The quick numbers
- Page 1 rankings achieved (from position 35)
- 30,000 daily impressions (from 5,000)
- 300+ daily clicks at peak (from double digits)
- 25 links per month plus digital PR campaigns
- 5-month timeline from position 35 to consistent page 1
The situation
Be Cool Refrigeration is a commercial refrigeration and air conditioning company. When we started, they had some organic visibility but were stuck around position 35 for their core keywords. That is deep page 3 territory, where almost nobody clicks.
The site had relevance signals. Google could see what the business was about. But it lacked the authority to compete with established competitors who had been building their online presence for years.
What we did
- Scaled to 25 niche-specific backlinks per month from HVAC, trade, and local business sites
- Launched digital PR campaigns to earn coverage on industry publications
- Optimised service pages for local search intent with location-specific content
- Tightened internal linking between service pages and supporting content
- Improved technical SEO fundamentals including site speed and mobile experience
- Built local citations across trade directories and local business listings
The results
Phase 1 (Oct-Nov 2024): Position moved from 35 to the low 20s. Daily clicks went from under 50 to 150. Google was already showing the site more often, just not high enough to drive serious traffic.
Phase 2 (Dec 2024-Feb 2025): This is where the authority kicked in. Rankings jumped into the 8-11 range. Daily impressions grew from 5,000 to 20,000+. Daily clicks hit 200-300 consistently.
Phase 3 (Mar 2025 onwards): Stable page 1 presence. Daily impressions reached 30,000. Peak click days hit 300+. CTR improved naturally as rankings consolidated in the top positions.
The business impact
In commercial refrigeration, a single installation or maintenance contract can be worth $5,000-$25,000 depending on the scope. With 300+ daily clicks and a 3% conversion rate, the site generates roughly 9+ qualified enquiries per day.
We estimate the monthly revenue attributable to organic search grew from approximately $8,000 to $65,000 over the course of the campaign. The ROI on the SEO investment exceeded 8x within the first 6 months.
What made this work
The combination of volume and relevance in link building was key. 25 links per month is aggressive, but every link came from a related industry source, either HVAC publications, trade directories, or local business sites. The digital PR campaigns added authoritative media coverage that boosted trust signals significantly.
The other factor was patience during Phase 1. Rankings moved slowly at first, and it would have been easy to panic and change strategy. But the data showed that impressions were growing, which meant Google was testing the site in higher positions. The authority just needed time to compound.
See the full technical case study for the complete GSC timeline and strategy breakdown.