SEO Case Study: Boosted Local Visibility 6X in 6 Months for a B2B Office Relocation Company in Chicago
In early 2025, a Chicago based B2B office relocation company partnered with Goforaeo because their website was not showing up when real buyers searched for commercial movers nearby. They had a solid operations team and strong referrals, but local search was not helping them win new projects.
This SEO Case Study covers exactly what we did, month by month, from February 1, 2025 to July 31, 2025 in Chicago, Illinois, and how the numbers changed with clear before vs after proof.
Quick context: client, location, and timeframe
This was a local SEO and content focused project for a service business that sells to offices, property managers, and operations teams. Most jobs were in Chicago and nearby suburbs, with higher value projects coming from downtown and dense business areas.
Timeframe details:
Start date: February 1, 2025
End date: July 31, 2025
Primary location: Chicago, IL
Service area: Chicago + nearby suburbs within roughly 25 to 35 miles
Why this market is tough
Commercial moving searches in Chicago are competitive. Big brands, local giants, and directories all fight for the map pack and the first page.
Also, the buying cycle is not instant. People compare quotes, check reviews, and often need proof that you can move IT equipment, handle elevators, work off hours, and keep the business running.
What “local visibility” means in this SEO Case Study
We tracked local visibility using a simple blended view from real tools:
Local visibility: Google Business Profile views + actions, plus Google Search Console impressions for Chicago intent keywords.
We did not rely on one vanity metric. We focused on what led to calls, form fills, and quote requests.
Starting point: what the numbers looked like before Goforaeo
Before we started, the company was doing good work, but their online presence was not telling that story. They had scattered pages, weak local signals, and almost no consistent content for office relocation topics.
Baseline period used for “before”: January 1, 2025 to January 31, 2025
We used January because it was the last full month before the engagement began.
Website baseline: traffic and content gaps
What we found right away:
- Only a few service pages, written in broad language that did not match how buyers search
- No strong “commercial moving” and “office relocation” pages built around Chicago intent
- Thin location signals, limited internal linking, and missing schema
- Several slow pages and a messy crawl path that made it hard for Google to understand priorities
Baseline website metrics in January 2025:
- Organic sessions (GA4): 430
- Organic leads from website forms: 7
- Average engagement time on key service pages: below 40 seconds
- Top keywords: mostly branded, very few non branded “office mover Chicago” type terms
Google Business Profile baseline: not pulling its weight
The Google Business Profile was live, but it was not fully built out and it was not being used like a true lead channel.
Baseline GBP metrics in January 2025:
- Profile views: 2,120
- Calls from profile: 18
- Website clicks from profile: 34
- Direction requests: 11
- Reviews: 24 total, with inconsistent wording and very few mentioning “office move” details
Baseline rankings: the problem was visibility, not service quality
For high intent searches, they were not consistently in the map pack. When they showed up, it was often far down.
Snapshot rankings from the first week of February 2025 (typical range across Chicago):
- “office movers chicago”: positions 18 to 28 (often not visible)
- “commercial movers chicago”: positions 15 to 25
- “office relocation company chicago”: positions 20 to 35
- “corporate movers chicago”: positions 12 to 22
Targets and tracking: what we measured and how we kept it honest
We did not set a target that simply repeated the SEO Case Study title. The real business need was simple: create steady inbound demand from decision makers searching in Chicago, and turn that demand into quote requests.
We also needed clean tracking, because the client wanted proof month over month.
Core KPIs we tracked
We tracked these every month, with notes on what changed:
- Google Business Profile: views, calls, website clicks, direction requests
- Google Search Console: impressions and clicks for non branded Chicago intent keywords
- GA4: organic sessions, form fills, click to call events
- Local rankings: map pack and local finder positions for core service terms
- Lead quality: how many were office moves vs small residential requests
Tools used for tracking and proof
Tools used throughout the project:
- Google Business Profile
- Google Search Console
- Google Analytics 4
- Looker Studio for monthly reporting
- BrightLocal for local rank tracking and citation checks
- Screaming Frog for technical audits
- Ahrefs for competitor research and link gap checks
- Google Sheets for review tracking, outreach logs, and content planning
Strategy: the simple plan that worked in Chicago
We did not use a complicated system. We focused on the core local signals that Google trusts, and the content that buyers actually read before they call.
The strategy had five parts, and we worked them in the same order you see below.
Part 1: fix local foundations first
Foundational work we handled early:
- Clean NAP consistency: same business name, address, phone everywhere
- Audit and fix top citations: the ones that matter for Chicago search trust
- Improve Google Business Profile categories, services, and business description
- Add real photos: trucks, crews, packing, office setups, loading docks
- Add UTM tracking to GBP links so GA4 data stayed clean
Part 2: build service pages around real intent
We built and improved pages that matched how people search when they are ready to hire.
Service page structure we used:
- One main “Office Relocation in Chicago” page with strong proof and process
- Supporting pages for sub services like: IT equipment moving, after hours moves, packing, furniture disassembly, storage, and move management
- Strong internal links between these pages so Google understood the cluster
- Clear conversion paths: click to call, quote form, and simple trust sections
Part 3: publish content that answered office move questions
For B2B relocation, content should reduce risk for the buyer. It should make them feel safe booking you.
We wrote content that matched real concerns:
- How to plan an office move timeline in Chicago
- How to move IT equipment safely
- What to ask a commercial moving company before signing
- How to reduce downtime during a relocation
- Building rules, COIs, elevator bookings, and weekend move planning
Part 4: strengthen authority with local trust signals
We focused on trust that is easy for Google and people to verify:
- Review plan with a simple script that encouraged detail
- Partner and vendor mentions where possible
- Local link outreach to relevant Chicago business groups and directories
- Project style photos and short case snippets added to the site
Part 5: improve conversions so traffic turned into leads
If the phone does not ring, rankings do not matter.
Conversion upgrades included:
- Faster pages and cleaner mobile layout
- Shorter quote form with fewer fields
- Proof blocks: insurance, years in business, process steps, and service area clarity
- Tracking for calls and form submissions in GA4
Month by month execution: work done and results
Below is the monthly breakdown from February 2025 to July 2025. Each month includes what we shipped and the numbers we recorded.
February 2025: foundations, tracking, and quick GBP wins
February was about fixing basics and removing confusion for Google. We also set up clean tracking so every later improvement was easy to prove.
Work done:
- Full local audit: website, GBP, citations, competitors
- GBP upgrades: primary category review, service list, description rewrite, photo uploads
- UTM tagging on GBP links, GA4 event checks, Looker Studio report setup
- Citation cleanup on priority listings with inconsistent phone and name
Metrics:
- GBP views: 2,540 (up from 2,120)
- GBP calls: 24 (up from 18)
- Organic sessions: 510 (up from 430)
- Map pack positions for “commercial movers chicago”: improved into 12 to 18 range in many areas
March 2025: service pages and stronger Chicago relevance
March was where the site started to look like a real commercial relocation brand. We focused on service pages that matched high intent keywords.
Work done:
- Rebuilt the main commercial moving and office relocation pages
- Added clear Chicago signals: neighborhoods served, job types, building coordination notes
- Added LocalBusiness schema and service schema on key pages
- Internal linking upgrade across homepage, service pages, and footer
- Added 2 new conversion focused landing sections: “Request a Site Walkthrough” and “After Hours Moves”
Metrics:
- GBP views: 3,180
- GBP calls: 31
- GBP website clicks: 58
- Organic sessions: 690
- Non branded GSC impressions for Chicago intent terms: 12,400 (up from about 6,900 baseline estimate)
April 2025: content that builds trust and ranking momentum
April was focused on content that helps buyers plan and reduces fear around downtime and IT risks. This also expanded the keyword footprint fast.
Work done:
- Published 4 long form guides aimed at operations teams and office managers
- Added FAQ blocks on service pages based on real sales calls
- Improved page speed on mobile and cleaned up crawl issues
- Started a review system: post job email, simple request script, link to GBP review form
Metrics:
- GBP views: 4,050
- GBP calls: 44
- Direction requests: 26
- Organic sessions: 980
- Form fills from organic: 18
- Map pack ranking improvements: “office movers chicago” commonly 8 to 14 in many Chicago grid points
May 2025: citation authority, local links, and review detail
May is where we pushed authority and trust harder. Rankings started to move into the top results more consistently.
Work done:
- Built and corrected additional citations that competitors had and the client was missing
- Local outreach for relevant mentions: business associations, local supplier pages, partner references
- Added a “Projects” section with short writeups and photos for real moves
- Continued review plan with a focus on review detail like: office size, neighborhood, downtime, weekend moves
Metrics:
- GBP views: 6,120
- GBP calls: 61
- GBP website clicks: 103
- Organic sessions: 1,320
- Reviews: +11 new reviews in May (many mentioned office relocation terms)
- Map pack: “commercial movers chicago” frequently hit top 7, with some areas entering top 3
June 2025: map pack push and conversion upgrades
June was about tightening conversion and getting into the top positions across more of Chicago. We also reduced low quality leads by clarifying B2B focus on key pages.
Work done:
- Stronger on page messaging: “commercial and office moves only” with clear service fit
- Added quote page improvements: shorter form, better CTAs, call tracking verification
- GBP posts: weekly updates with project photos and helpful tips
- Built location supporting content focused on Chicago business areas and common building rules
Metrics:
- GBP views: 9,480
- GBP calls: 92
- GBP website clicks: 158
- Organic sessions: 1,710
- Organic form fills: 33
- Map pack: “office relocation company chicago” moved into top 5 in many areas
July 2025: stability, top rankings, and 6X visibility proof
July was about keeping rankings stable and pushing the last few terms over the edge. We also focused on keeping lead quality high.
Work done:
- Refresh of top service pages based on GSC queries that were rising
- Added internal links from blog content to the highest converting service pages
- Review replies and Q and A section updates on GBP
- Continued local mentions and citation maintenance to avoid drift
Metrics:
- GBP views: 12,860
- GBP calls: 128
- GBP website clicks: 214
- Organic sessions: 1,950
- Organic form fills: 46
- Reviews: total grew from 24 to 57 during the campaign
Local visibility proof:
- Visibility baseline (January GBP views): 2,120
- Visibility result (July GBP views): 12,860
That is a 6.06X increase in Google Business Profile visibility within the timeframe.
Before vs after proof: what changed and how it shows up in search
The best proof is when rankings improve, actions go up, and lead quality improves at the same time. That is what happened here.
Before vs after: rankings for high intent Chicago terms
Snapshot comparison: early February 2025 vs late July 2025
Before, early February 2025:
- “office movers chicago”: 18 to 28
- “commercial movers chicago”: 15 to 25
- “office relocation company chicago”: 20 to 35
- “corporate movers chicago”: 12 to 22
After, late July 2025:
- “office movers chicago”: 2 to 5 in many Chicago areas
- “commercial movers chicago”: 1 to 4 in several zones
- “office relocation company chicago”: 2 to 6
- “corporate movers chicago”: 3 to 7
Note: rankings vary by neighborhood, so we tracked across multiple points instead of one spot.
Before vs after: Google Business Profile actions
Baseline January 2025:
- Views: 2,120
- Calls: 18
- Website clicks: 34
- Direction requests: 11
July 2025:
- Views: 12,860
- Calls: 128
- Website clicks: 214
- Direction requests: 79
These actions matter because they are buyer actions. They are not just impressions.
Before vs after: lead quality and deal relevance
The biggest improvement was not just more leads. It was better fit leads.
What changed:
- More requests for office moves, not small residential jobs
- More project managers and office managers filling forms
- More calls that included key details like: move date, office size, and building constraints
Client reported outcomes by July 2025:
- Noticeably higher quote request volume from Chicago searches
- Shorter back and forth because content pre answered many questions
- More trust in the first call because reviews and pages matched the buyer’s concerns
What made the biggest difference in this campaign
A lot of things helped, but a few stood out as the true drivers.
Clear service pages built around buyer intent
Generic “moving services” pages do not win in competitive cities. The moment we made each page about a specific office relocation need, rankings and conversions both improved.
Examples of intent we built pages around:
- Office relocation planning
- After hours commercial moves
- IT equipment and server handling
- Packing, labeling, and move management
Reviews that actually say what the company did
A short review like “great service” is nice, but it does not always move the needle.
Reviews that helped most included words like:
- Office relocation
- Commercial move
- Weekend move
- Downtown Chicago building
- Elevator scheduling
- IT equipment
Consistent weekly activity
Local SEO rewards consistency. We kept GBP active, published content on schedule, and cleaned up listings without gaps.
That consistency made the growth feel steady, not random.
Tools used: full list with how each one helped
This campaign used a simple stack, focused on accuracy and repeatable work. Nothing fancy, just tools that support good execution.
Research and audits
- Screaming Frog: crawl issues, redirects, missing titles, and page structure
- Ahrefs: competitor pages, link gaps, keyword support ideas
- Google Search: manual reviews of map pack behavior across Chicago neighborhoods
Local SEO and listings
- Google Business Profile: profile edits, posts, photos, Q and A, review replies
- BrightLocal: local rank tracking, citation audits, and NAP consistency checks
Tracking and reporting
- Google Analytics 4: organic sessions, form fills, call clicks, page performance
- Google Search Console: keyword impressions, page queries, click growth, content opportunities
- Looker Studio: monthly reporting dashboard with clear trend lines
- Google Sheets: monthly action log and review tracking
Key takeaways for B2B service businesses in competitive cities
If you sell a high value local service, this approach translates well. It is not only for movers.
Takeaways:
- Start with NAP consistency and GBP basics before chasing links
- Build service pages around what buyers really type, not what you call your service internally
- Use content to reduce buyer stress and answer real questions
- Ask for reviews that include project details, not just a star rating
- Track actions like calls and form fills, not only traffic
- Improve conversion paths early so growth turns into revenue
About Goforaeo: how we run local SEO that feels real
At Goforaeo, we focus on simple work that compounds: clean local signals, helpful pages, steady content, and tracking that makes results easy to prove. For this Chicago office relocation company, that meant turning local search into a reliable source of qualified calls in 2025.