1.1 Company Overview:
Aero Clean is a well-established cleaning service based in Henfield, UK, specializing in carpet, sofa, rug, mattress, and upholstery cleaning. Their primary market includes both residential and commercial clients in Horsham and the surrounding areas. Known for their top-notch services, Aero Clean focuses on delivering high customer satisfaction through their expert cleaning solutions.

1.2 Initial Challenges:
Although Aero Clean had a strong reputation in the local community, they faced several challenges that limited their online growth:

• Low Online Visibility:
  Despite their high-quality services, Aero Clean had minimal visibility in local search engine results, making it difficult for potential customers to find them online.

• Keyword Ranking Difficulties:
  Aero Clean was struggling to rank on Google for high-intent keywords related to their services in Horsham, which led to a lack of organic traffic and potential client inquiries.

• Stiff Local Competition:
  Competing cleaning services with well-established online presences overshadowed Aero Clean, making it hard to stand out in the crowded market.

• Limited Digital Footprint:
  Aero Clean’s online presence was mainly through Facebook, with no dedicated website, limiting their reach on search engines.

1.3 Why SEO Top-Up Was Engaged:
Aero Clean enlisted SEO Top-Up to boost their local online presence, improve keyword rankings, and generate more leads through enhanced search engine visibility. They sought a tailored SEO strategy that would drive organic traffic and increase bookings for their cleaning services.

2.1 Defining Success:
The primary objective for Aero Clean was to increase their online visibility in Horsham for relevant cleaning services. SEO Top-Up focused on:

• Ranking on the first page of Google for location-based, service-related keywords such as "carpet cleaning Horsham" and "sofa cleaning Horsham."

• Increasing organic traffic by 150% within the first six months.

• Enhancing service inquiries and bookings through better local SEO performance.

• Establishing a stronger digital presence through optimized local citations, content, and social media management.

2.2 Key Performance Indicators (KPIs):
To measure success, the following KPIs were established:

• Keyword Rankings:
  Improvement in the positions of targeted service-based keywords on Google.

• Organic Traffic:
  Growth in organic visits from search engines.

• Conversions:
  Increase in phone calls, inquiries, and service bookings through local search.

• Google My Business (GMB) Engagement:
  Increase in GMB interactions, including clicks, calls, and direction requests.

3.1 Comprehensive Keyword Research:
The cornerstone of the SEO strategy was robust keyword research. SEO Top-Up utilized tools such as SEMrush, Ahrefs, and Google Keyword Planner to identify high-intent local keywords relevant to Aero Clean’s services. The focus was on:

• Competitor Analysis:
  Understanding what keywords competing cleaning businesses in Horsham were ranking for.

• User Intent:
  Targeting keywords that demonstrated strong buyer intent, ensuring that searchers were likely to book services.

• Local Focus:
  Emphasis on location-based searches to capture the Horsham audience, such as “carpet cleaning Horsham” and “sofa cleaning Horsham.

3.2 On-Page SEO Optimization:
SEO Top-Up implemented a series of on-page SEO improvements to enhance Aero Clean’s visibility:

• Meta Tags and Headings:
  Optimized page titles, meta descriptions, and headings to align with target keywords.

• Content Optimization:
  Improved existing content and added location-specific service pages that directly targeted relevant keywords for Horsham-based searches.

3.3 Google My Business (GMB) and Local Listings:
Given Aero Clean's reliance on local customers, managing their GMB profile and online listings was crucial:

• GMB Optimization:
  Updated the GMB listing with accurate business information, new service photos, and frequent posts to engage local customers.

• Citation Management:
  Ensured NAP (Name, Address, Phone) consistency across all local directories and social platforms, boosting their credibility in local search results.

3.4 Link-Building Strategy:
SEO Top-Up employed a local link-building strategy to increase Aero Clean’s domain authority:

• Backlink Acquisition:
  Focused on acquiring high-quality backlinks from local directories, blogs, and community sites relevant to the cleaning industry.

6.1 Initial Obstacles:A major challenge was Aero Clean’s reliance on Facebook for online presence, limiting search engine visibility. Additionally, the business lacked a professional website, making it harder to optimize for search engines. Furthermore, their backlink profile was weak, which negatively impacted domain authority and rankings.

6.2 Innovative Solutions:

• Website Creation:
  SEO Top-Up recommended and assisted Aero Clean in setting up a simple landing page dedicated to their services, allowing for better SEO optimization.

• Backlink Strategy:
  A focused backlink-building campaign targeted at relevant local websites was implemented to improve domain authority.

• GMB Activity:
  Regular updates and customer engagement through the GMB listing helped increase visibility and interactions in local search.