641.7% increase in organic traffic: how a well-executed SEO strategy made MAC the go-to air conditioning provider in the Midlands.
During the initial briefing, the company director expressed a clear objective: to establish MAC as the go-to air conditioning service provider in the Midlands. This ambition has fuelled every aspect of our SEO strategy, leading to remarkable and measurable results.
Upon auditing MAC's existing website and SEO, we identified several key challenges:
We established the following goals for MAC's SEO strategy:
We began with a full audit of the existing site, then rebuilt its technical foundations from the ground up.
With the technical base fixed, we rewrote and expanded the content that mattered most.
We strengthened the way authority flows around the site. This involved:
We employed a mix of strategies, including:
As part of the content strategy, we optimised key pages to target and acquire featured snippets. These high-visibility results often appear at the top of Google search results, giving MAC a competitive edge by driving significant organic traffic.
The result: MAC successfully acquired over three featured snippets in high-volume search terms, including:
These featured snippets positioned MAC as a thought leader in the air conditioning space, giving them prime real estate in search results and significantly improving click-through rates.
Using tools such as Semrush and Ahrefs, we continuously tracked MAC's SEO performance, ensuring that adjustments were made in real-time. The Semrush Position Tracking report, dated October 1st 2024, showed steady growth in rankings and visibility for key keywords.
Thanks to our SEO strategy, MAC experienced significant improvements in their rankings, traffic, and overall online presence:
In total, MAC now ranks for 3,836 keywords and growing, with:
We increased MAC's Ahrefs Domain Rating to 48 and their Semrush Authority Score from 10 to 28, representing a significant leap in their authority within the air conditioning sector.
641.7% increase in organic traffic: notable growth, especially from Birmingham and the West Midlands.
503 leads generated in August 2024 alone, thanks to enhanced visibility and targeted traffic driven by our SEO strategy.
Rank Craft's collaboration with Midland Air Conditioning & Facility Management Ltd demonstrates the power of a well-executed SEO strategy. By improving their website structure and capturing featured snippets, MAC has become the leading air conditioning service provider in the Midlands. Today, they appear at the top of search results for local, regional, and national keywords, consistently generating substantial leads through organic search.