The Challenge
Aircon operates in the seasonal and highly competitive HVAC market, where demand spikes dramatically in summer and competition for 'air conditioning' keywords is intense among both national brands and local installers.
The seasonal nature of HVAC search demand meant they needed a strategy that maintained rankings year-round while capitalising on peak summer search volumes when competition was fiercest.
| Before | After |
|---|---|
| Seasonal traffic volatility | +171% organic traffic growth |
| Intense local competition | +88% direct traffic increase |
| Peak-season ranking pressure | Year-round ranking stability |
Our Approach
01. Year-Round Content Strategy
Developed content targeting all seasons — installation and upgrades in spring, maintenance in autumn, emergency repairs in summer — to maintain consistent organic visibility.
02. Service Area Expansion
Built location-specific landing pages for each service suburb and region, capturing the 'near me' and locality-based searches that drive high-intent HVAC enquiries.
03. Brand Authority Building
Created comprehensive buying guides, brand comparisons, and maintenance resources that built topical authority and drove the significant 88% increase in direct traffic.
The Results
Aircon achieved a 171% increase in organic traffic alongside an impressive 88% lift in direct traffic — indicating that their growing search presence was also building genuine brand recognition and repeat visits.
The dual growth in organic and direct traffic demonstrated the compound effect of comprehensive SEO: as more people discover a brand through search, brand searches and direct visits increase in parallel.
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