The Tradie with the Flashy Ute… and a Website Google Couldn’t Find
- sunfishweb
- Aug 28
- 4 min read
Updated: Aug 29
How on-page SEO and AI-powered search made all the difference
Tom is the kind of plumber who gets the job done right the first time. His ute is spotless, his tools are neatly organised, and his reputation in the neighbourhood is solid. He’s friendly, dependable, and genuinely good at what he does.
So it came as a surprise when a long-time customer referred a friend, and he didn’t call.
“I searched for you on Google,” he said, “but I couldn’t find your site. I thought maybe you shut down.”
Tom had a perfectly good website.
It looked great on mobile, had sharp photos of his recent jobs, and even featured a “Book Now” button.
But he had no idea why he was practically invisible according to Google.
And in 2025, that’s a problem.
The Painful Discovery: A Website Isn’t Enough Anymore
Tom searched for “emergency plumber Glenwood.”
Then “blocked drain plumber near me.”
Then even just his own business name.
He was nowhere to be found.
Page 6, if he was lucky.
Meanwhile, his competitor whose website looked like it was built in 2015, was right there on Page 1.
That’s when Tom realised something:
Looking good isn’t the same as being searchable.
How AI Has Changed Local Search in 2025
Tom wasn’t alone.
Google is now powered by AI Overviews, voice search, and generative results that rewrite how people discover local services.
People aren’t typing perfect keywords anymore. They’re saying:
• “Who fixes blocked drains in Glenwood fast?”
• “Need a plumber nearby who’s good with hot water systems.”
• “Best plumber in the Hills District with 5-star reviews”
If your site doesn’t answer these questions in plain language, or clearly show your suburb, services, and trust signals, AI won’t mention you.
And if your website content is thin, if all your services are dumped on one page, or if your contact info is hard to find… Google skips over you.
What Was Missing from Tom’s Website?
After a quick audit, here’s what we found:
No suburb targeting
His homepage mentioned nothing about where he worked. No Glenwood, no Castle Hill, no service area at all.
One generic Services page
He had one page with a short bullet list of “Blocked Drains, Hot Water, Emergency Plumbing”, but no explanation of what those services involved.
Title tag just said “Home”
The tab on his browser literally just said “Home.” That’s a lost opportunity to tell Google:
“Blocked Drain & Emergency Plumbing | Glenwood & Surrounds”
Phone number wasn’t clickable
On mobile, users had to manually copy and paste the number. That friction loses customers especially in emergencies.
What Helped Turn Things Around (Without a Full Rebuild)
Tom didn’t need a whole new website. He just needed better structure and content.
1. Localise the Homepage
He updated his intro to say:
“Tom’s Plumbing is a licensed local plumber based in Glenwood, serving Baulkham Hills, Castle Hill, and surrounding suburbs. We specialise in fast response to blocked drains, hot water issues, and plumbing emergencies.”
Now Google knows what he does and where he does it.
2. Create Separate Service Pages
Each service got its own page:
• Blocked Drains
• Emergency Plumbing
• Hot Water Repairs
• Bathroom Renovations
Each page included:
• A clear explanation of the service
• Real examples (e.g. “Unblocked a stormwater pipe in Glenwood last week…”)
• FAQs with keywords people search
• Real photos
• Suburb mentions naturally included
3. Optimise Metadata
He rewrote his page titles and meta descriptions so they matched what customers were actually searching for.
Example:
Title: Blocked Drain Plumber Glenwood | Fast 24/7 Service
Meta Description: Need a blocked drain fixed fast in Glenwood? Tom’s Plumbing offers emergency plumbing and same-day service in the Hills District.
4. Fix Mobile UX
• Clickable phone number
• One-tap booking form
• Address and service area listed in the footer
• Mobile speed improvements
The Results
In just seven weeks, here’s what changed:
• Tom started showing up in the Map Pack for “blocked drain Glenwood”
• He received two leads from voice search (“Hey Google, plumber near me”)
• His website’s bounce rate dropped—people were finding what they needed
• He booked five new jobs from people who had never heard of him before
And the best part? He didn’t pay for ads.
What Small Business Owners Can Learn from Tom’s Story
Many local businesses have decent websites but they’re not built to be found in today’s search environment.
Ask yourself:
• Does your site clearly explain what you do and where you do it?
• Do you have separate pages for your services, or are they all jammed into one?
• Does your site speak to how people search now—using natural questions and phrases?
• Have you tested how your site looks and performs on mobile?
• Do you appear in AI summaries, Map Packs, or even the first page?
Local SEO Isn’t Technical but Practical
Most of what he fixed was common sense, not code.
It’s about making sure:
• You say what you do
• You say where you do it
• You say it clearly, in the way customers speak
When that happens, Google starts recommending you.
AI pulls your business into summaries.
And real people start finding you.
What to Do If You’re Not Showing Up
If you have a great business but no visibility, you’re not alone and it’s fixable.
Start by reviewing your homepage and services pages.
Are you mentioning your suburb? Are your services easy to understand?
Can someone tell what you do and how to contact you without scrolling?
If you’re unsure, I’ve created a local SEO checklist for late 2025 that shows exactly what to look for.
Or just send me your link. I’ll have a quick look and tell you where the gaps are.
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