Gobiya Case Studies > Local SEO & Site Rebuild
How American Livescan tripled bookings & calls with a site rebuild and local SEO.
Website redesign · Legacy migration · Google Business Profile · Service-specific landing pages · Content engine
We rebuilt for speed and for booking, not just for traffic. A faster, cleaner site captured the local searches, service-specific pages made each offering findable, and an optimized Google Business Profile turned 'near me' visibility into calls, walk-ins, and appointments — 3x more of them.
The numbers that run the business.
*Period: last 6 months vs. prior 6 months.
A high-volume local service buried on an aging website.
American Livescan is a high-volume Live Scan fingerprinting and background-check provider in Los Angeles, serving walk-in customers, online bookings, and mobile appointments across the area.
But the business was running on an aging website built on legacy .htm and .html pages — slow, hard to update, and architecturally incapable of competing for the "near me" searches that drive a local, walk-in service.
For a business where most customers are searching on a phone, in a hurry, and ready to walk in or call, that's a direct revenue problem: every visitor who couldn't quickly find a location, see services, or tap to book was a lost appointment.
Client Overview
- Client
- American Livescan
- Location
- Los Angeles, CA
- Services
- Live Scan fingerprinting, passport photos, background checks
- Engagement
- Site rebuild · GMB · Local SEO · Content engine
- Vertical
- Government services · Local search
Four decisions that turned a legacy site into a booking engine.
Full site rebuild & migration
We replaced the legacy .htm/.html site with a modern, fast, clean-URL architecture — and migrated carefully so every page's search equity transferred to the new URLs instead of being lost in the switch.
Service-specific landing pages
We built dedicated pages for each service line — Live Scan fingerprinting, mobile fingerprinting, passport photos, background checks — so each could rank on its own merits instead of being buried under one generic homepage.
Google Business Profile optimization
We tightened the local profile and signals that drive map-pack visibility, calls, and walk-ins — the channel that matters most for a same-day, in-person service like Live Scan.
Content engine & topical authority
We launched an insights hub targeting high-intent questions: California record-sealing under SB 731, cannabis screening law, REAL ID, passport-photo rejections — building topical authority and capturing informational traffic ready to convert.
The numbers that run the business.
Walk-in traffic grew 30%, while online appointments and phone calls each grew 3x. These gains came primarily from the rebuild and GMB optimization.
Organic clicks grew a healthy 47% over the same window, but the outsized lift in calls, walk-ins, and bookings came from converting that visibility far more effectively — a faster site, clearer paths to book and call, and a local profile engineered to turn a "live scan near me" search into someone walking through the door.
Every walk-in keyword moved.
The terms that produce actual foot traffic all improved — from no visibility to page one for the highest-intent queries.
Passport photos: from invisible to page one.
The passport-photos page went from effectively invisible at position 55.8 to page one (position 10) — from 1 click to 79 — opening a service line that wasn't competing at all before the rebuild.
American Livescan also holds #1–2 for its brand searches with a 15%+ click-through rate — the local-brand dominance that a high-volume walk-in service is built on.
The rebuilt service pages (live scan fingerprinting, mobile fingerprinting, background check) and the insights articles are already ranking on page one or close to it — a pipeline of visibility set to convert into clicks as they mature.
Why it worked
We rebuilt for speed and for booking, not just for traffic.
A faster, cleaner site captured the local searches. Service-specific pages made each offering findable. And an optimized Google Business Profile turned "near me" visibility into calls, walk-ins, and appointments — 3x more of them.
A Note on the Data
Total search impressions dropped from 149K to 120K — and it's a healthy signal. The drop is almost entirely the retirement of legacy pages: old URLs shed their impressions as the site migrated. In their place, the new architecture ranks higher (avg. position improved 5 spots), earns clicks at a far better rate (CTR 0.3% → 0.5%), and drives 47% more traffic from fewer, better-qualified impressions.
Phase Two Focus
Pushing the live-scan, mobile, and background-check pages from the bottom of page one into the top three — where the bulk of "near me" clicks actually happen.
CTR Improvement
Average position also improved 5 spots: 20.8 → 15.8
Every service line now has its own rankable presence.
Live Scan Fingerprinting
Page 1 ranking
Mobile Fingerprinting
Page 1 ranking
Passport Photos
Pos. 55 → Pos. 10
Background Checks
Climbing to top 3
"[Client testimonial — a one- or two-sentence quote from American Livescan about the increase in calls and walk-ins.]"
More Client Wins