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Apex Plumbing: #1 in the map pack across London.

How a technical rebuild, borough-level service pages and a Google Business Profile overhaul grew organic traffic 184% in nine months.

SEO · Web design

— 01 · The challenge

Invisible unless they paid for it.

Apex relied almost entirely on paid search. Their site was a single slow page with no service or location content, and their Google Business Profile had few reviews and outdated categories. They ranked for only 120 keywords in the top ten.

Every lead had a media cost attached — and competitors with stronger local presence took the free clicks.

— 02 · Our approach

Build the site Google wants to rank.

Step 01

Technical rebuild

Rebuilt the site for speed and crawlability with clean structure, schema markup and Core Web Vitals in the green.

Step 02

Service & borough pages

Created genuinely useful pages for each service and area covered, mapped to real search demand rather than thin doorway pages.

Step 03

Google Business Profile overhaul

Fixed categories and service areas, added photos and posts, and set up an automated review request after every job.

Step 04

Local authority building

Cleaned up citations and earned links from local suppliers, trade bodies and community sites.

— 03 · The results

Leads without a cost per click.

Measured over 9 months, in the client’s own ad accounts and CRM.

★★★★★

“

We used to pay for every single enquiry. Now the phone rings from Google Maps before we’ve spent a penny.

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