Is this a real client project?

Yes. This case study documents hands-on work delivered for a real UK-based small business, covering both website build and local SEO implementation in a live production environment.

What services were included in this project?

The project combined website structure, content organisation, and local SEO alignment into a single, integrated delivery. SEO considerations were built into the site from the outset rather than added retrospectively.

Was the project delivered end to end?

Yes. The work was managed end to end, from initial planning and content decisions through to local search optimisation and final launch.

What type of businesses is this approach best suited for?

This approach is particularly effective for small and local businesses that depend on trust, clarity, and local visibility rather than high-volume or national-level traffic.

Are the results based on short-term SEO tactics?

No. The focus was on building a sustainable, search-ready foundation designed to support long-term local discoverability and ongoing content growth.

Can this approach be applied to other industries?

Yes. Although this case study focuses on a handmade retail business, the same principles apply to service-based businesses, consultants, and other local professionals.

Does this case study reflect your current SEO methodology?

Yes. This project reflects a current, experience-led local SEO approach that prioritises structure, intent, and real-world business signals over surface-level optimisation.

Who delivered this project, and where was it developed?

This Local SEO case study was delivered by Piotr Burchart of E-Learning 4 You and developed in Bollington, UK, reflecting practical experience working with local businesses in real operating conditions.

Local SEO Case Study – Heart in Creation

Created By: Piotr Burchart
Date: 07/2025
Categories: Local SEO

View case study

Project Overview

Heart in Creation is a handmade greeting cards business based in Bollington, UK, specialising in nature-inspired, handcrafted cards for occasions such as birthdays, anniversaries, and Christmas. The goal of this project was to improve local search visibility and ensure the business could be easily discovered by customers searching for handmade cards in the Bollington and Macclesfield are

Scope of Work

The project focused on building a strong local search foundation through Google Business Profile optimisation, website creation, local citations, and visual content. The aim was to improve accuracy, relevance, and consistency across local search surfaces while supporting long-term visibility.

Approach

A Google Business Profile was created and fully optimised, including accurate categorisation, business title and description, service information, and location details. A supporting website was designed and developed with locally focused content, optimised page titles, and a clear structure to reinforce local relevance.

To strengthen authority and trust, the business was added to relevant UK local directories, including Yell and UK Small Business Directory, ensuring consistent NAP (name, address, phone) data. Social media profiles were created on Facebook, X, and Pinterest to support brand presence and visual discovery. Regular photo uploads and ongoing profile refinement were used to improve engagement and local visibility.

Outcome

The combined Local SEO approach improved the business’s presence in Google Maps and local search results, supporting stronger discovery for users searching for handmade cards within the surrounding area. The project demonstrates a practical, evidence-led Local SEO strategy focused on accuracy, consistency, and sustainable growth.

Before / After Results

Before optimisation

Limited visibility in Google Maps and local search results
No structured Google Business Profile presence
Inconsistent or missing local citations
Minimal visual content supporting local discovery

After optimisation

Improved visibility in local map results for relevant handmade card searches
Fully optimised Google Business Profile with consistent business information
Established presence across key UK local directories
Stronger visual presence through regular photo updates and social profiles

Key Actions

Key actions delivered:

Google Business Profile creation and optimisation
Local keyword research for handmade card searches
Website creation with locally focused SEO structure
UK directory listings and citation consistency
Social media setup and visual content optimisation

Final Thoughts

This case study demonstrates how a structured, practical Local SEO approach can improve visibility for a small UK business without relying on short-term tactics. By focusing on Google Business Profile optimisation, consistent local citations, relevant keywords, and supporting website signals, Heart in Creation achieved stronger local discoverability within the Bollington and Macclesfield area.

The same principles applied in this project form the basis of my Local SEO services, which focus on accuracy, relevance, and a sustainable local search presence for UK businesses.