This plumbing company in Austin, TX was struggling to generate consistent leads from Google. They had weak local visibility, poor Map Pack presence, outdated on-page SEO, and technical issues limiting rankings. Competitors with weaker service quality were outranking them daily. We built a structured local SEO campaign focused on fixing the foundation first, then scaling authority and lead flow.
Step 1: Full SEO & Competitor Audit
We started with a deep audit of the website, Google Business Profile, and local competitors. This showed broken pages, thin content, slow mobile speed, weak keyword targeting, inconsistent citations, and missing trust signals. We also mapped which competitors ranked in Austin and why.
Step 2: Technical SEO Fixes
Before pushing rankings, we fixed the backend issues holding the site down.
- Improved site speed and Core Web Vitals
- Fixed crawl errors and broken links
- Optimized mobile usability
- Cleaned URL structure
- Added XML sitemap and indexing controls
- Implemented LocalBusiness schema markup
- Fixed duplicate metadata and page indexing issues
This gave Google a cleaner, faster site to trust and crawl.
Step 3: On-Page SEO Optimization
Next, we rebuilt service pages around real search intent.
- Optimized title tags and meta descriptions
- Added Austin-focused keywords naturally
- Rewrote H1, H2, and service copy
- Built dedicated pages for drain cleaning, water heater repair, emergency plumbing, leak detection, etc.
- Added conversion-focused calls to action
- Improved internal linking between pages
- Added FAQ content for long-tail searches
This helped pages rank for local buyer keywords instead of generic terms.
Step 4: Google Business Profile Optimization
Local SEO wins often start here.
- Optimized categories and services
- Rewrote business description with local relevance
- Added service areas across Austin neighborhoods
- Uploaded fresh geo-relevant images
- Added weekly posts and updates
- Improved Q&A section
- Tracked calls, clicks, and direction requests
This increased Map Pack relevance and engagement signals.
Step 5: Citation & Off-Page SEO
We strengthened authority across the web.
- Fixed inconsistent Name, Address, Phone data
- Built high-quality local citations
- Submitted to trusted business directories
- Earned niche plumbing listings
- Built local backlinks from relevant sources
- Removed spammy legacy links where needed
This improved trust and local authority.
Step 6: Review Generation System
Reviews influence rankings and conversions.
- Created automated review request flow
- Improved response strategy for all reviews
- Increased review frequency
- Highlighted top reviews on-site
This boosted trust and click-through rates.
Step 7: Content Expansion & Local Growth
We then expanded keyword coverage.
- Created neighborhood landing pages
- Published plumbing tips and local guides
- Targeted emergency and high-intent searches
- Built content around seasonal plumbing demand
Results in 90 Days
- +287% Calls from Google
- +142% Organic Traffic
- Google Map Pack rankings for core keywords
- 63 Qualified Leads / Month
- Lower dependency on paid ads
The difference was not one trick. It was fixing technical issues first, aligning pages with search intent, then building authority consistently.
