SEO campaign - local services

The Challenge

A home services company serving a multi-county area in Ohio was almost invisible online. Despite being in business for over 15 years with a strong reputation, they appeared nowhere in search results for their core services. Their website had thin content, no location-specific pages, and a Google Business Profile that hadn't been updated since it was created.

Nearly all of their new business came from word-of-mouth referrals. That pipeline was steady but wasn't growing. Meanwhile, newer competitors with aggressive online marketing were showing up in the local map pack and capturing the customers who searched before asking around.

The Solution

We built and executed a local SEO strategy focused on three pillars: technical foundation, content, and local authority.

• Technical SEO audit and fixes - Resolved crawl errors, added structured data markup (LocalBusiness, Service, FAQ schemas), improved site speed, and ensured mobile-friendliness across every page
• Google Business Profile optimization - Complete overhaul: accurate categories, service descriptions, service area, photos, Q&A seeding, and a review generation strategy that tripled their review count in 6 months
• Service and location pages - Created dedicated pages for each core service and each city they served. Each page had unique, detailed content - not the same template with the city name swapped out
• Citation building and cleanup - Audited existing business listings across 80+ directories. Corrected inconsistent NAP (name, address, phone) data and built new citations on relevant industry and local directories
• Content strategy - Monthly blog posts targeting long-tail keywords their potential customers were actually searching for. How-to guides, seasonal checklists, and educational content that positioned them as the local authority

The Results

What Made the Difference

The Google Business Profile optimization had the fastest impact. Within weeks of cleaning up the listing, adding photos, and starting the review generation strategy, the company started appearing in the map pack for nearby searches. Reviews were the accelerant - going from 12 reviews to over 50 (with a 4.8 average) sent a clear trust signal to both Google and potential customers.

The service-plus-location pages were the long game that paid off. Creating genuinely useful, unique content for each service area - rather than using a cookie-cutter template - gave them dozens of pages that ranked for specific local queries. A customer searching for their specific service in a specific city would land on a page written exactly for that scenario, which converted at a much higher rate than a generic homepage would.