MCA Group (Commercial Cleaning, Toronto GTA)

12-Month SEO Growth Case Study

Client

MCA Group — full-service commercial cleaning company serving Toronto & the GTA.

Timeframe

Last 12 months (year over year comparison shown in GA4).

Executive Summary

In one year, we turned organic search into a primary growth channel for MCA Group and used light paid support to accelerate testing. Traffic quality and conversions rose strongly across Canada, with Toronto & GTA as the core.

Headline results (site-wide):

• Sessions: 65.5K (+50.5K)
• Engaged sessions: 43.6K (+33.4K)
• Users: 50.5K (+39.3K)
• Views: 156.5K (+133.5K)
• Avg. engagement: 1m 11s (+12s)
• Engagement rate: 66.52% (slight dip –1.7 from broader top-funnel reach)
• Conversions: 1.7K (+1,356)

By country

• Canada: 47.7K sessions (+35.9K) | 1.2K conversions (+875) | 1m03s avg engagement | 71.5% engagement rate
• USA: 7.3K sessions (+6.2K) | 29 conversions (+26) | 53s avg engagement

Search engines (organic):

• Google: 38.4K sessions (+29K), 1m06s avg engagement
• Bing: 999 sessions (+801), 1m25s avg engagement
• Yahoo Canada: 219 sessions (+192)
• Additional lift from DuckDuckGo, Baidu, Ecosia, etc.

Paid assist (for testing & velocity):

• Sessions: 11.2K (+8,993) | Conversions: 315 (+199) | Engagement rate: 67.95%

Starting Point & Goals

Starting point: fragmented content, limited local signals, inconsistent tracking, and no structured topical authority around commercial cleaning services in the GTA.

Goals

1. Win high-intent Toronto/GTA searches (e.g., commercial cleaning Toronto, office cleaning, post-construction cleaning, floor waxing, industrial/medical/restaurant cleaning).
2. Improve lead volume from organic while maintaining quality.
3. Build durable local authority around MCA Group’s brand.

What We Did (Strategy & Execution)

1) Technical SEO & Tracking (Months 1–2)

• GA4 + GSC hardening, event tracking for calls, quote forms, pricing/contact interactions.
• Crawl/indexation cleanup, XML sitemaps, canonical/robots hygiene, image compression & CWV tuning.
• Structured data: Organization, LocalBusiness, Service, FAQ schemas.

2) Local SEO for Toronto & GTA (Months 2–5)

• Google Business Profile optimization: services, service areas, UTM tagging, weekly posts, photos.
• Citations/NAP across Canada directories (Yelp, Apple Maps, Bing Places, 411, niche facilities & janitorial listings).
• Location intent woven into titles/H1s, internal links, and on-page FAQs for Toronto, Mississauga, Brampton, Vaughan, Markham, North York, Scarborough, Etobicoke.

3) Content & Topical Authority (Months 3–8)

• Built a service hub with deep pages: construction cleaning (Toronto/GTA), restaurant cleaning, medical office cleaning, industrial cleaning, building maintenance, floor waxing, etc.
• Created commercial content that converts: /pricing/, /contact-us/, /our-customers/, /locations/.
• TOFU/MOFU articles to capture research intent—standout:
• “Commercial Cleaning Rates – What You Need to Know” (now 9.8K sessions, 76.9% engagement) driving internal traffic to pricing & contact.

4) Conversion Rate Optimization (Months 6–10)

• Prominent “Get a Quote / Call Now” CTAs, sticky header actions, short forms.
• Reworked /pricing/ to show clear packages/value; added FAQ schema to reduce friction.
• Contact page refinements & trust blocks (social proof, client logos, industry badges).

5) Authority & Distribution (Months 7–12)

• Local PR mentions, supplier & partner links, industry resource placements.
• Indexing on Bing and Yahoo Canada to capture incremental, high-dwell traffic.
• Ongoing internal-linking sprints from TOFU → money pages.

Results in Detail

Page-Level Wins (traffic ▲ & engagement strong)

• Homepage / — 28.4K sessions (+23K), 65.6% engagement, 1m04s avg time.
• /need-know-commercial-cleaning-rates/ — 9.8K sessions (+5.6K), 76.9% engagement.
• /pricing/ — 7.0K sessions (+5.1K), 72.2% engagement, 50s avg time.
• /contact-us/ — 4.9K sessions (+4.0K), 76.4% engagement.
• /waxing-hardwood-floors/ — 3.8K sessions (+3.5K), 74.2% engagement, 1m21s avg time.
• /construction-cleaning-toronto-gta/ — 2.9K sessions (+2.1K), 75.0% engagement.
• Additional service pages (restaurant, industrial, medical office, building maintenance, Brampton office cleaning) each show 70–76% engagement and steady growth.

Why this worked

• Toronto-first information architecture + clear service coverage matched to how facilities managers search.
• Pricing transparency drove more qualified inquiries.
• Helpful TOFU (rates guide) earned traffic and funneled users to /pricing/ and /contact-us/.
• Consistent local signals & reviews strengthened map-pack eligibility and organic trust.
• Cross-engine coverage (Bing, Yahoo) added incremental, high-dwell users beyond Google.

Business Impact

• 1,700 total conversions (calls/quotes) in the period, +1,356 over the prior period.
• Canada/Toronto is the growth engine: 1.2K conversions from Canadian traffic, with strong engagement (71.5%).
• Expanded US exposure lays groundwork for cross-border contracts.

90-Day Plan (to compound gains)

1. Win more SERP clicks (CTR uplift to 3%+):

• Rewrite top 30 titles/meta with benefit & location cues (e.g., “Commercial Cleaning Toronto—Same-Day Quotes | MCA Group”).
• Add FAQ & How-To schema to /pricing/ and key service pages.

2. Map-Pack Dominance in GTA:

• 3–4 GBP posts/week (offers, case photos), add ‘Services with prices’ where possible.
• Reviews program: 3–5 new Google reviews/week with keyword-rich owner replies.

3. Content scale for long-tail intent:

• Industry-specific pages: bank branches, car dealerships, warehouses, clinics, schools.
• Refresh the rates guide quarterly; add an interactive cleaning cost calculator.

4. CRO accelerators:

• Short “2-step” quote form, click-to-call on mobile, live chat during business hours.
• Add trust badges and Toronto client case snippets on all service pages.

5. Links & Partnerships:

• Local chambers, BOMA Toronto, supplier co-marketing, community sponsorships; targeted resource pages for “commercial cleaning Toronto”.

Conclusion

Over 12 months, MCA Group’s SEO program transformed organic search into a consistent, high-quality demand channel across Toronto & the GTA—65.5K sessions, 43.6K engaged sessions, and 1.7K conversions—with standout performance from pricing, contact, and location-specific service pages. The next phase focuses on CTR gains, map-pack dominance, and long-tail coverage, turning today’s visibility into even more booked contracts.