Case Study: Plumber Boosts Visibility With Content Marketing

Case Study: Plumber Boosts Visibility With Content Marketing

It used to be that when someone needed a local business, they asked for a personal recommendation from a friend or consulted the Yellow Pages. These days, people turn to a search engine, like Google.

Smart marketing is about being visible where your prospective customers are looking, which means that local businesses need to be visible on Google. Search ads and Local Service Ads are a wonderful way to be more visible on Google, but the downside is that you pay for every click or conversion.

The most valuable real estate on the SERP (search engine results page) is the organic results, and the best way to show up there is with content marketing.

Local plumber boosts organic visibility with content marketing

One plumbing business, with the help of their Content Marketing Specialist, saw just how effective content marketing is at driving organic visibility.

In just six months, this plumber contractor saw more than 1M impressions via organic search, as well as thousands of clicks and more than 100 conversions.

While they also ran paid ads and built a strong social media presence, organic search was their number one source of goal completions.

Compared to the previous six-month period, their content marketing strategy drove a 23% increase in impressions, a 75% increase in clicks and engagements, and a 22% increase in conversions.

How did they do it?

To increase their keyword rankings on Google, this local plumber enacted a content marketing strategy on their website, YouTube and social media.

First, they added informative, high-quality content to their website in the form of monster pages — which are long-form web pages focused on a set of highly valuable keywords to improve the opportunity to rank organically in search engines.

Their page-building strategy drove better rankings, as well as an increase in impressions, clicks and conversions on their pages.

Second, they built a strong presence on YouTube — the second-largest search engine — with consistent video marketing.

Third, they connected with their community on social media by posting regularly on the platforms most popular with their customer base, Facebook and Instagram.

Conclusion

These days, a local business’s success depends on their visibility on search engines, like Google. And, the best way to drive that visibility is with a consistent content marketing strategy across all relevant channels.