Improving Organic Visibility for a Heating & Renewables Service Business
+93.8%
Increase in organic clicks
+24.6%
Increase in organic impressions
40.6%
Improvement in average search position
Industry
Heating & Renewables
Services
Local SEO, On-Page SEO, Technical SEO
Campaign Timeframe
3-Month SEO Campaign
Introduction
This case study outlines how we improved organic search visibility for Hale Heating and Renewables, a UK-based heating and renewable energy service business operating in a competitive regional market.
The client provides heating, plumbing, and solar energy services and relies on inbound enquiries from local search to generate consistent revenue. Despite a strong offline reputation, their website was underperforming across priority service keywords and failing to capture the organic traffic their market warranted.
Our objective was to strengthen on-page foundations, improve keyword relevance across key service pages, and build the technical consistency needed for sustained local search growth.
The Brief
Hale Heating and Renewables approached us with a clear objective: increase organic visibility for their core service and brand keywords, and generate more consistent inbound traffic from search. Following an initial audit, we identified several issues limiting performance.
Key Challenges Identified
- Key service pages lacked sufficient keyword relevance and on-page structure to compete for priority search terms
- Brand and service queries were generating impressions but low click-through rates, indicating weak title and meta optimisation
- Pages for location-specific and solar-related services (including 'solar panels Swansea') had limited content depth and poor internal linking
- The site's average search position of 45.1 indicated most pages were ranking in the lower half of page two and beyond, making organic click generation inconsistent
- CTR sat at 0.3%, well below what well-optimised pages in this sector typically achieve
The Strategy
On-Page SEO & Keyword Alignment
Service pages were audited against the search terms driving the most relevant impressions. We restructured heading hierarchies, rewrote title tags and meta descriptions for priority pages, and ensured each page clearly addressed the search intent behind its target queries. Brand queries including 'hale heating renewables reviews', 'hale renewables', 'hale heating and renewables', and 'hale heating and plumbing ltd' were identified as high-impression, under-clicked terms. We optimised the corresponding pages to better match searcher expectations and improve click-through rates.
Local & Service Page Enhancement
Location-specific pages, particularly those targeting solar and heating services in the Swansea area, received targeted content improvements. We increased content depth, added locally relevant context, and improved internal linking between related service areas. The 'solar panels Swansea' keyword cluster was identified as an underserved opportunity. Pages targeting this term were restructured to better align with local search intent and geographic relevance signals.
SEO Title & Meta Optimisation
Across all priority pages, title tags and meta descriptions were rewritten to improve clarity, keyword relevance, and click-through appeal. Pages with high impressions but low clicks were prioritised, as these represented the fastest route to measurable traffic improvement.
Technical SEO Foundations
We addressed crawlability, internal linking gaps, and structural inconsistencies that were diluting the site's ability to pass authority between pages. These fixes ensured that on-page improvements were fully indexed and credited by search engines.
The Results
Within three months, Hale Heating and Renewables showed measurable improvement across all tracked performance metrics.
Organic clicks increased from 1,130 to 2,180 per month, representing a 93.8% growth in traffic from search.
Total impressions rose from 345,000 to 430,000, a 24.6% increase reflecting broader keyword coverage and improved indexation across service pages.
Average search position improved from 45.1 to 26.8, a 40.6% improvement that moved key pages out of the lower second page and into competitive ranking territory.
Average CTR increased from 0.3% to 0.5%, confirming that title and meta optimisation directly improved the rate at which impressions converted into clicks.
Priority brand and service queries including 'hale heating renewables reviews', 'solar panels Swansea', and related terms saw notable gains in both impressions and clicks, validating the keyword and content alignment work.
These results confirmed that structured on-page improvements, targeted meta optimisation, and consistent technical foundations can produce significant visibility gains for local service businesses within a short campaign window.
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