Our Successful Project
Pecan Street Lead Engine
Our Success Stories
Project Overview
Booked jobs up 2.4x while paid spend fell by a third. The company was paying for clicks on searches it could win organically. Service pages, local visibility and honest tracking shifted the balance. Service pages were a paragraph each. In the map pack the company appeared only within a mile of its yard.
- Category:
- Home services
- Service type:
- Local SEO
- Engagement:
- 12 months, Foundation retainer with paid search support
- Location:
- Austin, TX
- Client name:
- Pecan Street Plumbing & Air
Key Results And Tangible Business Benefits
Pecan Street spent $14,000 a month on search ads and could not say which jobs came from where. Calls were counted twice, forms not at all. Over twelve months the work below changed the numbers that matter to the business, not just the ones that look good on a chart.
Booked jobs from organic per month
64152+138%
Monthly paid search spend
$14,000$9,300-34%
Map grid points in the top 3
14%57%+43 pts
Calls attributed to a source
52%97%+45 pts
Fictional client. All figures and quotes are sample data.
What We Did
Five Pieces of Work, In This Order
- 01
Rebuilt call and form tracking
One tracked number per channel, deduplicated calls and booked-job status passed back from the dispatch system.
- 02
Wrote 28 service pages
Each covers symptoms, typical cost ranges, what the technician does and when to call sooner.
- 03
Service-area pages for 11 neighborhoods
Written with crew leads, including local water hardness and common pipe materials.
- 04
Pruned the paid account
Cut spend on queries where organic and map results already ranked first.
- 05
Seasonal content calendar
Freeze guides before winter and AC tune-up pages before the first hot week.
Services used
Team: Local SEO lead, analyst, writer
Results Over Time
Twelve Months, Three Measures
Organic sessions a month
Sessions from organic search
| Month | Organic sessions |
|---|---|
| Jun | 2,700 |
| Jul | 3,139 |
| Aug | 3,092 |
| Sep | 4,155 |
| Oct | 4,758 |
| Nov | 5,753 |
| Dec | 6,835 |
| Jan | 7,485 |
| Feb | 8,747 |
| Mar | 8,898 |
| Apr | 9,930 |
| May | 9,800 |
Average position
Tracked keywords, lower is better
| Month | Average position |
|---|---|
| Jun | #13.2 |
| Jul | #13.0 |
| Aug | #12.4 |
| Sep | #11.6 |
| Oct | #10.5 |
| Nov | #9.2 |
| Dec | #8.1 |
| Jan | #6.8 |
| Feb | #5.8 |
| Mar | #4.8 |
| Apr | #4.4 |
| May | #4.1 |
Booked jobs from organic
Per month
| Month | Booked jobs from organic |
|---|---|
| Jun | 64 |
| Jul | 69 |
| Aug | 70 |
| Sep | 79 |
| Oct | 93 |
| Nov | 98 |
| Dec | 119 |
| Jan | 120 |
| Feb | 142 |
| Mar | 139 |
| Apr | 155 |
| May | 152 |
Sample figures for a fictional client. Hover, tap or use the arrow keys on a chart, or switch to the table view.
Timeline
How The Year Ran
- 01
Month 1
Tracking rebuilt and paid account audited.
- 02
Months 2 to 4
Service pages published, profile rebuilt.
- 03
Months 5 to 8
Service-area pages and review program.
- 04
Months 9 to 12
Paid spend stepped down as rankings held.
For the first time I can see which jobs came from the website. We spend less on ads and the trucks are busier.
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