Challenge:
- The client operates an HVAC eCommerce store with a wide product range, but organic traffic was not sufficient to drive consistent sales growth.
- Competition with large marketplaces and official dealers made it difficult to gain visibility.
- Additionally, the client needed SEO support to ensure a smooth migration to a new domain.
Key project goals:
- Increase the visibility of priority categories in Google Search (with a focus on “Air Conditioners”).
- Drive more relevant organic traffic through primary and high-priority search queries.
- Achieve top rankings for commercial keywords related to air conditioners and other products.
- Improve on-site conversions driven by organic traffic from Google.
Project baseline data
Key challenges:
- High competition in the HVAC niche, especially from large marketplaces and official brand distributors.
- Insufficiently optimized SEO content on category pages.
- Poor internal linking structure.
- Weak backlink profile due to a lack of high-quality links.
Project workflow stages
Stage 1: On-page optimization
- Optimization of subcategories and brand pages (Cooper&Hunter, Samsung, Midea, Ballu, etc.), including the creation of SEO descriptions tailored to relevant keywords.
- Improved internal linking by connecting blog content with main category and brand pages to pass link equity.
- Addition of relevant, topic-focused content to the blog.
Stage 2: Off-page optimization
- Acquisition of high-quality backlinks to brand pages (air conditioners, humidifiers) as well as main category pages.
- Selection of anchors with high-volume commercial keywords to strengthen page authority.
- Ongoing expansion of the backlink profile and improvement of the website’s DR and UR metrics.
Stage 3: Ongoing processes
- Keyword position tracking and regular monitoring of ranking growth.
- Analysis of organic traffic dynamics (Search Console, Ahrefs, GA4).
- Continuous adaptation of the strategy based on seasonal demand and competitive landscape changes.
Results
Traffic source analysis (entire website – GA4 data)
Organic Search is the primary traffic source for the website, confirming the effectiveness of the SEO efforts.
In the latest period, organic traffic generated over 3K new users and 5K sessions, outperforming all other acquisition channels.
This highlights that the optimization of the “Air Conditioners” category, along with overall site improvements, delivered strong results and became the main driver of growth.
Google Search Console data:
Thanks to high-quality optimization of the “Air Conditioners” category before the season started, we achieved a significant uplift in performance, which positively impacted the overall site growth.
The screenshot shows full-site results over a 12-month period: both clicks and impressions in Google Search increased substantially, driven by a strong focus on the priority category.
Traffic peaked right at the start of the seasonal demand for air conditioners, confirming the effectiveness of a proactive SEO strategy.
“Air Conditioners” category performance (year-over-year comparison)
Thanks to the comprehensive optimization of the “Air Conditioners” category, we achieved significant growth in both visibility and traffic compared to the same period last year.
Clicks increased more than threefold, while impressions grew several times over, confirming the effectiveness of the strategy and the value of pre-season SEO efforts.
Organic traffic by pages (GA4 data)
The “Air Conditioners” category and its brand pages generate the largest share of organic traffic on the website.
The main “Air Conditioners” category is the top performer, driving 1,249 clicks and over 115K impressions, which accounts for 29% of total Google search traffic.
Brand pages within this category — such as Midea, Samsung, Cooper&Hunter, Ballu, and others — contribute several hundred additional clicks and tens of thousands of impressions. Altogether, they form the highest-performing traffic segment across all website categories.
The optimization of the main “Air Conditioners” category and its brand subcategories became the key driver of organic growth on the website.
Ahrefs data
The Ahrefs screenshot shows strong growth in key SEO metrics over the past year: organic traffic reached 12.3K (+10.9K), and the number of ranking keywords increased to 1.2K, with 116 in the top 3 positions (+68).
The backlink profile also improved, with 561 backlinks (+200) and 228 referring domains (+33). Domain Rating (DR 26) and URL Rating (UR 27) indicate increased domain authority.
Additionally, the website started appearing in AI-driven search results, including Google AI Overviews (3 pages) and ChatGPT (5 pages).
Ahrefs data (year-over-year)
The Ahrefs screenshot (Organic Search section) shows steady growth in organic traffic over the year. In July 2025, average organic traffic reached 11,061 visits — the highest indicator over the past 12 months.
The number of keywords ranking in the top 3 increased to 115, in the top 10 to 226, and the total number of ranking keywords exceeded 1,200.
This confirms the effectiveness of a consistent SEO strategy and high-quality optimization of site categories, particularly the “Air Conditioners” category.
Keyword rankings
Keyword rankings (Ahrefs data, year-over-year comparison)
The screenshot shows year-over-year growth in keyword rankings and organic traffic (compared to July 24, 2024).
According to Ahrefs, organic traffic increased to 12.3K (+10.9K YoY), while the number of ranking keywords reached 1.2K, with 115 in the top 3 positions (+68).
The keyword “air conditioner” (61,000 searches/month) entered the rankings for the first time, generating +9,642 additional clicks.
The query “buy air conditioner” (22,000 searches/month) improved by 19 positions — from #23 to #4 — resulting in +2,633 clicks.
Another strong performer was “air humidifier” (15,000 searches/month), which jumped 33 positions (from #35 to #2) and drove +1,719 additional clicks.
“Air Conditioners” category rankings
“Air Humidifiers” category
Keyword rankings show strong growth within Google’s top 10 for the main categories.
- “Air Conditioners” category: For high-volume queries such as “buy air conditioner” (8,100 searches) and “air conditioner buy” (4,400 searches), the website reached position #3. Other keywords, including brand-related queries (Samsung, Ballu, Electrolux), consistently rank in positions 1–3, ensuring maximum visibility.
- “Air Humidifiers” category: Core commercial queries (“air humidifier” – 33,100 searches, “buy humidifier” – 1,900 searches) also rank at position #2 in search results.
- Brand pages (Ballu, Electrolux, Cooper&Hunter) secured top 3 positions, confirming the effectiveness of anchor strategy and content optimization.
Conclusion
A comprehensive SEO strategy — covering content optimization, internal linking, backlink profile development, and continuous performance monitoring — significantly increased the visibility of the HVAC eCommerce website.
Early optimization of the “Air Conditioners” category provided a strong boost in organic traffic and secured leading positions for key commercial queries during the peak sales season. At the same time, optimization of the “Air Humidifiers” category helped expand semantic coverage and attract additional targeted traffic.
Data from Google Search Console and Ahrefs confirms the success of the implemented strategy: organic traffic grew multiple times, the number of keywords in the top 3 reached 116, and the backlink profile became significantly stronger.
As a result, the website achieved steady audience growth and strengthened its market position even in a highly competitive niche, positively impacting overall conversion rates.
