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Promoting appliance repair in the USA is tied to local business promotion.
About the Project
Morgan Appliance Repair is a typical American company serving the end consumer, providing all kinds of appliance repair services in Chicago, Illinois. The primary focus of the business is repairing premium brand appliances — Sub-Zero, Viking, Wolf. At the time we started, the initial data was as follows:
- a young website, domain registered in 2023
- a young company profile, registered in Google Business Profile in 2023
- project in progress since September 2023
Promotion Objectives
Like most local business owners, the owner of Morgan Appliance Repair set the goal of increasing the number of inquiries (phone calls). The client acquisition channels were not specified.
We took on this project after analyzing the website and the company’s Google Business Profile (GBP), having confirmed the absence of any manually implemented measures on the website (which on the American market among similar companies is a common occurrence), and the absence of errors in the GBP profile. We also secured the owner’s buy-in that the website would need to be substantially rebuilt.
How We Approached the Challenge
We decided to base the work on our local promotion strategy.
Initial Data Analysis
Analysis of the Google Maps results for the keyword “appliance repair” revealed high competition, which is characteristic of any service-based business in the USA.
The figure does not give a complete picture of the competition. In reality, there are significantly more companies.
We had already dealt with similar tasks of promoting companies in America, so the high competition did not discourage us — on the contrary, high competition is a sign of demand. In our view, with high demand, local promotion can deliver excellent results. We need to show the system growth across the key communication platforms for the primary keyword, in this case:
- Website
- GBP Profile
Appliance Repair Promotion — Strategy
The work was carried out across two communication platforms: the website and the GBP profile. Analysis of the existing assets revealed a large number of growth points. Each platform needed to be optimized and brought to a state capable of supporting growth.
The strategy for promoting appliance repair services in the USA was broken down into three stages:
- Website optimization
- GBP profile optimization
- Posting new pages and posts
Website Optimization for an Appliance Repair Company in the USA
Website optimization for the appliance repair company started with the structure. The process looked like this:
- Fixed errors made by previous specialists (disabled Elementor, brought the website to a working state: fixed indexing errors, set up redirects, closed unnecessary pages from indexing)
- Optimized the existing pages by including the primary keywords chosen for promotion in the URLs
- Introduced a Blog into the website structure, planning the number of categories and their URLs
- Set up redirects from blog categories to the promoted pages
- Developed the structure of the blog post page
Here it is important to note the significance of the website structure. The idea we implemented was as follows: each service page should be promoted by a blog category of corresponding case studies. At the same time, the case study page URL should contain, in addition to the primary keyword (promoted on the service page), the model of the appliance being repaired. By doing this, we aimed to capture low-frequency queries related to the repair of specific types of devices. Here is what the portfolio (Blog) post used to promote the service page looks like:
GBP Profile Optimization for an Appliance Repair Company in the USA
Profile setup is just as important as website optimization. What was done:
- Selected the primary keyword for promotion
- Formed a list of categories, taking competitor analysis into account, and selected the primary category for the GBP profile
- Published a website created on the Google platform as a source of external signals
- Brought the profile completion level to 100% — this is an important aspect that many people overlook
- Established a review collection mechanism, delegating it to the client’s side while explaining the specifics of the process
The most important item here is the selection of the primary keyword. Fortunately, for this type of business — it is obvious.
At the date when promotion began (after the preparatory optimization stage), we measured the profile’s visibility in Maps at a location close to the company’s registered address. There was no visibility. Out of 9 selected points, our profile was ranked beyond position 20 on 8 of them. Here is the result of the scan using the Local Falcon tool:
Posting
To implement the local promotion strategy, a link to which is provided above, the Serpstat Local SEO tool was used. With its help, a post publication was simultaneously distributed across approximately 40 directories popular in the USA. Here is the main list of external resources used to promote the appliance repair company in Chicago, USA:
The posting process looked like this:
- Completed job case studies were used as the content angle — photo reports with a description of the problem and a list of actions taken to resolve it — appliance repair jobs
- Using the photo report with description, a page was created on the website in the appropriate category, for example, Samsung refrigerator repair, model: JKJ44BBJ805564D. Here is what the case study page used for promotion looked like. This page cited: the homepage by the primary keyword (appliance repair Chicago), the service page by its keyword (in this case, refrigerator repair in Chicago), and the Maps page by the primary GBP keyword (appliance repair chicago) — see the screenshot below:
- For each page, a post was created with the following structure: it cited the website homepage, the service page, and the company’s Google Maps location. The post used a “Learn More” button with a link to the case study page. Here is what the post for the Samsung JKJ44BBJ805564D refrigerator repair case study looked like:
- The post text shown was published not only in GBP, but also across all external directories available in Serpstat Local SEO:
- Two new case studies were created on the website twice a week. Posts for publishing in external sources were written for each of them.
- The number of posts corresponded to the number of new case studies per week.
Results
Promoting the appliance repair service in America produced the following results. Below are screenshots of the GBP profile visibility with the number of calls in each month. The dynamics are very clearly visible (unfortunately, website conversions are not accounted for here):
August 2023
Profile visibility in Google Maps
Number of calls from the GBP profile
September 2023
In September, major changes were made to the structure of the Morgan Appliance Repair website. After the resource was re-indexed, calls started coming in and the profile began growing in Google search.
Profile visibility in Google Maps
Number of calls from the GBP profile
October 2023
In October, the primary work was focused on the website and its connection to the GBP profile. Active posting delivered its results.
Profile visibility in Google Maps
Number of calls from the GBP profile
November 2023
Systematic work on the website, profile, and images.
Profile visibility in Google Maps
Number of calls from the GBP profile
December 2023
A strong signal in the local promotion of a company is the moment when your location expands its own ranking area, appearing in the Top 10 across as large a portion of the map as possible. This indicates that the website-profile bundle has growth momentum in local search results. If that is the case, it likely means you are doing everything right. For example, here is a visibility measurement of the profile at a location significantly far from the company’s address. As shown in the figure, the profile has “broken free” from its address and is covering an increasingly larger area of the map (appearing in the local pack Top 10 in that area). And this delivers results.
Profile visibility in Google Maps across a wide area
Conclusions
High competition in the local promotion of an appliance repair company is not an obstacle to acquiring clients. The key factor in promotion is systematic work on the profile, website, and content! The strategy, process, and tools are described in detail here, but if you have any questions — reach out to us!