1.1 Company Overview:
Blocked Gutters LTD is a leading provider of exterior cleaning services in Epsom, UK, specializing in gutter cleaning, roof cleaning, pressure washing, patio cleaning, and driveway cleaning. The company serves both residential and commercial clients, offering reliable and efficient cleaning solutions to maintain and enhance the appearance and functionality of properties.

1.2 Initial Challenges:
Blocked Gutters LTD faced several significant challenges in its digital marketing efforts:

• Low Online Visibility:
  Despite offering high-quality services, the company struggled to appear in local search results, making it difficult for potential customers to find them online.

• Competitive Market:
  The Epsom area is highly competitive, with many established businesses offering similar services, making it challenging for Blocked Gutters LTD to stand out.

• Minimal Digital Footprint:
  The company had limited online presence, with few listings on local directories and insufficient engagement on social media platforms, further hindering their ability to attract organic traffic.

1.3 Why SEO Top-Up Was Engaged:
Blocked Gutters LTD engaged SEO Top-Up to overcome these challenges by implementing a robust local SEO strategy aimed at improving their online presence, attracting more qualified leads, and driving business growth.

2.1 Defining Success:
The primary objective was to increase the online visibility of Lincs Pressure Washing Services in local search results. To achieve this, SEO Top-Up set the following specific goals:

• Rank on the first page of Google:
  Target high-intent, location-based keywords related to their services.

• Boost organic traffic:
  Increase website traffic by at least 100% within the first six months.

• Increase local inquiries and service bookings:
  Improve search engine visibility to drive more inquiries and bookings.

• Establish a strong local brand presence:
  Optimize content, manage Google My Business (GMB) profile, and enhance local citations.

2.2 Key Performance Indicators (KPIs):
The success of the project was measured using the following KPIs:

• Keyword Rankings:
  Position of targeted keywords on search engine results pages (SERPs).

• Organic Traffic:
  Growth in the number of visitors coming from organic search.

• Conversion Rate:
  Increase in inquiries and service bookings attributable to organic traffic.

• Local SEO Metrics:
  Visibility and engagement metrics for the Google My Business profile, including clicks, calls, and direction requests.

3.1 Comprehensive Keyword Research:
SEO Top-Up conducted thorough keyword research using tools like SEMrush, Ahrefs, and Google Keyword Planner to identify the most relevant and high-converting keywords for Blocked Gutters LTD. The focus was on:

• Analyzing Competitors:
  Understanding the keywords competitors in the Epsom area were ranking for to identify opportunities and gaps.

• Understanding Search Intent:
  Prioritizing keywords with strong commercial intent to attract users likely to convert into paying customers.

• Local Focus:
  Emphasizing location-based keywords such as "gutter cleaning Epsom," "roof cleaning Epsom," "pressure washing Epsom," "patio cleaning Epsom," and "driveway cleaning Epsom."

3.2 On-Page SEO Optimization:
SEO Top-Up optimized Blocked Gutters LTD's website by aligning the content with the targeted keywords, improving meta tags, and enhancing user experience. Specific actions included:

• Content Optimization:
  Creating and refining content to better match search intent and provide value to users.

• Technical SEO:
  Ensuring the website's technical aspects, such as loading speed and mobile-friendliness, were optimized for search engines.

• Local SEO:
  Enhancing the Google My Business profile, building local citations, and ensuring consistency across online directories.

6.1 Initial Obstacles:
SEO Top-Up faced several challenges during the project, including:

• Inconsistent NAP Information:
  Discrepancies in Name, Address, and Phone (NAP) information across online directories.

• Outdated Citations:
  Presence of outdated and duplicate listings, which confused search engines and lowered local search visibility.

• Weak Backlink Profile:
  The client's website had a weak backlink profile, impacting their domain authority and ranking potential.

6.2 Innovative Solutions:
To address these challenges, SEO Top-Up implemented the following solutions:

• Citation Audit and Correction:
  Conducted a comprehensive audit to identify and correct inconsistencies in NAP information across all platforms.

• Duplicate Listing Removal:
  Manually reached out to directory sites to update or remove outdated and duplicate listings.

• Local Link-Building Strategy:
  Developed a targeted local link-building strategy to acquire high-quality backlinks from locally relevant websites.