How We Helped a Charleston Plumbing Company 3X Their Monthly Calls with SEO

In just six months, a Charleston plumbing company tripled their monthly calls – from 47 to 142 – by implementing a targeted SEO strategy. Here’s how we made it happen:

• Local SEO Improvements: Optimized their Google Business Profile, added schema markup, and standardized NAP (Name, Address, Phone) details across 50+ directories.
• Keyword Targeting: Focused on high-intent, location-specific terms like “emergency plumber Charleston SC” and seasonal keywords like “frozen pipe repair Charleston.”
• Technical Fixes: Reduced site load time from 4.2 to 1.8 seconds, fixed broken links, and optimized for mobile users with click-to-call functionality.
• Content Strategy: Built service-specific pages, location-based content, and seasonal blog posts, driving organic traffic and addressing customer needs.

The results? A 202% increase in calls, 277% growth in website traffic, and $78,000 in additional monthly revenue. This case study proves that a well-executed SEO plan can deliver measurable business growth.

CASE STUDIES – Plumbing & HVAC SEO

Initial Assessment: Evaluating Current Performance

Our evaluation uncovered several obstacles preventing the business from capitalizing on growing market demand. These findings provided a solid foundation for crafting a focused improvement plan.

Running a Complete SEO Audit

We started with SearchX‘s free website audit tool to uncover technical issues affecting site performance. The results highlighted several critical SEO problems that were hampering effective crawling and indexing.

Key findings included slow mobile load speeds, broken internal links, a poorly configured robots.txt file, duplicate content, missing meta descriptions, lack of local schema markup, and a weak internal linking strategy.

The Google Business Profile audit revealed additional areas for improvement. The listing was missing updated business hours, well-defined service areas, and engaging photos. Furthermore, it had only a small number of reviews, emphasizing the need for a stronger local engagement approach.

With these technical gaps identified, we turned our attention to understanding how competitors were excelling in local SEO.

Reviewing Competitor Performance

We analyzed the top local competitors in Charleston’s map pack and organic search rankings to better understand the competitive landscape. This revealed that competitors were dominating search results for high-value service terms. Many were also utilizing a broader range of Google Business Profile categories to enhance their visibility – an area where our client was falling short.

A backlink analysis showed a significant authority gap. Competitors had cultivated strong local backlink profiles by securing links from trusted directories, community organizations, and local news outlets. In contrast, our client’s backlink profile was sparse. Competitors also stood out in content strategy, with localized service pages and regular blog posts addressing seasonal and common plumbing issues – opportunities our client had yet to explore.

In addition to these insights, we identified inconsistencies in local business listings as another critical challenge.

Checking Local Business Listings

Our audit of local business directories revealed widespread inconsistencies in the company’s Name, Address, and Phone (NAP) information. These discrepancies can confuse search engines and potential customers alike. The business was listed in only a handful of relevant directories, while competitors maintained extensive and accurate profiles. For example, the business was either missing or outdated on key platforms like Angie’s List and HomeAdvisor.

The Google Business Profile audit also highlighted missed opportunities. Competitors had richer visual content and actively used the posts section to showcase recent projects and timely updates. Meanwhile, our client’s profile was underutilized. Additionally, the company lacked a structured approach to collecting customer reviews, leading to a much lower review count compared to competitors who consistently encouraged feedback through follow-ups.

This thorough assessment confirmed that technical SEO issues were undermining search visibility, and gaps in local SEO execution were limiting the business’s competitiveness in Charleston’s digital landscape. Armed with these insights, we established a clear plan to address these weaknesses and set the stage for tripling monthly call volume.

Implementation: SEO Tactics That Delivered Results

After understanding the challenges faced by the Charleston plumbing company, we moved into action. Our approach centered on four key areas that boosted search visibility and brought in more qualified calls.

Improving Local SEO Elements

We started by building a strong local SEO foundation. This included adding local business schema markup to clearly outline service areas, operating hours, and contact details. To strengthen search engine trust, we standardized the company’s Name, Address, and Phone (NAP) details across more than 50 local directories.

Optimizing the Google Business Profile (GBP) was a major focus. We updated it with detailed business information, added high-quality photos of completed projects, and implemented a system for collecting customer reviews. In just one month, the review count jumped from 12 to 47, with an impressive average rating of 4.8 stars. To keep the profile engaging, we used Google Posts to feature recent emergency repairs and seasonal maintenance tips.

Once the local signals were in place, we shifted our attention to identifying the most relevant keywords.

Researching Target Keywords

Using SearchX’s keyword research tools, we uncovered high-intent, location-focused terms that Charleston residents were actively searching for. Keywords like "emergency plumber Charleston SC", "water heater repair Charleston", and "drain cleaning near me" struck a balance between search volume and competition.

We also targeted geo-specific terms such as "plumbing services Charleston SC", "Mount Pleasant plumber", and "West Ashley emergency plumbing" to capture highly relevant local traffic. Seasonal keywords like "frozen pipe repair Charleston" and "hurricane plumbing damage" were identified to align with specific times of the year. Additionally, long-tail phrases like "how to fix low water pressure Charleston" and "slab leak detection services" allowed us to address common customer concerns effectively.

Fixing Technical SEO Issues

Technical fixes played a crucial role in the SEO strategy. We optimized images, minified code, and implemented browser caching, cutting load times from 4.2 seconds to just 1.8 seconds.

The robots.txt file needed attention as well. The original setup was blocking search engines from accessing key service pages. By restructuring the file based on best practices (outlined in our robots.txt guide), we ensured search engines could properly crawl the site while still protecting sensitive areas.

Duplicate content was another issue. We resolved this by consolidating similar service pages using canonical tags and implementing redirects. At the same time, the internal linking structure was revamped, creating logical connections between related services to improve both site navigation and user experience.

Given Google’s mobile-first indexing policy, mobile optimization was essential. We enhanced the site’s responsive design and ensured click-to-call functionality worked flawlessly across all devices – critical for customers needing emergency services.

With the technical foundation in place, we turned to refining the company’s content strategy.

Building Targeted Content

To address the specific needs of Charleston homeowners, we developed detailed service pages for each major plumbing offering. These pages naturally incorporated local keywords while providing actionable insights into region-specific plumbing issues.

We also created FAQ sections based on real customer inquiries from call logs and online interactions. Questions like "Why does my water taste like sulfur in Charleston?" and "How to prepare plumbing for hurricane season in South Carolina?" empowered users with helpful information, reducing the number of basic inquiry calls.

Blog content became a key driver of seasonal traffic. For example, our post "Complete Guide to Charleston Water Heater Maintenance" brought in over 200 organic visits in its first month and directly led to 15 service calls. Additionally, neighborhood-specific pages for areas like Mount Pleasant, West Ashley, and North Charleston allowed us to connect with local audiences and address their unique needs.

All content was optimized with local schema markup and seamlessly tied to the company’s service areas. This comprehensive approach ensured search engines could easily understand and rank the content, leading to measurable growth in call volume.

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Results: Measurable Growth and Business Impact

With a well-executed SEO audit and customized strategies, the Charleston plumbing company saw its monthly calls triple and key metrics soar. Within just six months, the business experienced substantial growth across all measurable performance indicators.

Before and After Performance Data

The numbers tell the story. Monthly call volume skyrocketed from 47 calls in January 2024 to 142 calls by July 2024 – a 202% increase, translating to an additional $78,000 in monthly revenue.

Organic website traffic surged by 277%, while technical improvements reduced load times from 4.2 seconds to 1.8 seconds. Bounce rates also dropped significantly, falling from 68% to 34%.

Local SEO optimization played a major role in improving Google Business Profile metrics. Monthly profile views jumped from 890 to 3,420, and direction requests increased by 287%. Reviews also saw a notable boost, climbing from 12 to 73 while maintaining a stellar 4.8-star average rating.

Key Performance Metrics

Each improvement reflects the impact of targeted local SEO strategies, from keyword research to technical fixes. Visibility in local search results improved dramatically, with the company appearing in Google’s Local Pack for 18 keywords – up from just 2. For instance, "emergency plumber Charleston SC" moved from position 52 to position 3, and "water heater repair Charleston" climbed from position 41 to position 2.

Organic search proved to be a vital driver, accounting for 78% of all calls. Mobile traffic also played a key role, with 61% of visitors using mobile devices. The addition of click-to-call functionality was a game-changer, as mobile users were 2.7 times more likely to contact the company directly from search results.

"The best ways to measure local SEO success is by tracking conversions. No business invests in an SEO campaign just to grow their traffic; they want more leads for an ROI." – Ben Duffy, Client Development Manager at Quirky Digital

Revenue data further highlighted the success of the campaign. Emergency service calls increased by 340%, while seasonal content targeting topics like hurricane preparation and winter pipe protection generated 89 extra service calls, adding approximately $23,000 in revenue.

Enhanced engagement through profile optimization led to a 35% increase in website clicks and a 42% rise in direction requests. This aligns with broader industry trends showing that businesses with active profiles and photos attract significantly more engagement. Regular posts featuring seasonal maintenance tips and emergency repair advice kept the profile dynamic and appealing to potential customers.

The company also expanded its geographic reach, receiving calls from areas like Mount Pleasant and West Ashley. Neighborhood-specific pages contributed to 31% of new customer acquisitions, reducing reliance on the immediate service area and unlocking fresh revenue opportunities.

Unlike paid advertising, which stops delivering results once spending ends, these SEO-driven gains have proven to be sustainable. The consistent call volume and increased visibility demonstrate the long-term benefits of a robust SEO strategy, ensuring continued growth well beyond the initial campaign period.

This success story underscores the value of a focused SEO approach and provides actionable insights for other service businesses looking to achieve similar results.

Key Takeaways and Practical Tips for Service Businesses

Drawing from the detailed case study, here are some focused insights and practical tips to help service businesses thrive. These strategies emphasize actionable local SEO techniques tailored for service-based industries.

Most Effective Local SEO Tactics

Optimizing your Google Business Profile is a cornerstone of local SEO. With nearly half (46%) of all internet searches carrying local intent, claiming and fine-tuning your profile is non-negotiable. In the case study, strategic profile updates significantly boosted engagement and customer inquiries.

To make the most of your profile:

• Ensure all information is accurate and up-to-date.
• Add high-quality images showcasing your services.
• Share regular posts about your offerings or updates.

Using local business schema markup is another effective tactic. This structured data helps search engines display rich results, such as business hours, contact details, and service areas, making your business more accessible to potential customers.

Consistency is key when it comes to NAP information (Name, Address, Phone number). Ensure these details are uniform across all online platforms. Additionally, creating location-specific landing pages can attract customers from targeted neighborhoods. These strategies were instrumental in driving the growth highlighted in the case study.

"Ensuring content relevance for local SEO isn’t just about keywords; it’s about providing value and being an authoritative resource in your locality."

Don’t overlook mobile optimization. With 76% of people searching for local businesses on their phones visiting a store the same day, having a mobile-friendly website is critical. Features like click-to-call buttons can further enhance user engagement.

DIY Local SEO Tips

Service businesses can apply many of these strategies without needing advanced technical skills. For starters, keep your Google Business Profile fresh by regularly uploading new photos and posting updates about seasonal services or emergency availability.

Focus on targeting service and location-specific keywords (e.g., "emergency plumber [city]" or "water heater repair [neighborhood]"). If you’re unsure where to start, our keyword research service can help identify high-value terms to improve your rankings.

Addressing technical SEO issues is equally important. Test your website regularly to ensure it’s mobile-friendly and functional.

Review management plays a vital role in building a strong reputation. Encourage happy customers to leave reviews and respond professionally to all feedback – positive or negative. Additionally, creating content around local or seasonal topics can attract consistent traffic and new inquiries.

Building local citations by listing your business on reputable directories is another way to increase visibility and authority. But remember, consistency in these listings is crucial for success.

Why Continuous Monitoring Matters

SEO isn’t a one-and-done effort – it requires ongoing attention. As search engine algorithms and user behaviors change, keeping a close eye on performance is essential to maintaining and improving your rankings.

Track key metrics like organic traffic, keyword rankings, and conversion rates. Regular monitoring allows you to adjust your strategy in line with evolving trends and customer needs.

"All great maintenance programs are underpinned by regular monitoring of organic traffic, keyword rankings, and conversion rates, allowing you to identify and address performance changes." – Scott Zimmerman, Associate Director of Technical SEO, NP Digital

Perform periodic content audits to refresh outdated information and find optimization opportunities. Use tools like Google Search Console to conduct regular technical audits and catch potential issues early.

Competitor analysis can also uncover new keyword opportunities or gaps in your market. For more on this, check out our competitor SERP rankings guide.

Finally, unlike paid ads that stop delivering results as soon as the budget runs out, SEO offers long-term benefits. By maintaining consistent efforts and regular monitoring – like in the case study – you can achieve sustained traffic growth and a strong return on investment.

Conclusion: Converting SEO Efforts into Business Growth

The story of this Charleston plumbing company demonstrates how a well-thought-out SEO strategy can directly fuel business growth. Their 3x increase in monthly calls didn’t happen by chance – it was the result of a targeted local SEO approach.

The foundation of their success lay in recognizing that nearly half of all Google searches – 46% to be exact – are local. For home services like plumbing, this is a game-changer. By optimizing their Google Business Profile, incorporating local schema markup, and crafting location-specific content, they successfully captured local search traffic.

What sets this strategy apart is its focus on measurable outcomes. Unlike traditional marketing, where results can be murky, their SEO efforts delivered clear, trackable gains. The spike in call volume directly correlated with improved search rankings and heightened local visibility.

Technical upgrades also played a pivotal role. By addressing site speed issues and ensuring mobile responsiveness, they created a solid infrastructure that search engines could easily navigate. This technical groundwork amplified the impact of all other optimization efforts.

On top of these improvements, their content strategy stood out as a major driver of success. By creating service-specific pages, location-targeted content, and practical resources, they not only boosted search rankings but also met the real needs of their customers. This approach attracted organic traffic from people actively searching for plumbing services in Charleston.

Another key takeaway is the importance of ongoing effort. SEO isn’t a one-and-done deal. Search algorithms shift, and competition grows fiercer, making regular monitoring and updates essential for sustained success.

For service-based businesses aiming to achieve similar results, the lesson is clear: SEO requires patience and consistency. While paid ads might deliver short-term results, organic search visibility builds lasting value over time.

"A good SEO strategy pays off in the long run, bringing in customers consistently without having to rely solely on ads."

• Strato Doumanis, Chief Technology Officer and Creative Director of MediaCutlet

The 3x increase in calls is proof of SEO’s ability to drive revenue. By reaching potential customers exactly when they need plumbing services, this company turned search visibility into real business growth.

This case study reinforces the critical role of local SEO in capturing high-intent traffic and building long-term value. With the right strategy, consistent effort, and a commitment to ongoing optimization, service businesses can elevate their online presence and achieve sustainable growth. The Charleston plumbing company’s journey serves as a roadmap for other local service providers looking to achieve similar success.

FAQs

What local SEO strategies helped the Charleston plumbing company triple their monthly calls?

When it came to improving local SEO, the strategies that made the biggest difference included fine-tuning their Google Business Profile (previously known as Google My Business), developing service pages specifically for their location, and earning high-quality local backlinks. On top of that, creating content that resonated with the Charleston community helped them engage local customers and show up more prominently in search results. Together, these efforts led to a noticeable increase in call volume by effectively reaching the right audience.

How did the content strategy help increase organic traffic and service calls?

The content strategy was a major factor in driving growth for the plumbing company, focusing on SEO-optimized, audience-specific content. By addressing common customer concerns and frequently asked questions, the strategy not only improved search engine rankings but also attracted more qualified leads and increased organic website traffic.

This boost in online visibility translated directly into a noticeable rise in service calls. The approach relied on key tactics like smart keyword integration, refining local SEO efforts, and crafting content that matched customer intent. These steps ensured the business gained a competitive edge in local search results.

Why is regular SEO maintenance essential for long-term business success, and what should you focus on?

Regular SEO maintenance plays a crucial role in keeping your business visible in search results, adapting to algorithm changes, and consistently connecting with your target audience. Neglecting this ongoing work can lead to slipping rankings, reduced traffic, and missed opportunities to grow.

Here are some key areas to prioritize:

• Website health: Keep an eye out for broken links, slow page speeds, and other technical hiccups that could hurt user experience or search engine rankings.
• Keyword performance: Regularly monitor how your keywords are performing and tweak your strategy to stay aligned with search trends.
• Backlink profile: Focus on maintaining high-quality backlinks while steering clear of any links that could harm your site’s credibility.
• Content updates: Update outdated content and introduce fresh, engaging material to keep your site relevant and appealing.

By staying ahead of these tasks, you can safeguard your online presence and support long-term growth.

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