A local plumbing company. A high-intent keyword. And a geotargeting strategy that put them exactly where their customers were already looking.
The situation
Honest Home Services Plumbing is exactly what their name suggests — a straightforward, trustworthy plumbing company serving Argyle, Texas and the surrounding Denton County area. Good reviews, reliable technicians, fair pricing. In a word: solid.
The problem wasn't the quality of their work. It was that when a homeowner in Argyle had a burst pipe at 8am, or was Googling around for a plumber to hire before the weekend, Honest Home Services wasn't showing up. Bigger brands with larger marketing budgets were eating the top spots. And in local search, if you're not on the first screen, you might as well not exist.
What they needed wasn't a total overhaul. They needed their website and online presence to speak Google's language clearly — specifically telling it who they are, where they are, and who they serve. That's what geotargeted local SEO does.
"People searching for a plumber in Argyle are ready to pick up the phone. We just needed to make sure they were finding Honest Home Services first."
The opportunity
Here's something that surprises most local business owners: the search volume for plumbing-related keywords in North Texas is enormous. Across Denton County and the surrounding DFW metro, people search for plumbers, plumbing services, and related terms tens of thousands of times every month. Nationally, terms like "plumbing services" generate over 320,000 searches per month.
At a local level — zooming into Argyle, Flower Mound, Denton, and surrounding cities — the picture is equally strong. These are fast-growing suburban communities with lots of new construction, ageing homes, and homeowners who need plumbers regularly. And they all start the same way: a Google search.
* National search volume data from published SEMrush estimates. North Texas local figure is a market-level estimate based on regional population, growth data, and industry benchmarks — not a guaranteed keyword tool figure for Argyle specifically.
What we did
Geotargeting in SEO is the practice of making your website and online presence as specific and clear as possible about where you operate. Google's local search algorithm heavily favors businesses that clearly signal their location and service area — and rewards those signals with higher rankings when someone nearby searches for that service.
Here's what we did for Honest Home Services, step by step.
Their Google Business Profile is the single most powerful local SEO asset a business has. We made sure every field was complete, accurate, and keyword-rich — service categories, business description, service areas, photos, and Q&A. A well-optimised GBP is the foundation everything else is built on.
We created dedicated service area pages targeting Argyle, Flower Mound, Denton, and surrounding communities. Each page was written specifically for that location — not copy-pasted with the city name swapped. This tells Google exactly which areas Honest Home Services serves and gives the site a chance to rank for local searches across multiple nearby cities.
Page titles, meta descriptions, headings, and body content were updated to naturally include the keywords local homeowners actually search — things like "best plumbing company in Argyle TX" and "plumber near Denton County." No keyword stuffing. Just clear, relevant signals that match real search behaviour.
Page speed and mobile experience are ranking factors. We identified and fixed technical issues that were quietly hurting the site's performance — image sizes, load time, mobile layout — to make sure Google saw a fast, well-structured website that deserved a top ranking.
Google cross-references a business's name, address, and phone number (NAP) across the web. Inconsistent listings on Yelp, Angi, HomeAdvisor, and other directories confuse the algorithm and suppress rankings. We cleaned up and standardised Honest Home Services' listings to send consistent, trustworthy signals everywhere Google looks.
Plain English explanation
If someone in Argyle searches "best plumbing company," Google has a split second to decide which businesses to show them. It asks itself: which businesses are genuinely relevant to this person's location, clearly signal they serve this area, and have enough trust signals to deserve the top spot?
Geotargeting is the process of making sure every one of those signals points clearly to your business. Think of it as telling Google exactly who you are, where you are, and who you're here to help — in every possible place Google might look.
Your address, service areas, and location keywords throughout your website and Google Business Profile all tell Google where you operate.
Pages written specifically for each city or neighbourhood you serve give Google clear evidence that you're genuinely relevant to local searches.
Reviews, consistent directory listings, and a well-maintained GBP all tell Google — and your potential customers — that you're a real, established business worth recommending.
A fast, mobile-friendly website gives Google confidence that users who click your result will have a good experience — which directly affects your ranking.
The results
The work paid off. Honest Home Services Plumbing now holds the top organic position in their target area for "best plumbing company" searches. For a local business competing in a market as active as North Texas, that's a significant achievement — and it translates directly into a consistent stream of inbound calls and leads from homeowners who are already looking to hire.
The most important thing about leads from local organic search: they're free, they're recurring, and they're high-intent. Unlike paid ads that stop the moment you stop spending, a well-optimised local presence continues to generate leads month after month with no additional cost per click.
Top result for "best plumbing company" in their Argyle service area
Homeowners coming to them — not the other way around
Consistent pipeline of leads — not a one-time traffic spike
Organic search — no ad spend needed to maintain the ranking
If someone in your area searched for your service right now, would they find you? Let's make sure the answer is yes.
Talk to us about local SEO →