AIIMS Group SEO Case Study King & Sons Plumbing Melbourne
AIIMS Group SEO Case Study King & Sons Plumbing Melbourne
How AIIMS Group turned a respected Melbourne plumbing business into a stronger organic search competitor with more clicks, more tracked conversions, stronger suburb rankings and a lower lead cost than paid search.
Melbourne’s most experienced plumbers needed search visibility to match their reputation.
King & Sons Plumbing had the experience, licensing, market coverage and service capability. What they did not have was a search presence that properly reflected the strength of the business. The website needed cleaner foundations, clearer service targeting, better conversion tracking and stronger local SEO architecture.
King & Sons Plumbing is a Melbourne plumbing company with more than 30 years of industry experience across emergency, residential and commercial plumbing.
Important SEO foundations were weak: thin content, live placeholder blog material, incomplete metadata, tracking gaps and a structure that was not giving Google enough clean local relevance.
Build a stronger organic engine that could win suburb searches, increase qualified enquiries and give the client a compounding channel outside pure paid ads.
Total click growth, year on year.
Google Search Console showed stronger organic demand and stronger visibility across the same December to April period year on year.
Year-on-year click growth, producing +203 more organic clicks compared with the same period last year.
SEO did not just lift visibility. It lifted enquiry behaviour.
138 → 424
+207% year on year
Organic key events grew across the core website experience, showing that the increase in traffic was not empty traffic.
26 → 101
+288% year on year
The homepage became a stronger conversion path from organic discovery to enquiry intent.
20 → 56
+180% year on year
Contact-led organic conversion improved as tracking and user pathways became cleaner.
11 major tasks
Technical, content and tracking
The campaign focused on foundations first, then authority building and suburb-level optimisation.
Clean the foundations first. Then build authority where the money is.
For local trade SEO, rankings do not come from one blog or one meta title. They come from technical hygiene, service clarity, suburb relevance, internal linking, crawlable structure, proof, tracking and content depth working together.
Technical SEO repairs
Cleaned up site issues that were weakening crawl quality, page interpretation and conversion measurement.
Metadata and page targeting
Improved title tags, descriptions and on-page relevance for high-intent plumbing and suburb searches.
Location page strengthening
Built stronger local relevance across Melbourne suburb pages, focusing on commercial intent and service specificity.
Content and topical authority
Removed weak placeholder content and supported the site with stronger service-led content that aligns with search intent.
Conversion tracking
Improved confidence in reporting by focusing on key events that show real enquiry behaviour rather than vanity metrics.
What the investment delivered.
At $32.40 per organic lead, SEO produced qualified enquiries below the benchmark used for Melbourne plumbing Google Ads lead cost comparison.
$13,750
SEO retainer investment across the reported period.
424
Key organic conversion events generated during the reporting period.
$32.40
Organic search cost per lead based on investment and tracked key events.
The pages doing the heavy lifting.
Organic sessions, key events and page-level visibility showed where search demand was becoming real enquiry behaviour.
| Page | Organic Sessions | Key Events | YOY Change | GSC Clicks |
|---|---|---|---|---|
| / | 886 | 101 | +288% | 630 |
| /contact-us/ | – | 56 | +180% | 79 |
| /about-us/ | – | 19 | +1,800% | – |
| /plumber-narre-warren-south/ | 29 | 3 | New | 30 |
| /plumber-craigieburn/ | 24 | 3 | +50% clicks | 28 |
Page 1 on the terms that matter.
The campaign produced visibility across high-intent suburb searches where users are close to taking action.
plumber narre warren south
#3 New Entry 11 clicks
plumber port melbourne
#3.4 +1.4 positions +40% clicks
plumber glenroy
#4.8 +1.3 positions 4 clicks
plumber craigieburn
#6.1 +0.9 positions +50% clicks
30 Page 1 rankings. Page 2 terms climbing.
All branded keywords excluded. Positions 1 to 3 are highlighted because they carry the most commercial weight.
| # | Keyword | Position | Search Vol. | Page |
|---|---|---|---|---|
| 1 | plumber noble park | #1 | 210 | P1 |
| 2 | plumber balwyn north | #1 | 140 | P1 |
| 3 | plumber aspandale gardens | #1 | 110 | P1 |
| 4 | plumbers craigieburn | #2 | 140 | P1 |
| 5 | plumber kensington | #3 | 720 | P1 |
| 6 | plumber box hill | #3 | 720 | P1 |
| 7 | plumber balwyn | #3 | 480 | P1 |
| 8 | plumber port melbourne | #3 | 480 | P1 |
| 9 | plumber preston | #4 | 590 | P1 |
| 10 | plumber st kilda | #4 | 720 | P1 |
| 11 | plumber st kilda melbourne | #4 | 390 | P1 |
| 12 | blocked drains carnegie | #4 | 110 | P1 |
| 13 | tap repairs | #5 | 320 | P1 |
| 14 | plumber carlton | #5 | 210 | P1 |
| 15 | plumber tarneit | #5 | 210 | P1 |
| 16 | plumber narre warren | #6 | 480 | P1 |
| 17 | plumber south melbourne | #6 | 480 | P1 |
| 18 | plumber brunswick | #6 | 1,000 | P1 |
| 19 | plumber glenroy | #7 | 170 | P1 |
| 20 | plumber mentone | #7 | 110 | P1 |
| 21 | plumber moorabbin | #7 | 90 | P1 |
| 22 | plumber north melbourne | #8 | 210 | P1 |
| 23 | plumber bentleigh | #8 | 170 | P1 |
| 24 | plumber doncaster | #8 | 140 | P1 |
| 25 | plumber craigieburn | #9 | 720 | P1 |
| 26 | plumber tullamarine | #9 | 140 | P1 |
| 27 | plumber epping | #10 | 1,000 | P1 |
| 28 | plumber sunbury | #10 | 590 | P1 |
| 29 | plumber melton | #10 | 480 | P1 |
| 30 | plumber footscray | #11 | 480 | P2 |
| 31 | plumber docklands | #11 | 210 | P2 |
| 32 | plumber south morang | #11 | 170 | P2 |
| 33 | plumber altona | #12 | 210 | P2 |
| 34 | plumber thornbury | #12 | 170 | P2 |
| 35 | plumber sunshine | #13 | 480 | P2 |
| 36 | plumber reservoir | #13 | 390 | P2 |
| 37 | plumber frankston | #13 | 390 | P2 |
| 38 | plumber mernda | #14 | 210 | P2 |
| 39 | plumber keilor | #15 | 140 | P2 |
| 40 | plumber glen waverley | #16 | 480 | P2 |
| 41 | plumber werribee | #16 | 390 | P2 |
| 42 | plumber pakenham | #17 | 390 | P2 |
| 43 | plumber ringwood | #17 | 320 | P2 |
| 44 | plumber hoppers crossing | #17 | 210 | P2 |
| 45 | plumber brunswick east | #18 | 210 | P2 |
| 46 | plumber dandenong | #18 | 170 | P2 |
| 47 | plumber point cook | #19 | 390 | P2 |
| 48 | plumbers in melbourne | #20 | 590 | P2 |
Data sourced from Google Search Console and third-party ranking tools. Branded keywords excluded.
Where this case study connects inside the AIIMS ecosystem.
This section links the case study to AIIMS SEO service pages, related case studies and conversion pages to support internal authority and user pathways.
Common questions about this SEO campaign.
What did AIIMS Group do for King & Sons Plumbing?
AIIMS Group improved the SEO foundations, cleaned content issues, strengthened local landing pages, corrected tracking gaps and built a stronger internal structure around Melbourne plumbing search intent.
What were the strongest results?
The strongest results were 207% more organic conversions, 48% more organic clicks year on year, 424 tracked organic key events and 30 Page 1 rankings.
Why does this matter for a plumbing business?
Plumbing SEO is extremely local and extremely competitive. Ranking across suburb and service searches means the business appears when customers are actively looking for help.
Can AIIMS Group apply this SEO model to other service businesses?
Yes. The same model can be applied to plumbers, electricians, builders, healthcare providers, trades, professional services and multi-location service businesses that need suburb-level search visibility.
Want SEO that produces proof, not excuses?
AIIMS Group builds SEO systems around technical foundations, local search visibility, content authority, conversion tracking and commercial reporting. This is how SEO becomes a business asset instead of a monthly report nobody reads.