SEO Audit and Strategy Implementation for Local Business
Gavin Edson
SEO Specialist
SEO Writer
Local search engine optimisation (SEO) is crucial for service-based businesses aiming to attract customers within a specific geographic area. This case study examines how I helped a service business significantly improve its local online presence, increase website traffic, and boost conversions through a comprehensive local SEO strategy.
Background
My client is a mid-sized plumbing company located in a large city with a highly competitive market for home repair services. Despite offering quality services, they struggled to appear in local search results, leading to missed opportunities and stagnant growth. Their primary challenges included:
Low visibility in local search engine results pages (SERPs)
Inconsistent online business listings
Few customer reviews and limited engagement on review platforms
A website that was not fully optimised for local search queries
Objectives
The main goals of the SEO campaign were:
Increase Local Online Visibility: Improve rankings in local SERPs to appear in the "Local Pack" and on the first page of search results.
Optimise Website for Local SEO: Enhance on-page and technical SEO elements to align with local search best practices.
Improve Online Reputation: Encourage and manage customer reviews to build trust and credibility.
Boost Website Traffic and Conversions: Drive more targeted traffic to the website and convert visitors into customers.
Strategy
To achieve these objectives, I developed a multi-faceted local SEO strategy that included:
Comprehensive Website Audit: Conducted an in-depth analysis to identify technical issues, on-page SEO shortcomings, and content gaps.
Keyword Research: Identified relevant local keywords and search terms used by potential customers in the area.
On-Page Optimisation: Updated meta tags, headings, and content to include local keywords and improve relevance.
Google Business Profile Optimisation: Optimised the client's Google Business Profile to enhance visibility in Google Maps and local search results.
Citation Building: Ensured consistent business information across online directories and local listings.
Content Creation: Developed locally focused blog posts and service pages to address the specific needs of the community.
Review Management: Implemented strategies to encourage satisfied customers to leave positive reviews on platforms like Google and Yelp.
Mobile Optimisation: Ensured the website was mobile-friendly to cater to users searching on smartphones and tablets.
Backlink Acquisition: Built high-quality local backlinks to improve domain authority and trustworthiness.
Implementation
Website Audit and Fixes:
Technical SEO Improvements: Resolved issues such as broken links, duplicate content, and slow page load times.
Structured Data Markup: Implemented schema markup to enhance search engine understanding of the website's content.
Keyword Integration:
Integrated targeted local keywords into title tags, meta descriptions, headers, and content.
Created location-specific service pages (e.g., "Emergency Plumbing Services in [City Name]").
Google Business Profile:
Added accurate business information, high-quality images, and service descriptions.
Regularly updated posts and responded to customer inquiries through the platform.
Citation Consistency:
Audited existing citations and corrected inconsistencies in the business name, address, and phone number (NAP).
Submitted the business to reputable local directories and niche-specific platforms.
Content Strategy:
Published blog posts addressing common plumbing issues in the local area.
Created guides and how-to articles to establish the client as an industry expert.
Review Acquisition:
Developed a follow-up process to request reviews from customers after service completion.
Monitored and responded to reviews promptly to encourage engagement.
Mobile and User Experience:
Enhanced mobile site speed and usability.
Simplified navigation and included clear calls-to-action (CTAs) to improve conversion rates.
Link Building:
Reached out to local businesses and organisations for partnership opportunities.
Sponsored local events and charities to gain authoritative backlinks.
Results
After six months of implementing the local SEO strategy, the client experienced significant improvements:
Increased Local Rankings:
Moved from the third page to the first page in Google local search results for 15 targeted keywords.
Appeared in the Google "Local Pack" for primary services.
Enhanced Online Visibility:
75% increase in organic impressions from local searches.
60% increase in clicks from local SERPs.
Improved Website Traffic:
50% increase in organic traffic to the website.
40% increase in mobile users accessing the site.
Higher Conversion Rates:
35% increase in online inquiries and service bookings.
Reduced bounce rate by 20% due to improved user experience.
Boosted Online Reputation:
Acquired over 100 new positive reviews with an average rating of 4.8 stars.
Increased customer engagement on review platforms and social media.
Conclusion
By focusing on a comprehensive local SEO strategy, I successfully enhanced the client's online presence in a competitive market. The combination of on-page optimisation, Google Business Profile management, content creation, and review acquisition led to measurable growth in website traffic and customer conversions.
Key Takeaways:
Local SEO is Essential: For service businesses targeting specific geographic areas, local SEO can significantly impact visibility and customer acquisition.
Consistency Matters: Maintaining consistent business information across all platforms builds trust with search engines and potential customers.
Engagement Drives Success: Actively managing customer reviews and engaging with the community enhances reputation and encourages word-of-mouth referrals.
Mobile Optimisation is Crucial: With the increasing number of mobile searches, a mobile-friendly website is vital for user experience and SEO.