From invisible to industry authority in the data centre cooling category.
A specialist brand fighting for visibility in a highly technical commercial category.
WebRefresh partnered with STULZ Oceania, a specialist in mission-critical cooling and essential infrastructure solutions, to overcome complex technical barriers and implement a high-value, multi-pillar SEO strategy.
The campaign goal: exponentially increase commercial visibility, establish industry authority, and drive qualified lead generation across the Australian and New Zealand markets — in a category where the buying audience is small, technical, and high-value.
Foundational technical limitations were holding back a brand with genuine industry expertise.
- /01
Technical roadblocks
The existing website architecture severely hindered local market SEO efforts and accurate conversion tracking. Schema markup and analytics settings were misaligned to the Oceania market, suppressing local search visibility.
- /02
Invisible commercial keywords
High-value, product-focused commercial keywords like "data center containment" and "chiller unit" were ranking outside the top 100 — effectively making STULZ invisible to customers actively searching for their core solutions.
- /03
A need for category authority
STULZ required a comprehensive content strategy to reinforce its position as an industry leader and capture search traffic for high-value services and future-focused solutions, including UPS systems and Liquid Cooling.
A two-pronged strategy: fix the foundations, then build the authority.
WebRefresh executed a strategic, dual-track approach — correcting foundational site issues while implementing a robust content roadmap focused on commercial intent and thought leadership.
Foundational & UX Improvements
A thorough technical audit and remediation programme to ensure the site was compliant, discoverable and converting traffic efficiently.
- Local search complianceAligned schema markup and technical settings with the Oceania region to immediately improve local search visibility.
- Optimised user experienceReworked the homepage with a new above-the-fold CTA and clearer pathways to high-intent service pages.
- Enhanced discoveryRestructured product category content to improve keyword relevance for both search engines and AI tools.
Strategic Content & Authority Building
A comprehensive content roadmap — including the 2026 Solutions Strategy — designed to capture immediate commercial demand and long-horizon industry leadership.
- High-intent service pagesLaunched dedicated pages for Maintenance, Repairs, Audits and Emergency Support to capture existing high-intent search traffic.
- Evergreen authority contentFoundational resources covering Air Flow Management, Free Cooling and UPS Efficiency to build topical authority across critical infrastructure.
- Future solutions focusBuilt early authority for long-horizon strategic bets including Liquid Cooling and AI Server Cooling, alongside high-value UPS topics.
Measurable growth across visibility, traffic and qualified lead volume.
The strategy delivered substantial, compounding growth — not just in rankings, but in the metrics that translate to revenue: non-branded clicks, contact events, and qualified leads.
| Metric | Improvement | Key Impact |
|---|---|---|
| Overall Organic Traffic | Up 261% YoY | Organic traffic to the primary domain increased 261% year-on-year by March 2026, demonstrating a significant expansion of STULZ's digital footprint. |
| High-Value Keywords | Major Ranking Jumps | Critical commercial keywords previously ranking below position 100 saw massive gains: "data center containment" moved from >100 to #4, and "chiller unit" moved from >100 to #5. |
| Lead Generation | Doubled in One Month | New qualified leads generated from organic traffic increased from 8 to 16 in March 2026, primarily driven by high-value UPS and Product pages. |
| Search Authority | Expanded Visibility & AI Presence | Tracked keywords ranking in the top 3 grew to 34 (44 in the top 10), with 26 newly entering the top 3. High-authority blog posts secured AI Overview positions for multiple target keywords. |
| Service Visibility | Strong Ranking & Traffic Gains | Organic traffic to new service pages increased 77% month-over-month. A newly created UPS Preventative Maintenance service page was observed ranking at position 1. |
"The biggest unlock wasn't a single tactic — it was sequencing. Fix the foundations, then let high-intent and authority content compound on a clean base."
Ready to be found in your category?
If your commercial keywords are sitting outside the top 100 — or your AI search visibility is non-existent — let's talk about what a real strategy looks like.
Start a Conversation →