PerfectWater’s 45% direct traffic share is the metric that matters most. It means nearly half of their visitors aren't finding them via Google ads—they're typing the URL directly. This indicates a powerful brand moat built on referrals, local reputation, and repeat business. For a heavy industry company serving TN and NC, this local dominance is worth more than a million generic clicks.

They aren't ranking for 'water filter.' They are capturing high-intent, specific queries like 'is it illegal to collect rainwater' (1,020 monthly volume) and 'rainwater harvesting systems during winter.' This shows they are educating a market that is already deep in the consideration phase. They own the 'expert' narrative before a customer ever picks up the phone.