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About the Project
Teodor Appliance Repair is a family business located in Tampa, Florida, USA, that has been operating since 2016. The task at hand was: promoting appliance repair services in the USA.
Initial data as of the end of May 2024:
- A newly created GBP (Google Business Profile) location in Tampa that had just passed verification. No activity, no reviews, no posts.
- A low-information, single-page website with no traffic.
- Project in progress since June 2024.
When building the structure, we accounted for traffic-driving pages in the internal linking in a way that would concentrate the maximum amount of link weight on them. The website was launched in the last days of June. In 30 days, we managed to create a new solution (total number of pages — 280):
Objectives
Increase the number of inquiries through:
- promoting the location in the city of Tampa, Florida (GBP)
- growing the website’s visibility in organic search results
How We Approached the Challenge
Given the initial data — an unoptimizable landing page and a freshly registered company in Google Maps — we made the decision to create a website with the main pages optimized for services and locations. Having a services block on the website is considered mandatory from the standpoint of most SEO specialists.
Website Creation
We carried out the following actions. First stage:
- Conducted competitor and niche analysis
- Collected semantics using Serpstat, formed a semantic core
- Built the structure of the future website (used 3 hubs: services, locations, and brands)
- Developed the structure of page groups
Second stage:
- Developed page designs
- Built out the homepage, services, locations, and brands pages
Here is the URL of the promoted project: https://appliancerepairteodor.com/. As soon as the website was published and opened for indexing — we saw a sharp spike in visibility:
A week later, we started receiving the first inquiries.
Promotion
How do you find clients for appliance repair? The work included the following sequence of actions:
GBP Profile Optimization
- Changed the name in the profile
- Filled in the primary and additional categories
- Fully completed the company profile
- Established a process for collecting reviews
Creating New Pages on the Website
By collecting low-frequency queries related to problems for each service, a list of necessary articles was determined. We started writing articles at a rate of 1 article per week. This served as the content angle for posting.
Posting to GBP and Local Directories
As a posting tool, we used Serpstat Local SEO. Posts were made in line with the publication of new content on the website — once a week.
Results
We received the first results a few days after the website was indexed — the first leads came in. In July, the website brought in 7 inquiries; in August — 8 inquiries. Not counting phone calls, the exact number of which was not being tracked, but call tracking registered a spike in inquiries from unknown channels.
Growth in Google Maps Visibility
Below are the key visibility metrics for the Tampa location in July–August 2024.
The growth in profile visits also converted into phone calls. The upward trend is shown in the screenshots below:
Organic Traffic Growth
We started receiving leads from the website almost immediately after it was indexed. This can be seen in the screenshot:
We obtained the following traffic statistics:
We started receiving low-frequency traffic to pages with topical articles:
At the time of writing, the project is still in progress. We are working on expanding the location pages, the capability for which was built into the website during the creation stage. A second GBP location in St. Petersburg has already been created, and we are preparing to create the next locations in Sarasota and Orlando.
Conclusions
- Appliance repair business promotion in the USA — 2 months of promotion using our strategy delivered a significant improvement in the website’s visibility in local search results.
- The main traffic-driving pages started generating traffic, which increased the location’s ranking in the local pack and led to growth in the company’s positions in Google Maps.
- After 60 days of work, inquiries became regular, resulting in daily client acquisition. At this point, that number is between 1 and 3 per day.
- This rapid growth was made possible by the dynamic growth of the website and its well-structured connection to the company’s GBP profile.
- The web solution was built around the idea of promoting a large number of locations, which will be realized in the future.