The Background: The major purpose of Local Business SEO is to help the Local business website ranked on top of SERP’s for local searches across devices especially smartphones which contributes the major chunk of search traffic. This case study reveals our analysis, strategy, implementation and results for one of our clients based in Gloucester operating in 3 neighboring areas and are into carpet cleaning business.
Details of Client
|Targeted Keywords||: carpet cleaners Gloucester, carpet cleaners Cheltenham, carpet cleaners Tewkesbury, carpet cleaners Stroud, upholstery cleaning Gloucester, carpet cleaning Gloucester|
|Business||: Carpet Cleaning|
|Targeted Local Area||: Gloucester, Cheltenham, Tewkesbury, Stroud|
|Project Start Date||: 05/14/2014|
Précis of The AngloClean Carpet Cleaners:
The AngloClean Carpet Cleaners are one of the principal and reliable franchise organizations for carpet and upholstery cleaning. The group originated in the year 1989 and has successfully stepped into the 26th year of remarkable service. The business is positioned in the areas of Gloucester, Cheltenham, Tewkesbury and Stroud.
Their immaculate sparkling services are endorsed by the organizations – WoolSafe, IICRC, TACCA and SSIP. The organization is purely reliant on clients and offers many exclusive offers to them. Written guarantee or refund of amount if not contended and public cover for liability for £5 000 000.00 are unique among them.
The AngloClean Carpet Cleaners are located in the county of Gloucester that is jam-packed numerous carpets cleaning and upholstery services. Also, the race in the search engine space is also hefty. Getting hold of a customary keyword from the pile was also strenuous. We started engaging with a site where the goal was laid clearly before us, to grab a place in the top 5 for the primary keywords. While the client approached us their keyword rankings was far beyond the first page results and our major challenge was to rank the right keyword on the top positions. This is how they ranked when we started the project.
- #46 carpet cleaners Gloucester, which is the primary keyword
- #77 carpet cleaners Cheltenham
- #75 carpet cleaners Tewkesbury
- Not in 100 carpet cleaners Stroud
- #88 upholstery cleaning Gloucester
- #97 carpet cleaning Gloucester
Apart from this challenge, the website also had the following issues
- There were very few citations pointing to the site, which gave a less search visibility
- The Link popularity was low, which resulted in a very less traffic to the site
- The bounce rate was also very high
- The (NAP) Name, Address and Phone number was inconsistent across various sites.
- There were crawl errors, not found pages and indexing issues too.
- There were issues with regarding to the content too. We found thin content and in some cases duplicate content as well.
The local business ranking strategy
As a first step our onsite team, thoroughly analyzed the website: http://angloclean.co.uk and came out with the following approaches:
- Keyword Research: The keywords were optimized and used in different sections of the website
- NAP Consistency: The business was given a unique identity across the web and all disparities in NAP was found and fixed.
- Maps & Business Listings: The physical address of the business was listed on the Google Places and was made available on GPS listing too. We ruled out every replica from the local business directories and provided a solid digital presence.
- On-site Enhancements:
- We ensured that the website is made Mobile-friendly and Sitemap.xml, Robots.txt, Canonical & other Optimizations were also focused on.
- The 404 Errors were also fixed.
- The Metadata were optimized to give a better display of website on SERP
- Content Optimization
- Conversion Optimization
- Analytics Goal Setups
- Promotions :
- Custom and elite profiles were framed on the websites for local business citation to reach the customers of a specific area
- Niche and Hyper-local citations with consistent NAP
- We examined the reader’s acumen and developed excellent contents on case studies, eBooks and lot more.
- We also did Multimedia marketing – Quotographics , Infographics and Video Marketing
- Media Exposure: Trendy Press Releases were distributed in renowned channels, viz., ReleaseWire, PRBuzz, DigitalJournal, StarTribure and lots more to enhance the search rankings.
- Video Marketing: Implemented video creation and promotional strategies with call to action
- Social Media Branding & Management: We created high-class profiles across the social media channels – Facebook, Twitter, Google+, YouTube, LinkedIn, Pinterest and Instagram and managed the accounts on a regular basis to provide a good brand exposure.
Meanwhile, our team kept monitoring the Google algorithm updates rigorously and provided innovative solutions from time to time.
The Local SEO Results
After four months of smart work, our strategies helped rankings gradually. We saw a significant improvement in traffic and leads. Our local business marketing strategies helped them improve their brand positioning across social networks and media sites. The organic traffic grew over 200% and client is now spending less on PPC and gets more targeted leads and thus increased revenue and customer base. Also there is a considerable amount of referral traffic from Social Media. Here are a few of the top performing keywords.
- # 3 carpet cleaners for their primary keyword ‘Gloucester’
- # 3 carpet cleaners Cheltenham
- # 1 carpet cleaners Tewkesbury
- # 3 carpet cleaners Stroud
- # 4 upholstery cleaning Gloucester
- # 3 carpet cleaning Gloucester
|Targeted Keywords||Initial Ranking (Month 1)||Current Ranking (Month 9)||Ranking Comparison||CPC Value|
|carpet cleaners Gloucester||46||3||43↑||$5.36|
|carpet cleaners Cheltenham||77||3||74↑||$4.48|
|carpet cleaners Tewkesbury||75||1||74↑||$4.21|
|carpet cleaners Stroud||Not in 100||3||97↑||$5.35|
|upholstery cleaning Gloucester||88||4||84↑||$4.61|
|carpet cleaning Gloucester||97||3||94↑||$6.04|
What has the customer gained out of this project?
- High ranks for the keywords in the search engines
- High search visibility to the site and has increased the trust as well
- Brand visibility
- Increase in organic traffic
- Increase in the clientele base
- Increase in revenue
Products and Services Used
- Keyword Research – Google Keyword Tool, Word Tracker
- On-page optimization – Google Webmaster Tools
- Analytics Tracking – Google Analytics
- Local Business Citation in Niche sites
- Off-page promotions