SEO case study · 19 August to 17 November 2024
A plumbing company became five times more visible in search in eight weeks
The company was close to invisible and paying for every lead. Local search work started in late September 2024, and the number of searches it appears for has climbed since.
627
clicks
1.8%
click-through rate
36.4
average position
Measured over
19 August to 17 November 2024
What to notice
The top row gives 627 clicks, 34.7K impressions, 1.8% click-through rate and an average position of 36.4. The purple impressions line is the one to watch: it steps up in late September and again in November.
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Who the business is
A plumbing company serving one metro area. It is not named here, so it is described by its trade and by what the chart shows.
Why marketing mattered
A plumber who is found in search gets the call without paying for the lead. Every job that arrives that way is cheaper than one bought from a lead seller.
- Service
- SEO
- Sector
- Plumbing company, local SEO
- Period measured
- 19 August to 17 November 2024
- Figures from
- A Search Console performance chart for the account
What was not working
The problem
A local plumbing company that barely appeared in search and was leaning on paid leads to fill the diary. What little search visibility it had was unstable from one week to the next.
- The company barely appeared in search.
- What visibility it had was unstable.
- It depended on paid leads to fill the diary.
Where things stood before the work began
For the first five weeks the impressions line sits near the floor and the clicks line jumps about on single visits. That is what a site with almost no rankings looks like.
What we found, and why we started there
The thinking
Local customers search for a job and a place, so that is what the site needed pages for. Mavix used AI-assisted research to find the job and area searches worth having and rebuilt the pages around them.
How we did it, step by step
- 1
Pages rebuilt for jobs and areas
Service pages were written for the specific jobs customers search for in the areas the company covers, from around 24 September 2024.
- 2
Local signals aligned
The pages and the business listing were made consistent so the company could start to appear in nearby searches.
What the numbers show
The result
34.7K
search impressions in three months
627 clicks from 34.7K impressions in three months. Daily impressions go from under about 200 before late September 2024 to around 1,000 by mid November, and daily clicks reach about 30.
From the work to the outcome
- Pages for jobs and areas
- Shown for more local searches
- 34.7K impressions
- 627 clicks
How to read this, and what it does not prove
Thirteen weeks of Search Console totals, 19 August to 17 November 2024. The headline here is impressions, because at this stage visibility has moved further than clicks. The bands and labels on the chart were added by Mavix.
This is an early result and a small one: 627 clicks in three months, at an average position of 36.4, which is page four. Visibility has grown about fivefold, and the company is not yet on page one. Clicks are visits, not booked jobs, and no call or job figure was supplied. The chart is an annotated image, not the raw export, and the client is not named, so a reader cannot check it against the account. It is one account with no control group: it shows what happened after the change, and it cannot show how much of that the change caused.
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What you can take from this
Visibility moves before clicks do
Impressions rose fivefold while the position was still on page four. The clicks follow as the position improves.
Be honest about early numbers
Eight weeks is the start of local search work, not the result of it.
Keep the paid leads until search carries the load
Search was not yet ready to replace bought leads at this point. Cut them when the calls prove it.