Increase in non-paid search traffic from local service queries.
SEO case study
186% more organic traffic for a London local business
A local SEO campaign that improved map visibility, service page relevance and high-intent customer actions.
Purple Dove Media helped a local construction business strengthen its search presence with technical fixes, local landing page improvements, Google Business Profile optimisation and clearer conversion actions.
Measured growth
Performance highlights
Increase in call actions from local organic search visibility.
Growth in Google Business Profile direction request actions.
Results reflect the campaign period and depend on competition, location coverage, implementation speed and search demand.
The challenge
The business relied heavily on referrals and inconsistent paid activity. Its website did not rank strongly for local service searches, and Google Business Profile activity was not generating the volume of calls or direction requests the business needed.
Service pages were too broad, location signals were underdeveloped and the site lacked a clear structure for the areas and services the business wanted to target.
The strategy
We created a local SEO plan focused on service relevance, location targeting and customer actions. The strategy prioritised searches from people looking for local providers with immediate intent to call, request a quote or visit the business profile.
The campaign connected website improvements with Google Business Profile optimisation so both organic search and map visibility supported each other.
The implementation
We improved service page copy, metadata, headings and internal links. Local signals were strengthened through clearer location references, consistent business information and better alignment between the website and business profile.
Calls to action were improved so visitors could quickly request a quote or make contact. Tracking recommendations helped connect organic visibility to real business actions.
The results
The business achieved a 186% increase in organic traffic, alongside more phone calls and direction requests from local search. Improvements were strongest across high-intent service queries and map-related customer actions.
The campaign gave the business a more reliable organic channel and reduced dependence on ad hoc lead sources.
Conclusion
This local business SEO project shows how stronger service pages, better local signals and Google Business Profile optimisation can turn search visibility into calls, visits and quote requests.
Useful answers
Case study FAQs
What made the local business campaign successful?
The campaign connected service page optimisation, local search signals and Google Business Profile improvements so the website and map presence supported each other.
Was Google Business Profile part of the work?
Yes. Google Business Profile optimisation was important for improving local visibility, calls and direction requests from nearby customers.
Can local SEO reduce reliance on paid ads?
Local SEO can create a more sustainable source of enquiries over time, although many businesses still use paid ads alongside organic search for wider coverage.
What should local businesses optimise first?
Most local businesses should start with technical basics, service page relevance, accurate business information, reviews, internal links and Google Business Profile quality.