How NAP citations influence Local SEO – A case study
Case Studies Link Building Local SEO SEO
A few months ago, a local upholsterer approached us for help with their internet marketing strategy and SEO. The challenge was significant due to the website’s lack of SEO-friendly features: it was entirely in JavaScript with minimal text, making optimisation particularly difficult. To address these issues, we devised a plan based on thorough keyword research, […]
A few months ago, a local upholsterer approached us for help with their internet marketing strategy and SEO. The challenge was significant due to the website’s lack of SEO-friendly features: it was entirely in JavaScript with minimal text, making optimisation particularly difficult.
To address these issues, we devised a plan based on thorough keyword research, local citations, Pinterest marketing, and Google Local ads.
Keyword Research
The main keyword, “upholstery,” had relatively low competition with a 30% difficulty score (using Moz tools). Despite this, the client’s website had a very low Domain Authority of 1/100.
Image source: Moz Tools
Our Strategy
To kickstart the campaign, we used Whitespark to identify 100 local citations. Local citations are critical for improving a website’s visibility in local search results. According to Moz, local citation consistency is one of the top factors influencing local search rankings. We corrected any citations inconsistent with the client’s services to ensure uniformity across all platforms.
Image source: Whitespark
Results
After one month, the client’s domain authority climbed from 1 to 16.
Image source: Moz Tools
The website now ranks for five keywords on the first page: upholstery, Sydney, Sydney upholsterer, chair upholstery, and sofa. This is a significant improvement, especially considering the initial challenges.
We also implemented a successful before-and-after Pinterest campaign, which has garnered 227 likes and 72 repins. As HubSpot highlighted, Pinterest can be an effective tool for driving traffic and engagement, especially for visually driven industries.
Image source: Pinterest
Seeing the value in our efforts, our client created specific landing pages to target each area for both SEO and AdWords campaigns.
