Client Case Study

Secured an 81% YoY increase in organic call leads for a Home Renovation Company

Local Service | Canada

81%

YoY Call Leads
Increase

6.58

Average Ranking
Position in Maps Pack

27.8%

Share of Local
Vocal Growth

Client Overview

ABOUT THE CLIENT

A full-service home renovation company serving the Hamilton, Halton, and Niagara areas in Canada.

DURATION

9 Months

PROJECT START DATE

December 2023

SUCCESS STORY PUBLICATION DATE

September 11, 2024

Key Achievements

157.21%

Year-over-Year Organic
Traffic Growth, driving
significantly more targeted
visitors to the site.

636

New keyword rankings
secured, boosting the site’s
visibility and reach since
we began.

6.58

Average Rank Position in
the Maps Pack, improved from
11.52 in 4 months, bringing the
business closer to the top
for key local searches.

29.45%

Share of Local Voice in Maps
Pack surged from 1.65%,
dramatically increasing
local visibility in just 4 months.

81%

Increase in call leads
Year-over-Year, directly
contributing to higher
conversion rates and business
growth.

Problems

  • No page 1 rankings for local, commercially-driven keywords like “home renovations Hamilton” or “kitchen renovations Hamilton”.
  • Low localized traffic: Most of the site’s traffic came from informative articles targeting nationwide queries, resulting in minimal conversions since the client’s business is locally focused.
  • Low Share of Local Voice (SoLV): Their Google Business Profile appeared in the top three positions of the Maps Pack for only 1.65% of local searches on average for their primary money-making keywords:
    • Home renovations Hamilton
    • Kitchen renovations Hamilton
    • Basement renovations Hamilton

Local Falcon – Scan Reports View

Solutions

On-Page Strategy:

  • Enhanced commercial pages (homepage and service pages) with localized keyword targeting, ensuring each service had its own dedicated page with in-depth, SEO-optimized content that maintained a strong user experience through visual and interactive elements.
  • Revamped well-performing blog posts by adding more detailed content and localizing their keyword targeting to target areas where the client could acquire customers. For example, changed “How Much to Renovate a Bathroom?” to “How Much to Renovate a Bathroom in Ontario?”
  • Implemented a robust internal linking strategy, linking all informative blog posts to their relevant commercial service pages. Grouped blog posts by topic, using service pages as pillar pages for each specific topic.

GBP Optimization Strategy:

  • Optimized the client’s Google Business Profile near the end of May 2024:

• Added the primary keyword naturally in the business name to avoid Google flagging it.
• Optimized the business description with primary keyword, and also ensured contact info
was accurate, with updated additional details.
• Completed the profile to 100%, adding products with links back to relevant landing pages,
optimizing service descriptions, and removing redundant services.
• Replaced images with those likely to drive higher CTRs.
• Guided the client on increasing reviews quickly by contacting past customers, requesting
reviews from their network, and following up with clients after completed work

Off-Page Strategy:

  • Built three types of backlinks relevant to their local service business:

• Type 1: Location aggregator sites (e.g., Facebook, Yelp, FourSquare) and traditional local
citations.
• Type 2: Curated niche-relevant directories (e.g., HomeStars).
• Type 3: Local websites (local newspapers, magazines, blogs).

  • Directed most backlinks to the homepage, using a mix of branded, exact match, and naked URL anchor texts to strengthen the site’s Domain Authority and backlink profile.

Conversion Rate Optimization Strategy:

  • Created clear and engaging call-to-action buttons on informative content to promote conversions.
  • Improved call-to-actions on BoFu pages (homepage, contact page, and service pages) to boost lead conversion rates, while also directing users to the client’s portfolio to build trust.

Results

Local Maps Pack Performance

  • Average Rank Position Growth: The average rank position of the Google Business Profile in the Maps Pack for local searches within Hamilton, ON improved significantly. The lower the number, the closer to the top positions in the Maps Pack.

Keyword: “home renovations hamilton”
• Month 1 ARP —-> 13.42
• Month 2 ARP —-> 9.02
• Month 4 ARP —-> 6.02

Local Falcon – GeoGrid Local Rank Tracker

• Keyword: “kitchen renovations hamilton”
• Month 1 ARP —-> 12.03
• Month 2 ARP —-> 7.73
• Month 4 ARP —-> 6.62

Local Falcon – GeoGrid Local Rank Tracker

• Keyword: “basement renovations hamilton”
• Month 1 ARP —-> 9.12
• Month 2 ARP —-> 8.17
• Month 4 ARP —-> 7.10

Local Falcon – GeoGrid Local Rank Tracker

  • Average Rank Position Growth: All Keywords Together

Local Falcon – GeoGrid Local Rank Tracker

  • Share of Local Voice (SoLV) Growth: The client’s Google Business Profile previously appeared in the top three positions of the Maps Pack for just 1.65% of local searches on average for the key terms above. Currently, their average SoLV has increased to 29.45%, a significant boost in local visibility.

• Before

• After

This increase in local visibility is reflected in the Google Business Profile ‘searches breakdown’
report, highlighting the top-performing terms that surfaced the business profile in search results.

  • GBP Calls Increase: As the GBP’s average ranking position and SoLV improved, so did the inbound calls through the business profile, reaching an all-time high of 37 call leads in July 2024.

Google Business Profile – Calls Report

Traditional SEO Performance

  • Traffic Growth: 73% increase in traffic over the last 6 months compared to the previous period.

Google Search Console – Comparison (Last 6 Months vs. Previous 6 Months)

  • Year-over-Year Growth: 157.21% traffic increase in August 2024 compared to August 2023.

Google Search Console – Comparison (August 2024 vs. August 2023)

  • Targeted Traffic Growth: The traffic increase isn’t just a general rise in visitors, but rather a growth in targeted visitors who align with the desired audience within the Ontario province—customers our client can actually serve. Here’s a quick glimpse of some of the localized traffic growth over the past 3 months:

Google Search Console – Top Pages Report

  • Keyword Rankings Improvement: Organic keyword rankings have significantly improved, increasing from just 4 top three positions in December 2023 in Google SERPs to 14 top three positions in September 2024 for highly lucrative keywords. Additionally, we’ve secured 636 new keyword rankings since the start of our work.

Semrush – Organic Keywords Trend Report