The emergence of Google AI overviews has expanded the digital marketing landscape, so plumbers must now incorporate artificial intelligence optimization into their broader marketing campaigns.
One excellent example of this innovation is Steve’s Waterworks Plumbing, which joined Plumbing Webmasters to modernize its SEO strategy and gain more visibility and customers.
While AI is an increasingly important factor, other SEO positioning, such as the Google Map 3-Pack and page one organic rankings, remain vital. As a result, Plumbing Webmasters developed a strategy that covers all the bases.
Campaign Results
Website Traffic
Steve’s Waterworks Plumbing achieved a 122.2% increase over a 30-day period, resulting in 1,400 website visitors.
Map Pack Visibility
Moving from outside the Map 3-Pack to inside it can significantly increase visibility and lead generation.
Because of their robust website and 400+ reviews, Steve’s Waterworks was able to secure a Map 3-Pack placement in Waterford Township, MI, for dozens of high conversion keywords such as:
- Plumbing Contractor
- Plumbing Company
- Water Heater Repair
- Sewer Company
- Gas Line Installation
- Toilet Repair
- Shower Installation
- Frozen Pipe Repair
- and many more!
AI Overviews
Steve’s Waterworks Plumbing secured top mentions within various Google AI Overviews – laying the foundation for the future of search visibility.
Featured Snippets
A featured snippet is a highlighted search result awarded position one of organic search results with an enhanced SERP presentation.
This company earned featured snippet rankings for multiple relevant queries.
Digital Marketing Strategy
Website Design
Steve Waterworks Plumbing’s website was designed to prioritize Google crawlability and on-site conversion.
The carefully crafted site architecture and accompanying sitemap follow Google’s guidelines for best indexing content.
The tactfully inserted calls to action in the website’s header make it easy for visitors to contact the business.
In addition, the company’s contact information in the footer allows both search engines and consumers to trust its legitimacy.
Service Pages
Creating an individual page for each of the company’s plumbing services allows Google to rank each page for relevant keywords.
Instead of relying on a single page with bullet points, separating the pages into individual assets helps search engines and their users find the most relevant content.
Additionally, users who land on service pages after a specific query are more likely to convert to a landing page that outlines that particular offering.
Location Pages
While the company is based in Waterford Township, MI, it also serves surrounding areas, which necessitates unique location pages.
As a result, Plumbing Webmasters crafted pages for nearby cities like Troy, Clarkston, and Birmingham.
Because of our SEO expertise, we prevent clients from generating too many location pages, as they can appear disingenuous to visitors at a certain threshold.
DataPins
Service and location pages are primarily powered by Plumbing Webmasters propriety software, DataPins.
Our founder invested millions into developing this tool, which is engineered according to Google’s guidelines and emphasizes E-E-A-T, brand signals, and user experience.
The tool also intentionally optimizes content for Google AI Overviews as we enter the next era of SEO.
Steve’s Waterworks Plumbing has done its part by generating 45 pins using the software, helping them appear in AI Overviews, Map 3-Pack rankings, featured snippets, and traditional organic rankings.
On-Page SEO
While new and innovative SEO techniques are important, the foundation of on-page SEO remains essential.
You cannot simply “dress up” a poor on-page SEO effort with software and media, as those things are meant to enhance an already optimized page.
At Plumbing Webmasters, our on-page SEO strategy is consistent with Google’s best practices and our decade-plus of internal research and data.
Steve’s Waterworks Plumbing’s website pages are fully optimized for specific queries and user intents to maximize rankings, visibility, and conversion.
Future Projections
Steve’s Waterworks Plumbing is off to an outstanding start with its digital marketing campaign.
The company is already ranking on Google AI Overviews, the Map 3-Pack, featured snippets, and traditional organic results.
The Google Analytics data confirms the power of these positions, showing a 122.2% traffic increase over a 30-day period.
As the local plumber continues to generate more pins with the DataPins software, their traffic projections are expected to continue to increase and sustain in the long term.
