The Challenge
The client is a London heating and cooling specialist offering heat pump installation, air conditioning servicing, boiler replacement and underfloor heating to homeowners across the capital. They launched a new website and needed a content programme to grow organic visibility from day one. Despite strong technical expertise and a growing service range, the site had no content targeting the keyword categories homeowners use when researching heating and cooling options. Search interest in heat pumps and air source heating was trending sharply upward, meaning the window to build early authority in those terms was open, but only for businesses that moved quickly.
- No existing content targeting the keyword categories driving installation and servicing enquiries
- Multiple high-value terms showing strong upward search trends, including air source heat pump installer at +200% over three months
- Six established local and national competitors already ranking for priority terms
- The site needed content across installation, servicing and seasonal topics to cover the full customer journey
- A new website with no content track record, competing against established local specialists
- No content targeting the specific London areas and postcodes the business actively serves
Our Approach
1. Keyword Research
I mapped 22 target keywords across heat pump installation, air conditioning, boiler replacement and underfloor heating, pulling volume and trend data from Google Keyword Planner to identify where demand was growing fastest.
2. Competitor Analysis
I identified six competitors ranging from local heating engineers to national manufacturer sites, reviewing their keyword coverage and content to find the gaps and angles worth targeting.
3. Five-Month Content Plan
I built a month-by-month plan covering two pieces of content per month, balancing service page optimisation with targeted blog posts timed around seasonal demand and search trends.
4. On-Page Optimisation Guidance
Each piece of content was accompanied by keyword placement notes, internal linking guidance, FAQ sections targeting question-based searches, schema markup instructions and CTAs linked to the enquiry form.
How We Work
Discovery and Audit
I began by researching the keyword opportunity across heat pump installation, air conditioning and boiler replacement terms in London. Trend data revealed several service categories growing rapidly in search volume, particularly air source heat pumps and combined heating and cooling systems, giving a clear picture of where to focus first.
Structured Delivery
Content runs across five monthly sprint cycles, with two pieces delivered each month. The plan alternates between service page optimisation and targeted blog posts, working through heat pumps, air conditioning, boilers, underfloor heating and seasonal content in sequence. Each piece includes keyword targeting, internal links, FAQs and a clear CTA.
Measure and Report
A monthly ranking and traffic report accompanies each round of content, showing position changes, organic traffic and conversion data. New content is submitted to Google Search Console for indexing after each delivery.
The Results
The strategy gave the client a clear content roadmap from the day their new website went live. Keyword research identified 22 target terms across installation, servicing and seasonal topics, with several showing strong upward trends: air source heat pump installer had grown 200% over three months and air source heating was up 189% over the same period. A five-month programme of ten content pieces was planned and scoped to systematically build authority across the categories driving enquiries for London heating and cooling specialists, with each piece accompanied by on-page optimisation guidance and a monthly report tracking progress.