Business Type: Local Retail (Custom Framing Services)
Industry: Home Decor / Art & Memorabilia Framing
Role: SEO Analyst
Project Duration: Strategy Planning Phase (1 Month)
Deliverables: Full SEO Strategy & 24-Month Execution Roadmap

🏢 About the Business

A custom photo and memorabilia framing company with 18 physical stores across Los Angeles. The business specializes in framing a wide range of items — from pictures and paintings to sports jerseys, certificates, and collectibles. They operate purely offline (no ecommerce), making local SEO and in-store visit intent their top priorities.

🎯 Objective

To create a scalable, location-targeted SEO strategy aimed at:

Improving organic visibility across service and location queries

Boosting foot traffic to 18 physical store locations

Establishing long-term content authority for informational and discovery searches

Laying the groundwork for a structured, 24-month SEO execution plan

🔍 Strategy Overview

1. Website & Technical Audit

Identified critical technical SEO issues and provided a fix list

Proposed a new site architecture to better serve service-based and location-based content

Performed NAP (Name, Address, Phone) consistency check across all 18 stores

Conducted a Google Business Profile (GBP) audit for all locations

2. Keyword Research & Clustering

Mapped 100+ keyword clusters grouped by search intent and location

Commercial Intent (47 clusters): e.g., custom picture frames Los Angeles, sports memorabilia framing Santa Monica

Discovery/Informational Intent (70 clusters): e.g., acrylic vs glass frame, how high should you hang pictures, how to hang sawtooth picture hangers

Local SEO Focus: e.g., framing shops Marina del Rey, jersey framing Santa Monica

Service-Specific Terms: e.g., floating frames for canvas paintings, frames for medals, shadow box jersey framing

3. Competitive Analysis & Backlink Gap Audit

Analyzed top competitors in the Los Angeles area

Identified backlink acquisition opportunities to strengthen domain trust

4. GBP Audit & Local SEO Enhancements

Audited all 18 Google Business Profiles for optimization opportunities

Highlighted areas for review, improvements, category refinement, and image updates

5. Strategic Planning & Forecasting

Created a detailed 24-month execution roadmap using a Gantt chart format

Developed content calendar recommendations aligned with seasonal trends

Prepared traffic and revenue projections with best-case, moderate, and worst-case scenarios

✅ Outcome & Next Steps

The strategy provided the client with a clear, data-backed SEO roadmap tailored to both their hyperlocal footprint and intent-driven search behavior. The foundation was laid for scalable content development, improved local visibility, and long-term growth through authoritative content and GBP enhancements.