Introduction
For a commercial and industrial HVAC manufacturer, expertise has never been in short supply. Their equipment is built for demanding environments, and the people who research it, from engineers to building owners to HVAC techs, do their homework long before making a decision.
That homework increasingly starts with a search and ends with an AI-generated answer. The client wanted to make sure that when buyers went looking, it was their know-how showing up.
The Challenge
Early on, SEO wasn’t a major focus for this provider. Their website was built primarily around product pages, which made sense for showcasing equipment, but it left little room to rank. Product pages tend to be thin on content, and the technical nature of the solutions made them even harder to optimize.
Google and other AI search platforms reward topical authority: how thoroughly a site covers a subject. A site built mostly on product pages can only go so deep. To compete, the provider needed a much wider breadth of content that answered the questions buyers were asking.
The Partnership
Kuno’s approach was a glossary strategy, a side door into topical authority. Each glossary page takes on one industry term in depth. Together, the pages build the breadth of coverage search engines reward while giving buyers clear, useful answers.
The keyword strategy started with a competitive analysis. From there, our SEO experts worked alongside the client to filter the opportunities. Relevance and business priorities were weighed against variables like keyword difficulty, cost per click and competition on the search results page. Several terms that made the cut carried commercial or transactional intent. That meant the pages would attract readers who weren’t just learning but actively evaluating solutions.
Rather than handing off a keyword list, the SEO team equipped the client’s content team to build the pages themselves. We supplied detailed outlines grounded in Google’s search data and supported by a custom-developed Claude skill. Our SEO team also trained the client’s writers on SEO optimization tools. We provided guidelines with structural cues that help AI platforms parse and cite content, improving the odds of visibility in answer engines and generative search.
Before any page went live in the company’s knowledge base, the content team worked with the provider’s technical experts to verify accuracy. For an audience this technical, getting the details right is what earns trust.
Key Wins
The glossary pages quickly became some of the highest traffic drivers on the client’s website.
One page, targeting a high-intent term for a common HVAC component, shows what’s possible. Within six months, the glossary page ranked for 818 keywords and drew 4,651 organic visits. It has also earned 191 AI overviews to date, each one linking back to the provider’s website.
That traffic is worth more than the visits alone. To buy the same traffic through paid search, the provider would need to spend roughly $6,000 in ads. Every visitor those pages earn organically is budget the paid media program doesn’t have to spend, so it can be put to work elsewhere.
As the pages gained visibility, they also built credibility with the buyers finding them, and those buyers started raising their hands. In a matter of six months, new contacts grew by 80%.
What’s also notable is what these results didn’t require. There was no link-building campaign or schema markup, only well-researched, well-structured content. It’s a clear example of a simple truth: strong SEO is the front door to GEO.
Download
