Plumbing (Drain Cleaning) Case Study: 166% Search Traffic Improved in 7 Months...
In November 2022, a drain cleaning business partnered with us to tackle critical SEO issues and boost online visibility. The first month focused on foundational work, including restructuring the website and setting up a clear SEO plan. Over the next several months, we executed a targeted SEO strategy that drove significant improvements in organic traffic, keyword rankings, and local pack visibility.
The Challenge
- Duplicate Location Pages: Over 220 location pages were created with identical content, only changing the city name. This led to a massive duplicate content issue.
- Poorly Designed Service Pages: The service pages resembled basic blog posts, lacking CTAs, structured content, and professional design, which failed to convert visitors.
- Missing On-Page SEO: Basic on-page SEO elements, such as optimised meta titles, descriptions, and headers, were missing, limiting the site’s ranking potential.
- Lack of Technical SEO: Critical elements like schema markup were absent, affecting the website’s visibility in local search results and its ability to communicate effectively with search engines.
The Solution
- Content Restructure: All 220 duplicate location pages were removed and replaced with consolidated, unique location pages, improving relevance and reducing duplicate content issues.
- Service Page Redesign: Service pages were redesigned with clear CTAs, structured content, and a user-friendly layout to improve engagement and conversion rates.
- On-Page SEO Optimisation: Meta titles, descriptions, headers, and internal linking were optimised across key pages, with targeted keywords strategically placed for better rankings.
- Technical SEO Implementation: Schema markup for local businesses was added, and technical errors were resolved, improving crawlability and local search visibility.
There was a 166.73% increase in organic traffic in the first 7 months.
The Biggest Challenge We Had To Overcome
The business faced several critical SEO challenges:
Duplicate Location Pages: Over 220 duplicate location pages had been created by the previous agency, using identical content with only city names changed. This led to a major duplicate content issue, harming overall SEO performance and generating zero traffic.
Poorly Designed Service Pages: The service pages resembled blog posts, lacking proper calls-to-action (CTAs), structured content, or engaging design. They were unappealing and failed to convert visitors into leads.
Missing On-Page SEO: Fundamental on-page SEO elements like meta tags, headers, and internal linking were incomplete or poorly optimised, limiting the site’s ranking potential.
Lack of Technical SEO: Basic technical SEO elements such as schema markup were missing, affecting search engine communication and visibility in local search results.
The Process
The Solution
To address these challenges, we implemented the following solutions:
1. Content Restructure:
- Removed all 220+ duplicate location pages.
- Created consolidated location pages with unique, engaging, and locally targeted content to improve relevance and rankings.
2. Service Page Redesign:
- Redesigned service pages with user-friendly layouts, clear CTAs, and visually appealing designs.
- Focused on creating structured content to improve user engagement and conversions.
3. On-Page SEO Optimisation:
- Optimised meta titles, descriptions, headers, and internal links for key pages.
- Conducted in-depth keyword research and strategically implemented keywords for better local search intent alignment..
4. Technical SEO Fixes:
- Added schema markup for local businesses, improving local search visibility.
- Fixed technical errors to improve site crawlability and performance.
Organic Traffic Growth
From December 2022 to June 2023, the website saw a 166.73% increase in users (from 493 to 1,315) and a 161.56% increase in sessions (from 653 to 1,708).
This growth reflects the success of technical fixes, on-page optimisation, and content restructuring. The steady improvement in traffic over seven months demonstrates how addressing foundational issues can unlock significant organic growth.
Local Pack Keyword Ranking
Local pack visibility became a key highlight of this project. By August 2023, the business ranked #1 in Google Local Finder for high-volume keywords such as:
- “Hydro jetting near me”
- “Drain cleaning services”
- “Sewer and drain cleaning company”
This improved local pack performance drove an increase in local leads and customer inquiries, making the business a preferred choice in its service areas.
Organic Keywords Growth
The website achieved remarkable growth in overall keyword rankings by August 2023:
- 183 keywords ranked in position #1, dominating high-priority search terms.
- 30 keywords ranked in positions #2-3, maintaining strong visibility on search engine results pages (SERPs).
- 49 keywords ranked in positions #4-10, reflecting consistent improvements across competitive terms.
This growth represents a substantial shift from the starting point, where most keywords were either unranked or in low positions. Additionally, over 95% of the rankings targeted localised terms, showcasing the success of the tailored local SEO strategy.
Final Word
This case study illustrates the transformative impact of a strategic and well-executed SEO plan. By addressing duplicate content issues, redesigning service pages, implementing technical SEO, and focusing on local relevance, we delivered impressive results for the client.
Organic traffic more than doubled, keyword rankings soared, and local pack visibility positioned the business as a leader in its area. Our transparent approach, focusing on genuine challenges and proven solutions, highlights how even struggling websites can achieve sustainable growth with the right strategy.
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