Case Study: JWL Drainage – Palmerston North
From Invisible in Search to Consistently Ranking #1 for Drainage Keywords
Client: JWL Drainage
Location: Palmerston North
Industry: Drainlaying & Drain Unblocking
Services Used: Google Business Profile Optimisation (Business Growth Pack)
Background
JWL Drainage is a growing Palmerston North drainage company offering drain unblocking, CCTV inspections, repairs, and residential drainage work. Despite strong service quality and a solid reputation locally, they struggled to achieve visibility on Google Maps.
Before partnering with Online New Zealand, JWL Drainage was often outside the top 3 results, which meant they were missing out on high-intent customers searching for urgent and local drainage services.
They needed a strategy to increase visibility, reach more homeowners, and secure their position as one of Palmerston North’s go-to drainage experts.
The Challenge
Before working with Online New Zealand, JWL Drainage faced key issues:
• Low local visibility for important drainage keywords
They weren’t appearing in the top 3 for searches like “Drain Unblocking Palmerston North” or “Drainlayer Near Me,” even though these are high-value, high-urgency terms.
• Missing optimisation signals
Their Google Business Profile lacked essential ranking elements such as service areas, service keywords, and consistent posting.
• Inconsistent directory information
NAP data across local directories was incomplete or mismatched, weakening their authority in Google’s eyes.
• No structured plan for ongoing improvement
Without regular optimisation and accountability, their profile wasn’t keeping up with competitors.
Our Approach
Online New Zealand deployed a highly structured, data-driven optimisation plan.
Step 1 — Full Google Business Profile & Local SEO Audit
We identified gaps in:
Category optimisation
Services list (far below the recommended 200+)
Missing service areas
Weak profile descriptions
Poor keyword targeting
Inconsistent directory listings
Lack of engagement signals (posts, updates, reviews)
Step 2 — Complete Profile Optimisation
We rebuilt the profile from the ground up, including:
Adding 20 targeted service areas
Adding 200+ drainage-related services & keywords
Optimising all categories for maximum ranking potential
Writing a new keyword-enhanced business description
Uploading new media and branding elements
Ensuring all business details met Google’s completeness standards
Step 3 — Directory & Trust Signal Enhancement
We updated or added JWL Drainage to 48 NZ directories, ensuring full NAP consistency to strengthen local authority.
Step 4 — Weekly Maintenance & Tracking
Once optimised, we maintained momentum through:
Weekly Google posts
Continuous monitoring for ranking shifts
Adding new services as opportunities emerged
Monthly reporting showing keyword improvements
Competitor tracking to stay ahead in the local market
The Results (Within the First Month)
The improvements were immediate and significant.
🚀 Top rankings achieved across core drainage keywords
JWL Drainage moved from outside the top 3 to ** consistently appearing in the #1 position** for high-intent searches including:
Drain Unblocking Palmerston North
Drainlayer Palmerston North
CCTV Drain Inspection
Stormwater Drainage Services
Blocked Drains Near Me
Urgent Drain Unblocking
📍 Vastly expanded local visibility
Their coverage across Palmerston North increased dramatically, now appearing in the top pack for most suburbs.
📞 More enquiries from Google Maps
With higher rankings came an increase in calls, drainage jobs, and emergency work — without increasing ad spend.
📈 Stronger authority and long-term stability
The combination of consistent posting, directory alignment, and ongoing optimisation reinforced their position in the market.
