Keen 2 Klean Case Study
Dramatic Local SEO Turnaround in 90 Days
Client Overview
Keen 2 Klean is a premium exterior cleaning company serving Kitchener-Waterloo, Ontario. Owner Ken built the business over 10 years after retiring from a 30-year corporate career, offering pressure washing, window cleaning, gutter cleaning, graffiti removal, and car detailing to both residential and commercial clients.
The Challenge
Ken came to Merged Media frustrated after working with three previous SEO agencies that left him considering abandoning digital marketing entirely.
His Past Agency Experience:
“I’ve been thrown to different sections… if you have a complaint, have a complaint department… I’ve been throwing boom, boom, boom to that person manages that. I can’t help you there. Very frustrating on my end.”
Core Problems
- No single point of contact - bounced between departments constantly
- Inaccurate content - agencies wrote about services they didn't understand
- Poor results - invisible in local search for key services
- Zero collaboration - no review process before content went live
“I’m at that point where I’m saying, Do I just go back to just word of mouth?”
The Solution
Deep Discovery Process
We started with a 51-minute recorded interview to understand Ken’s business voice, ideal customers, and service philosophy. This informed:
- Comprehensive ICP development - targeting commercial B2B clients (construction companies, property managers)
- Entity knowledge base - with 700+ unique entities mapped across services, equipment, locations, and industry terminology
- Content strategy - aligned with seasonal business patterns (70% commercial focus)
White-Glove Content Development
Every piece of content was:
- Drafted in Google Docs for client review
- Optimized with entity-rich, semantically-relevant language
- Verified for factual accuracy before publishing
- Written in Ken's authentic voice
The Results
Ranking Transformation After the 90-Day Onboarding Program
Keyword: “pressure washing waterloo”
Location: 133 pins across 3.73-mile radius around Waterloo, ON
Average Rank
Jan 21, 2026: 7.27
Jan 27, 2026: 2.19
Change: ↑ 5.08 positions
High Visibility (Rank 1–3)
Jan 21, 2026: 20%
Jan 27, 2026: 81%
Change: +305% increase
Medium Visibility (Rank 4–10)
Jan 21, 2026: 62%
Jan 27, 2026: 19%
Change: Shifted to High
Low / Out of Pack
Jan 21, 2026: 18%
Jan 27, 2026: 0%
Change: Eliminated
What This Means:
- From barely visible (avg. rank 7.27) to top 3 dominance (avg. rank 2.19)
- 81% of search grid now shows Keen 2 Klean in positions 1-3
- Zero “out of pack” results across entire service area
- Complete market coverage in Waterloo, Heidelberg, and surrounding areas
Client Testimonial
“Everything looks really good. I was very, very happy with it… The wording for the website really speaks to integrity and doing the job for the customer.”
—Keen 2 Klean
Why It Worked
Entity-Based Content Strategy
We built a semantic foundation using 700+ verified entities
Authentic Brand Voice
Unlike previous agencies, we captured Ken's actual service philosophy.
Technical Excellence
- Proper site architecture and canonical structure
- LocalBusiness schema markup
- Google Business Profile optimization with geo-tagged images
- Citation building across local directories
- Mobile-responsive design with clear CTAs
Seasonal Adaptability
When Ken identified winter post-construction cleaning opportunities, we pivoted strategy immediately while maintaining spring preparation for gutter cleaning seasonal surge.
Key Metrics:
- 305% increase in high-visibility rankings (top 3)
- Zero low/out-of-pack results across entire service area
- 100% client satisfaction after three failed agency relationships
- Authentic content that reflects actual business practices
Working with Merged Media
Contact Merged Media today to start your journey toward business growth and success:
Phone: +1 647-696-8329
Email: info@merged.ca
