Home Services SEO Case Study - 4x More Leads
A family-run plumbing company with zero online presence came to us wanting to compete with larger, established local businesses. We built their technical SEO foundation, identified and targeted 60+ local keywords, and launched a content strategy built around what their customers were actually searching for.
The Challenge
Starting from scratch, no website authority, no local citations, no structured content, in a market dominated by businesses with years of SEO history. This small business SEO success story began with the client's competitors having Google Business profiles with hundreds of reviews and websites with Domain Authority over 30. We needed to find the gaps they weren't covering and own them completely before expanding.
Our Approach
- Technical SEO audit and foundation build (site speed, structured data, crawlability)
- Local keyword research: 60+ target terms across service areas and locations
- Google Business Profile optimization and citation building
- Service area pages for each town and service combination
- Content strategy targeting "how to" and problem-solving queries
Execution
Month one was entirely technical. We fixed crawl errors, implemented schema markup for local business and services, optimized Core Web Vitals, and set up proper internal linking architecture. Month two launched 12 location-specific service pages, each targeting a specific town × service combination ("boiler repair [town]", "emergency plumber [town]"). Google Business Profile was fully optimized with photos, service categories, and Q&A.
Month three introduced a content publishing cadence, two articles per week targeting informational queries that preceded a service decision. By month four, the first position-one rankings started appearing.
Results
The local SEO case study results were decisive: by month six, organic traffic had increased by 220%. Keyword ranking improvements placed the site at position one for 14 of the 60 target keywords and page one for 38 of them. Monthly leads from organic search reached 68, enough to keep three engineers fully booked without any paid advertising spend.
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