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A single-location service business that was invisible in Google Maps for its core services despite serving the area for several years.
- Client
- [CLIENT NAME — add with permission]
- Industry
- Local service business
- Location
- Kolkata, West Bengal
- Timeline
- [ADD ENGAGEMENT DATES]
Challenge
- Google Business Profile was incomplete, with an overly broad primary category and no service listings.
- The website had one page covering every service, so no page matched any specific search intent.
- Business name, phone number and address differed across the website, social profiles and directory listings.
- No review request process, so review volume was far behind nearby competitors.
Strategy
- Rebuild the Google Business Profile around the correct primary category and a complete service list.
- Create individual service pages on the website, each mapped to one search intent.
- Standardise business information across every platform where it appears.
- Introduce a simple, compliant review request habit after every completed job.
Implementation
- Profile rebuilt: categories, services with descriptions, hours, attributes, photographs and Q&A.
- Service pages written and published, internally linked from the homepage and to each other.
- Citation audit completed; conflicting and duplicate listings corrected or removed.
- Call and form tracking configured so enquiry sources could be measured accurately.
- Geo-grid rank tracking set up to monitor map visibility across the service area.
Results
- Organic traffic
- [ADD VERIFIED DATA]
- Keyword growth
- [ADD VERIFIED DATA]
- Map pack visibility
- [ADD VERIFIED DATA]
- Calls from Google Business Profile
- [ADD VERIFIED DATA]
- Qualified enquiries
- [ADD VERIFIED DATA]
Key learnings
- Category and service completeness delivered the earliest visible movement.
- Splitting one catch-all page into intent-specific pages was the single biggest on-site change.
- Tracking calls separately from form fills changed how the client judged performance.
Challenge
- Tens of thousands of filtered URLs were indexable, diluting crawl efficiency.
- Category pages had no introductory content or internal linking rationale.
- Product descriptions were duplicated from manufacturer data across many competing stores.
- Reporting focused on sessions rather than organic revenue by landing page.
Strategy
- Define which facet combinations deserve indexable URLs based on real search demand.
- Rebuild the category taxonomy around how customers search rather than internal labels.
- Prioritise original content and schema on the highest-margin product and category pages.
- Restructure reporting around organic revenue per landing page.
Implementation
- Parameter, canonical and noindex rules implemented for faceted navigation.
- Priority categories rewritten with buying guidance and internal links to related categories.
- Product schema corrected to reflect visible price and availability.
- Core Web Vitals work on templates: image delivery, script reduction, layout stability.
Results
- Organic revenue
- [ADD VERIFIED DATA]
- Indexed URL count
- [ADD VERIFIED DATA]
- Category page rankings
- [ADD VERIFIED DATA]
- Core Web Vitals pass rate
- [ADD VERIFIED DATA]
Key learnings
- Reducing index bloat improved rankings for commercial pages without new content.
- Template-level changes outperformed page-by-page optimisation at this catalogue size.
Challenge
- Traffic concentrated on informational articles with no relevant next step.
- Contact form had too many required fields for mobile users.
- No event tracking on calls, WhatsApp clicks or form submissions.
- Several articles competed with each other for the same query.
Strategy
- Consolidate cannibalising articles and refresh the survivors.
- Add contextual internal links from informational content to relevant service pages.
- Simplify the enquiry path and offer call and WhatsApp alternatives.
- Implement full conversion tracking before making further changes.
Implementation
- Content audit with merge, refresh and retire decisions for every page.
- Service pages expanded to answer the objections raised in real enquiries.
- Form reduced to essential fields with clear labels and mobile-friendly inputs.
- Events configured for form submissions, call clicks, WhatsApp clicks and email clicks.
Results
- Organic enquiries
- [ADD VERIFIED DATA]
- Conversion rate
- [ADD VERIFIED DATA]
- Keyword growth
- [ADD VERIFIED DATA]
- Pages consolidated
- [ADD VERIFIED DATA]
Key learnings
- Conversion tracking should always precede optimisation work.
- Consolidating overlapping articles lifted rankings faster than publishing new ones.