First I dove into conversion rate optimisation and how to create a design that clearly communicates the value proposition and to keep the branding consistent throughout the website. I was also obsessing with how to structure the website content in order to convert visitors into leads.
A great SEO campaign starts with a research and analysis. I discovered there were around 7,500 cleaning businesses registered at that time in London and 79 websites that had been nurtured for 10+ years, which made them very difficult to compete with. Still, with so much competition, I had to figure out a way to stand out and rank high on Google. I analysed what my competitors are doing to be successful and compared their target customer to develop the right informational architecture.
I then created a custom SEO campaign focusing on the weak spots of my competitors. The campaign included best practices SEO on page and off page optimisation, speed optimisation, internal linking, blog, thorough keyword research and analysis and creating A/B test service page layouts to determine what content would rank higher.
Fully optimised my Google business profiles so I can appear on maps searches looking professional and trustworthy to help with leads generation. At this stage I created a NAP file that I would submit into as many citation websites as possible, so that would also increase my exposure and potentially improve rankings. This would also send signal to Google that I am a legitimate business and this would boost my GMB profile up.
