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Case studies from an SEO specialist and web designer based in Johannesburg. See how local SMBs improved search visibility, attracted qualified leads, and built a stronger digital presence.
Every case study below is built on verified data from Google Search Console and Google Business Profile — not projected outcomes, not vanity metrics. If the numbers are here, they happened.
Case studies
Three projects. Three different problems.
Three projects. Three different problems.
One consistent outcome.
One consistent outcome.
Each engagement below reflects the kind of work I do for South African small businesses: structured, evidence-based, and measurable from day one.
Technical SEO Audit
Technical SEO Audit
The Challenge
The Challenge
The objective was to uncover hidden technical issues that could limit search engine visibility, reduce crawl efficiency, and negatively impact user experience.
The audit focused on:
Improving crawlability: Identify broken links, response code issues, and crawl inefficiencies affecting search engine access.
Strengthening indexation: Review canonical implementation, duplicate content risks, and metadata to ensure important pages can be indexed correctly.
Enhancing technical performance: Evaluate HTML structure, HTTPS implementation, and XML sitemap health to improve the website's overall SEO readiness.
THE SOLUTION
THE SOLUTION
Technical SEO Strategy:
I conducted a comprehensive technical SEO audit using Screaming Frog SEO Spider, supported by manual analysis and technical best practices. The website was evaluated for crawlability, indexation, HTML validity, security, and sitemap integrity.
The audit identified eight categories of technical SEO issues, each prioritized according to its potential impact on search performance. Every finding included practical implementation guidance, enabling the client to resolve issues efficiently and build a stronger technical SEO foundation
My Approach
My Approach
The audit included:
Full website crawl and response code analysis
Internal link and crawlability assessment
Canonical tag evaluation
HTML structure validation
Mixed content and HTTPS review
XML sitemap analysis
Technical issue prioritization based on SEO impact
Outcome
Outcome
The technical SEO audit identified several high-impact opportunities to improve the website's performance, including:
8 technical SEO issue categories identified
Internal 404 errors affecting crawl efficiency
Missing canonical tags across key indexable pages
Mixed HTTP/HTTPS content impacting website security
Duplicate <head> and <body> tags affecting metadata interpretation
Missing H1 headings and duplicate page titles
XML sitemap and URL structure improvements
This project demonstrates my ability to identify complex technical SEO issues, prioritize them based on business impact, and present clear, actionable recommendations that improve a website's technical foundation for long-term organic growth.
This project demonstrates my ability to identify complex technical SEO issues, prioritize them based on business impact, and present clear, actionable recommendations that improve a website's technical foundation for long-term organic growth.
Download the complete 15-page case study to explore the methodology, findings, supporting screenshots, and implementation recommendations.
Web Design & SEO
Website Design & Google Search Console Integration
Website Design & Google Search Console Integration
Client: Tee's Beauty Bar, Pretoria North
Services: Web design | On-page SEO | GSC setup
The challenge
The challenge
No web presence beyond word of mouth
No web presence beyond word of mouth
Tee's Beauty Bar offered strong services but had no website, no domain, and no way for local customers to find her through Google. The brief was clear: launch a professional, discoverable site quickly, within budget, with search infrastructure in place from day one.
What I built
What I built
A locally optimized, indexed site — from scratch
A locally optimized, indexed site — from scratch
A multi-page site was designed and published on Google Sites under a custom .co.za domain (teesbeautybar.co.za), covering Home, Hair Services, Nail Services, About, Reviews, and Contact. Page titles and meta descriptions were structured around local intent — targeting "hair salon Pretoria North," "nail salon Pretoria North," and "braids Pretoria North."
Structured page titles and meta descriptions around local search intent, targeting terms like "hair salon Pretoria North," "nail salon Pretoria North," and "braids Pretoria North.
Submitted the site to Google Search Console (GSC), configured the property, and verified ownership — enabling Google to begin discovering and indexing the site's pages.
Configured GSC to monitor clicks, impressions, average position, and CTR — giving the client an ongoing window into how her site performs in Google Search.
The click trend shows consistent organic activity throughout the 3-month window, with several multi-click days in mid-to-late April aligning with improved indexing coverage. The data confirms the site is being found by real users searching locally for beauty services in Pretoria North.
Within approximately three weeks of launch (around 19 March 2026), Google began indexing the site's pages. By late April 2026, five pages were fully indexed — a meaningful milestone for a brand-new domain.
An average position of 6.5 means the site is appearing on the first page of Google Search for its target queries — a strong early result for a site with no prior history, no backlinks, and no paid search spend.
Local SEO
From invisible to booked: local SEO and Google Business Profile
From invisible to booked: local SEO and Google Business Profile
Client: Tee's Beauty Bar
Location: Pretoria North
Services: GBP & Local SEO
Timeline: Dec 2025 – May 2026
The situation
The situation
Quality service. No digital footprint.
Quality service. No digital footprint.
A Pretoria North hair and nail salon with genuine quality and loyal customers — but virtually invisible to anyone searching on Google. The business had no Google Business Profile, no reviews, and no local search presence. New customers came entirely through referrals, leaving significant growth on the table.
The strategy
The strategy
A complete GBP rebuild with local SEO from the ground up
A complete GBP rebuild with local SEO from the ground up
Over six months (December 2025 to May 2026), I implemented a structured local SEO campaign: full Google Business Profile setup and optimization, category selection, service listings, photo strategy, review generation, keyword targeting, and ongoing post activity — all built around the specific search behavior of customers in Pretoria North.
Results
Results
872
Profile Views
221
Interactions
37
Search Appearances
5.0★
Google Rating
Project Evidence & Deliverables
Project Evidence & Deliverables
1. GBP Insights Performance
1. GBP Insights Performance
Business Profile interactions graph (Dec 2025 – May 2026) showing overall growth trajectory and the March performance peak.
2. Discovery & Visibility Metrics
2. Discovery & Visibility Metrics
GBP Performance dashboard showing 872 profile views, 37 searches, and platform discovery breakdown.
3. Keyword ranking
3. Keyword ranking
"Hair salon near me" — position 21
Ranking in the top 25 for the highest-intent local search query in the category, for a brand-new profile with no prior history.
"Hair salon Pretoria North" — position 16
Appearing on the first two pages of local results for the primary geo-targeted keyword within six months of launch.
4. Optimized Google Business Profile
4. Optimized Google Business Profile
Live GBP listing showing completed profile setup, 5.0-star rating, customer reviews, active posts, and booking functionality.
All organic. All verified.
All organic. All verified.
Every view, interaction, and ranking reported here was generated through organic local search — no Google Ads, no boosted posts, no paid promotion of any kind.
The result: A salon that existed only in its customers' WhatsApp contacts now shows up consistently in Google Search for the exact terms its target customers use. 221 customer interactions over six months — calls, direction requests, website clicks — from people who found the business because it now appears where they were already looking.
The Process Behind Every Project
The Process Behind Every Project
No generic checklists. No guesswork. Every engagement follows a structured approach built around your specific market and measurable outcomes.
Every engagement follows the same structured approach:
Audit first. Understand what's working, what's missing, and where the clearest opportunities are.
Strategy before execution. No generic checklists — the plan is built around your market, your competition, and your business goals.
Measurement from day one. Search Console, GBP Insights, and Analytics are connected before any optimization work begins.
Transparent reporting. You see real data. Not projections dressed up as results.
Need help with SEO or Digital Marketing?
Need help with SEO or Digital Marketing?
Whether you need a technical audit, a new website, or a local SEO strategy — the first step is a free conversation about where you are and where you want to be.
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