Before Profit Labs™, this solar lead gen team had a site that was doing some work, but not enough to support national growth. They were bringing in about 320 organic inquiries a month, had 41 page-one keywords, and only 7 terms in the top 3. Their Domain Rating sat at 28. The main problem was not that demand did not exist. It was that the site was too thin, too uneven, and too hard for search engines to trust at scale. Important buying-intent terms were stuck off page one, location coverage was shallow, and technical issues made it harder for existing pages to perform. They reached out because paid channels were getting more expensive, and they needed search to become a steadier source of qualified inbound demand.
## What we changed
First, we built a content engine around how people actually search for solar options across the United States. That meant creating and expanding state pages, city-level supporting pages where it made sense, program and incentive content, comparison pages, cost pages, and service pages tied to residential solar intent. We also refreshed older pages that had some traction but were missing depth, internal links, and clear conversion paths.
Second, we improved site structure so authority could move through the site more cleanly. We tightened internal linking between high-value commercial pages and informational pages, cleaned up duplicate and overlapping content, and rewrote key title tags and meta descriptions to better match search intent. We also added schema where relevant and fixed crawl issues that were slowing discovery and indexing.
Third, we ran a steady backlink campaign focused on relevance and consistency. This included placements on industry and home-services sites, digital PR-style mentions tied to solar topics, and linkable assets that gave publishers a reason to cite the brand. The goal was simple: increase trust without chasing junk links.
Because this was on the national SEO track, we used local signals selectively. We cleaned up core business data, strengthened citations where they supported trust, and made sure location references across the site were accurate and consistent. The point was not to pretend to be local everywhere, but to remove trust gaps.
## Results
After 12 months, organic inquiries grew from 320 a month to 4,810. That is a 1,403% increase in inbound leads from search. For the business, that meant far more form fills, phone calls, and booked conversations coming from non-paid traffic.
Visibility moved with it. Page-one keywords increased from 41 to 487, top-3 rankings rose from 7 to 78, and Domain Rating improved from 28 to 54. In practical terms, this team went from ranking for a limited set of terms to showing up across a much wider set of high-intent searches. That broader footprint gave them more consistent lead flow and reduced their dependence on paid acquisition.
## 90-day plan from here
The next quarter is focused on sharpening what is already working. We will expand into more high-intent topic clusters, push more page-one terms into the top 3, continue link acquisition to strengthen priority pages, and improve conversion paths on the pages now attracting the most traffic. The goal is not just more rankings, but more qualified inquiries from the terms most likely to turn into revenue.