Heiser Group
Programmatic SEO across 12+ service cities.
Twelve cities ranking organically for cleaning services — without paying SEO retainers per city. The organic traffic compounds while paid ads handle the high-intent keywords.
The problem
Heiser Group is an Atlanta-based commercial and residential cleaning company. They wanted to rank in 12+ service cities without:
- Writing 12 different websites
- Paying an SEO retainer per city
- Spinning up a giant programmatic SEO content factory that Google would penalize
Most cleaning companies in this position either pay big SEO firms or accept that they only rank in their headquarters city. Heiser wanted neither.
What we built
An Astro site with programmatic SEO done right:
- One
[city].astrotemplate that generates a unique, well-written landing page per service area — Atlanta, Marietta, Decatur, Roswell, Sandy Springs, Buckhead, and more - Real local content — each city page references actual neighborhoods, references local facilities (hospitals, office parks, school districts), and includes appropriate service-area copy
- Service-specific pages — bi-weekly cleaning, monthly cleaning, deep clean, commercial, realty turnover, real estate agent partnerships — each its own indexed route
- Case study pages — Ace Hardware strip-and-wax, Highland Park turnover — these provide third-party credibility for paid traffic landing pages
- Cloudflare KV for the photo gallery — staff can upload photos that persist across deployments without needing a CMS
Total: 32 indexed pages from a small content set. Each one is unique enough to rank, fast enough to convert, and structured enough that Google trusts it.
Why this is a marketing win
Heiser’s organic traffic now compounds month over month. Paid ads cover the immediate high-intent searches (“cleaning service near me”) while the organic SEO pulls in the long tail (“commercial cleaning Roswell GA office park”).
The site also doubles as Heiser’s case for real estate agents — the realty-cleaning and real-estate-agent landing pages convert agents who manage rental turnover, compounding the B2B lead pipeline alongside the B2C residential traffic.
Tech stack notes
- Cloudflare Pages because Heiser’s volume is low and CF is free at this scale
- Programmatic SEO with real per-city content (not stuffed templates) — Google rewards this and penalizes the lazy version
- The KV-backed photo gallery is a small touch that means Heiser’s team can update the site without involving us — exactly what an agency-built site should enable
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