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Home » Digital Marketing & SEO » Case Studies » SEO Case Study: Drain Fixers – Boosting Local Visibility and Traffic in Melbourne

Business Model — Overview of the Company

Drain Fixers is a Melbourne-based company specializing in diagnosing and repairing blocked or broken drains. Their professional services include water jetting, pipe relining, drain replacement, and CCTV drain inspection. With years of experience and advanced drainage technology, Drain Fixers delivers fast, efficient, and long-term drainage solutions for both residential and commercial clients.

Core Services:

  • Blocked Drain Repair: Expert diagnosis and resolution of clogged pipes
  • Pipe Relining & Replacement: Non-invasive solutions for damaged or aging pipes
  • CCTV Drain Inspections: Accurate detection and mapping of drainage issues
  • Water Jetting & Cleaning: Thorough cleaning of pipelines to prevent future blockages

Target Market and Challenges Before SEO

Target Market: Homeowners and property managers in Melbourne, Australia seeking professional drain repair, cleaning, and relining services.

Challenges Before SEO:

Drain Fixers faced several hurdles that limited their ability to attract local clients online:

  • Low Online Visibility: The website did not appear in search results for high-value local search phrases such as “blocked drains Melbourne” or “drain relining services.”
  • Limited Local Presence: Weak local SEO and missing citations made it hard for nearby homeowners to find the business.
  • Content Gaps: Service pages were not optimized with location-based keywords or detailed service descriptions.
  • Technical and UX Issues: Slow page load times, missing meta tags, poor header structure, and unoptimized images reduced both user engagement and search engine rankings.
  • High Competition: Numerous established local drain repair companies competed for the same service-related keywords.

Issues Identified & How They Were Resolved

Following a full SEO audit and competitor benchmarking, we identified several structural, technical, and content gaps restricting growth.

Low Online Visibility

Issue: The site was not ranking for key local service keywords, reducing organic lead generation.

Resolution: We optimized on-page content, metadata, and keyword targeting to align with high-intent, location-based search behavior.

Meta Titles & Meta Descriptions

Issue: Several pages lacked meta titles and descriptions or had duplicates, impacting click-through rates.

Resolution: All pages were updated with unique, keyword-focused meta titles and descriptions that accurately reflected page content and encouraged clicks.

Content Structure & Header Tags

Issue: Pages lacked proper H1/H2/H3 hierarchy, making it difficult for search engines and users to understand content structure.

Resolution: Headings were reorganized to improve readability, content hierarchy, and SEO relevance for each service page.

Image Optimization

Issue: Large image sizes and missing alt tags slowed down performance and limited image search visibility.

Resolution: Images were optimized for size, speed, and SEO with descriptive, keyword-relevant alt text.

Technical SEO & Performance

Issue: Crawl errors, slow loading pages, and mobile responsiveness issues affected user experience and search rankings.

Resolution: Technical fixes included improving page speed, correcting broken links, ensuring mobile responsiveness, and aligning with Core Web Vitals.

Website Testing & Quality Assurance

After on-page and technical optimizations, Drain Fixers’ website underwent a structured testing and QA phase:

  • Functional Testing: Ensured all forms, CTAs, and links worked correctly.
  • Cross-Device & Browser Testing: Verified consistent performance on desktop, tablet, and mobile.
  • Performance Validation: Checked page speed, Core Web Vitals, and overall stability.
  • SEO Compliance Checks: Confirmed indexing, metadata, heading structure, and internal linking.
  • UX Review: Assessed navigation and content flow to maximize visitor engagement and conversions.

Off-Page Optimization & Authority Building

With a strong on-site foundation, off-page SEO efforts focused on building authority, trust, and local relevance:

Key Focus Areas:

  • Local SEO Optimization: Enhanced location-specific citations and local trust signals in Melbourne.
  • Authority Building: Secured high-quality backlinks from industry-relevant sources.
  • Reputation Signals: Increased visibility on review platforms and third-party directories.
  • Link Profile Health: Acquired natural, contextually relevant backlinks to sustain search rankings.

Results & Monitoring

To measure performance and ensure continuous improvement, we leveraged Google Search Console, Google Analytics, and our proprietary real-time SEO monitoring tool as primary reporting and tracking solutions.

Google Search Console Insights

Tracked total clicks, impressions, and indexing status to measure visibility improvements and identify high-performing pages.

Google Search Console Insights

Google Analytics Performance Tracking

Measured user behavior, engagement, session duration, and conversion paths to ensure increased visibility translated into qualified leads.

Proprietary Real-Time Monitoring

In addition to standard tools, our proprietary monitoring platform tracks real-time traffic, keyword positions, clicks, and overall site performance. This allows our team to spot new trends instantly and adjust strategies quickly, ensuring Drain Fixers, Inc stays ahead of the competition.

Conclusion

As a result of the structured SEO program, Drain Fixers experienced measurable improvements in visibility, traffic, and engagement. Key outcomes included:

  • Expanded Organic Search Visibility: Appeared for a broader set of high-intent, location-specific keywords.
  • Higher Click-Through Rates: Improved listings attracted more local leads.
  • Keyword Ranking Improvements: Secured first-page positions for core service and location-specific terms.
  • Enhanced Engagement: Better content structure, navigation, and site speed increased session duration and page interactions.

These results demonstrate how a collaborative, data-driven SEO approach—combining on-page optimization, technical improvements, content strategy, authority building, and performance monitoring—can drive sustainable, business-focused growth for a local service brand operating in a competitive market.