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Local SEOTrades

Client

Thompson Plumbing

From Page 2 to Map Pack Dominance for a Sydney Plumbing Business

Sydney, NSW
6 months Campaign
Get Results Like This
Key Results
35+
Monthly Leads
8-10
Top 3 in 12 suburbs
Map Pack Rankings
2,100/month
Organic Traffic
67 reviews
Google Reviews
Business Impact
$180,000+ additional annual revenue
Verified Results
The Client

About Thompson Plumbing

Thompson Plumbing is a family-owned emergency and residential plumbing service operating across 15+ suburbs in Sydney's Inner West and Eastern Suburbs. Despite 20 years of excellent service and a loyal customer base, the business was virtually invisible in Google Maps—losing countless jobs to competitors who appeared in the Map Pack.

Industry
Trades
Location
Sydney, NSW
The Challenge

What Was Broken

1
Google Business Profile had inconsistent NAP (name, address, phone) data across the web, causing ranking instability
2
Zero Map Pack visibility for high-intent searches like "emergency plumber near me" and "plumber [suburb]"
3
Competitors had 3-4x more reviews and were dominating the local 3-pack
4
Previous agency had built spammy citations that were actively harming rankings
5
Paid ads were generating leads at $85+ per enquiry—eating into margins on smaller jobs
6
Service area pages didn't exist, limiting organic visibility across served suburbs
The Strategy

Our SEO Approach

Our strategy focused on local SEO authority consolidation. Before creating any new content, we needed to clean up the citation mess and establish consistent business information across the web. Only then could we scale visibility through geographic targeting and review velocity.

Execution

What We Actually Did

A detailed breakdown of the SEO work executed throughout the 6 months campaign.

Local SEO & Google Business Profile

  • Complete GBP audit and optimisation—categories, services, attributes, and posts
  • NAP cleanup across 80+ citation sources, removing duplicates and fixing inconsistencies
  • Review generation strategy with automated follow-up sequences (12 → 67 reviews in 6 months)
  • Service area expansion and suburb-specific optimisation within GBP
  • Weekly GBP posts highlighting completed jobs and customer testimonials
  • Photo optimisation with geo-tagging for all job site images

On-Page & Content Strategy

  • Created 15 dedicated suburb service pages targeting "plumber + [suburb]" queries
  • Service-specific landing pages for emergency plumbing, hot water systems, and blocked drains
  • Internal linking structure connecting service pages to location pages
  • Schema markup for LocalBusiness and Service across all pages
  • FAQ sections targeting long-tail "how to" and "cost of" queries

Authority & Trust Signals

  • Local directory submissions to high-authority Australian trade directories
  • Backlink cleanup—disavowing toxic links from previous agency
  • Partnership with local real estate agencies for referral link building
  • Industry association membership highlighted across web presence
The Results

Measurable Outcomes

Map Pack Rankings
Top 3 in 12 suburbs
Not ranking
Monthly Leads
35+
8-10
Organic Traffic
2,100/month
450/month
Google Reviews
67 reviews
12 reviews
Bottom Line Impact
$180,000+ additional annual revenue
Key Insights

Why This Worked

We prioritised foundation work over quick fixes. Cleaning up citations took 6 weeks before we saw movement—but the rankings have been stable ever since.

Review velocity was the multiplier. Once Thompson Plumbing started appearing in the Map Pack, the higher review count created a compounding trust advantage.

Geographic content expansion captured long-tail traffic that competitors ignored. Suburb-specific pages now rank for 40+ local keyword variations.

"We have had to hire two more plumbers to keep up with the demand. Kila delivered exactly what they promised—and we stopped wasting money on ads."

Michael Thompson, Owner

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Strategy before execution