When Roto-Rooter Chattanooga chose Plumbing Webmasters for its SEO campaign in 2020, they sought broader online visibility, greater engagement, and, ultimately, more leads.
Using our proven SEO strategy and software DataPins, our agency worked to maximize this plumber’s local visibility and generate consistent, qualified plumbing leads.
The results outperformed the highest projections – which were already very high considering our agency’s success rate, largely thanks to the frequent usage of DataPins.
In the following case study, we outline our process step-by-step and reveal the cold, hard data that validates its impact.
Step-by-Step Process
Custom Website
We started with a custom website designed for their brand and added landing pages for each plumbing service.
The design was created for brand recognition, rankings, and conversions – a factor combination that most agencies overlook.
Roto-Rooter is a famous brand in the United States, so we leveraged its logo and color scheme in our website design for this plumber.
DataPins
The old rule in SEO is that there is no secret sauce – but that was before our agency’s founder spent millions to develop software engineering based on a decade-plus worth of internal SEO data from actual contractor campaigns and in alignment with Google’s verbatim guidelines on Helpful Content and EEAT.
Roto-Rooter Chattanooga then deployed DataPins as intended by creating nearly 7,000 pins over the past four years.
The results have been astonishing due to the power of pins, which consolidate digital branded signals for search engines and AI LLMs.
Local SEO
The Map 3-Pack is essential to any successful SEO campaign for plumbers.
With this in mind, we optimized the client’s Google Business Profile – assuring its probability of showing up in Chattanooga, Tennessee, for plumbing-related queries.
Our agency understands that DataPins and a custom website directly influence Map rankings, which gives us an advantage in helping plumbers rank in the Local 3-Pack.
AI Overviews
As an agency known for its constant innovation, it was important for our software, DataPins, to integrate LLMO or Large Language Model Optimization.
LLMO allows plumbers to rank in Google AI Overviews, ChatGPT, and other LLM-powered AI platforms.
Thanks to DataPins, Roto-Rooter Chattanooga is appearing in Google AI Overviews – empowering them to expand their coverage in the new era of SEO while maintaining their stronghold in traditional SEO spaces like organic and Google Maps.
Campaign Results
Google Analytics
Roto-Rooter Chattanooga secured 6,700 visits in 2024, an 89.9% increase from 2023.
This increase expounds on a yearly visitor increase every year since the website launched.
SEMRush
While 3rd party tracking tools like SEMRush can’t reveal every component of a local campaign, they can outline how the value of a website’s traffic increases over time.
In this plumber’s case, their traffic cost improved to $4,000, a 265.5% increase.
SEMRush’s traffic cost metric estimates how much a plumber would have to pay in paid search ads to get the same traffic this client is getting from organic alone.
Of course, this estimate is likely lower than the actual value – which is crazy to think about!
Future Outlook
Using Plumbing Webmasters’ proven strategy and software tool DataPins, Roto-Rooter Chattanooga has achieved outstanding SEO results.
The great news is that their traffic has increased every year since their launch year of 2020.
With the expansion of AI Overviews and DataPin’s ability to get them placed in those answers, we can expect yet another increase for this plumber in 2025!
