Forget the phone book. If customers want a plumber in a hurry, they Google it. Just like everything else. That means plumbers and other tradespeople need to get ranked in the top search engines. But how?
That's where SEO for plumbers comes in.
Through keyword research, content marketing, and other aspects of SEO, plumbing companies skyrocket up the rankings, generating organic traffic to their website and increasing their sales.
Not convinced? Below we're exploring everything plumbers need to know to boost their ranking. From Google My Business to link building, we'll cover the ins and outs of SEO for plumbers.
In this guide:
SEO for Plumbers: Why Does It Matter
SEO, or search engine optimisation, is the art of improving your ranking on Google. Appearing on the first page of a search query doesn't happen by accident. Plumbing companies use clever keyword research and content marketing to ensure they're the first plumber potential clients see.
Consider that every month, 700,000 people search "plumbers near me" globally. If you're ranking high for this search term in your area, you can see a substantial uptick in work.
However, if you're languishing on the second, third, or fourth page of Google, you're receiving a fraction of the traffic you could do. Don't worry! You can fix your SEO woes through a few simple tweaks and a healthy dose of content.
Local SEO: Google My Business Profile
Google doesn't treat all queries the same. While an online clothing store might sell to everyone in a country, plumbers are only interested in customers in their local area. Google knows this. Its algorithm detects the search intent behind a particular query and determines whether it is local. We call this local SEO, and it's a critical component of plumbing and HVAC SEO.
So, if you search for "plumber near me" or "HVAC repair," you should get two types of local SEO results:
Map pack results. Here, a small map will appear, listing local services highlighted on the map below.
Organic search results. Beneath the map pack are the organic search results that also list locally associated services.
We'll cover organic search results further down. However, you need a Google Business profile to rank in the map pack.
How to Claim Your Google My Business Profile
Local SEO for plumbers is a key strategy to increase visibility and attract customers in your service area. Claiming and optimizing your Google Business profile not only improves your online presence but also enhances your chances of appearing in local search results.
Let's walk through the steps to set up your profile and improve your local SEO:
Sign-In to Google: Create or log into your Google account. Make sure to use a business email account that is tied to your company domain.
Access Google My Business: Visit the Google My Business page (www.google.com/business) and click on "Manage Now" or "Sign Up."
Enter Your Business Name: You'll be prompted to enter your business name. If your business appears in the drop-down menu, select it. If not, you'll need to add it.
Choose Your Business Category: Select the category that best fits your business. In your case, it could be "Plumber" or "HVAC contractor."
Add Location: Add the address where your business is located. If you serve customers at their location, you will have the option to list your service areas.
Provide Contact Details: Enter your business phone number and website URL. Make sure these match exactly with what's listed on your website.
Verify Your Business: Google needs to confirm that your business is legitimate and located where you say it is. They usually do this by mailing a postcard with a unique verification code to the business address provided.
Enter Verification Code: Once you receive the postcard (usually within 5-14 days), log back into Google My Business, select the business you're verifying, and enter the 5-digit verification code from the postcard.
Complete Your Business Profile: After verification, fill out the remaining business information, including hours of operation, photos, and a brief description. The more complete your profile, the more useful it will be to searchers.
Manage and Respond to Reviews: Once your profile is live, encourage your customers to leave reviews and respond to them in a professional and timely manner. Reviews can significantly affect your business's visibility and reputation.
Update Regularly: Keep your profile updated with any changes in your business, such as new services, changes in hours, or updates in response to COVID-19. You can also create posts to highlight promotions, events, or news.
SEO for Plumbers: Content Marketing
Map pack results are just one-half of the SEO equation. The other half is organic search results. Boosting your ranking here primarily involves SEO content marketing (with a little on-page and technical SEO).
Content marketing comes in two parts:
Identify keywords that potential customers are searching for.
Create informative content integrating these keywords naturally.
Keyword Research
Keyword research involves using a tool to identify search queries and terms your customers are using. Think about what you'd search for if you were looking for a plumber.
We've already mentioned an obvious keyword: "plumbers near me," but you could also rank for "emergency plumbing." Other common keywords are services you provide – for example, boiler repair, drain cleaning, or drain burst pipe repair.
Deciding on which keywords to use means balancing two factors: competitiveness and search volume. It'd be fantastic if high-volume keywords were easy to rank for. Life's not that simple, unfortunately. Often, the best keywords are highly sought-after. For first-time SEO for plumbers, choose a keyword that's got a reasonable search volume but is much easier to rank for. Services keywords are helpful here.
Popular keyword research tools include:
Google Keyword Planner: This is a free tool offered by Google that provides keyword ideas and traffic estimates to help you build a Search Network campaign.
SEMrush: A comprehensive SEO tool that includes a robust keyword research feature. It offers insights into the keywords your competitors are ranking for, their positions in search results, and more.
Ahrefs Keywords Explorer: This tool gives you in-depth data on keyword difficulty, search volume, and more. It also provides an impressive set of keyword suggestions.
Also, don't restrict yourself to obvious keywords for blog articles and other content. While service and near me keywords are brilliant for your main pages, trying to rank for long-tail keywords (e.g., how to unblock a toilet) is a sensible approach elsewhere.
Content Creation
Once you've selected your keywords, you're ready to start writing. Aside from your site's primary pages, I'd add keyword-sprinkled content in three other forms:
Service Pages. Create a specific page for each service you provide, including what the service involves, which areas you cater to, why customers should choose you, testimonials, and how to book an appointment. Always use the service keyword in the H1 title.
Location pages. A key part of local SEO for plumbers is creating pages for each local area you serve. It's a fantastic way to let Google know when to show you in the search results.
Blog content. Blog posts answer key customer questions and help you rank for other keywords. The more blog posts you have, the more keywords you could potentially rank for.
SEO for Plumbing Companies: On-Page and Technical SEO
The next essential aspects to consider are on-page and technical SEO, which are key for enhancing your website's visibility to search engines and users.
On-Page SEO
This refers to the optimization of individual web pages to rank higher and attract more relevant traffic. Here are some key elements:
Title Tags: Use targeted keywords in your title tags for each page. This is the clickable headline displayed on search engine results pages.
Meta Descriptions: These provide a brief summary of your webpage in SERPs. Include your main keyword and make it compelling to encourage click-throughs.
Header Tags: These help structure your content, making it easier for readers and search engines to navigate. Include your keyword in the H1 (main header), and use H2s and H3s to structure your content.
Keyword Usage: Make sure your target keyword appears in the first 100 words of your page. Also, include it a few more times throughout your content, but always ensure it feels natural.
URL Structure: URLs should be short, readable, and keyword-rich—for example, www.yourplumbingcompany.com/boiler-repair.
Technical SEO
This involves optimizations that make it easier for search engine spiders to crawl and index your website. Key factors include:
Website Speed: Ensure your website loads quickly; slow load times can impact your ranking. Use tools like Google's PageSpeed Insights to check your speed and get improvement suggestions.
Mobile Optimization: Make sure your website is mobile-friendly. Google uses mobile-first indexing, so your site must display and perform well on mobile devices.
XML Sitemap: This is a file that helps search engines better understand your website while crawling it. Make sure your website has an accurate and up-to-date sitemap.
Secure Sockets Layer (SSL): Google gives preference to secure websites. Having an SSL certificate is a must and builds trust with your users.
Clean, Error-Free Code: Broken links, incorrect tags, and other coding errors can make it harder for search engines to crawl your site. Regularly check and clean up your website's code to ensure it's as clean and error-free as possible.
Time to Get Ranked?
SEO for plumbers is not an option but a necessity. Through effective keyword research, content marketing, local SEO, and diligent on-page and technical SEO, you can elevate your plumbing company's online presence, driving more traffic and generating more leads.
However, we understand that diving into the world of SEO while managing your day-to-day business operations can be challenging. That's where we come in.
At Impeccable Writing, we specialize in creating robust, SEO-rich content that propels businesses to the top of search engine rankings. We'd love to discuss how we can help skyrocket your online visibility and attract more customers to your plumbing business.
Don't miss out on this opportunity to maximize your digital footprint and grow your business. Book a free consultation with us today to discuss your SEO content needs. Your journey to the top of Google starts here!
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