TLDR
- Quarterly six-move playbook to win page-one B2B leads with clear steps and metrics you can own in a 3-month cycle.
- Local SEO quick wins: fix NAP, publish 6–12 hyper-local pages (neighborhood + job type in URLs) and add LocalBusiness/FAQ/Review schema to lift CTR ~10%.
- Weekly GMB posts with before/after job tags to build trust and drive leads ~+15% with consistent CTAs and tracking.
- Launch a focused B2B landing page with logos and JSON-LD to boost demos ~+20%.
- Map local SERP intent to reduce cannibalization and gain ~+5 ranks on priority terms.
- Seasonal pages tested with heatmaps and Bayesian A/B tests for ~+12% conversions; SMS-driven review capture to boost reviews ~+30%.
Quarterly playbook summary
The team reads a short plan. It shows six high-impact moves. Each move links to a clear step and a metric. The plan aims to win more page-one B2B leads in one quarter.
Local URL structure and NAP consistency — quick wins for CTR
The team makes neighborhood pages with job type in the URL. They keep name, address, phone the same everywhere. Small fixes lift click-through rate by ~10% in months.
- NAP
- Consistent Name, Address, Phone across the site and listings.
- Hyper-local pages
- Pages with neighborhood + job-type in the path (example: service-area/job-type). These match local search phrases.
- Structured schema
- Service, product, FAQ, and review schema including priceRange and geoCoordinates to signal local intent.
Implementation checklist (click to expand)
- Audit all directory listings and citations for exact NAP text.
- Create 6–12 hyper-local pages prioritized by nearby demand.
- Embed LocalBusiness and Product schema with priceRange and geoCoordinates on each page.
- Use clear H1s that match search intent: neighborhood + job phrase.
- Track CTR by URL in analytics to verify the expected ~10% lift.
| Action | Where to apply | Expected uplift |
|---|---|---|
| Neighbourhood + job-type pages | Public site: service area section | ~+10% CTR |
| NAP audit and fixes | All citations and footer | Reduces lost clicks |
| Service+Product+FAQ+Review schema | Service and product pages | Improves rich snippet chance |
| Fix title intent and cannibalization | Site titles and SERP map | +5 ranks (see intent map) |
| Notes: Include priceRange & geoCoordinates for local signals. Search for keywords like "service area page" and "local schema" to find implementation guides. | ||
Weekly GMB before/after posts by job tag to increase leads
The team posts weekly photos. Each post shows a short before and after by job tag. This drives trust and leads. Expect ~+15% lead increase from steady activity.
Weekly post workflow
- Pick job tag (filter by value: high-ticket jobs first).
- Post one before photo, one after photo, 30–60 words, one call to action.
- Use consistent hashtags and job-tag text to surface in local searches.
- Track leads from local post views and phone clicks weekly.
The team keeps the posts short. Photos show clear repair or install change. Short captions explain value for businesses.
Add a B2B landing page and JSON‑LD to move demos up
A focused B2B page with clear steps and three partner or brand logos raises demo requests. Add JSON‑LD for Business, LocalBusiness, and HowTo. The team expects ~+20% more demos from this content and structured data.
Essential page elements
- Clear headline that states the service and who it helps.
- Short bullets for process, timeline, and proof points.
- Three logos (partners, certifications, or client badges) near the top to signal trust.
- How-to steps for a common B2B task and embedded HowTo JSON‑LD to power rich results.
- Prominent demo request form or click-to-call with tracking UTM.
- JSON-LD types
- Business, LocalBusiness, HowTo. Each declares key fields: name, address, geo coordinates, priceRange, openingHours, and step items for HowTo.
- Trust logos
- Three compact logos placed near the call to action to raise perceived credibility and demo conversions.
Local SERP gap map and intent mapping to lift ranks
The team maps each page to search intent. This fixes title collisions and content cannibalization. The result: about +5 ranks on priority terms.
Simple intent map steps
- List target keywords and sort by intent: informational, commercial, transactional.
- Assign one primary URL per keyword cluster.
- Rewrite titles and H1s to match intent (match searcher goal).
- Remove or merge conflicting pages to stop cannibalization.
- Measure rank shifts weekly for the top 20 terms.
| Keyword intent | Action | Metric to track |
|---|---|---|
| Transactional (book demo) | Dedicated B2B landing page | Rank + leads |
| Commercial (compare services) | Service vs product comparison page | CTR and time on page |
| Informational (how-to) | HowTo content with JSON-LD | Search impressions |
| Local (neighborhood query) | Hyper-local page with geo schema | Local pack visibility |
| Considerations: fix title intent, use canonical tags for merged content, and prioritize pages tied to high-value keywords. | ||
Heatmap-driven Bayesian A/B tests for seasonal revivals
Seasonal pages get heatmap changes and two landing variants. The team runs short Bayesian tests. Expect ~+12% conversion lift on winning variants.
Progress shows current test phase. Higher value means more confidence in a winner.
Test recipe
- Use heatmaps to find dead zones and high-attention areas.
- Create variant A (clear CTA top) and variant B (visual proof top).
- Run Bayesian A/B for shorter windows and to support quick decisions.
- Promote the winner for the season and iterate for next quarter.
SMS-first review capture and structured quotes to boost reviews
Send a short SMS after service asking for a one-line review. Push the quoted text into page structured data. Teams see ~+30% more reviews with an SMS-first flow.
The meter compares current review capture rate versus target.
SMS capture sequence
- Send SMS within 24 hours of job completion.
- Message: thanks, quick one-line review link, offer help for any issues.
- Collect short quote and reviewer name.
- Show the quote on the site and include it in Review structured data to surface in search.
Quarterly action plan (simple checklist)
| Week | Main task | Outcome target |
|---|---|---|
| Week 1 | Run NAP and citation fixes | Consistent contact info across listings |
| Week 2 | Create 4 hyper-local pages | Local URL coverage |
| Week 3 | Publish B2B landing page with three logos and JSON-LD | +20% demo requests |
| Week 4–12 | Weekly GMB posts; run heatmap A/B tests | +15% leads; +12% conv |
| Tip: measure every step. Use CTR, leads, demos, ranks, conversion, and reviews as primary KPIs. | ||
How to get page-one leads fast: focus on local URLs, weekly GMB posts, and a B2B demo page with JSON‑LD.
Local SEO, NAP consistency, hyper-local pages, neighborhood + job-type pages, geoCoordinates, priceRange, LocalBusiness schema, Service schema, Product schema, FAQ schema, Review schema, HowTo schema, JSON-LD, B2B landing page, demo requests, trust logos, local intent mapping, intent map, title/H1 alignment to intent, local keyword optimization, service-area pages, neighborhood keywords, local pack visibility, canonicalization, cannibalization fixes, CTR lift, leads, demos, weekly GMB posts, before-and-after photos, job tag storytelling, testimonials, SMS-driven reviews, quotes in structured data, Bayesian A/B testing, heatmap-driven tests, seasonal revivals, local URL structure, review signals, structured data blocks