About the project
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Type of site
local service website
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Niche
plumbing services
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Timeline
3 years
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Promotion region
Canada
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State of the site
Poor indexing, poorly designed service pages, limited structure without optimization for key queries
Challenges and goals
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Problem #1
Some key pages were not indexed by Google, resulting in lost traffic potential.
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Problem #2
The website presented a limited number of services, which narrowed the semantic core and the coverage of queries.
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Problem #3
The commercial plumbing niche in Canada is highly competitive, and most local competitors are actively developing their SEO and link profile.
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Goal #1
Expand the site structure with new pages for priority services and requests.
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Goal #2
Achieve stable placement in the TOP 10 for key commercial pages, especially for local queries.
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Goal #3
Increase organic traffic from Google through high-quality content optimization and improved indexing.
Description of strategy and solutions
How we moved forward with the project:
The main task was to expand the site structure and increase its visibility in search engines. We started with an in-depth analysis of competitors, formed a semantic core, and identified priority areas by service type and regional targeting.
Work was carried out in several areas simultaneously: technical optimization, content development, blog launch, and link profile building.
At the same time, we strengthened the internal structure and increased the site’s authority in the eyes of search engines, and also started working with Google My Business to improve local SEO.
Project SEO strategy:
Based on the collected data and project goals, the key areas of the strategy were formed:
- Technical optimization and bug fixing
- Semantic core collection and clustering
- Content optimization of service pages
- Expansion of the structure with new landing pages
- Development of the blog and information section
- Building a link profile (outreach, crowd, guest posts)
- Improving internal linking
- Optimization and development of the Google Business profile
Stages of SEO strategy implementation:
Stage 1. Audit and preparation
We conducted a technical audit and prepared technical specifications for fixing errors. We performed competitive analysis, collected a semantic core, and created and implemented texts for priority areas. We set up a system for tracking positions and dynamics. We also conducted an initial analysis of the company’s Google Business listings and identified areas for improvement.
Stage 2. Content and links
We optimized existing pages, developed a content strategy for the blog, and began publishing articles on a regular basis. We launched a link campaign, including work with external and crowd links. We strengthened local SEO and began actively working with Google Maps and reviews on the company’s profile.
Stage 3. Structure expansion
Created new landing pages for key areas and queries. Adjusted the URL structure to improve relevance. Began systematic interlinking between commercial and informational sections.
Stage 4. Scaling
Continued filling the blog, updating outdated articles, and expanding semantics. Strengthened interlinking, added supporting elements (prices, reviews, service areas), and strengthened conversion elements on the pages.
Results
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x6
organic traffic (from 500 to 3k+)
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Top 10
for priority services
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x4,5
keyword visibility
(from 135 to 5k)
Expertise
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Other cases
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