How a longtime Atlanta HVAC business drove 34% more traffic to their website

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Cardinal’s Continued Efforts resulted in:


increase in organic website visits


increase in page views

6% White Arrow Down

decrease in bounce rate

EMP Company Overview

Company Overview

Serving the greater Atlanta area since 1985, Empire Heating and Air Conditioning provides a variety of HVAC services, including the installation and repair of boilers, hydronic heating, heat pumps, and water heaters — any make and model.

All of its technicians are certified, friendly, and bring years of experience to every job. Most importantly, the company prides itself on superior customer service, a commitment that is reflected in its sterling reputation as a top HVAC company in the Atlanta area.


The market for HVAC services in Atlanta is competitive. Empire Heating and Air Conditioning engaged Cardinal Digital Marketing to evolve its digital marketing strategy to keep up with the new ways people seek out HVAC services online.

Specifically, they need to update their website structure and content, including on-page and technical search engine optimization (SEO). Their objective was to drive more traffic to their website and, ultimately, generate new business.

EMP Case Study Marketing Problem


How we optimized for page speed and mobile

Mobile-optimized web pages and fast sites are essential to ranking well on search engines. When consumers use search engines to find HVAC services around Atlanta, they don’t want to waste time. To improve the website load speed times for Empire Heating and Air Conditioning, our team implemented a variety of website best practices, including code optimization, limiting HTTP requests, and reducing or eliminating redirects.

In addition to optimizing all pages with title, header, and meta description, we implemented new schema code to further help major search engines read and index Empire’s web pages.

EMP Website Google Analytics
EMP Redesigned Website

How we improved website functionality and usability

Our team updated the Empire Heating and Air Conditioning website to be more functional and usable for website visitors through a variety of website usability best practices.

This included building in search-friendly URLs, secure protocols, and ensuring that all of the company’s digital resources were properly indexed by Google. Improvements to site structure and navigation now help visitors find content easier, which has led to noticeable improvements in both bounce rate and overall engagement.

How we updated and added content

A full audit of all existing Empire Heating and Air Conditioning revealed some opportunities. To increase visibility for seasonal keywords, we built a dedicated landing page for heating services. We also found and fixed all broken links and improved internal linking between existing content.

Our content team also helped Plumb Xpress publish new blog posts on topics relevant to plumbing consumers and professionals. We engaged in link building activities, including submitting these blog posts to local directories, distributing press releases, and generating guest blog posts on other sites, to make sure this content was being seen (and impacting SEO).

EMP Website Rewritten Content


Our collaborative efforts around website optimization and SEO generated some impressive and interesting results. Overall, more people are now finding and clicking through to the Empire Heating and Air Conditioning website—organic search traffic has increased 34%. The site also ranks on the first page for five high-volume target keywords, which collectively garner more than 1200 search results a week.


increase in organic website visits


increase in page views

6% White Arrow Down

decrease in bounce rate

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