Globe Runner Uses Local SEO and Reputation Management

Legacy Plumbing is one of the top rated plumbing companies in North Dallas with 40+ employees. Founded in 2006, Legacy Plumbing has quickly grown to serve homeowners and residential clients in the fastest growing pocket of DFW (Frisco, Plano, McKinney, Little Elm and more.)
Legacy Plumbing has won a variety of awards for customer service and expert advice. While plumbers at Legacy perform routine repairs, specialities include complex slab leaks, water leaks, sewer and water line repairs and water heater installations.

B2C Home Services Local SEO Paid Media PPC advertising SEO

The results

89%

Increase in contact form submissions

33%

Increase in traffic to the site

35%

Increase in new users

Challenges

Legacy Plumbing had built a good reputation, but didn’t have a local footprint that matched. There were few keywords ranking in the local map pack, despite more reviews than competitors. There was some initial evidence of an algorithm penalty due to over-optimization. A testimonial section on the homepage featured 87 client testimonials which included the keyword Frisco, TX, the main location. While some important pages were over optimized for the location, most blog articles were ranking for a national audience outside of the service area of Denton and Collin counties.

The business was also about to move locations and was building a new headquarters in Little Elm. Maintaining local visibility in Frisco was critical, as most current customers were located in the city of 210,000 residents. Little Elm provided an opportunity to expand into a smaller market of 50,000 residents.

In January of 2021, LegacyPlumbing.net launched a new website with an outside branding and design agency. The new website had numerous performance issues and was flagged in Google Search Console’s Core Web Vitals section with nearly all URL’s suffering from poor scores for mobile and desktop users. Google Analytics indicated a higher bounce rate and pages per session in the first few months after launch compared to the prior period.

Solutions

2022: 21.66% Organic Search Growth, 68% Increase in Goal Completions Compared to Prior Year
2021: 115% Organic Search Growth, 351% Increase in Goal Completions Compared to Prior Year
Keywords Overall: 316% Growth in Estimated Traffic Value from $3.1 Million to 4.0 Million
640% Increase in Share of Voice = (Keyword Search Volume + Ranking Position)
Improvement in GTMetrix Speed Tool from F Grade to B.
Decrease in load time of LCP (Largest Contentful Paint) from 4.3 seconds to 1.2 seconds.

Local SEO

Globe Runner started working with Legacy Plumbing in December of 2019. Quickly, we began building local authority for the new location in Little Elm. Citation consistency (name, address and phone), local backlink acquisition and improvement of local landing pages delivered early gains in local search results.

Keyword Alignment

As the new website was in the planning stages, new service content was written that targeted high value customers. Executives at Legacy Plumbing shared the most profitable services and the SEO team targeted keywords that aligned with a local audience and would lead to more conversions.

A blog content calendar provided topics to Legacy Plumbing’s team that would both connect with a local audience and target long tail keywords.

Reputation Management

A testimonial strategy was launched that would feature interactive Google Maps on service area pages and testimonial sliders for every service page, categorized with schema.

For companies with a high quality reputation and high quantity of reviews, there are multiple ways to leverage customer feedback for conversions and SEO.

Sitespeed Improvement

After the launch of a new website in 2021, testing revealed problems with user experience and sitespeed, especially for mobile users.

Multiple rounds of plugin consolidation, development changes to the menu and page builder plugins yielded significant gains. Speed changes were completed to improve the user experience, while maintaining the original design and branding.

Conclusion

Globe Runner is excited to continue work with Legacy Plumbing. Recent results have led to an improvement in visibility for the North Dallas service area.

A new partnership is expanding Legacy Plumbing’s footprint to additional states where the plumber looks forward to scaling their award-winning customer service and plumbing expertise to a city near you.