Industry:
- Building Materials
Website:
Cleveland Plumbing Supply, a fourth-generation family-owned business, partnered with Classy Llama to modernize their digital strategy. Together, they implemented SEO enhancements that improved search visibility, driving increased traffic and strengthening CPS’s position as a leader in plumbing solutions.
22%
Increase in Total Clicks
16.9
Average Search Position
14%
Increase in Impressions
Cleveland Plumbing Supply (CPS) has a rich history of resilience and growth, spanning nearly a century. Founded in 1932, CPS has expanded from a single store to seven locations across northeastern Ohio, becoming a trusted provider of plumbing solutions for both commercial contractors and retail customers. Despite their legacy, CPS recognized that an outdated content management system (CMS) and the evolving digital landscape required fresh strategies to stay competitive. Their goal was to increase traffic and enhance visibility, particularly through SEO and paid media integration.
Classy Llama stepped in to assess CPS’s digital marketing needs and navigate the constraints of their legacy CMS, providing strategic SEO solutions to align with CPS’s objectives and the demands of a modern ecommerce platform.
Goals & Strategies
- Enhanced Search Visibility: Boost organic search rankings through strategic on-page SEO improvements.
- Integrated SEO & Paid Media: Combine SEO efforts with paid media to reduce costs and increase reach.
- Local SEO Optimization: Add location pages to target customers searching for “plumbing supplies near me” within northeastern Ohio.
- User Engagement: Improve user experience with optimized meta titles, descriptions, and CTAs.
In Detail
CPS’s legacy CMS posed challenges for Classy Llama, limiting the team’s ability to fully crawl the site. Undeterred, the team used Google Search Console data to guide strategic SEO optimizations. Key improvements included refining meta titles and descriptions, optimizing category pages, and adding CTAs to drive user engagement. Recognizing the importance of local SEO, the team also introduced location pages, enabling CPS to appear in local search results for potential customers in specific areas.
These adjustments helped create a more intuitive browsing experience, leading to higher engagement and visibility. By integrating SEO and paid media efforts, CPS saw a reduction in their cost per click, maximizing their digital marketing investment.
The Results
Between March and June 2024, CPS experienced substantial growth in digital metrics compared to the campaign’s first four months (starting in November 2023):
- 22% increase in total clicks
- 14% increase in impressions
- Improvement in average search position from 20.4 to 16.9
These metrics demonstrate CPS’s improved search engine performance, helping them connect with more potential customers and reinforcing the effectiveness of the combined SEO and paid media approach.
Conclusion
Cleveland Plumbing Supply’s digital transformation highlights the power of embracing innovation to meet evolving market demands. With the help of Classy Llama, CPS has successfully modernized its SEO strategy, driving traffic, enhancing customer reach, and strengthening their legacy. Positioned for continued growth, CPS is ready to serve the plumbing community for generations to come.