Manager Analysis

In October, the SEO efforts yielded promising results for the client. Three key keywords secured prime positions in the top 3 search results, while another keyword ranked in the top 4-10. Notably, ‘commercial cleaning services Malvern’ secured the coveted 1st position, with ‘commercial cleaning Malvern’ and ‘office cleaning Malvern’ close behind at 2nd. ‘Cleaning services Malvern’ also held strong at 4th place.

The primary focus in October was on keyword research and crafting location-specific SEO pages for ‘NDIS cleaning’ and ‘builders cleaning.’ These pages enhanced local visibility, reinforced the client’s local authority, and boosted user engagement, thus elevating the site’s presence in Google search results.

As the campaign moved into November, the SEO strategy shifted towards off-page optimisation, specifically leveraging social foundations. By harnessing social media and other reputable social-based platforms, the goal was to create a diverse link profile, enhancing the client’s online reputation and digital footprint for increased organic engagement and overall online presence.

In October, the GMB strategy delivered impressive outcomes for the client. Notably, ‘commercial cleaning Malvern’ leaped from 3rd position in the map pack to the coveted 1st spot in Google Maps or local search results. Additionally, ‘commercial cleaning services Malvern’ and ‘office cleaning Malvern’ secured strong positions in the map pack, further boosting the client’s local visibility.

However, it’s important to note that Google introduced changes to the GMB insights, affecting the accuracy of the data. In this period, the client’s GMB listing garnered 451 views, 23 website clicks, 32 directions requests, and 7 phone calls directly from the listing.

The team also published SEO-optimised content to enhance location relevance. In November, the GMB strategy will prioritise boosting the ranking of ‘NDIS cleaning Melbourne’ in Google Maps or local search results.

October marked the first full month of the Google Ads campaign and achieved 17 conversions from 102 clicks, resulting in a 16.67% conversion rate and a 3.42% click-through rate (CTR). The average cost per click (CPC) was $11.98.

Specifically, the office cleaning ads generated 10 conversions, while the house cleaning campaign delivered 6. Additionally, reactivating the previous house cleaning campaign led to one conversion.

Throughout October, the team made crucial optimisations, including revising ad copy, adding images and business logos, pausing low-performing keywords, and refining negative keyword lists. In November, the plan is to continue to fine-tune negative keywords, explore new optimisation strategies, and potentially test the Performance Max campaign type to further boost lead generation for the client.

SEO Analysis

• 3 keywords ranking in top 3 (first page) results
• 1 keywords ranking in top 4-10 (first page) results
• Keyword ‘commercial cleaning services Malvern’ ranking in 1st position (first page)
• Keyword ‘commercial cleaning Malvern’ ranking in 2nd position (first page)
• Keyword ‘office cleaning Malvern’ ranking in 2nd position (first page)
• Keyword ‘cleaning services Malvern’ ranking in 4th position (first page)
• In October, the SEO campaign focused on keyword research and drafting the SEO location pages for ‘NDIS cleaning’ and ‘builders cleaning’. SEO location pages target specific geographic areas, making your site more visible and relevant in local searches and improving user engagement. They also help establish your brand as a local authority. This will help improve site presence on Google search results and increase customer actions on the site.
• Through November, the SEO campaign will start with off-page optimisation, particularly leveraging social foundations. This approach harnesses the power of social media platforms and other reputable social-based websites to create a diverse and natural link profile. The goal is to integrate social links to enhance the site’s online reputation and its digital footprint. Ultimately, this will foster organic engagement and improve overall online presence.

GBP Analysis

• The keyword ‘commercial cleaning Malvern’ is ranking in 1st position (ahead of the map pack), up from previous 3rd position (in the map pack) in Google Maps or local search results.
• The keyword ‘commercial cleaning services Malvern’ is ranking in 1st position (in the map pack) in Google Maps or local search results.
• The keyword ‘office cleaning Malvern’ is ranking in 2nd position (in the map pack) in Google Maps or local search results.
• In October, Google made some changes to what insights are available for Google Business Profile (GBP). Total Views is no longer included in the report. It is possible that the figures are off due to the changes in Google’s reporting.
• The Google Business Profile (GBP) listing generated 451 views from Google Search and Google Maps via desktop and mobile searches (previously Total Views was 1,836), 23 website clicks (previously Website Visits was 19), 32 requests for directions (up from 2 previously), and 7 phone calls (unchanged) were made directly from the listing.
• Additionally, SEO optimised content for the GBP listing was posted with the goal of gaining more location relevance. The post can be viewed here:https://posts.gle/a32VGA.
• For the month of November, the GBP strategy will focus on the keyword ‘NDIS cleaning Melbourne’ to help it gain ranking in the Google Maps or local search results.

Google Ads Analysis

• 17 Conversions
• 102 Clicks
• 3.42% CTR
• 16.67% Conversion Rate
• $11.98 Avg. CPC
• October marks the first full month of the Google Ads campaign. The office cleaning ads received 10 conversions, while the house cleaning campaign received 6. The previous house cleaning campaign also gained a conversion when it was turned back on.
• Throughout October, we implemented a number of optimisations to the campaigns, including revamping the ads using the previously high converting copy, adding image and business logo assets, as well as pausing zero-conversion but spending keywords. We also added low intent, irrelevant, and competitor search terms in the negative keywords list.
• With that being said, the plan for November is to continue updating the negative keywords list, implementing new optimisation strategies or possibly testing the Performance Max campaign type. We will also optimise the ad copy and keywords to ramp up the lead generation.

Manager Analysis

In September, the SEO campaign initiated its fundamental first steps, laying the groundwork for future success. The team conducted a comprehensive analysis, delving into the company’s profile, competitors, and customer behaviour. Concurrently, a thorough audit of the homepage and individual web pages was in progress, ensuring a solid foundation for the campaign.

As October approaches, the focus shifts to optimisation of existing pages, implementation of correct business schema, and the initiation of off-page strategies. These actions are aimed at bolstering essential keyword rankings, with the ultimate goal of advancing keywords closer to the first page of Google search results while enhancing user engagement on the website.

Detailed instructions will be dispatched to the WebDev team to execute these strategic moves.

During September, the GBP campaign continued to make strides in local search results. Prominent rankings were achieved with the keywords ‘commercial cleaning Malvern’ in 3rd position, ‘commercial cleaning services Malvern’ in 2nd position, and ‘office cleaning Malvern’ also in 2nd position within the map pack on Google Maps.

While September saw a slight decline in views and website visits from the GBP listing, it generated 2 requests for directions and a notable increase in phone calls, rising from 1 to 7 calls directly from the listing. To bolster location relevance, SEO-optimised content was posted on the GBP listing.

Looking ahead to October, the GBP strategy will shift focus to the keyword ‘end of lease cleaning Melbourne,’ with the aim of further improving its ranking in Google Maps or local search results.

SEO Analysis

• In September, the fundamental first steps in the SEO campaign started. Some of the highlights of the work done are mentioned below.
• Detailed review of company, competitors, customers.
• A complete audit of the homepage and individual web pages is ongoing.
• All these measures build the proper foundation to effectively execute the SEO campaign.
• Through October, existing pages will be optimised, correct business schema will be added, and initial off-page strategies will be carried out to boost vital keyword rankings, with the ultimate goal of bringing the keywords closer to the first page of Google search results and improving customer actions on the site. To implement these actions, instructions will be sent to your WebDev team.

Google Ads Analysis

GBP Analysis

• The keyword ‘commercial cleaning Malvern’ is ranking in 3rd position (in the map pack) in Google Maps or local search results.
• The keyword ‘commercial cleaning services Malvern’ is ranking in 2nd position (in the map pack) in Google Maps or local search results.
• The keyword ‘office cleaning Malvern’ is ranking in 2nd position (in the map pack) in Google Maps or local search results.
• In September, the Google Business Profile (GBP) listing generated 1,836 total views (down from 4,677 previously), 19 website visits (down from 30 previously), 2 requests for directions, and 7 phone calls (up from 1 previously) were made directly from the listing.
• Additionally, SEO optimised content for the GBP listing was posted with the goal of gaining more location relevance. The post can be viewed here:https://posts.gle/Vd6Zfb.
• For the month of October, the GBP strategy will focus on the keyword ‘end of lease cleaning Melbourne’ to help it gain ranking in the Google Maps or local search results.