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Case Studies

SEO Case Studies for Service Businesses

Local SEO, AI visibility, GBP growth, and conversion-focused SEO systems for service businesses in the UK, US, and Canada.

ⓘ Client data anonymized. These are real project breakdowns based on work delivered — business names and sensitive data are not shown.

+180%
GBP calls in 60 days
Cleaning company, UK
£50k+
Qualified website enquiries
Commercial cleaning business, UK — 3 months
3 markets
UK, US, and Canada
Service businesses served
Local SEO & GBP

Cleaning Company — Local SEO and GBP Growth

A residential and commercial cleaning company in the UK was getting some traffic but almost no enquiries. Their GBP profile was nearly invisible in Maps and their service pages were not targeting local buyer searches.

IndustryCleaning Services
MarketUnited Kingdom
Timeline90 days
FocusLocal SEO, GBP, Technical

Problem

Service pages were generic with no city-level intent. The GBP had wrong primary categories, no service listings, and no photos. Citation NAP data was inconsistent across directories. The business was invisible in the local 3-pack for all target searches.

What was implemented

  • Local SEO audit and keyword research for service + city terms
  • Rewrote 8 service pages with buyer intent and local structure
  • Created 6 location pages with unique content and internal links
  • GBP optimization — correct categories, 14 service listings, 30+ photos
  • Cleaned 40+ citation inconsistencies across directories
  • Set up GBP post schedule and review request system
  • Technical SEO: fixed crawl errors, redirect chains, and schema
  • Internal linking between service and location pages
Performance Snapshot
+180% ↑ GBP calls
8 ↑ Page 1 keywords
3-pack ✓ Primary searches

Results

+180%GBP calls in 60 days
8 keywordsmoved to page 1
Local 3-packfor primary searches
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Service Pages & AI Visibility

Finance and Accounting Firm — Conversion and AI Search

A professional finance and accounting firm in the UK had decent organic traffic but very low enquiry rates. They were not appearing in AI Overviews or ChatGPT-style answers for their core service queries.

IndustryFinance & Accounting
MarketUnited Kingdom
Timeline3 months
FocusConversion, GEO, AEO

Problem

Service pages ranked but had no trust signals, poor CTA placement, and no buyer intent structure. No FAQ content, no schema markup, and no answer-first formatting meant the brand was invisible in AI Overviews and answer engine results.

What was implemented

  • Service page conversion audit — buyer intent mapping per page
  • Restructured pages with trust blocks, FAQs, and clear CTAs
  • AEO: mapped 40+ buyer questions and added FAQ sections with schema
  • GEO: answer-first content blocks for high-value queries
  • Implemented FAQ, LocalBusiness, and Service schema markup
  • AI visibility: brand entity signals across 15 authority platforms
  • Internal linking improvements to push authority to key service pages
  • Content gap analysis and new page brief for missing buyer intent pages
Performance Snapshot
+38% ↑ Organic clicks
Cited ✓ AI visibility
+3.1% ↑ CTR

Results

£50k+qualified enquiries in 3 months
AI Overviewsbrand cited within 60 days
+3.1% CTRon restructured service pages
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Technical SEO & Multi-location

Local Service Business — Technical SEO and Multi-location Visibility

A multi-location service business in Canada had been investing in content for 18 months with flat rankings. A crawl audit revealed the technical foundation was broken, blocking the content from performing.

IndustryLocal Service Business
MarketCanada
Timeline60 days
FocusTechnical SEO, GBP, Local Landing Pages

Problem

200+ pages had indexing issues, redirect chains were diluting PageRank, internal links were broken, and Core Web Vitals were failing on mobile. GBP profiles across locations had wrong categories and no service listings. Content investment was wasted on a broken foundation.

What was implemented

  • Full crawl audit — identified 200+ indexing, orphan, and duplicate issues
  • Fixed 4 redirect chains and resolved broken internal links across 60 pages
  • Implemented LocalBusiness, Service, and FAQ schema across key pages
  • Improved mobile Core Web Vitals scores
  • GBP optimization across all locations — categories, services, photos
  • Built local landing pages for each target city with unique content
  • Delivered prioritized 3-month SEO roadmap with effort and impact scores
  • Internal link restructure to flow authority to location and service pages
Performance Snapshot
45 days ↑ Ranking recovery
200+ ↓ Crawl issues resolved
3-pack ✓ All target locations

Results

45 daysto ranking recovery after tech fixes
3-packfor target searches across locations
Clear roadmapteam can execute independently
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Want results like these for your service business?

Work with an SEO specialist who understands service pages, GBP, AI search, and lead-focused content.

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