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Local SEO Case Study: Growing a Cleaning Company in Long Island
September 11, 2025
When a small cleaning company in Long Island first approached us, they were struggling to get noticed online.
Despite offering top-notch services, potential clients couldn’t find them on Google, and their phone barely rang. Traditional marketing hadn’t worked, and competing with bigger companies felt impossible.
That’s when we implemented a strategic Local SEO plan for a cleaning company.
We 1st started with optimizing their website, Google Business Profile, and local content, and we helped them appear at the top of search results for the services people were actively searching for.
Within 2 months, calls started pouring in, bookings increased, and the company became a trusted name in their community.
In this case study, we’ll walk you through exactly how Local SEO transformed this Long Island cleaning business and how other local companies can replicate the results.
We Check The Company Background
Before diving into any SEO strategy, we start by understanding the cleaning company inside and out.
Who are they?
What services do they offer?
What makes them different from competitors in Long Island? We find all those answers by going through this-
- Business Overview: Understanding the services offered, target market, and unique selling points.
- Website Audit: Evaluating website structure, loading speed, mobile responsiveness, and existing SEO performance.
- Online Presence: Reviewing Google Business Profile, social media accounts, and local listings for consistency and accuracy.
- Reputation Analysis: Checking customer reviews, ratings, and feedback to identify strengths and areas for improvement.
- Competitive Benchmarking: Comparing the company against local competitors to spot gaps and opportunities.
For example,
If a company has excellent customer reviews but low visibility on Google Maps, that’s a goldmine waiting to be optimized. Understanding the background helps us create a specific Local SEO strategy that delivers real results rather than generic advice.
Figure Out the Mistakes They Made
After reviewing the company’s background, the next step was identifying where things went wrong. Many cleaning businesses make common mistakes that cost them clients, and this company was no exception.
We found several key issues:
- Poor Google Business Profile setup – Their profile had incomplete information, inconsistent hours, and no photos, making it hard for clients to trust or find them.
- Weak local content – Their website didn’t target neighborhood-specific searches like “Long Island office cleaning” or “Brooklyn apartment deep clean,” so they weren’t showing up for the right queries.
- Neglected reviews – Positive customer feedback existed but wasn’t being highlighted, and negative reviews weren’t addressed, hurting credibility.
- Generic SEO efforts – Past attempts were scattered and unfocused, targeting broad keywords instead of hyper-local, high-intent searches.
Identifying these mistakes allowed us to build a precise, step-by-step Local SEO strategy that fixed gaps, leveraged strengths, and attracted the right clients.
How We Applied Local SEO Strategy on the Cleaning Company in Long Island
Once we identified the company’s mistakes, we designed a custom Local SEO plan to fix issues, boost visibility, and attract high-intent clients. Here’s exactly what we did:
1. Optimized Google Business Profile (GBP)
We started by ensuring the company’s Google Business Profile was complete and trustworthy. A properly optimized GBP is often the first impression a potential client has.
What we did:
- Claimed and verified the GBP to establish authenticity.
- Updated the NAP (name, address, phone number) and hours to be consistent across platforms.
- Added professional photos of completed jobs, team members, and office space to build credibility.
- Created a detailed services list with location-specific keywords like “Long Island apartment cleaning” and “office deep cleaning”.
- Encouraged happy clients to leave reviews and responded promptly to all feedback.
Impact: Within weeks, the company appeared in the Local Pack for multiple relevant searches, making it easy for potential clients to find them.
2. Keyword Research & Local Content Strategy
Next, we focused on understanding what potential clients were actually searching for and creating content to meet those needs.
How we approached it:
- Used AI-powered tools to identify high-traffic, low-competition keywords in Long Island neighborhoods.
- Clustered keywords for service pages, blog posts, and FAQs, including examples like:
- “Eco-friendly office cleaning Long Island”
- “Move-in apartment cleaning Nassau County”
- “Eco-friendly office cleaning Long Island”
- Developed blog posts answering common customer questions such as:
- “How often should you deep clean an office?”
- “Tips for apartment cleaning before moving out.”
- “How often should you deep clean an office?”
- Created location-based landing pages tailored to towns and neighborhoods they served.
Impact: The website began ranking for hyper-local search queries, attracting highly targeted leads rather than general traffic.
3. On-Page SEO Optimization
With content ready, we refined the website itself to ensure search engines understood it and users could navigate easily.
Steps taken:
- Optimized meta titles, descriptions, and H1/H2 headings around primary keywords.
- Improved internal linking between service pages and blogs to enhance navigation and authority.
- Ensured the site was mobile-friendly and fast-loading, critical for local searches.
- Added schema markup for local business, services, and reviews to make search results more engaging.
Impact: The website saw higher visibility in search results and more clicks from local clients actively searching for cleaning services.
4. Review Management & Reputation Boost
Online reputation can make or break a cleaning business. We focused on maximizing positive reviews and turning feedback into trust signals.
Our process:
- Sent follow-up emails and messages to satisfied customers encouraging Google reviews.
- Responded to all reviews, thanking clients for positive feedback and addressing any concerns professionally.
- Highlighted strong testimonials on the website and social media to build credibility.
Impact: Improved trust signals led to a higher click-through rate (CTR) and more direct calls from local searches.
5. Local Link Building & Citations
Building authority and consistency across the web is critical for Local SEO.
Actions taken:
- Added the business to relevant local directories and niche cleaning platforms.
- Reached out to local blogs, real estate agents, and property management websites for backlinks.
- Ensured NAP consistency across all citations to strengthen local search authority.
Impact: Google recognized the business as a trusted local service, boosting rankings for competitive local keywords.
6. Tracking & Continuous Optimization
Finally, we implemented tracking and ongoing improvements to ensure results weren’t just temporary.
Steps executed:
- Set up Google Analytics and Search Console to monitor traffic, rankings, and conversions.
- Analyzed which keywords, pages, and blog posts drove the most leads.
- Regularly updated content, keywords, and landing pages based on trends, seasonal searches, and client needs.
Impact: A continually improving Local SEO strategy kept the company at the top of search results, maintaining a steady flow of new clients.
Frequently Asked Questions
Final Thoughts
Local SEO transformed this Long Island cleaning company from invisible online to a top choice in their community. By optimizing profiles, creating local content, managing reviews, and building authority, we helped them attract more calls and bookings.
Want to see your cleaning business at the top of local search results?
Contact Capinity today and let us create a Local SEO strategy that fills your schedule with real clients.
"A good digital marketing strategy allows you to reach a wider audience with more personalized messages, helping your business grow in a smarter way."
– Neil Patel
