Design Air SEO Case Study

The client: Design Air

Design Air is an Atlas Copco Premier Distributor that sells, installs, services and hires compressed air equipment for manufacturers across Scotland. We've worked with them for over a year.

It's a regional B2B equipment business. The buyer is an engineer or site manager with a compressor that's playing up, a factory that needs more air, or a shutdown that needs temporary kit. They don't browse. They search for the problem or the service, pick two or three suppliers and phone them.

That makes it a lot like most of the businesses we work with. The niche isn't crowded, but national brands and manufacturer websites take most of the search results, and a good regional firm can be close to invisible.

Where they started

In the summer of 2025 the site was getting between 115 and 175 clicks a month from Google. Search Console only shows the wording of some searches. Of those, just 38 clicks in the whole of July to September came from searches that didn't mention Design Air.

The opportunity was the buyers who didn't know the name yet.

What we did

Pages for the services and places buyers search for

We rewrote and strengthened the pages around what buyers actually type: equipment hire, spare parts, and pressure systems (PSSR) inspections. Each page says what Design Air does, where, and how to get hold of them.

Guides that answer the fault before the phone call

A lot of buying in this sector starts with a fault. "Why does my compressor keep switching off?" "Why won't it start?" "Why is it tripping the breaker?" We wrote practical guides that answer those questions properly and point the reader to the service team when the fix needs an engineer.

We write fewer generic blogs than we used to. These aren't generic. Each one answers a problem a buyer has right before they call someone.

A new website built for search and AI

In 2026 we rebuilt the website. It's faster and cleaner, and it doesn't hide content behind JavaScript, which most AI crawlers can't read. It's also connected to our own monitoring software. When a page starts slipping, it's flagged, a person reviews it, and we update it. Nothing is left to drift for six months.

The results

The table compares July to September 2025 with July to September 2026.

The biggest single gain came from the fault guides. One guide on why compressors switch off unexpectedly went from nothing to 158 clicks in three months. The service pages grew more slowly. They also matter more, because they're the pages people are on when they decide to get in touch.

Monthly clicks have stayed between roughly 390 and 520 since March 2026, against 115 to 175 a year earlier.

What ChatGPT says about them

Every month we ask ChatGPT, with web search switched on, the questions a buyer in Scotland might ask. We ask each one three times, because ChatGPT doesn't give the same answer every time.

In the latest check, Design Air was named in all five. It was listed first for four of them, including "We're looking for an Atlas Copco distributor in Scotland" and the question about leak detection and energy audits.

AI tools search the web and then judge what they find. A site with clear service pages, real locations and readable content gives them something to recommend.

How we measured this

Every search figure on this page comes from the client's own Google Search Console and Google Analytics 4 accounts. We compare July to September 2025 with July to September 2026 because that gives a like-for-like season. The ChatGPT results come from our own monthly tests.

We use clicks, not impressions or average position. In September 2025 Google changed how results pages are counted, and almost every website's impressions fell and average position "improved" overnight. Clicks weren't affected, so clicks are what we show.

Google also hides the wording of some searches for privacy. Figures for searches without the company name only count the searches it does show, so the real numbers are higher.

What this means for a regional equipment business

If you sell, service or hire equipment in one region, this is the pattern. Get the service pages right first. Then answer the problems your buyers search for before they call. Keep the site fast and readable. Then keep checking it, because search changes every month.

We work with a lot of air compressor companies and other industrial service firms. If you want to know where your site stands, ask for a free audit or see our pricing.