Revitalizing Local SEO: PuroClean's Journey to Saving 350 Working Hours Annually

PuroClean is an industry-leading franchise system for emergency property damage remediation, headquartered in Florida. The company, which describes itself as ‘the Paramedics of Property Damage,’ specializes in helping families and businesses overcome setbacks caused by water, fire and smoke, mold, biohazards, and other conditions resulting in property damage. Founded in 2001, PuroClean now has over 360 franchise locations across the USA and Canada that provide 24-hour emergency restoration services. The Internet Marketing Manager at PuroClean home office, Karen Vick, is responsible for supporting the marketing efforts of each location and driving the localized face of the brand forward.

PuroClean, a leading franchise system for emergency property damage remediation, faced a significant challenge in managing their Local SEO initiatives across their 360 franchise locations in the USA and Canada. The marketing team struggled to get all franchise locations on the same page and bought into their structured, consistent Local SEO initiatives. Being a small team, they had to commit additional time to overcome this challenge, which led to other key functions of the marketing team being neglected. They identified the need to improve their understanding and management of NAP (Name, Address, Phone number) in relation to local business listings, but lacked the time to address this. The scale and scope of the challenge were largely unknown due to the novelty of Local SEO efforts to the business.

PuroClean turned to BrightLocal's Citation Builder service to address their Local SEO challenges. BrightLocal offered a custom, modern, and results-driven approach that appealed to PuroClean. After meeting with the PuroClean team, BrightLocal began building a bespoke citation package based on where the company’s local data was stored, found, and circulated. This custom list targeted a completely unique online business profile for PuroClean, publishing on platforms that were relevant to the business. The citation service made it easier for PuroClean to onboard new franchise owners and offices, update existing clients, and make changes quickly when franchises exited the system. This solution provided PuroClean with more opportunities to assist franchise owners who were busy serving their communities.

• The implementation of BrightLocal's Citation Builder service has led to significant operational improvements for PuroClean. The company has seen a substantial increase in organic traffic, improved interaction between franchise owners and the marketing team, and reclaimed over 350 working hours annually. These reclaimed hours have allowed PuroClean to refocus its expertise into additional areas of Local SEO to further drive the brand forward. The extra time has also enabled the team to provide additional attention to franchises that need it and take on more franchises, ensuring that everyone has equal opportunities for success.

• 130% increase in organic sessions year on year

• Significant growth in location count

• Saved 29 hours per month, totaling to 350 working hours saved annually