1.1 Company Overview:
North Star Cleaning is a Chatham-based cleaning company offering comprehensive cleaning services such as carpet, sofa, rug, mattress, and upholstery cleaning, specializing in residential and commercial properties in Sittingbourne. Known for exceptional service quality, they cater to a wide range of cleaning needs while maintaining a strong commitment to client satisfaction.

1.2 Initial Challenges:
Although North Star Cleaning provided top-notch cleaning services, the business faced multiple digital marketing challenges:

• Low Online Visibility:
  Despite their expertise, they struggled to attract organic traffic due to poor local SEO performance.

• Competitive Market:
  North Star Cleaning was operating in a saturated cleaning service market with tough competition from businesses that had established a stronger digital presence.

• Limited Digital Footprint:
  The company had minimal representation on local online directories, which affected their ability to attract new clients searching for cleaning services.

1.3 Why SEO Top-Up Was Engaged:
North Star Cleaning partnered with SEO Top-Up to overcome these challenges and significantly boost their online presence. They required a local SEO strategy that would enhance their rankings on Google and other search engines, thus driving more inquiries and increasing customer conversions.

2.1 Defining Success:
The primary goal was to elevate North Star Cleaning’s online visibility and increase organic traffic through local SEO. Specific objectives included:

• Achieve first-page rankings on Google for targeted, high-intent, location-based keywords.

• Boost website traffic by at least 100% over six months.

• Increase conversions and service bookings by improving search engine visibility.

• Build a strong local brand presence through optimized content and management of their Google My Business (GMB) profile.

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

• Keyword Rankings:
  Progress of the target keywords in search engine rankings.

• Organic Traffic:
  MGrowth in website visitors from organic searches.

• Conversion Rate:
  Increase in customer inquiries and bookings via the website.

• Local SEO Metrics:
  Growth in GMB engagement metrics, including clicks and calls.

3.1 Comprehensive Keyword Research:
SEO Top-Up conducted thorough keyword research using tools like SEMrush and Google Keyword Planner. The research focused on:

• Competitor Analysis:
  Studying competitors to uncover opportunities and weaknesses in their SEO strategies.

• Search Intent:
  Focusing on high-intent keywords that would convert into service inquiries.

• Local Relevence:
  Emphasizing keywords like “carpet cleaning Sittingbourne” and “sofa cleaning Sittingbourne” to target local customers.

3.2 On-Page SEO Optimization:
A critical element of the SEO strategy was on-page optimization, which included:

• Content Enhancement:
  Optimizing service pages with keyword-rich content aligned with user intent.

• Meta Tags and Headers:
  Revamping meta descriptions, title tags, and H1 tags to include relevant keywords.

• Internal Linking:
  Improving the website’s internal link structure to distribute authority across important service pages.

3.3 Google My Business Optimization:
SEO Top-Up optimized North Star Cleaning’s GMB profile to ensure visibility in local searches. This included:

• NAP Consistency:
  Ensuring consistent Name, Address, and Phone number (NAP) information across all local directories.

• User Engagement:
  Encouraging positive reviews and responding to client feedback on GMB, which helped boost local rankings.

3.4 Local Citations and Link Building:
To strengthen North Star Cleaning’s local SEO presence, we:

• Built Local Citations:
  Secured accurate listings in local business directories to improve visibility.

• Executed a Local Link-Building Campaign:
  Acquired high-quality backlinks from local businesses and industry-related websites to boost domain authority.

6.1 Initial Obstacles:

• NAP Inconsistency:
  North Star Cleaning had inconsistent NAP information across various directories, negatively impacting their local search rankings.

• Weak Backlink Profile:
  A limited number of backlinks and low domain authority initially hindered their SEO performance.

6.2 Innovative Solutions:

• NAP Audit & Correction:
  SEO Top-Up conducted a full citation audit and corrected inconsistencies across directories to ensure uniformity.

• Targeted Link Building:
  By securing relevant, high-authority backlinks from local directories and industry websites, we bolstered their domain authority and rankings.