If I only have a website without a GMB, so a typical lead gen site, would the site structure follow the same process as for local just without mirroring the categories and services of the GMB? Would you do anything different to rank the site?

I still struggle with picking the best categories for one of my clients. It's a house cleaning service company that also does some commercial cleaning. For the primary category I picked house cleaning service and put all relevant services directly under the homepage. That was easy. But there isn't a commercial cleaning category. I can only choose between cleaning service and cleaners which, for me, are basically broader versions of house cleaning service. What would you recommend in this case?

Here’s how my agency recently helped a plumber in Plano, TX go from obscurity to first-page rankings: The Challenge - Client: Plumber in Plano, TX - Starting point: Underperforming website and Google Business Profile - Initial average position: 17.55 (September 2023) - Goal: Rank the Google Business Profile or their money back. The Strategy We made a critical pivot that let us into this competitive niche -- instead of targeting "plumber plano," we focused on "water heater replacement plano." Why? Water heater replacement is: 1. High profit margin for the plumber 2. Not optional for customers 3. Relatively fast installation Each job was worth nearly $1,000 in profit to our client. The Results - In just 4 months, we improved the average position from 17.55 (nearly third page) to 1.3 - 272 new first-time callers from January to early May 2024 (6-minute average call duration) - Over $50,000 estimated profit generated in 4 months: (20% avg. conversion rate) The Process 4. Built a brand new 27-page website using GoHighLevel 40,000 words of AI-generated, human-edited content Over 100 unique AI-generated images Focused internal linking structure 5. Content Strategy Homepage targeting "water heater replacement plano" 18 supporting articles about water heater replacement (35,000 words) 3 articles about Plano, TX (5,000 words) Topics based on "People Also Ask" from Google search 6. Link Building and Trust Signals 31 total links (1 to each article, 5 to homepage) from icecreamtruck shop Citations, press release, social signals, and blog comment links from icecreamtruck shop The Investment - Total cost (including website development and links): ~$2,000 - ROI: $50,000 profit for the plumber We generated over 50K in profit for this plumber in FOUR MONTHS. This case study proves that with the right strategy, even a brand-new domain can achieve significant results in local SEO within a few months. Whether you're a business owner or an agency, this approach can yield impressive returns.

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I have a friend that I want to help optimizing her website/GMB. Problem is, she is in a very obscure niche which is a subniche of a GMB category. Her primary (and only) category is counselor which is very broad. But she only takes care of people who have problems receiving a child and closely related services. How would I structure her website? My initial feeling is that I optimize the homepage for her main service and create additional service pages for her other services. Or should I optimize the homepage for the primary category in relation to her specific service? And then create service pages as per the training?