About Air Cooling Services Ltd
Air Cooling Services Ltd has installed and maintained air conditioning across South London and Kent since 2008. They operate in a competitive area of the UK, with the top performing brands clearly investing heavily in their SEO strategies. The company had been paying an agency who had been implementing outdated SEO techniques and they were seeing very little return on their investment.
The Challenges
Broken Contact Form
Despite paying an SEO agency a monthly retainer, their website was in a bit of a state. Their contact form was broken, so any submissions were failing and not reaching an inbox. Every potential customer who filled it in assumed they had been ignored, which in turn was damaging the companies reputation.
Multiple Competing Pages
Their performance in organic search was no better, they had multiple pages on the site targeting the same phrases, so Google split the ranking power between them and none performed. Many of the pages had been keyword stuffed, an outdated old SEO tactic which was actively damaging the pages ability to rank well.
Poorly Optimised Local SEO
The Google Business Profile was half filled in, and the business name, address and phone number conflicted across the directories where they were listed. The average position across ten priority Bromley keywords was 31.9, which is page 4 of Google.
We produced an additional 96 enquiries within 3 months that would have otherwise been missed. The average job is valued at roughly £3,000. If only 30% of the enquiries converted to work, we made Air Cooling Services over £96,000. Our service fee covered for over 6 years!
The Strategy
Fixed the Contact Form
This was the first thing we found and the first thing we fixed. The site was running on Wordpress Divi which is notoriously problematic when it comes to contact forms. We setup a SMTP (simple mail transfer protocol) to ensure every contact form succesfully delivered to the company inbox.
Google Business Profile
We rebuilt the Google Business Profile to list the correct service categories and service descriptions. We also updated all of the directories that they were listed in, to ensure consistency of name, address and phone details across every major directory. We also produced printed business cards with a review QR code for the engineers to hand out at the end of a job. Reviews are the single biggest lever in local search and asking for them on site resulted in a higher number of monthly reviews compared to the previous months.
Removed the Keyword Cannibalisation
We consolidated the competing pages and redirected the weaker URLs into the stronger one. All the ranking signals that had been split across multiple pages now point at a single page. Rankings for that term improved within a few weeks.
Rebuilt the Site Architecture
We mapped the structure around validated search demand which we drew from our in depth keyword research and competitor analysis. We produced a commercial air conditioning hub with regional child pages. Plus a sector hub with the varying sectors served by Air Cooling Services. We also consolidated the existing pages targeting domestic searches. The full plan ran to 158 pages, which resulted in the site achieving topical authority.
Earned Coverage with Digital PR
We produced an expert commentary piece on the London Heat Plan and issued it as a press release during a heatwave, when the topic was already in the news cycle. It was picked up by over 50 news outlets including Business Insider. Alongside that we earned links from niche industry blogs and regional press.
Installed Proper Measurement
We installed GA4, Search Console and Microsoft Clarity, plus custom phone click tracking on every tel: link. Prior to working with us, Air Cooling Services had no tracking or analytics in place, so they did not know if their website was bringing in enquiries, nor did they know which pages were highest performing.
The Results
Broken Contact Form
Despite paying an SEO agency a monthly retainer, their website was in a bit of a state. Their contact form was broken, so any submissions were failing and not reaching an inbox. Every potential customer who filled it in assumed they had been ignored, which in turn was damaging the companies reputation.
Multiple Competing Pages
Their performance in organic search was no better, they had multiple pages on the site targeting the same phrases, so Google split the ranking power between them and none performed. Many of the pages had been keyword stuffed, an outdated old SEO tactic which was actively damaging the pages ability to rank well.
Poorly Optimised Local SEO
The Google Business Profile was half filled in, and the business name, address and phone number conflicted across the directories where they were listed. The average position across ten priority Bromley keywords was 31.9, which is page 4 of Google.
