Brooms Over Broom 
SEO Case Study

Performance Period:

April 1st - June 25th, 2026 vs Prior Periods

About Brooms Over Broome

Brooms Over Broome, a trusted family-owned cleaning company founded in 1994, achieved remarkable organic growth in Q2 2026 through a comprehensive, data-driven SEO strategy. By combining technical SEO work, on-page optimization, local search strategies, and authority-building PR/citation work, the business saw double-digit gains in traffic, steady growth in local visibility, and a 45% increase in phone calls — translating directly into more jobs for their team.

Key Performance Highlights

Metric Current Period Previous Period Change
Organic Search Users  659  584  ↑ 12.84%
New Users (Organic)  636  572  ↑ 11.19%
Returning Users (Organic)  135  100  ↑ 35%
Phone Calls  213 147  ↑ 45%
Google Search Views  1,678  ~1,410 (est.)  ↑ 19%
Google Maps Views 372  ~209 (est.)  ↑ 78%
GSC Total Clicks (3mo)  745  ~473  ↑ ~57%

With a dedicated team of 24 professionals ready to deliver exceptional service, these results mean more families and businesses in Endicott and beyond are experiencing the Brooms Over Broome difference.

Client Background

Brooms Over Broome was founded in 1994 in Endicott, New York by Debbie Godbay and a best friend with nothing more than a newspaper ad and determination. When her partner stepped away, Debbie carried the business forward alone. Friends and family helped until it was time to hire the first employees. About ten years ago, her daughter-in-law joined, helping transform the small one-woman operation into the organized, professional team of 24 that serves the community today. 

Core Values: Trust • Commitment • Productivity • Respect • Quality — These principles guide every decision, shaping company culture, service delivery, and leadership. 

Services Offered: 

• House Cleaning (recurring & one-time) 

• Commercial / Office Cleaning 

• Window Washing Services 

• Deep Cleaning Services 

• Move-In / Move-Out Cleaning 

• Specialized Cleaning Solutions


SEO Strategy Implemented

A holistic, full-funnel SEO approach was executed across on-page, technical, local, and authority-building pillars. All work adhered to white-hat best practices with full transparency.

Website Optimizations & Management 

• Full A–Z on-page optimization across all pages • Custom-written title tags, meta descriptions 

• Optimized H1 & H2 structure 

• Internal linking improvements 

• Site architecture refinements 

• Content updates for relevance & freshness

 

Technical SEO 

• Monthly full technical SEO audits & fixes 

• Custom Schema.org structured data (LocalBusiness) • 404 monitoring, redirect management 

• Site health tracking & Core Web Vitals focus

Local SEO & GBP Management 

• GBP profile optimization & photo uploads 

• Review acquisition & reputation strategy 

• Geo-relevant citation building 

• Service area & category optimization 


Content & Authority 

• Custom Press Release per month (syndicated) • High-authority link acquisition 

• Monthly rank tracking & reporting 

• Ongoing keyword opportunity analysis

Technical Highlight: Structured Data Implementation

Full LocalBusiness schema was implemented including name, address (Endicott, NY), geo coordinates, telephone, opening hours (Mon-Fri 8am-4pm), sameAs links to Facebook & Instagram, and service offerings. This enhances eligibility for rich results in local search and Google Maps.

Measureable Results

Organic Search Traffic Growth 

Organic search delivered strong gains across all user segments. Most notably, returning users increased 35%, indicating improved brand recall and site experience from returning visitors who had previously engaged with optimized content or local listings.

Lead Generation: Phone Calls ↑45% 

The most direct business impact metric — phone calls increased 45% (213 vs 147). For a service business like Brooms Over Broome, phone calls are the primary conversion path. This growth reflects stronger local intent capture through optimized GBP, Maps visibility, and high-ranking service pages that answer searcher queries at the moment of need.

Local Visibility: Google Search & Maps Views

Local pack and Maps visibility saw exceptional gains. Google Maps views surged 78% while Search views rose 19%. This is a direct result of GBP optimization, review velocity/quality management (currently 4.8 stars from 256 reviews), citation consistency, and on-site local signals reinforced by schema and optimized service pages.

Keyword Rankings & Top Pages

Targeted local keywords achieved and maintained top positions, with several core terms reaching #1 rankings during the period. Rank improvements and "life" (days in position) demonstrate sustained visibility rather than temporary spikes. Here is just a sample of the critical keywords that improved:

Top Pages Driving Traffic (Last 3 Months vs Same Period Last Year) 

Homepage traffic grew significantly. Critically, newly optimized service pages (Window Washing, Deep Cleaning, Recurring Cleaning) that previously generated 0 clicks now deliver qualified traffic — proving the on-page optimization strategy successfully captured commercial intent.

Google Search Console Performance (Last 3 Months vs Prior 3 months)

Overall search performance shows healthy growth in both clicks and impressions, indicating expanded visibility across a broader set of queries while improving click-through rates on high-intent terms. This is comparing both last 3 months vs previous 3 months (and year-over-year during same timeframe)

Technical Health & Authority Building

Site Health Score: 98/100 — Excellent

Referring Domains Growth (Authority Signal)

Steady growth in referring domains (from ~226 in late May to 320+ by late June) demonstrates successful authority building through monthly PR syndication to high-authority sites and strategic citation development. This strengthens domain authority and supports ranking improvements for competitive local terms.

Local Trust Signals: Google Business Optimizations

The Google Business Profile (GBP) maintains a strong 4.8-star rating from 256 reviews, a powerful trust signal that influences both ranking and conversion. Combined with complete LocalBusiness schema (address, geo, hours, social profiles), the business is well-positioned for maximum local pack visibility and rich result eligibility.

Our local GBP optimizations included, and were not limited to:

  • GBP profile optimization & photo uploads 

  • Review acquisition & reputation strategy 

  • Geo-relevant citation building 

  • Service area & category optimization 

  • Recurring GBP posts to improve website clicks to core service pages on the site.

Consistent monthly technical audits and rapid issue remediation resulted in a near-perfect health score. This reflects clean internal linking, minimal errors, fast load times, and proper implementation of structured data — all foundational for sustainable ranking gains.

Conclusion

The 2026 SEO campaign for Brooms Over Broome highlighted in this case study delivered measurable, business-critical results: stronger organic traffic, dramatically improved local visibility, new service page traction, and most noticeably — a 45% increase in phone leads. These outcomes validate the full-funnel approach combining technical precision, on-page optimizations, local strategies, and consistent authority building.

Why It Worked 

• Service page optimization captured commercial intent that previously went to competitors. 

• Technical health (98) and schema created a crawlable, rich-result-ready foundation. 

• GBP + review strategy drove the 78% Maps views increase and conversion-ready traffic. 

• Monthly PRs & citations built referring domain authority supporting sustained rankings. 

• Data transparency allowed rapid iteration on what was working (e.g., new pages gaining clicks).

Business Impact: With a skilled team of 24 professionals and a proven process built on trust and quality since 1994, Brooms Over Broome is now better positioned than ever to serve more homes and businesses in Endicott and beyond The SEO foundation established scalable, sustainable growth for years to come.

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