SEO Case Study: How Big Sky Increased Ranking Keywords From 58 to 143 in Just 90 Days

The Challenge

When Build Epic Consulting began working with Big Sky Cooling, Heating & Home Services, we identified several opportunities that were limiting the company’s online visibility.

Big Sky is a family- and veteran-owned HVAC company serving Scottsdale and surrounding communities. Like many growing businesses, they had a solid foundation but needed a strategic SEO plan to maximize their online presence and compete more effectively in a highly competitive market.

During our initial review, we identified several areas for improvement, including:

• Technical SEO deficiencies
• Limited keyword visibility
• Underutilized local SEO opportunities
• Service pages that could be strengthened
• Limited Scottsdale-focused content
• Missing FAQ and schema opportunities
• Areas where website structure and internal linking could be improved

While none of these issues were catastrophic individually, together they were limiting Big Sky’s ability to maximize its visibility in search results.

The First 90 Days

Our goal was simple: build a stronger SEO foundation while improving local visibility and creating opportunities for long-term growth.

Rather than chasing shortcuts or quick fixes, we focused on strengthening the areas that have the greatest impact on sustainable SEO performance.

Technical SEO Improvements

The first step was addressing technical issues that could impact search visibility and website performance.

This included reviewing and improving:

• Website structure
• Metadata and page optimization
• Internal linking
• Indexing opportunities
• Content organization
• Overall, on-page SEO elements

A strong technical foundation helps search engines better understand a website and improves the ability of pages to rank for relevant searches.

Local SEO Enhancements

Because Scottsdale is one of the most competitive HVAC markets in Arizona, local relevance became a major focus.

Our efforts included:

• Scottsdale-focused content development
• Local SEO enhancements
• Google Business Profile improvements
• Service area optimization
• Location-based keyword targeting

These improvements helped strengthen Big Sky’s visibility for searches related to HVAC services in Scottsdale and nearby communities.

Content and AEO Improvements

As search continues to evolve, businesses need content that supports both traditional SEO and Answer Engine Optimization (AEO).

To strengthen Big Sky’s content strategy, we implemented:

• New FAQ content
• Structured schema markup
• Service page enhancements
• SEO-focused blog content
• Answer-focused content designed to support AI-driven search experiences

These updates helped improve content depth, user experience, and search visibility across the website.

Building Authority Over Time

SEO success isn’t just about keywords.

It’s also about trust and authority.

As content quality improved and optimization efforts expanded, Big Sky’s website began building stronger authority signals that helped improve overall visibility.

This created opportunities to rank for more relevant searches and expand the website’s online reach.

The Results After 90 Days

While SEO is typically considered a long-term strategy, meaningful improvements can often occur much sooner when a website has strong potential and a clear plan.

Within the first 90 days, Big Sky experienced measurable growth across several key performance indicators.

Ranking Keywords

When the campaign began, Big Sky ranked for approximately:

58 keywords

After 90 days:

143 ranking keywords

That’s an increase of approximately 146% in keyword visibility.

Domain Authority

Big Sky’s Domain Authority improved from:

15 → 20

An increase in authority helps support stronger visibility and long-term SEO performance.

Website Traffic

During this period, Big Sky experienced:

34% growth in overall website traffic

This increase reflected stronger visibility and improved engagement from users searching for HVAC services.

Lead Activity

Most importantly, the client reported an increase in incoming leads as visibility improved.

While rankings and traffic are important, the ultimate goal of SEO is to help businesses generate more opportunities and grow.

Why These Results Happened

One of the biggest misconceptions about SEO is that rankings improve because of a single tactic.

In reality, successful SEO campaigns are usually the result of multiple improvements working together.

For Big Sky, growth came from:

• Technical SEO improvements
• Local SEO enhancements
• Scottsdale-focused content
• FAQ and schema implementation
• Service page optimization
• Internal linking improvements
• Consistent content development
• Authority-building efforts

The combination of these strategies helped create measurable improvements within the first 90 days and established a stronger foundation for continued growth moving forward.

The Takeaway

SEO is not about shortcuts, tricks, or chasing algorithms.

It’s about creating a strong foundation that helps your business become more visible, more trustworthy, and easier for potential customers to find online.

Big Sky’s results demonstrate what can happen when technical SEO, local optimization, content strategy, and long-term planning work together.

While every business is different, the fundamentals remain the same:

• Visibility
• Authority
• Content
• User experience
• Consistency

These are the elements that drive sustainable SEO growth.

Ready to Improve Your Online Visibility?

If you’re looking to increase rankings, generate more leads, and build a stronger online presence, Build Epic Consulting can help.

We work with businesses throughout Phoenix, Scottsdale, and beyond to develop SEO and AEO strategies designed for long-term growth.

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