SEO Project Insights: MZR Drainage
MZR are a long-established professional drainage contractor serving both the domestic and commercial sectors in Birmingham and the surrounding areas. Their rapid 24/7 drain unblocking service, coupled with a range of drainage CCTV surveys and drain repairs, makes them a leading company in this field. They reached out to UClimb to assist with their SEO needs.
The Brief
The brief was simple, to optimise the existing website to rank better for key drainage search terms, to drive organic enquiries alongside their paid ads programme. Like many drainage and plumbing companies, appearing on Google search at that crucial moment when a potential client has a problem to solve, is the lifeblood of their business, providing much needed leads.
Mixed Success Initially
After the initial work of establishing a range of over 200 keywords to monitor, including working out which areas to track these keywords, the website was worked on steadily to make it rank better. Although considerable progress was made, the improvement was tending to plateau. On top of this, the existing website developer was slow to respond to fixes that were needed, adding to the urgency to find a different strategy.
Website Rebuild
UClimb proposed a simple website rebuild, using a tried and tested combination of WordPress CMS, lightweight Hello Elementor theme for fast page loading speeds, and the popular Elementor page builder for ease of future editing. This combination gave the client a long-term platform free from the existing developer restrictions. The details were agreed and the website was rapidly rebuilt in around 4 weeks. To maximise Core Web Vital scores further, we helped the client select a modern cloud-based fast hosting package based on our broad experience of working with a wide variety of website hosting companies.
Ranking Results
Within a short space of time it was clear that progress was being made again. The new website was launched in October 2023, and as the above graph illustrates, keywords ranking within the top 3 positions grew explosively over the next 3 months, from around 5 in October to around 50 in January 2024. The total number of page 1 keyword rankings increased from around 70 in October 2023, to around 120 by January 2024. A significant increase in organic search traffic and enquiries followed.
Client Review
