We increased new users from organic search by more than 72% within 10 months

AB May needed a local SEO vendor that didn’t rely on checkbox solutions to grow organic traffic.


Increase in new users


Decrease in bounce rate


Increase in sessions

The Client

A.B. May Heating, A/C, Plumbing & Electrical, based in Kansas City, Missouri, provides residential HVAC, plumbing, and electrical services and has been in business since 1959.

The marketing team at AB May realized that their organic presence wasn’t getting a lot of attention. They felt their vendor was using more of a “checkbox” solution instead of implementing ongoing strategies to increase organic rankings in key markets.

AB May brought on RicketyRoo for this reason. They wanted a vendor that would look at current rankings in key markets, and come up with a plan to increase organic rankings.

The Plan

During the first 3-4 months of any engagement, we like to make sure we’re building on a solid foundation.

Prior to us getting started on any technical audits, we were already aware of some issues we knew would be fixed.

AB May serves a fairly large market, including Kansas City. When looking at the location pages that had already been built, we found that the content was duplicated.

This is not the correct way to approach building out location pages. The previous agency created one location page, then created carbon copies for other locations and just updated the city name.

Not only did those location pages never rank for their targeted keywords (duplicate content), no specific keyword research was done for the locations.
You would be surprised how people search differently in other locations, even the town over. Until the research has been done, you’re just making assumptions.

Over the course of the first 3 months, we;

  • Set up keyword rank tracking (1100 total keywords tracked)
  • Keyword research and segmented research by location
  • Performed a technical & on-site SEO audit
  • Did a toxic link audit
  • Local listing data scrub
  • Full competitive analysis
  • Blog post & page prune audit
  • Google My Business spam monitoring & submission
  • Identified local sponsorship opportunities
  • Weekly Google My Business posts
  • Implemented technical & on-site SEO recommendations
  • Build out our next 3 month roadmap

The last deliverable within the first 3 months is one thing that sets us apart from most agencies.

Usually, when you sign an agreement, you’re agreeing to a 6-12 month campaign that has been pre-built.

It seems like a good idea but is it? No, not at all.

You can’t outline 6-12 months of work until you’ve done all of the work needed in order to justify what you’re agreeing to.

Instead, we operate in 3-month sprints. At the end of that 3rd month, we evaluate where we are and then build out our deliverable for the next 3 months.

There is no checkbox solution and each deliverable needs to be justified.

The Results

Within the first year of working with AB May, we began deploying our strategies to start ranking in key markets where no presence was previously had.

We see continuous gains from relevant organic traffic in key markets, resulting in more service calls for AB May.
Organic traffic comparison YoY

RicketyRoo has been a great company to work with! Our past experiences with SEO companies involved locking into 12-month contracts with the agency doing a lot of technical busy work in the first month and then seemingly coasting for the next 11. Until working with Rickety Roo, we were never really sure if the SEO “experts” really knew what they were doing and if they were keeping up with the ever-changing SEO landscape. We interviewed several SEO agencies before deciding to work with RicketyRoo. Within 15 minutes of our introduction call, Blake was walking us through many of the technical issues with our site as well as several offsite strategies that our past SEO consultants had failed to take advantage of. Working with Rickety Roo has been a great experience. In addition to seeing the results of Rickety Roo’s work first hand, the fact that Blake is a Local Search Ranking Factors contributor and is mentioned in several Moz experts panels gives me a lot of assurance that he knows what he is talking about and is helping us take advantage of the latest local SEO knowledge.
Drew Timberlake

CIO, A.B. May Heating, A/C, Plumbing & Electrical

If you’re sick and tired of seeing your competitor’s beat you in search or are frustrated with your current vendor, let’s chat.

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