Putting a Commercial Solar Installer First on Google

The challenge

Solar Set install commercial and residential solar across the Gold Coast, Brisbane and Northern New South Wales. Holly Charters runs the business with co-founder Kale Fogg. When we started in June 2025, the marketing was running, but nobody could say what it was doing.

The previous provider sent no regular reports. Holly was rarely part of the strategy. Google Ads spent money every day on broad keywords and sent the clicks to a residential page with nothing built to catch them. What came back was spam and calls from suppliers, not quote requests.

All of Solar Set's work was commercial. Holly wanted to grow residential to more than 30 per cent of the business.

The website was working against them too. Fifty-two blog posts sat with no structure behind them, so the company's own articles outranked its service pages. None of the five local searches we tracked showed Solar Set in Google's map results. More than twenty searches each showed the site to over 500 people and earned no clicks at all.

The strategy

Fix what was broken first. Then give the site a structure Google can follow, so every article supports a service page. Then win the suburbs Solar Set actually installs in, one page at a time.

The work

We started with the technical faults. We cleared 90 errors, including broken pages, chains of redirects and duplicate page titles. We repointed 185 internal links that ran through redirects. We resubmitted the sitemap, which brought another 53 pages into Google's index.

We found the host's cache was not clearing when pages changed, so Google had been reading old titles for weeks. We fixed it at the source. Five pages had no title or description at all, and one showed raw code as its Google description. We rewrote all five.

We rebuilt the site's structure around five topics. Each topic has a main service page, and every article links back to it. The articles now send visitors to the pages that sell, rather than competing with them.

We built suburb pages on one reusable template. Robina grew from a 461-word page that nothing linked to into a 1,561-word page with its own local structured data. Burleigh Heads followed on the same template. Each new suburb now takes hours to build rather than days.

We write and refresh articles on rebates, costs and batteries, including a guide to the Northern New South Wales rebates. We update each one when the rules change.

We set the site up for AI search. We audited how AI tools see Solar Set in June 2026, then wrote pages that answer buyers' questions directly. Each suburb page carries structured data that names the business, its service area and eight questions with answers. The commercial financing guide now opens with key points and an FAQ that AI answers can quote.

We made Solar Set's business details the same everywhere online, then rebuilt the Google Business Profile. We set the categories and cut the services list from 28 entries to a usable set. We added products, a full description, the service area, photos and questions and answers.

In September 2026 we rebuilt the residential solar page and published a service areas page, so homeowners have a clear place to start. We also host the website, so the site and the search work sit with one team.

The results

• First position on Google for "commercial solar Gold Coast", "commercial solar panels Gold Coast", "commercial solar systems Gold Coast" and "commercial solar company"
• Nine keywords in the top three, and eleven in the top ten
• Search visibility of 48.5 per cent, up 11.6 points

Where it landed

Solar Set now has a website Google can follow and an upgraded content strategy behind it. Its pages also appear in Google's AI answers. In the three months to 24 October 2026, Solar Set showed up about 15,700 times in AI Overviews and AI Mode, across 70 pages, led by its battery retrofit page. We review the numbers with Holly every month, and the work has two goals.

• Keep first place in Google's map pack for commercial solar on the Gold Coast, and push into the top 20 for residential solar searches.
• Build location pages that feature local installs, quoted price bands and accurate rebate calculations, so visitors can see what a system costs where they live.