Local SEO Case Study

Client Background

Our client, a Local B2C Home Service Company, was struggling to make an impact in their city and surrounding region. Despite offering top-notch services, their online presence was weak, and they weren’t reaching their target audience effectively. Their goal was to outrank local competitors and become the go-to service provider in their area.

Challenges

Does your website have lots of content but it wasn’t created strategically? Is it not ranking for the right local keywords, and are visitors not converting into customers? These were exactly the issues our client faced:

• Low Local Search Visibility and Poor Keyword Rankings: The client’s website wasn’t showing up in search results for relevant local keywords. They weren’t reaching their local audience effectively, resulting in low traffic from search engines.
• Lack of Engaging, Locally-Focused Content: The content on their site was not tailored to the local market. Visitors weren’t finding the information they needed, leading to high bounce rates and low engagement.
• Google My Business (GMB) Optimization: Their GMB profile was incomplete and not optimized, impacting their visibility in local search results.
• Technical SEO Issues: Their site had technical problems, including slow load times and poor mobile optimization, which were hindering search engine crawlers and impacting user experience.
• Low Conversion Rates: Visitors who did find the site weren’t converting into customers. The website’s structure and design were confusing, with a disorganized layout and navigation that made it difficult for users to find what they needed.

Strategy

Here’s how we transformed their online presence:

1. Keyword Research: We started by conducting comprehensive local keyword research to identify high-impact terms that were relevant to their services and location. By targeting both competitive and long-tail local keywords, we aimed to capture a broad audience within their city and region.
2. Google My Business Optimization: We optimized their GMB profile by completing all relevant sections, adding high-quality images, and encouraging customer reviews. This improved their visibility in local search results and made it easier for potential customers to find and contact them.
3. Site Structure Overhaul: Recognizing the importance of a well-organized website, we undertook a complete site structure overhaul. We simplified the navigation to make it user-friendly and intuitive. Redundant or irrelevant pages were consolidated or removed to streamline the content. This reorganization made it easier for visitors to find the information they needed and improved the overall user experience.
4. Technical SEO Fixes: Our team conducted a comprehensive technical SEO audit to identify and address all underlying issues. We fixed broken links, improved page load times, and ensured the site was mobile-friendly. By resolving these technical problems, we enhanced the site’s performance and ensured it met search engine guidelines for indexing and ranking.
5. Content Creation: With a solid local keyword strategy in place, we developed a robust content plan. We created high-quality, engaging content including blog posts, service pages, and customer testimonials, all optimized for the identified local keywords. This content was designed to attract and retain visitors, providing valuable information that moved them further down the sales funnel.
6. On-Page SEO Optimization: We optimized all on-page elements, including meta tags, headings, and internal linking structures. Each page was meticulously reviewed and adjusted to ensure it aligned with SEO best practices. This optimization helped search engines better understand the content and improved the site’s rankings for targeted local keywords.
7. Conversion Rate Optimization: To turn visitors into customers, we focused on enhancing the site’s conversion elements. We revamped the landing pages, improved calls-to-action (CTAs), and implemented A/B testing to identify the most effective strategies. These changes made it easier for visitors to take desired actions, such as filling out contact forms or calling for services.

Results

In just 18 months, our client saw:

• 200% Increase in Local Search Visibility: By addressing the key challenges and implementing a comprehensive Local SEO strategy, we significantly boosted the site’s local search visibility. More local visitors were finding the site through search engines, leading to increased brand awareness and engagement.
• Top-3 Rankings for High-Competition Local Keywords: Through targeted keyword research and optimization, the client achieved top-3 rankings for several competitive local service keywords. This improved their presence in search results and attracted more qualified traffic.
• 30% Improvement in Conversion Rates: The enhanced content, improved site structure, and optimized conversion elements led to a significant increase in conversion rates. Visitors were more likely to engage with the site and take action, resulting in more leads and customers for the client.

Case Study Overview

• Client: Local B2C Service Company
• Challenges: Low local search visibility, poor keyword rankings, unengaging content, incomplete Google My Business profile, technical SEO issues, low conversion rates, confusing and disorganized website
• Strategies: Local keyword research, Google My Business optimization, site structure overhaul, technical SEO fixes, content creation, on-page SEO optimization, conversion rate optimization
• Results: 200% increase in local search visibility, top-3 keyword rankings, 30% improvement in conversion rates
• Timeline: 18 months