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Holliday Heating
Case Study
Home Services
SEO
35.9%
Increase in Tracked Conversions
Learn how SEO helped Holliday Heating expand into new local markets without diluting the quality of its conversions.
The Problem
Holliday Heating needed to keep growing organic visibility and customer actions at a scale that was already substantial, without sacrificing the quality or conversion potential of incoming traffic. Its site leaned on a single regional service-area mention rather than pages built for individual communities like Spokane Valley, Liberty Lake, Coeur d'Alene, and Post Falls — leaving competitive, seasonal, and often urgent HVAC search demand largely uncaptured across those markets.
A Deeper Dive
A closer look at the challenges
Challenge
01
The site relied on a single regional service-area mention rather than pages built for individual communities the practice already served, leaving local search demand across those markets uncaptured.
Challenge
02
HVAC search demand is competitive, seasonal, and often urgent, meaning any geographic expansion needed to be timed carefully to actually capture rising demand.
Challenge
03
Growing traffic at scale risked diluting conversion quality if the expanded reach didn't convert as well as the existing traffic.
The Solution
The Digital Resource team built city-specific landing pages for the Inland Northwest communities Holliday already served but hadn't targeted individually, timed seasonal content to peak cooling demand, and aligned internal linking and call tracking — expanding geographic reach without sacrificing conversion quality.
Implementation
Step 1
We built new location pages for Spokane Valley, Liberty Lake, Coeur d'Alene, and Post Falls, each anchored to the "24/7 Emergency Service" and "Fixed Right or It's FREE" guarantees that differentiate the brand.
Step 2
We published cooling-system content timed ahead of peak summer demand, landing squarely inside the reporting window.
Step3
We updated internal links from the core heating and cooling service pages to route traffic to the new local pages.
Step 4
We reviewed Google Business Profile categories and service attributes against the expanded page set, and audited call-tracking numbers so phone conversions — which matter heavily for emergency HVAC — were captured accurately alongside form submissions.
Impact
35.9%
Increase in Tracked Conversions
384,612
Search Impressions
10,686
Organic Sessions
