At the time of writing, we’ve just experienced record heatwaves here in the UK. One of our clients happens to install air conditioning. Their website visits and leads skyrocketed as a result.

Granted, you might think it’s a given that this business will automatically get lots of new customers just because they happen to have a website and it’s hot outside. But that's not how Google works for any business in that they don't just give your website traffic.

In reality, diligent SEO work is what delivered not only record website visits for this client, but also job diaries that were filled until the next year. That’s not just numbers on a spreadsheet, but actual work secured for months in advance for this local business. 

I’d like to tell you more about the SEO work we did to give our client maximum search engine visibility when it counted the most. This includes how we'd apply our success formula to your business too. 

The client & the results

We’ve worked with Lee Jackson Air Conditioning for many years now.

This is not an insignificant bit of information, because it's common for many SEO agencies to become complacent about existing accounts. Set and forget type of thing. But thankfully, that’s not how we work here at Imaginaire! Indeed, that magnifying glass which is symbolic of the SEO industry is in fact, being looked through all year round.

During the heatwaves, the Lee Jackson website experienced an 838% week-on-week increase in traffic. 

Google searches related to local air conditioning installation across Nottingham and the wider East Midlands. Customer enquiries for air conditioning rose to such an extent that their books are now full until next year. 

But here’s the thing. It wasn’t just our client alone who was competing for these terms on Google. There were also other local installers, national companies and even the likes of Amazon selling home DIY air conditioning kits. 

Yet with a little SEO magic, our client reigned supreme on that first page on Google throughout all of the peak demand. 

What did we do to make it happen?

In today’s world, there is endless talk about AI this and AI that, including when it comes to SEO. 

Regardless of how technology evolves, something you must do as an SEO is keep an eye on what the account is actually doing. In other words, the basic bread and butter of SEO. That is actual human effort to see what is working and what is not.

For me personally, this involves:

  • Continuously monitoring keyword positions and ranking drops
  • Refreshing stale content on landing pages and blogs (especially any key content!)
  • Collaborating with our technical SEO (Charlie) and dev team to improve the performance of the site
  • Ensuring that what customers land on is genuinely helpful and addresses their wants and needs 

Doing all of this very regularly throughout the year is the best way to get ahead of trends. After all, none of us could have predicted that multiple heat waves would happen, thus leading to a huge surge in searches for air conditioning installation. 

We did the work as normal because we wanted our client to rank as well as they could regardless. It ended up paying off in ways we never could have imagined. 

The lessons we’d apply to your business

Even if you provide the perfect solution to any problem, whether it be weather-related or anything else, that doesn’t mean the world automatically knows to go to your website for the solution. 

It’s our job as SEOs to think about the types of searches people will make when looking for your products or services. Sometimes these searches are obvious. Other times, they require some creative thinking to look beyond the obvious to consider all other possibilities. 

If you currently have an ecommerce site especially, it’s important to do the work for seasonal products or trends when they are actually out of season. That’s because when you get ahead of what’s to come, you are best prepared rather than jumping on a search trend when there is already too much competition. 

By putting in year round work, your content is both fresh and relevant. Not only does Google prefer this, but most importantly, your customers do too. 

Most of all, you’ve got to stay on the ball. When we oversee our clients’ websites, we are constantly thinking of ways to help them improve and capture every opportunity. Only if that work is actively taking place regularly can your website thrive. 

So, I hope this has shed light on the opportunities that SEO continues to present for every industry out there. As a team, we love what we do and when it delivers unbelievable results for our clients, it’s a huge win for us all. 

Need help with your SEO or website in general? Please contact us and we’ll be in touch.