Mike’s Plumbing Services faced a common problem: a strong reputation offline but almost invisible online. Despite offering quality plumbing services in Phoenix, technical issues on the website and poor local SEO meant low traffic, weak rankings, and minimal leads. Here’s how targeted technical SEO changes turned things around:
Key Results:
- 400% increase in organic traffic (847 to 13,480 monthly visitors)
- Leads jumped from 11 to 1,681 per month
- Moved from low rankings to dominating top 3 local search positions
Main Problems Identified:
- Slow site speed (8.3 seconds on mobile)
- Mobile usability issues (broken forms, unreadable text)
- Crawl errors (47 broken links, blocked pages)
- Inconsistent business details across directories
- Underutilized Google Business Profile
Solutions Applied:
- Compressed images and improved hosting for faster loading
- Optimized mobile design for easy navigation
- Fixed crawl errors, added sitemaps, and corrected robots.txt
- Standardized business details across platforms
- Enhanced Google Business Profile with better photos, accurate hours, and review management
Timeline:
- 3-6 months: Noticeable improvement in rankings and traffic
- 6 months+: Dominated local search, driving significant leads and revenue growth
For small businesses like Mike’s, fixing technical SEO issues and local optimization can deliver huge results. This case study shows how focusing on key areas like mobile speed and local search can transform online visibility and lead generation.
Business Background and Main Challenges
About the Business
Mike’s Plumbing Services operates in Phoenix and surrounding areas, including Scottsdale, Tempe, Mesa, and Glendale. Founded in 2018 by Mike Thompson, the company focuses on residential plumbing services such as repairs, drain cleaning, water heater installations, and emergency assistance. Over the years, Mike has built a solid reputation for dependable service and fair pricing. Most of his customers are homeowners dealing with everyday plumbing problems like clogged drains, leaking faucets, and water heater malfunctions.
Arizona’s intense summer heat often leads to seasonal surges in demand, especially for water heater and pipe-related issues caused by temperature fluctuations.
Mike’s primary customer base consists of homeowners aged 35–65 who value fast service and clear pricing. A significant portion of his clients are busy professionals who prefer to book services online rather than make phone calls during the day. This shift toward online interactions highlighted a major challenge for Mike – his weak online presence was holding back his business. This set the stage for identifying key technical issues that were limiting his online performance.
Initial SEO Problems
In March 2024, a detailed analysis uncovered several technical problems that were hindering the business’s online visibility. The most pressing issue? Page loading speed. Mike’s homepage took a staggering 8.3 seconds to load on mobile devices – far exceeding Google’s recommended 3-second limit. This was due to unoptimized images, excessive use of plugins, and a poorly configured hosting setup.
Mobile usability was another major hurdle. Despite 73% of local searches happening on mobile devices, Mike’s website wasn’t mobile-friendly. Text was hard to read, buttons didn’t work properly, and forms were nearly impossible to use. With Google prioritizing mobile-first indexing, these issues were directly impacting his search rankings.
The technical audit also revealed crawl errors that blocked search engines from indexing his site effectively. Specifically, there were 47 broken internal links, 12 pages returning 404 errors, and missing XML sitemaps. Additionally, his robots.txt file was mistakenly configured to block crucial pages, effectively hiding key services from search engines.
Local SEO inconsistencies further compounded the problem. Mike’s business name, address, and phone number (NAP) appeared differently across various platforms. For example, his Google Business Profile listed the address as "123 Main St", while his website displayed "123 Main Street", and Yelp showed "123 E Main St." These discrepancies confused search engines and hurt his rankings in local search results.
On top of that, his Google Business Profile was underutilized. It contained only basic information, lacked customer photos, and had an irregular posting schedule. Responses to customer reviews were slow, and the profile didn’t include critical details like service areas, emergency hours, or a full list of services offered.
Starting Performance Numbers
These technical issues translated into underwhelming website performance. On average, Mike’s website attracted just 847 visitors per month. Of this traffic, 68% came from direct visits (mainly existing customers), while only 23% originated from organic search. The remaining 9% came from social media and referral sources.
Local search visibility was particularly weak. Out of 50 tracked local keywords, Mike’s business ranked on the first page of Google for only three. For high-value terms like "emergency plumber Phoenix" and "water heater repair Scottsdale", his website ranked on page 4 or lower, making it nearly invisible to potential customers.
The website generated just 11 lead inquiries per month through online channels, including contact form submissions, website-driven phone calls, and interactions on his Google Business Profile. This translated into only six new digital customers each month – just 18% of his total customer acquisitions.
The Google Business Profile also struggled to drive engagement. It averaged 156 monthly views, 23 direction requests, and eight phone calls. Customer interaction remained minimal, with an average of only 2.3 customer photos uploaded monthly and inconsistent responses to reviews.
These baseline metrics highlighted the potential for growth through targeted technical SEO improvements and a stronger focus on local optimization strategies.
Technical SEO Audit and Results
SEO Audit Steps
In March 2024, we carried out an in-depth SEO audit to identify key performance issues. The team at RedShift Local began by performing a full site crawl using specialized tools to map every page, link, and element of the website.
The mobile-friendliness review revealed significant usability problems across devices. We tested page load speeds, button functionality, form usability, and text readability on smartphones and tablets.
A deep dive into schema markup revealed the complete absence of structured data. Without LocalBusiness schema, search engines struggled to understand critical business details.
The NAP (Name, Address, Phone Number) consistency check across 15 major directories uncovered major discrepancies, which weakened the business’s local search authority.
Lastly, we examined the Google Business Profile for posting frequency, photo quality, review response rates, and overall profile completeness. Shockingly, less than 30% of the available features were being utilized on Mike’s profile.
These steps highlighted the most pressing issues, which are summarized below.
Main Audit Findings
The technical audit exposed 23 key issues that were negatively impacting both search performance and user experience. The most severe problems were related to site speed and mobile optimization, which directly affected how users and search engines interacted with the website.
| Issue Category | Specific Problem | SEO Impact | Priority Level |
|---|---|---|---|
| Site Speed | 8.3-second mobile load time | High bounce rate, poor rankings | Critical |
| Mobile Usability | Unresponsive design, broken forms | Lost mobile traffic | Critical |
| Crawl Errors | 47 broken links, 12 404 pages | Poor indexing, lost page authority | High |
| Schema Markup | Missing LocalBusiness structured data | Lower local search visibility | High |
| NAP Consistency | 8 inconsistent address variations | Confused search engines, reduced trust | Medium |
| SSL Security | HTTP instead of HTTPS | Security warnings, ranking penalties | Medium |
Site speed was a major issue, with unoptimized images accounting for 4.2 seconds of the 8.3-second load time. Large photo files, averaging 2.8 MB each, were slowing down every page. Additionally, the hosting configuration lacked browser caching, forcing visitors to repeatedly download the same files.
Crawl errors left 34% of the site unindexed. The services directory, which contained key landing pages for plumbing repairs, was accidentally blocked by the robots.txt file.
The absence of HTTPS was another critical issue, leading to browser warnings that eroded user trust. A switch to HTTPS was essential to eliminate these warnings and improve security.
These findings shaped the targeted technical SEO fixes implemented in the next phase.
Why Technical SEO Matters for Local Businesses
For Mike’s Plumbing Services, technical SEO wasn’t just about improving rankings – it was about making sure customers in urgent situations could find help quickly. Technical SEO ensures that local customers can locate and interact with businesses like Mike’s online. With studies showing that 40% of users abandon websites that take more than three seconds to load, every improvement can directly lead to more customers staying on the site.
Mobile optimization is particularly critical for local service businesses. Customers often search for emergency repairs while facing immediate problems. For instance, a homeowner dealing with a burst pipe late at night needs to quickly find contact information and service availability. If the website doesn’t load properly on their phone, they’ll likely move on to a competitor.
Search engine crawlability is another key factor. When someone searches for "emergency plumber Phoenix" or "water heater repair Scottsdale", the business must have its pages indexed to appear in the results. Issues like broken links and missing sitemaps can make even high-quality content invisible to search engines.
Trust is especially crucial in local service industries, where customers invite professionals into their homes. Technical SEO supports Google’s E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness), helping businesses build credibility before a single phone call is made.
Additionally, technical SEO plays a role in optimizing for voice search, which is becoming increasingly popular. When someone asks, "Hey Google, find a plumber near me", a technically sound website has a better chance of appearing in the results.
With organic search driving 53.3% of all website traffic, technical SEO improvements create a ripple effect. Fixing broken links, optimizing images, and improving loading speeds not only boost search rankings but also increase visibility and traffic, ultimately leading to more service calls for the business.
SEO Solutions Put in Place
Main Technical SEO Fixes
RedShift Local tackled key technical elements to enhance the website’s performance and usability. To start, they compressed images to reduce file sizes while keeping quality intact and set up browser caching to ensure faster loading for repeat visitors.
Mobile optimization efforts revamped the site’s responsive design. This included ensuring contact forms worked seamlessly on smartphones and making phone numbers clickable so users could call directly from search results. The team also upgraded the site from HTTP to HTTPS by implementing SSL, eliminating those annoying browser security warnings and boosting search rankings. Additionally, they added LocalBusiness schema to provide search engines with detailed business information, like service areas, hours of operation, and contact details.
Crawl errors were another priority. The robots.txt file was updated to grant access to previously restricted sections, broken links were fixed, and redirections were updated. Custom 404 pages were also created to help redirect visitors to relevant content. To improve local search authority, business details were standardized across directories, ensuring consistent Name, Address, and Phone Number (NAP) information. These technical upgrades created a solid foundation for optimizing the Google Business Profile.
Google Business Profile Optimization
With the technical fixes complete, the focus shifted to refining the Google Business Profile to maximize its impact on local searches. The profile was updated with precise business categories, designating "Plumber" as the primary classification, along with secondary categories like emergency plumbing and repair services. This adjustment made the business more visible in targeted local search results.
High-quality visual content was added, including photos of completed projects, team members, and service vehicles. Before-and-after images of plumbing repairs were particularly effective in building trust and showcasing expertise. The service area was expanded to cover additional neighborhoods, ensuring the business appeared in searches from a wider geographic range.
Accurate business hours were updated, reflecting 24/7 emergency service – a key selling point. A review management system was also introduced to encourage customer feedback and ensure prompt responses to reviews, further enhancing the profile’s credibility.
Focus on High-Impact Changes
Efforts were concentrated on changes that would yield the most immediate benefits. Speed improvements boosted both user experience and search rankings, while mobile optimization addressed the growing trend of smartphone use for emergency plumbing searches. The Google Business Profile received special attention, as local service businesses often rely heavily on local search results and map listings for lead generation. Each of these targeted updates contributed directly to increased online visibility and lead generation, making the strategy both efficient and effective.
Results and Measured Impact
Before and After Numbers
The technical SEO improvements brought dramatic changes to Mike’s Phoenix-based plumbing business. Organic traffic skyrocketed by 400%, lead generation increased by 115%, and monthly lead value boosted revenue by 200%. Before the changes, the site attracted 847 visitors per month, but after the optimizations, that number surged to 13,480 monthly visitors. This growth in traffic created a direct pipeline to more business opportunities.
Leads saw a similar transformation, jumping from 11 per month to 1,681 per month. This incredible boost in potential customers also came with higher-quality leads, significantly increasing the overall revenue potential.
| Metric | Before SEO | After SEO | Growth |
|---|---|---|---|
| Organic Traffic | 847/month | 13,480/month | ↑ 400% |
| Lead Generation | 11/month | 1,681/month | ↑ 115% |
| Monthly Lead Value | Moderate | High | ↑ 200% Revenue Gain |
| Local Visibility | Low visibility | Top 3 GMB positions | Dominant Local Presence |
Keyword rankings also saw a major shift. For example, "Plumbing Services Phoenix" moved from position #40 all the way to the #1 spot, while "Emergency Plumber Phoenix" climbed from #18 to #4. Even for a previously unranked term like "Burst Pipe Repair Phoenix", the business achieved a #6 ranking.
These measurable gains didn’t just improve numbers; they tangibly enhanced customer engagement and operational performance.
Client Feedback and Business Impact
The improvements in local visibility were game-changing. The business went from having minimal presence to dominating the top 3 positions on Google Business Profile across all its service areas. This shift meant that Mike’s plumbing business became one of the first options customers saw when searching for local services.
This enhanced visibility translated into real-world results. The company reported a surge in phone calls, especially during peak times for emergency services. The increased visibility and engagement directly impacted the business’s bottom line, creating a stronger connection with the local market.
Timeline for Results
The timeline for these results followed a predictable pattern. Within the first three months, improvements in site speed and mobile usability led to lower bounce rates and better engagement. Around the same time, the Google Business Profile optimizations started to take effect, gradually increasing the business’s local search visibility.
For most local plumbing businesses, noticeable improvements in visibility, traffic, and customer inquiries typically occur within three to six months. This case followed that trend, with significant ranking boosts emerging between months four and six. By the six-month mark, the dramatic increases in traffic and lead generation were undeniable, aligning with industry expectations that SEO efforts generally take 6-12 months to deliver substantial results.
The growth didn’t stop there. By prioritizing high-impact changes – such as mobile optimization and Google Business Profile enhancements – the business established a strong foundation for continued success. These results highlight how targeted technical SEO can drive consistent, long-term growth for local businesses.
Lessons Learned and Key Takeaways
Most Effective Technical SEO Changes
This case study of a local plumbing business revealed how targeted improvements in mobile optimization and page speed significantly boosted traffic. Since a large portion of local searches happen on mobile devices, adopting a mobile-first approach not only improved rankings but also helped retain visitors.
Page speed was another game-changer. When load times were reduced, bounce rates fell, and user engagement increased. For customers in urgent need of plumbing services, fast-loading pages were critical in converting visits into leads.
These findings laid the groundwork for a more refined and targeted SEO strategy.
The Value of Focused SEO
The results highlight the power of focusing on high-impact changes rather than spreading resources thin across minor adjustments. Instead of addressing every small issue, the strategy zeroed in on critical areas like mobile responsiveness, site speed, and local search optimization.
By prioritizing these key technical improvements, the approach delivered measurable results while making the most of the available budget. This efficiency-driven mindset ensured that time and resources were spent on what truly mattered.
RedShift Local’s method of tackling essential updates first proved highly effective. The impressive outcomes, including a notable increase in monthly leads, demonstrate how focusing on what drives the biggest impact can transform performance for local businesses.
Need for Continued Monitoring
While these technical improvements delivered immediate results, maintaining success requires ongoing monitoring and adjustments. Search engine algorithms change frequently, and what works today may need fine-tuning tomorrow. Regular technical audits are essential to catch potential problems before they affect rankings or user experience.
Keeping an updated and active Google Business Profile is another critical piece of the puzzle. This includes ensuring business details are accurate, responding to customer reviews, and consistently sharing fresh content to stay competitive in local search results.
Tracking performance metrics – such as traffic trends, keyword rankings, and conversion rates – provides valuable insights into what’s working and what needs adjustment. A data-driven approach ensures the strategy evolves alongside search engine updates and customer behavior.
In short, technical SEO is not a one-and-done task. It’s an ongoing commitment that requires regular updates, monitoring, and a willingness to adapt to changes for sustained success.
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156% Increase in Phone Calls – Local SEO Case Study – #seocasestudy
Conclusion
This case study highlights how targeted technical SEO improvements can transform a local plumbing business’s online visibility and lead generation efforts. By focusing on mobile optimization, faster load times, and improving local search performance, the business achieved measurable growth.
The success of this project underscores the principle of Digital Marketing Essentialism – concentrating on the 20% of actions that drive 80% of the results. By addressing high-impact areas rather than spreading efforts thin, the strategy significantly enhanced user experience and search rankings. This focused approach laid the groundwork for stronger local engagement.
Key changes, such as improving mobile responsiveness and speeding up load times, had a direct impact on reducing bounce rates and increasing conversions. These improvements not only made the site more user-friendly but also contributed to higher customer retention.
Additionally, the case study demonstrates how Google Business Profile optimization complements technical SEO efforts. Enhanced local search visibility made it much easier for potential customers to discover and contact the business, driving a significant uptick in traffic and leads.
For local service businesses facing similar challenges, this case study proves that well-planned technical SEO updates can yield substantial results within a reasonable timeframe. The dramatic increases in traffic and leads underscore the value of a strategic, focused approach.
RedShift Local’s method of offering free local SEO audits and crafting tailored solutions ensures that resources are allocated where they matter most. Their commitment to ongoing monitoring and adjustments further illustrates the importance of working with seasoned professionals to achieve sustained growth in today’s competitive digital landscape.
Ultimately, technical SEO serves as the cornerstone for enduring growth, enhancing both visibility and customer acquisition.
FAQs
How can technical SEO help a local plumbing business attract more customers?
How Technical SEO Benefits a Local Plumbing Business
Technical SEO can play a huge role in boosting a local plumbing business’s online presence, making it easier for nearby customers to discover their services. By fine-tuning the website’s backend – like improving site speed, ensuring mobile responsiveness, and enhancing crawlability – search engines can index the site more effectively. This often translates into better rankings in local search results.
Higher visibility in search results means more organic traffic from people actively looking for plumbing services in the area. Over time, this steady stream of inbound leads can reduce the need to depend heavily on paid advertising. Plus, strong organic rankings help establish trust and credibility, signaling to potential customers that the business is both professional and reliable.
What are the key technical SEO issues that can impact a local business’s online visibility, and how can they be fixed?
The biggest technical SEO challenges that can impact a local business’s online visibility include slow website loading times, broken links, duplicate content, indexing errors, and mobile usability issues. These problems make it harder for search engines to properly understand and rank your site, which can limit both traffic and potential leads.
To fix these issues, start by improving your website’s loading speed and ensuring it works well on mobile devices. Repair any broken links, and create a clear XML sitemap to submit to search engines. Conduct regular site audits to spot crawl errors and maintain a well-organized structure. Tackling these problems will not only boost your site’s visibility but also help you connect with more local customers.
Why is it important for local businesses to optimize their Google Business Profile, and what steps can make it more effective?
Why Optimizing Your Google Business Profile Matters
For local businesses, having an optimized Google Business Profile is a game-changer. It increases your visibility on Google Search and Maps, making it much easier for people in your area to discover you. A strong profile doesn’t just attract attention – it can drive more visitors, bring in leads, and build trust with potential customers.
To make the most of your profile, start by ensuring all your business details are accurate and up-to-date. This includes essentials like your address, phone number, and operating hours. Go a step further by uploading high-quality photos and videos that highlight your services or products. Engage with your audience by responding to customer reviews – both positive and negative – and post regular updates to keep your profile fresh and relevant. These straightforward steps can give your business a real edge in local search results, helping you connect with more customers right in your community.