Introduction
Architectural Design Ltd is a long-established architectural design business based in Te Awamutu, Waikato. With more than two decades of trading history, the business has built strong local trust and recognition through consistent delivery of high-quality architectural design work. A key differentiator of Architectural Design Ltd is the use of virtual reality in the design process. This allows clients to experience the project spatially and visually before construction begins, helping reduce uncertainty, improve decision confidence, and streamline design choices. Despite strong real-world experience and established brand recognition in Te Awamutu, Architectural Design Ltd began noticing an increasingly common problem for established service businesses. Competitors were showing more often in Google results and Google Maps for searches where Architectural Design Ltd should have been the most visible option, based on experience, authority, and local presence. That gap between offline authority and online visibility is exactly where modern Local SEO work delivers the most value. DNP Marketing was engaged to strengthen Architectural Design Ltd's local search presence, re-establish clear dominance in the home market of Te Awamutu, and expand visibility south of Te Awamutu into Otorohanga, Te Kuiti, and Kawhia. Additional expansion targets included Raglan and Cambridge.
Important Constraint
A new SEO-friendly website was still being designed and built. Because of that, the first quarter of SEO work was intentionally limited to Local SEO activities inside Google itself, specifically through Google Business Profile optimisation. This case study documents the first-quarter results achieved through GBP optimisation alone, including improved visibility, stronger local rankings, expanding geographic reach, and measurable increases in engagement.
The Challenge
When Architectural Design Ltd approached DNP Marketing, the business was not starting from zero. It had a long history, a strong reputation, and a proven service offering. However, Google's local search environment had shifted. In many local service industries, the first point of contact is no longer a website. It is Google Maps and the local map pack. Users searching 'architectural designer near me', 'architectural design Te Awamutu', or 'custom home design' are often shown the map pack before traditional organic listings. Many users also engage directly from the Google Business Profile, calling or requesting directions without ever visiting a website. Architectural Design Ltd identified a clear risk: losing market share in Google's local results to other businesses who were improving their digital presence. At the beginning of the campaign, several issues were present: Under-utilised Google Business Profile - the profile was not fully built out with key areas such as services, products, Q&A, and posting activity underdeveloped. Growing local competition in Te Awamutu - a main competitor had started showing up more often in local results. Expansion goal south of Te Awamutu into Otorohanga, Te Kuiti, and Kawhia. Broader reach goals in Raglan and Cambridge. Website not ready for on-site SEO because the new website was still in development.
The Strategy (GBP-First Local SEO)
Because the website was not yet in play, DNP Marketing focused on creating the strongest possible local presence inside Google through structured, consistent optimisation of the Google Business Profile. The strategy focused on four pillars: Relevance - ensuring Google understands exactly what Architectural Design Ltd offers. Authority - increasing trust and strengthening competitive position against other providers. Engagement - improving actions such as profile clicks, website visits, and calls. Geographic Reach - expanding visibility beyond Te Awamutu into target towns. Key GBP optimisation work completed included: Services Optimisation - expanded and optimised the services section to reflect a broader, more accurate set of offerings. Products Section Added and Built Out - added structured offerings to improve keyword coverage. Questions and Answers Added - populated with common client questions and strong answers. Photo Content Added - new photos were added to strengthen visual credibility. Posting Strategy: 3 Posts Per Week - consistent posting frequency to send freshness signals. Profile Updated and Refined - ensured completeness, consistency, and improved conversion readiness.
Results: Organic Search Visibility
Even though the focus was the Google Business Profile and no website work occurred, Google Search Console still provides valuable signals about brand visibility. Over the last 28 days: The website received 8 clicks and appeared in search results 829 times. Impressions were up 13% compared to the previous period. Click-through rate was approximately 1%. Quarter view (past 3 months): 39 clicks total, 2,300 impressions, Average ranking position: 6.4 (generally page one). Lower click-through is expected at this stage because the current website is not optimised, and Google Business Profile work often increases visibility first, before click behaviour becomes consistent.
Results: Core Local Market Dominance in Te Awamutu
The strongest results were achieved in Te Awamutu, which is the primary market for Architectural Design Ltd. For 'Residential Architectural Designer Te Awamutu': Average Rank Position 1.05, Share of Local Voice 100%. This means Architectural Design Ltd was effectively the top result across the entire tracking area for this search. For 'Architectural Designers Te Awamutu': Average Rank Position 1.05, Share of Local Voice 98.21%. This indicates strong stability and control of the home market, which is strategically important because it protects the core revenue base while expansion work occurs.
Results: Geographic Expansion into Te Kuiti, Otorohanga, and Beyond
For 'Residential Architectural Designer Te Kuiti': Average Rank Position 1.50, Share of Local Voice 94.64%. This is an outstanding outcome in a neighbouring town, especially given that proximity plays a heavier role outside the home base. For 'House Design Te Kuiti': Average Rank Position 4.32, Share of Local Voice 53.57%. This is meaningful because it signals expansion into non-branded, high-intent searches. For 'Residential Architect Otorohanga': Average Rank Position 4.53, Share of Local Voice 14.29%. This is exactly the pattern expected for distance-influenced areas early in a GBP-first campaign and is likely to strengthen further once the website and broader SEO foundations are added.
Results: Broader Regional Visibility (Waikato-Wide Searches)
Broad regional terms are naturally more competitive. For 'Architectural Designer Waikato': Average Rank Position 3.18, Share of Local Voice 73.21%. This is a strong result for a broad regional query and indicates that Architectural Design Ltd is increasingly being recognised as relevant across Waikato. For 'Residential Architect Waikato': Average Rank Position 5.02, Share of Local Voice 55.36%. Results improved, with rankings lifting significantly toward quarter end. For 'Architectural Design Kawhia': Average Rank Position 3.18, Share of Local Voice 73.21%. Improving visibility in Kawhia through GBP work alone indicates authority expansion beyond the core market.
Results: Near Me and High-Intent Searches
High-intent searches such as 'near me' terms are often where leads come from. They are also among the most competitive because they combine proximity bias, competition density, and user behaviour signals. For Cambridge 'Near Me' Equivalent Searches: Average Rank Position 4.39, Share of Local Voice 62.50%. The outer edges remain variable, which is normal for distance-based searches.
Engagement Outcomes: Calls and Website Clicks (Year-on-Year)
These are particularly persuasive results because they translate visibility into action. From GBP Performance Stats Compared to the Previous Year: October - Calls down 50%, Website clicks up 175%. November - Calls up 400%, Website clicks up 200%. December - Calls up 66%, Website clicks up 320%. (Note: Closed 23 Dec and reopened 12 Jan). These numbers strongly suggest that improved Google Maps visibility and profile completeness increased the likelihood of users taking action.
Competitive Context
Architectural Design Ltd competes strongly with a main competitor in Te Awamutu due to close proximity. Regional competitors also influence broader Waikato keywords, and a competitor with stronger proximity in Cambridge affects results there. The key insight: Architectural Design Ltd held ground and widened visibility across multiple terms. Competitors fluctuated while Architectural Design Ltd stayed strong. The GBP optimisation translated into stronger market presence. This is exactly what strong Local SEO looks like in practice. It is not just ranking higher once. It is maintaining and compounding visibility while competitors shift.
Why the GBP-Only Results Matter
This is a critical point for this case study. All of these gains were achieved without website work. The Google Business Profile is not 'just a listing' - it is a primary search asset, particularly for local service businesses. Visibility can increase before website traffic increases. The report shows rising impressions and local visibility even while clicks remain modest. That is typical in GBP-only phases because many users convert directly in Google Maps. Building local authority early accelerates future website SEO. Once the new website launches, service pages and location pages can be aligned to the exact keywords already proven to win in Maps. This is a major accelerator for the next phase.
What Comes Next (Website Launch and Full SEO Phase)
A new website is expected to go live at the end of January or early February. The new website includes: Location-specific landing pages (Otorohanga, Cambridge, Raglan, Te Kuiti), a blog section for educational content, and a projects section to showcase work. This sets up the next phase to: Convert increased visibility into more consistent website clicks and enquiries. Strengthen relevance in expansion towns where proximity currently limits reach. Support competitive Waikato-wide terms with deeper on-site content. Scale authority through content and internal linking.
Conclusion
In the first quarter of work, DNP Marketing focused exclusively on Google Business Profile optimisation for Architectural Design Ltd while a new SEO-friendly website was being developed. Even without touching the website, the campaign delivered measurable outcomes: Increased Google search impressions and stable page-one average positioning. Clear dominance in Te Awamutu across core architectural design search terms. Substantial expansion into Te Kuiti and improved traction in Otorohanga. Improved competitiveness across broader Waikato-wide searches. Strong year-on-year increases in profile engagement including calls and website clicks. This quarter built a strong foundation. With the website SEO phase added next, Architectural Design Ltd is positioned to accelerate both rankings and conversions significantly, turning growing visibility into consistent enquiry volume.
Key Outcomes
- 100% Share of Local Voice achieved for 'Residential Architectural Designer Te Awamutu'
- 98.21% Share of Local Voice for 'Architectural Designers Te Awamutu'
- 94.64% Share of Local Voice expansion into Te Kuiti market
- 73.21% Share of Local Voice for broad 'Architectural Designer Waikato' searches
- 400% year-on-year increase in calls from Google Business Profile in November
- 320% year-on-year increase in website clicks from GBP in December
- 13% increase in Google Search impressions over the quarter
- Average ranking position of 6.4 (page one) maintained across tracked keywords
Frequently Asked Questions
What is Google Business Profile optimisation and why does it matter for local businesses?
Google Business Profile (formerly Google My Business) optimisation involves improving your business listing so it appears more prominently in Google Maps and local search results. For local service businesses, GBP is often the first point of contact with potential customers, making it a critical asset for visibility and lead generation.
Can Local SEO work without website changes?
Yes, as demonstrated in this case study. Google Business Profile optimisation alone delivered significant ranking improvements, expanded geographic reach, and increased engagement. However, combining GBP work with on-site SEO accelerates results further.
What is Share of Local Voice (SoLV)?
Share of Local Voice measures how often your business appears across a geographic grid compared to competitors. A 100% SoLV means your business appears in the top position across every point in the tracking area for that search term.
How long does Local SEO take to show results?
Results vary based on competition, starting position, and scope of work. In this case study, measurable improvements were visible within the first quarter (3 months) through GBP optimisation alone. More competitive markets or broader expansion goals may take longer.
Why did calls decrease in October but website clicks increased?
Early-stage GBP optimisation often increases visibility and profile views before call behaviour becomes consistent. The significant increases in November and December (400% calls, 200-320% website clicks) show that optimisation work compounds over time as user trust and engagement patterns shift.