Best AC Surplus SEO Case Study

Challenges

RankingBySEO Inc. reviewed the existing SEO campaign for Best AC Surplus to figure out the performance bottlenecks that were affecting lead generation for the client. We found the following SEO challenges for the client after our analysis:

• Missing H1 Tags: H1 Tags were missing on certain pages, and there were several pages that were competing for the same H1s. 
• Orphaned Service Pages: Some services had no internal links pointing to them.
• 404 Errors from Deleted Content: After updating content and URLs, certain valuable pages were returning 404 errors. 
• Suspicious Backlinks from Spam Domains: Some irrelevant directories and suspicious websites had backlinks to the client’s website.

Solution

We created a customized SEO plan for Best AC Surplus based on the unique challenges that they were facing in terms of site optimization. We fixed the SEO issues and implemented additional optimizations to improve rankings for the website on search engine results pages.

• H1 Tags Optimization: We reviewed the heading structure of every page on the website to ensure that every webpage had a correct H1 tag. We added H1 tags to the pages that were missing them and created unique H1s for every page. With a clear primary heading for every page, the search engines were able to understand and rank the pages effectively.
• Orphaned Service Pages Fixing: Our experts analyzed every webpage and connected the ones that were relevant with strategic internal links. This helped increase the discoverability of every webpage on the site, and the pages that were under-crawled started gaining the attention of the search engines.  
• Fixing 404 Errors: We redirected the URLs that were returning 404 errors to make them point to the right pages on the website. This helped restore the traffic that the website had lost because of the error. With time, the traffic received a boost while the overall rankings got better as well.
• Backlinks Cleanup: We did a comprehensive link-profile cleanup for Best AC Surplus to get rid of the suspicious backlinks from low-quality websites. With the advanced Google Disavow Tool, we requested Google to ignore the spammy backlinks that were pointing to the client’s website.

The Results

We did SEO for this client for about 3 months, between May and August of 2026. By the end of the campaign, we were able to generate around 3.34K clicks while the impressions for the site went up to 829K. The website had an average CTR of 0.4%, while the average position jumped up to 12.9, with clear signs of further improvement toward the higher side. 

• Clicks trended upward through most of the period. They rose from the early-May baseline to their highest point in mid-to-late July. After that, the clicks eased back down toward early August.
• Impressions remained relatively flat during this period. They were low for most of the campaign, and a modest increase in impressions appeared in the final two weeks.
• Average CTR rose gradually through the middle of the period. The CTR peaked around the middle of July before declining through early August.
• Average position showed the most movement of the four metrics. It dipped in early July and then improved sharply to its best point of the campaign in the middle of July. After that, it started declining again toward August.
• The overall performance across all four metrics was strongest during the mid-July stretch, which also stands out as the most favorable point in the SEO campaign for the client.