Dominating “Emergency” Keywords: A 24/7 Local SEO Strategy
Client: A plumbing company specializing in 24/7 emergency repairs in a large metro area.
Challenges We Faced
The client offered 24/7 service but wasn’t getting calls after 5 PM, losing business to competitors:
No “After-Hours” Visibility
They ranked for “plumber” during the day but disappeared for “emergency plumber” searches at night.
Unclear GMB Hours
Their GMB profile didn’t explicitly state “24 Hours,” causing Google to filter them out of late-night searches.
Generic Service Pages
They lacked a dedicated “Emergency Plumbing” page, relying on their homepage to rank for everything.
Low Mobile Conversion
Mobile users couldn’t find the phone number quickly on the site.
Missing Location & Emergency Landing Pages
The site had no city-specific emergency pages, limiting visibility for nearby neighborhoods in urgent searches.
Capture Emergency Calls
“Is your phone silent at night? Our Emergency Plumbing SEO strategy puts you in front of customers when they need you most.”
Our Approach – How We Solved These Challenges
Google Business Profile Management
We updated their GMB hours to “Open 24 hours” and added “Emergency Plumber” as a primary category.
We posted updates highlighting their 24/7 availability.
Service Page Optimization
We built a dedicated “24/7 Emergency Plumbing” landing page optimized for keywords like “burst pipe repair” and “weekend plumber.”
Technical SEO & UI/UX
We added a “sticky” click-to-call button to the mobile site header, ensuring users could call instantly without scrolling.
Local Keyword Research
We targeted high-intent, time-sensitive keywords (e.g., “plumber open now,” “emergency drain cleaning”).
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| “Emergency” Calls (After 5 PM) | 2/mo | 45/mo | +2150% |
| Map Pack Ranking (“emergency plumber”) | #18 | #2 | +16 spots |
| Mobile Click-to-Call Rate | 2.5% | 12.0% | +380% |
Free Emergency Audit
“Not ranking for ’emergency plumber’? Claim a Free Local Audit and let our plumber seo company find your gaps!”
Advice for Marketers & Brand Owners
- Tell Google you are open. If your GMB hours aren’t 24/7, you won’t show up for “open now” searches at night.
- Build an “Emergency” page. Don’t rely on your homepage. A specific emergency page converts panicked customers much better.
- Speed is everything. Emergency customers won’t browse. Make your phone number the biggest thing on the mobile screen.
Extra Factors That Made It Work
- The “sticky” call button was the #1 driver of increased conversions.
- Creating a separate “Emergency” page allowed them to rank for specific, high-value keywords they were previously missing.
- The GMB hours update had an immediate impact on late-night visibility.
