All case studies

Case Study [08]

Marketing & Growth · SEO

An SEO + AEO programme that made a home-services brand the local default

Technical SEO, city-by-city content and answer-engine optimisation across nine locations — turning search demand into booked jobs.

Client
Multi-location home services brand
Industry
Home Services
Duration
7 months
Year
2025
  • SEO
  • AEO
  • Content Strategy
  • Local Search

By the numbers

Organic conversions up 96% — with the brand cited by AI assistants for high-intent queries.

+96%

organic conversions year over year

3.2×

map pack impressions

22

top-3 rankings for service + city terms

01 — The Challenge

What was getting in the way.

Rankings stuck on page two, nine near-identical location pages, and no presence in AI answer engines.

The brand was one of the strongest operators in its category offline and almost invisible online. Nine location pages had been duplicated from a template, so they cannibalised each other instead of ranking — and the service pages described work that every competitor described the same way.

Meanwhile, customers were starting their search by asking an AI assistant who to hire, and the brand was never the answer.

02 — The Approach

How we tackled it, step by step.

  1. 01

    Fix the technical floor

    Core Web Vitals, crawl paths, canonical rules and LocalBusiness schema — corrected so every page could compete on merit.

  2. 02

    One page per service, per city

    Original, proof-driven pages: real jobs, real crews, real guarantees. Ninety pages of substance replacing nine copies of a template.

  3. 03

    Authority that compounds

    Local digital PR, clean citations and partner links — the kind of relevance that keeps rankings after the algorithm moves.

  4. 04

    Optimise for answer engines

    Entity clarity, structured data, FAQ schema and citable sources, so the brand is quoted when assistants recommend who to call.

03 — The Results

What changed after launch.

  • 01Organic conversions up 96% year over year
  • 0222 service + city terms in the top 3, up from 4
  • 03Map pack impressions grew 3.2× across nine locations
  • 04Brand cited in AI answer engines for 11 high-intent queries
  • 05Cost per lead from organic fell 41% while paid spend held flat
We used to buy every lead. Now the phone rings because people were told to call us — by Google and by the AI they ask first.
Marketing Lead
Multi-location home services brand

Tools & stack

  • Ahrefs
  • Screaming Frog
  • GA4
  • Schema.org
  • Cloudflare

Next case study — [01]

Web platform that turned a fintech launch into a growth story

B2B fintech platform · Web Development

Start a ProjectBrowse all work
Available for new business

Case Studies

Tell us what you're trying to build, and we'll tell you how we'd approach it.

info@genovatechnology.com