Starving Plumbers (starvingplumbers.com): SEO starting-point kit

Prepared 2026-10-27 (CDT). All checks were read-only. Site: Squarespace; https://starvingplumbers.com/ returns a 301 to https://www.starvingplumbers.com/ (checked ~10:35 AM CDT).

(a) Verdict

The site is clear and quick to read: one phone number repeated everywhere, a seven-item service list, a license number, three testimonials and a real service-area list. What it does not do is tell Google any of that in a usable way. The home page has no H1. The structured data that Squarespace generates exists but is broken (empty opening hours ", , , , , , ", an address with no state or ZIP, no telephone or geo, generic LocalBusiness instead of Plumber). The best local content, a 14-town service-area list, sits only on an unlinked draft page titled "General 1" that is in the sitemap. There are no service-specific or town-specific pages, no FAQ and no hours. Off the site the business is well reviewed (Yelp 4.5 from 66 as copied on Yahoo Local; 5.0 from 33 Google reviews as copied on Birdeye, both secondary sources), but none of that appears on the site, and BBB still lists a PO Box in Kentfield and an old Larkspur street address. The prior audit's claim of "no LocalBusiness schema" was wrong: there is one, and it is defective. Fix the headings and schema, publish the service-area content as real pages, then build one page per service and per town the owner already names.

(b) Findings

Lab speed numbers below come from Lighthouse 13.5.0 run locally (headless Chrome, simulated throttling, one run each, 10:20 AM CDT). They are not PageSpeed Insights or field data; PSI returned HTTP 429 (see section e).

Page inventory (all crawled pages; full CSV: starving-plumbers-page-inventory.csv)

Sitemap: https://www.starvingplumbers.com/sitemap.xml, fetched 10:17:32 CDT, 7 URLs, lastmod 2026-04-22 to 2026-04-28, with 27 image entries; the oldest image URLs use a different Squarespace content ID (5ec321c2...) from the site's current assets (62f999b9...). Crawl 10:17:32-10:17:33 CDT. HTTP 200 on all 9.

Structured data on every page (identical): WebSite, Organization, LocalBusiness (see finding 2). Quoted: - {"@type":"LocalBusiness","address":"22 Joseph Ct\nSan Rafael\nUS","image":".../t/62f9a151f181f76c7c6b9386/1776854537503/","name":"Starving Plumbers","openingHours":", , , , , , "} - {"@type":"Organization","legalName":"Starving Plumbers","address":"22 Joseph Ct\nSan Rafael\nUS","email":"starvingplumbers@gmail.com","telephone":"415-925-1234","sameAs":["https://www.yelp.com/biz/starving-plumbers-san-rafael"]} - Missing: Plumber subtype, structured PostalAddress, geo, valid hours, areaServed, url on the business, sameAs beyond Yelp, license identifier.

Speed and mobile evidence

• Viewport meta on all 9 pages: width=device-width, initial-scale=1.
• curl timings, homepage --compressed, 8 runs at 10:24:55 CDT from the test machine : TTFB 0.064-0.094 s, total 0.074-0.105 s, HTTP/2, 34,288 bytes on the wire. These are proxy-path numbers and are faster than a real visitor would see; use them only to say the server is not slow.
• Lighthouse (local lab) mobile: performance 62, accessibility 96, best-practices 77, SEO 100; LCP 5.7 s; FCP 2.8 s; TBT 400 ms; CLS 0; Speed Index 4.4 s. Desktop: 97 / 96 / 77 / 100; LCP 1.2 s; TBT 10 ms; CLS 0.004. Colour-contrast fails on 4 elements (mobile) and 5 (desktop); one unsized image (the logo). Run 10:20 AM CDT, Lighthouse 13.5.0, one run each.
• Lighthouse mobile request totals: 74 requests, 2,228,944 bytes; scripts 1,373,630 B (40), images 546,694 B (11), stylesheets 160,554 B (7), fonts 110,743 B (8), HTML 34,629 B.
• PageSpeed Insights API: HTTP 429 on all calls at 10:18:17 CDT ("Quota exceeded for quota metric 'Queries' and limit 'Queries per day'", no API key). No PSI scores exist in this kit.

(c) Ready-to-paste replacements (verified facts only)

Title tag (56 chars): Plumber in San Rafael & Marin County | Starving Plumbers

Meta description (154 chars): Licensed and insured plumbers in Marin County since 1978. Water heaters, gas lines, drains, toilets and sump pumps across Marin County. Call (415) 925-1234.

H1 (owner's words from the current H2, with San Rafael added from the footer address): Plumbing experts in Marin County since 1978

Left out on purpose: "#1 Plumber" (no source), review counts (not owner-confirmed), hours (not on the site).

JSON-LD (Plumber). Fields marked TODO could not be verified; replace or delete them before publishing. TODO values make the block invalid until replaced.

{
  "@context": "https://schema.org",
  "@type": "Plumber",
  "@id": "https://www.starvingplumbers.com/#business",
  "name": "Starving Plumbers",
  "url": "https://www.starvingplumbers.com/",
  "logo": "https://images.squarespace-cdn.com/content/v1/62f999b9c6761b77f1086cad/c7ab4870-48c6-44fd-a347-9a3a1a6956a3/logo_myriad40083.png",
  "image": "https://images.squarespace-cdn.com/content/v1/62f999b9c6761b77f1086cad/c7ab4870-48c6-44fd-a347-9a3a1a6956a3/logo_myriad40083.png",
  "telephone": "+1-415-925-1234",
  "email": "starvingplumbers@gmail.com",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "22 Joseph Ct",
    "addressLocality": "San Rafael",
    "addressRegion": "CA",
    "postalCode": "94903",
    "addressCountry": "US"
  },
  "geo": "TODO: latitude/longitude of 22 Joseph Ct (not published on the site; look up and confirm)",
  "openingHoursSpecification": "TODO: owner to confirm (site states no hours; Yahoo Local and Birdeye show Mon-Fri 08:00-17:00, Sat-Sun closed)",
  "priceRange": "TODO: owner to confirm (not on the site)",
  "foundingDate": "1978",
  "description": "Starving Plumbers is a locally-owned plumbing business in San Rafael serving all of Marin County and Petaluma, residential and commercial.",
  "areaServed": [
    {"@type": "AdministrativeArea", "name": "Marin County, CA"},
    {"@type": "City", "name": "Belvedere"}, {"@type": "City", "name": "Bolinas"},
    {"@type": "City", "name": "Corte Madera"}, {"@type": "City", "name": "Fairfax"},
    {"@type": "City", "name": "Larkspur"}, {"@type": "City", "name": "Marin City"},
    {"@type": "City", "name": "Mill Valley"}, {"@type": "City", "name": "Novato"},
    {"@type": "City", "name": "Ross"}, {"@type": "City", "name": "San Anselmo"},
    {"@type": "City", "name": "San Rafael"}, {"@type": "City", "name": "Sausalito"},
    {"@type": "City", "name": "Stinson Beach"}, {"@type": "City", "name": "Tiburon"},
    {"@type": "City", "name": "Petaluma"}
  ],
  "identifier": {"@type": "PropertyValue", "name": "License #759372", "value": "759372"},
  "sameAs": ["https://www.yelp.com/biz/starving-plumbers-san-rafael"]
}

Sources: name, phone, address, email, license, founding year and the 14 towns plus Petaluma are all on the live site (home footer, /request-service, /about-us, /home-1); Yelp URL is the site's own sameAs. Add a Google Business Profile URL and the BBB/Angi URLs to sameAs only after the owner supplies them.

Internal page plan (every town and service named below is one the owner already lists):

(d) Local SEO checklist

(e) What I could not verify

• Google Business Profile: existence, claim status, rating, review count, hours, category (Google Maps returned a script shell; no API).
• Yelp page directly (empty response to curl at ~10:23 AM CDT). The 4.5 / 66 figure is Yahoo Local's copy of Yelp; Birdeye's 5.0 / 33 is a copy of Google reviews. Neither is the live source and neither has been reconciled with the owner's own profiles.
• Chamber of Commerce and BestProsInTown pages (Chamber returned a Cloudflare challenge; BestProsInTown not fetched). No figures from them are used here.
• Current CSLB status of license #759372: cslb.ca.gov's lookup needs a form post, which I did not submit. A web search at ~10:50 AM CDT surfaced third-party mirrors (sacvalleycontractors.com, contractorlicenseca.com) that describe it as active, classes B and C-36, expiring Feb 28, 2027; treat that as unconfirmed.
• Hours, emergency/after-hours policy, price range, geo-coordinates: not published by the owner.
• PageSpeed Insights scores and Chrome UX field data (PSI HTTP 429 with no key at 10:18:17).
• Whether /home-1 is indexed by Google, and how Google currently shows the site (no Search Console access).
• Plain-HTTP behaviour (http://starvingplumbers.com/): port 80 does not work from the test machine for any site (curl returned 000 after 6 attempts at ~10:35 AM CDT); HTTPS non-www to www is confirmed by a 301.
• Whether photo photo_eric_portrait.jpg shows the owner, and whether the job photos are the owner's (looked like real job photos; need confirmation).
• The owner's name, technician names, and any award currency.
• BBB profile pages themselves (not fetched); the data above is from BBB's search results page.