Increase Revenue with Speed Optimization [Local SEO Case Study]

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The author's views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

Last year, I pitched a series of technical SEO topics for local SEO on twitter and got lots of positive feedback.

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One of these elements of technical SEO that can feel extremely daunting and unfamiliar to local SEOs is speed optimization.

There are some key scenarios when local SEOs should seriously consider speed optimization, even for a small local client. After all, these clients are still impacted by the issues that come along with having a slower website — such as higher bounce rates, lower conversions, and worst of all, a poor user experience.

There are also plenty of instances where speed optimization is a practical next step in your SEO strategy. If your client has great content, great links, but low engagement or rankings, speed issues may be the culprit.

This case study is about a client just like that. The only service my team at RicketyRoo[1] provided during the length of the case study was speed optimization, and we saw some impressive results. In this post, I’ll share our experience, and hopefully this inspires you to take on some speed issues you’ve been nervous to address.

The client

The client is a multi-location residential cleaning franchise with over 40 locations across the United States. The website consists of approximately 580 pages, with a landing page for each location.

Our client’s goal is pretty simple: take a bigger piece of the pie from the larger nationwide home cleaning franchises. Our technical audit showed that the site was very slow, so site speed is where we started.

Our methodology

1. Set up staging environment with WPEngine

Whether you’re using tools and plugins or

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