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How This Bayside Plumber Ranks for Some of Melbourne’s Most Competitive Keywords

31 Aug

Digital strategy for Watermaster Plumbing Solutions.

Watermaster Plumbing Solutions are plumbers based in Melbourne’s Bayside, offering outstanding plumbing services to both domestic and commercial clients across Bayside as well as Melbourne’s CBD.


They have:

  • Many years’ experience
  • A flawless reputation
  • Some big and impressive clients (including Melbourne’s Eureka Tower!)
  • The highest certifications and standards

They offer an all-inclusive range of plumbing services, from standard household maintenance (think leaking pipes, blocked toilets, and clogged drains) to complete commercial projects including fit outs (included the complicated dentist surgery).

The problem? Its online presence

Despite all these excellent attributes, their online presence was lacking. They had this great service to offer and a ton of valuable information to share, but no one was finding it online.


Business assessment

As with all our projects, we began Watermaster’s strategy with a thorough business assessment. We learnt all about the business, including the fact that word-of-mouth referrals were incredibly valuable, but awareness through the website was minimal. We sought out to change that.

Following the business assessment, we got to work on the all-important keyword research. The results we find here determine the content that ensues.

New content

After the keyword research was completed, we began to create brand-new content for the website. The content was carefully structured to ensure it was keyword-optimised but was also natural, informative, and of high quality.

Watermaster’s keyword rankings

As you probably know, SEO is a long-term strategy; results and rankings do not happen overnight. Constant monitoring is key to delivering long-term success.

From January to August, we have kept a close eye on how Watermaster has been ranking in Google for particular keywords. Below, find a quick summary…

January (before we began)

  • 1 keyword in the top 3 Google results
  • 6 keywords in the top 4-10 results
  • 19 keywords in the top 11-20 results

Total number of keywords in the top 20 search results = 26

Not bad, to be honest. But we didn’t want “not bad”. We wanted AWESOME.

April (once the site was launched)

Just after the site’s launch, we had doubled the number of keywords in the top 20 results of Google search. We had also started content marketing by adding two new blog posts per month, as well as social media.

In April, we had:

  • 1 keyword in the top 3 results (same as above)
  • 15 keywords in the top 4-10 results (almost triple the above)
  • 35 keywords in the top 11-20 results (16 more than above)

Total number of keywords in the top 20 search results = 51 (almost double compared to January!)

But we didn’t stop there. As well as increasing the number of keywords the site was ranking for, we were also making upwards movements: over May, June, July, and August, the number of keywords in the top 11-20 results was decreasing as the number in the top 4-10 continued to rise.


  • By August, we had:
  • 6 keywords in the top 3 results
  • 42 keywords in the top 4-10 results (that’s page one!)
  • 33 keywords in the top 11-20 results (page two)

Total number of keywords in the top 20 search results = 81 (that’s 30 more than April!)

Further, we had 98 keywords in the top 21-50 results, and 146 keywords in the top 50-100 results.

The table below may help to clarify. As you can see, not only has the overall number of keywords in increased from January to August, but as the numbers in the top 11-20 decrease (see the green line shrinking from May to June), the number of keywords in the top 4-10 has increased (see the red line growing all the way from March through to August).


Social media

Ongoing social media is just another social signal to show Google that your company is current, active, and you guessed it, social! A small advertising budget (generally spent on promoting new blog posts) means we can refer traffic to the website.


What does this tell us?

It tells us a few things:

a) Content marketing works

No doubt you’ve read dozens and dozens of articles explaining how valuable content marketing and blogging. It’s a fool-proof way to show Google you are current, active, and knowledgeable, and with each new page you add to your website, you are providing yet another opportunity for someone to find you in Google’s search results.

b) Better keyword rankings = more traffic

The correlation between keyword ranking and traffic is obvious. As a site begins to rank for more and better value keywords, organic traffic will increase.

We have very little data in terms of what was happening before we had access to Watermaster’s analytics, but the below screenshot shows how traffic has increased since we began the strategy until today.

Sessions, users, and page views have grown exceptionally, while there has also been growth for pages per session and the average session duration.

c) More traffic = more calls, and that means more business

With more traffic, we expect more business. We expect more calls, more enquiries, and more forms filled out. But we don’t just work on speculation; we use Google Analytics to track important goals.

We track:

  • Contact page visits
  • Contact form submissions
  • Phone number clicks

We can only track phone number clicks that come from a smartphone, not a desktop, which is why we also added a specific number to the website. This is so the client can see exactly how many calls are coming from the website (regardless if they’re from desktop or a smartphone) through this specific phone number.


Web strategy from a digital agency

Over the past few weeks we are sharing some recent digital strategies that have transformed websites from simple information brochures in 24/7 sales teams that are always generating traffic, leads, and sales. Do you want to know how you can benefit from a strategy?

Get in touch with iformat – digital agency in Melbourne – today. Contact us here.

Read more case studies for some of our recent clients in these other blog posts: