The quick numbers
- Position 25-30 (from position 90)
- 1,000+ daily impressions (from tens)
- Regular daily clicks (from near zero)
- Trust retained through algorithm updates
- 6-month campaign with consistent upward trajectory
The situation
Aircon Ultra is an air conditioning marketplace operating in a competitive e-commerce space. When we started, the site was buried on page 9 of Google, sitting around position 90 for its core keywords. At that depth, the site was effectively invisible. Zero meaningful clicks, impressions in the double digits, and no signs of organic growth.
The marketplace had the right products and a functional website, but it had zero search authority. Competing against established brands with years of SEO investment meant we needed to build trust from the ground up.
What we did
- Ran a full technical SEO audit and fixed crawling, indexing, and site structure issues
- Built category and product page on-page optimisation targeting long-tail AC keywords
- Started a steady link building campaign focused on home improvement, HVAC, and trade publications
- Improved internal linking between category pages, product pages, and informational content
- Added structured data for products and local business information
- Focused on building topical authority around air conditioning and climate control topics
The results
This case study is different from the others because it shows what SEO looks like for a brand-new site competing in an established market. Progress is measured in position jumps, not page 1 rankings.
Phase 1 (Feb-Mar 2025): Positions improved from the high 80s into the 50s. Impressions climbed from double digits into the hundreds. Google started testing the site more frequently.
Phase 2 (Apr-Jun 2025): Rankings pushed into the 30-40 range. Daily impressions hit 500+. First repeat clicks appeared, showing that Google was serving the site to real users and they were engaging.
Phase 3 (Jul-Aug 2025): Positions consolidated in the 25-30 range. Daily impressions crossed 1,000. CTR improved as results appeared higher on page 3. Trust signals were retained through a core algorithm update with no ranking drops.
The business impact
For an e-commerce marketplace, the value of SEO compounds as rankings improve. At position 25-30, the site is on the cusp of page 2, which is where click-through rates start becoming meaningful.
Based on the current trajectory, if rankings continue to improve into the top 20, estimated monthly revenue from organic search could reach $5,000-$15,000 based on average order values in the AC marketplace. The groundwork is laid for that next phase of growth.
The campaign cost has been modest relative to the paid advertising spend the business was previously reliant on. Organic visibility provides a sustainable traffic channel that does not stop when the ad budget runs out.
What made this work
Patience and structural thinking. Moving from position 90 to page 1 does not happen in one step. It happens in phases, each building on the last. The key insight was that even small ranking improvements (from 90 to 50, from 50 to 30) dramatically increase impressions, which in turn sends positive engagement signals to Google.
We also focused on long-tail keywords first rather than trying to rank for "air conditioner" immediately. Ranking for more specific terms like model numbers, comparison queries, and location-specific searches built authority that supports the bigger keywords over time.
The trust retention through the algorithm update was a strong signal that the SEO foundation is solid. This site is positioned for a page 2 push in the next 3-4 months.
See the full technical case study for the complete timeline and GSC data.