This cleaning services SEO case study shows a Melbourne cleaning business reaching 21,469 monthly Google Business Profile views, 8,306 monthly searches and 919 customer interactions in five months of local SEO.
Cleaning is a busy local niche, and the local pack has only three spots.
I’m Nazirul Islam Nakib, an SEO specialist. Here is what I did.
Project snapshot
- Industry: cleaning services
- Location: Melbourne, Australia
- SEO type: local SEO and Google Business Profile optimisation
- Timeline: April to August 2026, 5 months and ongoing
Visibility
| Metric | Result |
|---|---|
| Monthly profile views | 21,469 |
| Monthly searches showing the profile | 8,306 |
| Google Search, mobile | 16,824 (78%) |
| Google Maps, mobile | 3,422 (16%) |
| Google Search, desktop | 1,050 (5%) |
| Google Maps, desktop | 173 (1%) |
Top search terms
| Rank | Impressions |
|---|---|
| #1 search term | 5,613 |
| #2 search term | 620 |
| #3 search term | 576 |
| #4 search term | 546 |
| #5 search term | 426 |
The top term alone drove 5,613 impressions. About 94% of discovery is on mobile.
Customer actions (April to August 2026)
| Action | Total (5 months) |
|---|---|
| Total interactions | 919 |
| Direction requests | 396 |
| Website clicks | 301 |
| Calls | 131 |
| Chat clicks | 91 |
Directions
396 direction requests, rising from about 80 in April to about 100 in August. For a service that travels to the customer, this shows people checking where the business is based before they book.
Calls
131 calls in total. Monthly calls grew about 52%, from around 25 in April to 38 in August.
Chat clicks
91 chat clicks. The channel went live in April and reached about 38 a month by August, a new low-effort way to reach the business.
Website clicks
301 website clicks, running at 55 to 70 a month. These are people who wanted more detail before booking.
What I did
Audited and rebuilt the profile
I wrote the description around real Melbourne search terms. I set the right categories, listed every cleaning service and added matching attributes.
Added photos and content
Regular photos of real jobs, before-and-after shots and the team kept the profile active.
Built a review process
Genuine reviews came from a repeatable post-service process. For a trust-based service, reviews matter a lot. See review management.
Used posts and Q&A
Regular posts kept the profile fresh. I tuned Q&A to the questions residents ask before booking.
Tracked and refined
Weekly tracking and monthly refinements drove the upward trend in every metric.
What I learned
- Local SEO compounds when done continuously.
- Reviews and fresh content strengthen trust over time.
- New channels like chat add contact options beyond calls.
These results are from one business and are not a promise.
Frequently asked questions
How long does cleaning company SEO take?
This project showed steady growth over five months of ongoing work.
Do reviews matter for cleaners?
Yes. People hire cleaners based on trust, so reviews strongly affect conversion.
Is mobile important here?
Very. Around 94% of discovery came from mobile.
See my Google Business Profile and local SEO services, the case study library or contact me.
