Campaign Overview:

Brick Pointing NYC is a masonry company in New York, serving the industry for over two decades with dynamic solutions that boast of craftsmanship excellence and superior sustainability. Our client delivers comprehensive services on masonry requirements, including repair, restoration, replacement, and building violation removal. From parapets to stucco remediation, the company provides both residential and commercial clients with premium services.

Challenges:

The client wanted to establish its prominence in the local market to capture the highest quality leads and connect to the US target audience. Despite being a recognized construction company, it failed to make an impact on the niche market and acquire online dominance. As a result, they significantly lacked lead generation, followed by a low conversion rate. Hence, the ROI was running at a loss!

When they approached us at Black Marlin Technologies, the client particularly reflected on appearing in the local searches and maximizing sales. They wanted to secure a prominent presence in the local market and gain a competitive edge. Through a website audit, we concluded the following issues:

• Local Keywords– The website was not optimized for local search. They did not target the local keywords, which are essential to grab a spot in local organic search.
• Localized Content– None of the web pages had local intent content! The landing pages were also not optimized properly. Evidently, the website could not rank in the local search results and attract leads.
• Lack of Citations– Citations help establish a company’s authenticity and trustworthiness. Since there was no online mention of the company’s name, phone number, or address in local directories, local search visibility was poor.
• Mobile Responsiveness– Another significant area of concern was that the website was not mobile-friendly. Most local searches are performed on a mobile device. Hence, mobile responsiveness considerably affected user experience and online visibility.

Therefore, local SEO and managing reviews were the principal areas we had to focus on.

Solution:

For our client Brick Pointing NYC, local online visibility and driving qualified leads were the fundamental objectives. Being a reputed digital marketing company, at Black Marlin Technologies, we knew exactly what to emphasize. To enhance the local search ranking and establish niche authority, we employed the following tactics:

● Content Optimization

Our experts optimized web page content using local keywords and focusing on local interests. We created well-structured, high-quality content to promote across various channels and foster niche expertise.

● Local SEO

To appear in local search results, our experts created localized landing pages, used schema markup, and optimized mobile friendliness. It ensured improved search result rankings and online visibility.

● GMB Optimization

Google My Business (GMB) profile is the digital business card of any individual or company. A well-optimized GMB profile aids in appearing in the Google 3 pack, which undoubtedly fetches qualified leads and generates sales. Thus, our experts optimized the GMB profile of the client by including a description, name, address, phone number, and images. This assured better local rankings and lead generation.

● Encourage Reviews

To build a positive online reputation and foster trustworthiness, we encouraged reviews on Google, social media, and other channels. It naturally helped convert leads to paying customers.

The Result:

Google Webmaster Tool Report

Google Rankings Report