From Ranking to Revenue: 82% Call Growth for a Cleaning Business in 6 Months

Overview

A growing cleaning company in Dallas and Austin wanted its online presence to reflect the quality and consistency of its services. Even with a strong reputation and steady rankings in the top 10 to 15 positions, the business knew it needed a bigger push to break into the top local spots where most customers make their decisions.

Before this project began, their Google Business Profile had potential but was not fully optimized. Key categories were missing, many local citations had not been built, and the website’s landing page content did not provide enough depth to stand out. These gaps kept them from reaching the top positions in local search and limited the number of calls coming through.

Because this business depends on local customers, it became clear that a focused local SEO effort was the way forward. The plan aimed to give them a stronger edge in Dallas and Austin by refining their GMB profile, building up relevant citations, and creating content that targets the exact searches potential customers use every day.

Objectives of the Local SEO Campaign

The cleaning industry in large cities like Dallas and Austin is crowded, with many companies competing for the same local audience. To stand out in such a busy market, this business needed more than a basic online presence. It needed a strategy that would help push it ahead of local competitors and make sure that when someone searched for cleaning services, their listing appeared among the first options.

One of the main gaps was the Google Business Profile. While it existed and had some visibility, it lacked full optimization and a structured posting routine. There were no regular updates, no Q&A activity, and not enough service-specific content to keep the profile fresh. This limited the profile’s ability to rank in the most visible map positions.

With those challenges in mind, the objectives of the campaign were clear:

  • Make the GMB profile more complete and relevant by refining categories, adding products and services, and posting fresh content.
  • Improve rankings in the local map pack and BrightLocal grid, where a higher position directly influences customer clicks.
  • Generate more leads by turning increased visibility into phone calls and messages through the GMB listing.
  • Establish a consistent posting schedule with Q&A updates, photos, and posts to build authority and trust with potential customers.

These goals set the direction for every step of the local SEO strategy.

APPROACH & IMPLEMENTATION  

The strategy to improve local visibility was structured into clear phases. Rather than focusing on short bursts of activity, the work was done consistently over several months to create lasting results.

Phase 1 – Profile Optimization

The first step was to fully optimize the Google Business Profile. We found that several important secondary categories were missing. Since Google uses both primary and secondary categories to decide when a listing appears in searches, we added “Cleaning Service,” “Sanitation Service,” and “Window Cleaning Service” to make the profile more complete.

Next, we added service-specific products such as Airbnb cleaning and carpet cleaning. Listing these services helps the profile appear for keyword variations, for example, “deep cleaning in Dallas,” because Google directly connects these services with local searches.

To address common customer concerns before they even picked up the phone, we introduced structured Q&A. Over a six-month period, we consistently added eight relevant questions and answers each month along with four Google posts. This built credibility and encouraged engagement.

Phase 2 – Engagement Content

After the initial profile optimization, the focus shifted to creating fresh, engaging content that would keep the listing active and relevant. We researched customer pain points using tools like keyword research platforms, Reddit, and other community forums. These insights helped us create highly relevant Q&A entries that answered questions potential customers often have before hiring a cleaning company.

We also published regular posts highlighting services, offers, and company updates to show that the listing was active. Alongside this, we uploaded photos of cleaning work, including before-and-after shots. Every image was geo-tagged to signal location relevance. While geo-tagging is no longer a primary ranking factor, adding these photos helped enrich the profile, show real results, and build trust with new customers.

Phase 3 – Website Optimization

While improving GMB, we worked on strengthening the website to ensure visitors coming from search could convert into leads. The homepage was redesigned with a better structure, clear call-to-action buttons, and keyword-rich content. The previous version of the page was closer to a blog post and lacked direction for visitors. After redesigning, it became much easier for users to understand services and take action.

Additionally, we created a regular content calendar with 5–6 blog posts per month. These posts, while not always location-specific, covered cleaning-related topics that linked back to key service pages. This strategy helped bring internal clicks and supported overall SEO growth.

Phase 4 – Continuous Activity and Consistency

The final phase was all about maintaining consistency. Each week, we continued to add geo-tagged images, publish Q&A, and keep the GMB profile fresh. Alongside this, we worked on building citations and submitting data to aggregators to ensure local consistency across the web.

We also experimented with cloud stacking. While it didn’t create a dramatic impact, it did help nudge rankings up slightly in a few areas. Overall, the emphasis during this phase was on sticking to a proven plan and tracking progress using BrightLocal grid analysis to make minor adjustments when needed.

Results and Performance Impact

Over six months of consistent local SEO efforts, the cleaning business began to see strong and measurable improvements across key areas.

Ranking improvements

By comparing GMB performance data, we saw continuous upward movement in local rankings. High-difficulty keywords that were once stuck outside the top map positions started showing up more frequently within the 3-pack and top 5 results.

Increase in engagement and leads

Activity on the Google Business Profile had a clear impact on customer interactions. Insights data from the GMB dashboard showed:

Growth in local visibility

The optimization work led to broader coverage for a wide range of service-related searches. More local keywords began appearing on the first page, making it easier for customers to discover the business across multiple search terms.

  • 82% INCREASE IN CALL CLICKS
  • 12% INCREASE IN WEBSITE CLICKS

There was also a significant increase in customer reviews, which went up by 367%. This was driven by the client’s commitment to excellent service, combined with the increased visibility that brought more customers in.

With regular Q&A updates and engaging posts, the listing became a go-to resource for potential customers, resulting in a noticeable rise in calls and inquiries. The month of June alone saw a 13% jump in overall website traffic.

The analytics dashboard highlights this growth across channels, with organic traffic steadily climbing and total sessions rising as shown below:

These results demonstrate how a consistent and structured local SEO plan can transform a business’s digital presence and drive real results.

Key Takeaways for Other Cleaning Companies

This case study highlights that steady, thoughtful effort on local SEO can make a big difference, even in competitive markets like Dallas and Austin. A few key lessons stand out for other cleaning companies looking to achieve similar results:

Keep your GMB updated.

Adding the right categories, publishing Q&A, and posting fresh content on a regular schedule has a direct and visible effect on local rankings.

Use images as proof.

Posting photos of your work and geo-tagging them helps Google connect your profile with your service area. It also builds trust with customers who see real examples of what you do.

Think of GMB as a content platform.

When treated like a mini-website with posts, Q&A, and updates, GMB becomes a powerful tool for generating calls and leads.

 

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