his case study covers the strategies I implemented for a major fuel supplier specializing in smokeless coal, firewood, bottled gas, and other solid fuels across Dublin. Known locally for their reliable service, the client wanted to increase their visibility beyond the immediate area and grow their delivery service for firewood and other fuels across Ireland.
Before reaching out, they relied heavily on traditional advertising—brochures, newspaper ads, and local banners. However, these methods were costly and didn’t translate well into sales. Although they had an existing website, it was not optimized for search engines, and they had little understanding of how organic search could drive conversions. They asked me to help them rank for specific local searches, such as “bag of coal for sale in Dublin,” and improve their overall digital visibility.
UNLOCKING OPPORTUNITIES
The fuel market is seasonal, with peak demand for heating products in the winter. However, the client also offered products with year-round appeal, including bottled gas, industrial gases, and propane, which allowed us to target consistent traffic throughout the year.
Our analysis revealed several opportunities to expand beyond just seasonal keywords. While optimizing for winter-centric products like firewood and coal, we saw value in positioning the client as a supplier for all-year-round items like gas cylinders. By enhancing visibility for both product lines, we could ensure steady traffic even outside the heating season.
MY APPROACH
To achieve these goals, I implemented a comprehensive strategy tailored to the client’s budget, objectives, and unique product mix:
- Keyword Optimization:
- Conducted in-depth keyword research for each product category, focusing on both seasonal and year-round terms.
- Targeted a mix of local and broad keywords to attract customers across Dublin and Ireland.
- Content Development:
- Created optimized descriptions for each product category, focusing on the benefits of each fuel type.
- Developed supporting content to educate potential customers about different fuel options and highlight the quality of the products.
- Site Structure and UX Improvements:
- Established dedicated pages for each product category to improve navigation and optimize for specific search intent.
- Implemented call-to-action (CTA) buttons across the site, especially in mobile view, to increase engagement and lead conversions.
- Backlink Strategy:
- Built a reputable backlink profile by earning links from local directories, industry publications, and relevant blogs to enhance domain authority.
- Social Media Support:
- Leveraged social media to grow brand awareness and generate additional traffic, promoting special offers and seasonal product lines.
RESULTS
After several months of these SEO efforts, the client’s website saw remarkable improvements in both organic traffic and sales:
- Keyword Rankings:
- Increased the number of keywords in the top 3 positions from 2 to over 75, with more than 450 keywords now ranking on the first page.
- Strong gains in product-specific keywords, especially for fuel types relevant in both summer and winter.
- Traffic and Conversions:
- Recorded a significant rise in organic traffic, with steady growth in site visits across the year.
- The website’s bounce rate decreased by 39%, due to improved targeting and user experience enhancements.
- The addition of mobile-friendly CTAs led to an increase in phone call conversions, making it easier for customers to inquire about or purchase products.
- User Experience and Engagement:
- Better product categorization and CTA placement created a smoother experience, particularly on mobile, leading to a significant increase in engagement.
- Social media efforts brought additional leads, driving more targeted traffic to the site and supporting the sales funnel.
FINAL WORDS
This SEO project has demonstrated how effective digital optimization can transform a local business with established roots. By combining seasonal and year-round strategies, we were able to significantly expand the client’s reach and boost sales, particularly for key product categories. The success of these initiatives has created a solid foundation for further growth, and I anticipate continued increases in traffic and conversions over the coming months.