01 — Overview
Pooja Mehta operates a multi-location service business. The business depended heavily on location-based organic search and Google Maps for customer enquiries, but performance was inconsistent, generating only around 15 qualified enquiries a month before our engagement.
The engagement built a unified local SEO system across branches: consistent Google Business Profiles, dedicated location landing pages, systematic review capture, and structured local citations.
- Client
- Pooja Mehta
- Industry
- Local Services
- Model
- Location-based local service business
- Scope
- Google Business Profiles, location pages, reviews, local citations, tracking
- Timeframe
- 2025
02 — The Problem
Branches had fragmented profiles created at different times with slight variations in business name and categories. The website lacked dedicated location pages for each service area, leaving location-specific search queries without relevant landing pages.
Review acquisition was ad-hoc rather than process-driven, suppressing local pack visibility in high-density competitive areas.
03 — Initial Analysis
I audited every Business Profile against a unified checklist covering NAP consistency, categories, address formats, photo assets, and page links. Query research confirmed significant location-intent search volume across target neighborhoods that was being lost to competitors.
04 — SEO Strategy
The strategy followed my local SEO framework: consolidate NAP data, build high-utility branch location pages with LocalBusiness schema, and institute a repeatable review capture process.
- Master NAP data
- Profile consolidation
- Location page templates
- Review capture engine
- Track qualified enquiries
05 — Implementation
Data and profile consolidation
Cleaned up profile categories, corrected name and address formatting, and updated photos across all service areas.
Location page deployment
Built dedicated, unique location landing pages with clear landmarks, service details, FAQs, and LocalBusiness schema.
Review acquisition workflow
Implemented direct customer review links and automated follow-ups to steadily build review velocity.
Conversion tracking
Set up phone call and form enquiry tracking per branch to measure business leads directly.
06 — Results
Verified outcomes achieved for Pooja Mehta's local business:
Profile fixes and review velocity yielded steady gains, scaling monthly customer enquiries from 15 to over 70 qualified enquiries per month.
07 — What Didn't Work
The initial location page drafts relied on short questionnaires that lacked sufficient local depth. We expanded the templates to include neighbourhood-specific context, driving directions, and localized service guarantees.
Two branches in a dense metro hub were close enough that Google treated them as competing for the same area, and both suffered. We differentiated their categories and services based on what each branch actually specialised in, which resolved the internal overlap.
The review process stalled in a couple of branches where managers initially did not follow up with customers. Introducing simple automated review links and weekly reminders resolved the bottleneck.
08 — Lessons
Multi-location local SEO is a data management problem before it is a marketing problem. The master data sheet was the least glamorous deliverable and the one everything else depended on.
Systems only run if the people at each branch can run them. Every process had to be reduced to something a busy manager would actually do, and the ones that were not got dropped within weeks.
Indian cities differ in how people search, which language they use and which directories matter. A template is a starting point; the local layer has to be real, as the city-level service pages on this site reflect.
09 — Key Takeaways
Fix the data first
One source of truth for every branch, before any profile, page or link work begins.
One page per branch, genuinely local
Template the structure, not the content. Thin location pages are worse than none.
Make reviews a process
Review velocity is a management problem. Give branches a method they will use.
Report per branch
Aggregate numbers hide the branches that are failing. Head office needs to see each one.
The local SEO guide explains each component in depth, and the local SEO service page describes how I run this for businesses with multiple locations.