So Fresh, So Clean
A large franchise owner needed to target a local audience and increase relevant traffic without straying away from corporate branding.
WHITE-LABEL CLIENT
Carpet Cleaner Franchise
INDUSTRY
Residential and commercial services
GOALS
Increase brand awareness, Increase sales
SERVICE
Online Audit, SEO, Search Engine Ads
Their goals
A large carpet-cleaning company franchisee wanted to promote their residential and commercial cleaning services locally. Not only did they offer a wide range of cleaning services, from air ducts and upholstery, to carpet and tile floors, but so did many self-employed cleaners in the area.
The company was limited to working within franchise branding guidelines. However, they needed to stand out among do-it-yourself options and bigger name brands such as Stanley Steemer.
Our results
We developed the online presence of this Las Vegas carpet cleaner for 12 months. In that time, we divided our efforts between on-site keyword targeting and off-site backlink and citation building, causing organic traffic to increase by nearly 90% in one year. In addition, average session duration increased from 90 seconds to nearly 5 minutes. Our combined SEO efforts built a long-lasting network of customer traffic that continues to bring the company business to this day.
How we did it
Online Presence Audit: As is often the case, we started with a comprehensive audit of their online presence, with a keen eye toward paid advertising and SEO improvements.
Search Engine Optimization (SEO): We divided our efforts between on-site keyword targeting and off-site backlink and citation building.
Google Ads: We built a new campaign that leveraged the current brand-name strength and the names of top competitors.
The right bid: We maximized bids on carpet-cleaning specialties, while also bidding on other ancillary cleaning services.
Keep testing and keep it fresh: By bidding on nearly 10,000 keywords with various synonyms, plurals and match types, organized across 150 ad groups, we could be VERY specific with ad targeting. We also always had multiple ad variations going for copy testing.
User Experience Design: We utilized call tracking to be able to listen to phone calls made directly from Google Ads (and other marketing tactics). It quickly became apparent current promotions were not clear and needed to be explained more concisely to reduce confusion and salesperson time.
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