Client Overview
Our client, a professional plumbing services company based in Sydney, provides a range of solutions, including emergency repairs, installations, and maintenance. Although the company had an established reputation locally, their website was not generating sufficient leads or ranking for high-converting keywords.
Challenges
- Poor Keyword Rankings: The website failed to rank for critical service-related keywords like “emergency plumber Sydney” and “pipe installation services.”
- Low Click-Through Rates (CTR): Meta tags and page titles were not optimized, resulting in lower CTRs from search results.
- Thin Content: Service pages lacked detailed, engaging, and SEO-optimized content, which negatively impacted user experience and rankings.
- Slow Loading Speed: Technical issues, such as unoptimized images and poor Core Web Vitals, affected the website’s performance.
Strategy
We executed a four-month on-page SEO strategy to address these challenges and improve the website’s performance.
1. Comprehensive Website Audit
- Analyzed all pages for keyword gaps, content quality, and technical issues.
- Identified opportunities to improve Core Web Vitals and overall user experience.
2. Keyword Research and Optimization
- Conducted keyword research to find high-volume, low-competition terms relevant to the client’s services.
- Mapped primary and secondary keywords to each service page (e.g., “emergency plumber Sydney” for the emergency services page).
3. Content Optimization
- Service Pages: Rewrote and expanded content to include service details, benefits, FAQs, and location-specific information.
- Blog Strategy: Published two blogs per month targeting long-tail keywords like:
- “5 Signs You Need an Emergency Plumber Immediately.”
- “How to Prevent Pipe Leaks in Your Home.”
- Internal Linking: Linked blog posts to service pages to boost traffic and enhance site navigation.
4. Meta Tag Optimization
- Crafted compelling meta titles and descriptions with a focus on keywords and clickability.
- Ensured each page had unique and optimized meta tags to drive CTR.
5. Technical Improvements
- Optimized images and implemented lazy loading to improve loading speed.
- Fixed broken links and improved mobile usability.
- Ensured all pages were indexed correctly by creating and submitting an updated XML sitemap.
Results After 4 Months
The on-page SEO strategy delivered measurable improvements:
- Keyword Rankings:
- Ranked #1 for “emergency plumber Sydney” (previously unranked).
- Achieved top 5 rankings for secondary keywords like “pipe installation Sydney.”
- Organic Traffic:
- Traffic increased by 60%, with the majority coming from organic search.
- Lead Generation:
- The client experienced a 40% increase in online inquiries and calls.
- Page Engagement:
- The average time-on-page improved by 35%, indicating better content relevance.
- Website Performance:
- Page loading speed improved by 25%, leading to a bounce rate reduction of 20%.
Budget
The total budget for the four-month on-page SEO project ranged between $2,500–$3,500, covering:
- Keyword research and strategy development.
- Content creation, optimization, and blog writing.
- Technical SEO fixes and Core Web Vitals improvements.
- Performance tracking and ongoing adjustments.
Impact
- Enhanced Visibility: The client’s website is now a top-ranking resource for plumbing services in Sydney, consistently appearing in the top 5 for critical keywords.
- Increased Revenue: The rise in traffic and leads directly translated into a 25% increase in service bookings, boosting overall revenue.
- Stronger Brand Authority: Optimized content and improved website performance positioned the client as a trusted leader in the plumbing industry.
- Improved User Experience: Faster loading speeds and detailed service pages resulted in higher customer satisfaction and repeat business.
This case study demonstrates how a strategic on-page SEO approach can transform a service-based website into a high-performing asset that drives traffic, leads, and revenue.
