Mr B's SEO Case Study - Zellus Digital Marketing

Local SEO Domination: Mr. B’s Air Duct Cleaning

36 #1 Rankings Across Middle Tennessee in 4 Years

Professional Air Duct & HVAC Cleaning Services

Campaign Period: October 2020 – October 2024
Service Areas: Nashville, Brentwood, Franklin, Murfreesboro, Columbia, TN
Agency: Zellus Marketing

#1 Rankings Achieved

Max Position Increase

79%

Keywords in Top 10

Markets Dominated

The Challenge

Mr. B’s Air Duct Cleaning, a family-owned HVAC and air duct cleaning service operating across Middle Tennessee, faced the classic challenge of competing in multiple local markets simultaneously while trying to establish brand authority in a highly competitive home services industry.

Multi-Location Competition: Needed to rank in six different Tennessee markets (Nashville, Brentwood, Franklin, Murfreesboro, Columbia, and surrounding areas), each with its own competitive landscape.

Established Competitors: Competing against national franchises and long-established local competitors with significant domain authority and existing market presence.

Service Visibility Gap: Core service keywords like “air duct cleaning” and “hvac cleaning” had inconsistent rankings across target markets, limiting lead generation potential.

Local Search Complexity: Each geographic market required targeted optimization while maintaining cohesive brand messaging and technical SEO standards. Mr B’s in headquartered in rural, small town Columbia.

Seasonal Demand Fluctuations: HVAC and air duct cleaning services experience seasonal search patterns requiring year-round visibility to capture consistent leads.

Our Multi-Market SEO Strategy

Zellus Marketing developed and executed a comprehensive local SEO strategy designed specifically for multi-location home service businesses:

1. Geographic-Specific Landing Pages

Created dedicated, fully-optimized location pages for each target market (Brentwood/Franklin, Nashville, Murfreesboro, Columbia)

Developed unique, valuable content for each location highlighting local service areas, testimonials, and community involvement

Implemented location-specific schema markup and structured data to enhance local search visibility

Optimized meta titles and descriptions for geo-specific search intent

2. Technical SEO Foundation

Comprehensive site architecture optimization to support multiple location pages without cannibalization

Mobile-first optimization ensuring excellent user experience across all devices

Page speed optimization and Core Web Vitals improvement

Internal linking strategy to distribute authority across location pages

3. Authority Link Building

Created educational content addressing common customer questions about air duct cleaning, HVAC maintenance, and indoor air quality

Published seasonal content to capture search demand throughout the year

Developed service-specific pages for dryer vent cleaning, HVAC cleaning, and related services

Get featured on hundreds of websites

4. Ongoing Optimization & Monitoring

Monthly ranking monitoring across all keywords and locations

Continuous content updates based on search trends and competitor analysis

Regular technical audits to maintain optimal site health

Conversion rate optimization to maximize lead generation from organic traffic

Outstanding Results: Market-by-Market Domination

Overall Performance Highlights

Over the 4-year campaign, Mr. B’s Air Duct Cleaning achieved remarkable results across Middle Tennessee:

36 #1 Rankings – Top position secured for critical commercial keywords across all target markets
87 of 110 Keywords in Top 10 – 79% of tracked keywords ranking on page one
59 Keywords in Top 3 – Premium SERP real estate across multiple locations
45-Position Jump – Largest single keyword improvement for “duct doctor” in Brentwood

Position #1 Rankings by Location

Nashville, TN

#1 for air duct cleaning near me
#1 for air duct cleaning services
#1 for duct cleaning services
#1 for air duct cleaners near me
#1 for air duct cleaning companies
#1 for air duct cleaning

Brentwood, TN

#1 for hvac duct cleaning
#1 for air duct cleaning companies
#1 for duct cleaning services
#1 for air duct cleaners near me
#1 for hvac cleaning near me
#1 for air duct cleaner

Franklin, TN

#1 for air duct cleaning companies
#1 for air duct cleaning
#1 for home duct cleaning
#1 for hvac cleaning
#1 for air duct cleaning services

Columbia, TN

#1 for air duct cleaning companies
#1 for air duct cleaners near me
#1 for duct cleaning
#1 for air duct cleaning
#1 for duct cleaning company

Murfreesboro, TN

#1 for mr b air duct cleaning
#1 for air duct cleaning near me
#1 for air duct cleaning companies

National Rankings

#1 for duct cleaning nashville
(Search volume: 101-200/month)

Biggest Ranking Improvements

Keyword	Location	Starting Position	Current Position	Improvement
duct doctor	Brentwood, TN	#50	#5	↑45 positions
air duct cleaner	Columbia, TN	#48	#8	↑40 positions
duct doctor	Franklin, TN	#43	#4	↑39 positions
clean air ducts	Murfreesboro, TN	#46	#8	↑38 positions
duct doctor	Columbia, TN	#42	#6	↑36 positions
air conditioning duct cleaning	Murfreesboro, TN	#44	#9	↑35 positions
home duct cleaning	Murfreesboro, TN	#39	#6	↑33 positions
air duct cleaner	Murfreesboro, TN	#45	#13	↑32 positions
hvac duct cleaning	Murfreesboro, TN	#39	#8	↑31 positions
hvac cleaning	Murfreesboro, TN	#41	#13	↑28 positions
duct cleaning company	Murfreesboro, TN	#31	#5	↑26 positions
duct doctor	Nashville, TN	#32	#9	↑23 positions
air duct cleaning companies	Columbia, TN	#18	#1	↑17 positions
duct cleaning	Murfreesboro, TN	#23	#8	↑15 positions
air duct cleaning	Murfreesboro, TN	#18	#4	↑14 positions

Business Impact

The comprehensive local SEO strategy delivered transformative results for Mr. B’s Air Duct Cleaning:

Market Dominance Established
With 36 #1 rankings across six markets, Mr. B’s became the go-to choice for air duct cleaning throughout Middle Tennessee

Consistent Lead Generation
79% of keywords ranking in top 10 positions ensures steady flow of qualified leads across all service areas year-round

Brand Recognition Growth
Multiple #1 rankings for brand keywords (“mr b air duct cleaning”) in all target markets strengthened brand authority

Key Success Metric: Murfreesboro Market Entry

When Mr. B’s expanded into Murfreesboro, our SEO strategy delivered immediate results. Within the campaign period, we achieved top 10 rankings for nearly every tracked keyword and secured the coveted #1 position for their brand term, demonstrating the scalability and effectiveness of our multi-location approach.

Strategy Insights: What Made This Campaign Successful

1. Location-Specific Optimization Without Cannibalization

We carefully structured content and internal linking to allow each location page to rank independently for geo-specific keywords while maintaining overall domain authority. This prevented different location pages from competing against each other in search results.

2. Consistent Multi-Year Optimization

Rather than a one-time effort, we maintained consistent optimization over four years, adapting to algorithm changes, seasonal trends, and competitive movements. This long-term approach built sustainable, difficult-to-replicate rankings.

3. Technical Excellence

Strong technical SEO foundation ensured that great content could be properly indexed and ranked. Fast load times, mobile optimization, and clean site architecture supported top rankings across all keywords.

Mr B’s SEO Case Study