Mr. Rooter Plumbing of Dallas
The Client
Mr. Rooter Plumbing of Dallas is a professional plumbing and drain cleaning company servicing Dallas, Texas and surrounding areas. The team at Mr. Rooter is licensed and insured, and handles a wide range of residential and commercial plumbing issues, including drain cleaning, sewer line repairs, leaking pipes, water line repairs, maintenance, plumbing installations, and more.
The Challenge
Dallas is an extremely competitive plumbing market, and Mark from Mr. Rooter Plumbing of Dallas was not getting the results he was expecting with his current provider. He reached out to Matt from Digital Shift to see if we could help his current situation, as well as increase lead volume without having to spend more money on advertising and pay per click.
His primary goal was to lower his overall customer acquisition cost while improving the number of phone calls and leads. Mark also wanted to increase organic (non-paid) drain and sewer leads, and needed a better way to measure the output of the work that was being done by his digital marketing partner each month.
The Solution
To further evaluate Mark's current situation, we conducted a local citation audit. A local citation audit looks at a business name, address, phone number and website (NAP+W) listing consistency online.
The consistency and accuracy of business information play a role in ranking locally.
After conducting a local SEO citation audit, we found a total of 1,606 citations:
- Correct Citations: 296
- Incorrect Citation: 173
- Duplicate Citations: 1,137
The business listings were mismanaged and in addition to many duplicates, the wrong business name, old address, and wrong phone number were found. Since incorrect and duplicate citations hurt rankings and have a negative impact on SEO, starting the citation clean up to fix these issues was Digital Shift's top priority.
The Digital Shift team determined that the best approach was to fix the business listing issues, as well as to create a social media and content strategy and start an outreach link building campaign to acquire backlinks to increase authority in search engine results.
Below is a complete breakdown of how we were able to get some key results within 90 days.
Local Search Engine Optimization
100% manual local citation and business listing management and building. We research and monitor top competitors and create a lasting strategy and digital presence.
Google My Business Management
Management and 100% manual content posting to Mr. Rooter Plumbing of Dallas' Google My Business account. The Digital Shift team posts new content daily as well as monitors and replies to Google reviews. Google My Business management services play an important factor when ranking locally.
Social Media Management
Creation and management of social media calendar. Daily posting to popular social media channels including promotions, testimonials, fun, and informational content. We also create custom images of reviews and use them to post on social media to increase brand awareness.
Content Writing
Research keywords and topics to write four SEO optimized blog posts each month. Unlike the previous content, all our blog content is localized and written specifically for the local Dallas market. Each blog post covers each topic in depth (2,000+ words) to demonstrate expertise and authority to both the reader and to Google. These new blog posts also get shared on social media channels.
Link Building
100% organic link building to acquire backlinks from local and authority websites. Backlinks are like votes that tell Google the website is important and popular. The team reaches out to niche related websites to earn backlinks to the Mr. Rooter Plumbing of Dallas website.
The Result
Mark now gets access to a more accurate and transparent reporting portal to see what works get done each month as well as daily progress on how ranking increases.
Within the first 90 days, we were able to improve the position of several keywords including "clogged drains" and "sewer backup" which are extremely competitive.
For the keyword "clogged drains" we improved ranking from the 7th position to the 2nd position on Google, and from the 12th to 2nd position on Google Maps.
For the keyword "sewer backup" we improved ranking from the 50th position to the 2nd position on Google, and from the 18th to 2nd position on Google Maps.
Why Is This Significant?
On Google Ads, the keyword "clogged drains" costs up to $64.75 per click and "sewer backup" costs $25.00 per click so the organic traffic coming from these keywords is very valuable.
Digital Shift also found that organic results for the keyword "sewer backup" are getting 22% of the clicks, while the paid search results are only getting 6% of the clicks, at a high cost.
Similarly, the keyword "clogged drains" gets 29% of the total clicks from organic search results and only 7% of the clicks coming from paid ads at a significant cost.
With more traffic coming in at a lower cost, Digital Shift saves Mr. Rooter Plumbing of Dallas marketing dollars each month with SEO.
Mark and his team continue to get more leads while having a tighter control over marketing and advertising spend.
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