About Active Cleaning Services
Active Cleaning Services is an exterior cleaning company based in Yeovil, Somerset. They clean roofs, driveways and building exteriors and have been operating since 1993. They had a brochure style website and a Google Business Profile, all poorly optimised and as a direct result struggling to rank for any competitive service searches.
The Challenges
No Location Specific Pages
The site made the classic mistake of most small service businesses, the service pages were targetting generic service terms such as 'roof cleaning' or 'gutter cleaning'. The issue with this setup is that it was not targetting the specific search phrase someone would type in such as 'roof cleaning Yeovil'. It also meant the service area wasn't immediately clear to any site visitors and was likely resulting in people bouncing from the page and visiting competitors.
Incomplete Google Business Profile
The Google Business Profile had only been partially completed, with the services being picked but not fully written up. The primary category didn't reflect the business aims, as Active Cleaning were focused on acquiring more roof cleaning / gutter cleaning customers however the main category was set to 'window cleaning'.
Website Not Optimised for Conversions
The website design, content and layout was not optimised for conversions. The content was informational in nature and didn't give details about how the service may benefit the potential customer. The website lacked testimonials on the core service pages and the service areas was not clear.
No Off-Site Authority
Active cleaning did not have a backlink profile. They were absent from all of the main directories, did not have any links from authoritative sites or local sites and worse still, a different company operating under the same name was being mistakenly picked up and linked to their business. This was diluting the location signals to Google and actively harming their rankings.
Active Cleaning Services have worked across Somerset for thirty years. Their website only ever mentioned Yeovil. Every village and market town they cover was invisible, which meant they were competing for one town's worth of searches while doing work across half the county. Once we built out the surrounding areas properly, they started turning up for roof cleaning in places they had been working in for decades.
The Strategy
Rebuilt the site architecture
We rebuilt all of the core services to directly match the categories and services listed on the Google Business Profile. Active Cleaning Services operates primarily in Yeovil and therefore the pages were built to target that search demand. Each service page contained the correct URL, meta title, meta description and H1. The content on each page was unique and contained data only held by the business to ensure 'information gain' and strong rankings.
Built out the geography
Once all of the core Yeovil service pages have been produce, we expanded the geography by producing additional landing pages for each service + location. Each page was written to contain unique information specific to that location. This strategy expanded active cleaning's reach beyond their Google Business Profile radius.
Optimised the Google Business Profile
The correct primary category was selected and all of the descriptions written for their core services. We implemented regular GBP posts and a review strategy, to boost the number and frequency of reviews. Active cleaning now holds the top three map pack positions for its core services.
Added Credibility & Trust
We updated their website to make it clear that Active Cleaning Services are City & Guilds, IPAF and PASMA certified and have been trading for thirty years. This is the evidence Google looks for on a local service site and it's the same evidence a customer wants before letting someone on their roof.
Updated Website Design
Whilst it is not the norm for SEO agencies to get involved in design, our aim is to help our clients increase revenue. The website was lacking in visual appeal so we updated it, adding additional sections for testimonials, 'how it works', areas served and contact options. This improved conversion rates as traffic started to come in.
Citations, Directory Listings & Local Links
We added the business to over 300 directories, including the core platforms such as Yell & Apple Maps. We ensured consistent name, address and phone details throughout.
The Results
Top three for 25 searches
Including roof cleaning near me, gutter cleaning near me and driveway cleaning services.
Top ten for 42 searches in total.
Impressions up 454% in a month
From 1,699 in July to 9,422 in August.
Roof cleaning, top ten in five locations
Yeovil, Crewkerne, East Coker, Mudford and Tintinhull. This time last year it was one town.
Top three in the map pack
For the core services offered by Active Cleaning Services in Yeovil.
