Case study

Specialty cleaning: how we built 10 sites

Every cleanup situation covered in both the Seoul metro and Gyeongsang regions. All 10 started at zero impressions and reached 62,200 impressions in the 60-day reporting period, measured in Naver Search Advisor. The period is 60 days, but the sites were live for 33 days on average.

5 situations × 2 regions

5 × 2 = 10 sites

Sites built: 10 sites, split by situation × region and built on the same structure. Every one launched as a new site with zero impressions.
Impressions, last 60 days: 62,200 in total. Top site 11,000; median per site 6,150.
Days live: The reporting period is 60 days; the sites were live for 33 days on average.

Sites

Before we started

Specialty cleaning: what we diagnosed first

Before deciding what to build, we looked at what was keeping these businesses out of search.

What we checked

How many query variants each situation has (estate cleanouts, hoarding, unattended deaths, rural homes)
Whether searchers are dealing with an emergency or still researching
How wide a service area each site should cover
Whether the HTML that crawlers receive actually contains the body copy

The problem

Each situation is searched in completely different words, but the site was written around the single keyword “specialty cleaning.” People search with their own situation, and those queries had no page to answer them.

So we split the sites by situation × region. Specialty cleaning needs both axes. The reason for the call (clearing an empty house versus an unattended death) is completely different, and crews have to travel to the site, so region matters too. Situations were multiplied by regions; one farmhouse and rural home cleanout site was opened nationwide instead of for the Seoul metro area.

5 situations × 2 regions

Work and results

Specialty cleaning: from zero to 62,200 impressions

Between the starting point and today’s numbers is the work. Here are all three side by side.

Before
All 10 sites at zero impressions
New sites with no pages that could appear in search, and no way in beyond brand-name searches.
What we did
Split by situation × region, same structure 10 times
We launched the sites, expanded the pages that could surface in search, wrote the content, submitted everything to search engines and added evidence that can be verified off-site. The five steps below show the order.
Now
62,200 impressions, last 60 days
Top site 11,000, median per site 6,150. The sites were live for 33 days on average.

Week by week

Specialty cleaning: what happened over 33 days

The average of 33 days live across all 10 sites, divided into five stretches.

Week 1 · Days 1–7
Launched sites by situation and region
An empty-house cleanout and an unattended-death scene are different calls, and crews must be on site, so region matters too. Multiplying the two gave one site per combination.
Week 2 · Days 8–14
Expanded pages with situation-specific queries
People search their situation, not the industry name. Each of those queries got a page that answers it.
Week 3 · Days 15–21
Wrote around procedures and what to prepare
Pages lay out, in order, what happens first on site and what the family or owner should have ready.
Week 4 · Days 22–28
Submitted every site for indexing
Every site in the situation × region grid was submitted to the search engines.
Week 5 · Days 29–33
Added evidence that can be checked off-site
Pages link to sources that can be looked up elsewhere, such as registrations and partner relationships.

Original screenshots

Specialty cleaning in Naver Search Advisor

Screenshots show Naver Search Advisor’s Korean interface: 최근 60일 = last 60 days, 노출 = impressions, 클릭 = clicks, 평균 CTR = average CTR, 백 = hundred, 천 = thousand, 만 = ten thousand (1.8만 = 18,000).