The short version
Read this if you read nothing else
Warmline has the foundations of a site that can rank, but the pages that should be doing the selling are either missing, thin, or invisible to Google. The competitors winning these searches are not better businesses. They have simply published the pages that answer what buyers type in.
Capture the pre-build research phase, where the decision is actually made, instead of arriving at quote-comparison stage.
Priority keywords
Search demand and where the site currently sits
| Keyword | Monthly searches | Competition | Current position |
|---|---|---|---|
| hydronic heating melbourne | 1,900 | Hard | Not ranking |
| hydronic heating cost | 1,300 | Medium | Position 17 |
| hydronic heating ballarat | 170 | Easy | Position 3 |
| underfloor heating installation victoria | 590 | Medium | Not ranking |
| hydronic vs ducted heating | 880 | Easy | Not ranking |
| heat pump hydronic system | 720 | Medium | Page 3 |
Who is winning these searches
Direct competitors in Ballarat
| Competitor | What they are doing well |
|---|---|
| ranghydronics.com.au | Owns the cost cluster with one very good page |
| thermaflowvic.com.au | Broad service coverage, weak on regional terms |
| cosyhomeheating.com.au | Strong on underfloor, nothing on heat pumps |
Technical health
What is working against the site
| Check | Status | Detail |
|---|---|---|
| Page speed (mobile) | 49/100 | Gallery images served at full resolution |
| Indexed pages | 11 | Service detail lives inside PDFs Google cannot read |
| Schema markup | Missing | No LocalBusiness, no Service, no FAQ |
| Google Business Profile | Claimed | Verified, 34 reviews, service area too narrow |
Fix these first
Highest impact, least effort
- Move the PDF service detail into real indexable pages
- Build the cost page properly, with ranges and what drives them
- Widen the Google Business Profile service area to the Macedon Ranges and Melbourne's north-west
The full sequence is in the 3-month strategy.