From Page 3 to Top 3 & +156% Enquiries
6-Month Local SEO London Campaign
Executive Summary
A London cleaning company relied heavily on paid ads and ranked on page 3–4 for key local terms. We rebuilt their Local SEO strategy, fixed technical issues, and restructured service pages. Within 6 months, organic enquiries increased by 156% and multiple keywords moved into the top 3 positions.
+149% Organic Traffic
+74 Page 1 Keywords
+156% Increase in Enquiries
Before: 1,180 Monthly Visits
After: 2,940 Monthly Visits
Client Background
Industry: Domestic & commercial cleaning
Location: London
Business model: Service-based lead generation
Revenue source: Booked cleaning jobs
Organic visibility directly impacted daily bookings.
The Real Problem
The business had three major issues:
- Ranking on page 3–4 for high-intent local keywords
- Thin service pages with poor structure
- Heavy reliance on paid ads for bookings
If this continued:
Ad costs would rise and profit margins would shrink.
Goals & Success Metrics
Clear objectives were defined:
- Move high-intent keywords into top 3
- Increase organic enquiries
- Reduce dependency on paid ads
- Improve overall website authority
Simple goals, tied directly to profit.
Constraints
This wasn’t a clean slate.
- Highly competitive London market
- Multiple local competitors in top 5
- Weak backlink profile
- Slow site speed
This required structured and phased improvements.
Strategy Overview
Instead of chasing vanity traffic, we focused on:
- High-converting local intent keywords
- Service page depth and clarity
- Internal authority flow
- Technical health and performance
The goal was simple:
Rank for keywords that bring enquiries
Implementation Timeline
Month 1–2: Technical & Structural Fixes
- Full WordPress audit
- Speed optimisation
- Crawl errors fixed
- Core Web Vitals improvements
Month 3–4: Local Intent Optimisation
- Rebuilt service page architecture
- Improved heading structure
- Strengthened internal linking
- Location signals improved
Month 5–6: Authority &
Growth
- Niche backlink building
- Content depth improvements
- Continuous ranking optimisation
Conversion Improvements
Tracking was cleaned up and tightened.
- Clear call-to-action placement
- Improved enquiry forms
- Better internal navigation to key pages
- Tracking refined for real lead measurement
We optimised for enquiries, not just visits
Results (Before vs After)
| Metric | Before | After | Growth |
|---|---|---|---|
|
Monthly Traffic
|
1,180 |
2,940 |
+149% |
|
Page 1 Keywords |
21 |
95 |
+74 |
|
Monthly Enquiries |
Baseline |
+156% |
Significant Growth |
Why This Worked
- Focused on buyer-intent keywords
- Fixed structural weaknesses first
- Built topical authority in the home service niche
- Optimised for conversions, not just rankings
The strategy aligned with how local customers search.
Client Feedback
Final Takeaway
If you run a London service business and depend on daily enquiries, Local SEO done correctly can reduce ad spend and increase profit margins.
This approach works when strategy comes before tactics.
