As an online marketing firm with decades of experience, we recognize that longevity alone does not guarantee visibility in saturated metropolitan markets. This case study examines how a multi-state company, providing appliance repair in Atlanta and across 13 states since 2007, successfully scaled its digital footprint.
By aligning local SEO, Google Business Profile (GBP) optimization, and strategic content, we moved the client away from a heavy reliance on paid lead platforms toward sustainable, high-authority organic growth.
Client Overview
Client Type: Large Appliance Repair Company (Name Withheld)
Years in Business: Established August 2007
Service Coverage: 13 U.S. states
Primary Focus Market: Atlanta metropolitan area
Core Services: Refrigerator, washer, dryer, oven, stove, garbage disposal and dishwasher repair
This case study outlines how we helped a long-established, multi-state appliance repair company increase traffic, conversions, and local visibility in Atlanta through a coordinated strategy using SEO, Google Business Profile optimization, press releases, social media, and PPC support.
The Challenge: Capturing Appliance Repair in Atlanta Searchers
Despite serving customers for over 17 years, the company faced significant hurdles in the Georgia market:
- Underperforming Local Visibility: The brand struggled to stand out in the highly competitive Atlanta metro area.
- Diluted SEO Efforts: Organic traffic was spread too thin across multiple service areas rather than being concentrated on high-value local intent.
- Inconsistent GBP Performance: The Google Business Profile was not consistently appearing in local map packs.
- Reliance on Paid Leads: The business was overly dependent on third-party lead platforms, which impacted long-term profitability.
The objective was clear: generate High-Intent Appliance Repair Traffic in Atlanta, GA, through a diversified and defensible marketing strategy.
Strategy Overview
Our strategy focused on layering multiple traffic channels, each reinforcing the others:
- Atlanta-focused local SEO
- Press releases for authority and backlinks
- Educational content for expertise
- Social media for amplification and trust
- PPC as a conversion-support channel
This ensured growth was diversified, defensible, and scalable.
Atlanta Marketing Strategy Breakdown
1. Atlanta-Focused Local SEO (Experience + Relevance)
- Optimized Atlanta-specific service pages
- Refined Google Business Profile service areas and categories
- Improved internal linking to Atlanta pages
- Added geo-relevant content and imagery
This strategy established a strong local SEO foundation with a lot of the focus targeting appliance repair in Atlanta keywords of their different services like refrigerator repair Atlanta, dishwasher repair Atlanta and so on.
In addition, it included a series of articles about the Appliance Repair Industry in the Atlanta. The main focus of these articles were:
- Appliance Repair Review in Atlanta
- Appliance Repair DIY Articles
- Getting local handyman to post about the company
2. Press Releases for Authority & Backlinks (Authoritativeness)
Press releases were used strategically to reinforce legitimacy and authority:
- Highlighted longevity (operating since August 2007)
- Published seasonal appliance repair advisories
- Reinforced regional service credibility
SEO Impact:
- Earned authoritative backlinks
- Strengthened trust signals for Atlanta pages
- Supported ranking improvements in competitive queries
3. Content Marketing for Local Expertise
Educational content targeted Atlanta homeowners, including:
- Appliance issues caused by Georgia heat and humidity
- Problems common in older Atlanta homes
- Repair vs. replacement guidance
This content supported organic search, press coverage, and social sharing.
4. Optimizing Existing Content for EEAT & AI Search Visibility
A key opportunity came from existing blog posts and service pages that were already ranking just outside page one.
We identified pages ranking in positions #8–#20 with consistent impressions and improved them rather than publishing unnecessary new content.
Enhancements focused on:
- Experience: Adding real repair scenarios and Atlanta-specific examples
- Expertise: Expanding technical explanations and troubleshooting clarity
- Authoritativeness: Strengthening internal links and reinforcing longevity
- Trustworthiness: Updating outdated information and clarifying expectations
Content was also refined for AI-powered search visibility, using clear question-based headings and concise answer sections.
Technical updates included:
- FAQ, Service, and LocalBusiness schema
- Optimized title tags and meta descriptions
This delivered faster ranking improvements and higher engagement from content the site already owned.
5. Social Media as a Traffic & Trust Multiplier
Social media was used to distribute authority, not chase vanity metrics.
Tactics included:
- Sharing real repair scenarios and technician insights
- Promoting Atlanta-specific blog posts and services
- Amplifying press releases and media mentions
- Posting seasonal appliance care tips
Impact:
- Increased referral traffic
- Higher brand recognition in Atlanta
- Reinforced trust and engagement signals
6. PPC as a Supporting Conversion Channel
Paid search was used strategically to complement organic efforts:
- Focused on high-intent Atlanta keywords
- Aligned ad messaging with SEO landing pages
- Used PPC data to inform SEO and content priorities
This ensured paid traffic reinforced—not replaced—organic growth.
Measured Results in the Atlanta Appliance Repair Market
Performance Improvements
- SEO Traffic & Conversions: ⬆️ 8% increase
- Google Business Profile (GMB/GBP): ⬆️ 25% increase in traffic and engagement
- Overall Website Traffic: ⬆️ 10% increase
- PPC Performance: ⬆️ 14% increase in traffic and conversions
These gains were achieved through incremental, compounding improvements, not short-term tactics – supporting long-term stability and scalability.
Why This Worked (Google E-E-A-T Breakdown)
✔ Experience
Strategy was built using real service data and nearly two decades of operational history.
✔ Expertise
Content and service pages demonstrated deep appliance repair knowledge tailored to Atlanta homes.
✔ Authoritativeness
Press releases and earned backlinks reinforced credibility and trust at scale.
✔ Trustworthiness
Consistent messaging, transparency, and multi-channel presence increased user confidence and conversions.
Frequently Asked Questions (FAQ)
Here are some of the most questions we received from other marketers and companies wanting to use our marketing services that read ahead of time this appliance repair marketing case study.
How did Google Business Profile drive a 25% increase?
Optimizing service areas, posts, photos, and local relevance signals significantly improved visibility and engagement in Atlanta-based searches.
Why combine SEO, press releases, and social media?
Each channel reinforces the others. SEO builds visibility, press releases build authority, and social media amplifies trust and reach.
Is an 8% SEO increase considered strong?
Yes, especially in a competitive metro like Atlanta. Sustained SEO growth at this level compounds over time and supports predictable lead generation.
Why include PPC if SEO is the focus?
PPC provides immediate visibility and conversion data that strengthens long-term SEO and content strategies.
Can this strategy scale to other cities or states?
Absolutely. Once proven in Atlanta, the framework can be replicated across additional markets with localized adjustments.
Final Takeaway
This case study shows that sustainable growth comes from channel alignment and not reliance on a single tactic.
By combining SEO, Google Business Profile optimization, press releases, social media, and PPC, we helped a multi-state appliance repair company achieve measurable traffic and conversion growth in Atlanta while strengthening long-term authority.
Experience built trust.
Authority improved visibility.
Integrated channels drove results.