How Strategic GBP and On-Page SEO Optimization Transformed Local Visibility
Strategic optimization of Google Business Profiles and on-page SEO elevated the business’s Share of Local Voice from 49% to 88% in Phoenix, AZ, dramatically improving local search visibility and customer engagement.
TIME FRAME
4 Months
SERVICES
SEO / Local SEO / Technical SEO / CRM Data Integration / Web Development Services
THE CHALLENGE
Genesis Family Law came to Rocket Clicks with an SEO challenge in Pheonix, AZ. Genesis Family Law is a multi-location business operating in Phoenix, AZ, sought to increase its visibility across the local market. The primary focus was improving the business’s Share of Local Voice (SoLV) in various subsections of the city, measured through rankings in Google Maps for core “lawyer” terms. Prior to optimization, the business struggled to gain prominent visibility, resulting in lower lead volumes.
Before implementing the local SEO strategy, the site faced the following issues:
- Low Share of Local Voice: As of August 2024, the business had a SoLV of only 49%, indicating low visibility in the majority of target areas.
- Weak On-Page SEO for Location Pages: Generic and outdated content, minimal use of local keywords, and poor technical SEO reduced organic rankings.
- Competitive Market: Phoenix is a dense and competitive market, with established local businesses dominating rankings.
UNLOCKING BUSINESS GROWTH
Accurate and Consistent Information: Verified and updated Name, Address, and Phone Number (NAP) details across all profiles. Ensured alignment with website information and citation platforms. Improved GBP Content: Enhanced profiles with engaging, keyword-rich descriptions highlighting each location's unique offerings.
Localized Keyword Targeting: Identified high-volume, location-specific keywords and integrated them into meta titles, meta descriptions, headers, and body content. Unique Location Pages: Created unique content for each location page, tailored to the specific services and needs of the area. Technical SEO: Improved page load times, optimized mobile responsiveness, and added structured data (schema markup) to enhance search engine understanding of each page.
THE IMPACT
Before Optimization: August 2024 (49% SoLV)
The first graphic illustrates low visibility across the majority of Phoenix’s subsections. Only 49% of local search queries ranked in the top three positions. Many subsections showed rankings of 10 or worse, with highly competitive zones struggling to gain traction (indicated by orange and red areas).
After Optimization: November 2024 (88% SoLV)
The second graphic demonstrates a remarkable transformation, with an SoLV of 88%. Most subsections are dominated by rankings of 1-3 (green circles), with minimal yellow or orange zones. Previously weak areas improved significantly, reflecting the success of the implemented strategies.
This change increased lead volume and when combined with changes made to the Paid Search account we were able to help Genesis hit a all-time best October monthly run rate in 2024.
