Metro Detroit Phone Repair Local SEO Case Study

Challenges

After taking a close look at the local SEO approach of the client, we figured out the issues that were making them lose visibility in local search results. The website was not appearing in front of the local audience, and it was affecting the organic traffic along with impressions and clicks. 

• Improper GBP Category Selection: The GBP profile for the client did not have the right category selected on it, which was creating confusion for Google when ranking the site.
• Mobile Responsiveness Issues: The website did not work well on mobile devices in terms of navigation as well as the overall user experience. 
• Duplicate Location Pages: The site had duplicates of similar location pages, and Google didn’t know which one to prioritize in terms of search engine visibility. 
• Lack of Local Citations: The website did not have a strong local presence, as it had no citations for it built on any of the relevant websites in the local area. 

Solution

We developed a customized local SEO plan for Metro Detroit Phone Repair to ensure that its optimization deficiencies get handled with precision. Our plan tackled the core local SEO issues first, to give the client’s website the edge it needed to rank above the competition.

• Right GBP Category Selection: Identified and selected the most appropriate category for the client to improve the local relevance of the Google Business Profile. This made the GBP appear in front of the right audiences, which resulted in more clicks coming to the site. 
• Mobile Responsiveness: Improved the usability of the site on mobile devices along with site speed & the overall user experience. This made it easier for customers to use the site on the phone and hire our client for their phone repair needs. 
• Duplicate Location Page Fix: Removed duplication by creating unique pages for each location with content specific to the local audience. This uplifted the local relevance of the client’s business and made them stand out from the competitors. 
• High-Quality Local Citations: Identified popular local directories and added the client’s NAP listings to them to build a stronger local footprint. 

The Results

We did SEO for this client for about 6 months, and by the end of the campaign, we were able to generate 16.72K clicks along with 1.41M impressions. The website had an average CTR of 1.2%, and its average position was 9.8 on search engine results pages. 

• Impressions fluctuated significantly throughout the campaign’s lifecycle. Impressions rose from roughly 50K per week at the start to multiple peaks above 100K, notably in early April, mid-May, and again in mid-July.
• Clicks followed a similar pattern of volatility. They climbed from around 200 per week initially to a sharp peak of over 4k in April. And after that, the clicks settled into a more consistent range of 1000 to 1.6k per week through June & July.
• A 1.2% average CTR reflects the higher-volume nature of the impressions being captured during this period.
• An average position of 9.8 placed the site consistently near Page 1 of Google. This supports the periodic traffic surges observed throughout the SEO campaign for this client.