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SEO case study · Regional Solar Installer

A rebuild and content launch, followed by more search visits.

The client is a regional solar installation company serving residential and commercial customers.

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Google clicks, Sep 2026
24,216
vs 1,799 in Apr 2026, before the June launch
Impressions, Sep 2026
2.19M
vs 188,515 in Apr 2026
Clicks, 90 days vs prior 90
5.4×
65,688 vs 12,154, measured 23 Sep 2026
Avg. position, Sep 2026
5.8
impression-weighted, all queries

Client and project identities are withheld. Figures come from Google Search Console and project records. Organic leads and revenue are not disclosed.

The business

The business behind the search visibility.

Buyers research subsidies, panel brands and prices for weeks before choosing a local installer, so search spans both informational and local intent.

The challenge

Where growth was getting constrained.

Technical

  • Ranked URLs returning 404s and a heading-order issue repeated across every page.

Search

  • A blog post competing with the matching city page for a local supplier-comparison query.

Content

  • A glossary with a reported 0.60% CTR and repeated title wording, prompting a query-level relevance review.
  • Older posts that mentioned several panel brands, conflicting with the exclusive product offering.

Authority

Not assessed in our records

Website

  • A legacy WordPress site with URLs that kept ranking after the move.

Conversion

  • Lead forms that rejected phone numbers entered with the +91 prefix.
The strategy

The strategy was bigger than rankings.

  1. 01

    Rebuild first

    Move to a fast static Astro site with a full redirect map so existing rankings carry over.

  2. 02

    Own the research questions

    Subsidies, panel comparisons, DCR rules and net metering: the questions buyers ask before choosing an installer.

  3. 03

    Win locally with substance

    City pages built from local research, not one template with the city name swapped.

  4. 04

    Fix what already ranks

    Rewrite titles on pages with impressions but no clicks, and consolidate pages competing for the same query.

What we changed

What we actually built.

  1. Astro rebuild + 265-line redirect map

    Started 16 Apr 2026, launched 5 Jun 2026.

  2. 161-term solar glossary

    Published 4–6 Jun 2026; 140 titles later rewritten from Search Console queries.

  3. Content library

    100 posts at launch plus a 55-post cluster; the library now holds 473 posts.

  4. 50 city pages

    Live 23 Sep 2026: about 4,400 words each, max 24.7% pairwise similarity, 6 consolidating 301s and 33 blog-to-city links.

  5. Lead delivery hardening

    CRM delivery with retry and email fallback, tested across 11 form types.

The data

What the search data shows.

Monthly Google clicksSource: Google Search Console, web search, Jul 2025 – Sep 2026. July 2025 is a partial month. The new site launched 5 Jun 2026.
Monthly Google clicks
MonthClicks
Aug 251,244
Sep 251,115
Oct 25822
Nov 251,019
Dec 25989
Jan 261,190
Feb 261,207
Mar 261,519
Apr 261,799
May 262,395
Jun 2611,907
Jul 2620,388
Aug 2623,727
Sep 2624,216

Top pages by clicks

  • Regional subsidy application guide2,552
  • Solar panel brand comparison1,705
  • Alternative panel comparison1,527
  • DCR vs non-DCR panels1,222

90 days to 4 Oct 2026. Source: Google Search Console.

Outcome

What changed.

  • Monthly Google clicks moved from roughly 1,000–2,400 before launch to 20,000+ from July 2026 onward.
  • The top-performing pages are buyer-research content (subsidy applications and panel comparisons), the questions people ask before choosing an installer.
  • Average position improved while impressions grew more than tenfold.
Read this alongside the numbers
  • Some of the top clicks are branded searches.
  • The 50 city pages went live on 23 Sep 2026; their effect is not yet measurable in this data.

Not disclosed: Leads and revenue attributed to organic search; Backlink data; Search data before July 2025.

What we learned

What this project taught us.

  • Separate observations from causes

    The new site and first content launched in the same week. Search clicks later increased, but these observations cannot isolate the effects of the rebuild and content.

  • Titles must use the searcher's words

    Search Console query wording informed title revisions, including phrases such as "DCR full form". The supplied records do not isolate the click impact of those edits.

  • Read clicks and impressions together

    In the displayed April-to-September 2026 comparison, clicks and impressions both rose, and CTR rose slightly. A blended ratio still needs query and page segmentation before diagnosis.

The system

Where this project sat in our method.

  1. Diagnose
  2. Architect
  3. Create
  4. Strengthen
  5. Convert
  6. Compound

Services used

Industry

How we work

Related case studies

Understand the terms used in this case study.

Title tag

A title tag is the HTML title element that names a web page. Search engines can use it when creating a result's title link, but may display different wording.

Average position

Average position in Search Console is the average position of a property's topmost result across measured impressions. It is an aggregate metric, not a fixed ranking every searcher sees.

Organic traffic

Organic traffic is website traffic attributed to unpaid search results. A visit is a channel observation, not proof that the visitor became a qualified lead.

SEO · Content · Local · Web Design

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