Skip to main content Ranking Improvement Case Study
This HVAC contractor was already earning millions of impressions but sitting on page two. We improved its average position from 17.9 to 9.9, pulling its biggest pages onto page one across 425K clicks and 51.1M impressions in six months.
Search Console · The Climb
The HVAC business had no shortage of visibility, with 51.1 million impressions over six months, but most of it sat on page two, where almost no one clicks. By focusing on the pages closest to breaking through, we moved the average position from 17.9 to 9.9, lifting the whole domain from the bottom of the results onto page one.
9.9
Avg. position (from 17.9)
425K
Total clicks
51.1M
Total impressions
6 mo
Comparison window
The Situation
The HVAC company ranked for a huge range of queries, but an average position of 17.9 meant most of those rankings sat on the second page, generating impressions without clicks. The opportunity was not more content, it was moving existing rankings up.
We identified the pages within striking distance of page one and the queries where the brand was being held back, then concentrated on lifting them. Average position improved to 9.9, and with the domain now landing on page one, those 51 million impressions are positioned to convert into far more clicks over time.
17.9 → 9.9
Average position
The Challenge
The HVAC contractor was earning over 51 million impressions, but an average position of 17.9 put most of those rankings on page two. The visibility was there; the clicks were not, because page-two results capture only a tiny fraction of searchers.
The challenge was not awareness or content volume. It was relevance and competitiveness on the queries that mattered, so the pages already ranking could climb the final few positions onto page one where the clicks are.
The Approach
Targeted Striking-Distance Pages (Positions 11 to 20)
We pulled every page ranking on page two with meaningful impressions and prioritized them, since a small lift in position there produces the biggest jump in clicks. These pages were the core of moving the average from 17.9 to 9.9.
Fixed Keyword Cannibalization
We found queries where several pages competed against each other and split their ranking signals, then consolidated or re-pointed them so one strong page could rank instead of two weak ones fighting for the same spot.
Rewrote Pages to Match Query Intent
For each striking-distance page we realigned the content with the exact intent behind the queries it already earned impressions for, strengthening the relevance signals Google needs to promote a page up the results.
Directed Internal Links and Refreshed Content
We pushed internal links from the domain's strongest pages into the priority targets and refreshed outdated sections, giving them the final nudge they needed to cross from page two onto page one.
The Results
9.9
Avg. position (from 17.9)
425K
Total clicks
51.1M
Total impressions
Page 2 → 1
Average ranking move
What We Did
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