95% of organic leads originated from backlink-supported pages.
The backlink program was central to the strategy, not an afterthought. By targeting high-authority placements aligned with LGHC's core service areas, we built a foundation that accelerated indexing, strengthened rankings, and directly contributed to lead quality.
Organic Search Dominance for LG Home Comfort
A content and backlink strategy that turned organic search into the top lead-generating channel for a leading HVAC brand.
About
LG Home Comfort is a leading HVAC company offering energy-efficient heating and cooling technology for residential and commercial properties across Canada. Their commitment to comfort, quality, and sustainability makes them a trusted name in the home services industry.
The challenge
LG Home Comfort faced challenges in attracting quality organic search traffic. Their content was drawing in irrelevant visitors, not potential buyers. A content audit showed gaps in topic coverage and audience relevance. With $30K monthly in paid media, they needed organic search to be more effective.
Objectives
Formulate and implement a targeted SEO content strategy that focuses on bottom-of-funnel keywords. Address significant content deficiencies identified through an exhaustive content analysis. Draw in qualified, high-intent traffic from pertinent local markets. Enhance domain authority through a meticulously planned backlink initiative. Propel organic growth to diminish dependency on paid media expenditures.
The website & content strategy
The Influence Agency conducted a thorough content analysis to identify gaps in LGHC's pages. Collaborating with stakeholders, we crafted a content strategy focused on customer needs and local markets. A strong backlink program was integrated to boost page authority, leading to significant results within three months. Content launched from January to March 2024, resulting in a 433% increase in organic traffic by year-end.
By the numbers
Backlink Strategy
Speed to Results
Meaningful organic growth achieved within 3 months of content deployment.
Typically, new SEO content requires six months or more to gain traction. By pairing content creation with a proactive backlink strategy from day one, we were able to compress the performance curve and demonstrate clear momentum to stakeholders far ahead of schedule.
Organic vs. Paid
Organic leads surpassed paid media, despite a continued $30K/month paid investment. By the end of 2024, organic search had become LGHC's number one lead source, outperforming an active and well-funded paid media program. This shift represented a meaningful improvement in lead acquisition efficiency and long-term channel sustainability.
816%
Organic Lead Growth (YoY)
433%
Increase in Organic Traffic
95%
Backlink-Supported Pages
3 months
Time to Measurable Results
Why it worked
LG Home Comfort's success stemmed from integrating content and backlinks into a cohesive strategy. This approach ensured pages targeted the right audience and gained the authority to rank quickly. By aligning research with execution, we created relevant pages that resonated with both search engines and customers, allowing organic search to surpass paid media as the top lead source.