SEO Roadmap Optimization for Business Example

To build trust with search engines and customers, it’s essential to clarify and unify the company’s branding across all platforms. Consistency enhances recognition and authority.

Unify the Name Across Platforms: The current business name is inconsistent across the website, Google Business Profile (GBP), and local directories. It is recommended to incorporate geo-specific and keyword-rich terms in the brand name for SEO benefits. Ensure the official business name is documented (DBA) for GBP updates. Examples of current inconsistencies:

• CM Charlotte – Century Air Conditioning & Heating

• Century Air Conditioning & Heating

• CM Charlotte HVAC

• Standardize phone numbers and addresses across the website and local directories to boost authority and trust.

• Correct discrepancies on external platforms. For example, the Yelp page address differs from the website and GBP: Yelp Business Page.

Redesign Logo for Brand Consistency: A clear, recognizable logo improves user trust and helps Google identify the brand effectively.

Align the GBP with the website for seamless user experience and maximum visibility.

• Update the GBP status from "closed" to "open."

• Confirm and display 24/7 availability on both the website and GBP.

• Implement a review generation strategy to improve review frequency and rating.

• The last review was a 1-star rating two months ago, with only 11 total reviews. Target two new reviews per week to stay competitive.

• Competition comparison when searching from “HVAC services near me”

Expand GBP Categories: Ensure that all relevant service categories are listed:

• HVAC Contractor (Primary) — current

• Air Conditioning Contractor — current

• Heating Contractor — current

• Air Conditioning Repair Service — add

• Furnace Repair Service — add

• Air Duct Cleaning Service — add

(If the business offers a service, adding it to GBP is beneficial as long as it stays within Google’s category limit.)

Optimize Service Areas: Analyze customer data to identify the best areas for growth. Adjust service area listings on GBP and the website accordingly. Align service area content with customer data for maximum impact.

A streamlined user experience with visible calls-to-action (CTAs), optimized headings, and consistent information can greatly enhance conversion rates.

• Ensure key CTAs (Call Now, Email, Contact Form) are always visible on both desktop and mobile.

• Add easily accessible CTA buttons for mobile users.

• For desktop, ensure the phone number, address, contact form, and email icon are part of the header and remain accessible upon scrolling.

• Use headings to tell a clear story while optimizing keywords.

• Simplify and organize the current heading structure for better SEO impact.

• Add keyword-rich internal links to connect the homepage with relevant service pages.

• Ensure links are natural and enhance user experience.

• For emergency services like HVAC, it’s crucial to display 24/7 availability prominently above the fold.

• Showcase how the company supports veterans, active military, and first responders through discounts or charity involvement. This enhances local authority and customer trust.

• The current BBB logo links to an unclaimed page with an incorrect address and name: BBB Profile. Either update or remove the logo.

Well-structured, optimized content is key to improving rankings and user engagement.

• Ensure each page has a keyword-optimized title and H1 tag.

• Descriptions should be eye-catching and contain the primary keyword and relevant details about the page.

• Create custom landing pages for key service areas.

• Include localized content, customer reviews, examples of work done in the area, and information about local charities the business supports.

• Include photos and bios of the team. Customers value transparency and personal connection. Team pages are often among the most viewed pages on business websites.

Address technical issues that affect site performance and crawlability.

• Use Google PageSpeed Insights to analyze performance.

• Implement improvements to enhance load time and mobile responsiveness.

• Ensure schema is accurate and reflects updated information.

• Add FAQ schema on relevant pages for enhanced search visibility.

• Identify and fix 404 errors, review 302 and 301 redirects, and clean up site structure as needed.

Building a robust backlink profile can significantly improve domain authority and rankings.

• Study competitors to identify high-value backlink opportunities.

• Sponsor local events and get listed in authoritative local directories.

• Build relationships with community organizations for local backlinks.

Branding Consistency High Medium 1

GBP Optimization High Medium 1

Homepage & CTA Redesign High Medium 1

Content Expansion (Service Areas) High High 2

Technical SEO & Site Speed Medium Medium 2