SEO
FloTek SEO Strategy
FloTek Plumbing provides residential and commercial plumbing solutions to the west suburbs of Chicago. From clogged kitchen drains to tree root intrusions, the FloTek team has seen it all and then some. While FloTek's plumbers were experts in their field, the company struggled to find website SEO strategies that consistently kept organic traffic pipelines flowing. FloTek partnered with N2 Solutions on a suite of marketing initiatives, including robust SEO support.
The simplest SEO adjustments can have the largest impact; updating the year in the headline got this old FloTek blog ranking above Martha Stewart's official website.
SEO Process
The objective: Through a data-driven SEO strategy focused on targeted keywords, technical optimization, and consistent content development, N2 Solutions helped FloTek significantly increase organic visibility and regular qualified leads.
Technical and Content Audit
We audited FloTek's existing page content and technical infrastructure, prioritizing fixes to load speed, site navigation structure, mobile responsiveness, and search engine indexing.
Keyword Research
SEO strategizing starts by identifying target long-tail keywords, analyzing plumbing competitors, and understanding FloTek's audience's search intent to uncover potential opportunities.
Content Strategy
Informed by a new set of keywords, new, high-quality content is added, old pages are enhanced to align with the new strategy and internal linking improves relevance and authority.
Ongoing Support
Our SEO support continues with new monthly blogs, keyword position and audience tracking, bolstered by authority-building campaigns to keep pages ranking.
Technical and Content Audit
FloTek's existing website was far ahead of other competitors, with a great set of blogs, service pages and location pages already ranking in some areas. These strengths were hampered by technical issues, keyword-stuffed content and an awkward navigational structure.
Key issues included:
Navigation: Navigating between services menus was difficult thanks to an awkward service page menu and long, mislabeled drop-down menus.
Keyword Stuffing Content: Nearly all of the original content was stuffed to focus on St. Charles, IL, from headings to paragraphs and meta descriptions.
Indexing Issues: Key blogs and location pages were not indexed properly on Google; they were accessible but not appearing on search engines.
Inconsistent Strategy: A lack of consistent keyword strategy led to issues with content cannibalization, readability issues and repeated content.
Objectives
Technical Bedrock
Address site health issues, including search engine indexing and navigation.
Content Consistency
Content should be unique, relevant to FloTek's audience and align to a robust keyword strategy.
Higher Traffic, More Jobs
Organic growth should lead to more phone calls and techs in the field.
Marketing Services
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Keyword Strategy
Research
Keywords were chosen from a mix of competitor analysis, pre-existing organic rankings, existing site content and internal brainstorming. Our goal was to match each page to transactional “longtail” keywords over broad search terms. For example, instead of tracking for “hydro jetting,” a broad plumbing service term without a clear intent, it would make more sense to pursue rankings for “hydro jetting pricing” or “hydro jetting emergency plumber,” as the user has a specific goal. As for the amount of keywords, it’s a best practice to have one focus keyword per page on the site.
Blogs
Our team contributes 1-3 blogs per month to the FloTek website as part of our ongoing SEO support. Blogs are created over a three-step process:
1
Keyword Identification
We choose a focus keyword for the blog. For this blog, we went with a common plumbing question, “water discoloration help.” This keyword had a good mix of low competition and high traffic potential.
2
Content Writing
We wrote the blog Why Is My Water Discolored? How a Plumber Can Help that fleshed out the keyword. The blog provides substantial answers to the question and links back to FloTek's plumbing services.
3
Indexing
After the blog is published, we check to make sure that it is eligible to be indexed on Google Search Console, and address any errors that come up.
Results and Highlights
There's no silver bullet for SEO; every business should have its own tailored strategy that builds on existing strengths. Our vision for FloTek's SEO strategy was a consistent output of high-quality content built on a healthy technical foundation. This approach allowed us to steadily increase organic visibility while targeting the specific search intent of their ideal customers.
