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Tom Murphy


Jennings Heating & Cooling Co. Inc. is a one-stop shop for all heating, ventilation and air-conditioning, or HVAC, needs. Jennings operates in Akron, Ohio, and tackles any job from repairing commercial boilers to installing residential gas fireplaces. Because of the trend toward alternative energy, Jennings has also begun providing green solutions for its customers’ concerns. The company employs 20+ employees and currently serves the Akron area.

The Challenge

Jennings wished to increase their overall sales through more effective marketing. Traditional strategies, such as printing flyers, attending trade shows or producing television advertising, are seeing an overall decline in efficacy. They also wanted to achieve higher rankings and more organic traffic from online search engines to increase their online leads.

The Solution

4531535_sBy re-creating a website for Jennings, which included an ongoing online marketing campaign, we successfully addressed all of the company’s points of pain.  This included creating blog posts that spoke to customer’s questions and concerns as well as creating effective landing pages designed to match searcher’s intent and increase conversions.  By devising and implementing specific keywords and phrases that acted as “the hook” for new customers, and balancing everything with an overall thrust designed to create repeat customers, we have produced a great return on their investment.

We achieved this through what’s known as search engine optimization, or SEO. We analyzed customers’ preferences, not only in the products and services they desired but also the styles of website and communications they preferred, and through SEO, tailored Jennings’ web presence to match. Because members of the current generation of customers are more tech-savvy than ever before, they appreciated the newfound ease of using Jennings’ website, especially because we designed it to be mobile friendly.

The Results

Our efforts bore fruit almost immediately, and Jennings has seen a steady increase in both new and repeat customers along with its rising web traffic. Over a three-year period from June 2011 – June 2014, website traffic grew astronomically.

  • For the period of June 2011 – May 2012, the average total number of site visits per month were 627.
  • From June 2013 – May 2014, the total average visits per month were 937, which is a 49 percent growth.
  • In June 2014, the total number of visits were 1,440.

That’s higher by an additional 54 percent.


Analysis of these solid, irrefutable results indicates that the web traffic will continue rising as more and more repeat customers find themselves satisfied and tell their friends and colleagues. So far this year all top level metrics we are measuring are up by significant percentages as seen in the graphic below.  We determine our success by measuring yours, and these numbers show that both Jennings Heating & Cooling Co. Inc. and Sanctuary succeeded and continue to see success.

Jennings Heating & Cooling Co. Inc.
images for SEO success

With the Super Bowl right around the corner, there’s always a ton of buzz around the commercials, of course.  Who’s going to have the best commercial, the most clever commercial, the funniest, etc.

Now imagine if those commercials were just text.  Would be pretty boring, wouldn’t it?  Would they capture your attention at all?  Would any commercials stand out from the rest of the pack?  Would you run and tell your friends about the awesome commercial you saw that had 389 words on the screen?  My guess is a resounding NO.

images are important for seo successSo why should a Super Bowl ad be any different from your site content?  After all they’re both forms of marketing, right?  You’re probably asking yourself “what’s with all the questions?  Do you work for the FBI or something?”  No, but if I did, I would interrogate you as to why you’re not taking advantage of using images as part of your content marketing strategy.  Let me make a declarative statement.  Images are important for SEO success.

Images Help Your Content Stand Out

This is no shocker, but something that too often gets overlooked.  The emphasis these days is all about creating valuable, quality content, but great content alone is not going to move the needle and set you apart from the rest of the pack.  Your content needs to be easily digestible, and great images help support that notion and take it to a higher level.

images for SEO successYou know the old phrase “a picture is worth a thousand words”?  Well that applies to your site as well.  The internet has become such a visual playground, which means that incorporating images can only help your online marketing efforts.  After all, if I wanted to read a novel, I’d go to Barnes and Noble.

Most popular blog posts and landing pages tie in well placed, supporting images.  That’s because the content is more shareable and entertaining. Sites like Buzzfeed, Reddit, Digg, Pinterest, and a host of others are paving the way for how to use images to your advantage.

How To Optimize Your Images for Better Search Engine Rankings

Whether you have realized this yet or not, images can actually generate a ton of traffic to your site from Google images and other image- based search engines.  Google bots however cannot read images, so you have to tell them what the picture is about. Learning some basic ways to optimize your images will help get them indexed and score you some additional visits.  Let’s take a look at four important factors and best practices when optimizing your images.

  1. Create/submit Google image sitemap – To give Google information about the images on your site you need to update your existing sitemap or create a new sitemap and add image-specific tags.  For each URL listed in your sitemap, you can add important information about your images.  The nice thing is, you can use sitemap extensions to provide Google with exactly the right information.  For more information about adding images to your sitemap, follow these easy instructions in the Webmaster Tools Help Center.
  2. Make sure your file sizes are as small as possible – Page load times matter and are an important SEO factor.  Don’t sacrifice quality, but ensure that your images don’t bog down your site.  Use an editing program to get the desired size or consider a plugin or API like WP Smush.it to automate this process.  Should be striving for less than 70k in jpeg format.
  3. Name your image file accordingly – Pick a descriptive file name for your images.  Typically this should be something sweet and to the point.  Make it something you’d like to rank for, but don’t go over the top to make it unnatural and only keyword focused.
  4. Use good alt tags – The alt tag is part of the image HTML tag.  Give your image a description to tell what the image is about.  Should be keyword focused, but also make sure it is related to the page it is on.  Again though, don’t go keyword stuffing.

Some content management systems such as WordPress allow you to specify an alt-description when you upload an image.  See screenshot below for how easy the editing interface is.

adding alt tags to images in wordpress

The bottom line is that if you’re going to spend the time and effort (and sometimes the money) to create content for your site, take the extra five minutes to optimize your images for additional search engine benefit.  It’s like baking a cake and not icing it.  Who doesn’t want the icing on the cake?

Time for Kickoff

If you haven’t already started incorporating images into your content marketing plan, put down the chips and salsa because now is the time to do so.  Is it the most prominent factor when it comes to online marketing?  Not by a mile, but it can make the difference between your page content being good and being great.

If you’re looking for a championship caliber internet marketing team, we can help.  Feel free to contact us anytime to discuss your internet marketing goals.

Using Images for SEO Success

2014 organic search marketing trends2013 was an interesting year for SEO’s and internet marketing professionals alike.  With Google releasing algorithm updates like they were going out of style, even the most experienced experts were left playing catch up. Like every year that passes, the world of online marketing saw a number of new trends and practices emerge and those that were able to persevere are likely reaping the benefits heading into 2014.

If you are a business owner or marketing officer and have been keeping up with the latest news and trends in the world of online marketing, then bravo.  If you’re like most everybody else whose time and effort is better served managing the ins and outs of running your business, then put on your reading glasses. Let’s take a look at 4 organic search marketing trends for a successful 2014. (more…)

4 Organic Search Marketing Trends to Look for in 2014