Be Cool Refrigeration
Scaling Organic Traffic in a Competitive Local Services Market
How we took a commercial refrigeration company from position 35 to page 1 through consistent link building, digital PR, and patient authority building.
30K
Daily Impressions
From 5K
300+
Daily Clicks
Peak days
8-11
Avg Position
From ~35
25/mo
Links Built
+ PR campaigns
Starting Point
In early October 2024, the site already had visibility but rankings were weak.
Average position hovered between 30 and 40
Traffic existed but growth was capped
Impressions were steady but inefficient
Strong demand, limited authority
This is a classic local services situation. Demand was there. Google trust lagged behind.
The Goal
Push priority service pages into page 1
Increase clicks without relying on brand searches
Build authority across refrigeration and AC topics
Maintain growth without sharp drops
The Strategy
A multi-pronged approach combining consistent link building with digital PR and local optimization.
Authority Building
- 25 consistent links per month
- Industry-relevant placements
- Local directories for geographic trust
- Digital PR campaigns every 6 months
On-Site Focus
- Service pages tightened around commercial intent
- Internal linking strengthened across location pages
- Content structured to match contractor searches
- No volume chasing or anchor stuffing
Local & PR Strategy
- Local directories for geographic relevance
- Digital PR to lift domain authority
- PR campaigns every 6 months as authority reset
- Consistent velocity to avoid algorithm shocks
No volume chasing. No anchor stuffing. Everything stayed steady and repeatable.
Performance Breakdown
Phase 1: Foundation and Early Lift
Oct 2024 – Nov 2024
- Avg position: 30 to 35
- Daily clicks: 50 to 150
- CTR mostly between 1.2 and 2.5 percent
- Traffic stayed consistent even before major ranking jumps
Google already saw relevance but not authority. Even before major ranking jumps, traffic stayed consistent.
Phase 2: Authority Kick-In
Dec 2024 – Feb 2025
- Rankings moved into low 20s
- Clicks regularly crossed 150 per day
- Impressions climbed above 8,000 per day
- CTR increased alongside ranking gains
Authority signals starting to compound. Traffic spikes became normal rather than rare.
Phase 3: Page 2 to Page 1 Transition
Mar 2025 – Jun 2025
- Average position improved from mid-20s to high-teens
- Daily clicks crossed 300 on peak days
- Impressions reached 20,000 to 30,000 per day
- The hardest jump in SEO, cleared cleanly
This is where momentum became obvious. The site made the hardest jump in SEO and cleared it cleanly.
Phase 4: Page 1 Stability
Sep 2025 – Feb 2026
- Rankings sat between positions 8 and 11
- Traffic stabilised rather than spiking
- CTR settled around 0.7 to 1.2 percent
- Rankings held during seasonal dips
No visibility collapse. No reliance on single keywords. Sustainable page 1 presence achieved.
Key Milestones
30 Jun 2025
433
Clicks
30,002
Impressions
16.5
Avg Position
2 Feb 2026
157
Clicks
20,385
Impressions
8.5
Avg Position
Why This Worked
Consistent Link Velocity
25 links per month built trust gradually, which avoids algorithm shocks.
Relevance First
Refrigeration and HVAC-focused links strengthened topical authority.
PR as Authority Reset
Digital PR every 6 months lifted the entire domain rather than single pages.
Local Trust Signals
Directories supported geographic relevance, especially for commercial searches.
Results Summary
Rankings improved from ~35 to page 1
Daily clicks scaled from double digits to 300+
Impressions grew from 5k to 30k per day
Traffic remained stable across seasons
Key Takeaway
This case shows how steady SEO wins in local services.
No shortcuts. No sudden bursts. Just compounding authority built through links, relevance, and patience.
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