What We Did

Our initial audits showed excellent opportunities to improve Z2’s keyword rankings and subsequent online visibility.

The SEO strategy began with in-depth keyword research focused on the company’s core services based on search volume and competition.

By drilling down our research into towns and cities across the Yorkshire region, we formed a strong foundation on which to base a powerful content strategy that would see us expand on the site’s key service pages and optimise existing ones.

Our strategy targeted domestic services such as boiler repair and installation, creating content focused on local terms rather than keywords with nationwide resonance.

Although local search volumes are lower than national ones, ranking in smaller towns and cities around where Z2 are based was more likely to lead to a higher level of relevant traffic searching for boiler services in those specific areas.

Results

Key conversions on-site are up 51.8% in the new year compared to the preceding period, including phone calls and form submissions from relevant local users looking for a reliable heating engineer in their area.

Online organic visibility was also up 6.6% in the first six months of the campaign.

The visibility metric takes into account both the ranks and search volumes of specific keywords we wanted to track, showing the site’s share of total searches in a competitive industry.

Z2’s initial visibility trajectory is a very positive sign of further ranking improvements that can be made as we progress through the strategy.

Visibility growth is due to 10 tracked keywords moving into top 10 ranking positions, with many more reaching top 20 and beyond (and still climbing!). The increase in ranking performance has also led to significant improvement in click through rate from search results - it has almost doubled.

This has led to an impressive growth in total clicks and is indicative of an overall increase in average ranking position.

The results are all the more impressive when you consider that we’ve been working with Z2 for less than a year.

We look forward to continuing our work in 2024 and beyond as we continue to implement our SEO strategy and deliver substantial growth in organic traffic for the business.