Case Study: Benson & Co Security – Palmerston North
From the Bottom of Google to Ranking #1–2 in Just 30 Days
Client: Benson & Co Security
Location: Palmerston North
Industry: Locksmithing & Security
Services Used: Google Business Profile Optimisation (Business Growth Pack)
Background
Benson & Co Security is one of Palmerston North’s highest-rated locksmithing providers, with over 50+ 5-star Google reviews and a reputation for fast, reliable service.
Despite this, the business was buried at the bottom of Google Maps, outranked by competitors with fewer reviews and weaker credibility.
Sam Brown, owner of Benson & Co Security, was working with a large Auckland-based provider — but communication was slow, updates were unclear, and results simply weren’t there.
He knew his business should be performing far better online.
The Challenge
Even with outstanding customer feedback, Benson & Co Security struggled with:
• Low visibility on Google Maps
They weren’t appearing for core terms like “Locksmith Palmerston North” or “Emergency Locksmith,” despite having more reviews than competitors.
• Poor optimisation from previous provider
Important Google Business Profile elements were missing or incomplete, including service categories, keywords, and key ranking signals.
• No clear reporting or strategy
Sam wasn’t receiving meaningful updates, making it impossible to understand what work was being done or why results weren’t improving.
Sam needed a partner who could show real expertise, explain what needed to be fixed, and take ownership of the results.
Our Approach
When Sam met with Bevan from Online New Zealand, the focus was on transparency, proof, and a clear plan for improving visibility.
Step 1 — Full Google Business Profile Audit
We identified major optimisation gaps:
Incorrect category setup
Missing service areas
Only a handful of services listed instead of the recommended 200+
Weak business description
No keyword structure
Low engagement signals
No regular posts or updates
Step 2 — Complete Profile Rebuild
We rebuilt and optimised every element of the profile, including:
20 targeted service areas
200+ locksmith-related services & keywords
Multiple high-intent categories
A professionally written, keyword-rich business description
Review response optimisation
Weekly Google updates
Directory consistency across 48 NZ websites
Step 3 — Consistent Activity & Monitoring
We managed weekly posting, updated keywords, added new services, and monitored ranking shifts through heatmaps and keyword tracking tools.
The Results (Within 30 Days)
Benson & Co Security saw a dramatic improvement almost immediately:
🚀 Ranking #1–2 for high-value search terms:
Locksmith Palmerston North
Emergency Locksmith
24/7 Locksmith
House Lockout Service
Key Cutting Palmerston North
Commercial Locksmith
And dozens of additional service-related keywords.
📈 Significant visibility boost
Their Google coverage expanded from a small pocket of visibility to dominating the map pack across most of Palmerston North.
📞 Increased enquiries & bookings
Higher visibility translated into more calls, more emergency jobs, and more regular day-to-day work.
⭐ Consistent Reporting & Communication
Sam now receives monthly performance reports, ranking updates, and clear communication — something he never had previously.
