywords


We’re going to summarize and feature some of the most significant metrics that we were able to improve, as well as several other secondary metrics. We were able to accomplish these results over a 10 months period, between January 2021 and October 2021.

  1. Over the course of 10 months, we increased Clover Services’ organic traffic by 160%. The increase in organic traffic is a result of the significant increase in keyword rankings 
  2. While we were working with Clover Services and helping them with their digital presence, they were able to grow their lead numbers that come through the organic and paid channels by 80%
  3. Local SEO results are up 183% for our GMB listing views and total GMB actions improved 344%
  4. The overall number of keywords that we rank for in Google improved by 232% and keywords in the top 3 results increased by 200%


When we started working with Clover Services, the first thing that we implemented was automating their marketing processes by bringing our tools and methodologies. We redesigned their website completely, re-optimized their existing pages and created new pages for their services, services areas, blog, set up proper conversion tracking for all the important metrics, etc. In addition to implementing our tools and processes, we ran our standard campaigns for the SEO marketing channel.

Search Engine Optimization (SEO)

At the beginning of our SEO campaign we conducted thorough keyword research and competitor analysis in order to identify hvac- and plumbing-related keyword opportunities. In other words, the initial keyword research was based on all hvac and plumbing services that Clover Services provides (i.e. ac installation/drain cleaning).  We also conducted competitor analysis to identify low hanging fruit opportunities (keywords with small to mid search volume and low competition) that we would be able to rank for very quickly. Given that SEO was never done on the website previously, we knew that we wouldn’t be able to rank well for very competitive keywords right away and we didn’t want to build our campaign around trying to rank for those keywords while not having any immediate results. With a very focused keyword strategy laid out, we re-optimized existing pages and created new service, city and blog pages for the Clover Services website.

We have also been running campaigns to attract natural links from other local businesses and industry relevant websites to support the keyword ranking efforts.

Though SEO campaigns typically take about 6 months to start bringing noticeable results, we already could see a gradual traffic increase starting from the second month for the Clover Services website. Then once we launched the new website (end of June 2021) and all of our SEO campaign activities started to generate results, we have seen an increase in organic traffic of 160% in only 10 months.

Furthermore, by means of producing high-quality content and combining it with regular on-page and off-page SEO efforts, we were able to grow our keyword base numbers that Clover Services ranks in Google by 232%. As of the end of June 2021 (when we launched the new site), Clover Services was ranking for 231 keywords as opposed to 767 keywords now. We also improved numbers for the top 3 search results from 9 to 27.


Local SEO

We optimized all of Clover Services’ profiles on all local directories such as Yelp, Angi, etc. We also improved the optimization of the Google My Business page. As a result of our optimization efforts we increased the total views by 183% and total actions (this includes phone calls from the listing, requests for direction to the office and direct visits to the website) taken on our GMB listing by 344% since we started working together. We implemented a system that allows Clover Services to acquire reviews automatically and that allowed the business to double its number of reviews on the Google My Business listing.

Paid Media

Apart from SEO and Local SEO campaigns, we optimized the paid media channels that also yielded results. We launched Google and Yelp ads, and Google Guaranteed Program among several others.

With those campaigns we were able to generate about 90-100 additional leads on a monthly basis.

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