Content Optimisation Results in 118% Keyword Increase

Thermac came to Wildcat Digital in March 2022 with the aim of building brand awareness online. Thermac traditionally did quite well with traditional sales methods (i.e. phone orders), but wanted to grow online. In two years, Wildcat achieved an 83% increase in users off the back of an 118% increase in keyword rankings

In March 2022, Thermac ranked for 1054 keywords. By February 2024, this number had climbed to 2587, including 35 top 3 keywords (a 52% improvement)

What we did

Extensive Keyword Research
Site-wide Content Optimisation


Ongoing Campaign

Woman looking at campaign statistics on laptop
Person looking at Thermac website on laptop

About the Campaign

Content SEO

After initial optimisation of key pages, Wildcat found further optimisation opportunities for the Thermac site through Google Search Console. By reviewing the impressions to click ratio data, Wildcat found a number of unexplored opportunities to optimise product pages, category pages and general information pages.

In most cases, these pages were either not optimised for SEO or didn’t contain any content. Our Content Specialists chipped away at these pages each month and, in just 12 months, their efforts resulted in an 83% increase in keyword rankings.

Performance Max Ad Campaigns

Before joining Wildcat, Thermac had some good, traditional search campaigns which gave us the data we needed to start running Performance Max Campaigns. This helped find users who are more likely to convert, gaining significant traction in both Paid Search and Google Shopping.

During our time working with Thermac, we have seen sharp rises in performance across every main key performance indicator (KPI) with the most sizeable rise coming from Impressions


On the SEO side of the campaign, Wildcat managed to achieve an 83% increase in keyword rankings, alongside a 66% increase in top 3 rankings. In turn, this influenced the amount of traffic to the site, with an 82% increase in organic traffic.

On the PPC campaign, Wildcat’s PPC team has increased Thermac’s Ad conversions by 162%. Additionally, they managed to:

  • Decrease cost per conversion by 64%
  • Increase impressions by a huge 3358%
  • Increase clicks by 207%
Man wearing PPE breathing equipment


Thermac is one of the UK’s leading suppliers of decontamination and surface preparation equipment They provide equipment, consumables, RPE, PPE, equipment servicing and RPE face fitting to a wide range of industries and sectors. Thermac pride themselves on being industry innovators, with skills, knowledge and technical capability to develop new and bespoke solutions.