Case Study · Plumbing Services
Growing Local SEO for a Plumbing Company in Victoria, BC
A Victoria plumbing company had an online presence but wasn't targeting the local service keywords that actually bring in leads. Over a 3-month campaign, search visibility grew from 0.8% to 20.8%, organic sessions rose 52.3%, and the site landed 20 keywords in Google's Top 10.
0.8% → 20.8%
Search visibility
1 → 20
Keywords in Top 10
+42
Average positions gained
+52.3%
Total sessions
The Challenge
An online presence that wasn't built for local search
The client wanted to improve visibility for high-intent plumbing searches in Victoria while increasing qualified leads, but the site wasn't effectively targeting local service keywords, and several technical and on-page opportunities were limiting its growth.
- Limited visibility for high-intent plumbing service keywords.
- Few locally optimized service pages.
- Weak keyword coverage compared to local competitors.
- Technical SEO issues affecting crawling and indexing.
- Google Business Profile required verification and optimization.
- Website layout needed improvements to convert visitors into leads.
What We Did
Building a local SEO foundation for search and AI visibility
Keyword Research & Competitor Analysis
Analyzed local competitors to identify high-value service opportunities, content gaps, and ranking opportunities as the foundation for the strategy.
Built Strategic Service Pages
Created dedicated service pages targeting high-intent local searches, expanding keyword reach across commercial plumbing services in Victoria.
Optimized Content for Search & AI Visibility
Expanded topical coverage, added relevant entities, improved semantic relevance, and strengthened content for AI-powered search experiences.
Improved Conversion Rate Optimization
Redesigned key landing pages, optimizing content hierarchy, call-to-action placement, user flow, and overall page layout to encourage more inquiries.
Added Structured Data
Implemented structured data across key pages to help search engines understand the business and improve eligibility for rich results and AI visibility.
Improved Technical SEO
Resolved crawling and indexing issues, improved internal linking, optimized metadata, and strengthened overall website health.
Optimized Google Business Profile
Verified the profile and completed business information, optimized categories, and strengthened local relevance.
Built Local Citations
Created high-quality business listings and local citations while maintaining consistent business information across trusted directories.
Results After 3 Months
Rankings and traffic across the board
Search Visibility
0.8% → 20.8%
+20 pts
Keywords in Top 3
1 → 13
+12
Keywords in Top 10
1 → 20
+19
Keywords in Top 30
5 → 24
+19
Keywords in Top 100
6 → 24
+18
Average Ranking Positions
Site-wide movement
+42 positions
Total Sessions
281 → 428
+52.3%
Engaged Sessions
146 → 222
+52.1%
Event Count
1,906 → 2,579
+35.3%
Notable Keyword Improvements
First-page rankings within three months
- water heaters repair near me → #1
- plumbing repair services near me → #1
- licensed backflow tester near me → #1
- kitchen plumbing services near me → #1
- bathroom plumbing renovations → #1
- plumber repairs near me → #2
- water heaters installers near me → #2
- plumbing leak repair near me → #2
- kitchen renovation plumbing → #2
- toilet repair near me → #3
Business Impact
More traffic, more engagement, more inquiries
- Search visibility increased from 0.8% to 20.8% within three months.
- The website gained 20 keywords in Google's Top 10, with 13 ranking in the Top 3.
- Organic sessions increased by 52.3%, while engaged sessions grew by 52.1%.
- Total user interactions increased by 35.3%, indicating stronger engagement and improved conversion opportunities.
- Multiple high-intent plumbing keywords reached the first page of Google, increasing visibility for customers actively searching for plumbing services in Victoria.
- Technical SEO improvements, optimized service pages, structured data, Google Business Profile optimization, and local citations created a strong foundation for continued organic growth.
Why This Worked
Instead of focusing on a small set of keywords, we developed a comprehensive local SEO strategy based on search intent and competitor research. Creating dedicated service pages significantly expanded keyword coverage, while optimized content and structured data improved visibility across both Google Search and AI-powered search experiences.
Technical SEO improvements ensured the website could be crawled and indexed efficiently, while Google Business Profile optimization and local citations strengthened the company's local presence. Within three months, the campaign delivered substantial ranking improvements, increased engagement, and a strong foundation for long-term organic growth.
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