0
Organic keywords
AUDIT
Semrush Audit / June 2026
What the audit found on
lantzhomeservices.com
A fast growing Austin home services site with a strong technical base, one structural weakness, and a backlink profile that needs attention. Every finding, and the fix it needs, in plain view.
The tools behind this audit
UbersuggestScreaming FrogUbersuggestScreaming FrogThe scorecard
Two strong scores, one red flag
The site is healthy and surprisingly AI ready. The exception is off page authority.
80/ 100
Site Health
Across 481,739 technical checks
81/ 100
AI Search Score
Already drawing ChatGPT referrals
11/ 100
Authority Score
The weakest signal in the audit
0
Traffic / month
$9,518
Monthly traffic value
0
Backlinks
Organic search
Almost everything rides on the homepage
One page carries the footprint, while high value service terms sit on page two.
Share of organic traffic by page
One URL carries roughly three-quarters of all organic trafficEvery other page splits the remaining 23.3%
Stuck on page two and three
High demand, low position
well pump repair#13
generator service#25
repair well pumps#22
well pump service#3
Internal linking
5
City pages nearly orphaned
The Leander, Lago Vista, Jonestown, Burnet and Liberty Hill AC repair pages each have only one internal link pointing to them, so they get almost no link equity.
Google Business Profile scan
Number one at your door, invisible across the map
A live Local Falcon scan for "plumber near me", a 7x7 grid of 49 points across a 40 mile radius. Lantz ranks #1 right at the Lago Vista address, then drops off a cliff. Share of Local Voice is just 2.04%.
1.00
ARP, average rank where you appear
20.59
ATRP, average across all 49 points
2.04%
Share of Local Voice
1 / 49
Grid points where you rank
We run these scans with Local Falcon, connected over MCP, and pair it with multiple APIs to automate your Google Business Profile optimization, month after month.
Recommendations
What the scan tells us to prioritize
Major
Extend your reach past your front door. You rank #1 right around the Lago Vista address, but that strength fades fast. Pushing visibility into the surrounding grid points is the priority.
Major
Close a 2.04% Share of Local Voice. Across the searchable map you are almost invisible. Lifting this is the single biggest local opportunity on the table.
Major
You show in only 1 of 49 points. Local SEO and profile work should target the southwest, west and southeast, where you do not appear at all.
Minor
Post more often. Your last Google post was May 9, 2026. A steady schedule keeps the profile active and signals freshness to Google.
Minor
Chase high-intent variations. Terms like "best plumber near me" and "emergency plumber near me" pull in ready-to-book searchers.
Minor
Answer what people actually ask. Cover questions like "what do local plumbers charge per hour" to build authority and win AI answers.
Minor
Match the landing page to intent. Your site shows in organic results, but the page should line up more tightly with "plumber near me" intent.
Minor
Turn FAQs into content. Searchers keep asking "how much does a plumber charge just to show up". A focused FAQ or post answers it and earns citations.
Demand on the table
Two service lines with room to grow
Untapped cluster
40,500
Generator installation demand
The Generac dealer and installation cluster is large and high intent. The generators page currently ranks #25 for generator service.
AI and FAQ ready
24
Well pump question searches
How long a well pump lasts, what it costs, signs of failure. Informational, high volume, low competition, and ideal for AI answers.
Backlink profile
A toxic link spike is capping authority
Backlinks jumped from 137 to 2,354 in a very short window. Most of that growth is spam.
11
Authority Score
Out of 100, the audit low point.
60%
Domains at the spam floor
138 of 230 referring domains sit at the lowest possible score.
17x
Sudden, unnatural link spike
A pattern of a link scheme, not earned coverage.
A sample of the spam and link scheme sources
seoflox.io schemeknows.sbstakes.sbsway2check.cvlinksnatcher.comgetwebsiteworth.comwants.cfdblinks.monsterblogspot auto postslaketravisplumber.comlakesideplumber.netmarblefallsplumber.com
Alongside these, a network of sister plumber microsites all link back, a classic doorway footprint.
Technical crawl
What the 223 page crawl surfaced
Twenty seven errors, the most serious of which make whole pages vanish from Google.
3
Infinite redirect loops
The drain cleaning, sewer line and sump pump service pages redirect back and forth forever, so they never load. They are linked from every city page.
The fixPoint each looping pair to one canonical URL in a single hop, remove the reverse redirect, and update the internal links.
1
A system URL is crawled
An internal ssoapi link is exposed to crawlers and alone triggers a missing title, missing viewport and missing H1.
The fixDisallow /ssoapi in robots.txt or noindex it. One change clears four flagged issues.
140
Thin pages
Service area and county pages carry very little text, including williamson county, travis county, round rock and pflugerville.
The fixAdd 300 or more words of unique, locally specific copy to the county and city pages.
202
Broken external links
Outbound links across the site point to pages that no longer exist.
The fixAudit the outbound links and update or remove the dead targets.
4
Live URL typos
spicewood-electritians, liberty-hills-plumbers, liberty-hills-ac-repair and barton-creek-lakside are indexable with misspelled slugs.
The fix301 the misspelled slugs to corrected URLs and fix the megamenu link sitewide.
0
No llms.txt
The site has no AI guidance file, despite already receiving AI referral traffic.
The fixAdd an /llms.txt listing the key service URLs, the service area and the license numbers.
Independent crawl audit / verified
Six structural problems under the surface
A separate full crawl of 152 pages, with every finding re-derived from the raw HTML, scored the site 55 out of 100 overall. These issues sit beneath the headline metrics, and each one below was independently confirmed.
Schema
The phone is invisible to Google
A sitewide typo, telePhone instead of telephone, means zero valid phone properties across all 204 pages. areaServed and sameAs are both absent too, so no served cities and no social profiles are readable from the structured data.
The fixRebuild the global JSON-LD once: correct telephone, set the type to HVACBusiness, Plumber, Electrician, and add areaServed for all 17 cities, sameAs, openingHours and aggregateRating. One template edit fixes every page.
Cannibalization
Two URL systems fight each other
Both /service-areas/cedar-park/ and /cedar-park-plumbers/ return 200 and point their canonical at themselves. Google splits the ranking signal across the pair, so neither version wins. This repeats across about seven cities.
The fixPick one structure, the nested /service-areas/city/service/, then 301 the flat slugs into it after porting their richer body copy onto the target so the better content survives.
Duplicate content
City pages are about 70% identical
Independently measured: 70% of the sentences on the Cedar Park and Leander pages match once the city name is swapped. Roughly ten flat city slugs and thirty service-area hubs are the same copy with the town name changed, a doorway-page risk.
The fixGive each kept city page genuinely local content: neighborhoods served, local permit and code notes, Hill Country water-quality specifics and a city FAQ. Aim for 40% or more unique text, starting with the top five by traffic.
NAP conflict
A second phone number on one page
The Cedar Park page carries (512) 741-4122 alongside the sitewide (425) 954-3452. Conflicting numbers split the local-pack and citation signal for that city.
The fixRemove the stale number, or if it is a call-tracking line, confirm it forwards correctly and make it consistent with the Google Business Profile.
E-E-A-T
Licenses are buried in the footer
TACLA3825C, TECL #9010 and M-40190 appear only in the footer, never in the page bodies or the schema, the places where they would actually build trust.
The fixSurface the license numbers and the founding year in page bodies, near the calls to action, and inside the schema, not just the footer.
Pricing
No prices anywhere
Zero dollar figures across the entire site, even on a FAQ titled How much does AC repair cost, despite upfront-pricing claims. Nothing concrete for buyers, or AI answers, to cite.
The fixAdd real dollar ranges to the cost FAQs, each qualified with a free-estimate line, and wrap them in FAQPage schema. This is also the highest-impact AI Overviews win.
Screaming Frog crawl
A third crawl, same story
A full Screaming Frog crawl corroborates the findings and adds detail across 40 issue types. The largest items are grouped below. Most already sit in the fix plan; the new ones it surfaced were added there too.
0
Pages with multiple H2
0
Unsafe cross-origin links
0
Titles over 60 characters
0
Low-content pages
Response codes
Internal no response11
Internal redirection (3xx)7
External client error (4xx)7
External no response1
Indexability & canonicals
Noindex directives8
Nofollow directives8
Canonicalised3
Non-indexable canonical2
Canonical missing1
Headings
H2 multiple117
H2 missing27
H2 over 70 chars26
H1 over 70 chars15
H1 multiple14
H1 non-sequential7
H1 duplicate5
H1 missing2
Titles & meta
Meta description over 15571
Page titles over 60 chars71
Page titles over 561 px60
Meta description over 985 px57
Page titles same as H13
Page title missing1
Meta description missing1
Links & security
High external outlinks201
Unsafe cross-origin links201
Non-descriptive anchor text8
Pages without internal outlinks4
Protocol-relative resources1
Content, images & URLs
Low-content pages32
Images missing size attr20
Images missing alt text17
Images over 100 KB14
URL parameters4
URL uppercase / underscore / GA3
The fix plan
Every fix, in priority order
The complete to-do, merged from both audits and ordered by impact. Connect Google Search Console and GA4 first, so each change can be measured before and after.
CriticalHighest impact, do these first
Rebuild the global schema JSON-LD correct telephone, add areaServed, sameAs, openingHours, aggregateRating, and the HVACBusiness, Plumber, Electrician type
Resolve the 3 infinite redirect loops one-way redirect each pair to a single canonical URL and relink
Block /ssoapi from crawling robots.txt disallow or noindex, clears four issues
Remove the stale Cedar Park phone number or confirm and align the tracking line with GBP
Start the toxic backlink disavow build the disavow file from the 230 referring domains, keep the legit citations
Resolve URL cannibalization standardize on nested service-area URLs, 301 the flat slugs in after porting their copy
301 the 4 live typo URLs spicewood-electritians, liberty-hills (x2), barton-creek-lakside, plus the megamenu link
HighHigh impact
Deploy FAQPage schema with real price ranges on the 16+ service pages that already have FAQ HTML, each with a free-estimate line
De-duplicate the top 5 city pages add neighborhoods, local code, water-quality and a city FAQ to pass 40% unique text
Add the 2 missing live pages to the sitemap marble-falls-electricians, plumbing/water-heater-installation
Fix H1 structure Spicewood 6 to 1, three more pages 2 to 1, add the missing H1 on barton-creek-lakeside
Surface licenses and founding year in page bodies not just the footer, and add them to schema
Fix the blog schema real Person author, proper Organization publisher, mainEntityOfPage
Trim 63 long titles and 53 long metas shorten the Lantz Home Services suffix on the programmatic template
Add same-day and 24/7 framing to hero copy every ranking competitor does this, Lantz does not
Internally link the orphaned city pages from the service-areas hub and matching service pages
Investigate the 11 internal URLs returning no response flagged by Screaming Frog, likely timeouts or broken templates
Add rel="noopener" to external links opening new tabs fixes the 201 unsafe cross-origin links, one template change
MediumSteady improvements
Add BreadcrumbList, visible and in schema on all pages three or more levels deep
Fix 692 missing image alt attributes 32% of images, prioritize homepage, about and city pages
Add width and height to images and compress the heavy ones 20 images missing dimensions, 14 over 100 KB, helps layout shift and load
Clean sitemap and crawl-budget noise noindex thin blog archives, site-map and stale pages
Build sub-pages for Round Rock, Georgetown, Pflugerville large suburbs with hubs but no service pages
Embed an interactive Google Map on contact and city hubs, currently a static image
Collapse the http non-www redirect chain two hops down to one
BacklogNice to have
Refresh or prune stale 2019-2020 blog posts add human author bios and in-body links to money pages
Expand thin titles and metas photo gallery, video center, about pages
Lean into the Hill Country lake niche grinder pumps, lake pumps, well pumps, where national competitors are weak
On the plus side
What the audit found working
01
Clean structured data
206 valid LocalBusiness items and 38 valid Article items, with zero invalid markup.
02
Already AI visible
A live URL carrying a chatgpt.com source tag confirms AI engines reference the site.
03
Secure and indexed
HTTPS, internal SEO and a healthy sitemap all score a perfect 100.
Where to next
Turn these findings into results
Two ways forward, and they stack: build it right, then grow it every month.