Local SEO Case Study: Advanced Plumbing & Drain

Increase local visibility for "Plumber" keywords and generate more leads from Google Business Profile (GBP) and organic search results.

Business Name

Advanced Plumbing & Drain

Location

San Francisco, CA

Industry

Plumbing Services

Timeframe

Campaign started on May 27, 2023.

Current Status

Running

Dealing Type

Contractual

Background and Challenges

When the campaign began, Advanced Plumbing & Drain faced several challenges:

  • No Keyword Rankings: The website had no visibility in search engine results for relevant local plumbing keywords.
  • GBP Underperformance: The Google Business Profile had incomplete service information and lacked optimization for local relevance.
  • Weak On-Site SEO: There were no location-based service pages, and the website wasn’t structured to target local audiences effectively.

Minimal Backlink Profile: The business lacked quality local backlinks and citations.

Our Working Process
Phase 1 (Month 1-2)

GBP optimization and foundational on-site SEO updates.
Phase 2 (Month 3-4)

Creation of location-based pages and regular blog posts to target specific local keywords.
Phase 3 (Month 5-6)

Focused on local link building and citation management while monitoring rankings and making adjustments.
Local SEO Audit

Strategy and Approach

We conducted a thorough audit to identify opportunities for improvement in the GBP, website content, backlinks, and technical SEO.

1.

Google Business Profile Optimization

  • Updated business information (NAP: Name, Address, Phone).
  • Added relevant services like "Drain Cleaning," "Emergency Plumbing," and "Water Heater Installation."
  • Enhanced the profile with high-quality images, weekly posts, and customer reviews.

2.

On-Page SEO Enhancements:

  • Optimized meta titles and descriptions with local keywords (e.g., "Plumber in San Francisco").
  • Improved internal linking structure.
  • Added local schema markup for better search engine understanding

3.

Content Creation

  • Created location-based service pages targeting San Francisco and surrounding areas.
  • Published regular blog posts on topics like "How to Prevent Drain Clogs in San Francisco Homes" and "Signs You Need a Professional Plumber."

4.

Local Link Building and Citations

  • Built citations in relevant directories like Yelp, Angi, and Houzz.
  • Secured backlinks from local websites and community organizations.
  • Cleaned up NAP inconsistencies in existing listings.
Results

After six months

After six months of focused Local SEO efforts, the following improvements were achieved:

1.

Google Business Profile Optimization

  • Significant improvement in GBP rankings for "Plumber" as visualized in the BrightLocal Search Grid:
    • Before: Most rankings were in positions 9–16, with limited visibility across San Francisco.
    • After: Dominance in rankings, with several areas achieving position 1, and other regions showing top-3 results.

2.

Keyword Rankings

  • From no initial rankings, Advanced Plumbing & Drain now ranks on the first page of Google for high-intent keywords like:
    • "Plumber in San Francisco"
    • "Emergency Plumbing Services San Francisco"
    • "Drain Cleaning SF"

3.

Traffic and Engagement

  • Organic Traffic: Increased by 200% (as measured via Google Analytics).
  • GBP Engagement:
    • Calls: Grew by 150%.
    • Direction Requests: Increased by 100%.

4.

Revenue Impact

The improved rankings and visibility generated a noticeable boost in leads, with monthly calls and job inquiries doubling.

Challenges

Challenges and Lessons Learned

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Challenges

  • Competition: The San Francisco area has a high density of plumbing services, requiring a strategic focus on hyper-local SEO.
  • Technical SEO Adjustments: Initial website speed issues impacted user experience and rankings but were resolved through optimizations.

Lessons Learned

  • Continuous monitoring and updates to GBP play a critical role in maintaining high rankings in competitive markets.
  • Creating localized content that addresses common customer pain points is key to improving engagement and conversions.

Future Recommendations

  • Expand location-based pages to target nearby cities.
  • Leverage video marketing (e.g., "Plumbing Tips for San Francisco Homes") for additional visibility.
  • Continue building relationships for local backlinks to sustain competitive advantage.

Conclusion

The Local SEO campaign for Advanced Plumbing & Drain transformed its online visibility:

  • Achieved #1 rankings in several San Francisco neighborhoods for "Plumber."
  • Boosted lead generation and revenue through improved GBP engagement and organic traffic.