PlumbGas – A local case study

The Client

PlumbGas are a local business based in Stafford, providing plumbing and heating services to Stafford and the surrounding areas. From plumbing repairs and boiler services to bathroom fittings and more, they’ve offered their broad range of services for 11+ years. 

Despite their success over the years, PlumbGas wanted to grow its brand awareness to expand its clientele by creating a stronger local online presence.

400% increase in Goal Conversions in the first month

The Brief

PlumbGas approached us for help improving their local online presence in search engine results. Their main aim was to increase overall organic traffic in order to boost the number of leads that come through their website.

The Solution

We first discussed what their goals were, for both the long and short term. In doing so we gained an idea of the return PlumbGas wanted to achieve from their marketing activity, allowing us to plan what marketing tactics and local SEO best practices needed implementing.

The first step was to carry out an in-depth SEO audit to gauge what state of SEO health their website was in. We were then able to create a bespoke local SEO plan to tackle the issues highlighted, based on the following three sections:

  • Technical SEO
  • On-Page SEO
  • Off-Page SEO

Technical SEO

The Technical SEO element of our work for PlumbGas focused on many components including:

  • Improving website speed
  • Implementing 301 redirects
  • Fixing XML sitemap issues amongst others

Technical SEO is the foundation of any SEO strategy and, whilst often overlooked, is extremely important for ensuring your website has a good SEO basis in place, for high SERP (Search Engine Results Page) rankings.

For instance, if search engine crawlers can’t navigate their way around the site, then this can be one of the reasons your site may not be ranking well or worse, not ranking at all.

On-Page SEO

The next step was to carry out on-page local SEO activities. This included completing fresh keyword research to allow us to refocus the website copy around targeted local search terms.

We also made sure there was a solid header structure in place so that search engines could easily understand the content on the page and also, what the website is about. This then allowed search engines to improve the keyword rankings in local SERPs (Search Engine Results Pages).

Other on-page SEO tasks that we completed included:

  • Creating optimised on-page copy
  • Improving meta titles and meta descriptions inline with new localised keyword research
  • Optimising image alt tags
  • Restructure URLs to follow usability and SEO best practices
  • Implement the correct use of header tags throughout the site

Off-Page SEO

Finally, we carried out off-page SEO activities. These included auditing the client’s and competitor’s backlink profile to scout outreach opportunities. The purpose of SEO Outreach is to build links to a website to help enhance its organic visibility on search engines such as Google.

By using our outreach programme, we were able to increase the number of quality backlinks to the PlumbGas website which increased the Domain Authority.

Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how well a website will rank on SERPs.

The DA of PlumbGas increased from 11 to 14.

The Outcome

#1: Improvements in Keyword Rankings

As a result of the SEO Activities that we carried out, there has been an increase in the number of keywords that are ranking.

886% increase in Search Visibility in the first 4 months

Keywords that were already ranking saw a positive boost in their positions in SERPs ultimately leading to an increase in enquiries not only via the website but also by phone.

Keyword PositionsStart Pos.MARAPRMAYJUNJUL
stafford plumbers131110555
stafford plumbing25141312
plumbers near me557
boiler service stafford26263813127
boiler repair stafford2020171765

Good To Know: Keyword rankings can fluctuate massively, especially if your keywords are off page 1 and have been for a while. It can take months for keywords to settle and consistently appear on page 1. However, as you can see, lots of positive increases have happened since the original start position to the current month.

#2: Higher Number of Conversions

The increase in organic traffic meant that there was also an increase in goal conversions, in particular, phone calls.

34 phone calls in total were generated through organic search results.

Chart showing the sharp increase in goal completions since carrying out SEO activities.
Chart showing the sharp increase in goal completions since carrying out SEO activities.

#3: Increase in Impressions by

The positive effects of the keyword rankings have increased the number of impressions the website had in SERPs. This means that the PlumbGas website is made visible to a larger audience increasing the opportunities of clicks through to the site.

296% increase in impressions on search engines

Testimonial

PlumbGas Admin Team

“We approached Kanuka Digital in February this year and the work they have done for us has been great. The team are very friendly and supportive especially Joe, Lee and Andy, helping us with anything we need.

We have had our website updated, merchandise created, our SEO improved and more. We have noticed the difference they have made for us as we are gaining more business. Thank you to all at Kanuka Digital.

Send us a message

To find out how Kanuka Digital can help with your online marketing activities such as Search Engine Optimisation get in touch.


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