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Abbott Plumbing
From Invisible to Impeccable
How https://abbottplumbinginc.com/ went from 0 first page rankings to 82.35% keywords ranking on the first page!
+774
GMB Views
+17%
Organic Search Visits
+2.81K
Search Impressions
+32%
Total Website Users
A family-operated plumbing company facing a lot of leaks in SEO
Abbott Plumbing Inc. got in touch with us as they faced a dilemma. Low DA, with almost zero visibility online. And the problem wasn’t just about rankings. The company had been in operation for over four decades, and yet, even with a functional website, they were losing ground online (and consequent business) to competitors in the market.
Moreover, the challenge wasn’t just about low visibility; the most troubling aspect was that their GMB hadn’t been properly set up.
In an age where people are looking for everything online, Abbott Plumbing’s pages were listed beyond the 70th position. This is the seventh page on your search, where most people almost never go beyond the second. The need of the hour was 360 SEO!
Patch before Dispatch! 360 Searchvertising Enters the Fold!
While multiple fixes were readily apparent even before we started the audit, the major problem wasn’t just that of getting Abbott Plumbing to rank. With a DA of less than 20, we knew that visibility would be a major challenge. And while things did become a lot clearer with our audit, the list of fixes also expanded exponentially.
We committed five months to turn their frown upside down, knowing that with our expertise and their already established reputation in the localities, it should prove enough to surmount this challenge. Our goal was simple: get traffic with first-page keyword dominance for both their website and their GBP (Google Business Profile).
Objective
The idea wasn’t just about getting Abbott Plumbing‘s web pages to rank better on the SERPs. With so many doubling down on getting rankings for AI overviews as well as LLMs, the focus was also to ensure that their website would start ranking on AI results.
One of the largest obstacles that apparently prevented Abbott Plumbing’s website from getting featured in AI results was the absence of Schemas, along with an unoptimized GMB profile.
Several Core Objectives were set to be achieved
Strengthen the brand’s visibility on the SERPs.
Secure first page keyword rankings for eventual search dominance.
Optimize on-site factors to improve user navigation and traffic.
Strengthen the GBP profile for maximum visits and calls.
Optimize Technical aspects to rank up in AI results.
Position Abbott Plumbing as a leader in the areas of operations.
Challenges
Our audit revealed that the domain had been functional for more than 20 years! While this often does help bring up the DA, in Abbott Plumbing’s case, the efforts hadn’t been properly directed towards SEO, which was why even after being indexed by Google, the website’s pages weren’t ranking.
However, where others would probably see problems, we could see an opportunity. Abbott Plumbing has been in operation for more than 40 years. This meant that brand recognition was already present in the operational locale. But this also presented another problem. With competitors already having optimized sites in the vicinity, the competition was bound to be stiff.
An apparent positive sign was that the site was already indexed, which meant that even smaller optimizations would start moving the needle in the right direction.
Key Challenges Limiting Growth
Minimal traffic due to pages ranking beyond page 70.
Unoptimized GMB Profile, making it impossible for users to locate Abbott Plumbing.
Low to zero discoverability for AI Overviews.
Competitors outranking Abbott Plumbing prevented them from securing the top spot.
The website content wasn’t following EEAT standards, which were essential for ranking on the SERPs.
Inconsistent keyword targeting became an obstacle for the site to rank on page 1 for any keyword.
Most of the credibility garnered by Abbott Plumbing over the years lacked visibility due to the brand’s GMB being unoptimized. This not only led to people finding it difficult to find the brand’s physical presence, but also proved troublesome for potential customers looking to contact and connect.
A holistic SEO strategy was the only path moving forward that could help achieve the objectives set. However, the strategy in question would need to account for every possibility as well as allow room for tweaks in case of Google Updates.
Solution
Our thorough audit of Abbott Plumbing’s website and online presence allowed us to get the big picture in no time. Which is why when we started doing the actual fixes, the rankings increased in record time.
During our consultations, we had already shared a roadmap detailing what efforts might be needed, along with a tentative timeline on when they should start seeing improvements. Moreover, we are also committed to providing detailed reports to keep Abbott Plumbing stakeholders updated with every aspect of our strategy.
How We Made It Happen
Keyword Optimization
Targeting Local Intent
We made sure to target keywords that were highly relevant and had a high volume, along with a low ranking difficulty. Our focus with keyword targeting was rather simple: secure quick wins and secure authority for the first page wherever possible. Moreover, we made sure that the first vicinity where Abbott Plumbing starts ranking is near their primary location, Williamstown, NJ.
This is why our first set of keywords to target included the primary location, including the state. After that, we prioritized ranking for Gloucester County, the second area of operations for Abbott Plumbing. By the end of the term, most of these keywords were ranking on the first page, often in top positions.
On-Page SEO
Enhancing User Experience, Navigation, and Journey
The idea was to enhance Abbott Plumbing’s website for maximum visits. From optimizing the overall navigation to ensuring a seamless user journey, we prioritized making the website as user-friendly as possible.
While optimizing each individual fold for every page was certainly a daunting task, we knew that these changes would bring an inevitable positive impact on the website’s SEO.
Local SEO
Dominating the Community
We knew that Abbott Plumbing already had a strong community presence due to its 40+ years of operations. Thus, we knew that one of the best wins to secure would be cashing in on an optimized GMB profile.
Moreover, we also ensured that their location pages were highly optimized so that they could be easily picked up by the search engines for maximum visibility. Thanks to these efforts, Abbott Plumbing received 38 calls and 99 interactions from its GMB profile alone!
Content & Off-Page Optimizations
Setting the ground for Thought Leadership
Content is often the most powerful element in any SEO strategy. This holds especially true for websites that want to rank at the top as well as secure citations in search snippets (rich results and AI Overviews). Moreover, the right content is also the reason why some brands are often cited by LLMs, while others are not.
But our focus wasn’t just on the content on Abbott Plumbing’s website. Our teams had already created SEO content for the website to rank, but we knew that off-page SEO was necessary if the website really wanted to rise to the top. This is where we diverted traffic via link building. We reached out to multiple publications and provided insightful content to establish the website’s authority, consequently bringing indirect traffic while improving the website’s DA.
1st Page Search Dominance
As we implemented our SEO strategy, the first signs of consequent results were almost immediately apparent. Previously, the brand’s GMB profile was barely present. However, we started noticing an uptick in impressions from the very next week. Abbott Plumbing went from having low visibility to getting traction from Google Maps and the SERPs.
One of the first indications that your SEO is going in the right direction is that your Google Search Console (GSC) starts showing signs of life. And since we were doing 360 SEO, going at full pace, the results were bound to come up.
Here are their latest stats at a glance!
Some More Notable Achievements
As we were moving through execution, the impact had become quite clear. Abbot Plumbing had risen from an online nobody to be trusted by almost everybody.
Rocking SEO
We had already kept traffic uptick as a KPI. This began steadily climbing as soon as we started optimizations. However, we believe we really underestimated how much the client would benefit from GMB as well. Abbott Plumbing’s best decision was to get its GMB optimized.
Turning Searches into Visits!
Thanks to our strategy, we recorded 38 new calls, 99 interactions, and best of all, 28 direction requests where users were actively checking distance or planning a visit to their physical locations. In other words, our client was getting customers and conversions without spending an extra buck on their marketing.
Dominating The Vicinity.
Achievements with Google Business Profile Stats Directly from the Sources!
Conclusion
Our success story with Abbott Plumbing is merely one of the many we’ve experienced. Simply put, this is what happens when sites are willing to get the very best in the industry. However, we must give credit where it's due. One of the best factors that ensured our success was that our client already had a solid standing with the local community thanks to their exceptional service.
What we did was simply amp it up and optimize it such that their presence was smoothly translated for the online audience to see. The results spoke for themselves after that.
However, the continuation of the strategy is what ensures that Abbott Plumbing not only retains its top rankings but also starts ranking for more.
With 360 Searchvertising. SEO Dominance is inevitable!
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