Z2 Engineering

SEO fuels conversions for Z2 Engineering.

A targeted SEO campaign, built town by town across Yorkshire, that grew Z2 Engineering's rankings, visibility and enquiries in less than a year.

See how we did it →Skip to results

The numbers

51.8%

Increase in conversions

50%

Increase in click-through rate to site

6.6%

Increase in ranking visibility

Tracked keywords moved into the top 10

02 / 06

The challenge

Established, growing, and keen to keep the leads coming.

Z2 Engineering is a heating, plumbing and compliance company offering domestic services across Yorkshire and contract work nationwide. The team brings over 60 years of combined experience and is known for its expertise and customer experience.

When Z2 came to Ascensor, it wanted to build on that success and maintain its current level of growth and lead pipeline.

The brief was a targeted SEO campaign to raise brand awareness, drive relevant organic traffic to the site, improve online visibility and increase online conversions.

Sector

Construction & facilities management

Services

SEO

DIGITAL MARKETING

Audience

Domestic customers in Yorkshire looking for a local heating engineer

Growth and a lead pipeline to sustain
A competitive industry in search
Service pages with clear room to rank
Local customers to reach town by town

03 / 06

The B2B lead generation system

The parts of the system we used.

This project used one part of the system: reactive. Local SEO put Z2 in front of people already searching for boiler repair and installation in the towns and cities it serves.

The system diagram is drawn here by the page script, lighting the parts that have copy below.

Platform

The heart

CRM & data

The brain

Reactive

Availability

Keyword research by town and city across Yorkshire fed new and optimised service pages for domestic services such as boiler repair and installation, targeting local terms rather than national ones for more relevant traffic.

Proactive

Broadcast

Thought leaders

Personal brand

Citations

Third-party proof

04 / 06

What we did

Ranking town by town, not nationwide.

Square 1:1

Step 01

Audit and research

Our initial audits showed clear opportunities to improve Z2's keyword rankings and online visibility. In-depth keyword research on the company's core services, based on search volume and competition, then drilled down into towns and cities across Yorkshire.

SEO audit
Keyword research

Square 1:1

Step 02

Go local

We targeted domestic services such as boiler repair and installation with local terms rather than keywords with nationwide reach. Local search volumes are lower, but ranking in the towns and cities around Z2's base was more likely to bring relevant traffic looking for boiler services in those areas.

Local SEO
Search intent

Square 1:1

Step 03

Expand service pages

That research formed the base of a content strategy that expanded the site's key service pages and optimised existing ones. Rankings and visibility are tracked against the target keywords as the strategy progresses.

Content
On-page SEO
Rank tracking

05 / 06

In their words

06 / 06

The results

What changed for

Z2 Engineering

Calls and form submissions are up 51.8%, and visibility rose 6.6% in the first six months, all in less than a year of working together.

R01

51.8%

Increase in conversions

Key on-site conversions, including phone calls and form submissions from local users looking for a heating engineer, rose 51.8% in the new year compared with the preceding period.

R02

50%

Increase in click-through rate to site

Better rankings lifted click-through from search results by 50%, growing total clicks to the site.

R03

6.6%

Increase in ranking visibility

Visibility, weighing the ranks and search volumes of tracked keywords, rose 6.6% in the first six months, as 10 keywords reached the top 10 and many more the top 20.

In short

Local searches are smaller, but the traffic is *more relevant.*

Get results like these →