Case study
Sigma Plumbing
From Page 5 to Page 1 Across Western Sydney
Sector
Plumbing
Market
Western Sydney
Services
SEO, landing pages and local search
Audience
Homes, businesses and strata
655+
Searches in Google's top 10
Up from 1
74X
More Google appearances
Month 1 to month 6
4X
Better Google position
Average, #50 to #12
Top 5
Emergency Plumber Blacktown
Google search
About the client
About Sigma Plumbing
Sigma Plumbing is a locally owned plumbing business based in Merrylands, working across Western Sydney and the suburbs around it. Its licensed plumbers answer the phone 24 hours a day, 7 days a week, weekends and public holidays included.
The team looks after homes, businesses, strata buildings and commercial sites. The work runs from a dripping tap to a burst pipe at midnight: blocked drains, hot water systems, gas fitting, sewer and stormwater, pipe relining, roof and gutter repairs, and planned maintenance for strata and property managers.
Sigma’s way of working is simple. Upfront quotes before the job starts, a courtesy call before the plumber arrives, and a tidy site when they leave. It’s a hands-on business that people call when something has gone wrong and they need it fixed properly.
Our work
0108
A Look at
Our Work
for Sigma
The website
The Sigma Website
The website is where every search lands, so it has to work hard for someone with water on the floor. Their phone number sits at the top of every page, and the free quote form is never more than a scroll away.
Each key suburb and each main service now has a clear page of its own. Someone in Blacktown with a blocked drain lands on a page written for Blacktown, not a generic one written for everywhere.
Starting point
Where Sigma Started
Sigma already had the hard part sorted: licensed plumbers, a 24/7 phone line and a list of customers who call them back when the next job comes up. Most of that work came through word of mouth and repeat clients.
The next step was search. Every day, people across Western Sydney type “plumber” and their suburb into Google, often in the middle of an emergency. Together with the Sigma team, we set out to put the business in front of those searches.
Goals
What Sigma Wanted From Search
- Reach page 1 for “plumber” searches in the suburbs Sigma serves most.
- Be found fast for emergency searches, when someone needs a plumber now.
- Give each key suburb and service its own page, so Google could match a local search to the right one.
- Keep the website and Google Business Profile active with fresh content every month.
The challenge
Ready to Be Found Beyond Word of Mouth
Plumbing is one of the busiest local searches in Sydney. Plenty of businesses want the same calls, and Google only puts ten of them on page 1.
Each of those searches is someone who needs help today. A homeowner in Seven Hills with a blocked drain is ready to book. So is a strata manager in Parramatta with a leak in a common area. Google shows them the plumbers it trusts most for that search, in that suburb.
Getting onto that first page takes more than a good homepage. It needs a page for each suburb and service, content Google can read, an active local listing, and other websites pointing back to the business.
Strategy
The Strategy Behind the Results
One page for every suburb
Location pages for Parramatta, Blacktown, Penrith, Castle Hill, Liverpool, Seven Hills, Ryde and more, each written for the people who live there.
A page for every main service
Service pages for blocked drains, hot water systems, commercial plumbing and pipe relining, so each job type has somewhere to rank.
Give Google more to read
Fresh blog articles every month, plus search-friendly page titles, image descriptions and links between related pages.
Show up on the map
The Google Business Profile set up and kept active with weekly posts and service images, backed by links from other trusted websites.
What we did
What We Did, Phase by Phase
The foundation
Phase 1 · Site audit and on-page SEO
A full site audit, page fixes, search-friendly titles and descriptions on every page, image descriptions, internal links, and analytics and search tracking set up.
Growing the footprint
Phase 2 · Location and service pages
New pages for the suburbs Sigma serves, from Parramatta and Blacktown to Penrith, Castle Hill, Liverpool, Seven Hills and Ryde. Plus service pages for blocked drains, hot water systems, commercial plumbing and pipe relining.
Every month
Phase 3 · Content
Three blog articles a month on the plumbing questions Sigma’s customers ask, each one linked to the right service or suburb page.
Every week
Phase 4 · Local search and authority
The Google Business Profile set up with weekly posts and service images, and links from other trusted websites pointing back to Sigma.
Results
How the Rankings Moved
Average Google position
emergency plumber blacktown
plumber merrylands
plumber blacktown
Google appearances a month
Average Google position
Up from 1
655
Searches in Google’s top 10
Month 1 to month 6
74X
More Google appearances
In its first months with us, Sigma went from showing up in Google’s top 10 for a single search to showing up there for 655.
The number of times Sigma appeared in Google grew every month, from 770 in month 1 to 57,034 in month 6. That’s 74X more appearances.
The average Google position climbed in every period we measured: #41.1, then #31.7, then #12.5. Overall, it moved from #50 to #12, a 4X better position.
The biggest moves came on local searches. “Emergency plumber blacktown” went from #87 to #4. “Plumber merrylands”, right on Sigma’s doorstep, climbed from #61 to #6.
Keywords
Where Sigma Ranks
| Keyword | Best result | Searches a month |
|---|---|---|
| plumber blacktown | Top 10 | 720 |
| plumber parramatta | Top 10 | 480 |
| commercial plumber sydney | Top 10 | 480 |
| plumber castle hill | Top 10 | 390 |
| plumber merrylands | Top 10 | 210 |
| gas plumber sydney | Top 10 | 170 |
| plumber seven hills | Top 10 | 170 |
| emergency plumber blacktown | Top 5 | 40 |
Business outcome
What It Meant for the Business
A plumbing search is rarely casual. Someone typing “plumber blacktown” or “emergency plumber blacktown” usually has a problem right now and wants a plumber at the door soon.
Every keyword in the table above is on page 1 of Google, across Blacktown, Parramatta, Castle Hill, Merrylands and Seven Hills, plus commercial and gas plumbing searches across Sydney.
More of those searches now lead to Sigma’s own pages, where people can call the 24/7 line or book online. Clicks from Google grew 6X over the same stretch.
6X
More clicks from Google
8 of 8
Table keywords on page 1
655
Searches in Google's top 10
Local search
Local Search That Keeps Sigma in View
Plenty of people check the map before they ever open a website, then read a little before they pick up the phone.
Working with the Sigma team, we set up the Google Business Profile and keep it active with weekly posts and service images. Three new blog articles a month answer the questions homeowners and property managers ask, from blocked drains to hot water. Links from other trusted websites back it all up.
3
Blog articles a month
Weekly
Google Business Profile posts
24/7
Line every page points to
4X
Better Google position
AI search proof
TBD
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Figures are rounded. Search results change, and every business starts from a different place, so your results will vary.
