Local SEO work
Every engagement where local seo was part of the build, across all thirty industries we publish in.
Industry
Proof type
23 entries
Two locations, two Google profiles, one lead-scoring model that tells the crew which job to call first
A regional roofing and building-services contractor was running paid search and Meta against a website that published the wrong office address sitewide, with leads landing unranked in a construction CRM. We rebuilt the site, separated the two locations in local search, and built a scoring model that sorts every inbound job into *urgent / when-you-can / another-day* before anyone picks up the phone.
4.8Google rating, primary profileWeb DevelopmentLocal SEOGoogle Business ProfileVerified ResultReal client work. Every figure is measured in a named system and carries the window it was measured over.Home ServicesA 4.8 on Google and a 4.3 on Facebook: rebuilding the reputation layer a trade business is actually judged on
A regional exterior-building-services contractor carried a strong Google rating and a materially weaker Facebook one — on the platform its paid social pointed at. We built the review-and-response layer under both, set a narrow rule for when a review is disputed, and put a daily operating cadence behind the proof assets that make a review request reasonable to send.
4.8Google rating, primary profileGoogle Business ProfileLocal SEOOrganic SocialVerified ResultReal client work. Every figure is measured in a named system and carries the window it was measured over.Local BusinessesTwo towns, two Google profiles, one name: closing a local identity that had drifted for years
A regional contractor was operating two Google Business Profiles for two mountain towns under two different names — one a legacy trade-only name tied to a phone number that wasn't even the main line. We settled the naming question once, repointed the number, and aligned every other local surface to the same string.
4.8Google rating, primary profileLocal SEOGoogle Business ProfilePositioningVerified ResultReal client work. Every figure is measured in a named system and carries the window it was measured over.Small BusinessesPositioning an independent boxing gym against chains that had already framed the comparison
A consulting engagement with an independent boxing and fitness gym, scoped to positioning and local demand only. No media was run and no site was built. The work was deciding what the gym was actually competing on — and handing the owner a prioritised list of local-visibility fixes to execute.
PositioningLocal SEOProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Construction & ContractingA 21-column content calendar built so a contractor's crew can actually run it
Most content calendars for trade businesses fail because they're written for marketers. This one is built around what a contractor's day actually produces: a job-site photo, a question a customer asked, a seasonal pressure everyone in the region already understands.
ContentOrganic SocialContent SystemsProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Franchise & Multi-LocationField-level ownership: a location record that lets a franchisee fix the hours without renaming the brand
Listing drift in a franchise is almost never sabotage — it's two people with legitimate reasons to edit the same record and no agreement on who owns which field. This is the governance pattern that splits ownership field by field and detects drift by diffing rather than auditing.
Local SEOGoogle Business ProfileReportingProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Local BusinessesA one-page local visibility scorecard a location manager can read in ninety seconds
Local reporting arrives either as a **40-page** white-label export nobody opens or a screenshot of a dashboard. This is the one-page alternative: one page per location, every metric paired with the single action that moves it.
ReportingLocal SEOGoogle Business ProfileProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Restaurants & HospitalityOne menu record, five surfaces, and a rule for what happens when the kitchen changes an item
A restaurant's menu now lives on the website, in first-party ordering, on two or three marketplace apps and on the Google Business Profile — each truncating, sorting and displaying it differently. This is the content system that keeps one item the same item everywhere, including on the Tuesday the kitchen changes it.
Content SystemsGoogle Business ProfileLocal SEOProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Veterinary & Pet ServicesPublishing price ranges for a veterinary practice without publishing a price list
Cost is the first question on almost every call to a veterinary practice and the one question the website answers nowhere. This build puts ranges and the variables behind them on the site, using the estimate template the practice already produces — without turning the page into a menu.
ContentLanding PagesWeb DevelopmentCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Automotive Sales & ServiceService converts at ~2.5× vehicle sales and gets budgeted like an afterthought
Automotive repair, service and parts carries the highest conversion rate of any industry in the published Google Ads benchmark set. Used-vehicle dealers sit near the other end of the automotive range. Both are usually funded from one line item called automotive, which averages across a spread wide enough to hide the entire argument.
Paid SearchLocal SEOGoogle Business ProfileCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Construction & ContractingGeneral contracting has one of the lowest conversion rates in home services — here's where the model puts the money
General contracting converts paid search clicks at 2.61% against a home-services average of 7.33%, which pushes cost per lead to $165.67. The model treats that as a qualification problem rather than a media problem.
Paid SearchLocal SEOContentCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Energy, Solar & RenewablesSolar acquisition cost is forecast to rise 40% into a market contracting 19% — after the credit expired
US residential solar customer acquisition cost hit a five-year low of $0.60 per watt in 2025 and is forecast to rise 40% to $0.84 in 2026 as the market contracts 19% following the residential credit's expiry. Against an average installed price of $2.49 per watt, that moves acquisition from roughly a quarter of the price of a system to roughly a third.
Paid SearchLocal SEOLanding PagesCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Franchise & Multi-Location97.9% of franchise locations have claimed their profile; only 35.9% appear in the Google 3-pack
The first-generation listings problem is solved and the industry is still selling the solution to it. The gap between claiming a profile and ranking in the pack is the entire opportunity, and none of the work inside it is claiming work.
Local SEOGoogle Business ProfileReportingCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Franchise & Multi-LocationGemini names a specific franchise location 11.0% of the time, ChatGPT 1.2% — and AI answers get the details wrong about a third of the time
The three assistants disagree by roughly ninefold on how often they will name a specific location, and all of them are reading location data that is wrong about a third of the time. The model funds the accuracy problem, which is controllable, and tracks the recommendation rate, which is not.
AEO GEOLocal SEOGoogle Business ProfileCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Healthcare & Medical62% of patients have avoided a provider over a review — and replying to one is a compliance decision
Reputation is the cheapest media a practice owns and the only channel where the reply itself is regulated. This model treats review operations as a media-efficiency programme with a compliance constraint written into the first line of every template.
Google Business ProfileLocal SEOReportingCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Home Services52% of home-services calls get answered — and 55% of businesses never ask the caller to book
In an emergency trade the money is lost in two places, and neither of them is the ad auction. This model instruments the phone before it touches the media, because the published rates say fewer than one call in four is both answered and closed.
Paid SearchLocal SEOGoogle Business ProfileCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Law FirmsThe intake gap: paying the market's highest cost-per-click while only 40% of firms answer the phone
Legal is the most expensive vertical in paid search. It is also the vertical where the largest published performance gap sits after the click, not before it. This model sizes the recovery available from fixing intake before adding a dollar of media.
Paid SearchLocal SEOLanding PagesCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Local BusinessesThree published thresholds decide whether a local business is considered at all
Rating, review count and review recency are separate gates, and a local business has to clear all three before its marketing gets a hearing. The model treats review velocity as a channel with a budget rather than as a byproduct of good service.
Local SEOGoogle Business ProfileReportingCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Real Estate43% of buyers found their agent by referral — so the model treats the past-client list as the primary channel
Half of buyers find the house online and not quite half find the agent through somebody they know. Most real-estate budgets are aimed at the first number and judged against the second. The model funds the referral motion as a channel with a cadence and a report.
CRMEmail MarketingContentCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Restaurants & HospitalityNearly three-quarters of restaurant traffic never comes through the door
Off-premises is now the majority of the category and it is still being marketed as an add-on to the dining room. This model plans for the car park, the phone and the pickup shelf: where the demand is captured, which surface takes the order, and what the published search benchmarks say that costs.
Local SEOGoogle Business ProfilePaid SearchCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Restaurants & HospitalityThe only causal study of restaurant reviews found no effect for chains
A one-star increase in a Yelp rating raises revenue 5 to 9% for independent restaurants and has no statistically significant effect for chains. That asymmetry, not the headline percentage, is the finding worth building on — and it is the reason a review programme is worth far more to a single-site operator than to the group down the road.
Google Business ProfileLocal SEOContent SystemsCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Senior Living & Elder CareOccupancy is near a decade high and almost no new supply is coming — the marketing problem changed
Senior housing occupancy reached 89.9% across the primary markets, with fifteen of thirty-one at or above 90% and inventory growth below 1.0% for a fifth consecutive quarter. At those levels the job stops being lead generation and becomes fit, timing and waitlist management.
Landing PagesPaid SearchLocal SEOCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Veterinary & Pet ServicesThe cheapest, highest-converting paid leads in the whole benchmark set — arriving at practices seeing fewer visits
Animals and pets converts paid clicks at 16.22%, the highest rate of the twenty-three industries measured, at $31.50 a lead. The same year, practice visit volume fell for the fourth consecutive time. The model is built on that contradiction rather than around it.
Paid SearchLocal SEOGoogle Business Profile