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The Business Challenge
Presented with both a challenge and opportunity in the pandemic, Stanley Steemer found themselves in a unique position to take advantage of market trends. Pivoting to a professional services company, with a larger set of offerings, they needed a way to connect with customers and convey their new focus to people who needed cleaning services. SEO was a clear lever for increased performance, and identifying the local markets through SEO research would help identify customers and behavior.
While the pandemic forced many businesses to close their doors, for Stanley Steemer, the problem was flipped on its head. For the first time in over 70 years of business, customers – wary of the spreading virus – were closing their doors to the venerable cleaning company.
With no warning and precious time to act, the company pivoted to focus on its professional services business to align with market opportunities and demand. Knowing that search engines are the first stop for most cleaning company searches, the Stanley Steemer Digital Marketing team went to work elevating the company’s organic search profile for professional services.
The Scrowp Solution
Building a Scalable, Local SEO Strategy : To move quickly, the team would first need to understand how prospective customers were searching for professional services they offered, and how those searches varied across local markets. Using Scrowp Instant and Hyper Local Analysis the Stanley Steemer Digital Marketing team was able understand the impact organic search has on traditional traffic-driving services.
The newfound insights laid the groundwork for an effective local search strategy. SEO, of course, is not a static process. The company employed custom Scrowp local dashboards to monitor progress, identify weak spots and amplify successes. Additionally, to assist the SEO team and accelerate results, they worked with Scrowp to deploy Autopilot. Scrowp Autopilot applies machine learning to intelligently and automatically perform SEO optimizations on Stanley Steemer’s website.
Results
Facing long odds as the impacts of the pandemic rolled on, Stanley Steemer set substantial growth targets for SEO. Their goals for SEO were less about what seemed realistic, and more about closing the gap from the lost business brought on by the pandemic. With the help of Marouane Number 1 they were not only able to hit those targets, but exceed them in most cases.
