Skip to content 
Building a New Website That Achieved Top 3 Local Rankings
The Client
Gulvin's Heating & Plumbing is a local plumbing and heating company based in Herne Bay, Kent.
The business had been trading for more than a decade and had developed a strong local reputation, supported by excellent customer reviews and established trust within its service area.
However, its existing website didn't properly represent the range of services the company provided or the locations it covered.
The Challenge
The existing website lacked a clear SEO structure.
Important plumbing and heating services weren't supported by dedicated, optimised pages, while the areas Gulvin's served weren't properly reflected within the website architecture.
Rather than simply redesigning the existing website, we wanted to build a new site around what Gulvin's actually sells and what potential customers actually search for.
That meant SEO needed to determine the website structure before the design and development process began.
What We Did
- 1Researched the services Gulvin's actually wanted to generate enquiries for.
- 2Analysed keyword demand around those services and locations.
- 3Created a complete SEO topical map before designing the website.
- 4Used the topical map as the blueprint for the new website architecture.
- 5Designed and developed the new website around that structure.
- 6Created dedicated pages for individual plumbing and heating services.
- 7Built location pages targeting the areas surrounding Herne Bay.
- 8Developed a strategic internal linking structure connecting services and locations.
- 9Optimised the website around both service-based and occupation-based searches.
- 10Supported the website with Google Business Profile optimisation for Local SEO.
The service structure included dedicated pages covering boiler installation, servicing and repairs, power flushing, underfloor heating, air source heat pumps, landlord gas safety certificates, bathrooms and kitchens.
Alongside these, location-focused content was created for Herne Bay and surrounding areas including Beltinge, Herne, Broomfield, Greenhill and Hampton.
The Results
The website structure also gave Google significantly clearer signals about the relationship between Gulvin's services, locations and Google Business Profile.
The Outcome
Instead of designing a website first and adding SEO afterwards, we used search demand to determine what the website should contain before development began.
Every major page was created because it represented a genuine service, location or search opportunity for Gulvin's.
Service pages and location pages were then connected through internal linking, allowing authority and relevance to flow throughout the website rather than leaving individual pages isolated.
The result is a website that accurately reflects both what Gulvin's does and where it does it.
Combined with Google Business Profile optimisation, this approach has helped Gulvin's achieve Top 3 local map visibility across every occupation- and service-based keyword currently being targeted.
Want Similar Results?
If you're rebuilding your website, SEO shouldn't be something that's added after the site goes live. We can research your services, locations and search demand first, then build your website around the opportunities your customers are actually searching for.