As a SEO specialist, I had the opportunity to work with a local window cleaning and repair business that struggled to gain visibility and attract clients online. This was a common issue faced by many small local businesses, particularly those in competitive markets. The challenge was to increase this client’s traffic, making them more visible to potential customers searching for window cleaning and repair services in their area. The project spanned from May to October 2024, and through a combination of SEO techniques such as keyword research, landing page optimization, and on-page content updates, I was able to help them achieve an impressive 55% growth in traffic. This case study outlines the strategies applied and the results achieved in transforming the website’s performance.

Initial Situation

When I began working with the client, their website was generating little traffic. From May 1 to June 30, 2024, the website recorded only 222 clicks and 17.6K impressions. The click-through rate (CTR) was very low at just 1.3%, and the average position was 37.8, meaning that the site was often buried deep in the search results. Given that window cleaning and repair is a highly local service, the site needed to appear more prominently for users searching for these services in their immediate area. The challenge was not only to increase the number of impressions but to convert those impressions into clicks and ultimately customers.

My analysis of the site revealed several issues. First, the keywords being targeted were too broad and didn’t focus enough on local searches, which are critical for a service-based business. Second, the on-page content lacked optimization, and many key landing pages were either outdated or did not have enough information to rank well. To address these problems, I devised a plan to revamp the SEO strategy and focus heavily on local SEO practices.

Keyword Research and Local SEO Strategy

The first step was to conduct detailed keyword research, focusing on terms that potential customers in the client’s geographic area were likely to use when searching for window cleaning and repair services. This meant shifting the focus from general terms like “window repair” to more location-specific keywords, such as “window cleaning services in [city]” and “local window repair near me.”

By honing in on local SEO, I aimed to improve the site’s visibility in local searches, which would be more relevant to the client’s business and the services they offered. This also involved researching and identifying long-tail keywords with less competition but higher local intent. The goal was to ensure the client could quickly begin ranking for these terms while building authority in the local market.

Additionally, I optimized the client’s Google My Business listing, ensuring that it was complete and up to date with the correct address, hours, and service areas. This helped the business appear more frequently in local map results, further increasing their visibility to potential customers.

Landing Page and On-Page Content Optimization

Once the keywords were finalized, I moved on to optimizing the client’s landing pages and on-page content. The primary focus was to ensure that the key landing pages were properly optimized for local SEO. This involved updating the meta descriptions, title tags, and headers to include the target local keywords. These updates not only improved the website’s relevance for search engines but also made it more likely to appear in local search results.

The on-page content also needed significant updates. The content on many of the landing pages was outdated and didn’t provide enough information for users or search engines to recognize the site as a relevant authority in window cleaning and repair services. I rewrote several of the landing pages to include more detailed descriptions of the services offered, emphasizing the local aspect of the business.

Internal linking was another area of focus. I created a structure that guided users to relevant pages on the website, improving both navigation and SEO. By linking between pages such as “window cleaning” and “window repair,” I ensured that both users and search engines could easily understand the site’s hierarchy and service offerings.

Technical SEO Enhancements

To support the content and keyword strategy, I also made several technical SEO improvements. This included optimizing the website’s load speed, ensuring that all images had appropriate alt text, and fixing any broken links that might negatively affect the user experience and search engine rankings. A fast and mobile-friendly site was particularly important, as many users search for local services on their mobile devices. These improvements helped to improve the overall user experience, which in turn contributed to better engagement and higher rankings in search results.

Results from May to October 2024

The SEO efforts started to show significant results between July and October 2024. The website’s performance improved drastically compared to the initial months. By October 15, the website had accumulated 495 clicks and 63.2K impressions, representing a 445% increase in clicks and an almost 259% growth in impressions.

The click-through rate during this period slightly decreased to 0.8%, but this was expected as the number of impressions increased dramatically, meaning the website was reaching a much wider audience. While the CTR could be improved in the future, the significant increase in visibility meant that the site was attracting more potential customers. The average position also slightly declined to 32.4, but this was a natural outcome of the site appearing in more searches for a broader range of keywords.

Overall, the improvement in clicks and impressions demonstrated the effectiveness of the SEO strategy. The updated content, local keyword targeting, and technical enhancements allowed the website to rank better for local searches, bringing in more relevant traffic and increasing the client’s online presence.

Conclusion

This case study demonstrates how effective SEO strategies, particularly focused on local SEO, can lead to significant improvements in traffic and visibility for a small business. Through targeted keyword research, optimized landing pages, and on-page content updates, I was able to help this local window cleaning and repair business increase their traffic by 445% in just a few months.

For small businesses looking to improve their online presence, the steps taken in this case—local keyword research, content optimization, and technical SEO improvements—are essential for success. As seen here, even with a relatively small starting point, applying the right SEO strategies can yield significant results, helping the business grow its customer base and establish a stronger presence in its local market.