Midland Air Conditioning

641.7% increase in organic Traffic

Client Overview

Midland Air Conditioning & Facility Management Ltd (MAC), based in Birmingham, offers air conditioning and facility management services across the UK. Despite having a solid service offering, their online presence was lacking, hindering their ability to rank for critical keywords both locally and nationally.
In February 2024, MAC partnered with Rank Craft to significantly enhance their digital presence and develop an innovative SEO strategy aimed at delivering impactful results.
Our primary goal was to help MAC achieve top rankings for their targeted keywords and improve their overall domain authority.

During the initial briefing, 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.

Challenges

Upon auditing MAC’s existing website and SEO, we identified several key challenges:

  • Low Rankings: MAC was not ranking for any significant local, regional, or national keywords, impacting their ability to attract potential customers.
  • Outdated Website Structure: The website was not optimised for search engines, featuring a poor structure and over 500 pages in need of revision.
  • Low Domain Authority: Their domain authority (DA) was only 8, limiting their competitiveness in search engine results.
  • Content Issues: The website’s content lacked keyword focus and proper optimisation for search engines.

The Old Site Structure:

MAC Old Website

The New Site Structure:

MAC New Website
New Site, Location Pages

Objectives

We established the following goals for MAC’s SEO strategy:

  • Website Rebuild and Structure: Rebuild the site to enhance both user experience and SEO, while preserving the design preferred by the business owner.
  • Rank for Local, Regional, and National Keywords: Achieve rankings for specific air conditioning and facility management keywords across different geographic levels.
  • Increase Organic Traffic and Leads: Drive more qualified traffic to the site and convert those visitors into leads.
  • Boost Domain Authority: Improve the AS from 10 to at least 25 within six months.
  • Achieve Featured Snippets: Gain valuable featured snippets for highly relevant keywords to further establish authority and drive traffic.

Our Approach

1. Website Audit and Technical SEO Overhaul

We conducted a comprehensive website audit, uncovering several SEO and technical issues. These included outdated meta tags, non-SEO-friendly URLs, a lack of schema markup, and poor image optimisation. Based on these findings, we recommended building a brand-new website while maintaining a design that aligned with the client’s preferences.

Key Actions:

  • Website Rebuild: Rebuilt the website using WordPress CRM, focusing on restructuring over 500 pages to optimise the website’s flow and content hierarchy.
  • URL Optimisation: Cleaned up and shortened URLs to include primary keywords, improving search visibility.
  • Metadata and Schema Markup: Optimised meta titles, descriptions, and schema to increase click-through rates (CTR) and search engine visibility.

2. Content Optimisation & High-Quality Content Creation

We collaborated with MAC’s in-house content writer to develop high-quality, keyword-focused content. By targeting essential local and national keywords, we built a strong foundation for both on-page and off-page SEO.

Key Content Actions:

  • Service Pages: Expanded and optimised key service pages, such as “Air Conditioning Installation Birmingham” and “Commercial Air Conditioning Installation.”
  • Local SEO: Developed local landing pages to capture search traffic for specific areas, such as Telford and West Bromwich, resulting in strong local search rankings.
  • Blog & Informational Content: Introduced new blog posts focused on long-tail keywords, including industry tips and FAQs to capture organic traffic.
HVAC SEO

3. Internal Linking Strategy

We structured an internal linking system to ensure that key service pages received appropriate link equity, boosting their authority and helping them rank for primary keywords.

This involved:

  • Strategic Linking: Linking from blog content to service pages and ensuring high-authority pages pointed to key service areas.
  • Breadcrumb Navigation: Implemented breadcrumb navigation to enhance user experience and SEO, allowing search engines to better understand the site hierarchy/structure.
    .
PR We Can get
Digital PR

4. Off-Page SEO and Link Building

To increase MAC’s domain authority and competitiveness, Rank Craft executed a link-building campaign focused on high-authority backlinks from reputable sources.

We employed a mix of strategies, including:

  • Directory Submissions: Listed MAC in high-authority, industry-relevant directories.
  • Content Outreach: Engaged with industry blogs and news outlets for content placements and backlinks.
  • PR Campaigns: Launched digital PR efforts to earn mentions from regional and national publications.

5. Achieving Featured Snippets

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.

  • Content Structuring for Snippets: We ensured that content was formatted to directly answer common user questions. This included using headings, bullet points, and short, concise answers to frequently asked questions.
  • Schema Markup for Enhanced Visibility: By using structured data, we helped search engines understand the content better, increasing the likelihood of gaining featured snippets.

Result: MAC successfully acquired Over three featured snippets in high-volume search terms, including:

  • Air Conditioning In Hallways: Why it may not be ideal for your home
  • The best air conditioning company in Birmingham
  • How loud is air conditioning

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.

how loud is air conditioning Featured Snippets
Air Conditioning In Hallways_ Why it may not be ideal for your home Featured Snippets

6. Continuous Performance Monitoring

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.

Results

Thanks to our SEO strategy, MAC experienced significant improvements in their rankings, traffic, and overall online presence.

Midland Air Conditioning: 614% Increase in Organic Traffic

Keyword Rankings

MAC now ranks #1 for both local and national keywords, including:
  • Air Conditioning Installation Birmingham (#1 for local keyword)
  • Commercial Air Conditioning Installation (#1 for national keyword)

In total, MAC now ranks for 3,836 keywords and growing, with

  • 119 Keywords in the Top 3
  • 481 Keywords in the Top 10
  • 1,018 Keywords In the Top 20 

Domain Authority Improvement

RANK CRAFT Ahref Rank
Authority Score Trends Semrush

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.

MAC Logo

Organic Traffic Growth

641.7% Increase in Organic Traffic: Notable growth, especially from Birmingham and the West Midlands.

 

Lead Generation

503 Leads Generated: In August 2024 alone, thanks to enhanced visibility and targeted traffic driven by our SEO strategy.

Achieving Online Authority: How Rank Craft Optimised MAC's Online Presence

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.

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