SEO case study
Select Coolrooms: SEO case study
A Sydney coolroom builder went from about 11 ranking terms to 261, and issued $299,521 in quotes in the first 38 days after launch.
Scope
- Sector
- Coolroom and freezer room construction
- Base
- Penrith, servicing Sydney and the east coast
- Launched
- 7 July 2026
What was happening before
For more than fifteen years, Select Coolrooms has built clean rooms, freezer rooms and coolrooms for major names such as Woolworths and Aldi, yet almost none of that reputation showed up when a customer searched Google. The old site ranked for only around eleven search terms and brought in about three free visits a month.
The Google Business Profile, usually the single biggest lever for a trade business, had its map pin set roughly 100 kilometres from the real base. Every nearby search that should have found Select was finding a competitor instead.
Every quote took hours to prepare from a blank page, and a phone call left no record at all unless a staff member jotted it down by hand. There was no way to tell which searches, if any, were producing work.
What changed
The map pin, fixed
The Google Business Profile, pinned 100 kilometres from the real base and quietly losing every nearby search, was the first thing corrected, before any content work began.
Built around buyer searches
Pages rebuilt around the specific searches a buyer types, including terms competitors pay roughly $14 a click to appear next to.
Rankings tied to enquiries
Call tracking and a quoting tool wired into the site turn a ranking gain into a number in the CRM.
Results, measured
These numbers come from three places: Select's own CRM, Analytics, and Google Search Console, covering the 38 days from the 7 July launch to 14 August 2026.
$299,521
generated through the site's own quote calculator within 38 days of going live
Select Coolrooms & Construction, alienwebdesign.com.au, fetched 2026-09-04
44x
more unpaid website visits in the first 38 days: 167, against about 3 a month before
Select Coolrooms & Construction, alienwebdesign.com.au, fetched 2026-09-04
#1
for "cool room builders sydney", the search competitors pay roughly $14 a click for; it was not ranking at all before
Select Coolrooms & Construction, alienwebdesign.com.au, fetched 2026-09-04
| Old site | Now | |
|---|---|---|
| cool room builders sydney | not ranking | #1 |
| coolroom builders sydney | not ranking | #2 |
| cool room builder | about 12 | #4 |
| cold room builders nsw | about 24, page 3 | #7 |
What this costs today
This depth of profile, technical and content work, across 261 ranking terms, is the Growth plan today.
Growth, $1,995 a month
Proved by: local SEO, SEO for tradies