SEO case study · Local Services
Komin & Co
Chimney sweep & stove service · Varna
A three-sweep crew in Varna booked out the heating season before October
A 10-month Local engagement that did all of its work in the months nobody thinks about chimneys.
Headline
Autumn diary full by 28 September
- Organic bookings (season)
- +142%
- Map-pack top 3 keywords
- 4 → 19
- Citations cleaned
- 57
01 / The challenge
Eight weeks to earn a year
Demand was compressed into eight weeks each autumn and the business ranked nowhere when homeowners finally searched for a sweep.
Nobody in Varna searches for a chimney sweep in May. Then the first cold night lands in late September and the whole city searches at once. By the time a page written in that panic is crawled, the season is over. Komin & Co had three sweeps, one van and a diary that stayed half empty while competitors turned customers away.
02 / Diagnosis
What we found under the soot
- Business ProfileCritical
Primary category set to “Roofing contractor”; chimney sweep and stove service absent, so the profile never qualified for the queries that matter.
- Business ProfileHigh
Service area drawn as a 3 km circle around the yard in Vladislavovo — Asparuhovo, Galata and Kamenar were outside it.
- CitationsCritical
57 listings across 23 directories carried four phone numbers, two old addresses and three spellings of the name (Komin, Komin & Co, Комин и Ко).
- CitationsMedium
Two duplicate map pins split the 31 reviews the business had earned.
- ContentHigh
One page site with no mention of stoves, pellet burners or insurance inspections — and no Bulgarian-language copy at all.
- ContentHigh
Nothing indexed before September: pages built in the rush were still being crawled when the season ended.
- SchemaMedium
No structured data. Opening hours, service area and prices invisible to search engines.
- 57inconsistent citations to clean before anything else could work
03 / The strategy
Build the chimney before the fire
Built on our Local plan. Four tactics, stacked like a flue: each one only works because the one below it is sound.
The firebox
Google Business Profile
Where the heat comes from: the map pack is where 7 in 10 sweep bookings start.
- Primary category: Chimney sweep; secondaries for stove and fireplace service
- Service area redrawn to 11 districts and 4 villages
- 40 geo-honest job photos, weekly posts from August
- Review request sent by SMS 2 hours after each job
The smoke chamber
Seasonal landing pages
Built in April, indexed by June, ranking before the first cold night.
- Pre-season sweep, stove service, pellet burner clean, insurance inspection certificate
- Bilingual Bulgarian / English copy
- “Book before the rush” calendar block with real slot counts
- Each page linked from the matching GBP service
The foundation
Local citations
One name, one number, one address — everywhere a homeowner or a crawler might look.
- 57 listings corrected or merged across 23 directories
- Two duplicate map pins closed, reviews consolidated
- Utility and municipal directories added
- Quarterly NAP drift check
The flue liner
Schema markup
A clean channel so the signals travel straight up.
- LocalBusiness + HomeAndConstructionBusiness with areaServed
- Service and Offer schema with seasonal prices
- FAQPage on every seasonal page
- Seasonal openingHoursSpecification for autumn Saturdays
04 / Timeline
10 months, mostly off-season
Month 1December
Audit & baseline
Full citation crawl, GBP review, 24-keyword map-pack grid tracked across 9 points in the city.
4/24Month 2January
Profile rebuild
Categories, service area, photos and services rewritten. Duplicate pins reported.
4/24Month 3February
Citations, wave one
31 listings corrected, starting with the directories that rank themselves for “коминочистач варна”.
5/24Month 4March
Citations, wave two + schema
Remaining 26 listings fixed; LocalBusiness and Service schema shipped.
6/24Month 5April
Seasonal architecture
Four seasonal pages written in two languages — deliberately months before anyone searches.
7/24Month 6May
Review engine
Post-job SMS review requests turned on for the spring stove-service jobs.
8/24Month 7June
Indexed early
All seasonal pages indexed; FAQ schema live. Quiet month, by design.
9/24Month 8July
Book before the rush
Slot counters added; GBP posts begin. First pre-bookings arrive from search.
12/24Month 9August
Demand wakes up
Searches triple. Komin sits in the top 3 for 15 tracked terms as the curve starts to climb.
15/24Month 10September
Diary full
19 terms in the map-pack top 3. Last autumn slot booked on 28 September.
19/24
05 / Results
Autumn diary full by 28 September
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
Organic bookings (season)
+142%
Map-pack top 3 keywords
4 → 19
White: top 3 before · orange: gained · of 24 tracked
Citations cleaned
57
Rankings, before & after
- 1Komin & Co4.9 ★ · 112
- 2Varna Roof & Chimney4.5 ★ · 39
- 3Toplo Dom Services4.4 ★ · 30
Komin & Co leads the pack with the reviews consolidated from two duplicate pins.
| Keyword | This autumn |
|---|---|
| chimney sweep varna | #1 |
| коминочистач варна | #1 |
| почистване на комин | #2 |
| stove service varna | #2 |
| pellet burner cleaning | #3 |
| chimney inspection certificate | #1 |
| fireplace sweep near me | #1 |
| камина почистване цена | #3 |
“—” means not in the top 20 map results. Positions are modelled.
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