Nick’s Plumbing and Air Conditioning (SEO)

Nick’s Plumbing and Air Conditioning increased Their Organic Traffic by 202% Through SEO-Focused Content Strategy and Website Migration

The Company

Nick’s Plumbing and Air Conditioning is one of the oldest and most trusted plumbing and HVAC providers in Houston. As a family-run business established in 1979, Nick’s is a full-service plumbing provider serving both commercial and residential clients. Nick’s is known for its team of highly experienced technicians and impeccable customer service.

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The Challenge

Nick’s Plumbing and Air Conditioning understood the value of SEO and had grown their business by investing in SEO early on.

But as COVID-19 peaked in mid-2020, they were facing two challenges when it came to their online presence.

  • The company’s website was built in HTML so the team couldn’t easily make changes to design, navigation, or make other important website updates.
  • There were many gaps from an SEO point of view that needed to be fixed to optimize their search rankings.
  • The website was generating traffic, but the conversion rate was not as high as they would have liked.

They turned to Optidge to help them rebuild their website, and then increase their organic traffic to generate more leads and sales.

Our goal

Redesign the website in WordPress, while maintaining organic traffic. Then, work to increase traffic to the website.

We defined 3 top goals

  • Maintain monthly traffic
  • Increase organic traffic
  • Increase conversions (bookings and calls) through the site

Our Solution: A complete Website Redesign and Content Plan

1. Redesign & migration

Nick’s Plumbing and Air Conditioning increased Their Organic Traffic by 202% Through SEO-Focused Content Strategy and Website Migration.

We set out to rebuild the site on WordPress while maintaining Nick’s hard-earned SEO rankings.

2. Content optimization

Once we had rebuilt the site, the next step was to improve the site content in order to increase organic traffic.

We did this by

  • Identifying valuable SEO content
    By analyzing the total keywords each page ranked for along with the volume of traffic for each page, we were able to migrate the correct pages and remove low-value pages so we would not lose any search traffic. It also allowed us to rewrite pages to improve their value.
  • Optimizing the metadata
    This mitigated the risk of losing traffic and would help the new site rank higher than before.
  • Redesigning the site
    We shortened the homepage, bringing the three main services to the front and center while retaining the traffic-driving content. We then rebuilt the entire site on WordPress to give the client full control over the website content and functionality.

We did this by

  • Performing a complete SEO site audit
    We evaluated technical back-end factors as well as on-page, content-focused elements of the website that impacted its performance in organic search.
  • Creating high-quality, relevant content
    By researching the best long-tail keywords and questions that each article should address, we wrote content that was useful to the reader and deemed as high quality by Google.
  • Fixing on-page SEO
    We removed keyword stuffing and bolded keywords to ensure on-page written content was helpful to users and indexable by Google.
  • Consolidating duplicate content
    To ensure no pages were cannibalizing traffic from more valuable pages, we identified duplicate content based on keyword rankings and annual organic traffic. We also moved unique content from lower-ranking pages to the high-ranking page, drafted the low-ranking pages, and redirected these pages to the improved content.

The results

Optidge’s robust and thorough SEO-focused strategy met – and exceeded – objectives.

  • 202% increase in organic traffic
  • 50% increase in website conversions
  • 51% increase in bookings
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