Project Overview
Our client, Vortexed Airconditioning — servicing residential and commercial customers on the Gold Coast and beyond — sought to elevate their digital presence, capture more high-intent leads (both installations and repair/maintenance), and grow their conversions via organic search. They needed to strengthen their visibility for key service-terms (air-conditioning installation, repair, maintenance, VRV/VRF systems, ventilation works) and build authority in a highly competitive local market. To achieve this, we implemented a comprehensive large-scale SEO initiative: in-depth technical audits, expansive keyword research across service verticals, a content-led strategy (including service pages, blog/guide content) and rigorous on-page & schema optimisation across all service categories. The end result: increased organic search performance, stronger category authority, and measurable business growth from organic channels.
Challenges
- The local air-conditioning and HVAC market on the Gold Coast is saturated — we faced intense competition for high-value service keywords (e.g., “air conditioning installation Gold Coast”, “commercial VRV systems Gold Coast”, “air-con repair emergency Gold Coast”).
- Existing site structure had inconsistent keyword usage: service listings and category pages were under-optimised, with metadata and internal linking lacking standardisation.
- Metadata (titles, descriptions, header tags) and schema markup were under-developed; internal linking between service types (installation, maintenance, repair) and informational blog guides was weak, limiting crawl depth and topical authority.
- Content support for buyer-intent queries (e.g., “how much does air conditioning installation cost?”, “when should I service my VRF system?”, “benefits of car park ventilation”) was limited — suppressing visibility in long-tail queries and featured snippet opportunities.
Solutions
- Performed a deep competitor and keyword mapping exercise across all service lines and target geo-areas (Gold Coast, Brisbane, Hinterland), identifying high-intent keywords and long-tail opportunity gaps.
- Standardised and optimised metadata site-wide: service page titles/descriptions aligned with priority keywords; incorporated semantic related keywords (e.g., “reverse-cycle ducted systems Gold Coast”, “split system repair Gold Coast”) into headings and page copy.
- Re-architected internal linking: created a well-defined hierarchy and navigation between main service pages, blog guides, and supporting resources — improving crawl-depth, user-journey flow and topical relevance.
- Launched an ongoing blog and guide strategy targeting informational and purchase-intent queries (e.g., “How to choose a multi-head air-conditioning system”, “When to service your commercial VRF / VRV system”) to capture and nurture leads before the decision stage.
- Enhanced technical SEO: implemented schema markup (LocalBusiness, Service, Product as applicable), improved site speed and mobile responsiveness (addressing Core Web Vitals), fixed crawl-error issues, ensured correct indexing and canonicalisation across service pages.