Control Fire Systems
Canada, Toronto
Fire Safety
Project Overview
Control Fire Systems Ltd. is a Toronto-based fire protection company with 45+ years of experience. The company specializes in special hazard fire suppression systems, fire alarms, and detection technologies. Services include:
- System design & installation
- Inspection & maintenance
- Clean agent cylinder refilling (FK-5-1-12, Novec 1230)
- 24/7 emergency service
Recognized as Canada’s only Halon 1301 recycling centre, Control Fire Systems supports mission-critical industries including data centres, aviation, military, healthcare, and commercial facilities across Ontario and nationwide.
Business Objectives
The goal was to dominate local discovery channels and convert visibility into qualified leads. Key objectives:
Improve GBP performance & Map Pack rankings for service keywords.
Drive more qualified traffic to fire suppression & alarm solution pages.
Increase high-intent leads – calls, direction requests, and quote submissions.
Geo SEO Strategy Implementation
Key initiatives to close local search gaps:
Geo-Tagged Photos – strengthened local relevance with embedded location data.
Gallery Refresh – added new visuals of systems, facilities, and team in action.
Product Listings – structured core services in GBP for better discovery.
Regular Posts – highlighted case studies, safety tips, and announcements.
Service Categories – added missing categories for full coverage.
Citations & Directories – updated local and industry listings.
Reviews & Engagement – encouraged feedback and built trust signals.
On-Site Geo Content – optimized key pages with geo-targeted keywords.
Search Snapshot – Google & AI Visibility
LLM Coverage: 100% inclusion rate for tested high-intent queries.
| Query | Google Organic | Google Local Pack | AI Results (ChatGPT, Perplexity, Bing, Gemini) |
| fire suppression systems | Top 3 | #1 | ✅ Listed as recommended Canadian provider |
| FM-200 cylinder recharge | Top 2 | #1 | ✅ Cited in AI answers |
| data centre fire suppression | Top 1 | #1 | ✅ Featured as top solution provider |
| commercial fire protection | Top 3 | #1 | ✅ Surfaces in AI results |
Takeaway: Control Fire Systems now dominates across organic, maps, and AI-driven discovery channels — ensuring visibility at every decision point.
Results & Improvements
Keyword Rankings Growth
Secured 1st–2nd place rankings for industry-critical keywords like data centre fire suppression, FM-200 recharge, server room suppression system, fire alarm control panel installation.
Impact:
Authority in Key Verticals – healthcare, renewable energy, military, hospitality
Qualified Leads – more discovery by high-intent users
AI Overview Growth – from <15 listings in Mar 2025 → 99 listings by Aug 2025 (+560%)
Traffic & Visibility
AI Traffic & Engagement
This screenshot highlights traffic referred from ChatGPT, showing how AI-powered discovery is now driving qualified sessions to the website. Users landed on high-value service pages such as fire alarm panels, data centre suppression systems, and EV charging station fire protection content.
Impact:
Qualified Visits: Users coming from AI search results are engaging with product- and service-specific pages, signalling strong intent.
Diverse Page Coverage: Traffic is distributed across multiple high-value landing pages, reflecting broad topical relevance in AI-generated recommendations.
Complement to Geo SEO: This traffic works alongside local search improvements, adding a new channel for discovery beyond traditional Google Maps and SERPs.
Growth in AI Overview Visibility
Upward trajectory from March to August 2025 shows Google rewarded geo-optimized content & local authority signals, boosting presence in AI Overview results.
Impact:
Early AI Advantage – captured traffic in next-gen search experience
Competitive Edge – brand now surfaces where competitors are absent
Higher CTR – visibility at both discovery & decision stages
Engagement & Conversions
Key Events on Product Pages
This screenshot highlights tracked key events on high-value product pages (Notifier fire alarm panels and Minimax suppression systems). The actions represent users engaging with the ‘Let Us Talk’ form button, indicating a clear intent to initiate direct contact with the sales team. This demonstrates that visitors arriving through geo-optimized and AI-enhanced search results were not only browsing but actively converting into leads. interacting
Geo SEO Impact:
Visitors engaged directly with service and product-level content.
Local SEO improvements translated into measurable on-site activity.
Provided higher-quality lead signals by funnelling users into the service catalogue.
Google Business Profile
Overall GBP Interactions
- Total Interactions: 1,042 (+11% YoY)
- Website Clicks: 481 (+15.3% YoY)
- Calls: 132 in a single quarter
Total interactions reached 1,042 (+11% YoY), combining clicks, calls, and other engagement metrics.
Calls from GBP
Phone calls initiated from the profile grew to 132, reflecting a clear upward trend in direct customer interactions.
Website Clicks from GBP
The Business Profile recorded 481 website clicks, marking a 15.3% year-over-year increase. This shows how GBP optimization effectively channelled local search users into the website.
Impact:
More direct customer actions from Google Maps
Increased leads & service requests
Stronger trust & local relevance
Business Impact & Conclusion
Key Metrics (Apr–Aug 2025):
- Local Pack Dominance: #1 rankings for fire suppression & CO₂ systems
- GBP Engagement: +15.3% website clicks (481 total), 132 calls, 1,042 total interactions (+11% YoY)
- AI Visibility: 103 AI Overview listings, 59 ChatGPT sessions, mentions in Perplexity (8) & Gemini (18)
- AI Traffic: Qualified sessions from ChatGPT driving engagement with product and service pages
Business Benefit:
Control Fire Systems not only increased local leads and visibility but also became an AI-ready industry leader.
This comprehensive approach ensures sustainable growth and competitive advantage as search shifts toward AI-driven and hyperlocal discovery.
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