When they approached us, their search performance looked like this:
• They showed up in Google mostly when people typed the studio name or a teacher’s
name.
• Their Google Business Profiles existed, but weren’t fully optimized or aligned with what
people actually search for.
• They wanted more new clients, not just returning ones and word of mouth.
In simple terms:
“If someone in Sofia searched for the type of classes they offer - chances were high that they
would bend a competitor instead.”
They didn’t want to pour money into Google Ads without first fixing their organic
discoverability.
Objectives
• To be found by people who have never heard of the studio before.
• Show up for generic searches like “service in Sofia”, “classes near me”, “kids’ classes”,
“beginner lessons”, etc.
• Fill more classes from organic Google searches, not only from social media or referrals.
• Reduce the need for a constant paid ads budget to stay visible.
Which made our goal clear:
Shift the search mix from branded-only to non-branded, service-based queries.
Improve average position so the business appears in the top half of page 1.
Activate local intent searches (“near me”, “service + Sofia”, age/level variations).
Turn the website + Google Business Probeles into a long-term acquisition asset.
We didn’t rely on luck or broad tactics. We built the strategy with precision - every action tied to real demand and real intent:
• High-Intent Local Searches — We shifted the business from being found only by name to being discovered for the exact service searches people in Sofia make when they’re ready to buy.
• Maps & “Near Me” Visibility – We strengthened Google’s local signals so the business appears where conversion happens fastest: Google Maps and local intent searches.
• Unified Local Identity – We aligned the website, both locations’ Google profiles, and structured data into one consistent, trusted presence Google can confidently rank.
• New Category Expansion – We intentionally activated search categories the business had zero presence in before: kids’ classes, beginner classes, style-based queries, English-language searches, and broader “service + Sofia” terms.
This wasn’t random optimization. It was deliberate, insight-led work designed to take them from invisible to unavoidable in their local market.
Results (5-Month vs 5-Month Comparison)
We don’t measure success by vanity metrics like “average position.” The real win is what the business now ranks for — and who finds them. Here are the outcomes that matter:
1. +80.6% increase in organic visibility (Feb–Jun vs Jul–Nov)
The business nearly doubled how often Google shows them to potential clients.
2. Major shift from branded → non-branded searches
Before:
Almost all searches were for the studio name or instructor names.
After:
Most visibility now comes from people searching for the service itself.
This means new clients discovering them - not existing followers. This is the difference between “famous to fans” vs “visible to the whole city.”
3. Dozens of new high-intent categories activated
The business now appears for:
• “service + Sofia” searches
• “near me” searches
• beginner-level queries
• kids’ classes
• style-based queries
• general “studios in Sofia” searches
• English-language searches
• and even competitor-adjacent searches
These categories didn’t exist for them before.
4. New organic clicks from clients who never knew the brand
Yes, the click increase looks small on paper (+8.6%). But this increase is almost entirely NEW clients, not returning fans. For a local studio, this is the most valuable type of traffic.
5. Equivalent Google Ads value
Those 4,800 organic clicks would cost ∼1,030–1,540 EUR (and only if you ran high-intent campaigns properly).
And unlike ads, this organic traffic keeps compounding every month, without paying per click.
1. From Brand-Only to Category-Leader
The biggest win:
We transformed their search presence from “you only find us if you already know us” to: “If you search for this type of service in Sofia, you will almost certainly see us.” This is huge from a business perspective: you stop playing in the closed circle of existing fans and start tapping the wider market.
2. New Revenue Opportunities from New Categories
Because we activated many new categories (kids, beginners, specific styles, “near me”, English searches), the studio can now:
• Fill different types of classes from organic traffic alone.
• Launch new schedules and know that people actually search for those formats.
• Compete directly with larger or older studios that previously dominated these queries.
3. Stronger Position in Local Search & Maps
Improved average position (+1.9 closer to the top) and Google Business Profiles means:
• More visibility in Google Maps
• More calls and route requests
• More people choosing them when comparing options
For a local business, Maps + “near me” searches are often the highest-ROI traffic they can get.
4. Long-Term Asset, Not a Short-Term Campaign
Advertising stops the second you stop paying. The SEO work we did:
• Keeps generating impressions and clicks
• Continues to attract new search queries
• Strengthens the brand as a relevant, trusted local provider
This is why many owners describe it as “owning media” instead of “renting media”.
As their local marketing partner, we:
1. Audited their entire search presence (website, Search Console, Google Business Profiles).
2. Designed a Local SEO roadmap aligned with their business goals (more new members, better filling of specific classes, stronger presence in Sofia).
3. Implemented the technical and on-page changes (schema, structure, GBP optimisations).
4. Monitored performance and keyword evolution over time, paying special attention to new non-branded queries.
5. Translated SEO numbers into business metrics: what it means in ad savings, bookings, and growth potential.
We didn’t just “do SEO”. We took responsibility for turning search visibility into real business advantage.
If you’re a local business owner, ask yourself:
• Do people find you mostly when they search your name?
• Or do they also find you when they search for the service you offer, without knowing you exist?
If the answer is mostly branded – you are in the same place this client was.
This case study proves that:
• You can almost double your organic visibility (+80.6%) in a few months with the right local SEO work. • You can unlock entire categories of demand that are currently going to your competitors.
• You can save thousands of euro in equivalent ad spend every year by owning a strong organic presence.
• You get a steady flow of new people who are actively searching for what you offer – not just relying on referrals and social media.
Local SEO done properly makes Google work as your strongest salesperson in your city– 24/7, without a salary, and without a fixed ad budget.
If you want this shift for your business, this is exactly the kind of work our team at izivizi does.