Case study · Local SEO
42.02° N · 23.09° E — 8 months
Pirinsun Solar — Rooftop solar installer · Blagoevgrad
How a Blagoevgrad solar installer lit up the Struma valley map pack
Every installer in the valley sees the same sky. We plotted where the demand rises, where it peaks and where the local team was standing in the shade — then angled the whole search presence to face it.
Peak output+182%installation leads
01 — The challenge
Standing in the shade of national brands
Subsidy announcements caused demand spikes that national installers captured, while the local team appeared only for its own brand name.
Twice a year the household PV subsidy reopens and searches in the Struma valley jump four- to six-fold for a few weeks. Those were the hours of peak sun — and Pirinsun, with eleven years of roofs in Blagoevgrad, Sandanski and Petrich, was invisible for every one of them. Only people who already knew the name could find it.
02 — Shading report
Our audit, framed the way an installer would frame it: what was blocking the light. Estimated share of lost local visibility per cause, 95% in total.
- 01
Profile
Primary GBP category set to “Electrician”; “Solar energy company” missing entirely.
Fix: Re-categorised, added 6 secondary categories and 14 services with prices from.
−24% shade
- 02
Service area
Service area limited to Blagoevgrad city; Sandanski, Petrich, Razlog and Gotse Delchev unclaimed.
Fix: Service area widened to the Struma valley, each town backed by its own page.
−19% shade
- 03
Subsidy content
No page explained the household PV subsidy; national installers owned every “субсидия” query.
Fix: Subsidy guide hub with eligibility checker, deadlines and document lists.
−21% shade
- 04
Reviews
38 reviews, the newest 7 months old, 9% reply rate, 4.3 average dragged by two unanswered complaints.
Fix: Post-commissioning review ask at day 14, replies within 48 h.
−14% shade
- 05
Citations
Name, address and phone inconsistent across 11 Bulgarian directories, two listing an old Simitli address.
Fix: NAP cleaned up and locked across 23 directories.
−9% shade
- 06
Site speed
Mobile LCP 4.8 s from uncompressed 6 MB installation photos; no LocalBusiness schema.
Fix: Images re-encoded, LCP 1.9 s, LocalBusiness + Service schema.
−8% shade
03 — Array design
Four strings, one orientation: face the demand
Built on our Local plan (Local SEO). Each tactic is wired like a string of panels: useful on its own, compounding together.
String 1 · Orientation
Google Business Profile
We rebuilt the profile around the way people actually search: the right primary category, priced services, weekly posts timed to subsidy news, and 120 geotagged photos of real Struma-valley roofs.
→ Profile views 3.4×
String 2 · Capturing the spike
Subsidy guide pages
A Bulgarian-language subsidy hub — eligibility, deadlines, required documents and a payback calculator — published before each announcement so the local team, not national call centres, answered the surge.
→ 41% of new leads
String 3 · Coverage
Service-area pages
Five town pages (Blagoevgrad, Sandanski, Petrich, Razlog, Gotse Delchev) with local installs, irradiance figures for that slope of the valley and grid-operator notes — not doorway copies.
→ Ranking in 5 towns
String 4 · Steady output
Review velocity
A day-14 review request after grid connection, with a QR on the inverter handover sheet and replies to every review within 48 hours. Velocity rose from 0.4 to 13 reviews a month.
→ 104 new reviews
04 — 8 months, sunrise to sunset
One engagement, plotted like a day of sun
Month 1
Site survey
GBP, citation and SERP audit across 5 towns; baseline tracked for 64 queries.
15 leads · 13% pack
Month 2
Profile rewiring
Categories, services, photos, NAP clean-up across 23 directories.
17 leads · 18% pack
Month 3 · subsidy spike
Subsidy hub live
Guide published 9 days before the spring subsidy announcement; first spike captured.
22 leads · 26% pack
Month 4
Town pages
Sandanski and Petrich pages ship with case installs and irradiance data.
25 leads · 34% pack
Month 5
Review engine
Day-14 request flow running; reply time cut to under 48 h.
30 leads · 41% pack
Month 6 · subsidy spike
Second spike
Autumn subsidy round: hub refreshed in 24 h, leads peak at 30/month.
34 leads · 49% pack
Month 7
Razlog & Gotse Delchev
Remaining town pages and Q&A seeded from real call logs.
37 leads · 54% pack
Month 8
Steady state
Map pack at 58% visibility, 39 leads/month, 4.9 average rating.
39 leads · 58% pack
05 — Output
Every metric, a panel at full charge
+182% installation leads after 8 months. Each panel fills as the figure moves from its baseline; toggle to compare.
Map-pack visibility · 11% charged
11% → 58%
11% → 58% — share of local searches showing Pirinsun in the 3-pack.
Leads / month · 33% charged
14 → 39
14 → 39 — qualified installation enquiries.
Average rating · 30% charged
4.3 → 4.9
4.3 → 4.9 — Google stars across all reviews.
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
06 — Generation curve
Leads per month, with the spikes caught
Reviews grew from 38 to 142; rating 4.3 → 4.9.
07 — The map pack
Month 0 · local 3-pack
соларни панели благоевград
- A · SolarNation BG (Sofia)4.6 (1204)
- B · VoltPro Energy4.4 (611)
- C · Elektro Struma4.1 (57)
Month 8 · local 3-pack
соларни панели благоевград
- A · Pirinsun Solar4.9 (142)
- B · SolarNation BG (Sofia)4.6 (1251)
- C · VoltPro Energy4.4 (640)
08 — Rankings
| Query | Searches / mo | Month 0 | Month 8 | Movement |
|---|---|---|---|---|
| соларни панели Благоевградsolar panels Blagoevgrad | 880 | 14 | 1 | |
| фотоволтаици Благоевградphotovoltaics Blagoevgrad | 590 | 19 | 1 | |
| субсидия фотоволтаициPV subsidy | 2,400 | — | 3 | |
| соларни панели Санданскиsolar panels Sandanski | 320 | — | 2 | |
| фотоволтаична система за къщаhome PV system | 1,300 | 41 | 6 | |
| соларни панели Петричsolar panels Petrich | 260 | — | 1 | |
| монтаж на соларни панелиsolar panel installation | 1,000 | 33 | 4 | |
| соларен инвертор ценаsolar inverter price | 720 | 58 | 9 |
“—” means not in the top 100. Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
Get a plan like this
Find out where your demand rises and where you are standing in the shade. We map it, then angle your local search presence to face it.