Local SEO Case Study

The Client

Mint Condition is one of the U.S.’s largest franchise commercial cleaning organizations with a large footprint both across the Eastern Coast, as well as the Western Coast of the U.S.

The core service offering includes commercial cleaning on the client-side, and a very active recruitment campaign on the franchise side to further grow the business reach and footprint across the U.S.

The Challenge

The action plan was clear, but the one sticking point and large challenge for this organization was the start and consult on a reputation management and review collection campaign to help bolster the local rankings of the GMB profiles.

There was a clear correlation between profiles with low/no reviews and locations that we’re able to successfully build up their reviews on Google My Business.

According to BrightLocal, 93% of customers will read reviews of local businesses to determine its quality.

It’s possible to drive search rankings without reviews (albeit, more difficult) but users are much less likely to further “click-through” to make a phone call or visit the website when the reviews are sub-par/poor and or if there are no reviews collected at all for a location.

This was a key sticking point to driving organic success – building trust with consumers through testimonials and reviews.

The Actions

A traditional Local SEO campaign was what the doctor ordered for on this one.

Starting out with a new website migration to bring the website straight into 2022, the following core actions were implemented to drive big results:

• Local landing page set up for all locations
• GMB profile optimization
• Link and citation building
• Review collection across locations

The on-going driver of results for such a campaign will always be building a “moat” of quality external backlinks through digital PR, as well as building relevant, informational value-add content to continue driving relevancy for the busiensses core services, as well as other services the businesses expand into in the future.

The Results

Over a 12-month period, Mint Condition was able to see a very impressive uplift not only in non-branded search queries across its Google My Business profiles but more importantly a huge uptick in both inbound phone calls as well as qualified leads being generated via the website itself.

The secondary driver of big gains comes with the help of the Google My Business listing’s strong (and growing) local positions in Google’s local search results:

The organization is now generating multiple qualified leads per month across its top locations while focusing on growing new locations out and opening new franchises around the U.S.