“We've got three locations and all three Google Business pages were a mess — I didn't have time to fix any of it. They cleaned them up, fixed every problem, and keep them current. The only thing that hits my desk now is a monthly brief. If I have a question, I make one phone call. That's the whole relationship. Nobody ever gave me that before.”
3 New Mexico hubs (Moriarty · Pecos · Mountainair) · Family-owned. When we started, their Google listings were incomplete and inconsistent and the operation was hard to find online. Our team rebuilt it — corrected Google Business Profiles across all three offices, fixed the addresses, and stood up rank tracking and AI-visibility measurement. The April 2026 numbers below are the documented starting line we measure every gain against.
Imported as month-zero so every gain is measured against a known number, not a guess.
Moriarty is the main filling station and carries most of the volume. Pecos is the smallest hub by call volume — clearest growth runway. Mountainair has solid direction requests but low impressions — listings + radius SEO is the lift target.
| Hub | Impressions | Search Views | Maps Views | Calls | Directions | Website Clicks |
|---|---|---|---|---|---|---|
Moriarty main filling station · East Mountain / Albuquerque corridor | 657 | 539 | 118 | 100 | 68 | 42 |
Pecos serves Santa Fe / Pecos / Glorieta corridor | 242 | 195 | 47 | 2 | 36 | not reported |
Mountainair rural service area | 130 | 84 | 46 | 13 | 72 | 6 |
| Total | 1,029 | 818 | 211 | 115 | 176 | 48 |
Ranking baseline (April 2026): Moriarty ranks SERP #1 on 10 of 10 targeted keywords (GBP #1 on 8 of 10). Mountainair ranks SERP #1 on 10 of 10 (GBP #1 on 8 of 10). Pecos shows wider rank distribution (SERP #1 to #7) and multiple keywords with no GBP ranking — primary growth target. General (non-geo) keywords are the weakest area across all 3 hubs and the clearest lift opportunity for the radius-SEO program.
PIMS scores are measured weekly across rankings, reviews, listings, site speed, and GBP activity. Updated June 29, 2026.
PIMS composite score: 100-point scale across local-pack rankings, reviews, directory listings, schema markup, page speed, and GBP activity. Measured weekly by automated audit.
Southwest Propane is a 3-hub family-owned propane delivery operator in New Mexico — Moriarty (main filling station + East Mountain / Albuquerque corridor), Pecos (Santa Fe corridor), and Mountainair (rural service area). Like most independents, they had no in-house marketing, and their online presence was working against them: Google Business Profiles were incomplete and carried wrong information, addresses were inconsistent across listings, and the data Google needs simply wasn't there.
The result was near-invisibility in local search — and leads slipping to a national chain that had moved into their service radius. The goal we took on: rebuild local visibility from the ground up, fast, without them having to hire a full-time marketer.
The work has moved real numbers. Across the three offices, Southwest now ranks at or near the top of Google for the local searches that matter — Mountainair holds the #1 Google spot on 8 of 10 geo-targeted keywords today; Moriarty leads on 6 of 10 and sits top-three on the rest (composite search scores of 55 and 67, both climbing month over month) — and the Google Business Profiles are corrected and consistent. We also track how the AI search tools (ChatGPT, Google's AI answers, and the like) surface Southwest for propane in their service area — a growing slice of how customers find a dealer, and a place most operators are still invisible.
We publish the April 2026 starting line in plain view because the only credible way to talk about marketing lift is against a known number. Southwest is our first Founding Partner; this is real work on a real operation, measured honestly. As each monthly performance report runs, the deltas land on this page — same hubs, same metrics, month-over-month change.
Bookmark this page. It updates as the monthly reports land.
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Veteran-owned and operated · Founded 2014 · larry@propaneinsider.com