About the project
The client is a UK service business in the London market. Its main service is landlord safety compliance, which property owners search for when they need a certificate or an inspection. From January to May 2025 I worked with the business full-time, remotely, and handled all its local SEO, plus the Google Ads audit. The site had traffic on its key pages, but too few of those visitors became enquiries, and the business did not appear in the local map results.
The challenge
Traffic was not the main problem. Conversions were. And behind the low conversions sat a set of technical issues that also held rankings back.
1,170 crawled pages with “no response” errors
A crawl returned 1,170 pages with no response. That much noise wastes Google's crawling and hides the pages that should rank.
Missing H1s and duplicate meta descriptions
Key pages had no H1 heading, and many pages shared the same meta description, so neither Google nor searchers could tell the pages apart.
Slow on mobile
Mobile PageSpeed was 66. Most people searching for a local service do it on a phone, and a slow page loses them before they read the offer.
Invisible in the map results
The business did not show in the local map pack for its services in London.
What I did
Google Ads audit
Auditing the Google Ads account, I found that the landing page receiving the paid traffic was poorly designed and not built to convert. A campaign from 23 February to 3 April 2025 brought 625 clicks and 45 conversions, a conversion rate of about 7%.
A redesigned landing page
I worked with the developer to redesign that page with clear trust signals. Its mobile PageSpeed went from 66 to 93, desktop from 90 to 97, and conversions on it more than doubled in the first month.
Keyword research and a keyword map
I researched keywords in Semrush and other tools, and mapped primary, secondary and question keywords for the main service page.
Metadata on every page
I rewrote the meta titles and descriptions of every page in Rank Math, and optimized 26 core pages and 20 existing blog posts.
Weekly articles
I published a new article every week, targeting long-tail searches, with 10 new articles in the period covered here.
Technical fixes
Using Screaming Frog and Google Search Console, I fixed more than 10 critical issues, including blocked pages and broken links.
Local SEO
I optimized the Google Business Profile and built citations and backlinks, to make the business visible in the London map results.
Screenshots
What a similar business can take from this
- When a page gets traffic but few enquiries, start with the page, not with more traffic. Here, a redesigned landing page doubled conversions in its first month.
- Paid and organic search help each other. The Google Ads audit is what revealed the weak landing page, and the fix improved results for both.
- Local SEO is many small jobs done every week: metadata, articles, profile, citations and links. Consistency is what makes it work.