The Swindon Plasterer Case Study


Growing a Plasterer's Business With Local SEO

In March 2023, Daniel, a professional plasterer based in Swindon, approached The Search Equation to help him attract more clients. Despite the high quality of his work and an excellent reputation, Daniel was having trouble advertising his skills and connecting with potential customers. Recognising the essential role of local SEO for contractors who work within a specific geographical area, Daniel gave our agency the task of helping him grow his business through local search.

The main challenge was Daniel’s lack of visibility. Although he had a website, his business was not showing in local search results, so searches in Swindon did not see his site when looking for a plasterer. This meant Daniel was missing out on work opportunities. Moreover, his business did not have a Google Business Profile, which is a must-have free resource provided by Google for local SEO success. Without a GBP, Daniel’s ability to display his work, collect reviews, and supply business information to local searchers was severely limited.

Our Strategy

Our team embarked on a comprehensive local SEO strategy custom-planned to Daniel’s business and taking into account the competition in Swindon for plastering services. Our approach included:

Google My Business Optimisation: We created and optimised Daniel’s GMB profile with relevant keywords, and made sure the business information was correct. We also asked Daniel to encourage satisfied customers to leave positive reviews on his profile.

Local Keyword Research: We performed thorough keyword research to detect terms potential clients were using to find plastering services in Swindon. We integrated the keywords into Daniel’s website content to improve search rankings.

On-Page SEO Enhancements: As well as optimising Daniel’s website with local keywords, we improved the site speed, mobile responsiveness, and made it super-straight forward for clients to contact him.

Local Citations: We submitted Daniel’s business to relevant local directories and built high-quality backlinks to increase his domain authority and in turn, his local search visibility.

Customer Reviews: Encouraging satisfied customers to share their positive experiences a Google Business Profile, enhanced Daniel’s reputation, which implies trustworthiness and shows a business deserves a place in local search results.


The Results

The impact of our local SEO strategy was both immediate and profound. Within a month, Daniel’s business experienced a dramatic increase in online visibility, particularly in local search results.

Daniel’s GMB profile began to appear prominently in local search results, increasing his business’s exposure.

The optimised GMB profile, combined with an several very positive customer reviews, led to a marked increase in enquiries. Daniel now receives one to three enquiries every day directly from his GMB profile.

The improved visibility and positive reviews have attracted many local clients, significantly boosting Daniel’s customer base and, consequently, his revenue.

Contact Us

Our partnership with Daniel shows how a targeted local SEO strategy can work for a business of any size. Whether you are a sole contractor like Daniel, or have a medium size business with multiple employees, we can help grow your revenue with our local SEO services.

By focusing on local search optimisation, customer engagement, and the power of positive reviews, we can grow your presence for local searches, leading to increased enquiries and business growth.

This case study exemplifies our agency’s commitment to taking advantage of local SEO to help small businesses thrive in competitive markets.

Contact us today for a free consultation and audit and take the first step to becoming the go-to business in your town.