Grapelight was approached by a nationally-focused B2B provider that served multiple locations across the United Kingdom. They were under-performing in local search results, dominated by their competitors. While the company had excellent customer retention, they were struggling to appear in local search results and Google Maps listings for their services. With incomplete Google Business Profiles, location pages that were not optimised, and competitors capturing their high intent local enquires, it was evident our client needed to improve their local SEO efforts. The focus was to improve visibility in local search results, helping to generate more form submissions and phone calls, while improving their regional presence, without the need to increase their paid advertising budget.

We started this project as we do every project, with a full audit. We carried out a comprehensive audit of our clients local SEO. This included auditing their Google Business Profiles, local landing pages, and local citations. We then proceeded to optimise their Google Business Profiles, ensuring accuracy, service, coverage, and relevance. We improved the categories, optimised the descriptions, and added high quality images. We also managed their online reviews, helping to improve user trust.

Our team got to work on the local landing pages, ensuring that they provided a clear service message, with local content that aligned with their audiences search intent. They also made improvements to their internal linking structure, helping search engines and visitors navigate their content seamlessly, encouraging them to explore more pages, and take the desired action. 

The Grapelight team did make some technical advancements to improve mobile usability and website speed, focusing on improving user experience, encouraging engagement and reducing bounce rates. We aligned all tactics to SEO best practices, improving trust and engagement, while tracking and monitoring their performance and progress, with impressions and user actions being tracked across key locations. This helped us make any necessary adjustments, ensuring that our client maintained visibility throughout the country. Every step was followed based on the tailored local SEO and Google maps strategy we provided, while ensuring our client was kept in the loop at all times.

With a strategic and tailored local SEO and Google Maps strategy in place, our client started seeing improved visibility and enquiries within a few short months. They started appearing in more local search results than before, with a steady improvement month on month. Their Google Map impressions also saw a steady rise, which showed clear intent-driven improvements. They also saw an increase in their Top-3 Google Maps placements across many of their locations. 

Local and regional enquiries saw improvements with some regions performing outstandingly, while those in competitive areas, saw a steady improvement. At the same time, phone calls from their Google Business Profiles increased, along with website visitors driven from their Google Business Profiles.

Once our strategy was implemented and started achieving a steady growth after a few months, our client was able to reduce their reliance on paid advertising to attract quality leads. Now relying on local SEO and Google Maps, they have managed to save themselves money month on month, while maintaining their enquiry numbers. Grapelight continues to manage this clients SEO service, ensuring that they remain up to date with the latest algorithm changes, market trends, and user behaviour. This case study clearly demonstrates the power of local SEO, helping a B2B provider get closer to their online goals.