From 1,000 to over 3,000 monthly visitors — a threefold increase in one year.
JP Køl & Klima
From declining traffic to three times as many visitors — in one year. acend handled SEO for a year.
Tech stack in this case study
SEO
GA4
Google Search Console
SEO
GA4
Google Search Console
SEO
GA4
Google Search Console
3×
as many monthly visitors in one year
1.000 → 3.000+
monthly visitors
25 years
and over 15,000 customers
Hele DK
from a base in Hasselager near Aarhus
Case studies
400+
Trustpilot
4.8
Years of experience
10+
The results
From declining traffic to three times as many visitors
JP Køl & Klima sells and installs heat pumps and air conditioning systems throughout Denmark from its base in Hasselager near Aarhus. They are an authorised dealer for Panasonic, Mitsubishi and Toshiba, with 25 years of experience and over 15,000 customers. acend handled SEO for a year.
A downward trend turned into growth.
Progress in a field where competition for visibility is among the toughest in the country.
The problem
The expertise was there. Visibility was falling.
JP Køl & Klima had the professional credentials: the authorisations, the dealership agreements, 25 years of experience and a reputation that holds up.
But expertise alone does not win back rankings.
Word of mouth cannot be scaled up
JP Køl & Klima needed new customers. They relied heavily on word of mouth and an organic presence built years earlier — and that presence had started to decline.
A presence that isn't maintained gets overtaken
Word of mouth is fantastic, but it grows slowly and cannot be scaled up on demand. And an organic presence that isn't maintained doesn't just stand still — it gets overtaken.
One of Denmark's toughest search markets
Energy prices and subsidy schemes have made the heat pump market enormous, and everyone from small installers to national chains and price comparison sites is competing for the same searches. If you lose ground here, someone is ready to take it immediately.
The solution
Three phases in the right order
We worked in three phases, and the order is the whole point: first, what makes a difference quickly; then, what delivers volume; and finally, what captures the rest.
The low-hanging fruit first
There are almost always results waiting in pages that are already close to performing well. A page at the bottom of page 1 or the top of page 2 has already shown Google that it is relevant — it just needs that final push.
So we started by identifying precisely those pages and optimising them. This delivers results within weeks rather than months — and the customer can see that it works while the heavy lifting is still underway.
The final push for the ranking
Heat pump installation
Side 1, bundenPlacering 8
Side 2, toppenPlacering 12
Efter optimeringTop 3 on page 1
Category pages and brand searches
Next, we went after volume. The main category pages and searches for the brands JP Køl & Klima sells are where the substantial traffic lies — and where visitors are close to making a purchase.
Instead of optimising each page individually, we built a template that can be rolled out across all categories. It gives the pages the structure search engines need, while also being designed to convert the visitors who land there.
Scalable structure
Category template
Reused across all categoriesVarmepumper
Struktur + konvertering
Air conditioning
Samme skabelon
Brand searches
Arver forbedringer
Local searches
Finally, we mapped out where there was local search volume worth pursuing. JP Køl & Klima serves the entire country, so geography is not a limitation for the business — but many people still search for a supplier in their own area.
This is rarely where the biggest numbers are, which is why it comes last. But once the foundation is in place, it provides additional traffic without taking focus away from what drives results.
Local volume on top of the foundation
Heat pump installer near me
Aarhus & omegn
East Jutland
The rest of the country
Additional traffic without losing focus on what drives results
The order is the whole point
This is the decision that makes the work scalable. Each new category inherits the structure rather than having to be built from scratch, and improvements can be rolled out across the entire site instead of one page at a time.
First, what makes a difference quickly. Then volume. Finally, what captures the rest.
The partnership
One year of consistent SEO work
Regular reporting and ongoing dialogue. A regular follow-up schedule, combined with room for whatever comes up along the way.
Regular reporting and ongoing strategic input
A regular follow-up schedule, combined with room for whatever comes up along the way.
acend handled the day-to-day work
The work was planned and executed together in one place, so each phase built on the previous one.
No long-term commitments
The partnership had to make sense month after month.
Contact
Shall we take a look at your business?
Tell us briefly where you want to go. We will get back to you with an honest assessment of how we can help you generate more enquiries.
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