How one unexpected client changed the way I think about Local SEO, Google Maps and Google Search Ads.
Sometimes, One Client Can Change the Way You Think
For a long time, I believed digital marketing was mainly for businesses like builders, hospitals, educational institutions and large companies.
I never really thought about small local businesses.
I assumed most of them got customers through word of mouth or local references.
But almost five years ago, one unexpected client completely changed my thinking.
Even today, whenever someone tells me,
“My business is too small for digital marketing.”
I immediately remember that phone call.
It taught me one important lesson.
No business is too small to be found online.
One Phone Call I’ll Never Forget
Almost five years ago, I was sitting in my office when I received a phone call.
The person on the other side said he was looking for SEO services.
As I usually do, I asked him about his business.
He replied,
“I provide funeral services.”
For a few seconds, I didn’t know what to say.
I politely told him that I would call him back later in the evening and ended the call.
After that, I shared the conversation with a few of my colleagues.
To be honest, we all smiled.
Not because we were making fun of the business.
It was simply because none of us had ever imagined someone promoting funeral services through digital marketing.
At that moment, I genuinely thought,
“Who searches Google for funeral services?”
But that question stayed in my mind for the rest of the day.
Curiosity Made Me Open Google
The more I thought about it, the more curious I became.
Instead of ignoring the enquiry, I decided to do some research.
I opened Google and searched for funeral services in Hyderabad.
To my surprise, I found several businesses already promoting their services online.
That made me dig a little deeper.
I opened Google Keyword Planner to check whether people were actually searching for these services.
Once again, I was surprised.
There were hundreds of searches every month for funeral service-related keywords.
The search volume wasn’t huge.
But it didn’t have to be.
Because those numbers told me something important.
People were already searching for these services on Google.
At that moment, I realised the enquiry wasn’t unusual.
My assumption was.
The Conversation That Changed My Perspective
Later that evening, I met the client.
The first thing I told him was,
“I have to be honest. When you first called me, I smiled because I never imagined funeral services would need SEO.”
He smiled back and said,
“Most people react the same way.”
Then he explained something that completely changed my perspective.
He said,
“People who are born and brought up in Hyderabad usually know where the cremation grounds are. They know whom to contact and how the process works.”
Then he asked me a simple question.
“But what about people who moved to Hyderabad from other states?”
I didn’t have an answer.
He continued.
Thousands of people move to Hyderabad every year for jobs and business.
If one of their family members passes away, they don’t know the local system.
They don’t know where the nearest cremation ground is.
They don’t know whom to call.
Naturally, they ask someone nearby.
Maybe a neighbour.
Maybe a watchman.
Maybe a security guard.
But in many apartment communities, even the watchmen and security staff are from different states.
They may not know either.
In such situations, people don’t have the time to ask around.
They simply take out their phone.
Open Google.
And search.
That was the moment I understood something I had never thought about before.
Sometimes, during the most difficult moments in life, Google becomes the first place people go for help.
One Conversation Taught Me a Bigger Lesson
That meeting changed the way I looked at digital marketing.
Until then, I believed SEO was mainly for businesses that wanted more traffic, more leads or more sales.
But this client made me realise something much bigger.
Every business solves someone’s problem.
Some businesses solve everyday problems.
Some solve business problems.
And some provide support during life’s most difficult moments.
The size of the business doesn’t matter.
If people are searching for your service online, your business deserves to be found.
That one conversation taught me a lesson that I still remember today.
No business is too small for digital marketing.
Our Digital Marketing Journey Started with Three Simple Things
After understanding his business, I decided to take up the project.
It wasn’t a big project.
It wasn’t a client with a huge marketing budget.
Even today, after almost five years, he pays me a very small monthly service fee.
But I never looked at it as a small project.
Because I had become curious.
I wanted to see whether digital marketing could actually help a business like this.
Looking back today, I’m happy I accepted that phone call.
Not because of the money.
Because of the lesson it taught me.
We Didn’t Start with Social Media
Many people think digital marketing starts with Facebook, Instagram or YouTube.
For this client, it was completely different.
Our goal wasn’t to make the business popular.
Our goal was much simpler.
When someone searched for funeral services, they should be able to find his business quickly.
That meant focusing on three important areas.
- Website SEO
- Google Business Profile (Google Maps)
- Google Search Ads
These three worked together to create his online presence.
Local SEO Helped People Find His Website
The first step was improving his website.
We identified the keywords people were actually searching for and started optimising the website around those searches.
Some people searched for funeral services.
Others searched for hearse vehicles.
Some searched for mortuary ambulance.
Different people used different words.
But they were all looking for the same solution.
That’s something many business owners don’t realise.
Customers don’t search using business language.
They search using the words that come naturally to them.
If your website answers those searches, Google has a better chance of showing your business.
That’s what SEO is really about.
Helping your business appear when someone is looking for the service you provide.
Google Business Profile Became Equally Important
Along with the website, we also worked on his Google Business Profile.
Many people still call it “Google Maps SEO.”
Personally, I think every local business should have a properly managed Google Business Profile.
Think about your own daily life.
When you want to find a nearby restaurant, what do you do?
You open Google Maps.
Need a medical shop?
Google Maps.
Looking for a mechanic?
Google Maps.
Need a car wash?
Google Maps.
Google Maps has become one of the easiest ways for people to discover local businesses.
Your business profile shows important information like:
- Phone number
- Location
- Reviews
- Photos
- Directions
- Business hours
Sometimes, that’s all a customer needs before making a call.
If your business doesn’t appear there, you’re missing a valuable opportunity.
SEO Takes Time. Businesses Can’t Always Wait.
One thing I’ve learnt over the years is this.
SEO is one of the best long-term investments a business can make.
But it doesn’t produce results overnight.
Google needs time to understand your website.
Your content needs time to build authority.
Your rankings improve gradually.
That’s how genuine SEO works.
Unfortunately, many local businesses cannot wait for six months to start getting enquiries.
They have daily expenses.
Employee salaries.
Office rent.
Vehicle maintenance.
They need customers today.
That’s where Google Search Ads become extremely useful.
Google Search Ads Filled the Gap
While our SEO work was progressing, we also started running Google Search Ads.
The reason was very simple.
If someone searched for “Funeral Services in Hyderabad”, we wanted his business to appear immediately.
Unlike SEO, Google Search Ads can start generating enquiries as soon as the campaign goes live.
Of course, every click costs money.
But for many local businesses, getting one genuine customer is far more valuable than worrying about the cost of a few clicks.
That’s why I don’t see SEO and Google Search Ads as competitors.
I see them as partners.
SEO builds your future.
Google Search Ads support your present.
Together, they create a much stronger digital marketing strategy.
Small Businesses Don’t Need Huge Marketing Budgets
One misconception I hear very often is,
“Digital marketing is only for large companies.”
After working with this client, I completely stopped believing that.
Most local businesses don’t need thousands of enquiries every month.
They don’t need millions of website visitors.
They simply need the right customers to find them.
Sometimes, just a few genuine phone calls every week can make a big difference.
That’s why I always tell small business owners,
You don’t need a massive marketing budget.
You need visibility.
A good website.
A properly managed Google Business Profile.
Positive customer reviews.
Local SEO.
And when required, Google Search Ads.
Sometimes that’s all it takes to start generating regular enquiries.
Behind Every Search Is a Real Person
Working with this client taught me something that no SEO course ever explained.
Behind every keyword is a human being.
When someone searches for a restaurant, they’re hungry.
When someone searches for a plumber, they probably have a leaking pipe.
When someone searches for a hospital, it’s usually urgent.
And when someone searches for funeral services, they’re going through one of the most difficult moments of their life.
As digital marketers, we often talk about search volume.
Traffic.
Rankings.
Clicks.
Conversions.
Those numbers are important.
But behind every search is someone looking for help.
The moment I started looking at SEO from that perspective, my entire approach to digital marketing changed.
I stopped thinking about rankings first.
I started thinking about people first.
And interestingly, that’s exactly what Google has been encouraging us to do for years.
Create content and websites that genuinely help people.
The Way People Find Local Businesses Has Changed
Sometimes I think about how we found local businesses twenty years ago.
If we needed a plumber, we asked our neighbours.
If we wanted a good restaurant, we asked our friends.
If we were looking for a mechanic, someone in the family usually knew a person.
Most local businesses grew through word of mouth.
And honestly, many of them still do.
But today, something has changed.
Before asking another person…
Most of us ask Google.
We Don’t Search Because Businesses Are Far Away
This is something I’ve noticed over the years.
People don’t always search because they don’t know a business exists.
Sometimes they search because it’s simply easier.
Take a simple example.
There might be a supermarket just two streets away from your home.
Yet many of us open zepto & Blinkit.
There may be a restaurant within walking distance.
Still, we order through Swiggy or Zomato.
Not because we can’t go there.
But because it’s convenient.
The same behaviour applies to local businesses.
Need an electrician?
Google.
Need a pest control service?
Google.
Need a flower shop?
Google.
Need a funeral service?
Google.
The business may be just a few kilometres away.
But people still search first.
That’s the world we live in today.
Convenience Is Changing Customer Behaviour
I don’t think people have become lazy.
I think people have become used to convenience.
Our mobile phone has become the easiest way to find almost everything.
Within a few seconds, we can compare businesses.
Read reviews.
See photos.
Check directions.
Call the business.
Without speaking to anyone else.
That’s why I believe every local business should have a digital presence.
Not because it’s a trend.
Because that’s where today’s customers begin their journey.
The Biggest Lesson I Learnt
When I first received that phone call, I thought I was getting another SEO enquiry.
I had no idea it would teach me one of the biggest lessons of my career.
That client made me realise something very simple.
No business is small.
Some businesses may have fewer customers.
Some may operate only within one locality.
Some may not have a huge marketing budget.
But if they solve a real problem, people will search for them.
And when people search…
They should be able to find them.
That is what digital marketing is really about.
Digital Marketing Is About Being Found
Many people think digital marketing is about getting thousands of followers.
Or making videos go viral.
Or ranking for hundreds of keywords.
Those things are nice to have.
But they are not the goal.
The real goal is much simpler.
Can the right customer find your business at the right time?
If the answer is yes…
Digital marketing is doing its job.
What Every Local Business Owner Should Remember
If you’re running a local business, here are a few simple lessons from my experience.
- Your customers are already searching online.
- Start with a simple, professional website.
- Create and maintain your Google Business Profile.
- Invest in Local SEO to build long-term visibility.
- Use Google Search Ads if you need enquiries immediately.
- Ask happy customers to leave genuine Google reviews.
- Most importantly, make it easy for people to contact you.
You don’t need to do everything at once.
Start with the basics.
Improve step by step.
Over time, those small improvements can make a big difference.
My Final Thoughts
Looking back today, I’m actually grateful that I answered that phone call.
If I had ignored it, I would have missed one of the most valuable lessons of my career.
For many years, I thought digital marketing was mainly for large businesses.
One client proved me wrong.
Today, whenever someone tells me,
“My business is too small for digital marketing,”
I remember that conversation.
Because I now know that the size of the business isn’t what matters.
The problem it solves is.
If people are searching for your service on Google…
Your business deserves to be there.
Whether you own a funeral service, a bakery, a flower shop, a salon, a tuition centre, a mechanic workshop or a small clinic…
Someone nearby is probably searching for exactly what you offer.
The only question is…
Will they find your business… or someone else’s?
Before I End…
This article isn’t really about funeral services.
It’s about changing the way I looked at digital marketing.
One unexpected client taught me something that no book, course or certification ever could.
Every business matters.
Every customer matters.
And every Google search represents someone looking for help.
As digital marketers, it’s easy to get excited about rankings, traffic and analytics.
But behind every search is a real person trying to solve a real problem.
The day I understood that, I stopped looking at SEO as just a marketing service.
I started seeing it as a way of connecting people with the businesses that can genuinely help them.
And I think that’s what good digital marketing should always be about.
Disclaimer: The story shared in this article is based on my real experience with one of my freelance clients. I’ve intentionally avoided mentioning the client’s personal details beyond what is already publicly available, as the purpose of this article is to share a lesson about digital marketing rather than discuss the client.