SEO Case Study: How a Green Energy Company Increased Consultation Requests by 255%
On June 9, 2025, a green energy company serving Davis, California partnered with Goforaeo because their website was not generating enough consultation requests from organic search. They were getting some visits, but most visitors were not taking the next step to schedule an assessment or request a quote. Paid ads were filling gaps, but the team wanted stable local demand from SEO.
This case study explains the SEO work completed from June 2025 through November 2025, with a clean baseline taken from May 2025. You will see the monthly work, the monthly numbers, and the simple strategy that helped them increase consultation requests by 255%.
Project overview: Location, timeframe, and what counted as a consultation request
This company provided solar consultations, energy audits, and electrification support for homeowners and small commercial properties in and around Davis. Their best projects came from high-intent local searches, but they were not showing up consistently for “solar installer Davis” type terms. Their Google Business Profile was also underused, which limited local pack leads.
We made tracking strict so the results stayed genuine and sales could trust the numbers. We counted only actions that created a real consultation opportunity, not shallow engagement.
Consultation requests counted:
- Consultation form submissions with address or service area
- Calls from the website tracked number that lasted over a minimum threshold
- Google Business Profile calls and messages that asked for scheduling or pricing
- Booking requests from the calendar link when present
Not counted as consultations:
- Newsletter signups
- Career applications
- General questions with no project details
Baseline: What performance looked like in May 2025
In May 2025, the site looked good visually but it was not built to win local SEO. Service pages were thin, the location signals were weak, and key trust information was scattered. Many visitors also landed on pages that did not make it easy to request a consultation.
Baseline metrics for May 2025:
- Organic sessions: 1,050
- Consultation requests from organic: 20
- Organic conversion rate: 1.9%
- Google Business Profile calls: 14
- Keywords in top 10 positions: 6
- Search Console clicks: 260
The lead pattern was inconsistent. Some weeks had multiple consults, then several days with none. That is usually a sign that rankings and local pack visibility are unstable.
What was holding growth back: The issues we found
The audit showed a clear problem: the company was not sending enough local relevance signals to Google or to users. People searching for energy services want quick proof: licensing, incentives, examples, warranties, and a simple way to book a visit. When that proof is missing, the visitor leaves and chooses a competitor.
Main issues we found:
- Service pages were too short and did not match local search intent
- Google Business Profile was not optimized for conversions
- Not enough trust signals near the consultation request areas
- Weak internal links between services, incentives, and location pages
- Slow mobile load on a few key pages, especially image heavy sections
Strategy: The SEO plan we used to increase consultations
We used a local SEO system that works well for green energy. First we fixed technical and tracking issues so we could measure correctly. Next we improved the local pages and service pages so they matched what people search. Then we boosted trust and conversion flow so more visitors booked consults.
The strategy had four pillars:
- Technical fixes and speed improvements
- Local page structure for Davis and nearby areas
- Google Business Profile optimization and weekly activity
- Conversion improvements and trust building on key pages
Tools used during the campaign
We kept tools practical and focused on local proof.
- Google Analytics 4 for tracking consultation conversions
- Google Tag Manager for call tracking and form event tracking
- Google Search Console for queries, clicks, indexing, and page performance
- Google Business Profile insights for calls, messages, and direction requests
- Screaming Frog for crawling and internal linking checks
- Ahrefs or Semrush for competitor gaps and keyword mapping
- PageSpeed Insights for mobile speed checks
- Microsoft Clarity or Hotjar for user behavior and friction insights
- Looker Studio for monthly reporting dashboards
Month by month execution and results: June 2025 to November 2025
June 2025: Tracking setup, quick wins, and local pack foundations
June focused on building a reliable measurement setup and improving the key pages that drive consults. We rebuilt the consultation CTA placement and fixed the most obvious on page issues. We also optimized Google Business Profile categories and service sections so local pack visibility could improve.
Work completed in June:
- GA4 and GTM conversion setup for consult forms and calls
- Service page refresh: solar consultation and energy audit pages
- Google Business Profile updates: categories, services, description, FAQs
- Internal linking improvements between services and incentives content
June results:
- Organic sessions: 1,240
- Consultation requests: 27
- GBP calls: 20
- Keywords in top 10: 9
- Search Console clicks: 320
July 2025: Davis focused service pages and incentive content
In July, we expanded local relevance. People in California search heavily around rebates and incentives, so we created content that explained incentives clearly and connected it to consultation actions. We also strengthened Davis specific signals across headings, FAQs, and page copy.
Work completed in July:
- Built a Davis focused solar page and expanded service area signals
- Published incentive guide content and linked it to service pages
- Added trust blocks: licensing, warranty, installation process, timeline
- Improved page titles and meta descriptions for local intent queries
July results:
- Organic sessions: 1,520
- Consultation requests: 34
- GBP calls: 27
- Keywords in top 10: 14
- Search Console clicks: 410
August 2025: Reviews, proof content, and conversion upgrades
August was about trust. For green energy, reviews and proof win consults. We helped the team set a steady review process and we improved proof sections on the site. We also reduced friction in the consult form so more people completed it.
Work completed in August:
- Review request process and consistent review responses
- Added project example sections with clear outcomes
- Consult form shortened and made easier on mobile
- Added FAQs that answered pricing and timeline concerns
August results:
- Organic sessions: 1,880
- Consultation requests: 41
- GBP calls: 34
- Keywords in top 10: 19
- Search Console clicks: 530
September 2025: Authority building and stronger internal linking
In September, we used Search Console data to find keywords that were close to page one. We expanded those pages, improved internal links, and strengthened local relevance. We also earned a few local mentions that supported trust signals in the area.
Work completed in September:
- Content expansion for pages ranking in positions 11 to 20
- Internal linking pass to push authority into money pages
- Local outreach for mentions in community and sustainability spaces
- Continued weekly GBP posts and photo updates
September results:
- Organic sessions: 2,260
- Consultation requests: 50
- GBP calls: 42
- Keywords in top 10: 26
- Search Console clicks: 680
October 2025: Conversion improvements using real user behavior
In October, we focused on increasing conversion rate. We used session recordings to see where visitors hesitated and improved the clarity of steps, pricing guidance, and what happens after a consultation request. These changes helped turn more visitors into scheduled calls.
Work completed in October:
- Updated CTAs and added “what happens next” sections
- Improved page layout for mobile users and reduced scroll friction
- Added quick estimate style guidance without making unrealistic promises
- Improved call button placement on high intent pages
October results:
- Organic sessions: 2,720
- Consultation requests: 60
- GBP calls: 55
- Keywords in top 10: 33
- Search Console clicks: 820
November 2025: Scaling what worked and stabilizing rankings
In November, we scaled the pages and topics that were driving consults. We refreshed the top converting pages, expanded service area content only where needed, and cleaned tracking to ensure consultation numbers were accurate. We also continued review growth and Google Business Profile updates.
Work completed in November:
- Refresh of top converting service pages with updated FAQs
- Expanded service area signals for nearby communities as relevant
- Tracking cleanup to prevent duplicate conversion events
- Continued GBP activity: posts, photos, and review responses
November results:
- Organic sessions: 3,100
- Consultation requests: 71
- GBP calls: 63
- Keywords in top 10: 40
- Search Console clicks: 980
Before vs after proof: The 255% increase in consultation requests
The clean comparison is the baseline month versus the final measured month. In May 2025, consultation requests from organic were 20. In November 2025, consultation requests reached 71. That is a 255% increase, calculated as: (71 minus 20) divided by 20.
Supporting proof that it was not only more traffic:
- Organic sessions increased from 1,050 to 3,100
- Keywords in top 10 increased from 6 to 40
- Search Console clicks increased from 260 to 980
- Google Business Profile calls increased from 14 to 63
Why it worked: The real drivers behind the growth
This campaign worked because we improved local relevance and trust at the same time. We built pages that matched local search intent, explained incentives clearly, and made it easy to request a consultation. We also treated Google Business Profile as a lead channel with weekly activity, not a one time setup.
The biggest drivers were:
- Strong Davis focused service pages with clear consultation paths
- Incentive content that captured high demand searches and drove actions
- Review growth and visible proof close to CTAs
- Better internal linking that pushed authority into conversion pages
- Conversion improvements that removed friction on mobile