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From Rewrite to Results — How Strategic Content and UX Transformed Reliant Plumbing's SEO

Client: Reliant Plumbing
Timeline: April 2024 – August 2024
Role: SEO Strategist, UX Lead, Content Writer

Objective

To significantly improve organic search performance and user engagement by overhauling outdated website content and leading a complete site redesign for Reliant Plumbing.

Challenges

  • Outdated and under-optimized web content with low keyword relevance

  • Limited non-branded search traffic, affecting reach beyond the company name

  • Poor UX and navigation contributing to user drop-off

  • Fragmented site structure lacking content hierarchy and SEO strategy

Strategy

1. Content Audit and Rewrite (April 2024):
Led a full audit of existing pages, identifying gaps, redundancies, and keyword opportunities. Initiated a rewriting project to:

  • Improve keyword targeting and SEO structure

  • Establish tone consistency and trust-building language

  • Optimize metadata and internal linking

2. Site Redesign and UX Overhaul (April – August 2024):
Spearheaded the redesign project to create a modern, user-focused experience. My contributions included:

  • Creating a simplified site map and intuitive navigation structure

  • Writing all new website copy optimized for readability and SEO

  • Collaborating with designers and developers to ensure mobile responsiveness and accessibility

3. Performance Optimization:
Ensured technical SEO best practices were implemented, including schema markup, optimized image sizes, and clear heading hierarchy.

Results

Using performance data from June 2023 through May 2025, we measured substantial SEO improvements following implementation:

Organic Traffic Growth

  • Steady climb in traffic began shortly after April 2024 content rollout

  • Major acceleration followed the August 2024 site launch

Top 3 Keyword Rankings

  • Increased number of keywords in positions 1–3, signaling improved authority

Branded vs. Non-Branded Traffic

  • Non-branded organic traffic saw significant gains, reflecting increased visibility beyond name recognition

Visual Impact

Organic Traffic Over Time: Marked upward trajectory post-content launch and site overhaul

    Top 3 Keyword Rankings: Gradual rise throughout the project window

    Branded vs Non-Branded Traffic: Notable increase in non-branded visibility indicates SEO success

      Conclusion

      This case demonstrates how a well-executed content strategy and website redesign can drive measurable improvements in SEO. By leading the rewrite, managing the redesign, and aligning content with searcher intent, I helped position Reliant Plumbing for sustained organic growth.