In the heart of Columbus, Ohio, a national leader in carpet cleaning and home services with over 70 years of experience and 300+ locations across the United States found itself at a crossroads. This industry giant, known for its in-home cleaning services, faced an unprecedented challenge when the COVID-19 pandemic struck. Suddenly, customers were wary of letting service providers into their homes, threatening the very core of the company’s business model. 😷🚫
Challenges
Pandemic-Induced Business Disruption: For the first time in over seven decades, the company faced a sudden drop in in-home services due to pandemic-related customer concerns. 📉🦠
Rapid Business Pivot: The need to quickly shift focus from residential to professional services to align with market opportunities and demand. 🔄💼
Digital Transformation: Communicating the new service offerings effectively to both existing and potential customers in a rapidly changing market. 📢🌐
Local Market Penetration: With 300+ locations, the company needed to tailor its approach to diverse local markets across the country. 🗺️🏙️
Ambitious SEO Growth Targets: The company set substantial growth targets for SEO to bridge the gap created by lost business during the pandemic. 📊🎯
Solution
SwiftPropel stepped in with a comprehensive SEO strategy tailored to address these unique challenges:
Advanced Keyword Research and Analysis 🔍🔑
Using cutting-edge tools SwiftPropel conducted extensive keyword research to understand how prospective customers were searching for professional cleaning services across different local markets.
Hyper-Local SEO Approach 📍🏘️
SwiftPropel implemented a scalable, local SEO strategy, optimizing Google My Business listings for each location and creating location-specific landing pages. Custom local dashboards were set up to monitor progress, identify weak spots, and amplify successes.
Automated SEO Optimizations ⚙️🤖
SwiftPropel deployed BrightEdge Autopilot, leveraging machine learning to intelligently and automatically perform SEO optimizations on the client’s website, accelerating results and freeing up the SEO team for strategic tasks.
Content Optimization and Creation 📝✨
The team optimized existing content and created new, targeted content to capture search intents effectively, focusing on both traditional cleaning services and the new professional service offerings.
Technical SEO Enhancements 🔧💻
SwiftPropel addressed various on-site SEO issues, improving site structure, enhancing internal linking, and implementing schema markup to improve rich snippet appearances in search results.
Mobile-First Optimization 📱💨
With an increasing number of users searching for services on mobile devices, SwiftPropel ensured that the client’s website was fully optimized for mobile, improving page load speeds and enhancing mobile user experience.
Outcomes
The collaboration between SwiftPropel and the cleaning industry leader yielded remarkable results within just one year :
Organic Traffic Surge 📈🚶♂️
Organic traffic to the client’s website increased by 78%, significantly exceeding the initial growth targets.
Keyword Rankings 🔝🔑
716 keywords moved to page 1 of search results, including high-value, high-volume search terms like “floor cleaning”.
Local Search Dominance 🏆🗺️
Google My Business profile views increased by 92%, translating to a significant boost in local business inquiries and bookings.
Conversion Rate Improvement 💼📊
The Northwest Indiana market, for example, saw a 28.5% increase in conversion rate and a 100% increase in transactions.
Revenue Growth 💰🚀
The enhanced online visibility and improved conversion rates directly impacted the bottom line, with some local markets seeing up to 100% increase in transactions.
Mobile Performance 📱⚡
Mobile optimization efforts contributed significantly to the overall growth in online bookings and local search visibility.
Local SEO Wins 🎯🗺️
The company achieved major keyword wins for new Google 3-pack presence in local markets, including terms like “carpet cleaning [City Name]” and “upholstery cleaning [Region]”.
Conclusion
This case study demonstrates the power of a well-executed, data-driven SEO strategy in transforming a business’s online presence and bottom line, even in the face of unprecedented challenges. By partnering with SwiftPropel, the cleaning industry leader not only weathered the storm of the pandemic but emerged stronger, with a broader service offering and a significantly enhanced digital footprint. 🌟🧽
The success of this campaign underscores the importance of adapting to market changes, understanding local search behaviors, and leveraging advanced SEO techniques to drive business growth. As the digital landscape continues to evolve, businesses that prioritize SEO and partner with expert agencies like SwiftPropel are well-positioned to thrive in any market condition. 🚀🌐
The positive gains in SEO through the pandemic helped the client adapt to sudden disruption in the marketplace and maintain its leadership position. The demonstrated value of the company’s organic search efforts has cemented SEO as a key marketing strategy going forward, setting the stage for continued growth and success in the digital realm. 💪🔮
Vijay Sood is a seasoned digital marketer with a passion for driving online growth and innovation. With a robust background in developing and executing comprehensive digital strategies, Vijay excels in leveraging SEO, content marketing, and social media to boost brand visibility and engagement. His expertise lies in transforming data-driven insights into actionable marketing campaigns, helping businesses achieve their digital objectives.